電子商務(wù)基礎(chǔ)與實(shí)務(wù)
定 價：59.8 元
- 作者：姚春榮
- 出版時間：2023/4/1
- ISBN：9787121452475
- 出 版 社：電子工業(yè)出版社
- 中圖法分類：F713.36
- 頁碼：284
- 紙張：
- 版次：01
- 開本：16開
本書可作為高等院校經(jīng)管類專業(yè)相關(guān)課程的教材，也可作為相關(guān)技術(shù)人員的自學(xué)用書及培訓(xùn)機(jī)構(gòu)的培訓(xùn)教材。全書共12 個項目，包括概述、基礎(chǔ)技術(shù)、交易模式、關(guān)鍵環(huán)節(jié)和新應(yīng)用5 個方面，著重介紹了B2C、C2C、新零售、B2B 和跨境電商，概括介紹了網(wǎng)絡(luò)營銷、電子商務(wù)安全、電子支付、電商物流和客戶關(guān)系管理等內(nèi)容，簡要介紹了移動電商、直播電商等電子商務(wù)的新應(yīng)用。每個項目包含多個任務(wù)，每個任務(wù)中都有任務(wù)描述、任務(wù)準(zhǔn)備、任務(wù)實(shí)施，形成任務(wù)驅(qū)動閉環(huán)。許多任務(wù)中設(shè)有視野拓展、拓展練習(xí)和思政小課堂。項目后設(shè)有知識鞏固，題型豐富，包括主觀題和客觀題，并設(shè)有技能訓(xùn)練。
姚春榮，女，副教授，湖北省行業(yè)技術(shù)能手，湖北電子商務(wù)學(xué)會理事，跨境電子商務(wù)創(chuàng)業(yè)實(shí)戰(zhàn)培訓(xùn)師，晴川名師，現(xiàn)任武漢晴川學(xué)院商學(xué)院電子商務(wù)系專職教師，院長助理，商學(xué)院教工黨支部書記，長期從事電子商務(wù)和跨境電子商務(wù)方面的教學(xué)、競賽和研究工作。指導(dǎo)學(xué)生在全國大學(xué)生電子商務(wù)"創(chuàng)新、創(chuàng)意及創(chuàng)業(yè)”挑戰(zhàn)賽中多次獲得國家級一等獎和最佳創(chuàng)意獎，有著豐富的學(xué)科競賽指導(dǎo)經(jīng)驗(yàn)，主持省教育廳課題2項，主編教材2部，專著1部，發(fā)表論文多篇。
項目一 電子商務(wù)基礎(chǔ)認(rèn)知··········································································1
任務(wù)一 初識電子商務(wù)····················.2
一、電子商務(wù)的產(chǎn)生與發(fā)展·······.2
二、電子商務(wù)的概念················.4
任務(wù)二 電子商務(wù)的分類·················.7
一、按交易主體分類················.8
二、按運(yùn)作方式分類················11
三、按開展交易的地域范圍分類···11
任務(wù)三 電子商務(wù)的新應(yīng)用··············12
一、在線旅游·························13
二、在線教育·························16
三、互聯(lián)網(wǎng)醫(yī)療······················17
四、電子政務(wù)·························23
五、農(nóng)村電子商務(wù)···················25
六、直播電子商務(wù)···················26
任務(wù)四 電子商務(wù)的模型與框架········27
一、電子商務(wù)的模型················28
二、電子商務(wù)的一般框架··········29
任務(wù)五 電子商務(wù)的基礎(chǔ)技術(shù)···········32
一、電子數(shù)據(jù)交換技術(shù)·············32
二、互聯(lián)網(wǎng)技術(shù)······················35
三、Web 開發(fā)技術(shù)···················39
四、其他新興技術(shù)···················40
知識鞏固······································43
技能訓(xùn)練······································44
項目二 B2C 電子商務(wù)··············································································45
任務(wù)一 B2C 電子商務(wù)概述···············46
一、B2C 電子商務(wù)的含義··········46
二、B2C 電子商務(wù)的應(yīng)用特點(diǎn)····46
三、B2C 電子商務(wù)的分類··········50
任務(wù)二 B2C 電子商務(wù)的盈利模式與成功關(guān)鍵··························56
一、B2C 電子商務(wù)的盈利模式····56
二、B2C 電子商務(wù)的成功關(guān)鍵····58
任務(wù)三 B2C 電子商務(wù)典型案例分析—唯品會····················61
一、唯品會概況······················61
二、唯品會的盈利模式·············62
三、唯品會成功的關(guān)鍵·············63
知識鞏固······································65
技能訓(xùn)練······································66
項目三 C2C 電子商務(wù)·············································································67
任務(wù)一 C2C 電子商務(wù)概述··············68
一、C2C 電子商務(wù)的含義··········68
二、C2C 電子商務(wù)的應(yīng)用特點(diǎn)····69
三、C2C 電子商務(wù)的分類··········69
任務(wù)二 C2C 拍賣網(wǎng)站的運(yùn)作模式·····72
一、網(wǎng)絡(luò)拍賣網(wǎng)站的形式··········72
二、網(wǎng)絡(luò)拍賣的方式················74
三、網(wǎng)絡(luò)拍賣網(wǎng)站案例—淘寶網(wǎng)76
任務(wù)三 C2C 店鋪平臺的運(yùn)作模式·····78
一、在C2C 店鋪平臺上購物和開店的流程·························79
二、C2C 店鋪貨源的選擇··········80
三、網(wǎng)上開店流程——淘寶網(wǎng)·····82
知識鞏固······································84
技能訓(xùn)練······································85
項目四 新零售····························································································.86
任務(wù)一 新零售的概念與特征············.87
一、新零售的概念····················.87
二、新零售的特征····················.88
任務(wù)二 新零售的框架·····················.89
一、前臺：重構(gòu)人、貨、場········.90
二、中臺：營銷、市場、流通鏈、生產(chǎn)模式變革····················.91
三、后臺：基礎(chǔ)環(huán)境、新興技術(shù)賦能發(fā)展·······························92
任務(wù)三 新零售的商業(yè)模式與發(fā)展方向····96
一、新零售的商業(yè)模式················97
二、新零售的發(fā)展方向·············.103
知識鞏固······································.107
技能訓(xùn)練······································.108
項目五 B2B 電子商務(wù)················································································.109
任務(wù)一 初識B2B 電子商務(wù)··············.110
一、B2B 電子商務(wù)的含義··········.110
二、B2B 電子商務(wù)的特點(diǎn)··········.110
三、B2B 電子商務(wù)的分類··········.112
四、B2B 電子商務(wù)的發(fā)展··········.114
任務(wù)二 基于企業(yè)自有網(wǎng)站的B2B交易································.117
一、基于采購商網(wǎng)站的B2B交易·······························.117
二、基于供應(yīng)商網(wǎng)站的B2B交易·······························.119
任務(wù)三 基于第三方中介網(wǎng)站的B2B交易································.120
一、基于第三方中介網(wǎng)站的B2B 交易的主要功能······················.121
二、基于第三方中介網(wǎng)站的B2B 交易的機(jī)制····························.122
三、B2B 電子商務(wù)中介網(wǎng)站的類型·······························.123
知識鞏固······································.126
技能訓(xùn)練······································.127
項目六 跨境電子商務(wù)················································································.128
任務(wù)一 初識跨境電子商務(wù)··············.129
一、跨境電子商務(wù)的定義··········.129
二、跨境電子商務(wù)的分類··········.130
三、跨境電子商務(wù)的發(fā)展趨勢····.132
任務(wù)二 初識跨境電子商務(wù)平臺········.133
一、全球速賣通······················.133
二、亞馬遜····························.134
三、eBay ·······························.136
四、敦煌網(wǎng)····························.137
五、Wish ·······························.138
任務(wù)三 跨境電子商務(wù)物流··············.141
一、跨境電子商務(wù)物流模式·······.141
二、如何選擇跨境電子商務(wù)物流渠道··························.142
三、海外倉····························.143
四、跨境電子商務(wù)物流的通關(guān)與報關(guān)·······························.144
任務(wù)四 跨境電子商務(wù)支付··············.146
一、跨境支付概述···················.146
二、跨境電子商務(wù)支付方式·······.148
三、初識離岸公司···················.151
四、初識離岸賬戶···················.152
知識鞏固······································.155
技能訓(xùn)練······································.156
項目七 移動電子商務(wù)················································································.157
任務(wù)一 移動電子商務(wù)····················.158
一、移動電子商務(wù)的概念··········.158
二、移動電子商務(wù)的特點(diǎn)··········.158
三、移動電子商務(wù)平臺·············.159
任務(wù)二 移動電子商務(wù)技術(shù)··············.161
一、移動網(wǎng)絡(luò)技術(shù)···················.162
二、移動應(yīng)用開發(fā)技術(shù)·············.163
三、二維碼技術(shù)······················.164
任務(wù)三 移動電子商務(wù)的應(yīng)用···········.166
一、移動支付·························.167
二、移動營銷·························.168
三、移動出行·························.169
四、移動網(wǎng)店·························.170
五、移動商務(wù)的其他應(yīng)用··········.171
知識鞏固······································.172
技能訓(xùn)練······································.174
項目八 網(wǎng)絡(luò)營銷·······················································································.175
任務(wù)一 網(wǎng)絡(luò)營銷··························.176
一、網(wǎng)絡(luò)營銷的含義與特點(diǎn)·······.176
二、網(wǎng)絡(luò)營銷的職能················.177
三、傳統(tǒng)市場營銷與網(wǎng)絡(luò)營銷的關(guān)系·······························.178
任務(wù)二 網(wǎng)絡(luò)市場調(diào)研····················.181
一、網(wǎng)絡(luò)市場調(diào)研的定義與特點(diǎn)···.181
二、網(wǎng)絡(luò)市場調(diào)研的步驟··········.182
三、網(wǎng)絡(luò)市場調(diào)研的方法··········.183
任務(wù)三 網(wǎng)絡(luò)營銷策略····················.184
一、網(wǎng)絡(luò)營銷產(chǎn)品策略·············.185
二、網(wǎng)絡(luò)營銷價格策略·············.186
三、網(wǎng)絡(luò)營銷渠道策略·············.186
四、網(wǎng)絡(luò)促銷策略···················.187
任務(wù)四 網(wǎng)絡(luò)營銷的常用方法···········.188
一、搜索引擎營銷···················.189
二、自媒體營銷······················.189
三、軟文營銷·························.192
四、網(wǎng)絡(luò)社群營銷···················.194
五、網(wǎng)絡(luò)直播營銷···················.194
六、病毒式營銷······················.195
七、其他網(wǎng)絡(luò)營銷方法·············.196
知識鞏固······································.198
技能訓(xùn)練······································.199
項目九 電子商務(wù)安全·················································································.200
任務(wù)一 電子商務(wù)安全····················.201
一、電子商務(wù)面臨的安全威脅····.201
二、電子商務(wù)的安全性要求·······.204
任務(wù)二 電子商務(wù)安全技術(shù)··············.205
一、加密技術(shù)·························.206
二、認(rèn)證技術(shù)·························.208
三、安全協(xié)議·························.210
四、防火墻技術(shù)······················.210
任務(wù)三 電子商務(wù)安全管理··············.211
一、組織機(jī)構(gòu)管理···················.212
二、法律制度管理···················.214
三、日常安全防范管理·············.214
知識鞏固······································.216
技能訓(xùn)練······································.217
項目十 電子支付·······················································································.218
任務(wù)一 電子支付認(rèn)知····················.219
一、電子支付的含義················.219
二、電子支付的發(fā)展················.220
三、常用的電子支付系統(tǒng)··········.220
任務(wù)二 電子支付工具與網(wǎng)絡(luò)銀行·····.223
一、電子支付工具···················.224
二、網(wǎng)絡(luò)銀行·························.227
三、手機(jī)銀行·························.229
任務(wù)三 第三方支付與移動支付········.230
一、第三方支付······················.231
二、移動支付·························.234
知識鞏固······································.235
技能訓(xùn)練······································.236
項目十一 電子商務(wù)物流與供應(yīng)鏈·································································.238
任務(wù)一 電子商務(wù)物流····················.239
一、物流的含義、功能與分類····.240
二、電子商務(wù)物流的含義與特點(diǎn)···.244
三、電子商務(wù)環(huán)境下物流的實(shí)現(xiàn)模式·······························.245
任務(wù)二 電子商務(wù)倉儲與配送···········.247
一、電子商務(wù)倉儲的概念與分類·.248
二、電子商務(wù)物流配送的概念與流程·······························.250
三、電子商務(wù)物流配送中心·······.252
任務(wù)三 電子商務(wù)供應(yīng)鏈·················.255
一、電子商務(wù)供應(yīng)鏈的概念·······.255
二、電子商務(wù)供應(yīng)鏈的流程·······.256
三、電子商務(wù)供應(yīng)鏈的功能·······.257
知識鞏固······································.258
技能訓(xùn)練······································.259
項目十二 客戶關(guān)系管理·············································································.260
任務(wù)一 客戶關(guān)系管理認(rèn)知··············.261
一、客戶關(guān)系管理的含義··········.261
二、客戶關(guān)系管理解決的主要問題·······························.263
任務(wù)二 電子商務(wù)客戶關(guān)系管理········.264
一、電子商務(wù)客戶滿意管理·······.265
二、電子商務(wù)客戶忠誠管理·······.265
三、電子商務(wù)客戶服務(wù)管理·······.266
任務(wù)三 客戶關(guān)系管理系統(tǒng)··············.268
一、初識客戶關(guān)系管理系統(tǒng)·······.268
二、客戶關(guān)系管理系統(tǒng)的關(guān)鍵技術(shù)·······························.270
知識鞏固······································.273
技能訓(xùn)練······································.274
參考文獻(xiàn)···································································································.275
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