Unit 1 Going Close to E-commerce 1
E-commerce—It's More Than Buying and Selling 1
The Interdisciplinary Nature of E-commerce 2
The Partnership Between the Internet and Business 2
Unit 2 A Brief History of E-Commerce and EDI Standard 7
Brief History of E-commerce 7
EDI Standard 8
Problems Among the Traditional Information Interchange 8
Can EDI Solve the Problems? 9
How does EDI Work? 10
The Benefits of EDI 11
Unit 3 Typical Business Models in Doing E-commerce 17
E-commerce Models 17
B2C:Business-to-Consumer 17
B2B:Business-to-Business 18
C2C:Consumer-to-Consumer 18
G2C:Government-to-Consumer 18
Online Auctions 18
Unit 4 E-commerce Success Stories 23
eBay——The World's Largest Auction Site 23
Why Can eBay Get Success? 25
Unit 5 The Internet and the World Wide Web 31
The Internet 31
The World Wide Web 32
Differences Between the Internet and World Wide Web 32
The Web and E-commerce 33
Unit 6 Buying Online 39
Buying Online 39
Finding the Good Life on the Internet 40
Making the Purchase 40
Unit 7 Doing Business on the Web 47
Presale 47
Taking the Order 48
Delivering the Products 48
Postsale 49
Unit 8 Digital Advertising 55
Listing Your Products on Your Website 55
Banner Advertising 56
Promoting Your Site 58
Unit 9 E-mail Application in E-commerce 65
How to Writting an E-mail 65
Inquiry and Quotation 66
Putting a Purchase Order 66
Making Complaints 66
Unit 10 Global E-commerce 71
Doing Business Anywhere,Anytime 71
Lowering Geographic Barrier 71
Asynchronous Worldwide Activities 72
Online International Business Information 72
Unit 11 Creating your Web Site 79
Your Electronic Commerce Web Site 79
Making Your Web Debut 79
Components of a Web Site 80
Website Features 82
Unit 12 The Future of E-commerce 89
E-commerce—the Present 89
E-commerce—the Future 90
Reference 96