电子商务_PDF下载[122MB-百度云]加里

本书特色

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本书是一本均衡讲述电子商务中商务问题和技术问题的教科书，既不是避开技术谈管理，也不是通篇陷入技术细节之中，达到了技术与管理、理论与实务的有机结合。全书分为四篇，即概述篇、业务战略篇、技术篇和整合篇。

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作者简介

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加里·P.施奈德（Gary P. Schneider）目前是美国加利福尼亚州立大学蒙特利湾分校的会计学教授，曾先后任教于圣迭戈大学、田纳西大学、泽维尔大学，讲授电子商务、数据库设计、供应链管理和管理会计等课程，多次获得优秀教学奖。著有会计、信息系统、管理学方面50多本书和100多篇研究论文，并被翻译成了汉语、法语、意大利语、韩语、西班牙语等多种语言传播。他拥有田纳西大学会计信息系统博士学位、泽维尔大学MBA学位和辛辛那提大学经济学学士学位。

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PrefacePart 1: IntroductionChapter 1?Introduction to Electronic Commerce3The Evolution of Electronic Commerce4Electronic Commerce and Electronic Business5Categories of Electronic Commerce5Business Processes6Relative Size of Electronic Commerce Elements7The Development and Growth of Electronic Commerce9Early Electronic Commerce9The First Wave of Electronic Commerce, 1995–200310The Second Wave of Electronic Commerce, 2004–200911The Third Wave of Electronic Commerce, 2010–Present13The “Boom and Bust” Myth17Business Models, Revenue Models, and Business Processes17Focus on Specific Business Processes19Role of Merchandising19Product/Process Suitability to Electronic Commerce19Electronic Commerce: Opportunities, Cautions, and Concerns21Opportunities for Electronic Commerce21Electronic Commerce: Current Barriers23Economic Forces and Electronic Commerce25Transaction Costs27Markets and Hierarchies27Using Electronic Commerce to Reduce Transaction Costs30Network Economic Structures31Network Effects32Identifying Electronic Commerce Opportunities33Strategic Business Unit Value Chains33Industry Value Chains35SWOT Analysis: Evaluating Business Unit Opportunities37International Nature of Electronic Commerce39Trust Issues on the Web39Language Issues40Cultural Issues41Infrastructure Issues42Summary45Key Terms45Review Questions46Exercises47Cases48For Further Study and Research51Chapter 2?Technology Infrastructure: The Internet and the World Wide Web55The Internet and the World Wide Web57Origins of the Internet57New Uses for the Internet58Commercial Use of the Internet59Growth of the Internet59The Internet of Things60Packet-Switched Networks61Routing Packets62Public and Private Networks63Virtual Private Networks (VPNs)64Intranets and Extranets64Internet Protocols65TCP/IP66IP Addressing66Electronic Mail Protocols68Web Page Request and Delivery Protocols69Emergence of the World Wide Web70The Development of Hypertext70Graphical Interfaces for Hypertext71The World Wide Web71The Deep Web72Domain Names73Markup Languages and the Web74Hypertext Markup Language75Extensible Markup Language (XML)81Internet Connection Options87Connectivity Overview87Voice-Grade Telephone Connections87Broadband Services88Leased-Line Connections88Wireless Connections88Internet2 and the Semantic Web93Summary96Key Terms96Review Questions98Exercises99Cases100For Further Study and Research101Part 2: Business Strategies for Electronic CommerceChapter 3?Selling on the Web107Revenue Models for Online Business109Web Catalog Revenue Models109Fee-for-Content Revenue Models114Advertising as a Revenue Model Element118Fee-for-Transaction Revenue Models124Fee-for-Service Revenue Models129Free for Many, Fee for a Few130Changing Strategies: Revenue Models in Transition131Subscription to Advertising-Supported Model132Advertising-Supported to Advertising-Subscription Mixed Model132Advertising-Supported to Subscription Model132Multiple Changes to Revenue Models133Revenue Strategy Issues for Online Businesses135Channel Conflict and Cannibalization135Strategic Alliances136Luxury Goods Strategies136Overstock Sales Strategies137Creating an Effective Business Presence Online137Identifying Web Presence Goals137Web Site Usability139How the Web Is Different140Meeting the Needs of Web Site Visitors140Trust and Loyalty142Usability Testing144Customer-Centric Web Site Design145Using the Web to Connect with Customers146The Nature of Communication on the Web146Summary150Key Terms150Review Questions151Exercises152Cases153For Further Study and Research156Chapter 4?Marketing on the Web159Web Marketing Strategies160The Four Ps of Marketing161Product-Based Marketing Strategies161Customer-Based Marketing Strategies162Communicating with Different Market Segments163Trust, Complexity, and Media Choice163Market Segmentation166Market Segmentation on the Web167Offe