第一章 电子商务概述···················································································· 1
本章导读·············································································································· 1
学习目标·············································································································· 1
思维导图·············································································································· 2
第一节 电子商务的定义与特点······································································ 2
一、电子商务的定义·························································································· 2
二、电子商务的基本特点·················································································· 3
第二节 电子商务的发展历程·········································································· 4
一、电子商务的起源·························································································· 4
二、电子商务的初步发展阶段·········································································· 6
三、 电子商务的快速发展阶段········································································ 7
四、 电子商务的成熟与创新阶段·································································· 10
第三节 电子商务的分类与模式···································································· 11
一、电子商务的分类························································································ 11
二、主要的电子商务模式················································································ 13
延伸阅读：日新月益的电子商务···································································· 16
课后习题············································································································ 18
第二章 电子商务技术基础·········································································· 19
本章导读············································································································ 19
学习目标············································································································ 19
思维导图············································································································ 20
第一节 互联网技术与电子商务···································································· 20
一、互联网技术概述························································································ 20
二、 互联网技术对电子商务的支撑作用······················································ 23
第二节 数据库技术与电子商务···································································· 24
一、数据库技术基础························································································ 24
二、 数据库技术在电子商务中的作用·························································· 25
第三节 新兴技术与电子商务········································································ 28
一、新兴技术概述···························································································· 29
二、 新兴技术对电子商务的影响·································································· 30
三、 新兴技术在电子商务中的应用······························································ 32
四、 新兴技术在电子商务应用中面临的挑战与展望·································· 33
延伸阅读： 技术驱动发展的典范——亚马逊············································· 35
课后习题············································································································ 37
第三章 电子商务企业运营管理·································································· 38
本章导读············································································································ 38
学习目标············································································································ 38
思维导图············································································································ 39
第一节 电子商务企业的战略规划································································ 39
一、战略规划的重要性···················································································· 39
二、电子商务企业战略···················································································· 41
第二节 电子商务平台的建设与管理·························································· 41
一、平台建设的需求分析················································································ 41
二、平台架构设计···························································································· 44
三、平台运营与管理························································································ 46
第三节 电子商务营销与推广策略································································ 46
一、营销推广策略概述···················································································· 46
二、搜索引擎营销···························································································· 48
三、社交媒体营销···························································································· 49
四、电商文案撰写技巧···················································································· 52
延伸阅读：
1. 阿里巴巴的启示：战略指引， 创新驱动··············································· 53
2. 京东的法宝：用户体验··············································································· 55
课后习题············································································································ 57
第四章 电子商务市场分析基础·································································· 58
本章导读············································································································ 58
学习目标············································································································ 58
思维导图············································································································ 59
第一节 电子商务市场规模与发展趋势······················································ 59
一、市场规模现状···························································································· 59
二、发展趋势分析···························································································· 60
三、 未来发展机遇——新兴市场································································· 63
第二节 消费者在电子商务中的
行为特征············································································································ 66
一、消费决策···································································································· 66
二、购买偏好···································································································· 66
三、购物渠道选择···························································································· 68
第三节 影响消费者电子商务购买决策的因素·········································· 70
一、 广告宣传的效果······················································································ 70
二、品牌影响力································································································ 71
三、促销活动的吸引力···················································································· 72
四、 口碑与评价的影响·················································································· 73
延伸阅读：“双十一”的数据密码·································································· 73
课后习题············································································································ 75
第五章 电子商务物流与供应链管理·························································· 76
本章导读············································································································ 76
学习目标············································································································ 76
思维导图············································································································ 77
第一节 电子商务物流的特点与模式···························································· 77
一、电子商务物流的特点················································································ 77
二、 电子商务物流的主要模式······································································ 80
第二节 供应链管理在电子商务中的重要性·············································· 83
一、供应链管理的基本概念············································································ 83
二、 电子商务对供应链管理的影响······························································ 84
三、 供应链管理对电子商务的支撑作用······················································ 85
第三节 电子商务环境下的库存管理与配送优化······································ 86
一、 电子商务环境下的库存管理策略·························································· 86
二、 配送优化的关键因素与方法·································································· 89
三、 库存管理与配送优化的协同策略·························································· 90
延伸阅读：高效率的京东配送········································································ 93
课后习题············································································································ 95
第六章 电子商务安全与支付······································································ 96
本章导读············································································································ 96
学习目标············································································································ 96
思维导图············································································································ 97
第一节 安全技术在电子商务中的应用······················································ 97
一、数据加密技术···························································································· 97
二、身份认证技术·························································································· 100
三、访问控制技术·························································································· 104
第二节 电子支付技术·················································································· 105
一、电子支付概述·························································································· 105
二、银行卡支付······························································································ 106
三、移动支付·································································································· 107
第三节 电子商务风险管理········································································ 109
一、电子商务风险概述·················································································· 109
二、 电子商务风险管理的重要性································································ 110
延伸阅读：便捷、安全的微信支付······························································ 111
课后习题·········································································································· 113
第七章 电子商务法律法规········································································ 114
本章导读·········································································································· 114
学习目标·········································································································· 114
思维导图·········································································································· 115
第一节 电子商务相关法律法规概述·························································· 115
一、 国内法律法规发展的关键阶段···························································· 115
二、 专门的电子商务法律内容···································································· 116
三、法律法规的重要作用·············································································· 118
第二节 电子商务中的知识产权保护·························································· 119
一、商标权保护······························································································ 119
二、专利权保护······························································································ 121
三、著作权保护······························································································ 123
第三节 政府对电子商务的政策支持·························································· 126
一、产业扶持政策·························································································· 126
二、创新鼓励政策·························································································· 127
延伸阅读：阿里巴巴的打假行动·································································· 129
课后习题·········································································································· 131
第八章 跨境电子商务················································································ 132
本章导读·········································································································· 132
学习目标·········································································································· 132
思维导图·········································································································· 133
第一节 跨境电子商务的发展现状与趋势················································ 133
一、 全球跨境电子商务市场现状································································ 133
二、 跨境电子商务的发展趋势···································································· 136
三、 跨境电子商务融合创新发展································································ 137
第二节 跨境电子商务的模式与流程·························································· 138
一、 跨境电子商务的主要模式···································································· 138
二、 跨境电子商务的交易流程···································································· 139
第三节 跨境电子商务的政策与监管·························································· 142
一、跨境电子商务政策·················································································· 142
二、国际组织的监管措施·············································································· 143
延伸阅读： 跨境电商综合试验区的创新实践············································ 146
课后习题·········································································································· 148
第九章 移动电子商务················································································ 149
本章导读·········································································································· 149
学习目标·········································································································· 149
思维导图·········································································································· 150
第一节 移动电子商务的特点与优势·························································· 150
一、移动电子商务的特点·············································································· 150
二、移动性优势······························································································ 153
第二节 移动电子商务的应用场景······························································ 154
一、移动购物场景·························································································· 154
二、移动旅游场景·························································································· 155
三、移动金融场景·························································································· 158
第三节 移动电子商务的发展前景······························································ 159
一、技术创新推动发展·················································································· 159
二、市场需求增长·························································································· 160
三、产业生态完善方向·················································································· 161
四、 移动电子商务融合创新发展································································ 163
延伸阅读：火爆的直播电商·········································································· 164
课后习题·········································································································· 165
第十章 社交电子商务················································································ 167
本章导读·········································································································· 167
学习目标·········································································································· 167
思维导图·········································································································· 168
第一节 社交电子商务的概念与模式························································ 168
一、 社交电子商务的基本概念···································································· 168
二、 社交电子商务的主要模式···································································· 169
第二节 社交电子商务的发展现状与趋势················································ 172
一、 社交电子商务的发展现状···································································· 172
二、 社交电子商务发展的驱动因素···························································· 173
三、 社交电子商务的未来发展趋势···························································· 173
第三节 社交电子商务的营销策略···························································· 177
一、 社交电子商务的营销特点···································································· 177
二、 社交电子商务的营销策略组合···························································· 178
延伸阅读： 深耕UGC 生态构建的小红书················································ 179
课后习题·········································································································· 181
第十一章 人工智能电子商务···································································· 183
本章导读·········································································································· 183
学习目标·········································································································· 183
思维导图·········································································································· 184
第一节 人工智能电子商务的优势···························································· 184
一、效率提升优势·························································································· 184
二、精准营销优势·························································································· 187
三、决策支持优势·························································································· 189
第二节 人工智能在电子商务中的应用场景············································ 190
一、售前应用场景·························································································· 190
二、售中应用场景·························································································· 191
三、售后应用场景·························································································· 192
第三节 人工智能电子商务面临的挑战···················································· 193
一、数据质量与安全问题·············································································· 193
二、 隐私保护与数据滥用风险···································································· 194
三、技术壁垒与人才竞争·············································································· 196
第四节 人工智能电子商务未来的发展趋势············································ 197
一、服务创新趋势·························································································· 197
二、技术融合趋势·························································································· 198
三、产业生态趋势·························································································· 199
四、 人工智能电子商务融合创新发展························································ 201
延伸阅读： 京东的人工智能技术应用························································ 202
课后习题·········································································································· 204
参考答案·········································································································· 205
参考文献·········································································································· 216
附录 电子商务创业指引·············································································· 218