E-business = 电子商务 / 8th ed.

preface .

part 1: 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 electronic commerce

transaction costs

markets and ttierarchies

using electronic commerce to reduce transaction costs

network economic structures

.network effects

using electronic commerce to create network effects

identifying electronic commerce opportunities

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 intemet

commercial use of the internet

growth of the internet

emergence of the world wide web

packet-switched networks

routing packets

intemet protocols

tcp/ip

ip addressing

domain names

web page request and delivery protocols

electronic mail protocols

unsolicited commercial e-mail (uce, spare)

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

internet2 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 models

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

aehieving 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 aequisition, 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

outsoureing 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 qnestions

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 e1)i 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 marketplaees

private stores and customer portals

private company marketplaces

industry consortia-sponsored marketplaces

summary

key terms

review questions

exercises

gases

for further study and research

chapter 6 online auctions, virtual communities, and web portals

auetion overview

origins of auctions

english auctions

dutch auctions

first-price sealed-bid auctions

second-price sealed-bid auctions

open-outcry double auctions

sealed-bid double auctions

reverse (seller bid) auctions

online auctions and related businesses

general consumer auctions

specialty consumer auctions

consumer reverse auctions and group purchasing sites

business-to-business auctions

business-to-business reverse auctions

auction-related services

virtual communities: web portals and social networks

mobile communications technology

mobile business

intelligent software agents

virtual communities

early web communities

web community consolidation

the second wave of electronic gommerce: social networking

revenue models for social networking sites

summary

key terms

review questions

exercises

cases

for further study and research

part 3: technoloqies for electronic commerce

chapter 7 electronic commerce software

web hosting alternatives

basic functions of electronic commerce software

catalog display

shopping cart

transaction processing

advanced functions of electronic commerce software

middleware

enterprise application integration and databases

web services

integration with erp systems

electronic commerce software for small and midsize companies

basic commerce service providers

mall-style commerce service providers

estimated operating expenses for a small web business

electronic commerce software for midsize to large businesses

web site development tools

electronic commerce software for large businesses

enterprise-glass electronic commerce software

customer relationship management software

supply chain management software

content management software

knowledge management software

summary

key terms

review questions

exercises

cases

for further study and research

chapter 8 electronic commerce security

online security issues overview

managing risk

elements of computer security

security policy and integrated security

security for client computers

cookies

web bugs

active content

java applets

javascript

activex controls

graphics and plug-lns

viruses, worms, and antivirus software

digital certificates

steganography

physical security for clients

communication channel security

secrecy threats

integrity threats

necessity threats

threats to tile physical security of internet communications channels

threats to wireless networks

encryption solutions

ensuring transaction integrity with ilash functions

ensuring transaction integrity with digital signatures

guaranteeing transaction delivery

security for server computers

web server threats

database threats

other programming threats

threats to the physical security of web servers

access control and authentication

firewalls

organizations that promote computer security

cert

other organizations

computer forensics and ethical ttaeking

8ummary

key terms

review questions

exercises

cases

for further study and research

chapter 9 payment systems for electronic commerce

online payment basics

payment cards

advantages and disadvantages of payment cards

payment acceptance and processing

electronic cash

mieropayments and small payments

privacy and security of electronic cash

ttolding electronic cash: online and offiine cash

advantages and disaavantages of electronic cash

how electronic cash works

providing security for electronic cash

electronic cash systems

electronic wallets

microsoft windows live id

yahoo! wallet

stored-value cards

magnetic strip cards

smart cards

internet teehnologies and the banking industry

check processing

phishing attacks

organized crime, identity theft, and phishing attacks

phishing attack countermeasures

summary

key terms

review questions

exercises

cases

for further study and research

part 4: integration

chapter 10 planninrfor electronic commerce

planning electronic commerce initiatives

identifying objectives

linking objectives to business strategies

measuring benefits

managing costs

comparing benefits to costs

return on investment (roi)

strategies for developing electronic commerce web sites

internal development vs. outsourcing

selecting a hosting service

new methods for implementing partial outsoureing

managing electronic commerce implementations

project management

project portfolio management

staffing for electronic commerce

postimplementation audits

summary

key terms

review questions

exercises

cases

for further study and research ...