从知识体系、内容上来说,本书主要从基本理论、流行商业模式和管理运营三个层面讨论了电子商务的理论知识和实务操作。本书参考了国外*新的资料,在很多概念和网站运营模式方面,选取了*新、*有代表性的成功或失败案例,指出了中国和其他**在电子商务方面的渊源,并对本土化中电子商务公司待解决问题和突破的方向等提出了建议。 此外,本书注重基础知识的应用,除了必要的语言基本能力培养外,还强调让学习者根据基础知识和技巧进行实际操作,解决实际问题,而不是简单的知识传授。

Unit 1 An Overview E-commerce Additional Reading: E-commerce Advantages and DisadvantagesUnit 2 E-commerce Platform Additional Reading: Internet Services that Support E-commerceUnit 3 Classifying E-commerce Business Models Additional Reading: One World; Diverse ModelsUnit 4 The B2B Bussiness Model Additional Reading: B2B Reverse Auction: Benefits and pitfalls for Small businessesUnit 5 The B2C Business Model Additional Reading: Building an Online Customer Experience CompetencyUnit6 The C2C Business Model Additional Reading: EBay VS. TaobaoUnit 7 Virtual Communities Additional Reading: Facebook and Its Chinese FollowersUnit 8 The Mobile Commerce Additional Reading: Shopping With CellphonesUnit 9 E-marketing Strategies Additional Reading: Online advertising: Not ye olde bannersUnit 10 E-commerce Payment Systems Additional Reading: A Further Exploration of the EPSUnit 11 E-commerce Security Issues Additional Reading: E-commerce Security System: Guidelines and PrecautionsUnit 12 E-commerce Managerial Issues Additional Reading: E-commerce Tax and International IssuesAppendix Ⅰ Reference Translation of TextsAppendix Ⅱ Key to the ExercisesAppendix Ⅲ TapescriptsAppendix Ⅳ Glossary