电子商务（英文精编版）[编辑]

内容简介

本书是一本均衡讲述电子商务中商务问题和技术问题的教科书，既不是避开技术谈管理，也不是通篇陷入技术细节之中，达到了技术与管理、管理与实务的有机结合。全书分为四篇，即概述篇、业务战略篇、技术篇和整合篇。较之旧版，新版力求反映出电子商务领域中的最新变化以及企业和社会如何响应这些变化。新增的内容包括：品牌作用和在线销售的品牌产品，音乐和影视产品在线销售的新进展，移动商务中的融合作用，文字广告的新形式，移动用户和Web，社会网络站点，小额贷款方面的进展，在线客户关系管理软件等。
本书定位明确、体例新颖、结构合理、内容全面、评议精炼、叙述清晰、适合作为高等院校相关专业的电子商务课程教材，也可供企业经营管理者和从事电子商务的专业人士参考。

作者简介

Gary P．Schneider，目前是美国奎尼皮亚克大学会计系的William S．Perlroth教授，曾先后任教于圣迭戈大学、田纳西大学、赛维尔大学，讲授电子商务、数据库设计、供应链管理和管理会计等课程，多次获得优秀教学奖。迄今为止，他在会计、信息系统、管理学方面已经出版了50多部著作，并在《lnterfaces》、《IS Audit＆Conlrol Joumal》、《Joumal oflnformation Systems》等许多权威刊物上发表了。90余篇研究论文。他在美国会计协会非常活跃，现任《Accounling lnformationSystems and Technology Reporter》的编辑，并同时兼任多个权威期刊的编委。他在开始学术生涯之前，在俄亥俄州作为CPA(注册会计师)工作了14年。

Preface
Part1:Introduction
　Chapter 1 Introduction to Electronic Commerce
　 ElectrOnie Commerce：The Second Wave
　 Electronic Commerce and Electronic Business
　 Categories of EleetrOnic Commerce
　 The DeveloDment and Growth of Electronic Commerce
　 The Dot-Com Boom．Bust．and Rebirth
　 The Second Wave of Eleetronic Commerce
　 Business MOdels．Revenue MOdels．and Business Processes
　 Focus on SDecific Business Processes
　 Role of Merchandising
　 product／Process Suitabilitv to ElectrOnic Commerce
　 Advantages of EIectronic COmmerce
　 Disadvantages of Electronic Commerce
　 Economic Forces and E1ectroniO Commerce
　 Transaction Costs
　 Markets and Hierarchies
　　　Using Electronc Commerce to Reduce Transaction Costs
　 Network EcOnOmic Stmctures
　 Network Effeots
　 Using Electronic Commerce to Create Network Effects
　 Identifying Elecnonic commerce 0pportunities
　 SCrategic Business Unit Value Chains
　 Industry Vlalue Chains
　 SWOT Analysis：Evaluating Business Unit opportunities
　 Internetional Nature of Electonic Commeree
　 Trust Issues on the Web
　 Language Issues
　 Cultural Issues
　 Culture and Governmenc
　 Infrastructure Issues
　Sunmary
　 Kev Terms
　 Review Ouestions
　 Exercises
　 Cases
　 For Further Studv and Research
　Chapter 2 Technology Infrastructure:The Internet and the World Wide Web
　　The Interncet 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 Wleb
　 Packet—Switched Networks
　 ROuting Packets
　 Internet Protocols
　 TCPl／IP
　 lP Addressing
　 Domain Names
　 Web Page Request and DeliVery Protocols
　 Eleetronic 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
　 Publie and Private Networks
　 Virtual Private Necwork (VPN)
　 Internet Connection ODtions
　 Connectivitv Overview
　 Voice-Grade TeleDhone Connections
　 Broadband Connections
　 Leased—Line Connections
　 Wireless Connections
　 Internet and the Semantic Web
　 Summary
　 Kev Terms
　 Review Quescions
　 Exercises
　 Cases
　For Further Studv and Research
Part 2：BusinesS Strategies for Eleet ronle 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-Subsc ription 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-Supporced to AdVertising-Subscription MiXed Model
　 Advertising—Supported to Fee—for-SerVices Model
　 Advertising—Supported to Subscription Model
Chapter 4 Marketing on the Web
Chatper 5 Business-to-Business Online Strategies
Chapter 6 Online Auctions,Virtual Communities,and Web Portals
Part 3 Technologies for Electronic Commerce
Chapter 7 Electronice 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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