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内容简介

　　《电子商务：中国视角（第2版 英文版）》共分10章，内容包括认识电子商务、电子商务发展战略、网络技术基础、电子商务网站建设、网络交易行为、网络营销策略、网络促销、电子支付、电子商务物流、电子商务安全管理等。

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目录

Chapter 1 Introduction to E-commerce
1．1 E-commerce Development： Past， Present and Future
1．2 Concept and Classification of E-commerce
1．3 Basic Program Pattern of E-commerce
1．4 Legal Relationship of Participants in E-commerce
1．5 Impact and Role of E-commerce in the Modern Economy
References

Chapter 2 Development Strategy of E-commerce
2．1 Development Strategy of E-commerce and Internet Thinking
2．2 The Environment of E-commerce Development
2．3 Government Development Strategy of E-commerce
2．4 E-commerce Strategy of Enterprise
2．5 Strategy of cross-border E-commerce
References

Chapter 3 E-commerce Technology Foundation
3．1 The Conception and Composition of Internet
3．2 Common Internet Service
3．3 TCP/IP
3．4 Application and Management of Domain Name
References

Chapter 4 E-cornmerce Website Construction
4．1 The General Design
4．2 Software and Hardware for Website Design
4．3 Website Content Construction
4．4 Investment Budget on Website
References

Chapter 5 Internet Trading Behavior
5．1 Overview of Internet Trading Behavior
5．2 PurcHasing Behavior of Internet Consumers
5．3 Online Trading Behavior
5．4 E-government Procurement
References

Chapter 6 E-marketing
6．1 Segmentation of E-marketing
6．2 Target Market Positioning
6．3 Branding Strategy of E-marketing
6．4 Pricing Strategy in E-marketing
6．5 Channel Strategy of E-marketing
6．6 E-marketing Service Strategy
6．7 Marketing Strategy of Mobile E-commerce
References

Chapter 7 Online Promotion
7．1 ConcePt， Classification and Functionality of Online Promotion
7．2 Implementation Procedure of Online Promotion
7．3 Online Advertising
7．4 Website Promotion
7．5 New Ways of Online Promotion
References

Chapter 8 Electronic payment
8．1 The Traditional Mode of Payment
8．2 Electronic Payment
8 3 Two International Security Protocols in Electronic Payment Systems
8．4 Electronic Banking
8．5 The Third Party Payment
8．6 P2P Lending
8．7 To strengthen Guidance， and Promote the Rapid Development of Electronic Payment in China
References

Chapter 9．E-Commerce Logistics
9．1 Overview of E-commerce Logistics
9．2 E-commerce Logistics Model
9．3 E-commerce Logistics Technology
9．4 The Internet of Things
References

Chapter 10 Security Management in Network Transactions
10．1 Fundamental Ways in Analyzing the Risks and Administration in Network Transactions
10 2 Client Authentication Technology
10 3 Preventing Intrusion by Hackers
10．4 The safety Management System of the Network Trading
10．5 Legal Protection of E-commerce Transaction Security
References

前言/序言

　　From 2012 （the publication year of the first edition） to 2016， the emphasis on Ecommerce has far exceeded people's expectation. Prime Minister Li Keqiang mentioned three times developing E-commerce in Chinese government's Annual Work Report. The State Council has published dozens of document to urge on the development of Ecommerce. Chinese Ministry of Commerce， Ministry of Industry and Information Technology， Ministry of Agriculture and General Administration of Customs actively promote the pilot and the application of E-commerce. Both "Internet plus" operation and "One Belt and One Road" strategy take E-commerce as the development breakthrough. Local governments at all levels take E-commerce as the key measure for the transformation of the enterprises and the development of the new economy. The status of the E-commerce has become more and more important in the economic structure. In 2015， Chinese turnover of E-commerce transactions reached 20 trillion for the first time. Turnover of B2C has firstly surpassed that of C2C. The retail turnover of the mobile network surpassed that of the PC network. Free trade area of crossborder E-commerce has generalized to 13 cities. Annual express volume has firstly exceeded 20 billion， steadily ranking the first place globally. All these major events have showed the broad， promising future of Chinese E-commerce.
　　Principles and Practice o f E-commerce （the tenth edition published by Xidian University Press） is under painting. Based on the new data of the tenth edition， this book also conducts some corresponding renewals.
　　Chapter one： the development condition and trend of global E-commerce have been updated. Chapter two： the content of "Internet Thinking" and cross border Ecommerce have been added. Chapter three： the latest development of Internet technologies has been supplemented. Chapter four： the content of network construction has been adjusted. Chapter six： consumption behaviors of the consumers have been modified. Chapter seven： the branding， pricing and channel strategy of Internet marketing as well as the commercial models of mobile E-commerce have been updated. Chapter eight： P2P（Peer-to-Peer） models have been supplemented. Chapter ten： the content of the safety and laws of the E-commerce transactions have been adjusted. Chapter five and chapter nine of the original book have been deleted， and all chapters have been rearranged.
　　The following authors have mainly participated in the book：
　　Yang Jianzheng： Chapter 1;
　　Fei Guoping： Chapter 4， Chapter 5， Chapter 6， Chapter 8;
　　Yang Lifan： Chapter 2， Chapter 3， Chapter 10;
　　Ai Weina： Chapter 7， Chapter 9.
　　The publication of this book has been mentored by President Dou Hanxiu and editor Huang Chenggen and Sun Yong from Lixin Accounting Publishing House. National Natural Science Foundation of China （70973079）， National Social Science Fund of China （Major Program） （13&ZD178;）， Shanghai Municipal Education Commission Key Drscipline Construction Project （S30504）， Third Phase of Education Highland of Shanghai（E-commerce）， Hujiang Fund Research Base （D14008） and Hongkong Zung Fair Educational Foundation Limited all gave financial support. During the revision， Zhang Mingfei， Chen Yan， Li Jiaojiao， Cao Dongchen and other students have joined proofreading and modification. The author extends the sincere thanks to the data providers， cooperators and sponsors.
电子商务：中国视角（第2版 英文版） [Electronic Commerce：A Perspective from China（Second Edition）] 电子书 下载 mobi epub pdf txt

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