目　　錄
Chapter 1 An Overview of E-Business ........................................................................................1
第 1 篇　電子商務(wù)概述 ....................................................................................................................1
　UNIT 1　E-Commerce / E-Business in the New Economy ..........................................................3
　新經(jīng)濟(jì)下的電子商貿(mào) / 電子商務(wù).................................................................................................8
　UNIT 2　Six Principles to Guide the Development of Global E-Commerce .................................10
　指導(dǎo)全球電子商務(wù)發(fā)展的六大原則..........................................................................................17
　UNIT 3　The Internet of Things (IoT): Shaping the Future of E-Commerce .................................21
　物聯(lián)網(wǎng)：塑造電子商務(wù)的未來(lái) ..................................................................................................26
Chapter 2 E-Marketing and E-Finance ....................................................................................29
第 2 篇　電子市場(chǎng)營(yíng)銷與電子金融 .............................................................................................29
　UNIT 4　Best Practices for Retail & E-Commerce to Win Consumers via Mobile Marketing ............31
　零售和電子商務(wù)企業(yè)通過(guò)移動(dòng)營(yíng)銷贏得消費(fèi)者的最佳實(shí)踐 .................................................37
　UNIT 5　What Is E-Marketing Plan .............................................................................................41
　什么是電子市場(chǎng)營(yíng)銷計(jì)劃 ..........................................................................................................47
　UNIT 6　Customer Differentiation and Lifecycle Management of E-Marketing ...........................51
　電子市場(chǎng)營(yíng)銷的客戶差異化與生命周期管理 .........................................................................57
Chapter 3 E-Business about Enterprises ..................................................................................61
第 3 篇　企業(yè)電子商務(wù) ..................................................................................................................61
　UNIT 7　Challenges of Establishing Online Business in the E-Commerce Process Chain ..........63
　電子商務(wù)流程中建立網(wǎng)上業(yè)務(wù)面臨的挑戰(zhàn) .............................................................................69
　UNIT 8　How SMBs Can Profit from the Internet ........................................................................72
　中小企業(yè)如何從互聯(lián)網(wǎng)中獲利 ..................................................................................................77
　UNIT 9　Could My Business Be an E-Business ...........................................................................80
　我的業(yè)務(wù)能發(fā)展成電子商務(wù)嗎 ..................................................................................................85
Chapter 4 E-Business about Industries.....................................................................................89
第 4 篇　行業(yè)電子商務(wù) ..................................................................................................................89
　UNIT 10　Retail E-Procurement: Minimizing Costs and Improving Productivity ........................91
　零售業(yè)電子采購(gòu)分析：成本最小化，提高生產(chǎn)力 .................................................................95
　UNIT 11　Selling Products on Facebook: The Emergence of Social Commerce ..........................98
　在臉書(shū)上銷售產(chǎn)品：社交商務(wù)的出現(xiàn) ...................................................................................113
　UNIT 12　What Do Consumers Really Want? ...........................................................................125
　消費(fèi)者真正想要的是什么？ ....................................................................................................129
Chapter 5 E-Business Case Studies .........................................................................................131
第 5 篇　電子商務(wù)案例研究 ........................................................................................................131
　UNIT 13　Case Study of CRM: Securities Institute of Australia ................................................133
　CRM 案例研究：澳大利亞證券協(xié)會(huì) ......................................................................................139
　UNIT 14　Viral Marketing of Kettle Foods ................................................................................143
　克特食品的病毒式營(yíng)銷 ............................................................................................................153
Chapter 6 E-Business Technology and Security Issues .........................................................161
第 6 篇　電子商務(wù)技術(shù)與安全 ...................................................................................................161
　UNIT 15　Some Technology Trends Affecting E-Business ........................................................163
　一些影響電子商務(wù)的技術(shù)趨勢(shì) ................................................................................................168
　UNIT 16　E-Business Relies on Security ...................................................................................171
　電子商務(wù)依賴于安全性 ............................................................................................................178
　UNIT 17　UNCTAD B2C E-Commerce Index 2017 ..................................................................183
　2017 年聯(lián)合國(guó)貿(mào)易和發(fā)展會(huì)議 B2C 電子商務(wù)指數(shù) .............................................................192