電子商務(wù)

前言

E-Business, Eighth Edition provides complete coverage of the key business and technology elements of electronic commerce. The book does not assume that readers have any previous electronic commerce knowledge or experience,In 1998, having spent several years doing electronic commerce research, consulting, and corporate training, I began developing an undergraduate business school course and an MBA-level course in electronic commerce. Although I had used a variety of books and other materials in my corporate training work, I was concerned that those materials would not work well in university courses because they were written at widely varying levels and did not have the pedagogic organization and features, such as review questions, that are so important to students.After searching for a textbook that offered balanced coverage of both the business and technology elements of electronic commerce, I concluded that no such book existed. The first edition of E-Business was written to fill that void. In the subsequent editions, I have worked to improve the book and keep it current with the rapid changes in this dynamic field. The eighth edition includes many updates to the content that reflect the rapid changes that are occurring in electronic commerce today.

內(nèi)容概要

　　本書是一本均衡講述電子商務(wù)中商務(wù)問(wèn)題和技術(shù)問(wèn)題的教科書，既不是避開(kāi)技術(shù)談管理，也不是通篇陷入技術(shù)細(xì)節(jié)之中，達(dá)到了技術(shù)與管理、管理與實(shí)務(wù)的有機(jī)結(jié)合。全書分為四篇，即概述篇、業(yè)務(wù)戰(zhàn)略篇、技術(shù)篇和整合篇。較之舊版，新版力求反映出電子商務(wù)領(lǐng)域中的最新變化以及企業(yè)和社會(huì)如何響應(yīng)這些變化。新增的內(nèi)容包括：品牌作用和在線銷售的品牌產(chǎn)品，音樂(lè)和影視產(chǎn)品在線銷售的新進(jìn)展，移動(dòng)商務(wù)中的融合作用，文字廣告的新形式，移動(dòng)用戶和Web，社會(huì)網(wǎng)絡(luò)站點(diǎn)，小額貸款方面的進(jìn)展，在線客戶關(guān)系管理軟件等?！　”緯ㄎ幻鞔_、體例新穎、結(jié)構(gòu)合理、內(nèi)容全面、評(píng)議精煉、敘述清晰、適合作為高等院校相關(guān)專業(yè)的電子商務(wù)課程教材，也可供企業(yè)經(jīng)營(yíng)管理者和從事電子商務(wù)的專業(yè)人士參考。

作者簡(jiǎn)介

作者：(美國(guó)) 施耐德 (SchneeiderG.P.) Gary P．Schneider，目前是美國(guó)奎尼皮亞克大學(xué)會(huì)計(jì)系的William S．Perlroth教授，曾先后任教于圣迭戈大學(xué)、田納西大學(xué)、賽維爾大學(xué)，講授電子商務(wù)、數(shù)據(jù)庫(kù)設(shè)計(jì)、供應(yīng)鏈管理和管理會(huì)計(jì)等課程，多次獲得優(yōu)秀教學(xué)獎(jiǎng)。迄今為止，他在會(huì)計(jì)、信息系統(tǒng)、管理學(xué)方面已經(jīng)出版了50多部著作，并在《lnterfaces》、《IS Audit＆Conlrol Joumal》、《Joumal oflnformation Systems》等許多權(quán)威刊物上發(fā)表了。90余篇研究論文。他在美國(guó)會(huì)計(jì)協(xié)會(huì)非?；钴S，現(xiàn)任《Accounling lnformationSystems and Technology Reporter》的編輯，并同時(shí)兼任多個(gè)權(quán)威期刊的編委。他在開(kāi)始學(xué)術(shù)生涯之前，在俄亥俄州作為CPA(注冊(cè)會(huì)計(jì)師)工作了14年。

書籍目錄

PrefacePart1:IntroductionChapter 1 Introduction to Electronic CommerceElectronic Commerce：The Second WaveElectronic Commerce and Electronic BusinessCategories of Electronic CommerceThe Development and Growth of Electronic CommerceThe Dot-Com Boom．Bust．a(chǎn)nd RebirthThe Second Wave of Electronic CommerceBusiness Models．Revenue Models．a(chǎn)nd Business ProcessesFocus on Specific Business ProcessesRole of Merchandisingproduct／Process Suitability to Electronic CommerceAdvantages of Electronic CommerceDisadvantages of Electronic CommerceEconomic Forces and E1ectroniO CommerceTransaction CostsMarkets and HierarchiesUsing Electronic Commerce to Reduce Transaction CostsNetwork Economic StructuresNetwork EffectsUsing Electronic Commerce to Create Network EffectsIdentifying Electronic commerce 0pportunitiesStrategic Business Unit Value ChainsIndustry Value ChainsSWOT Analysis：Evaluating Business Unit opportunitiesInternational Nature of Electronic CommerceTrust Issues on the WebLanguage IssuesCultural IssuesCulture and GovernmentInfrastructure IssuesSummaryKey TermsReview QuestionsExercisesCasesFor Further Study and ResearchChapter 2 Technology Infrastructure: The Internet and the World Wide Web The Internet and the World Wide WebOrigins of the InternetNew Uses for the InternetCommercial Use of the InternetGrowth of the InternetEmergence 0f the W0rld Wide WebPacket-Switched NetworksRouting PacketsInternet ProtocolsTCP／IPIP AddressingDomain NamesWeb Page Request and Delivery ProtocolsElectronic Mail ProtocolsUnsolicited Commercial E．Mail(UCE，Spam)Markup Languages and the WebStandard Generalized Markup LanguageHypertext Markup LanguageExtensible Markup Language(XML)HTML and XML EditorsIntranets and ExtranetsIntranetsExtranetsPublic and Private NetworksVirtual Private Network (VPN)Internet Connection OptionsConnectivity Overview Voice-Grade Telephone ConnectionsBroadband ConnectionsLeased-Line ConnectionsWireless ConnectionsInternet and the Semantic WebSummaryKey TermsReview QuestionsExercisesCases For Further Study and Research Part 2：Business Strategies for Electronic Commerce Chapter 3 Selling on the Web: Revenue Models and Building a Web PresenceRevenue ModelsWeb Catalog Revenue M0delsDigital Content Revenue ModelsAdvertising-Supported Revenue ModelsAdvertising-Subscription Mixed Revenue ModelsFee-for-Transaction Revenue Models Online VideoFee-for-Service Revenue ModelsRevenue Models in Transition Subscription to Advertising-Supported ModelAdvertising-Supported to Advertising-Subscription Mixed ModelAdvertising-Supported to Fee-for-Services Model Advertising-Supported to Subscription ModelMultiple TransitionsRevenue Strategy IssuesChannel Conflict and CannibalizationStrategic Alliances and Channel Distribution ManagementMobile CommerceCreating an Effective Web PresenceIdentifying Web Presence GoalsAchieving Web Presence GoalsWeb Site UsabilityHow the Web Is DifferentMeeting the Needs of Web Site VisitorsTrust and LoyaltyRating Electronic Commerce Web SitesUsability TestingCustomer-Centric Web Site DesignConnecting with CustomersThe Nature of Communication on the WebSummaryKey TermsReview QuestionsExercisesCasesFor Further Study and ResearchChapter 4 Marketing on the WebWeb Marketing StrategiesProduct-Based Marketing StrategiesCustomer-Based Marketing StrategiesCommunicating with Different Market SegmentsTrust, Complexity, and Media ChoiceMarket SegmentationMarket Segmentation on the WebOffering Customers a Choice on the WebBeyond Market Segmentation: Customer Behavior and Relationship IntensitySegmentation Using Customer BehaviorCustomer Relationship Intensity and Life-Cycle SegmentationAcquisition, Conversion, and Retention of CustomersCustomer Acquisition, Conversion, and Retention: The Funnel ModelAdvertising on the WebBanner AdsText AdsOther Web Ad FormatsSite SponsorshipsOnline Advertising Cost and EffectivenessEffectiveness of Online AdvertisingE-Mail MarketingPermission MarketingCombining Content and AdvertisingOutsourcing E-Mail ProcessingTechnology-Enabled Customer Relationship ManagementCRM as a Source of Value in the MarketspaceCreating and Maintaining Brands on the WebElements of BrandingEmotional Branding vs. Rational BrandingBrand Leveraging StrategiesBrand Consolidation StrategiesCosts of BrandingAffiliate Marketing StrategiesViral Marketing StrategiesSearch Engine Positioning and Domain NamesSearch Engines and Web DirectoriesPaid Search Engine Inclusion and PlacementWeb Site Naming IssuesSummaryKey TermsReview QuestionsExercisesCasesFor Further Study and ResearchChapter 5 Business-to-Business Online StrategiesPurchasing, Logistics, and Support ActivitiesPurchasing ActivitiesDirect vs. Indirect Materials PurchasingLogistics ActivitiesSupport ActivitiesE-GovernmentNetwork Model of Economic OrganizationElectronic Data InterchangeEarly Business Information Interchange EffortsEmergence of Broader EDI StandardsHow EDI WorksValue-Added NetworksEDI PaymentsEDI on the InternetOpen Architecture of the InternetSupply Chain Management Using Internet TechnologiesValue Creation in the Supply ChainIncreasing Supply Chain EfficienciesUsing Materials-Tracking Technologies with EDI and Electronic CommerceCreating an Ultimate Consumer Orientation in the Supply ChainBuilding and Maintaining Trust in the Supply ChainElectronic Marketplaces and PortalsIndependent Industry MarketplacesPrivate Stores and Customer PortalsPrivate Company MarketplacesIndustry Consortia-Sponsored MarketplacesSummaryKey TermsReview QuestionsExercisesCasesFor Further Study and ResearchChapter 6 Online Auctions, Virtual Communities, and Web PortalsAuction OverviewOrigins of AuctionsEnglish AuctionsDutch AuctionsPart 3: Technologies for Electronic CommerceChapter 7 Electronic Commerce SoftwareChapter 8 Electronic Commerce SecurityChapter 9 Payment Systems For Electronic CommercePart 4 IntegrationChapter 10 Planning for Electronic Commerce

章節(jié)摘錄

插圖：Network EffectsEconomists have found that most activities yield less value as the amount of consumption increases. For example, a person who consumes one hamburger obtains a certain amount of value from that consumption. As the person consumes more hamburgers, the value pro-vided by each hamburger decreases. Few people find the fifth hamburger as enjoyable as the first. This characteristic of economic activity is called the law of diminishing returns. In networks, an interesting exception to the law of diminishing returns occurs. As more people or organizations participate in a network, the value of the network to each participant increases. This increase in value is called a network effect.To understand how network effects work, consider an early user of a fax machine. When fax machines were first introduced, few companies had fax machines. The value of each fax machine increased as more companies purchased fax machines. As the network of fax machines grew, the capability of each individual fax machine increased because it could be used to communicate with more companies. The increase in the value of each fax machine is the result of a network effect.

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