新媒体电商运营与监管 / 数字经济专业系列教材
定价：￥68.00
作者： 曾庆丰
出版时间：2025-07
出版社：电子工业出版社
- 电子工业出版社
- 9787121505546
- 1-1
- 568437
- 平塑勒
- 16开
- 2025-07
- 463
- 331
- 管理学
- 电子商务类
- 电子商务
- 本科 高职 研究生及以上
内容简介
新媒体电商核心特征在于运用数字化技术和互联网平台进行信息的传播与扩散，通过融合社交互动、内容创作和个性化推荐等多重元素，重塑消费者购物体验的一种新电商生态。全书共分为基础知识篇、运营模式篇、运营技术篇、运营监管篇。其中，基础知识篇包括数字化时代、电子商务与新媒体电商两章；运营模式篇包括内容电商、社交电商、直播电商、短视频电商四章；运营技术篇包括用户画像技术、个性化推荐技术、搜索引擎优化技术、用户行为分析技术四章；运营监管篇包括新媒体电商中的信息安全、数字平台的监管和治理两章。这四个篇章较为全面地阐述了新媒体电商运营与监管的相关知识内容。 本书可作为高等院校数字经济、信息管理、工商管理类专业高年级本科生和硕士研究生教材，也可供企业中从事新媒体电商运营工作的读者参考使用。
目录
基础知识篇
第 1 章数字化时代·······································································································2
开篇案例···············································································································2
1.1 数字化时代的到来····························································································3
1.1.1 数字化的内涵·························································································3
1.1.2 数字化时代的演进···················································································4
1.1.3 数字化时代的特征···················································································7
1.2 企业数字化转型·······························································································9
1.2.1 企业数字化转型的内涵·············································································9
1.2.2 企业数字化转型的特征··········································································· 11
1.2.3 企业数字化转型的过程··········································································· 13
1.3 从工业经济到数字经济····················································································· 15
1.3.1 人类经济形态的演进·············································································· 15
1.3.2 数字经济的特征···················································································· 16
1.4 数字技术驱动商业模式创新··············································································· 18
1.4.1 数字技术的特征及数字技术对商业的影响··················································· 18
1.4.2 数字技术与商业模式创新········································································ 20
本章小结············································································································· 23
思考题················································································································ 23
本章案例分析······································································································· 23
第2 章电子商务与新媒体电商······················································································ 26
开篇案例············································································································· 26
2.1 电子商务概述································································································ 27
2.1.1 电子商务的定义与特征··········································································· 27
2.1.2 电子商务和传统商务的区别····································································· 29
2.1.3 电子商务对社会产生的影响····································································· 30
2.2 电子商务发展及基础理论·················································································· 34
2.2.1 电子商务发展历程·················································································· 34
2.2.2 电子商务发展的基础理论········································································· 36
2.3 新媒体电商的应运而生····················································································· 38
2.3.1 新媒体电商的概念·················································································· 38
2.3.2 新媒体电商与传统电商的区别··································································· 39
2.3.3 新媒体电商的特点·················································································· 41
2.4 新媒体电商模式与发展····················································································· 42
2.4.1 新媒体电商模式····················································································· 42
2.4.2 新媒体电商发展····················································································· 44
本章小结············································································································· 48
思考题·······························································································
第 1 章数字化时代·······································································································2
开篇案例···············································································································2
1.1 数字化时代的到来····························································································3
1.1.1 数字化的内涵·························································································3
1.1.2 数字化时代的演进···················································································4
1.1.3 数字化时代的特征···················································································7
1.2 企业数字化转型·······························································································9
1.2.1 企业数字化转型的内涵·············································································9
1.2.2 企业数字化转型的特征··········································································· 11
1.2.3 企业数字化转型的过程··········································································· 13
1.3 从工业经济到数字经济····················································································· 15
1.3.1 人类经济形态的演进·············································································· 15
1.3.2 数字经济的特征···················································································· 16
1.4 数字技术驱动商业模式创新··············································································· 18
1.4.1 数字技术的特征及数字技术对商业的影响··················································· 18
1.4.2 数字技术与商业模式创新········································································ 20
本章小结············································································································· 23
思考题················································································································ 23
本章案例分析······································································································· 23
第2 章电子商务与新媒体电商······················································································ 26
开篇案例············································································································· 26
2.1 电子商务概述································································································ 27
2.1.1 电子商务的定义与特征··········································································· 27
2.1.2 电子商务和传统商务的区别····································································· 29
2.1.3 电子商务对社会产生的影响····································································· 30
2.2 电子商务发展及基础理论·················································································· 34
2.2.1 电子商务发展历程·················································································· 34
2.2.2 电子商务发展的基础理论········································································· 36
2.3 新媒体电商的应运而生····················································································· 38
2.3.1 新媒体电商的概念·················································································· 38
2.3.2 新媒体电商与传统电商的区别··································································· 39
2.3.3 新媒体电商的特点·················································································· 41
2.4 新媒体电商模式与发展····················································································· 42
2.4.1 新媒体电商模式····················································································· 42
2.4.2 新媒体电商发展····················································································· 44
本章小结············································································································· 48
思考题·······························································································
