第 1 章 電子商務(wù)簡(jiǎn)介...............................................................1開(kāi)篇案例..........................................................................................................................11.1 電子商務(wù)的起源和發(fā)展.............................................................................21.1.1 電子商務(wù)的雛形（20 世紀(jì) 70 年代到 90 年代）.....31.1.2 電子商務(wù)星火燎原（20 世紀(jì) 90 年代末）.................31.1.3 電子商務(wù)曲折前進(jìn)（20002007 年）........................31.1.4 電子商務(wù)的縱深發(fā)展（20082012 年）..................41.1.5 電子商務(wù)發(fā)展駛?cè)肟燔嚨溃?013 年至今）..............51.1.6 電子商務(wù)的未來(lái)............................................................................51.2 電子商務(wù)的定義、分類與主體框架..................................................61.2.1 電子商務(wù)的定義............................................................................61.2.2 電子商務(wù)的分類............................................................................71.2.3 電子商務(wù)的主體框架 .................................................................81.3 電子商務(wù)的特點(diǎn)、功能和效益.............................................................81.3.1 電子商務(wù)的特點(diǎn)............................................................................81.3.2 電子商務(wù)的功能............................................................................91.3.3 電子商務(wù)的效益.........................................................................10復(fù)習(xí)與討論..................................................................................................................13第 2 章 互聯(lián)網(wǎng)市場(chǎng)與電子商務(wù)商業(yè)模式................................14開(kāi)篇案例.......................................................................................................................142.1 互聯(lián)網(wǎng)簡(jiǎn)介 .....................................................................................................152.1.1 Internet、Intranet 和 Extranet...................................152.1.2 互聯(lián)網(wǎng)架構(gòu)....................................................................................162.1.3 協(xié)議.....................................................................................................182.1.4 標(biāo)記語(yǔ)言..........................................................................................212.1.5 移動(dòng)互聯(lián)網(wǎng)....................................................................................222.2 互聯(lián)網(wǎng)常見(jiàn)應(yīng)用...........................................................................................262.3 電子商務(wù)的基本組成要素.....................................................................322.4 電子商務(wù)常用分類模式..........................................................................332.4.1 B2B.....................................................................................................332.4.2 B2C.....................................................................................................352.4.3 C2C.....................................................................................................362.4.4 其他分類模式...............................................................................37復(fù)習(xí)與討論..................................................................................................................38第 3 章 電子商務(wù)信息安全技術(shù)...............................................39開(kāi)篇案例.......................................................................................................................393.1 電子商務(wù)網(wǎng)絡(luò)安全概述..........................................................................403.1.1 計(jì)算機(jī)網(wǎng)絡(luò)安全的概念.........................................................413.1.2 電子商務(wù)安全要素....................................................................413.2 電子商務(wù)網(wǎng)絡(luò)安全措施..........................................................................423.2.1 網(wǎng)絡(luò)安全問(wèn)題...............................................................................423.2.2 電子商務(wù)可能遭受的安全攻擊.........................................423.2.3 電子商務(wù)公司和電子商務(wù)網(wǎng)站的安全措施 .............443.3 防火墻技術(shù) .....................................................................................................443.3.1 定義.....................................................................................................443.3.2 訪問(wèn)控制策略...............................................................................453.3.3 防火墻類型....................................................................................463.4 數(shù)據(jù)加密技術(shù)................................................................................................463.4.1 定義.....................................................................................................463.4.2 加密算法體系...............................................................................473.5 認(rèn)證技術(shù)...........................................................................................................493.5.1 數(shù)字簽名..........................................................................................503.5.2 認(rèn)證機(jī)構(gòu)和數(shù)字證書(shū)...............................................................503.5.3 生物、行為認(rèn)證技術(shù)...............................................................513.6 安全技術(shù)協(xié)議................................................................................................523.6.1 安全超文本傳輸協(xié)議 ..............................................................523.6.2 安全套接層協(xié)議.........................................................................523.6.3 安全電子交易協(xié)議....................................................................533.7 移動(dòng)商務(wù)安全................................................................................................533.7.1 移動(dòng)電子商務(wù)自身因素導(dǎo)致的安全問(wèn)題...................533.7.2 移動(dòng)電子商務(wù)的安全保護(hù)措施.........................................54復(fù)習(xí)與討論..................................................................................................................55第 4 章 電子商務(wù)的信息流......................................................56開(kāi)篇案例.......................................................................................................................564.1 信息流概論.....................................................................................................574.1.1 信息流概述....................................................................................574.1.2 信息流的類型...............................................................................594.2 網(wǎng)絡(luò)商務(wù)信息的獲取................................................................................614.2.1 信息收集原則...............................................................................614.2.2 市場(chǎng)調(diào)查方法...............................................................................624.2.3 搜索引擎工具...............................................................................664.3 網(wǎng)絡(luò)商務(wù)信息的分析................................................................................694.3.1 信息處理流程...............................................................................694.3.2 信息分析方法...............................................................................714.3.3 數(shù)據(jù)分析指標(biāo)...............................................................................734.4 長(zhǎng)尾關(guān)鍵詞.....................................................................................................764.5 電商大數(shù)據(jù).....................................................................................................774.6 信息繭房...........................................................................................................79復(fù)習(xí)與討論..................................................................................................................82第 5 章 電子支付....................................................................83開(kāi)篇案例.......................................................................................................................835.1 電子支付概述................................................................................................845.1.1 電子支付概念...............................................................................845.1.2 電子支付特征...............................................................................845.1.3 電子支付安全協(xié)議....................................................................855.1.4 電子支付類型...............................................................................865.2 電子支付的發(fā)展歷程................................................................................865.2.1 電子支付的發(fā)展階段 ..............................................................865.2.2 網(wǎng)上銀行..........................................................................................865.2.3 第三方支付方式.........................................................................875.2.4 移動(dòng)支付..........................................................................................895.3 支付工具...........................................................................................................905.3.1 電子貨幣類....................................................................................905.3.2 電子信用卡....................................................................................955.3.3 電子支票類....................................................................................955.4 電子支付未來(lái)發(fā)展趨勢(shì)..........................................................................96復(fù)習(xí)與討論..................................................................................................................97第 6 章 物流............................................................................99開(kāi)篇案例.......................................................................................................................996.1 電子商務(wù)物流概述..................................................................................1016.1.1 物流和電子商務(wù)物流 ...........................................................1016.1.2 電子商務(wù)物流配送.................................................................1026.1.3 電子商務(wù)物流系統(tǒng).................................................................1046.1.4 電子商務(wù)最后一公里...........................................................1056.2 電子商務(wù)物流模式..................................................................................1066.2.1 企業(yè)自營(yíng)物流模式.................................................................1066.2.2 第三方物流模式......................................................................1086.2.3 虛擬物流模式............................................................................1106.2.4 物流聯(lián)盟模式............................................................................1126.2.5 第四方物流模式......................................................................113復(fù)習(xí)與討論...............................................................................................................115第 7 章 網(wǎng)絡(luò)營(yíng)銷..................................................................116開(kāi)篇案例....................................................................................................................1167.1 市場(chǎng)營(yíng)銷和網(wǎng)絡(luò)營(yíng)銷簡(jiǎn)介..................................................................1177.1.1 市場(chǎng)營(yíng)銷簡(jiǎn)介............................................................................1177.1.2 網(wǎng)絡(luò)營(yíng)銷簡(jiǎn)介............................................................................1187.2 消費(fèi)者行為分析........................................................................................1207.2.1 消費(fèi)者行為分析案例 ...........................................................1207.2.2 市場(chǎng)細(xì)分變量及細(xì)分有效性指標(biāo)................................1227.2.3 Z 世代的消費(fèi)特征..................................................................1227.3 新媒體營(yíng)銷模式........................................................................................1237.3.1 新媒體營(yíng)銷概述......................................................................1237.3.2 搜索引擎平臺(tái)行業(yè)現(xiàn)狀及營(yíng)銷要點(diǎn)...........................1257.3.3 短視頻平臺(tái)行業(yè)現(xiàn)狀及營(yíng)銷要點(diǎn)................................1267.3.4 聚合視頻平臺(tái)行業(yè)現(xiàn)狀及營(yíng)銷要點(diǎn)...........................1277.3.5 電商平臺(tái)營(yíng)銷行業(yè)現(xiàn)狀及營(yíng)銷要點(diǎn)...........................1287.3.6 新聞資訊行業(yè)現(xiàn)狀及營(yíng)銷要點(diǎn)......................................1287.3.7 社群平臺(tái)行業(yè)現(xiàn)狀及營(yíng)銷要點(diǎn)......................................129復(fù)習(xí)與討論...............................................................................................................130第 8 章 新媒體內(nèi)容制作........................................................131開(kāi)篇案例....................................................................................................................1318.1 新媒體寫作 ..................................................................................................1348.1.1 新媒體寫作素質(zhì)與標(biāo)準(zhǔn)......................................................1348.1.2 新媒體寫作的思維與方法.................................................1358.1.3 新媒體寫作流程......................................................................1368.2 新媒體圖片拍攝技巧.............................................................................1378.2.1 曝光三要素：光圈、快門和感光度...........................1378.2.2 常見(jiàn)的構(gòu)圖方式......................................................................1438.2.3 手機(jī)的拍攝技巧......................................................................1508.2.4 攝影的影調(diào)風(fēng)格......................................................................1568.3 新媒體圖片后期制作實(shí)例..................................................................1598.3.1 打造黃金分割點(diǎn)......................................................................1598.3.2 校正圖片角度............................................................................1608.3.3 精確替換照片顏色.................................................................1628.3.4 去除圖片多余的事物...........................................................1648.3.5 利用曲線改變色調(diào).................................................................1658.3.6 合成墨鏡的反光效果............................................................1678.3.7 鉛筆素描效果............................................................................1718.3.8 燃燒的文字.................................................................................1748.4 新媒體短視頻編輯..................................................................................1788.4.1 移動(dòng)端短視頻編輯.................................................................1788.4.2 PC 端短視頻編輯 ...................................................................1848.5 新媒體平臺(tái)與渠道..................................................................................1888.5.1 網(wǎng)站..................................................................................................1888.5.2 自媒體與社交媒體平臺(tái)......................................................1898.5.3 傳統(tǒng)媒體的新媒體平臺(tái)......................................................1898.5.4 資訊平臺(tái).......................................................................................190復(fù)習(xí)與討論...............................................................................................................190第 9 章 電子商務(wù)法律與政策................................................191開(kāi)篇案例....................................................................................................................1919.1 電子商務(wù)法律概述..................................................................................1939.1.1 電子商務(wù)法律的現(xiàn)狀及發(fā)展歷程................................1939.1.2 電子商務(wù)法律的概念與特征...........................................1969.2 電子商務(wù)中的法律問(wèn)題.......................................................................1999.2.1 電子商務(wù)中的合同問(wèn)題......................................................1999.2.2 知識(shí)產(chǎn)權(quán)問(wèn)題............................................................................2029.2.3 隱私權(quán)問(wèn)題.................................................................................2049.2.4 消費(fèi)者權(quán)益保護(hù)......................................................................2069.2.5 壟斷問(wèn)題和不正當(dāng)競(jìng)爭(zhēng)問(wèn)題...........................................2079.3 電子商務(wù)政策概述..................................................................................209復(fù)習(xí)與討論...............................................................................................................212參考文獻(xiàn).................................................................................213