第1章 电子商务概述.........................1 1.1 电子商务概念·············································1 1.1.1 电子商务的定义································1 1.1.2 企业电子商务····································2 1.1.3 电子商务的概念模型························3 1.1.4 电子商务的构成································4 1.1.5 电子商务的特点································5 1.2 电子商务模式与功能·································6 1.2.1 电子商务的模式································6 1.2.2 电子商务的功能································8 1.3 电子商务的演进·········································9 1.3.1 全球电子商务发展历史····················9 1.3.2 我国电子商务演进··························10 1.4 电子商务的现状与应用···························15 1.4.1 我国电子商务发展的意义··············15 1.4.2 中国电子商务发展的现状··············15 1.4.3 电子商务的应用······························16 1.5 “双十一”电商·········································17 1.5.1 “双十一”对社会经济发展的 影响··················································18 1.5.2 “双十一”背后的高科技··············18 小结···································································20 练习题·······························································20 第2章 新型电子商务.......................23 2.1 新型电子商务理念···································23 2.1.1 新型电子商务模式··························23 2.1.2 新型电子商务特点··························26 2.2 传统电子商务与新型电子商务 比较···························································27 2.2.1 传统电子商务平台与新型 电子商务平台流量的不同··············28 2.2.2 传统电子商务平台与新型电子 商务平台不同··································28 2.2.3 传统电子商务与新型电子商务的 用户分层不同··································29 2.3 新型电子商务发展趋势··························29 2.3.1 场景化··············································30 2.3.2 分享经济··········································30 2.3.3 新零售··············································30 2.4 电子商务新技术应用······························31 2.4.1 云计算··············································32 2.4.2 大数据··············································33 2.4.3 人工智能··········································33 2.4.4 生物识别··········································34 2.4.5 物联网··············································34 2.4.6 区块链··············································35 小结··································································35 练习题······························································36 第3章 电子商务技术基础................38 3.1 互联网技术基础········································38 3.1.1 互联网基本概念及特点··················38 3.1.2 互联网的发展与现状······················38 3.1.3 互联网组成······································40 3.1.4 互联网应用模式······························40 3.2 IP地址与域名··········································41 3.2.1 IP地址·············································41 3.2.2 域名··················································44 3.3 云技术······················································47 3.3.1 云技术概念······································47 3.3.2 典型云平台······································47 3.4 移动通信技术··········································49 3.4.1 移动通信技术概念··························49 3.4.2 5G技术发展····································50 新编电子商务概论 ·II· 小结···································································51 练习题·······························································51 第4章 网站建设与运营....................54 4.1 网站建设流程与方法·······························54 4.1.1 网站建设步骤··································54 4.1.2 网站建设原则··································55 4.2 网站建设方式···········································55 4.2.1 网站建设方式分类··························55 4.2.2 网站建设方式选择··························57 4.3 网站运营···················································57 4.3.1 网站运营的内容······························57 4.3.2 网站运营的步骤······························58 4.4 综合实例——网络书店建设···················61 4.4.1 市场需求分析··································62 4.4.2 系统规划设计··································62 4.4.3 网站建设规划设计··························63 4.4.4 网络书店建设··································64 小结···································································64 练习题·······························································65 第5章 网络营销...............................66 5.1 网络营销概述···········································66 5.1.1 网络营销的定义······························66 5.1.2 网络营销的特点······························66 5.1.3 网络营销的主要职能······················67 5.2 网络营销理论···········································69 5.2.1 4P理论——产品导向·····················69 5.2.2 4C理论——顾客导向·····················69 5.2.3 4I理论——用户需求导向··············70 5.2.4 4R理论——顾客忠诚导向·············70 5.3 网络消费者心理及行为···························71 5.3.1 网络消费者行为分析······················71 5.3.2 网络消费者决策过程······················72 5.4 网络市场细分与定位·······························73 5.4.1 网络市场细分要素··························73 5.4.2 根据消费者特点的网络市场 细分··················································74 5.5 网络市场调查···········································74 5.5.1 网络市场调查对象··························75 5.5.2 网络市场调查的内容······················75 5.5.3 网络调查的方法······························76 5.6 网络营销模式··········································78 5.6.1 传统网络营销模式··························78 5.6.2 新型网络营销模式··························79 小结··································································81 练习题······························································81 第6章 电子支付与网络金融............83 6.1 电子支付概述··········································83 6.1.1 基本概念··········································83 6.1.2 发展阶段··········································84 6.1.3 电子支付类型··································84 6.2 电子支付系统··········································84 6.2.1 基本概念··········································84 6.2.2 构成··················································85 6.2.3 电子支付工具··································86 6.2.4 世界上主要的支付体系··················88 6.3 第三方支付··············································90 6.3.1 基本原理··········································90 6.3.2 运行模式··········································91 6.3.3 支付模式类型··································91 6.3.4 第三方支付在我国的发展··············92 6.4 移动支付··················································92 6.4.1 基本概念··········································92 6.4.2 我国移动支付的主流平台··············93 6.4.3 移动支付应用场景··························95 6.5 网络银行··················································96 6.5.1 基本概念··········································96 6.5.2 网络银行的分类······························96 6.5.3 网络银行服务与功能······················97 6.6 网络金融··················································98 6.6.1 基本概念··········································98 6.6.2 网络金融风险··································99 6.6.3 网络证券··········································99 6.6.4 网络保险········································100 6.6.5 其他网络金融模式························100 小结································································101 练习题····························································101 第7章 电子商务物流.....................104 7.1 基本概念················································104 目 录 ·III· 7.1.1 定义················································104 7.1.2 电子商务物流的新特点················105 7.1.3 电子商务与现代物流的关系········106 7.1.4 物流与供应链的关系····················106 7.2 物流智能技术·········································107 7.2.1 自动识别技术································107 7.2.2 人工智能技术································108 7.2.3 GIS技术·········································108 7.3 电子商务物流模式与发展·····················109 7.3.1 典型的电子商务物流模式············109 7.3.2 电商物流发展趋势························111 7.3.3 新型物流类型································112 7.4 我国物流现状与主要物流公司·············114 7.4.1 我国物流现状································114 7.4.2 主要物流公司································114 小结·································································117 练习题·····························································117 第8章 社群电商.............................119 8.1 社群电商的概念·····································119 8.1.1 基本概念········································119 8.1.2 社群电商与传统平台电商 的区别············································119 8.2 社群电商的组成与本质·························120 8.2.1 社群电商组成的核心要素············120 8.2.2 社群电商的本质····························122 8.3 社群电商的主要类型·····························122 8.3.1 基于内容的社群电商····················122 8.3.2 基于群体特征的社群电商············124 8.4 社群电商四大平台·································125 8.4.1 微信················································125 8.4.2 QQ社群··········································125 8.4.3 百度贴吧········································126 8.4.4 众筹················································127 8.5 热点社群电商平台·································127 小结·································································128 练习题·····························································128 第9章 农村电商.............................130 9.1 基本概念·················································130 9.1.1 农村电商的定义····························130 9.1.2 农村电商消费人群特点················131 9.1.3 农村电商的服务内容····················131 9.2 淘宝村电商模式····································132 9.2.1 淘宝村发展现状····························132 9.2.2 淘宝村的分类································134 9.3 县域电商················································135 9.3.1 我国县域电商发展现状················135 9.3.2 县域电商典型“五大模式”········136 9.3.3 县域电商发展趋势························138 9.4 三大电商企业农村电商模式················139 9.4.1 阿里巴巴的“农村淘宝”模式····139 9.4.2 京东的“线上+线下”模式·········140 9.4.3 苏宁的“电商下沉”模式············141 9.4.4 三大电商企业农村电商模式 比较················································141 小结································································142 练习题····························································142 第10章 移动电商..........................144 10.1 移动电商概述······································144 10.1.1 移动电商的定义··························144 10.1.2 移动电商的分类··························144 10.1.3 移动电商的特点··························145 10.2 移动电商新思维··································145 10.2.1 互联网现状··································145 10.2.2 电商新思维特征··························147 10.3 移动电商新应用与新模式··················148 10.3.1 移动电商的应用··························148 10.3.2 移动电商新模式··························150 10.4 移动电商平台······································151 10.4.1 移动电商平台形式······················151 10.4.2 典型移动电商平台······················152 小结································································153 练习题····························································154 第11章 跨境电商..........................155 11.1 基本概念··············································155 11.1.1 跨境电商的概念··························155 11.1.2 跨境电商的分类··························156 11.1.3 跨境电商的特征··························157 11.1.4 我国跨境电商的发展历程··········158 新编电子商务概论 ·IV· 11.1.5 “一带一路”跨境电商现状······159 11.1.6 跨境电商物流模式······················160 11.2 国际电商市场·······································160 11.2.1 美国电商市场······························160 11.2.2 印度电商市场······························161 11.2.3 欧洲电商市场······························161 11.2.4 中东电商市场······························162 11.2.5 东南亚电商市场··························162 11.3 跨境电商平台介绍·······························163 11.3.1 全球速卖通（AliExpress）·········163 11.3.2 敦煌网··········································163 11.3.3 兰亭集势······································163 11.3.4 亚马逊（Amazon）·····················164 11.3.5 Wish··············································164 11.3.6 Lazada···········································164 小结·································································165 练习题·····························································165 第12章 电子商务大数据................167 12.1 大数据···················································167 12.1.1 大数据的基本概念······················167 12.1.2 大数据在各行业的应用··············168 12.2 大数据和电子商务的关系··················170 12.2.1 大数据对电商的影响··················170 12.2.2 大数据时代电商发展机遇··········171 12.3 大数据在电子商务中的应用··············172 12.3.1 用户画像······································172 12.3.2 精准营销······································172 12.4 常用的电商数据分析工具··················173 12.4.1 外部工具监控数据······················173 12.4.2 站内工具······································177 12.5 电商大数据所面临的问题与挑战······179 12.5.1 海量数据挖掘与应用··················179 12.5.2 大数据背后的问题······················180 小结································································181 练习题····························································181 参考文献··························································183
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