电子商务基础与实务

定　　价：59.8 元

• 作者：姚春荣
• 出版时间：2023/4/1
• ISBN：9787121452475
• 出 版 社：电子工业出版社

• 中图法分类：F713.36 
• 页码：284
• 版次：01
• 开本：16开

内容简介

本书可作为高等院校经管类专业相关课程的教材，也可作为相关技术人员的自学用书及培训机构的培训教材。全书共12 个项目，包括概述、基础技术、交易模式、关键环节和新应用5 个方面，着重介绍了B2C、C2C、新零售、B2B 和跨境电商，概括介绍了网络营销、电子商务安全、电子支付、电商物流和客户关系管理等内容，简要介绍了移动电商、直播电商等电子商务的新应用。每个项目包含多个任务，每个任务中都有任务描述、任务准备、任务实施，形成任务驱动闭环。许多任务中设有视野拓展、拓展练习和思政小课堂。项目后设有知识巩固，题型丰富，包括主观题和客观题，并设有技能训练。

作者介绍

姚春荣，女，副教授，湖北省行业技术能手，湖北电子商务学会理事，跨境电子商务创业实战培训师，晴川名师，现任武汉晴川学院商学院电子商务系专职教师，院长助理，商学院教工党支部书记，长期从事电子商务和跨境电子商务方面的教学、竞赛和研究工作。指导学生在全国大学生电子商务"创新、创意及创业”挑战赛中多次获得国家级一等奖和最佳创意奖，有着丰富的学科竞赛指导经验，主持省教育厅课题2项，主编教材2部，专著1部，发表论文多篇。

目 录

项目一 电子商务基础认知··········································································1
任务一 初识电子商务····················.2
一、电子商务的产生与发展·······.2
二、电子商务的概念················.4
任务二 电子商务的分类·················.7
一、按交易主体分类················.8
二、按运作方式分类················11
三、按开展交易的地域范围分类···11
任务三 电子商务的新应用··············12
一、在线旅游·························13
二、在线教育·························16
三、互联网医疗······················17
四、电子政务·························23
五、农村电子商务···················25
六、直播电子商务···················26
任务四 电子商务的模型与框架········27
一、电子商务的模型················28
二、电子商务的一般框架··········29
任务五 电子商务的基础技术···········32
一、电子数据交换技术·············32
二、互联网技术······················35
三、Web 开发技术···················39
四、其他新兴技术···················40
知识巩固······································43
技能训练······································44
项目二 B2C 电子商务··············································································45
任务一 B2C 电子商务概述···············46
一、B2C 电子商务的含义··········46
二、B2C 电子商务的应用特点····46
三、B2C 电子商务的分类··········50
任务二 B2C 电子商务的盈利模式与成功关键··························56
一、B2C 电子商务的盈利模式····56
二、B2C 电子商务的成功关键····58
任务三 B2C 电子商务典型案例分析—唯品会····················61
一、唯品会概况······················61
二、唯品会的盈利模式·············62
三、唯品会成功的关键·············63
知识巩固······································65
技能训练······································66
项目三 C2C 电子商务·············································································67
任务一 C2C 电子商务概述··············68
一、C2C 电子商务的含义··········68
二、C2C 电子商务的应用特点····69
三、C2C 电子商务的分类··········69
任务二 C2C 拍卖网站的运作模式·····72
一、网络拍卖网站的形式··········72
二、网络拍卖的方式················74
三、网络拍卖网站案例—淘宝网76
任务三 C2C 店铺平台的运作模式·····78
一、在C2C 店铺平台上购物和开店的流程·························79
二、C2C 店铺货源的选择··········80
三、网上开店流程——淘宝网·····82
知识巩固······································84
技能训练······································85
项目四 新零售····························································································.86
任务一 新零售的概念与特征············.87
一、新零售的概念····················.87
二、新零售的特征····················.88
任务二 新零售的框架·····················.89
一、前台：重构人、货、场········.90
二、中台：营销、市场、流通链、生产模式变革····················.91
三、后台：基础环境、新兴技术赋能发展·······························92
任务三 新零售的商业模式与发展方向····96
一、新零售的商业模式················97
二、新零售的发展方向·············.103
知识巩固······································.107
技能训练······································.108
项目五 B2B 电子商务················································································.109
任务一 初识B2B 电子商务··············.110
一、B2B 电子商务的含义··········.110
二、B2B 电子商务的特点··········.110
三、B2B 电子商务的分类··········.112
四、B2B 电子商务的发展··········.114
任务二 基于企业自有网站的B2B交易································.117
一、基于采购商网站的B2B交易·······························.117
二、基于供应商网站的B2B交易·······························.119
任务三 基于第三方中介网站的B2B交易································.120
一、基于第三方中介网站的B2B 交易的主要功能······················.121
二、基于第三方中介网站的B2B 交易的机制····························.122
三、B2B 电子商务中介网站的类型·······························.123
知识巩固······································.126
技能训练······································.127
项目六 跨境电子商务················································································.128
任务一 初识跨境电子商务··············.129
一、跨境电子商务的定义··········.129
二、跨境电子商务的分类··········.130
三、跨境电子商务的发展趋势····.132
任务二 初识跨境电子商务平台········.133
一、全球速卖通······················.133
二、亚马逊····························.134
三、eBay ·······························.136
四、敦煌网····························.137
五、Wish ·······························.138
任务三 跨境电子商务物流··············.141
一、跨境电子商务物流模式·······.141
二、如何选择跨境电子商务物流渠道··························.142
三、海外仓····························.143
四、跨境电子商务物流的通关与报关·······························.144
任务四 跨境电子商务支付··············.146
一、跨境支付概述···················.146
二、跨境电子商务支付方式·······.148
三、初识离岸公司···················.151
四、初识离岸账户···················.152
知识巩固······································.155
技能训练······································.156
项目七 移动电子商务················································································.157
任务一 移动电子商务····················.158
一、移动电子商务的概念··········.158
二、移动电子商务的特点··········.158
三、移动电子商务平台·············.159
任务二 移动电子商务技术··············.161
一、移动网络技术···················.162
二、移动应用开发技术·············.163
三、二维码技术······················.164
任务三 移动电子商务的应用···········.166
一、移动支付·························.167
二、移动营销·························.168
三、移动出行·························.169
四、移动网店·························.170
五、移动商务的其他应用··········.171
知识巩固······································.172
技能训练······································.174
项目八 网络营销·······················································································.175
任务一 网络营销··························.176
一、网络营销的含义与特点·······.176
二、网络营销的职能················.177
三、传统市场营销与网络营销的关系·······························.178
任务二 网络市场调研····················.181
一、网络市场调研的定义与特点···.181
二、网络市场调研的步骤··········.182
三、网络市场调研的方法··········.183
任务三 网络营销策略····················.184
一、网络营销产品策略·············.185
二、网络营销价格策略·············.186
三、网络营销渠道策略·············.186
四、网络促销策略···················.187
任务四 网络营销的常用方法···········.188
一、搜索引擎营销···················.189
二、自媒体营销······················.189
三、软文营销·························.192
四、网络社群营销···················.194
五、网络直播营销···················.194
六、病毒式营销······················.195
七、其他网络营销方法·············.196
知识巩固······································.198
技能训练······································.199
项目九 电子商务安全·················································································.200
任务一 电子商务安全····················.201
一、电子商务面临的安全威胁····.201
二、电子商务的安全性要求·······.204
任务二 电子商务安全技术··············.205
一、加密技术·························.206
二、认证技术·························.208
三、安全协议·························.210
四、防火墙技术······················.210
任务三 电子商务安全管理··············.211
一、组织机构管理···················.212
二、法律制度管理···················.214
三、日常安全防范管理·············.214
知识巩固······································.216
技能训练······································.217
项目十 电子支付·······················································································.218
任务一 电子支付认知····················.219
一、电子支付的含义················.219
二、电子支付的发展················.220
三、常用的电子支付系统··········.220
任务二 电子支付工具与网络银行·····.223
一、电子支付工具···················.224
二、网络银行·························.227
三、手机银行·························.229
任务三 第三方支付与移动支付········.230
一、第三方支付······················.231
二、移动支付·························.234
知识巩固······································.235
技能训练······································.236
项目十一 电子商务物流与供应链·································································.238
任务一 电子商务物流····················.239
一、物流的含义、功能与分类····.240
二、电子商务物流的含义与特点···.244
三、电子商务环境下物流的实现模式·······························.245
任务二 电子商务仓储与配送···········.247
一、电子商务仓储的概念与分类·.248
二、电子商务物流配送的概念与流程·······························.250
三、电子商务物流配送中心·······.252
任务三 电子商务供应链·················.255
一、电子商务供应链的概念·······.255
二、电子商务供应链的流程·······.256
三、电子商务供应链的功能·······.257
知识巩固······································.258
技能训练······································.259
项目十二 客户关系管理·············································································.260
任务一 客户关系管理认知··············.261
一、客户关系管理的含义··········.261
二、客户关系管理解决的主要问题·······························.263
任务二 电子商务客户关系管理········.264
一、电子商务客户满意管理·······.265
二、电子商务客户忠诚管理·······.265
三、电子商务客户服务管理·······.266
任务三 客户关系管理系统··············.268
一、初识客户关系管理系统·······.268
二、客户关系管理系统的关键技术·······························.270
知识巩固······································.273
技能训练······································.274
参考文献···································································································.275