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