电子商务：英文版

Introduction

Chapter 1: Introduction to Electronic Commerce

Traditional Commerce and Electronic Commerce

Traditional Commerce

Electronic Commerce

International Electronic Commerce

Economic Forces and Electronic Commerce

Transaction Costs

Markets and Hierarcies

The Role of Electronic Commerce

Network Economic Structures

Network Effects

Value Chains in Electronic Commerce

Strategic Business Nuit Value Chains

Industry Value Chains

SWOT Analysis:Evaluating Business Unit Opportunities

The Role of Electonic Commerce

Summary

Key Terms

Review Questions

Exercises

Case

For Further Study and Research

Chapter 2: Technology Infrastructure:The Internet and the World Wide Web

The Internet and World Wide Web

Origins of the Internet

New Uses for the Internet

Commercial Use of the Internet

Growth of the Internet

Emergence of the world Wide Web

Packet-Switched Networks

Routing Packets

Internet Protocols

TCP/IP

IP Addressing

Domain Names

Web Page Request and Delivery Protocols

Electronic Mail Protocols

Markup Landguages and the Web

Standard Generalized Markup Language

Hypertext Markup Language(HTML)

Extensible Markup Language(XML)

HTML and XML Editors

Intranets and Extranets

Intranets

Extranets

Public and Private Networks

Virtual Private Network(VPN)

INTERNET Connection Potions

connectivity Overview

Voice-Grade Telephone connections

broadband Connections

Leased-Line Connections

Wireless Connections

Internet2 and the Semantic Web

Summary

Key Terms

Review Questions

Exercises

Case

For Further Study and Research

Business Strategies For Electronic Commerce

Chapter 3: Selling on the Web:Revenue Models and Builing a Web Presence

Revenue Models for Selling on the Web

Web Catalog Revenue Models

Digital Content Revenue Models

Advertising-Supported Revenue Models

Fee-for-Transaction Revenue Models

Fee-for-Service Revenue Models

Revenue Model in Transition

Subscrption 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

Rvenue Stategy Issues

Channel Conflict and Cannibalization

Strategic Alliances and channel Distribution Management

Creating an Effective Web Presence

Identifying web Presence Goals

Achieving Web Presence Goals

web Site Usability

How the Web is Different

meeting the Needs of Web Site Visitors

Trust and Loyalty

Rating Electonic commerce Web Sites

Usablility Testing

Connecting With Customers

The Nature of Communication on the Web

Summary

Key Terms

Review Questions

Exercises

Case

For Further Study and Research

Chapter 4: Marketing on the Web

Web Marketing Strategies

Product-Based Marketing Strategies

Customer-Based Marketing Strategies

Commuication with different Market Segments

Trust 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

Advertising ond the Web

Banner Ads

Other Web ad formats

E-mail Marketing

Permission Marketing

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 Stategies

Viral Marketing Stategies

Search Engine Positioning and Domain Names

Search engines and Web diectories

web Site Naming Issues

Summary

Key Terms

Review questions

Exercises

Case

For Further Study and Research

Chapter 5: Business-to-Business Strategies:From Electronic Data Interchange to Electronic commerce

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 Interchage Efforts

Emergence of Broader EDI Standards

How EDI Works

value-Added Networks

EDI on the Internet

Open Architecture of the Internet

Financial EDI

Supply Chain management

Value Creation in the Supply Chain

Internet Technologies and the Supply Chain

Building and Maintaining Trust in the Supply Chain

Electronic Marketplaces and Portals

Industry Marketplaces

Private Stores and Customer Portals

Private Company Marketplaces

Industry Consortia-Sponsord Marketplaces

Summary

Key Terms

Review questions

Exercises

Case

For Further Study and Research

Chapter 6: Web Auctions,virtual communities,and Web Portals

Auction Overview

Origins of Auctions

English Auctions

Dutch Auctions

First-Price Sealed-Bid Auctions

Second-Price Sealed-Bid Auctons

Open-Outcry Double Auctions

Sealed-Bid Double Auction

Web Auctions and Related Businesses

General Consumer Auctions

Specialty Consumer Auctions

Business-to-Business Auctions

Auction-Related Services

Seller-Bid(Reverse) Auctions

Group Purchansing Sites

Virtual community and Portal Stragegies

Mobile Commerce

Electronic Marketplaces

Intelligent Software Agents

Push Technology

Virtual Communities

Early Web communities

Web Community Consolidation

Web Portal Strategies

Summary

Key Terms

Review questions

Exercises

Case

For Further Study and Research

Chapter 7: The Environment of Electronic Commerce:International,Legal,Ethical,and Tax Issues

International Nature of Electonic Commerce

Trust and culture on the Web

Language Issues

Culture Issues

Infrastructure Issues

The Legal Environment of Electronic Commerce

Borders and Jurisdiction

Jurisdiction on the Internet

Contracting and Contract Enforcement in Electronic Commerce

Web Site Content Issues

Web-Based Crime,Terrorism,and Warfare

Ethical Issues

Ethics and Web Business Policies

Privacy Rights and Obligations

Communications with Children

Taxation and Electronic Commerce

Nexus

Income Taxes

Sales Taxes

Summary

Key Terms

Review questions

Exercises

Case

For Further Study and Research

Technologies for Electronic Commerce

Chapter 8: Web Server Hardware and Software

Web Server Basics

Types of Web Sites

Web Clients and Web Servers

Dynamic Content

Various Meanings of "Server"

Web Client/Server Communication

Two-Tier Client/Server Architecture

Three-Tier and N-Tier Client/Server Architectures

Software for Web Servers

Operating Systems for Web Servers

Web Server Software

Finding Web Server Software Information

Web Site and Internet utillity Programs

Finger and Ping Utilities

Tracert and Other Route-Tracing Programs

Electronic Mail

Telnet and FTP Utilities

Indexing and Searching Utility Programs

Data Analysis Software

Link-Checking Utilities

Remote Server Administration

Web Server Hardware

Server Computers

Web Server Performance Evaluation

Web Server Hardware Architecture

Web Hosting Choices

Summary

Key Terms

Review questions

Exercises

Case

For Further Study and Research

Chapter 9: Electronic Commerce Software

Basic Functions of Electronic Commerce Software

Catalog Display

Shopping Cart

Transaction Processing

Advanced Functions of Electronic Commerces Software

Middleware

Application Integration and Databases

Web Services

Integration with ERP Systems

Electronic Commerces Software for Small and Mid-Sized Companies

Basic commerce Service Providers

Mall-Style Commerce Service Provides

Estimated Operating Expenses for a Small Web Business

Electronic Commerce Software for Medium-Sized to Large Businesses

Web Site Development Tools

Intershop Enfinity

IBM WebSphere Commerce Professional Edition

Microsoft Commerce Server 2002

Electronic Commerce Software for Large Bussinesses

Enterprise-Class Electronic commerce Software

Customer Relationship Management Software

Supply Chain Management Software

Content Management Software

Knowlege Management Software

Summary

Key Terms

Review questions

Exercises

Case

For Further Study and Research

Chapter 10: Security threats to Electronic Commerce

Internet Security Issuers Overview

Computer Security Classifications

Security Policy and Integrated Security

Intellictual Property Threats

Cybersquatting

Name Changing

Name Stealing

Threats to the Security of Client Computers

Active Content

Steganography

Threats to the Security of Communication Channels

Secrecy Threats

Integrity Threats

Necessity Threats

Threats to the Physical Security of Internet Communications Channels

Threats to Wireless Networks

Threats to the Security of Server Computers

Web Server Threats

Database Threats

Common Gateway Interface Threats

Other Programming Threats

Threats to the Physical Security of Web Servers

Organizations that Promote Computer Security

Summary

Key Terms

Review questions

Exercises

Case

For Further Study and Research

Chapter 11: Implementing Electronic Commerce Security

Electronic Commerce Security Objectives

History of Security in Computer Information System

Security Requirements for Electronic Commerce

Protecting Intellectual Property

Protecting Privacy of Web Site Customers

Protecting Client Computers

Digital Certificates

Client Security in Microsoft Internet Explorer

Client Security in Netscape Navigator

Using Antivirus Software

Protecting Electronic Commerce Communication Channels

Encryption

Encryption Algorithms and Standards

Secure Sockets Layer(SSL)Protocol

Secure HTTP(S-HTTP)

Ensuring Transaction Integrity with Hash Functions

Ensuring Transaction Integrity with Digital Signatures

Guaranteeing Transaction Delivery

Protecting the Web Server

Access Control and Authentication

Operating System Controls

Firewalls

Computer Forensics and Ethical Hacking

Physical Security

Summary

Key Terms

Review questions

Exercises

Case

For Further Study and Research

Chapter 12: Payment Systems for

Electronic Commerce

Online Payment Basics

Payment Cards

Advantages and Disadvantages of Payment Cards

Payment Acceptance and Processing

Elecronic Cash

Holding Electronic Cash:Online and Office Cash

Advantages and Disadvantages of Electronic Cash

How Electronic Cash Works

Providing Security for Electronic Cash

Electronic Cash Systems

Electronic Wallets

Microsoft.NET Passport

Yahho!Wallet

W3C Micropayment Standards Development Activity

The ECML Standard

Stored-Value Cards

Magnetic Strip Cards

Smart Cards

Summary

Key Terms

Review questions

Exercises

Case

For Further Study and Research

Integration

Chapter 13: Planning for Electronic Commerce

Palnning Electronic Commerce Initiatives

Identifying Objectives

Linking Objectives to Business Strategies

Measuring Benefit Objectives

Measuring Cost Objectives

Comparing Benefits to Costs

Return on Investment(ROI)

Strateies for Developing Electronic Commerce Web Sites

Internal Development vs.Outsourcing

Selecting a Hosting Service

New Methods for Implementing Patial Outsourcing

Managing Electronic Commerce Implementations

Project Management

Project Protfolio Management

Staffing for Electronic Commerce

Post-Implementation Audits

Summary

Key Terms

Review questions

Exercises

Case

For Further Study and Research

Glossary

Index