电子商务（英文精编版）（第8版）

图书标准信息

• 作者 [美]施耐德（Schneider G.P） 著
• 出版社 机械工业出版社
• 出版时间 2009-08
• 版次 8
• ISBN 9787111268956
• 定价 66.00元
• 装帧 平装
• 开本 16开
• 纸张 胶版纸
• 页数 487页
• 正文语种 英语
• 丛书 经典原版书库

【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

【目录】

Preface
Part1:Introduction
Chapter1IntroductiontoElectronicCommerce
ElectronicCommerce：TheSecondWave
ElectronicCommerceandElectronicBusiness
CategoriesofElectronicCommerce
TheDevelopmentandGrowthofElectronicCommerce
TheDot-ComBoom．Bust．andRebirth
TheSecondWaveofElectronicCommerce
BusinessModels．RevenueModels．andBusinessProcesses
FocusonSpecificBusinessProcesses
RoleofMerchandising
product／ProcessSuitabilitytoElectronicCommerce
AdvantagesofElectronicCommerce
DisadvantagesofElectronicCommerce
EconomicForcesandE1ectroniOCommerce
TransactionCosts
MarketsandHierarchies
UsingElectronicCommercetoReduceTransactionCosts
NetworkEconomicStructures
NetworkEffects
UsingElectronicCommercetoCreateNetworkEffects
IdentifyingElectroniccommerce0pportunities
StrategicBusinessUnitValueChains
IndustryValueChains
SWOTAnalysis：EvaluatingBusinessUnitopportunities
InternationalNatureofElectronicCommerce
TrustIssuesontheWeb
LanguageIssues
CulturalIssues
CultureandGovernment
InfrastructureIssues
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch

Chapter2TechnologyInfrastructure:TheInternetandtheWorldWideWeb
TheInternetandtheWorldWideWeb
OriginsoftheInternet
NewUsesfortheInternet
CommercialUseoftheInternet
GrowthoftheInternet
Emergence0ftheW0rldWideWeb
Packet-SwitchedNetworks
RoutingPackets
InternetProtocols
TCP／IP
IPAddressing
DomainNames
WebPageRequestandDeliveryProtocols
ElectronicMailProtocols
UnsolicitedCommercialE．Mail(UCE，Spam)
MarkupLanguagesandtheWeb
StandardGeneralizedMarkupLanguage
HypertextMarkupLanguage
ExtensibleMarkupLanguage(XML)
HTMLandXMLEditors
IntranetsandExtranets
Intranets
Extranets
PublicandPrivateNetworks
VirtualPrivateNetwork(VPN)
InternetConnectionOptions
ConnectivityOverview
Voice-GradeTelephoneConnections
BroadbandConnections
Leased-LineConnections
WirelessConnections
InternetandtheSemanticWeb
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch

Part2：BusinessStrategiesforElectronicCommerce
Chapter3SellingontheWeb:RevenueModelsandBuildingaWebPresence
RevenueModels
WebCatalogRevenueM0dels
DigitalContentRevenueModels
Advertising-SupportedRevenueModels
Advertising-SubscriptionMixedRevenueModels
Fee-for-TransactionRevenueModels
OnlineVideo
Fee-for-ServiceRevenueModels
RevenueModelsinTransition
SubscriptiontoAdvertising-SupportedModel
Advertising-SupportedtoAdvertising-SubscriptionMixedModel
Advertising-SupportedtoFee-for-ServicesModel
Advertising-SupportedtoSubscriptionModel
MultipleTransitions
RevenueStrategyIssues
ChannelConflictandCannibalization
StrategicAlliancesandChannelDistributionManagement
MobileCommerce
CreatinganEffectiveWebPresence
IdentifyingWebPresenceGoals
AchievingWebPresenceGoals
WebSiteUsability
HowtheWebIsDifferent
MeetingtheNeedsofWebSiteVisitors
TrustandLoyalty
RatingElectronicCommerceWebSites
UsabilityTesting
Customer-CentricWebSiteDesign
ConnectingwithCustomers
TheNatureofCommunicationontheWeb
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch

Chapter4MarketingontheWeb
WebMarketingStrategies
Product-BasedMarketingStrategies
Customer-BasedMarketingStrategies
CommunicatingwithDifferentMarketSegments
Trust,Complexity,andMediaChoice
MarketSegmentation
MarketSegmentationontheWeb
OfferingCustomersaChoiceontheWeb
BeyondMarketSegmentation:CustomerBehaviorandRelationshipIntensity
SegmentationUsingCustomerBehavior
CustomerRelationshipIntensityandLife-CycleSegmentation
Acquisition,Conversion,andRetentionofCustomers
CustomerAcquisition,Conversion,andRetention:TheFunnelModel
AdvertisingontheWeb
BannerAds
TextAds
OtherWebAdFormats
SiteSponsorships
OnlineAdvertisingCostandEffectiveness
EffectivenessofOnlineAdvertising
E-MailMarketing
PermissionMarketing
CombiningContentandAdvertising
OutsourcingE-MailProcessing
Technology-EnabledCustomerRelationshipManagement
CRMasaSourceofValueintheMarketspace
CreatingandMaintainingBrandsontheWeb
ElementsofBranding
EmotionalBrandingvs.RationalBranding
BrandLeveragingStrategies
BrandConsolidationStrategies
CostsofBranding
AffiliateMarketingStrategies
ViralMarketingStrategies
SearchEnginePositioningandDomainNames
SearchEnginesandWebDirectories
PaidSearchEngineInclusionandPlacement
WebSiteNamingIssues
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch

Chapter5Business-to-BusinessOnlineStrategies
Purchasing,Logistics,andSupportActivities
PurchasingActivities
Directvs.IndirectMaterialsPurchasing
LogisticsActivities
SupportActivities
E-Government
NetworkModelofEconomicOrganization
ElectronicDataInterchange
EarlyBusinessInformationInterchangeEfforts
EmergenceofBroaderEDIStandards
HowEDIWorks
Value-AddedNetworks
EDIPayments
EDIontheInternet
OpenArchitectureoftheInternet
SupplyChainManagementUsingInternetTechnologies
ValueCreationintheSupplyChain
IncreasingSupplyChainEfficiencies
UsingMaterials-TrackingTechnologieswithEDIandElectronicCommerce
CreatinganUltimateConsumerOrientationintheSupplyChain
BuildingandMaintainingTrustintheSupplyChain
ElectronicMarketplacesandPortals
IndependentIndustryMarketplaces
PrivateStoresandCustomerPortals
PrivateCompanyMarketplaces
IndustryConsortia-SponsoredMarketplaces
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch

Chapter6OnlineAuctions,VirtualCommunities,andWebPortals
AuctionOverview
OriginsofAuctions
EnglishAuctions
DutchAuctions
Part3:TechnologiesforElectronicCommerce
Chapter7ElectronicCommerceSoftware
Chapter8ElectronicCommerceSecurity
Chapter9PaymentSystemsForElectronicCommerce
Part4Integration
Chapter10PlanningforElectronicCommerce