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Jingdong book

经济教材译丛：电子商务（原书第10版）

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Jingdong book

经济教材译丛：电子商务（原书第10版）

Name: 经济教材译丛：电子商务（原书第10版）
Brand: Jingdong book
SKU: 3101007691
Price: 45.17 USD
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《经济教材译丛：电子商务（原书第10版）》的主要内容是基于互联网和万维网来从事商务活动的理论与实务。《经济教材译丛：电子商务（原书第10版）》共分四个部分，即概述、业务战略、技术和整合，涵盖和探讨了电子商务所有重要的商务问题和技术问题，通俗易懂。书中有大量的案例，要求读者解决企业中出现的问题，为读者提供实际应用所学知识的机会。本书适合高等院校电子商务及相关专业的本科生、研究生及MBA学员。

Catalogue

第一部分概述

第1章电子商务概述

1.1电子商务：第三次浪潮

1.2商业模式、收入模式和业务流程

1.3电子商务的优势和注意事项

1.4经济因素与电子商务

1.5识别电子商务的机会

1.6电子商务的国际化性质

本章小结

复习题

练习题

案例1-1Amazon.com

案例1-2哈勒五金公司

第2章技术基础：互联网与WWW

2.1互联网和WWW

2.2包交换网络

2.3互联网协议

2.4WWW的兴起

2.5标记语言和WWW

2.6互联网接入方案

2.7第二代互联网与语义网

本章小结

复习题

练习题

案例2-1海得拉巴市的互联网接入

案例2-2便携娱乐设备公司

第二部分业务战略

第3章网上销售

3.1在线业务的盈利模式

3.2战略的改变：交易中的盈利模式

3.3网上业务收入策略

3.4企业网上商业形象的有效建立

3.5网站的可用性

3.6使用互联网与客户联系

本章小结

复习题

练习题

案例3-1孤独星球

案例3-2国际贸易研究协会

第4章网络营销

4.1网络营销战略

4.2同各细分市场沟通

4.3超越市场细分：客户行为与关系强度

4.4网上广告

4.5电子邮件营销

4.6技术支持的客户关系管理

4.7互联网上品牌的创建和维护

4.8搜索引擎排名与域名

本章小结

复习题

练习题

案例4-1乐施会

案例4-2蒙大拿州山地自行车俱乐部

第5章企业间电子商务活动：提高效率、降低成本

5.1采购、物流和企业业务支持活动

5.2电子数据交换

5.3使用互联网技术的供应链管理

5.4电子市场和门户

本章小结

复习题

练习题

案例5-1哈雷-戴维森公司

案例5-2美国包装机械公司

第6章社交网络、移动商务、网上拍卖

6.1从虚拟社区到社交网络

6.2移动商务

6.3网上拍卖

6.4网上拍卖及相关业务

本章小结

复习题

案例6-1阿里巴巴

案例6-2Metamora古镇

第7章电子商务环境：法律、道德与税务问题

7.1电子商务的法律环境

7.2网上企业知识产权的使用与保护

7.3网上犯罪、恐怖活动与战争

7.4道德问题

7.5税务和电子商务

本章小结

复习题

练习题

案例7-1Nissan.com

案例7-2埃拉索拉斯公司

第三部分技术篇

第8章网站服务器的软件和硬件

8.1Web服务器基础

8.2Web服务器的软件

8.3电子邮件

8.4网站实用程序

8.5Web服务器的硬件

本章小结

复习题

练习题

案例8-1微软与中国

案例8-2Random Walk休闲鞋店

第9章电子商务软件

9.1主机托管方案

9.2电子商务软件的基本功能

9.3电子商务软件与其他软件的协同工作

9.4面向中小企业的电子商务软件

9.5面向大中型企业的电子商务软件

9.6面向大企业的电子商务软件

本章小结

复习题

练习题

案例9-1英格索兰公司高尔夫球车分公司

案例9-2州政府的Web服务

第10章电子商务的安全

10.1在线安全问题概述

10.2客户机的安全

10.3通信信道的安全

10.4服务器的安全

10.5推进计算机安全的组织

本章小结

复习题

练习题

案例10-1Bibliofind公司

案例10-2物料设备公司

第11章电子商务支付系统

11.1网上支付基础

11.2支付卡

11.3电子现金

11.4数字钱包

11.5储值卡

11.6互联网技术与银行业

11.7犯罪活动和支付系统：网络钓鱼与身份盗窃

本章小结

复习题

练习题

案例11-1印第安纳第一网络银行

案例11-2驼鹿小屋

第四部分整合篇

第12章电子商务规划

12.1电子商务的效益识别和成本估算

12.2电子商务网站开发战略

12.3管理电子商务的实施

本章小结

复习题

练习题

案例12-1Idealab

案例12-2戴维斯人力资源公司

术语表

延伸阅读

Book Abstract

许多大中型企业发现，想要在这种系统上开发新的信息系统和网站，进而开发新市场并重构供应链，其实非常困难。以前，企业要花费很多时间（常常是好几年）实现与顾客建立新的接触方式或重构供应链以改变与供应商的关系。但是，互联网改变整个行业价值链上市场和渠道的速度不允许这么久的转型时间。现在，公司要想很好地适应信息时代经营环境的迅速变化，不能够再采取传统的系统开发方法了。这些新方法包括本章后面将讲述的孵化器和快速风险投资等。

12．2．1内部开发与外包

许多公司认为外包整个电子商务项目也能够在网上开展业务，但大多数公司持相反的看法。不论采用哪种电子商务方案，项目的成功都取决于电子商务与企业业务的集成和支持程度。由内部人员负责项目的优点是他们了解企业的特殊需求，能够保证项目符合企业的目标和组织的文化。外部咨询人员不可能在实施项目之前非常熟悉企业的文化。但大多数公司的企业规模不大或者内部专家太少，无法在没有外部帮助的情况下开展电子商务项目。电子商务成功的关键是在外包和内部支持之间取得平衡。委托另一家公司为项目提供外部支持的做法称为外包（outsom’cing）。

1．内部团队

在确定电子商务哪些项目需要外包时，首先要组建负责该项目的内部团队。这个团队应该包括了解互联网及其技术的人，他们知道技术的能力和限制。团队成员应该有创造性思维，希望公司能够超越目前的境况。他们在公司的业务非常出色，如果其他同事不把他们看成是成功者，该项目就会缺乏公司内部的信任。

有些公司常犯的一个错误是招募一位技术奇才来领导电子商务项目，此人对业务了解不多，公司上下也没几个人认识他。这样的项目失败概率很高。在实施电子商务时，业务知识、创造性和部门经理的尊敬要比技术专长重要得多。项目的领导者应当非常熟悉公司的目标和企业文化，以有效地管理项目的实施。

衡量内部团队的绩效非常重要，但不一定用金钱指标，可以用任何适合目标衡量的指标。顾客满意度、增加的销售量和缩短订单处理时问都可作为评价团队绩效的衡量指标。这种衡量应该体现出电子商务项目对公司向顾客让渡价值能力的影响。许多咨询人员建议，应该拨出专款（占项目预算的5％～10%）来量化项目的价值并衡量价值的实现程度。

员工的企业和业务流程知识也是一种智力资本，公司已经逐渐意识到它的藿要性。过去，公司并不重视其人力资本的价值，因为这种价值无法反映在会计科目或财务报表里。

利夫·埃德温森（LeifEdvinsson）曾经衡量过瑞典的一家大型理财企业一一斯堪的亚（skandia）集团公司的人力资本。埃德温森在衡量企业的智力资产时，除了员工的能力外，还考虑了顾客忠诚的价值和业务伙伴的价值。这种评价智力资产的方法是一种很好地评估和跟踪内部团队及其与外部咨询顾问联系的工具。这种方法目前仅用在衡量系统开发工作，本章末尾的延伸阅读里还附有埃德温森和马克斯·博伊萨（，MaxBtisot）的著作，其中介绍了另一种人力资产衡量方法。

内部团队应该负责从设定目标到网站的最终实施和运营的整个过程，决定将项目的哪些部分外包（以及外包给谁），公司需要为项目聘请什么样的咨询顾问或伙伴。在项目早期，咨询顾问、外包商和合作伙伴非常重要，因为他们要比大多数信息系统专家更早地接触和应用新技术。

……

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