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Unit 1 Electronic Commerce Theory 1

Text A Overview of Electronic Commerce 1

Exercises 6

Text B Advantages And Disadvantages of Electronic Commerce 7

Reading Materials 11

IT Producing Industries-Hopeful Sighs In 2003 11

IT Producing Industries Weather the Recession and Recover Slowly 11

Unit 2 Internet and Protocols 14

Text A Computer Networks 14

Exercises 19

Text B The TCP/IP Protocol Suite 20

Reading Materials 25

A Nation Online:How Americans Are Expanding Their Use Of The Internet 25

Unit 3 Economics of Electronic Commerce 28

Text A Interaction of Economics and E-commerce 28

Exercises 32

Text B E-Commerce Changes the Economics of Research 34

Reading Materials 38

Online Marketing Basics 38

Establishing a Web Presence 38

Unit 4 Web Publishing 40

Text A Online Publishing 40

Exercises 43

Text B Opportunities and Risks of Electronic Publishing 44

Reading Materials 49

Assessing the Need for an Online Store 49

Unit 5 Logistics 51

Text A Logistics in Electronic Commerce 51

Exercises 56

Text B The Logistics Gaps in China 57

Reading Materials 62

The First Step to Internet Marketing:Pick Something to Promote 62

Step One:Pick Something to Promote 62

Selling Stuff 62

Collecting Leads 63

Info to Collect 63

Other Stuff You Can Achieve with Search Ads 64

Unit 6 EDI and Its Application 65

Text A Electronic Data Interchange(EDI) 65

Exercises 69

Text B EDI Adoption and EDI Maturity 70

Reading Materials 75

Ten Key Steps to Successfully Marketing Your Business Online 75

Unit 7 Electronic Marketing Structure and Direct Marketing 79

Text A Overview of Electronic Marketing Structure 79

Exercises 83

Text B Direct Marketing 84

Reading Materials 89

Internet Marketing and customer referrals 89

Unit 8 SCM and Electronic Commerce 91

Text A IT and supply-chain management 91

Exercises 95

Text B The significance of virtual value chains in revealing new market opportunities 96

Reading Materials 101

A History of Logistics/Supply Chain Management 101

Unit 9 Advertising Strategies 104

Text A Advertising Methods on the Web 104

Exercises 109

Text B Advertisement Strategies 110

Reading Materials 114

How to Start Selling Online 114

Unit 10 Security Issues in Electronic Commerce 116

Text A Internet E-Commerce Security 116

Exercises 121

Text B Creating and maintaining Brands on the Web 123

Reading Materials 128

E-Commerce Security:Fact or Fiction? 128

Unit 11 Electronic Commerce Legislation 130

Text A Legal Issues in E-Commerce 130

Exercises 134

Text B Secure Payment Protocols and Security Schemes 136

Reading Materials 141

How Does an Online Store Handle Credit Card Orders? 141

Unit 12 Web Marketing 142

Text A Web Marketing Strategies 142

Exercises 146

Text B Protection of Intellectual property in Online Business 147

Reading Materials 152

Keyword Research 152

Unit 13 Electronic Commerce and Information Economy 154

Text A The Evolving Information Economy 154

Exercises 157

Text B The Information Economy and Competitive Advantage of Enterprises:A Value Chain Analysis 159

Reading Materials 165

E-Commerce in the Digital Economy 165

Unit 14 Electronic Commerce Trust 167

Text A Role of Trust in e-business Success 167

Exercises 172

Text B Designing Trust into Online Experiences 173

Reading Materials 178

Competing for Eyeballs by Branding 178

Unit 15 Electronic Commerce Planning 180

Text A Planning Electronic Commerce Initiatives 180

Exercises 184

Text B Managing Electronic Commerce Implementation 185

Reading Materials 189

How to Choose the Right E-Commerce System 189

参考译文 191

第1单元　电子商务概要 191

第2单元　计算机网络 194

第3单元　课文A：经济学和电子商务的互动 196

第4单元　课文A：网络出版 198

第5单元　课文A：电子商务中的物流 200

第6单元　课文A：电子数据交换（EDI） 202

第7单元　课文A：网络营销结构概述 205

第8单元　课文A：信息技术与供应链管理 207

第9单元　课文A：网络广告方法 209

第10单元　电子商务网络安全 211

第11单元 电子商务的法律问题 214

第12单元　网络营销策略 216

第13单元　持续发展的信息经济 218

第14单元　信任在电子商务成功中的作用 220

第15单元　课文A：规划电子商务行动 223

练习参考答案 226

参考文献 244