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*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。

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