Unit 1 Electronic Commerce Theory 1
Text A Overview of Electronic Commerce 1
Exercises 6
Text B Advantages And Disadvantages of Electronic Commerce 7
Reading Materials 11
IT Producing Industries-Hopeful Sighs In 2003 11
IT Producing Industries Weather the Recession and Recover Slowly 11
Unit 2 Internet and Protocols 14
Text A Computer Networks 14
Exercises 19
Text B The TCP/IP Protocol Suite 20
Reading Materials 25
A Nation Online:How Americans Are Expanding Their Use Of The Internet 25
Unit 3 Economics of Electronic Commerce 28
Text A Interaction of Economics and E-commerce 28
Exercises 32
Text B E-Commerce Changes the Economics of Research 34
Reading Materials 38
Online Marketing Basics 38
Establishing a Web Presence 38
Unit 4 Web Publishing 40
Text A Online Publishing 40
Exercises 43
Text B Opportunities and Risks of Electronic Publishing 44
Reading Materials 49
Assessing the Need for an Online Store 49
Unit 5 Logistics 51
Text A Logistics in Electronic Commerce 51
Exercises 56
Text B The Logistics Gaps in China 57
Reading Materials 62
The First Step to Internet Marketing:Pick Something to Promote 62
Step One:Pick Something to Promote 62
Selling Stuff 62
Collecting Leads 63
Info to Collect 63
Other Stuff You Can Achieve with Search Ads 64
Unit 6 EDI and Its Application 65
Text A Electronic Data Interchange(EDI) 65
Exercises 69
Text B EDI Adoption and EDI Maturity 70
Reading Materials 75
Ten Key Steps to Successfully Marketing Your Business Online 75
Unit 7 Electronic Marketing Structure and Direct Marketing 79
Text A Overview of Electronic Marketing Structure 79
Exercises 83
Text B Direct Marketing 84
Reading Materials 89
Internet Marketing and customer referrals 89
Unit 8 SCM and Electronic Commerce 91
Text A IT and supply-chain management 91
Exercises 95
Text B The significance of virtual value chains in revealing new market opportunities 96
Reading Materials 101
A History of Logistics/Supply Chain Management 101
Unit 9 Advertising Strategies 104
Text A Advertising Methods on the Web 104
Exercises 109
Text B Advertisement Strategies 110
Reading Materials 114
How to Start Selling Online 114
Unit 10 Security Issues in Electronic Commerce 116
Text A Internet E-Commerce Security 116
Exercises 121
Text B Creating and maintaining Brands on the Web 123
Reading Materials 128
E-Commerce Security:Fact or Fiction? 128
Unit 11 Electronic Commerce Legislation 130
Text A Legal Issues in E-Commerce 130
Exercises 134
Text B Secure Payment Protocols and Security Schemes 136
Reading Materials 141
How Does an Online Store Handle Credit Card Orders? 141
Unit 12 Web Marketing 142
Text A Web Marketing Strategies 142
Exercises 146
Text B Protection of Intellectual property in Online Business 147
Reading Materials 152
Keyword Research 152
Unit 13 Electronic Commerce and Information Economy 154
Text A The Evolving Information Economy 154
Exercises 157
Text B The Information Economy and Competitive Advantage of Enterprises:A Value Chain Analysis 159
Reading Materials 165
E-Commerce in the Digital Economy 165
Unit 14 Electronic Commerce Trust 167
Text A Role of Trust in e-business Success 167
Exercises 172
Text B Designing Trust into Online Experiences 173
Reading Materials 178
Competing for Eyeballs by Branding 178
Unit 15 Electronic Commerce Planning 180
Text A Planning Electronic Commerce Initiatives 180
Exercises 184
Text B Managing Electronic Commerce Implementation 185
Reading Materials 189
How to Choose the Right E-Commerce System 189
参考译文 191
第1单元 电子商务概要 191
第2单元 计算机网络 194
第3单元 课文A：经济学和电子商务的互动 196
第4单元 课文A：网络出版 198
第5单元 课文A：电子商务中的物流 200
第6单元 课文A：电子数据交换（EDI） 202
第7单元 课文A：网络营销结构概述 205
第8单元 课文A：信息技术与供应链管理 207
第9单元 课文A：网络广告方法 209
第10单元 电子商务网络安全 211
第11单元 电子商务的法律问题 214
第12单元 网络营销策略 216
第13单元 持续发展的信息经济 218
第14单元 信任在电子商务成功中的作用 220
第15单元 课文A：规划电子商务行动 223
练习参考答案 226
参考文献 244