CHAPTER 1 AN OVERVIEW OF E．BUS工NESS
第1篇 电子商务概述
unlt 1 E—Business Basics
电子商务基础
Unit 2 E—Commerce／E—Business in the New Economv
新经济下的电子商贸／电子商务
Unit 3 Six Principles to Guide the Development of Global
E—Commerce
指导全球电子商务发展的六大原则
Unit 4 The Global E—Business Environment
全球的电子商务环境
CHAPTER 2 E—MARKETING AND E—FINANCE
第2篇 电子化营销与电子金融
Unit 5 What is E—Marketing Planning
什么是电子营销计划
Unit 6 A New Marketing Strategy for E—Commerce
一个针对电子商务的新营销策略
Unit 7 Customer Differentiation and Lifecycle Management of
E—Marketing
电子化营销的客户差异化与生命周期管理
Unit 8 Payment Applications Make E—Commerce
Mobile
支付应用使电子商务移动化
Unit 9 E—Business Strategy in an Online Banking
Services：
A Case Study of Citibank
在线银行服务电子商务战略：花旗银行的案例研究
CHAPTER 3 E—BUS工NESS ABOUTENTERPR工SES
第3篇 企业电子商务
Unit 10 How SMBs Can Profit from the Internet
中小企业如何从互联网中获利
Unit l l E—Business Strategy Review Report for
Tesco．corn
特易购网电子商务战略评估报告
Unit 12 Could My Business be an E-Business
我的业务能发展成电子商务吗？
Unit 1 3 Integrating KBusiness into Your Small Business
将电子商务集成到你的小企业中去
Chapter 4 E-Business about Industries
第4篇 行业电子商务
Unit 1 4 Retail“E-PrOcurement”：Minimizing Costs and Improving
Productivity
零售业电子采购分析：成本最小化，提高生产力
Unit l 5 Using the Internet to Market Agricultural
Exports
利用互联网推销农业出口产品
Unit 1 6 Selling Products on Facebook：7he Emergence of Social
Commerce
在Facebook上销售产品：社交商务的出现
Unit 17 Scan of E Business in Higher Education
高等教育电子商务扫描
CHAPTER 5 E—BUS工NESS CASE STUDIES
第5篇 电子商务案例
Unit 18 Case Study of CRM：Securities Institute of
Australia
CRM案例研究：澳大利亚证券学院（SIA）
Unit 19 7DC’S Implementation of E—Commerce
丹麦电信电子商务应用
U．nit 20 Deutsche Bank’S E—Trust
德意志银行的电子化信任
Unit 2l Viral Marketing of Kettle Foods
克特食品的病毒性营销
……
第6篇 电子商务技术与安全
第7篇 电子商务综合
电子商务术语解释
內容試閱：
HOW Websites Work
Wcbsites are a collection of web pages,which are electronic pages
of informationlinkcd together much like a spider''s web．This
spider''s web—like navigational system al—10ws userS t0 move around
the 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 online
however they choose．
websitcS are accessed via a web browser such as Internet Explorer
or Mozilla．Webbrowscrs arc the graphical interface that enables
users to view,find and interact withwebsites．
Wcbsites cach havc their own unique address''called an IP
address,through whichusers can find them．For example,the Alberta
E—Future Centre''S online address iswww．c—future．ca／alberta．By
typing this address into the web browser address bar,auser would be
connected to our website．
But.since thc Wcb indexes literally billions of websites''another
method facili—tate {inding rClevant
websites was necessary． Therefore''search
engines that utilize"keyword searching"were
created．
It is estimatcd that m.rc than 98％of Internet users use search
engines find web—sites 0n"nc．A search engine is a website
whose primary purpose is to provide a searchfunction for gathering
and reporting information available on the Internet．
Search engines allow Internet users to quickly find websites
related tO a certain top—ic through the use
of"keywords"and"keyword phrases"．that is．words
and phrasesthat describe the topic of interest．
F0r cXamplc,let''s say an Internet user in the UK is looking for
businesses onlinethat sell hand carved indigenous masks and
figurines from Canada．She doesn''t know ofany specific businesses
selling these items;nor does she know any website addresses''SOshe
uses a search engine such as Google or Yahoo tO find websites whose
content con—tains relevant keywords．
On the search engine''s main page,she types into the
search—box:"Canadian NativeArt．"The search engine returns
3''3 70 listings containing this keyword phrase,organ—iZed bv
rClevanCV. The user can then either start browsing the
websites listed'' or shecan narrOW the results further by
searching within those results for another
keywordlike"mask",for example．
……
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