电子商务

Preface

Part1:Introduction

Chapter 1 Introduction to Electronic Commerce

Electronic Commerce：The Second Wave

Electronic Commerce and Electronic Business

Categories of Electronic Commerce

The Development and Growth of Electronic Commerce

The Dot-Com Boom．Bust．and Rebirth

The Second Wave of Electronic Commerce

Business Models．Revenue Models．and Business Processes

Focus on Specific Business Processes

Role of Merchandising

product／Process Suitability to Electronic Commerce

Advantages of Electronic Commerce

Disadvantages of Electronic Commerce

Economic Forces and E1ectroniO Commerce

Transaction Costs

Markets and Hierarchies

Using Electronic Commerce to Reduce Transaction Costs

Network Economic Structures

Network Effects

Using Electronic Commerce to Create Network Effects

Identifying Electronic commerce 0pportunities

Strategic Business Unit Value Chains

Industry Value Chains

SWOT Analysis：Evaluating Business Unit opportunities

International Nature of Electronic Commerce

Trust Issues on the Web

Language Issues

Cultural Issues

Culture and Government

Infrastructure Issues

Summary

Key Terms

Review Questions

Exercises

Cases

For Further Study and Research

Chapter 2 Technology Infrastructure: The Internet and the World Wide Web

The Internet and the World Wide Web

Origins of the Internet

New Uses for the Internet

Commercial Use of the Internet

Growth of the Internet

Emergence 0f the W0rld Wide Web

Packet-Switched Networks

Routing Packets

Internet Protocols

TCP／IP

IP Addressing

Domain Names

Web Page Request and Delivery Protocols

Electronic Mail Protocols

Unsolicited Commercial E．Mail(UCE，Spam)

Markup Languages and the Web

Standard Generalized Markup Language

Hypertext Markup Language

Extensible Markup Language(XML)

HTML and XML Editors

Intranets and Extranets

Intranets

Extranets

Public and Private Networks

Virtual Private Network (VPN)

Internet Connection Options

Connectivity Overview

Voice-Grade Telephone Connections

Broadband Connections

Leased-Line Connections

Wireless Connections

Internet and the Semantic Web

Summary

Key Terms

Review Questions

Exercises

Cases

For Further Study and Research

Part 2：Business Strategies for Electronic Commerce

Chapter 3 Selling on the Web: Revenue Models and Building a Web Presence

Revenue Models

Web Catalog Revenue M0dels

Digital Content Revenue Models

Advertising-Supported Revenue Models

Advertising-Subscription Mixed Revenue Models

Fee-for-Transaction Revenue Models

Online Video

Fee-for-Service Revenue Models

Revenue Models in Transition

Subscription to Advertising-Supported Model

Advertising-Supported to Advertising-Subscription Mixed Model

Advertising-Supported to Fee-for-Services Model

Advertising-Supported to Subscription Model

Multiple Transitions

Revenue Strategy Issues

Channel Conflict and Cannibalization

Strategic Alliances and Channel Distribution Management

Mobile Commerce

Creating an Effective Web Presence

Identifying Web Presence Goals

Achieving Web Presence Goals

Web Site Usability

How the Web Is Different

Meeting the Needs of Web Site Visitors

Trust and Loyalty

Rating Electronic Commerce Web Sites

Usability Testing

Customer-Centric Web Site Design

Connecting with Customers

The Nature of Communication on the Web

Summary

Key Terms

Review Questions

Exercises

Cases

For Further Study and Research

Chapter 4 Marketing on the Web

Web Marketing Strategies

Product-Based Marketing Strategies

Customer-Based Marketing Strategies

Communicating with Different Market Segments

Trust, Complexity, and Media Choice

Market Segmentation

Market Segmentation on the Web

Offering Customers a Choice on the Web

Beyond Market Segmentation: Customer Behavior and Relationship Intensity

Segmentation Using Customer Behavior

Customer Relationship Intensity and Life-Cycle Segmentation

Acquisition, Conversion, and Retention of Customers

Customer Acquisition, Conversion, and Retention: The Funnel Model

Advertising on the Web

Banner Ads

Text Ads

Other Web Ad Formats

Site Sponsorships

Online Advertising Cost and Effectiveness

Effectiveness of Online Advertising

E-Mail Marketing

Permission Marketing

Combining Content and Advertising

Outsourcing E-Mail Processing

Technology-Enabled Customer Relationship Management

CRM as a Source of Value in the Marketspace

Creating and Maintaining Brands on the Web

Elements of Branding

Emotional Branding vs. Rational Branding

Brand Leveraging Strategies

Brand Consolidation Strategies

Costs of Branding

Affiliate Marketing Strategies

Viral Marketing Strategies

Search Engine Positioning and Domain Names

Search Engines and Web Directories

Paid Search Engine Inclusion and Placement

Web Site Naming Issues

Summary

Key Terms

Review Questions

Exercises

Cases

For Further Study and Research

Chapter 5 Business-to-Business Online Strategies

Purchasing, Logistics, and Support Activities

Purchasing Activities

Direct vs. Indirect Materials Purchasing

Logistics Activities

Support Activities

E-Government

Network Model of Economic Organization

Electronic Data Interchange

Early Business Information Interchange Efforts

Emergence of Broader EDI Standards

How EDI Works

Value-Added Networks

EDI Payments

EDI on the Internet

Open Architecture of the Internet

Supply Chain Management Using Internet Technologies

Value Creation in the Supply Chain

Increasing Supply Chain Efficiencies

Using Materials-Tracking Technologies with EDI and Electronic Commerce

Creating an Ultimate Consumer Orientation in the Supply Chain

Building and Maintaining Trust in the Supply Chain

Electronic Marketplaces and Portals

Independent Industry Marketplaces

Private Stores and Customer Portals

Private Company Marketplaces

Industry Consortia-Sponsored Marketplaces

Summary

Key Terms

Review Questions

Exercises

Cases

For Further Study and Research

Chapter 6 Online Auctions, Virtual Communities, and Web Portals

Auction Overview

Origins of Auctions

English Auctions

Dutch Auctions

Part 3: Technologies for Electronic Commerce

Chapter 7 Electronic Commerce Software

Chapter 8 Electronic Commerce Security

Chapter 9 Payment Systems For Electronic Commerce

Part 4 Integration

Chapter 10 Planning for Electronic Commerce

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