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UNIT 1 Brief Introduction to E-commerce 1

Text 1

The Emergence of E-commerce 1

Supplementary Reading 1 8

E-commerce in China 8

Supplementary Reading 2 15

Amazon—Before and After 15

Supplementary Reading 3 21

Should E-commerce Be Taxed Like Any Other Commerce 21

参考译文 25

UNIT 2 E-commerce Market Mechanism 28

Text 28

Electronic Marketplaces 28

Supplementary Reading 1 37

eBay—The Juggernaut of E-marketplaces 37

Supplementary Reading 2 43

Collaborative Commerce—The Next Big Trend in Partnering 43

Supplementary Reading 3 49

Making the Web Just another Venue for Trade-Shows 49

参考译文 53

UNIT 3 Business-to-Customer E-commerce 56

Text 56

Yesterday,Today and Tomorrow of B2C E-commerce 56

Supplementary Reading 1 64

B2B vs. B2C—More Than Just a Letter 64

Supplementary Reading 2 68

FAQ for B2C 68

Supplementary Reading 3 70

What is the Difference between B2C and B2B 70

参考译文 75

UNIT 4 Business-to-Business E-commerce 78

Text 78

Business-to-Business E-commerce 78

Supplementary Reading 1 86

B2B Marketing Strategies 86

Supplementary Reading 2 91

E-Commerce Procurement Management 91

Supplementary Reading 3 98

Research on Partner-Choosing and Web Services for B2B E-commerce in Virtual Enterprises 98

参考译文 106

UNIT 5 Consumer Behavior and Customer Services in E-commerce 109

Text 109

Customer Behavior Affects E-commerce Competitiveness 109

Supplementary Reading 1 117

E-commerce Report:Technology that promises to analyze sales data more simply and quickly could alter customer interactions 117

Supplementary Reading 2 119

Improving Customer Experience:Usability Testing Is Not Enough 119

Supplementary Reading 3 121

Five Myths in E-Commerce about Personalization 121

参考译文 124

UNIT 6　Technical Infrastructure of E-commerce 127

Text 127

Database 127

Supplementary Reading 1 135

Two Technical Infrastructures of E-commerce—Data Management and Computer Network 135

Supplementary Reading 2 142

Internet 142

Supplementary Reading 3 151

Communities in Cyberspace 151

参考译文 156

UNIT 7 Mobile Commerce 160

Text 160

Mobile Commerce 160

Supplementary Reading 1 169

M-commerce Security Challenges and Solution 169

Supplementary Reading 2 176

M-commerce at Helsana Health Insurance 176

Supplementary Reading 3 180

M-commerce in China 180

参考译文 184

UNIT 8　Online Marketing 188

Text 188

E-marketing 188

Supplementary Reading 1 197

E-marketing Strategy and Tesco's E-marketing Campaign 197

Supplementary Reading 2 204

Google and Financial Crisis 204

Supplementary Reading 3 210

Search Engine Optimization 210

参考译文 216

UNIT 9　Payment System in E-commerce 219

Text 219

Electronic Payment 219

Supplementary Reading 1 226

Electronic Funds Transfer 226

Supplementary Reading 2 232

Untraceable Digital Cash,Information Markets,and BlackNet(1) 232

Supplementary Reading 3 236

Untraceable Digital Cash,Information Markets,and BlackNet(2) 236

参考译文 241

UNIT 10　Law,Ethics in E-commerce 245

Text 245

Computer Security 245

Supplementary Reading 1 253

Computer Virus 253

Supplementary Reading 2 259

The Law of the Web for Businesses 259

Supplementary Reading 3 263

Privacy and Confidentiality in an E-commerce World 263

参考译文 273

Key to Exercises 277

References 283