电子商务
2009-8
机械工业出版社
施耐德
487
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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.
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、管理与实务的有机结合。全书分为四篇，即概述篇、业务战略篇、技术篇和整合篇。较之旧版，新版力求反映出电子商务领域中的最新变化以及企业和社会如何响应这些变化。新增的内容包括：品牌作用和在线销售的品牌产品，音乐和影视产品在线销售的新进展，移动商务中的融合作用，文字广告的新形式，移动用户和Web，社会网络站点，小额贷款方面的进展，在线客户关系管理软件等。 本书定位明确、体例新颖、结构合理、内容全面、评议精炼、叙述清晰、适合作为高等院校相关专业的电子商务课程教材，也可供企业经营管理者和从事电子商务的专业人士参考。
作者：(美国) 施耐德 (SchneeiderG.P.) Gary P．Schneider，目前是美国奎尼皮亚克大学会计系的William S．Perlroth教授，曾先后任教于圣迭戈大学、田纳西大学、赛维尔大学，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。迄今为止，他在会计、信息系统、管理学方面已经出版了50多部著作，并在《lnterfaces》、《IS Audit＆Conlrol Joumal》、《Joumal oflnformation Systems》等许多权威刊物上发表了。90余篇研究论文。他在美国会计协会非常活跃，现任《Accounling lnformationSystems and Technology Reporter》的编辑，并同时兼任多个权威期刊的编委。他在开始学术生涯之前，在俄亥俄州作为CPA(注册会计师)工作了14年。
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．and RebirthThe Second Wave of Electronic CommerceBusiness Models．Revenue Models．and 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
插图：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.
《电子商务(英文精编版)(第8版)》是由机械工业出版社出版。
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有第七版和第八版，第八版属于精简版，有些不是很重要的部分省略了。但是不影响上课的。上完之后是学到了不少专业知识。