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