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Unit 1 An Overview of E-commerce 1

Additional Reading:E-commerce Advantages and Disadvantages 14

Unit 2 E-commerce Platform 20

Additional Reading:Internet Services that Support E-commerce 33

Unit 3 Classifying E-commerce Business Models 38

Additional Reading:One World;Diverse Models 55

Unit 4 The B2B Business Model 61

Additional Reading:B2B Reverse Auction:Benefits and pitfalls for Small businesses 74

Unit 5 The B2C Business Model 79

Additional Reading:Building an Online Customer Experience Competency 94

Unit 6 The C2C Business Model 101

Additional Reading:EBay VS.Taobao 113

Unit 7 Virtual Communities 118

Additional Reading:Facebook and Its Chinese Followers 130

Unit 8 The Mobile Commerce 135

Additional Reading:Shopping With Cellphones 149

Unit 9 E-marketing Strategies 154

Additional Reading:Online advertising:Not ye olde banners 167

Unit 10 E-commerce Payment Systems 173

Additional Reading:A Further Exploration of the EPS 186

Unit 11 E-commerce Security Issues 192

Additional Reading:E-commerce Security System:Guidelines and Precautions 208

Unit 12 E-commerce Managerial Issues 214

Additional Reading:E-commerce Tax and International Issues 227

Appendix Ⅰ Reference Translation of Texts 234

Appendix Ⅱ Key to the Exercises 280

Appendix Ⅲ Tapescripts 296

Appendix Ⅳ Glossary 312