新编电子商务英语（第三版） / 21世纪电子商务专业核心课程系列教材
￥48.00定价
作者： 姚国章，王允曦，刘伟主编
出版时间：2023-11
出版社：北京大学出版社
- 北京大学出版社
- 9787301345979
- 3版
- 527195
- 62251057-6
- 2023-11
- 国际经济与贸易
- 本科
作者简介
内容简介
本书的编写结合电子商务专业教学的实际需要，从国际机构、知名媒体和专业网站等渠道选取
具有实用性、新颖性和前瞻性的专业文章作为课文，进行全面的分析和讲解，帮助读者通过学习提高英语
水平和研究电子商务专业的能力。本书分为电子商务概述、电子化营销与电子金融、企业电子商务、行业
电子商务、电子商务案例和电子商务技术与安全6个篇章，每篇均包含3个单元，有详细的讲解和延伸阅
读，读者可根据需要进行精读或泛读，从而进一步拓宽电子商务的专业视野和研究视角。
本书可作为电子商务专业本科、专科教材及相关专业硕士研究生英语教学用书，也可作
具有实用性、新颖性和前瞻性的专业文章作为课文，进行全面的分析和讲解，帮助读者通过学习提高英语
水平和研究电子商务专业的能力。本书分为电子商务概述、电子化营销与电子金融、企业电子商务、行业
电子商务、电子商务案例和电子商务技术与安全6个篇章，每篇均包含3个单元，有详细的讲解和延伸阅
读，读者可根据需要进行精读或泛读，从而进一步拓宽电子商务的专业视野和研究视角。
本书可作为电子商务专业本科、专科教材及相关专业硕士研究生英语教学用书，也可作
目录
目 录
Chapter 1 An Overview of E-Business ........................................................................................1
第 1 篇 电子商务概述 ....................................................................................................................1
UNIT 1 E-Commerce / E-Business in the New Economy ..........................................................3
新经济下的电子商贸 / 电子商务.................................................................................................8
UNIT 2 Six Principles to Guide the Development of Global E-Commerce .................................10
指导全球电子商务发展的六大原则..........................................................................................17
UNIT 3 The Internet of Things (IoT): Shaping the Future of E-Commerce .................................21
物联网：塑造电子商务的未来 ..................................................................................................26
Chapter 2 E-Marketing and E-Finance ....................................................................................29
第 2 篇 电子市场营销与电子金融 .............................................................................................29
UNIT 4 Best Practices for Retail & E-Commerce to Win Consumers via Mobile Marketing ............31
零售和电子商务企业通过移动营销赢得消费者的最佳实践 .................................................37
UNIT 5 What Is E-Marketing Plan .............................................................................................41
什么是电子市场营销计划 ..........................................................................................................47
UNIT 6 Customer Differentiation and Lifecycle Management of E-Marketing ...........................51
电子市场营销的客户差异化与生命周期管理 .........................................................................57
Chapter 3 E-Business about Enterprises ..................................................................................61
第 3 篇 企业电子商务 ..................................................................................................................61
UNIT 7 Challenges of Establishing Online Business in the E-Commerce Process Chain ..........63
电子商务流程中建立网上业务面临的挑战 .............................................................................69
UNIT 8 How SMBs Can Profit from the Internet ........................................................................72
中小企业如何从互联网中获利 ..................................................................................................77
UNIT 9 Could My Business Be an E-Business ...........................................................................80
我的业务能发展成电子商务吗 ..................................................................................................85
Chapter 4 E-Business about Industries.....................................................................................89
第 4 篇 行业电子商务 ..................................................................................................................89
UNIT 10 Retail E-Procurement: Minimizing Costs and Improving Productivity ........................91
零售业电子采购分析：成本最小化，提高生产力 .................................................................95
UNIT 11 Selling Products on Facebook: The Emergence of Social Commerce ..........................98
在脸书上销售产品：社交商务的出现 ...................................................................................113
UNIT 12 What Do Consumers Really Want? ...........................................................................125
消费者真正想要的是什么？ ....................................................................................................129
Chapter 5 E-Business Case Studies .........................................................................................131
第 5 篇 电子商务案例研究 ........................................................................................................131
UNIT 13 Case Study of CRM: Securities Institute of Australia ................................................133
CRM 案例研究：澳大利亚证券协会 ......................................................................................139
UNIT 14 Viral Marketing of Kettle Foods ................................................................................143
克特食品的病毒式营销 ............................................................................................................153
Chapter 6 E-Business Technology and Security Issues .........................................................161
第 6 篇 电子商务技术与安全 ...................................................................................................161
UNIT 15 Some Technology Trends Affecting E-Business ........................................................163
一些影响电子商务的技术趋势 ................................................................................................168
UNIT 16 E-Business Relies on Security ...................................................................................171
电子商务依赖于安全性 ............................................................................................................178
UNIT 17 UNCTAD B2C E-Commerce Index 2017 ..................................................................183
2017 年联合国贸易和发展会议 B2C 电子商务指数 .............................................................192
Chapter 1 An Overview of E-Business ........................................................................................1
第 1 篇 电子商务概述 ....................................................................................................................1
UNIT 1 E-Commerce / E-Business in the New Economy ..........................................................3
新经济下的电子商贸 / 电子商务.................................................................................................8
UNIT 2 Six Principles to Guide the Development of Global E-Commerce .................................10
指导全球电子商务发展的六大原则..........................................................................................17
UNIT 3 The Internet of Things (IoT): Shaping the Future of E-Commerce .................................21
物联网：塑造电子商务的未来 ..................................................................................................26
Chapter 2 E-Marketing and E-Finance ....................................................................................29
第 2 篇 电子市场营销与电子金融 .............................................................................................29
UNIT 4 Best Practices for Retail & E-Commerce to Win Consumers via Mobile Marketing ............31
零售和电子商务企业通过移动营销赢得消费者的最佳实践 .................................................37
UNIT 5 What Is E-Marketing Plan .............................................................................................41
什么是电子市场营销计划 ..........................................................................................................47
UNIT 6 Customer Differentiation and Lifecycle Management of E-Marketing ...........................51
电子市场营销的客户差异化与生命周期管理 .........................................................................57
Chapter 3 E-Business about Enterprises ..................................................................................61
第 3 篇 企业电子商务 ..................................................................................................................61
UNIT 7 Challenges of Establishing Online Business in the E-Commerce Process Chain ..........63
电子商务流程中建立网上业务面临的挑战 .............................................................................69
UNIT 8 How SMBs Can Profit from the Internet ........................................................................72
中小企业如何从互联网中获利 ..................................................................................................77
UNIT 9 Could My Business Be an E-Business ...........................................................................80
我的业务能发展成电子商务吗 ..................................................................................................85
Chapter 4 E-Business about Industries.....................................................................................89
第 4 篇 行业电子商务 ..................................................................................................................89
UNIT 10 Retail E-Procurement: Minimizing Costs and Improving Productivity ........................91
零售业电子采购分析：成本最小化，提高生产力 .................................................................95
UNIT 11 Selling Products on Facebook: The Emergence of Social Commerce ..........................98
在脸书上销售产品：社交商务的出现 ...................................................................................113
UNIT 12 What Do Consumers Really Want? ...........................................................................125
消费者真正想要的是什么？ ....................................................................................................129
Chapter 5 E-Business Case Studies .........................................................................................131
第 5 篇 电子商务案例研究 ........................................................................................................131
UNIT 13 Case Study of CRM: Securities Institute of Australia ................................................133
CRM 案例研究：澳大利亚证券协会 ......................................................................................139
UNIT 14 Viral Marketing of Kettle Foods ................................................................................143
克特食品的病毒式营销 ............................................................................................................153
Chapter 6 E-Business Technology and Security Issues .........................................................161
第 6 篇 电子商务技术与安全 ...................................................................................................161
UNIT 15 Some Technology Trends Affecting E-Business ........................................................163
一些影响电子商务的技术趋势 ................................................................................................168
UNIT 16 E-Business Relies on Security ...................................................................................171
电子商务依赖于安全性 ............................................................................................................178
UNIT 17 UNCTAD B2C E-Commerce Index 2017 ..................................................................183
2017 年联合国贸易和发展会议 B2C 电子商务指数 .............................................................192
