本书是根据教育部教高[2002] 2号文件精神编写的21世纪高职高专规划教材。全书共分12章，主要内容包括：电子商务概述、电子商务机理与模式、电子商务技术平台、电子商务的框架及网站建设、电子商务安全、网络银行与支付、网络营销与广告、电子商务与物流、电子商务的典型应用案例以及发展中的法律规范，并对电子商务与企业信息化、电子政务、新经济等方面进行了探讨。本书内容由浅入深，循序渐进，针对高职高专的培养目标，尽量做到理论联系实际，突出实用性，每章后均有相关习题及上网操作题，以方便教学，也便于学生自学与掌握。
本书可作为高职高专院校电子商务、经济管理以及计算机相关专业的教材或参考书，也可作为相关领域管理人员的参考用书和培训教材。
图书在版编目（CIP）数据
电子商务概论/徐丽娟主编．－北京：机械工业出版社，2004.7
21世纪高职高专规划教材
ISBN 7-111-14799-5
Ⅰ.电…Ⅱ.中…Ⅲ.－电子商务概论-高等教育:技术学校—教材 Ⅳ.F2230
中国版本图书馆CIP数据核字（2004）第004344号
机械工业出版社（北京市百万庄大街22号邮政编码100037）
策划编辑：余茂祚责任编辑：余茂祚
封面设计：饶微责任印制：
印刷厂印刷·新华书店北京发行所发行
2004年7月第1版第1次印刷
1000mm×1400mm B5·16·21.5印张·527千字
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封面无防伪标均为盗版
目录
前言
第1章电子商务概述····························
1
1.1电子商务的起源与发展··························
1
1.2电子商务的内涵与外延··························
4
1.3电子商务的功能与特性·························
8
1.4电子商务的影响····························13
1.5电子商务的发展趋势··························
15
本章小结·································
23
复习思考题································
23
第2章电子商务机理与模式·························
25
2.1电子商务的机理····························
25
2.2 电子商务的分类····························
31
2.3BtoB电子商务模式···························
35
2.4BtoC电子商务模式···························
44
2.5CtoC电子商务模式···························
50
本章小结·································
56
复习思考题································
56
第3章电子商务技术平台··························
58
3.1计算机网络技术····························
58
3.2 EDI技术·······························
69
3.3数据库技术······························
78
本章小结·································
86
复习思考题································
86
第4章电子商务的框架及网站建设·······················88
4.1电子商务的框架模型··························
88
4.2电子商务系统框架···························
94
4.3电子商务的具体实现工具························
97
4.4电子商务网站建设··························
111
本章小结································
116
复习思考题·······························
117
第5章电子商务安全···························
118
5.1电子商务安全概述··························
118
5.2防火墙技术·····························
121
5.3数据加密技术····························
124
5.4电子商务认证技术···························127
5.5电子商务交易安全协议························
136
本章小结································
141
复习思考题·······························
141
第6章网络银行与支付··························
143
6.1网络银行概述····························
143
6.2网络银行的功能与特征························
146
6.3网络银行存在的问题························
148
6.4网上电子支付系统···························151
6.5电子货币·····························
152
6.6电子钱包·····························
157
本章小结································
161
复习思考题······························
161
第7章网络营销与网络广告························163
7.1网络营销概述·····························
163
7.2网络营销的特性···························
167
7.3网络营销的策略···························
173
7.4网络广告·····························
177
7.5典型案例·····························
184
本章小结·······························
188
复习思考题······························
189
第8章电子商务与物流·························
190
8.1物流概述·····························
190
8.2电子商务与物流··························
197
8.3物流模式·····························
199
8.4电子商务与供应链管理························
208
8.5典型案例·····························
214
本章小结·······························
217
复习思考题······························
218
第9章电子商务时代的企业······················ 219
9.1企业管理结构的演变························
219
9.2电子商务与企业信息化·······················226
9.3电子商务与客户关系管理·
····················229
本章小结···························· 232
复习思考题···························233
第10章电子政务························ 234
10.1电子政务概述························ 234
10.2电子政务模式························ 237
10.3电子政务实施························ 240
10.4国外电子政务发展状况···················· 241
10.5中国电子政务发展的状况及对策················ 245
本章小结···························· 249
复习思考题··························· 249
第11章电子商务对各行业的影响及应用··············· 250
11.1农业的电子商务道路······················
250
11.2制造业的电子商务道路·····················252
11.3商业的电子商务道路······················
255
11.4金融业的电子商务道路······················257
11.5电子商务与中介业·······················
261
11.6电子商务在内、外贸中的应用···················
263
11.7电子商务在其他行业中的应用···················
266
11.8职业引导案例··························
275
本章小结·····························282
复习思考题·····························283
第12章电子商务的法律规范······················284
12.1国内外电子商务的立法现状及发展趋势··············
284
12.2电子商务参与各方的法律关系··················
289
12.3电子商务中的知识产权保护···················
292
12.4电子商务交易的法律规范····················298
12.5网络安全的法律规范····················· 307
12.6对计算机犯罪的法律制裁····················309
本章小结····························· 310
复习思考题····························310
参考文献····························· 311
