了得網研究生_新編電子商務英語（第2版）

內容簡介

《新編電子商務英語（第2版）/21世紀電子商務專業核心課程繫列教材》是《新編電子商務英語》的第2版，全書結合電子商務專業教學的實際需要，從國際權威機構、知名媒體和專業網站等途徑選取32篇較有代表性的電子商務專業課文，這些課文具有比較強的實用性、新穎性和前瞻性，比較適合學習和研究電子商務的讀者閱讀。全書注重培養通過英語閱讀提高學習和鑽研電子商務專業知識的能力，旨在通過課堂教學或個人自學，讓讀者能對當今國際電子商務的新理論、新應用和新趨勢有一個比較全面的理解與把握，以激發讀者通過英語學習電子商務的熱情和興趣，進一步拓寬電子商務的專業視野和研究視角。
《新編電子商務英語（第2版）/21世紀電子商務專業核心課程繫列教材》適合電子商務本專科專業及相關專業碩士研究生教學，也適合個人自學之用，對有志於從事電子商務研究的讀者同樣會有較大的參考價值。

CHAPTER 1 AN OVERVIEW OF E．BUS工NESS
第1篇電子商務概述
unlt 1 E—Business Basics
電子商務基礎
Unit 2 E—Commerce／E—Business in the New Economv
新經濟下的電子商貿／電子商務
Unit 3 Six Principles to Guide the Development of GlobalE—Commerce
指導全球電子商務發展的六大原則
Unit 4 The Global E—Business Environment
全球的電子商務環境
CHAPTER 2 E—MARKETING AND E—FINANCE
第2篇電子化營銷與電子金融
Unit 5 What is E—Marketing Planning
什麼是電子營銷計劃
Unit 6 A New Marketing Strategy for E—Commerce
一個針對電子商務的新營銷策略
Unit 7 Customer Differentiation and Lifecycle Management ofE—Marketing
電子化營銷的客戶差異化與生命周期管理
Unit 8 Payment Applications Make E—CommerceMobile
支付應用使電子商務移動化
Unit 9 E—Business Strategy in an Online BankingServices：
A Case Study of Citibank
在線銀行服務電子商務戰略：花旗銀行的案例研究
CHAPTER 3 E—BUS工NESS ABOUTENTERPR工SES
第3篇企業電子商務
Unit 10 How SMBs Can Profit from the Internet
中小企業如何從互聯網中獲利
Unit l l E—Business Strategy Review Report forTesco．corn
特易購網電子商務戰略評估報告
Unit 12 Could My Business be an E-Business
我的業務能發展成電子商務嗎？
Unit 1 3 Integrating KBusiness into Your Small Business
將電子商務集成到你的小企業中去
Chapter 4 E-Business about Industries
第4篇行業電子商務
Unit 1 4 Retail“E-PrOcurement”：Minimizing Costs and ImprovingProductivity
零售業電子采購分析：成本最小化，提高生產力
Unit l 5 Using the Internet to Market AgriculturalExports
利用互聯網推銷農業出口產品
Unit 1 6 Selling Products on Facebook：7he Emergence of SocialCommerce
在Facebook上銷售產品：社交商務的出現
Unit 17 Scan of E Business in Higher Education
高等教育電子商務掃描
CHAPTER 5 E—BUS工NESS CASE STUDIES
第5篇電子商務案例
Unit 18 Case Study of CRM：Securities Institute ofAustralia
CRM案例研究：澳大利亞證券學院（SIA）
Unit 19 7DC’S Implementation of E—Commerce
丹麥電信電子商務應用
U．nit 20 Deutsche Bank’S E—Trust
德意志銀行的電子化信任
Unit 2l Viral Marketing of Kettle Foods
克特食品的病毒性營銷
……
第6篇電子商務技術與安全
第7篇電子商務綜合
電子商務術語解釋

在線試讀

HOW Websites Work
Wcbsites are a collection of web pages,which are electronic pagesof informationlinkcd together much like a spider's web．Thisspider's web—like navigational system al—10ws userS t0 move aroundthe system in a non—linear fashion． This means that, unlike abook一一whCre information is laid out for the reader Chr.n010giCauy' in a setWcb user has the power to access information onlinehowever they choose．
websitcS are accessed via a web browser such as Internet Exploreror Mozilla．Webbrowscrs arc the graphical interface that enablesusers to view,find and interact withwebsites．
Wcbsites cach havc their own unique address'called an IPaddress,through whichusers can find them．For example,the AlbertaE—Future Centre'S online address iswww．c—future．ca／alberta．Bytyping this address into the web browser address bar,auser would beconnected to our website．
But.since thc Wcb indexes literally billions of websites'anothermethod facili—tate {inding rClevant websites was necessary． Therefore'search engines that utilize "keyword searching "werecreated．
It is estimatcd that m.rc than 98％of Internet users use searchengines find web—sites 0n "nc．A search engine is a websitewhose primary purpose is to provide a searchfunction for gatheringand reporting information available on the Internet．
Search engines allow Internet users to quickly find websitesrelated tO a certain top—ic through the useof "keywords "and "keyword phrases "．that is．wordsand phrasesthat describe the topic of interest．
F0r cXamplc,let's say an Internet user in the UK is looking forbusinesses onlinethat sell hand carved indigenous masks andfigurines from Canada．She doesn't know ofany specific businessesselling these items;nor does she know any website addresses'SOsheuses a search engine such as Google or Yahoo tO find websites whosecontent con—tains relevant keywords．

HOW Websites Work
Wcbsites are a collection of web pages,which are electronic pagesof informationlinkcd together much like a spider's web．Thisspider's web—like navigational system al—10ws userS t0 move aroundthe system in a non—linear fashion． This means that, unlike abook一一whCre information is laid out for the reader Chr.n010giCauy' in a setWcb user has the power to access information onlinehowever they choose．
websitcS are accessed via a web browser such as Internet Exploreror Mozilla．Webbrowscrs arc the graphical interface that enablesusers to view,find and interact withwebsites．
Wcbsites cach havc their own unique address'called an IPaddress,through whichusers can find them．For example,the AlbertaE—Future Centre'S online address iswww．c—future．ca／alberta．Bytyping this address into the web browser address bar,auser would beconnected to our website．
But.since thc Wcb indexes literally billions of websites'anothermethod facili—tate {inding rClevant websites was necessary． Therefore'search engines that utilize&"keyword searching&"werecreated．
It is estimatcd that m.rc than 98％of Internet users use searchengines find web—sites 0n&"nc．A search engine is a websitewhose primary purpose is to provide a searchfunction for gatheringand reporting information available on the Internet．
Search engines allow Internet users to quickly find websitesrelated tO a certain top—ic through the useof&"keywords&"and&"keyword phrases&"．that is．wordsand phrasesthat describe the topic of interest．
F0r cXamplc,let's say an Internet user in the UK is looking forbusinesses onlinethat sell hand carved indigenous masks andfigurines from Canada．She doesn't know ofany specific businessesselling these items;nor does she know any website addresses'SOsheuses a search engine such as Google or Yahoo tO find websites whosecontent con—tains relevant keywords．
On the search engine's main page,she types into thesearch—box:&"Canadian NativeArt．&"The search engine returns3'3 70 listings containing this keyword phrase,organ—iZed bvrClevanCV. The user can then either start browsing thewebsites listed' or shecan narrOW the results further bysearching within those results for anotherkeywordlike&"mask&",for example．
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