| 电子商务发展迅速，理论、技术与实务操作更新很快，因此相关的教材应该及时跟进，把握最新动态。目前很多电子商务英语类教材对于国外的最新理念并没有过多涉及，也鲜有介绍国外电子商务对本国电子商务的影响，如商业模式和盈利模式的借鉴、本土化和原创化等。本教程参考了国外最新的资料，在很多概念和网站运营模式方面，选取了最新、最有代表性的成功或失败案例，指出了中国和其他国家在电子商务方面的渊源，并对本土化中电子商务公司待解决问题和突破的方向等提出了建议。 |
| Unit 1 An Overview E-commerce Additional Reading: E-commerce Advantages and Disadvantages Unit 2 E-commerce Platform Additional Reading: Internet Services that Support E-commerce Unit 3 Classifying E-commerce Business Models Additional Reading: One World; Diverse Models Unit 4 The B2B Bussiness Model Additional Reading: B2B Reverse Auction: Benefits and pitfalls for Small businesses Unit 5 The B2C Business Model Additional Reading: Building an Online Customer Experience Competency Unit6 The C2C Business Model Additional Reading: EBay VS. Taobao Unit 7 Virtual Communities Additional Reading: Facebook and Its Chinese Followers Unit 8 The Mobile Commerce Additional Reading: Shopping With Cellphones Unit 9 E-marketing Strategies Additional Reading: Online advertising: Not ye olde banners Unit 10 E-commerce Payment Systems Additional Reading: A Further Exploration of the EPS Unit 11 E-commerce Security Issues Additional Reading: E-commerce Security System: Guidelines and Precautions Unit 12 E-commerce Managerial Issues Additional Reading: E-commerce Tax and International Issues Appendix Ⅰ Reference Translation of Texts Appendix Ⅱ Key to the Exercises Appendix Ⅲ Tapescripts Appendix Ⅳ Glossary |
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