电子商务（英文版第六版）

PREFACE
CHAPTER1IntroductiontoElectronicCommerce
ElectronicCommerce:TheSecondWave
ElectronicCommerceandElectronicBusiness
CategoriesofElectronicCommerce
TheDevelopmentandGrowthofElectronicCommerce
TheDot-ComBoom,Bust,andRebirth
TheSecondWaveofElectronicCommerce
BusinessModels,RevenueModels,andBusinessProcesses
FocusonSpecificBusinessProcesses
RoleofMerchandising
Product/ProcessSuitabilitytoElectronicCommerce
AdvantagesofElectronicCommerce
DisadvantagesofElectronicCommerce
EconomicForcesandElectronicCommerce
TransactionCosts
MarketsandHierarchies
UsingElectronicCommercetoReduceTransactionCosts
NetworkEconomicStructures
NetworkEffects
UsingElectronicCommercetoCreateNetworkEffects
IdentifyingElectronicCommerceOpportunities
StrategicBusinessUnitValueChains
IndustryValueChains
SWOTAnalysis:EvaluatingBusinessUnitOpportunities
InternationalNatureofElectronicCommerce
TrustIssuesontheWeb
LanguageIssues
CultureIssues
CultureandGovernment
InfrastructureIssues
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER2TechnologyInfrastructure:TheInternetandtheWorldWideWeb
TheInternetandtheWorldWideWeb
OriginsoftheInternet
NewUsesfortheInternet
CommercialUseoftheInternet
GrowthoftheIntemet
EmergenceoftheWorldWideWeb
Packet-SwitchedNetworks
RoutingPackets
InternetProtocols
TCPfiP
IPAddressing
DomainNames
WebPageRequestandDeliveryProtocols
ElectronicMailProtocols
MarkupLanguagesandtheWeb
StandardGeneralizedMarkupLanguage
HypertextMarkupLanguage(HTML)
ExtensibleMarkupLanguage(XML)
HTMLandXMLEditors
IntranetsandExtranets
Intranets
Extranets
PublicandPrivateNetworks
VirtualPrivateNetwork(VPN)
InternetConnectionOptions
ConnectivityOverview
Voice-GradeTelephoneConnection
BroadbandConnections
Leased-LineConnections
WirelessConnections
Internet2andtheSemanticWeb
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER3SellingontheWeb:RevenueModelsandBuildingaWebPresence
RevenueModels
WebCatalogRevenueModel
DigitalContentRevenueModels
Advertising-SupportedRevenueModels
Advertising-SubscriptionMixedRevenueModels
Fee-for-TransactionRevenueModels
Fee-for-ServiceRevenueModels
RevenueModelsinTransition
SubscriptiontoAdvertising-SupportedModel
Advertising-SupportedtoAdvertising-SubscriptionMixedModel
Advertising-SupportedtoFee-for-ServicesModel
Advertising-SupportedtoSubscriptionModel
MultipleTransitions
RevenueStrategyIssues
ChannelConflictandCannibalization
StrategicAlliancesandChannelDistributionManagement
MobileCommerce
CreatinganEffectiveWebPresence
IdentifyingWebPresenceGoals
AchievingWebPresenceGoals
WebSiteUsability
HowtheWebIsDifferent
MeetingtheNeedsofWebSiteVisitors
TrustandLoyalty
RatingElectronicCommeroeWebSites
UsabilityTesting
Customer-CentricWebSiteDesign
ConnectingWithCustomers
TheNatureofCommunicationontheWeb
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER4MarketingontheWeb
WebMarketingStrategies
Product-BasedMarketingStrategies
Customer-BasedMarketingStrategies
CommunicatingwithDifferentMarketSegments
TrustandMediaChoice
MarketSegmentation
MarketSegmentationontheWeb
OfferingCustomersaChoiceontheWeb
BeyongMarketSegmentation:CustomerBehaviorandRelationshipIntensity
SegmentationUsingCustomerBehavior
CustomerRelationshipIntensityandLife-CycleSegmentation
Acquisition,Conversion,andRetentionofCustomers
CustomerAcquisition,Conversion,andRetention:TheFunnelModel
AdvertisingontheWeb
BannerAds
OtherWebAdFormats
SiteSponsorships
EffectivenessofOnlineAdvertising
E-MailMarketing
PermissionMarketing
CombiningContentandAdvertising
OutsourcingE-MailProcessing
Technology-EnabledCustomerRelationshipManagement
CRMasaSourceofValueintheMarketspace
CreatingandMaintainingBrandsontheWeb
ElementsofBranding
EmotionalBrandingvs.RationalBranding
BrandLeveragingStrategies
BrandConsolidationStrategies
CostsofBranding
AffiliateMarketingStrategies
ViralMarketingStrategies
SearchEnginePositioningandDomainNames
SearchEnginesandWebDirectories
PaidSearchEngineInclusionandPlacement
WebSiteNamingIssues
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER5Business-to-BusinessStrategies:FromElectronicDataInterchangetoElectronicCommerce
Purchasing,Logistics,andSupportActivities
PurchasingActivities
Directvs.IndirectMaterialsPurchasing
LogisticsActivities
SupportActivities
E-Government
NetworkModelofEconomicOrganization
ElectronicDataInterchange
EarlyBusinessInformationInterchangeEfforts
EmergenceofBroaderEDIStandards
HowEDIWorks
Value-AddedNetworks
EDIontheInternet
OpenArchitectureoftheInternet
FinancialEDI
SupplyChainManagementUsingInternetTechnologies
ValueCreationintheSupplyChain
IncreasingSupplyChainEfficiencies
UsingMaterials-TrackingTechnologieswithEDIandElectronicCommerce
CreatinganUltimateConsumerOrientationintheSupplyChain
BuildingandMaintainingTrustintheSupplyChain
ElectronicMarketplacesandPortals
IndependentIndustryMarketplaces
PrivateStoresandCustomerPortals
PrivateCompanyMarketplaces
IndustryConsortia-SponsoredMarketplaces
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER6OnlineAuctions,VirtualCommunities,andWebPortals
AuctionOverview
OriginsofAuctions
EnglishAuctions
DutchAuctions
First-PriceSealed-BidAuctions
Second-PriceSealed-BidAuctions
Open-OutcryDoubleAuctions
Sealed-BidDoubleAuctions
Reverse(Seller-Bid)Auctions
OnlineAuctionsandRelatedBusinesses
GeneralConsumerAuctions
SpecialtyConsumerAuctions
ConsumerReverseAuctionsandGroupPurchasingSites
Business-to-BusinessAuctions
Business-to-BusinessReverseAuctions
Auction-RelatedServices
VirtualCommunitiesandWebPortals
MobileCommunicationsTechnology
ElectronicMarketplaces
IntelligentSoftwareAgents
VirtualCommunities
EarlyWebCommunities
WebCommunityConsolidation
WebCommunitiesintheSecondWaveofElectronicCommerce
WebPortalRevenueModels
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER7TheEnvironmentofElectronicCommerce:Legal,Ethical,andTaxIssues
TheLegalEnvironmentofElectronicCommerce
BordersandJurisdiction
JurisdictionontheInternet
ContractingandContractEnforcementinElectronicCommerce
UseandProtectionofIntellectualPropertyinOnlineBusiness
WebSiteContentIssues
DomainNames,Cybersquatting,andNameStealing
ProtectingIntellectualPropertyOnline
Defamation
DeceptiveTradePractices
AdvertisingRegulation
OnlineCrime,Terrorism,andWarfare
OnlineCrime
OnlineWarfareandTerrorism
EthicalIssues
EthicsandWebBusinessPolicies
PrivacyRightsandObligations
CommunicationswithChildren
TaxationandElectronicCommerce
Nexus
U.S.IncomeTaxes
U.S.StateSalesTaxes
EuropeanUnionValueAddedTaxes
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER8WebServerHardwareandSoftware
WebServerBasics
TypesofWebSites
WebClientsandWebServers
DynamicContent
VariousMeaningsof"Server"
WebClient/ServerCommunication
Two-TierClient/ServerArchitecture
Three-TierandN-TierClient/ServerArchitectures
SoftwareforWebServers
OperatingSystemsforWebServers
WebServerSoftware
FindingWebServerSoftwareInformation
ElectronicMail(E-Mail)
E-mailBenefits
E-mailDrawbacks
UnsolicitedCommercialE-Mail(UCE,Spam)
SolutionstotheSpamProblem
WebSiteandInternetUtilityPrograms
FingerandPingUtilities
TracertandOtherRoute-TracingPrograms
TelnetandFTPUtilities
IndexingandSearchingUtilityPrograms
DataAnalysisSoftware
Link-CheckingUtilities
RemoteServerAdministration
WebServerHardware
ServerComputers
WebServerPerformanceEvaluation
WebServerHardwareArchitectures
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER9ElectronicCommerceSoftware
WebHostingAlternatives
BasicFunctionsofElectronicCommerceSoftware
CatalogDisplay
ShoppingCart
TransactionProcessing
AdvancedFunctionsofElectronicCommerceSoftware
Middleware
EnterpriseApplicationIntegrationandDatabases
WebServices
IntegrationwithERPSystems
ElectronicCommerceSoftwareforSmallandMidsizeCompanies
BasicCommerceServiceProviders
Mall-StyleCommerceServiceProviders
EstimatedOperatingExpensesforaSmallWebBusiness
ElectronicCommerceSoftwareforMidsizetoLargeBusinesses
WebSiteDevelopmentTools
ElectronicCommerceSoftwareforLargeBusinesses
Enterprise-ClassElectronicCommerceSoftware
CustomerRelationshipManagementSoftware
SupplyChainManagementSoftware
ContentManagementSoftware
KnowledgeManagementSoftware
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER10ElectronicCommerceSecurity
OnlineSecurityIssuesOverview
ManagingRisk
ComputerSecurityClassifications
SecurityPolicyandIntegratedSecurity
SecurityforClientComputers
Cookies
WebBugs
ActiveContent
JavaApplets
JavaScript
ActiveXControls
GraphicsandPlug-Ins
Viruses,Worms,andAntivirusSoftware
DigitalCertificates
Steganography
PhysicalSecurityforClients
CommunicationChannelSecurity
SecrecyThreats
IntegrityThreats
NecessityThreats
ThreatstothePhysicalSecurityofInternetCommunicationsChannels
ThreatstoWirelessNetworks
EncryptionSolutions
EnsuringTransactionIntegritywithHashFunctions
EnsuringTransactionIntegritywithDigitalSignatures
GuaranteeingTransactionDelivery
SecurityforServerComputers
WebServerThreats
DatabaseThreats
OtherProgrammingThreats
ThreatstothePhysicalSecurityofWebServers
AccessControlandAuthentication
Firewalls
OrganizationsthatPromoteComputerSecurity
CERT
OtherOrganizations
ComputerForensicsandEthicalHacking
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER11PaymentSystemsForElectronicCommerce
OnlinePaymentBasics
PaymentCards
AdvantagesandDisadvantagesofPaymentCards
PaymentAcceptanceandProcessing
ElectronicCash
MicropaymentsandSmallPayments
PrivacyandSecurityofElectronicCash
HoldingElectronicCash:OnlineandOffiineCash
AdvantagesandDisadvantagesofElectronicCash
HowElectronicCashWorks
ProvidingSecurityforElectronicCash
ElectronicCashSystems
ElectronicWallets
Microsoft.NETPassport
Yahoo!Wallet
W3CMicropaymentStandardsDevelopmentActivity
TheECMLStandard
Stored-ValueCards
MagneticStripCards
SmartCards
IntemetTechnologiesandtheBankingIndustry
CheckProcessing
PhishingAttacks
PhishingAttackCountermeasures
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
CHAPTER12PlanningforElectronicCommerce
PlanningElectronicCommerceInitiatives
IdentifyingObjectives
LinkingObjectivestoBusinessStrategies
MeasuringBenefits
ManagingCosts
ComparingBenefitstoCosts
ReturnonInvestment(ROI)
StrategiesforDevelopingElectronicCommerceWebSites
InternalDevelopmentvs.Outsourcing
SelectingaHostingService
NewMethodsforImplementingPartialOutsoureing
ManagingElectronicCommerceImplementations
ProjectManagement
ProjectPortfolioManagement
StaffingforElectronicCommerce
PostimplementationAudits
Summary
KeyTerms
ReviewQuestions
Exercises
Cases
ForFurtherStudyandResearch
GLOSSARY
INDEX