本書可作為高等院校經(jīng)管類專業(yè)相關課程的教材，也可作為相關技術人員的自學用書及培訓機構的培訓教材。全書共12 個項目，包括概述、基礎技術、交易模式、關鍵環(huán)節(jié)和新應用5 個方面，著重介紹了B2C、C2C、新零售、B2B 和跨境電商，概括介紹了網(wǎng)絡營銷、電子商務安全、電子支付、電商物流和客戶關系管理等內容，簡要介紹了移動電商、直播電商等電子商務的新應用。每個項目包含多個任務，每個任務中都有任務描述、任務準備、任務實施，形成任務驅動閉環(huán)。許多任務中設有視野拓展、拓展練習和思政小課堂。項目后設有知識鞏固，題型豐富，包括主觀題和客觀題，并設有技能訓練。
姚春榮，女，副教授，湖北省行業(yè)技術能手，湖北電子商務學會理事，跨境電子商務創(chuàng)業(yè)實戰(zhàn)培訓師，晴川名師，現(xiàn)任武漢晴川學院商學院電子商務系專職教師，院長助理，商學院教工黨支部書記，長期從事電子商務和跨境電子商務方面的教學、競賽和研究工作。指導學生在全國大學生電子商務"創(chuàng)新、創(chuàng)意及創(chuàng)業(yè)”挑戰(zhàn)賽中多次獲得國家級一等獎和最佳創(chuàng)意獎，有著豐富的學科競賽指導經(jīng)驗，主持省教育廳課題2項，主編教材2部，專著1部，發(fā)表論文多篇。
項目一 電子商務基礎認知··········································································1
任務一 初識電子商務····················.2
一、電子商務的產生與發(fā)展·······.2
二、電子商務的概念················.4
任務二 電子商務的分類·················.7
一、按交易主體分類················.8
二、按運作方式分類················11
三、按開展交易的地域范圍分類···11
任務三 電子商務的新應用··············12
一、在線旅游·························13
二、在線教育·························16
三、互聯(lián)網(wǎng)醫(yī)療······················17
四、電子政務·························23
五、農村電子商務···················25
六、直播電子商務···················26
任務四 電子商務的模型與框架········27
一、電子商務的模型················28
二、電子商務的一般框架··········29
任務五 電子商務的基礎技術···········32
一、電子數(shù)據(jù)交換技術·············32
二、互聯(lián)網(wǎng)技術······················35
三、Web 開發(fā)技術···················39
四、其他新興技術···················40
知識鞏固······································43
技能訓練······································44
項目二 B2C 電子商務··············································································45
任務一 B2C 電子商務概述···············46
一、B2C 電子商務的含義··········46
二、B2C 電子商務的應用特點····46
三、B2C 電子商務的分類··········50
任務二 B2C 電子商務的盈利模式與成功關鍵··························56
一、B2C 電子商務的盈利模式····56
二、B2C 電子商務的成功關鍵····58
任務三 B2C 電子商務典型案例分析—唯品會····················61
一、唯品會概況······················61
二、唯品會的盈利模式·············62
三、唯品會成功的關鍵·············63
知識鞏固······································65
技能訓練······································66
項目三 C2C 電子商務·············································································67
任務一 C2C 電子商務概述··············68
一、C2C 電子商務的含義··········68
二、C2C 電子商務的應用特點····69
三、C2C 電子商務的分類··········69
任務二 C2C 拍賣網(wǎng)站的運作模式·····72
一、網(wǎng)絡拍賣網(wǎng)站的形式··········72
二、網(wǎng)絡拍賣的方式················74
三、網(wǎng)絡拍賣網(wǎng)站案例—淘寶網(wǎng)76
任務三 C2C 店鋪平臺的運作模式·····78
一、在C2C 店鋪平臺上購物和開店的流程·························79
二、C2C 店鋪貨源的選擇··········80
三、網(wǎng)上開店流程——淘寶網(wǎng)·····82
知識鞏固······································84
技能訓練······································85
項目四 新零售····························································································.86
任務一 新零售的概念與特征············.87
一、新零售的概念····················.87
二、新零售的特征····················.88
任務二 新零售的框架·····················.89
一、前臺：重構人、貨、場········.90
二、中臺：營銷、市場、流通鏈、生產模式變革····················.91
三、后臺：基礎環(huán)境、新興技術賦能發(fā)展·······························92
任務三 新零售的商業(yè)模式與發(fā)展方向····96
一、新零售的商業(yè)模式················97
二、新零售的發(fā)展方向·············.103
知識鞏固······································.107
技能訓練······································.108
項目五 B2B 電子商務················································································.109
任務一 初識B2B 電子商務··············.110
一、B2B 電子商務的含義··········.110
二、B2B 電子商務的特點··········.110
三、B2B 電子商務的分類··········.112
四、B2B 電子商務的發(fā)展··········.114
任務二 基于企業(yè)自有網(wǎng)站的B2B交易································.117
一、基于采購商網(wǎng)站的B2B交易·······························.117
二、基于供應商網(wǎng)站的B2B交易·······························.119
任務三 基于第三方中介網(wǎng)站的B2B交易································.120
一、基于第三方中介網(wǎng)站的B2B 交易的主要功能······················.121
二、基于第三方中介網(wǎng)站的B2B 交易的機制····························.122
三、B2B 電子商務中介網(wǎng)站的類型·······························.123
知識鞏固······································.126
技能訓練······································.127
項目六 跨境電子商務················································································.128
任務一 初識跨境電子商務··············.129
一、跨境電子商務的定義··········.129
二、跨境電子商務的分類··········.130
三、跨境電子商務的發(fā)展趨勢····.132
任務二 初識跨境電子商務平臺········.133
一、全球速賣通······················.133
二、亞馬遜····························.134
三、eBay ·······························.136
四、敦煌網(wǎng)····························.137
五、Wish ·······························.138
任務三 跨境電子商務物流··············.141
一、跨境電子商務物流模式·······.141
二、如何選擇跨境電子商務物流渠道··························.142
三、海外倉····························.143
四、跨境電子商務物流的通關與報關·······························.144
任務四 跨境電子商務支付··············.146
一、跨境支付概述···················.146
二、跨境電子商務支付方式·······.148
三、初識離岸公司···················.151
四、初識離岸賬戶···················.152
知識鞏固······································.155
技能訓練······································.156
項目七 移動電子商務················································································.157
任務一 移動電子商務····················.158
一、移動電子商務的概念··········.158
二、移動電子商務的特點··········.158
三、移動電子商務平臺·············.159
任務二 移動電子商務技術··············.161
一、移動網(wǎng)絡技術···················.162
二、移動應用開發(fā)技術·············.163
三、二維碼技術······················.164
任務三 移動電子商務的應用···········.166
一、移動支付·························.167
二、移動營銷·························.168
三、移動出行·························.169
四、移動網(wǎng)店·························.170
五、移動商務的其他應用··········.171
知識鞏固······································.172
技能訓練······································.174
項目八 網(wǎng)絡營銷·······················································································.175
任務一 網(wǎng)絡營銷··························.176
一、網(wǎng)絡營銷的含義與特點·······.176
二、網(wǎng)絡營銷的職能················.177
三、傳統(tǒng)市場營銷與網(wǎng)絡營銷的關系·······························.178
任務二 網(wǎng)絡市場調研····················.181
一、網(wǎng)絡市場調研的定義與特點···.181
二、網(wǎng)絡市場調研的步驟··········.182
三、網(wǎng)絡市場調研的方法··········.183
任務三 網(wǎng)絡營銷策略····················.184
一、網(wǎng)絡營銷產品策略·············.185
二、網(wǎng)絡營銷價格策略·············.186
三、網(wǎng)絡營銷渠道策略·············.186
四、網(wǎng)絡促銷策略···················.187
任務四 網(wǎng)絡營銷的常用方法···········.188
一、搜索引擎營銷···················.189
二、自媒體營銷······················.189
三、軟文營銷·························.192
四、網(wǎng)絡社群營銷···················.194
五、網(wǎng)絡直播營銷···················.194
六、病毒式營銷······················.195
七、其他網(wǎng)絡營銷方法·············.196
知識鞏固······································.198
技能訓練······································.199
項目九 電子商務安全·················································································.200
任務一 電子商務安全····················.201
一、電子商務面臨的安全威脅····.201
二、電子商務的安全性要求·······.204
任務二 電子商務安全技術··············.205
一、加密技術·························.206
二、認證技術·························.208
三、安全協(xié)議·························.210
四、防火墻技術······················.210
任務三 電子商務安全管理··············.211
一、組織機構管理···················.212
二、法律制度管理···················.214
三、日常安全防范管理·············.214
知識鞏固······································.216
技能訓練······································.217
項目十 電子支付·······················································································.218
任務一 電子支付認知····················.219
一、電子支付的含義················.219
二、電子支付的發(fā)展················.220
三、常用的電子支付系統(tǒng)··········.220
任務二 電子支付工具與網(wǎng)絡銀行·····.223
一、電子支付工具···················.224
二、網(wǎng)絡銀行·························.227
三、手機銀行·························.229
任務三 第三方支付與移動支付········.230
一、第三方支付······················.231
二、移動支付·························.234
知識鞏固······································.235
技能訓練······································.236
項目十一 電子商務物流與供應鏈·································································.238
任務一 電子商務物流····················.239
一、物流的含義、功能與分類····.240
二、電子商務物流的含義與特點···.244
三、電子商務環(huán)境下物流的實現(xiàn)模式·······························.245
任務二 電子商務倉儲與配送···········.247
一、電子商務倉儲的概念與分類·.248
二、電子商務物流配送的概念與流程·······························.250
三、電子商務物流配送中心·······.252
任務三 電子商務供應鏈·················.255
一、電子商務供應鏈的概念·······.255
二、電子商務供應鏈的流程·······.256
三、電子商務供應鏈的功能·······.257
知識鞏固······································.258
技能訓練······································.259
項目十二 客戶關系管理·············································································.260
任務一 客戶關系管理認知··············.261
一、客戶關系管理的含義··········.261
二、客戶關系管理解決的主要問題·······························.263
任務二 電子商務客戶關系管理········.264
一、電子商務客戶滿意管理·······.265
二、電子商務客戶忠誠管理·······.265
三、電子商務客戶服務管理·······.266
任務三 客戶關系管理系統(tǒng)··············.268
一、初識客戶關系管理系統(tǒng)·······.268
二、客戶關系管理系統(tǒng)的關鍵技術·······························.270
知識鞏固······································.273
技能訓練······································.274
參考文獻···································································································.275
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