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| 內容簡介： |
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本书可作为高等院校经管类专业相关课程的教材，也可作为相关技术人员的自学用书及培训机构的培训教材。全书共12 个项目，包括概述、基础技术、交易模式、关键环节和新应用5 个方面，着重介绍了B2C、C2C、新零售、B2B 和跨境电商，概括介绍了网络营销、电子商务安全、电子支付、电商物流和客户关系管理等内容，简要介绍了移动电商、直播电商等电子商务的新应用。每个项目包含多个任务，每个任务中都有任务描述、任务准备、任务实施，形成任务驱动闭环。许多任务中设有视野拓展、拓展练习和思政小课堂。项目后设有知识巩固，题型丰富，包括主观题和客观题，并设有技能训练。
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| 關於作者： |
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姚春荣，女，副教授，湖北省行业技术能手，湖北电子商务学会理事，跨境电子商务创业实战培训师，晴川名师，现任武汉晴川学院商学院电子商务系专职教师，院长助理，商学院教工党支部书记，长期从事电子商务和跨境电子商务方面的教学、竞赛和研究工作。指导学生在全国大学生电子商务\创新、创意及创业”挑战赛中多次获得国家级一等奖和最佳创意奖，有着丰富的学科竞赛指导经验，主持省教育厅课题2项，主编教材2部，专著1部，发表论文多篇。
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| 目錄：
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项目一 电子商务基础认知··········································································1任务一 初识电子商务····················.2一、电子商务的产生与发展·······.2二、电子商务的概念················.4任务二 电子商务的分类·················.7一、按交易主体分类················.8二、按运作方式分类················11三、按开展交易的地域范围分类···11任务三 电子商务的新应用··············12一、在线旅游·························13二、在线教育·························16三、互联网医疗······················17四、电子政务·························23五、农村电子商务···················25六、直播电子商务···················26任务四 电子商务的模型与框架········27一、电子商务的模型················28二、电子商务的一般框架··········29任务五 电子商务的基础技术···········32一、电子数据交换技术·············32二、互联网技术······················35三、Web 开发技术···················39四、其他新兴技术···················40知识巩固······································43技能训练······································44项目二 B2C 电子商务··············································································45任务一 B2C 电子商务概述···············46一、B2C 电子商务的含义··········46二、B2C 电子商务的应用特点····46三、B2C 电子商务的分类··········50任务二 B2C 电子商务的盈利模式与成功关键··························56一、B2C 电子商务的盈利模式····56二、B2C 电子商务的成功关键····58任务三 B2C 电子商务典型案例分析—唯品会····················61一、唯品会概况······················61二、唯品会的盈利模式·············62三、唯品会成功的关键·············63知识巩固······································65技能训练······································66项目三 C2C 电子商务·············································································67任务一 C2C 电子商务概述··············68一、C2C 电子商务的含义··········68二、C2C 电子商务的应用特点····69三、C2C 电子商务的分类··········69任务二 C2C 拍卖网站的运作模式·····72一、网络拍卖网站的形式··········72二、网络拍卖的方式················74三、网络拍卖网站案例—淘宝网76任务三 C2C 店铺平台的运作模式·····78一、在C2C 店铺平台上购物和开店的流程·························79二、C2C 店铺货源的选择··········80三、网上开店流程——淘宝网·····82知识巩固······································84技能训练······································85项目四 新零售····························································································.86任务一 新零售的概念与特征············.87一、新零售的概念····················.87二、新零售的特征····················.88任务二 新零售的框架·····················.89一、前台：重构人、货、场········.90二、中台：营销、市场、流通链、生产模式变革····················.91三、后台：基础环境、新兴技术赋能发展·······························92任务三 新零售的商业模式与发展方向····96一、新零售的商业模式················97二、新零售的发展方向·············.103知识巩固······································.107技能训练······································.108项目五 B2B 电子商务················································································.109任务一 初识B2B 电子商务··············.110一、B2B 电子商务的含义··········.110二、B2B 电子商务的特点··········.110三、B2B 电子商务的分类··········.112四、B2B 电子商务的发展··········.114任务二 基于企业自有网站的B2B交易································.117一、基于采购商网站的B2B交易·······························.117二、基于供应商网站的B2B交易·······························.119任务三 基于第三方中介网站的B2B交易································.120一、基于第三方中介网站的B2B 交易的主要功能······················.121二、基于第三方中介网站的B2B 交易的机制····························.122三、B2B 电子商务中介网站的类型·······························.123知识巩固······································.126技能训练······································.127项目六 跨境电子商务················································································.128任务一 初识跨境电子商务··············.129一、跨境电子商务的定义··········.129二、跨境电子商务的分类··········.130三、跨境电子商务的发展趋势····.132任务二 初识跨境电子商务平台········.133一、全球速卖通······················.133二、亚马逊····························.134三、eBay ·······························.136四、敦煌网····························.137五、Wish ·······························.138任务三 跨境电子商务物流··············.141一、跨境电子商务物流模式·······.141二、如何选择跨境电子商务物流渠道··························.142三、海外仓····························.143四、跨境电子商务物流的通关与报关·······························.144任务四 跨境电子商务支付··············.146一、跨境支付概述···················.146二、跨境电子商务支付方式·······.148三、初识离岸公司···················.151四、初识离岸账户···················.152知识巩固······································.155技能训练······································.156项目七 移动电子商务················································································.157任务一 移动电子商务····················.158 一、移动电子商务的概念··········.
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