电子商务专业英语教程PDF电子书下载

Unit 1 Electronic Commerce Theory 1

Text A Overview of Electronic Commerce 1

Exercises 5

Text B Advantages and Disadvantages of Electronic Commerce 6

Reading Materials 10

IT Producing Industries—Hopeful Sighs in 2003 10

IT Producing Industries Weather the Recession and Recover Slowly 10

Unit 2 Internet and Protocols 12

Text A Computer Networks 12

Exercises 16

Text B The TCP／IP Protocol Suite 17

Reading Materials 21

A Nation Online： How Americans Are Expanding Their Use of the Internet 21

Unit 3 Economics of Electronic Commerce 23

Text A Interaction of Economics and E-Commerce 23

Exercises 27

Text B E-Commerce Changes the Economics of Research 28

Reading Materials 32

Online Marketing Basics 32

Establishing a Web Presence 32

Unit 4 Web Publishing 34

Text A Online Publishing 34

Exercises 37

Text B Opportunities and Risks of Electronic Publishing 38

Reading Materials 42

Assessing the Need for an Online Store 42

Unit 5 Logistics 44

Text A Logistics in Electronic Commerce 44

Exercises 48

Text B The Logistics Gaps in China 49

Reading Materials 54

The First Step to Internet Marketing： Pick Something to Promote 54

Step One： Pick Something to Promote 54

Selling Stuff 54

Collecting Leads 55

Info to Collect 55

Other Stuff You Can Achieve with Search Ads 55

Unit 6 EDI and Its Application 57

Text A Electronic Data Interchange （EDI） 57

Exercises 61

Text B EDI Adoption and EDI Maturity 62

Reading Materials 66

Ten Key Steps to Successfully Marketing Your Business Online 66

Unit 7 Electronic Marketing Structure and Direct Marketing 69

Text A Overview of Electronic Marketing Structure 69

Exercises 72

Text B Direct Marketing 73

Reading Materials 78

Internet Marketing and Customer Referrals 78

Unit 8 SCM and Electronic Commerce 80

Text A IT and Supply-Chain Management 80

Exercises 83

Text B The Significance of Virtual Value Chains in Revealing New Market Opportunities 85

Reading Materials 89

A History of Logistics ／ Supply Chain Management 89

Unit 9 Advertising Strategies 92

Text A Advertising Methods on the Web 92

Exercises 96

Text B Advertisement Strategies 97

Reading Materials 101

How to Start Selling Online 101

Unit 10 Security Issues in Electronic Commerce 103

Text A Internet E-Commerce Security 103

Exercises 108

Text B Creating and Maintaining Brands on the Web 109

Reading Materials 113

E-Commerce Security： Fact or Fiction？ 113

Unit 11 Electronic Commerce Legislation 115

Text A Legal Issues in E-Commerce 115

Exercises 119

Text B Secure Payment Protocols and Security Schemes 120

Reading Materials 125

How Does an Online Store Handle Credit Card Orders？ 125

Unit 12 Web Marketing 126

Text A Web Marketing Strategies 126

Exercises 130

Text B Protection of Intellectual Property in Online Business 131

Reading Materials 135

Keyword Research 135

Unit 13 Electronic Commerce and Information Economy 137

Text A The Evolving Information Economy 137

Exercises 140

Text B The Information Economy and Competitive Advantage of Enterprises： A Value Chain Analysis 141

Reading Materials 146

E-Commerce in the Digital Economy 146

Unit 14 Internet Finance 148

Text A Crowdfunding 148

Exercises 155

Text B Crowdfunding： the Disruptor’s Disruptor 155

Reading Materials 161

Mobile Payment 161

Unit 15 Electronic Commerce Trust 167

Text A Role of Trust in E-Business Success 167

Exercises 171

Text B Designing Trust into Online Experiences 172

Reading Materials 177

Competing for Eyeballs by Branding 177

Unit 16 Electronic Commerce Planning 179

Text A Planning Electronic Commerce Initiatives 179

Exercises 182

Text B Managing Electronic Commerce Implementation 183

Reading Materials 187

How to Choose the Right E-Commerce System 187

参考译文 189

第1单元 课文A：电子商务概要 189

第2单元 课文A：计算机网络 191

第3单元 课文A：经济学和电子商务的互动 193

第4单元 课文A：网络出版 195

第5单元 课文A：电子商务中的物流 197

第6单元 课文A：电子数据交换（EDI） 199

第7单元 课文A：网络营销结构概述 201

第8单元 课文A：信息技术与供应链管理 203

第9单元 课文A：网络广告方法 204

第10单元 课文A：电子商务网络安全 206

第11单元 课文A：电子商务的法律问题 209

第12单元 课文A：网络营销策略 211

第13单元 课文A：持续发展的信息经济 213

第14单元 课文A：众筹 214

第15单元 课文A：信任在电子商务成功中的作用 219

第16单元 课文A：规划电子商务行动 221

练习参考答案 224

参考文献 241