電子商務

前言

E-Business, Ninth Edition provides complete coverage of the key business and technologyelements of electronic commerce. The book does not assume that readers have any previouselectronic commerce knowledge or experience.In 1998, having spent several years doing electronic commerce research, consulting,and corporate training, I began developing undergraduate and graduate business schoolcourses in electrohic commerce. Although I had used a variety of books and other materialsin my corporate training work, I was concerned that those materials would not work wellin university courses because they were written at widely varying levels and did not havethe organization and pedagogic features, such as review questions, that are so important tostudents.After searching for a textbook that offered balanced coverage of both the business andtechnology elements of electronic commerce, I concluded that no such book existed. Thefirst edition of E-Business was written to fill that void.

內容概要

Gary P.Schneider編著的《電子商務(英文精編版第9版)》是一本均衡講述電子商務中商務問題和技術問題的教科書，既不是避開技術談管理，也不是通篇陷入技術細節(jié)之中，達到了技術與管理、理論與實務的有機結合。全書分為四篇，即概述篇、業(yè)務戰(zhàn)略篇、技術篇和整合篇。較之舊版，本版力求反映出電子商務領域中的最新變化以及企業(yè)和社會如何響應這些變化。新增的內容包括：多銷售渠道，專業(yè)信息網(wǎng)站的收益模型，電子書和新聞網(wǎng)站的未來，電視節(jié)目和電影的在線交付，智能電話中移動商務應用的增加，團購網(wǎng)站的崛起，Web服務和Web 2.0技術在電子商務中的應用，以及一些新的病毒和安全威脅等。    《電子商務(英文精編版第9版)》定位明確、體例新穎、結構合理、內容全面、語言精煉、敘述清晰，適合作為高等院校相關專業(yè)的電子商務課程教材，也可供企業(yè)經(jīng)營管理者和從事電子商務的專業(yè)人士參考。

作者簡介

Gary P. Schneider 目前是美國奎尼皮亞克大學會計系的William S．Perlroth教授，曾先后任教于圣迭戈大學、田納西大學和賽維爾大學，多次獲得優(yōu)秀教學獎。迄今為止，他在會計、信息系統(tǒng)、管理學方面已經(jīng)出版了50多部著作，并在《Interfaces》、《Issues in Accounting Educati

書籍目錄

PrefacePart 1: IntroductionChapter 1  The Second Wave of Global E-Business  Electronic Commerce: The Second Wave    Electronic Commerce and Electronic Business    Categories of Electronic Commerce    The Development and Growth of Electronic Commerce    The Dot-Com Boom, Bust, and Rebirth    The Second Wave of Electronic Commerce  Business Models, Revenue Models, and Business Processes    Focus on Specific Business Processes    Role of Merchandising    Product/Process Suitability to Electronic Commerce  Advantages and Disadvantages of Electronic Commerce    Advantages of Electronic Commerce    Disadvantages of Electronic Commerce  Economic Forces and Electronic Commerce    Transaction Costs    Markets and Hierarchies    Using Electronic Commerce to Reduce Transaction Costs    Network Economic Structures    Network Effects    Using Electronic Commerce to Create Network Effects  Identifying Electronic Commerce Opportunities    Strategic Business Unit Value Chains    Industry Value Chains    SWOT Analysis: Evaluating Business Unit Opportunities  International Nature of Electronic Commerce    Trust Issues on the Web    Language Issues    Cultural Issues    Culture and Government    Infrastructure Issues  Summary  Key Terms  Review Questions  Exercises  CasesChapter 2  E-Business Technology Basics  Part 2: Business Strategies for Electronic Commerce  Part 3: Technologies for Electronic CommercePart 4: Integration

章節(jié)摘錄

插圖：An important function of this book is to help you learn how to identify those business processes that firms can accomplish more effectively by using electronic commerce technologies. In some cases, business processes use traditional commerce activities very effectively, and technology cannot improve them. Products that buyers prefer to touch, smell, or examine closely can be difficult to sell using electronic commerce. For example, customers might be reluctant to buy items that have an important element of tactile feel or condition such as high-fashion clothing (you cannot touch it online and subtle color variations that are hard to distinguish on a computer monitor can make a large difference) or antique jewelry (for which elements of condition that require close inspection can be critical to value) if they cannot closely examine the products before agreeing to purchase them.This book will help you learn how to use Internet technologies to improve existing. Business processes and identify new business opportunities. An important aspect of electronic commerce is that firms can use it to help them adapt to change, The business world is changing more rapidly than ever before. Although much of this book is devoted to explaining technologies, the book's focus is on the business of electronic commerce; the technologies only enable the business processes. Role of Merchandising Retail merchants have years of traditional commerce experience in creating store environments that help convince customers to buy. This combination of store design, layout, and product display knowledge is called merchandising. In addition, many salespeople have developed skills that allow them to identify customer needs and find products or services that meet those needs.The skills of merchandising and personal selling can be difficult to practice remotely. However, companies must be abe to transfer their merchandising skills to the Web for their Web sites to be successful Some products are easier to sell on the Internet than others because the merchandising skills related to those products are easier to transfer to the Web. Product/Process Suitability to Electronic Commerce Some products, such as books or CDs, are good candidates for electronic commerce because customers do not need to experience the physical characteristics of the particular item before they buy it. Because one copy of a new book is identical to other copies, and because the customer is not concerned about fit, freshness, or other such qualities, customers are usually willing to order a title without examining the specific copy they will receive. The advantages of electronic commerce, including the ability of one site to offer a wider selection of titles than even the largest physical bookstore, can outweigh the advantages of a traditional book- store——for example, the customer's ability to browse the pages of the books. In later chapters, you will learn how to evaluate the advantages and disadvantages of using electronic commerce for specific business processes. Figure 1-5 lists examples of business processes categorized as to how well suited they are to electronic commerce and traditional commerce.

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