20090531223239453

《电子商务概论》课程教案
目录
一、教学目的
通过课程学习，使学生掌握电子商务的基本理论、基本知识，了解电子商务
的基本技术、基本应用和发展趋势等内容，从而对电子商务的知识体系和应用状
况有一个整体的了解和认识。本课程的任务是培养同学们的电子商务专业思想和
专业兴趣，强调创新能力和创业意识的培育，通过电子商务创新思想和创新模
式的案例教学，使学生逐渐具有电子商务创新的思维和能力；倡导研究型教学，
注重培养学生的自主学习和研究能力，结合课程内容有意识地指导学生开展科
研活动。
二、课程性质与地位
电子商务专业的基础性专业核心（骨干）课程，它系统地介绍电子商务的
基本理论、基本知识、技术原理、基本应用和法规等内容。是一门综合性，交叉性
的课程，它体现着电子商务专业的基本特征和特点，勾画出电子商务专业的基
本框架和轮廓，为后继专业课程的学习打下一定的基础和给出必要的线索。
三、教学方法
教学原则：
（ 1 ）教学相长、学问结合、师生互动；
（ 2 ）理论深入、实践浅出、理实结合。
教学形式：
（ 1 ）教师讲授与课堂讨论相结合，适当开展启发→讨论→点评，师生互
动，尝试探索研究型教学；
（ 2 ）课堂教学、实验模拟、参观见习、业界讲座相结合，理论与实践紧密联
系；
（ 3 ）强调学生参与和团队合作，采取小组作业、小组调研、小组报告和答
辩等多种形式，培养学生的研究能力、团队精神和综合素质。
教学手段与课堂形式：
（ 1 ）主要采取多媒体课件、案例分析与作业等形式；
（ 2 ）课前新闻播报，根据教学内容安排小组案例分析，师生提问与教师
点评。
对学生的要求：
做到课前预习、课后复习，做好实验、按时完成作业，理论联系实际，多上
网浏览和分析。
四、教学内容设计
（说明：每一章包括该章的主要内容、教学目标、关键专业术语、案例分析、
网络资源及站点，参考文献和总结。其中，按每一节列出节目标、重点、主
要内容、测验题和小结）
Chapter 1 Review of Electronic Commerce
（第一章电子商务概述）
Main Contents of Chapter 1（本章主要内容）：

1.1 Electronic Commerce: The Second Wave
1.2 Business Models, Revenue Models, and Business Processes
1.3 Economic Forces and Electronic Commerce
1.4 Value Chains in Electronic Commerce
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1.5 SWOT Analysis: Evaluating Business Unit Opportunities
1.6 International Nature of Electronic Commerce
1.7 The Interdisciplinary Nature of EC
Objectives（本章教学目标）：
In this chapter, you will learn about:
(1) What electronic commerce is and how it is poised(沉着的，有自信心的) for a second
wave of growth and a new focus on profitability
(2) Why business models have given way to revenue models and the analysis of business
processes as key elements of electronic commerce initiatives
(3) How economic forces have created a business environment that is fostering a rebirth of
electronic commerce
(4) How businesses use value chains and SWOT analysis to identify electronic commerce
opportunities
(5) Why electronic commerce is international by its very nature and what challenges arise in
doing global electronic commerce
Key Terms（本章专业术语）:
Activity 业务活动：员工在工作过程中所完成的任务。
Business unit 业务单元：产品、分销渠道和顾客类型的的一种特定组合。
Business-to-business(B2B)企业间的电子商务：企业之间在 WWW 上进行的交易。
Business-to-consumer(B2C)企业与消费者间的电子商务：消费者在 WWW 上购物。
Business-to-government(B2G)企业与政府间的电子商务：企业与政府机构进行交易。
Consumer-to-consumer(C2C)消费者间的电子商务：在个人之间进行买卖,某人通过拍卖
网站向他人销售商品。
Commodity 商品：指不同厂商提供的产品或服务彼此没有差别，其特性市标准化的,为
消费者熟知。
Electronic commerce(e-commerce)电子商务：使用诸如互联网和 WWW 等电子数据进行
商务活动。
Electronic date interchange(EDI)电子数据交换：指一个企业把标准格式的计算机可读的
数据传输到另一个企业。
Electronic funds transfer(EFT)电子资金转账：指通过企业间的通信网络进行的帐户交易
信息的电子传输。
Firm 企业：有大量的商务活动发生在大型等级制组织的内部，经济学家一般把这种组
织称为企业。
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Law of diminishing returns 边际效益递减：价值随着消费量的增加而递减,经济活动的这
个特点称为边际效益递减。
Market 市场：是一种对稀缺资源进行分配的有效机制。
Merchandising 销售规划：店面设计，布局和商品的摆放。
Network effect 网络效应：上网的人或组织越多，网络对每个参与者的价值就越大，这
种价值的增加称为网络效应。
Primary activities 关键活动：每个战略业务单元实施这些活动对其销售的产品或服务进
行设计、生产、促销、销售、运输和售后服务,这些被称为关键活动。
Procurement 采购部：企业设立的专门同供应商谈判采购交易的部门。
Revenue model ：公司从客户那里获得现金流的策略与技术。
Shipping profile 运输规格：指影响商品包装和运输难易程度的所有特征。
Strategic alliance 战略联盟：不同的企业根据共同的目标建立长期的稳定关系，以协调
他们的战略、资源和技术组合,这种关系通常称为战略联盟。
Strategic partnership 战略伙伴关系：不同的企业根据共同的目标建立长期的稳定关系，
以协调他们的战略、资源和技术组合,这种关系通常称为战略联盟战略伙伴关系。
Supply management 供应管理部：企业设立的专门同供应商谈判采购交易的部门。
SWOT analysis SWOT 分析：优势、劣势、机遇和威胁分析。
Telecommuting 远程办公：WWW 帮助员工提高工作效率的一个重要应用是可以让员工
在家办公。
Telewoek 远程工作：WWW 帮助员工提高工作效率的一个重要应用是可以让员工在家
办公。
Trading partners 贸易伙伴：用 EDI 互相联系的企业。
Transaction 交易：价值的交换。
Transaction costs 交易成本：买主和卖主收集信息和协商买卖交易时发生的全部成本的
总和。
Walue-addded network(VAN) 增值网：单独的企业，它为用 EDI 进行交易的买主和卖主
提供连接服务,帮助他们传递交易信息。
Value chain 价值链：价值链是一种对企业业务活动进行组织的方法。
Value system 价值系统：这个术语用来描述一个特定的业务单元价值链所从属的更大
的业务流。
Vertical integration 垂直一体化：现有企业自己设立等级制的结构来替代供应商生产产
品,这种做法称为垂直一体化。
Virtual company 虚拟企业:：当战略联盟关系发生在互联网运营的企业之间时，就称为
虚拟企业。
1.1 Electronic Commerce: The Second Wave（第 1 节电子商务的新发展）
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1.1.1 Electronic commerce and Electronic business
1.1.2 Characters of e-commerce
1.1.3 Categories of Electronic Commerce
1.1.4 The Development and Growth of Electronic Commerce
1.1.5 Electronic Commerce Framework
1.1.6 The Second Wave of Electronic Commerce
Objectives（本节教学目标）:
(1)What electronic commerce is and what about it's characters
(2)How many categories does electronic commerce have and what they are
(3)How is the framework of Electronic Commerce
(4)how it is poised for a second wave of growth
Focus（本节重点）:
(1)Characters of e-commerce
(2)Categories of Electronic Commerce
(3)Electronic Commerce Framework
Main contents（本节主要内容）:
1.1 Electronic Commerce: The Second Wave
1.1.1 Electronic commerce and Electronic business
(1) Electronic commerce (e-commerce)
(2) Electronic business (e-business)
1.1.2 Characters of e-commerce
(1) Fictitious(虚拟性) (2)low costs(低成本) (3) Individualization(个性化)
(4) Agility(敏捷性) (5) Global(全球化)
1.1.3 Categories of Electronic Commerce（ Five general e-commerce categories）
(1)Business-to-business (B2B):请看中国新能源网 011061001
(2) Business processes
(3) Business-to-consumer (B2C): 请看当当网(B2C) 011071001
(4) Business-to-government (B2G): 握奇信安网(B2G) 011071002
(5) Consumer-to-consumer (C2C): 淘宝网(C2C) 011071003.
1.1.4 The Development and Growth of Electronic Commerce
(1) Electronic funds transfers (EFTs)(电子资金转换)
(2) Electronic data interchange (EDI) (电子数据交换)
(3) Trading partners
(4) Value-added network (VAN)
请看 Pew Internet 011101001
1.1.5 EC Framework(电子商务框架)
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EC applications( 应用 ) are supported by infrastructure( 基础设施 ) and by five support
areas:People、Public policy、Marketing and advertising、Support services、Business partnerships
A Framework for Electronic Commerce
1.1.6 The Second Wave of Electronic Commerce
(1) Defining characteristics of first wave
(2) As second wave begins
Test Bank（本节测试题）：
1.TRUE/FALSE
(1)A transaction always has one or more activities associated with it, and an activity will
always be related to a transaction.
ANS:F REF: 7
(2)Business-to-consumer electronic commerce occurs when a person sells an item through a
Web auction site to another person.
ANS:F REF: 7
(3)Transferring funds, placing orders, sending invoices, and shipping goods to customers are
all types of activities or transactions.
ANS: T REF: 7
(4)A value added network (VAN) is an independent firm that offers connection and EDI
transaction-forwarding services to buyers and sellers engaged in EDI.
ANS: T REF: 9
(5)The increase in broadband connections in homes is a key element in the second wave of
electronic commerce.
ANS: T REF: 11
2.MULTIPLE CHOICE
(1)Transactions are conducted between businesses on the Web is often called ____.
a.B2B c.C2C
b.B2C d.e-business
ANS:A REF: 5
(2)The group of logical, related, and sequential activities and transactions in which
businesses engage are often collectively referred to as business ____.
a.services c.logistics
b.processes d.communications
ANS:B REF: 7
(3).Some researchers define a fourth category of electronic commerce called ____, which
includes individuals who buy and sell items among themselves.
a.C2C c.C2B
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b.B2B d.B2C
ANS:A REF: 7
(4).Electronic funds transfers are also called ____.
a.wire transfers c.money transfers
b.business transfers d.telephone transfers
ANS:A REF: 8
(5).Businesses that engage in EDI with each other are called ____.
a.buyers c.suppliers
b.sellers d.trading partners
ANS:D REF: 8
Conclusion（本节小结）：
1.What electronic commerce is and what about it's characters
2.How many categories does electronic commerce have and what they are
3.How is the framework of Electronic Commerce
4.how it is poised for a second wave of growth
5.Characters of e-commerce
6.Categories of Electronic Commerce
7.Electronic Commerce Framework

1.2.1 Focus on Specific Business Processes
1.2.2 Advantages of Electronic Commerce
1.2.3 Disadvantages of Electronic Commerce
(1)what business models is
(2)what advantages and disadvantages of Electronic Commerce are
(3)Why business models have given way to revenue models and the analysis of business
Focus（本节重点） :
(1)Focus on Specific Business Processes
(2)Advantages of Electronic Commerce
(3)Disadvantages of Electronic Commerce
Main contents（本节主要内容） :
(1)Business model
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(2)Revenue model
1.2.1 Focus on Specific Business Processes
(1) Merchandising(销售规划)
(2) Commodity item(商品)
请看图: 012041001
(3) Shipping profile(运输规格)
(4) High value-to-weight ratio (高的价值/重量比)
1.2.2 Advantages of Electronic Commerce
(1)Electronic commerce can increase sales and decrease costs
(2)If advertising is done well on the Web, it can get a firm’s promotional message(促销信息)
out to potential customers in every country
(3)Using e-commerce sales support and order-taking processes, a business can
·Reduce costs of handling sales inquiries(询价)
·Provide price quotes(报价)
(4)It increases purchasing opportunities for buyers
(5)Negotiating price(讨价还价) and delivery terms(交易条款) is easier
(6)The following cost less to issue and arrive securely and quickly
·Electronic payments of tax refunds(税收)
·Public retirement(退休金)
·Welfare(社会福利)support
1.2.3 Disadvantages of Electronic Commerce
(1)Perishable grocery(易腐烂的食品) products are much harder to sell online
(2)It is difficult to
·Calculate return-on-investment
·Integrate existing databases and transaction-processing software(交易处理软件) into
software that enables e-commerce
(3)Cultural and legal obstacles(障碍)also exist
请看 grocery gateway 012081001
Test Bank（本节测试题） :
1.TRUE/FALSE
(1)The idea that the key to success was to copy the business model of a successful dot-com
business led the way to many business successes.
ANS:F REF: 13
(2)Electronic commerce provides buyers with an easy way to customize the level of detail in
the information they obtain about a prospective purchase.
ANS:T REF: 17
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(3)Electronic commerce reduces the speed and accuracy with which businesses can exchange
information.
ANS:F REF: 17
(4)In some cases, business processes use traditional commerce activities very effectively, and
technology cannot improve upon them.
ANS: T REF: 14
(5)The arts of merchandising and personal selling can be easy to practice remotely.
ANS: F REF: 15
2.MULTIPLE CHOICE
(1)A(n) ____ is a set of processes that combine to yield a profit.
a.value system c.shipping profile
b.industry value chain d.business model
ANS: D REF: 13
(2)Which of the following types of commerce is/are well suited to electronic commerce?
a.Sale/purchase of books and CDs and other commodities
b.Sale/purchase of high-fashion clothing
c.Roommate-matching services
d.Jewelry
ANS: A REF: 15
(3)____ transactions are not well suited to electronic commerce because no standard method
for transferring small amounts of money on the Web has become generally accepted.
a.E-procurement c.Local
b.Commodity items d.Low-denomination
ANS: D REF: 15
(4)The return-on-investment number has been difficult to calculate for investment in
electronic commerce because ____.
a.the costs and benefits have been hard to quantify
b.information technology is difficult to acquire
c.sale/purchase prices are unstable
d.the technology keeps changing
ANS: A REF: 19
(5)Which of the following will never lend themselves to electronic commerce?
a.Greeting cards c.Books
b.Perishable foods d.Cigars
ANS: B REF: 18
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(1)what business models is
(2)what advantages and disadvantages of Electronic Commerce are
(3)Why business models have given way to revenue models and the analysis of business
(4)Focus on Specific Business Processes
(5)Advantages of Electronic Commerce
(6)Disadvantages of Electronic Commerce

1.3.1 Transaction Costs
1.3.2 Markets and Hierarchies(等级制)
1.3.3 The role of Economic Structures
1.3.4 Network Economic Structures(网络经济结构)
1.3.5 Network Effects
(1)How economic forces have created a business environment that is fostering a rebirth of
electronic commerce
(2)How business use electronic Commerce to Reduce Transaction Costs
(1)Transaction Costs
(2)The role of electronic commerce
(3)Network Economic Structures
(1)Economics
(2)Two conditions of a market
1.3.1Transaction Costs
(1)Total costs that a buyer and seller incur
(2)Significant components of transaction costs
·Cost of information search and acquisition(获得)
·Investment of the seller in equipment or in the hiring of skilled employees to supply
products or services to the buyer
图:013041001
1.3.2Markets and hierarchies(等级制)
(1)Coase(科斯) reasoned that when transaction costs were high, business people would form
organizations to replace market-negotiated transactions.
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(2)These organizations would be hierarchical and would include :
·strong supervision
·worker-monitoring elements.
(3) Vertical integration(垂直一体化).
The practice of an existing firm replacing one or more of its supplier markets with its
own hierarchical structure for creating the supplied product
图:013051001
1.3.3 The role of electronic commerce
(1)Using Electronic Commerce to Reduce Transaction Costs
Businesses and individuals Can use electronic commerce to reduce transaction costs by
·Improving flow of information
·Increasing coordination of actions(协调活动)
1.3.4 Network Economic Structures(网络经济结构)
(1)Network economic structures
Companies coordinate their strategies, resources, and skill sets (组合)
(2)Strategic alliances (strategic partnerships)(战略联盟)
Relationships created within the network economic structure
(3)Virtual companies(虚拟企业)
Strategic alliances that occur between or among companies operating on the Internet
(4)Strategic partners(战略伙伴)
Come together as a team for a specific project(特定项目) or activity
图: 013081001
1.3.5 Network Effects(网络效应)
(1)Law of diminishing returns(边际效益递减)
(2)Network effect
1.TRUE/FALSE
(1)Sellers and buyers in commodity markets experience significant transaction costs.
ANS: F REF: 21
(2)Most economists agree that markets are weak and ineffective mechanisms for allocating
scarce resources.
ANS: F REF: 20
(3)Nobel laureate Ronald Coase reasoned that when transaction costs were low,
businesspeople would form organizations to replace market-negotiated transactions.
ANS: F REF: 22
(4)Economists use a formal definition of a market that includes two conditions: first, the
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potential sellers of a good come into contact with potential buyers and second, that a medium of
exchange is available.
ANS: T REF: 20
(4)Businesses and individuals can use electronic commerce to reduce transaction costs by
improving the flow of information and increasing the coordination of actions.
ANS: T REF: 24
2.MULTIPLE CHOICE
(1)___ are the total of all costs that a buyer and a seller incur as they gather information and
negotiate a purchase-sale transaction.
a.Purchase costs c.Transaction costs
b.Sale costs d.Hardware costs
ANS: C REF: 21
(2)____ is the study of how people allocate scarce resources.
a.Economics c.E-commerce
b.Marketing d.Business administration
ANS: A REF: 20
(3)Nobel laureate Ronald Coase indicated that ____ were the main motivation for moving
economic activity from markets to hierarchically structured firms.
a.transportation costs c.transaction costs
b.personnel costs d.material costs
ANS: C REF: 21
(4)One significant component of ____ can be the investment a seller makes in equipment or
in the hiring of skilled employees to supply the product or service to the buyer.
a.economic costs c.SWOT analysis
b.transaction costs d.retention costs
ANS: B REF: 21
(5)The practice of an existing firm replacing one or more of its supplier markets with its own
hierarchical structure for creating the supplied product is called ____.
a.marketing process c.vertical integration
b.market integration d.horizontal integration
ANS: C REF: 22
(1)How economic forces have created a business environment that is fostering a rebirth of
electronic commerce
(2)How business use electronic Commerce to Reduce Transaction Costs
(3)Transaction Costs
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(4)The role of electronic commerce
(5)Network Economic Structures
1.4 Value Chains in Electronic Commerce

1.4.1 Strategic Business Unit Value Chains
1.4.2 Industry Value Chains
Objectives（本节教学目标）：
(1)How businesses use value chains and SWOT analysis to identify electronic commerce
opportunities.
(2)What the primary activities and support activities are
(1)Primary activities
(2)Strategic Business Unit Value Chains
(3)IndustryValue Chains
1.4 value chains(价值链) in Electronic Commerce
Identifying Electronic Commerce Opportunities
(1)Firm(公司)
(2)Industry(行业)
1.4.1 Strategic Business Unit Value Chains
(1)Value chain
(2)Primary activities(关键活动)
(3)Supporting activities(支持活动)
1.4.2 Industry(行业) Value Chains
(1)Value system(价值系统)
·Larger stream of activities(业务流) into which a particular business unit's value chain is
embedded
·Also referred to as industry value chain
1.TRUE/FALSE
(1)Using the value chain reinforces the idea that electronic commerce should be a business
solution, not technology implemented for its own sake.
ANS: T REF: 30
2.MULTIPLE CHOICE
(1)Multiple business units owned by a common set of shareholders make up a firm, or
company, and multiple firms that sell similar products to similar customers make up a(n) ____.
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a. organization c. industry
b. firm d. business model
ANS: C REF: 26
(2)A way of organizing the activities that each strategic business unit undertakes to design,
produce, promote, market, deliver, and support is known as a(n)____.
a. supply chain c. value chain
b. supply group d. value group
ANS: C REF: 26
(3)Porter uses the term ____ to describe the larger stream of activities into which a particular
business unit's value chain is embedded.
a. business strategy c. business integration
b. value system d. collaboration
ANS: B REF: 28
(4)Which of the following refers to activities that take a product from concept to
manufacturing, including concept research, engineering, and test marketing?
a. Analysis c. Implementation
b. Design d. Deliver
ANS: B REF: 27
opportunities.
(2)What the primary activities and support activities are
(3)Primary activities
(4)Strategic Business Unit Value Chains
(5)IndustryValue Chains
1.5 SWOT Analysis: Evaluating Business Unit Opportunities

1.5.1 The role of Electronic Commerce
1.5.2 How to use SWOT in E-Commerce
1.How businesses use value chains and SWOT analysis to identify electronic commerce
opportunities
2.Which questions that an analyst would asd in conducting a SWOT analysis.
(1)SWOT Analysis
(2)The role of Electronic Commerce
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SWOT Analysis: Evaluating Business Unit Opportunities
(1)SWOT analysis
图:015031001
Results of Dell’s SWOT Analysis 015051002
请看 dell 网站 015051001
1.True/false:
(1)Using the value chain reinforces the idea that electronic commerce should be a business
solution, not technology implemented for its own sake.
ANS: T REF: 30
(2) Network organizations are particularly well suited to technology industries that are
information intensive.
ANS: T
(3)Companies with established reputations in the physical world often create trust by
ensuring that customers know who they are.
ANS: T REF: 32
(4)SWOT analysis is a useful way to think about business strategy in general.
ANS: F REF: 32
(5)Dell's strategu capitalized on its strengths and avoided relying on a dealer network.
ANS: T REF: 31
2.MULTIPLE CHOICE
(1)SWOT is the acronym for ____.
a.supply, wealth, occupations, and threats
b.supply, weaknesses, opportunities, and testing
c.strengths, weaknesses, opportunities, and threats
d.strengths, wealth, occupations, and testing
ANS: C REF: 30
(2)In ____ analysis, the analyst first looks into the business unit to identify its strength and
weaknesses.
a.SWOT c.commerce
b.strategic d.transaction
ANS: A REF: 30
(3)In the mid-1990s, ____ used a SWOT analysis to create a strong business strategy that has
helped it become a strong competitor after facing threats from Compaq and IBM.
a.HP Computer c.Dell Computer
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b.Acer Computer d.NEC Computer
ANS: C REF: 30-31
opportunities
(2)Which questions that an analyst would asd in conducting a SWOT analysis.
(3)SWOT Analysis
(4)The role of Electronic Commerce

1.6.1 Trust Issues on the web
1.6.2 Language Issues
1.6.3 Culture Issues
1.6.4 Infrastructure Issues
(1)How does the international nature of e-commerce affect its infrastructure
(2)What steps should be taken to overcome the cultural issues of electronic commerce?
(3)What is the main motivation behind the second wave to electronic commerce
(1)Trust Issues on the web
(2)Language Issues
(3)Culture Issues
(4)Infrastructure Issues
1.6.1 Trust Issues on the web
(1)Companies with established reputations(名声)
(2)Customers’ inherent(与生俱来的) lack of trust in “strangers” on the Web
图:016031001
1.6.2 Language Issues
(1)To do business effectively in other cultures
(2)Researchers have found that
(3)Localization(地方化)
请看 Global Reach 016051001
1.6.3 Culture Issues
(1)Important element of business trust
16
(2)Culture
请看搜狐网 016061001
1.6.4 Infrastructure Issues
(1)Internet infrastructure includes
(2)Organization for Economic Cooperation and Development’s (OECD) statements on
Information and Communications Policy deal with telecommunications infrastructure
development issues
(3)Flat-rate access system
(4)Targets for technological solutions
1.TRUE/FALSE
(1)Researchers estimate that about 20 percent of the content available on the Internet today is
in English.
ANS: F REF: 33
(1)How does the international nature of e-commerce affect its infrastructure?
(2)What steps should be taken to overcome the cultural issues of electronic commerce
(3)What is the main motivation behind the second wave to electronic commerce
(4)Trust Issues on the web
(5)Language Issues
(6)Culture Issues
(7)Infrastructure Issues
1.7 The relationship between Electronic Commerce and others

disciplines
1.7.1 Electronic Commerce and Computer science
1.7.2 Electronic Commerce and Marketing
1.7.3 Electronic Commerce and Consumer behavior、psychology
1.7.4 Electronic Commerce and Finance
1.7.5 Electronic Commerce and Economics
1.7.6 Electronic Commerce and Management information systems
1.7.7 Electronic Commerce and Management
1.7.8 Electronic Commerce and Business Law、ethics
(1)The major disciplines which are related with EC.
(2)The issues with which these major disciplines are concerned.
17
(1)The relationship between Electronic Commerce and Computer
science 、Marketing 、Consumer behavior、psychology、Finance、Economics 、Management
information systems、Management、Business Law、ethics.
(2)The issues each disciplin concerned.
Main Contents（本节主要内容）：
1.7 The relationship between Electronic Commerce and others disciplines
1.7.1Electronic Commerce and Computer science
Such as languages, multimedia, and networks, fall into the discipline of computer sciences.
Intelligent agents play a major role in EC as well.
1.7.2Electronic Commerce and Marketing.
Many issues of marketing offline are relevant to online EC—for example, cost benefits of
advertisements and advertisement strategies. Other issues are unique to EC, ranging from online
marketing strategy to interactive kiosks(互动式触摸屏营销).
1.7.3Electronic Commerce and Consumer behavior、psychology
Consumer behavior is the key to the success of B2C trade, but so is the behavior of the
sellers. The relationship between cultures and consumer attitude in electronic market is an
example of a research issue in the field.
1.7.4Electronic Commerce and Finance
The financial markets and banks are one of the major participants in EC. Also, financing
arrangements are part of many online transactions. Issues such as using the Internet as a substitute
for a stock exchange and fraud in online stock transactions are a sample of the many topics of the
field.
1.7.5Electronic Commerce and Economics
Electronic commerce is influenced by economic forces and has a major impact on wor5le
and country economies. Also, theories of micro and macronomics need to be considered in EC
planning, as well as the economic impacts of EC on firms.
1.7.6Electronic Commerce and Management information systems
The information systems department is usually responsible for the deployment of EC. This
discipline covers issues ranging from systems analysis to systems integration, mot to mention
planning, implementation, security, and payment systems, among others.
1.7.7 Electronic Commerce and Management
Electronic commerce efforts needs to be managed properly, and because of the
interdisciplinary nature of EC, its management may require new approaches and theories.
1.7.8Electronic Commerce and Business Law、ethics
Legal and ethical issues are extremely important in EC, especially in a global market. A large
18
number of legislative bills are pending, and many ethical issues are interrelated with legal ones,
such as privacy and intellectual property.
Conclusion（本节小结）:
(1)The major disciplines which are related with EC.
(2)The issues with which these major disciplines are concerned.
(3)The relationship between Electronic Commerce and Computer
science 、Marketing 、Consumer behavior、psychology、Finance、Economics 、Management
information systems、Management、Business Law、ethics.
(4)The issues each disciplin concerned.
Cases Study（本章案例分析）：
上海联华电子商务公司的实践
1．公司概况
上海联华电子商务有限公司是由联华超市有限公司等国内著名的企业共同投资 5 000
万元创立的，专门从事网络零售、批发、网上广告、信息中介和计算机软硬件经营等业务，它
旨在依托股东庞大的实体网点、采购系统、配送网络、高新技术和先进的经营理念，开展对消
费者个人和企业的网上 B to C、B to B 业务及相关的网络广告等业务，为广大客户提供安
全、方便、快捷、优惠的网络服务。上海联华电子商务有限公司的主要股东——上海联华超市
有限公司，是目前国内规模最大、经营业绩最好的超大型连锁超市公司，近几年每年以
50％的超常规速度高速发展，2000 年的销售收入超过了 100 亿美兀，已经取代传统的百
货店成为我国零售业的状元。联华超市拥有庞大的门店网络、采购、配送中心和先进成功的商
品营销模式，具有与国际著名“航空母舰”型商业跨国集团抗衡的实力。上海联华电子商务有
限公司的另一股东——上海友谊股份有限公司，是目前国内最大的零售连锁类上市公司，
以超市、百货、装潢连锁经营和大规模的物流配送为主要经营业态，不仅拥有庞大的连锁超
市，而且拥有国内多家效益良好的大型商场和国内最大、发展态势迅猛的“好美家’’装潢建
材连锁企业及大型的储运物流公司，实体网络资源优势明显。公司的其他股东还有：上实集
团(上海市政府窗口企业)在国内的控股公司——上海实业联合集团股份有限公司，这是一
家有着雄厚的资本实力、产业经营和资本运作经验的上市公司；在物流系统设计开发和网络
构建上处于领先水平的 IT 企业——上海同振信息技术有限公司；在网络信息集成管理、网
络安全系统研制方面具有丰富经验的上海建坤信息技术有限责任公司以及在配送和物流方
面全国知名的速递公司——上海捷时达，是邮政速递公司。
六家有不同背景的企业共同联手组成的新型电子商务企业创造了令人刮目相看的业绩。
公司拥有的“联华 0K”网(www．1hok．com，如图 1．5 所示)自 2000 年 9 月 25 日开
通以来，贯彻“客户至上、精诚合作、科技领先、竞争发展”的企业宗旨和“创业、创新、高效、
19
务实”的企业精神以及“顾客第一，惟一的第一”的经营理念，充分利用各股东的优势，将
实体网络与 IT 虚拟网络有效地结合起来，实现了当年投资、当年盈利，现已成为年营业收
入超过 5 000 万元、年净资产收益率超过 8％的具有良好经济效益的网站。
上海联华电子商务公司计划在 3 年内进一步增资到 5 亿元，迅速扩大的资产规模、经
营规模和市场影响力，使之发展成中国超市行业规模最大、技术最优的电子商务零售企业。
2．公司主要业务
上海联华电子商务公司的主要业务有：
(1)网上销售
公司以“联华 OK”网和电话网(沪订购电话 96801)为基础，联合供应商，组织商品，
广泛开展 B to C 和 B to B 的电子商务业务。
(2)商品采购
各地生产商或供应商通过网站的业务联系模板或电子邮件方式将商品信息传递给公司，
公司根据实际情况予以采购，同时向联华超市有限公司进行推荐。
(3)信息发布
“联华 0K”网作为 B to C 及 B to B 的购物网站，在服务用户的同时也会给产品的宣
传推广提供一个很好的时机。
(4)广告业务
公司除了专门从事网上销售以外，还从事相关的广告发布业务，包括网上广告，以及
其他相关的超市广告业务，如橱窗广告、超市广告、超市条幅广告等。此外公司还拥有一支专
业的广告设计队伍，可以为厂商提供多方面的设计服务。
3．公司的竞争优势
与其他电子商务公司不同的是，上海联华电子商务公司拥有自身独特的竞争优势，表
现在以下一些方面：
(1)依托完备的实体超市网络
联华超市有 l 000 家遍布华东地区的门店网络、全国一流的智能化物流中心、生鲜加工
中心，遍布全国的采购体系、信息中心和门店之间完备的计算机网络系统，以及每天超过
30 万人次的庞大顾客群体，将能很好地解决制约电子商务发展的市场需求和实体网络不足
的瓶颈，为“联华 0K”网的发展提供坚实的基础。
(2)品种和价格优势
依托联华超市多年形成的良好的商品集中采购体系，“联华 0K”网经营的商品，无论在
品种、数量上，还是在价格上都具有明显的优势。联华超市有大规模的采购体系和物流配送
系统，商品基本上都是从生产商直接采购，既有数量上、品种上的规模优势，又有极大的价
格优势，多数商品都比同类电子商务公司便宜，使消费者最终获益。
(3)良好的信誉优势
公司的货物和配送主要通过遍布全市的联华门店提供和完成，对许多顾客来说，联华
“
超市已是身边的老朋友。联华 0K”网提供的优质商品和热情服务，是“联华 0K”网的信誉保
20
障。
(4)先进的技术优势
“联华 OK”网在技术上有许多特色与创新，尤其是在系统流程、后台业务管理和与超市
业务结合的实用性等方面，具有突出的专业优势，实现了业务流程的全自动化。系统采用先
进的三层式结构配置，选用适宜网络业的 Sun 系列高档服务器；通过 web、Mail 和数据服
务器托管方式，经 DDN 专线和同步复制服务器与公司主机数据同步；系统采用 solaris 操
作系统和大型数据库系统，并采用先进的防火墙系统，确保系统高效安全运行；为了向客
户提供快捷送货服务，公司还专门开发了门店配送优化调度系统。联华超市强大的信息系统
为“联华 0K”网提供了资源和技术上的支持。联华电子商务公司拥有一支技术支持和开发队
伍，同时和上海多家信息技术公司有广泛的技术协作关系。为保证技术上、管理上的领先性，
公司又从上海几所著名高校聘请了计算机网络、电子商务和管理方面的著名专家、学者组成
公司的顾问班子，为公司提供强大的智力支持。
“联华 0I<’'网以强大的门店系统为支持，利用资源优势网络、信息技术和现代化的科
学管理，通过全新的“联华 0K”网上生活新空间，为用户创造了一个方便、快捷、体贴、周到
的一体化电子商务服务体系。
4．公司的特色服务
“联华 OK”网推出了与众不同的特色服务：
(1)在线服务
“联华 0K”网在探索与银行紧密合作，发挥银行卡或信用卡“一卡多用”功能的同时，
利用自行研究开发的 C to c 的应用程序，对网上结算支付的模式进行探索。
(2)在线储值支付服务
为方便顾客结算和“团体购买、分散配送”，公司采用先储值后消费、在线支付等无现金
交易的方式，充分利用电子商务和计算机网络信息的优势，服务用户、方便消费。
(3)异地服务
“联华 0K”网采取甲地付款、乙地送货或顾客选店送货等服务方式，方便更多的、不同
层次用户的需要。目前，开通 2 年有余的“联华 OK”网又有了一些新的大动作，在全面改版
的同时，推出了生鲜、食品等 500 多种新增商品和网站联袂、高校巡展等一系列新的营销活
动，以吸引更多的消费者。
Resource and Site（本章网络资源及站点）:
(1)http://www.autobytel.com/
(2)http://www.pewinternet.org/
(3)http://www.petsmart.com/ps/main.jsp
(4)http://www.businessculture.com/
21
(5)http://www.glreach.com/
(6)http://www.freedomhouse.com/
References（本章参考文献）:
(1)Arther,w.2002."is the information Revolution Dead?if History is a Guide,it is

Not",Business 2.0,3(3),march,65-72.
(2)Bake,p.2002."SWIMMING LESSONS:Moving Your Business Online Requires More
Than just a Web Address and a Product to Sell",Financial Pose,june 10,FP18.
(3)Drichhamer,D.2003."EDI Is Dead!LongLive EDI!"Industry Week,252(2),April,31-35.
(4)Perdue,L.2001."A Bright Future:After the Train Wreck",Inc,23(4),March 15,51-53.
(5)Wilson,T.2001."Spotty Infrastructure Impairs World View",INternetWeek,March 26,1-3.
Summary（本章总结）：
(1) Commerce: Negotiated exchange of goods or services

(2) Electronic commerce: Application of new technologies to conduct business more
effectively
(3) First wave of electronic commerce ended in 2000
(4) Second wave of electronic commerce: New approaches to integrating Internet
technologies into business processes
(5) Using electronic commerce, businesses have created new products and services
Improved promotion, marketing, and delivery of existing offerings
(6) The global nature of electronic commerce leads to many opportunities and few challenges
(7) To conduct electronic commerce across international borders, you must understand the
trust, cultural, and language legal issues
Chapter 2 Technology Infrastructure: The Internet and the
World Wide Web
22
（第二章技术基础设施：Internet 和万维网）

2.1.The Internet and the World Wide Web
2.2.Packet-Switched Networks
2.3.Internet Protocols
2.4.Markup Languages and the Web
2.5.Intranets and Extranets
2.6.Internet Connection Options
2.7.Internet2 and the Semantic Web

(1)The origin, growth, and current structure of the Internet
(2)How packet-switched networks are combined to form the Internet
(3)How Internet protocols and Internet addressing work
(4)The history and use of markup languages on the Web, including SGML, HTML, and XML
(5)How HTML tags and links work on the World Wide Web
(6)The differences among internets, intranets, and extranets
(7)Options for connecting to the Internet, including cost and bandwidth factors
(8)Internet2 and the Semantic Web
Backbone routers 主干网路由器：有些路由器是每秒处理 5000 万个包的大型计算机，
有
时也称为主干网路由器。
Bandwidth 带宽：超过 200Kbps 的接入称为宽带服务。
Cascading style sheets(CSS)层叠风格表单：是给予网站开发者更好地控制页面显示格式
的指令集。
Circuit 线路：电话线加上连接电话线的关闭开关构成线路。
Circuit switching 线路交换：中央控制的单线连接模式。
Client/server arvhitecture 客户机/服务器结构：
Client-side scripting 客户机端教本：HTML 文档中嵌入式脚本语言。
Domain name 域名：用来表示 IP 地址的单词组，域名包括以句点间隔的两个以上的单
词。
23
E-mail server 电子邮件服务器：
Extranet 外部网：是内部网的扩展，连接了组织之外的业务伙伴、客户和供应商。
Graphical user interface(GUI)图形用户界面：一种向用户显示程序控制功能和输出结果
的显示方式。
HTML extensions HTML 扩展：互联网浏览器软件开发人员创建了一些只能在此浏览
器中支持的特性，称为 HTML 扩展。
Hypertext element 超文本项：有些 HTML 标记可以在文档内部或文档之间的文本项之
间创建联系，这些彼此相互关联的文本项被称为超文本项。
Hypertext Markup Language 超文本标注语言：附加在文本上的一套代码语言。
Hypertext link 超文本连接：是可以指向同一 HTML 文件的其他位置或其他 HTML 文件
的链接标记。
Hypertext server 超文本服务器：是一个储存超文本标注语言文件的计算机，其他计算
机可以连入这种服务器并读取这些 HTML 文件。
Hypertext transfer Protocol 超文本传输协议：在互联网上传输页面文件的规则集。
Hub 集线器：网络中移动包的设备。
Interactive Mail Access Provider 交互式邮件访问协议：是一种新的电子邮件协议，可以
实现 POP 协议同样的功能，另外还有许多附加功能。
Internet 互联网：互相连接的计算机网络所组成的一个大系统，这个系统覆盖全球。
Internet access providers(IAP)互联网接入服务商：为其他企业提供互联网接入服务的企
业。
Internet backbone 互联网主干网：路由器和连接它们的电信线路构成互联网主干网。
Intranet 内部网：组织内部使用 TCP/IP 协议的互联网络。
IP wrapper IP 包装：通道对信息包加密，然后把加密包封装于另一个信息包内，外层
的信息包称为 IP 包装。
Local Area Network 本地区域网：距离较近的计算机组成的网络。
Mesh Routing 网格路由：采用成百上千的短程收发器直接传输 Wi-Fi 包的定点无线服
务。
Newsgroup 新闻组：Usenet 发展至今天已有一千多个专题，每个专题区域称为一个新
闻组。
Packet 包：在包交换中网络中，文件和电子邮件信息被分配成小片断，称做包。
Private network 专用网络：是两个企业间的专线连接，这种连接是两个企业的内部网
之间的物理连接。
Public network 公共网络：是公众可用的任何计算机网络或电信网络。
Repeater 转发器：是接收-发送设备，它接收信号再发送给用户的天线及下一个转发器。
Resource description framework 资源描述框架：是一套 XML 语法标准，这是互联网上
所用的 XML 标记字典。
24
Router algorithm 路由算法：路由器计算机中决每个包传递最佳路径的程序。
Router computer 路由计算机：决定最佳路径的计算机。
Routing table 路由表：存储包括指向连接其他路由器中特定组的连接表、规则等信息的
表
Simple Mail Transfer Protocol 简单邮件传输协议：规定了邮件信息的具体格式、电子邮
件服务器上邮件的管理方式以及互联网上电子邮件的传输方式。
Style sheet 风格表单：类似字处理软件中的预定义的文档风格，层叠式风格表单允许
网站开发者定义可用于多个页面的格式风格，这套指令称为风格表单。
Top-level domain 顶极域名：域名最右边部分。
Uniform Resource Locator 统一资源定位符：协议名和域名统称为统一资源定位符。
Web browser 浏览器：是一种软件界面，帮助用户读取或浏览 HTML 文件。
Wide area network(WAN)广域网：距离较远的计算机互联组成的网络。
Wireless access point(WAP)：是在以一定范围内的 Wi-Fi 计算机同其他设备之间传送数
据包的设备。
XML parsers XML 分析器：读取并翻译 XML 文件的程序通常用 Java 语言编写，这些
程序也叫 XML 分析器。
2.1The Internet and the World Wide Web （第 1 节互联网和 WWW）
2.1.1Origins of the Internet 互联网的起源

2.1.2New Uses for the Internet 互联网的新用途
2.1.3Commercial Use of the Internet 互联网的商业用途
2.1.4Growth of the Internet 互联网的发展
2.1.5Emergence of the World Wide Web WWW 的兴起
(2)What Emergence of the World Wide Web is
(3)What New Uses for the Internet is
(1)Origins of the Internet
(2)New Uses for the Internet
(3)Growth of the Internet
(4)Emergence of the World Wide Web
2.1 The Internet and the World Wide Web
(1)Computer network
25
(2)The Internet
(3)World Wide Web
2.1.1 Origins of the Internet
(1)Early 1960s
(2)In1969, Defense Department researchers connected four computers into a network called
ARPANET
(3)Throughout the 1970s and 1980s
2.1.2New Uses for the Internet
(1)1972
·E-mail was born
(2)Mailing list(邮件名录)
·E-mail address that forwards any message received to any user who has subscribed to the list
(3) Usenet(用户新闻网)
·Started by a group of students and programmers at Duke University and the University of
North Carolina
2.1.3 Commercial Use of the Internet:
(1)In 1989, the National Science Foundation (NSF)( 美国科学基金会 ) permitted two
commercial e-mail services, MCI Mail and CompuServe, to establish limited connections to the
Internet
(2)These connections allowed
·commercial enterprises to send e-mail directly to Internet addresses,
·members of the research and education communities on the Internet to send e-mail directly
to MCI Mail and CompuServe addresses.
2.1.4 Growth of the Internet
(1)In 1991, the NSF
·Eased restrictions on commercial Internet activity
·Began implementing plans to privatize the Internet
(2)Network access points (NAPs)(网络访问点)
·Basis of the new structure of the Internet
(3)Network access providers(网络访问服务商)
·Sell Internet access rights directly to larger customers and indirectly to smaller firms and
individuals through ISPs(互联网服务商)
2.1.5Emergence of the World Wide Web
(1)The Web
·Software that runs on computers connected to the Internet
(2)Vannevar Bush speculated( 推测 ) that engineers would eventually build a memory
26
extension device(记忆扩展设备) .
(3)In the 1960s, Ted Nelson described a similar system called hypertext
(4)Tim Berners-Lee developed code for a hypertext server program
(5)Hypertext server
·Stores files written in the hypertext markup language
·Lets other computers connect to it and read files
(6)Hypertext Markup Language (HTML)
·Includes a set of codes (or tags) attached to text
1.True/false:
(1) Computer networks and the Internet form the basic technology structure that underlies all
electronic commerce.
ANS: T REF: 55
(2) The USENET was the earliest of the networks that combined to become what we now call
the Internet.
ANS: F REF: 56
(3)In 1989, the NSF permitted two commercial e-mail services, MCI Mail and CompuServe,
to establish limited connections to the Internet for the sole purpose of exchanging e-mail
transmissions with users of the Internet.
ANS: T REF: 57
(4)The Web is software that runs on computers that are connected to the Internet.
ANS: T REF: 59
(5)An HTML document is similar to a word-processing document in that it specifies how a
particular text element will appear.
ANS: F REF: 60
2.MULTIPLE CHOICE
(1) HTML was developed by ____.
a. ARPANET c. Ted Nelson
b. NSF d. Tim Berners-Lee
ANS: D REF: 59-60
(2) A(n) ____ is a way of presenting program control functions and program output to users.
a. HTML c. HTTP
b. ISDN d. GUI
ANS: D REF: 60
(3)____ was the first Web browser that became widely available for personal computers.
a. Mosaic c. Internet Explorer
27
b. Netscape d. CompuServe
ANS: A REF: 60
(2)What Emergence of the World Wide Web is
(3)What New Uses for the Internet is
(4)Origins of the Internet
(5)New Uses for the Internet
(6)Growth of the Internet
(7)Emergence of the World Wide Web
2.2Packet-Switched Networks
2.2.1Routing Packets 路由数据包
(1)How a business network is designed.
(3)What Router-based Architecture of the Internet is
(1)Packet-Switched Networks
(2)Routing Packets
(3)Router-based Architecture of the Internet
2 .2Packet-Switched Networks(包交换网)
(1)Local area network (LAN)
(2)Wide area networks (WANs)
(3)Circuit(线路)
(4)Circuit switching(线路交换)
(5)Packets
2.2.1 Routing Packets(路由数据包)
(1)Routing computers
(2)Routing algorithms(路由算法)
1．True/false:
(1) A network of computers that are located close together—for example, in the same
building—is called a local area network.
28
ANS: T REF: 62
(2) A network of computers connected over greater distance than possible with a LAN is
called a wide area network.
ANS: T REF: 62
2.MULTIPLE CHOICE
(1)The combination of telephone lines and the closed switches that connect them to each
other is called a(n) ____.
a. LAN c. circuit
b. WAN d. pathway
ANS: C REF: 62
(2)On a packet-switched network, files and e-mail messages are broken down into small
pieces, called ____.
a. messages c. circuits
b. pieces d. packets
ANS: D REF: 62
(3)____ is a centrally controlled, single-connection model.
a. Packet-switched c. Routing
b. Circuit switching d. Merchandising
ANS: B REF: 62
(4)When packets leave a network to travel on the Internet, they must be translated into a
standard format. ____ usually perform this translation function.
a. Switches c. Routers
b. Bridges d. Routing algorithms
ANS: C REF: 63
(5)____ travel from computer to computer along the interconnected networks until they reach
their destinations.
a. Routers c. Switches
b. Packets d. Bridges
ANS: B REF: 62
9. The programs on router computers that determine the best path on which to send each
packet contains rules called ____.
a. circuits c. protocols
b. gateways d. routing algorithms
ANS: D REF: 62
Conclusion：
(1)How a business network is designed.
29
(3)What Router-based Architecture of the Internet is
(4)Packet-Switched Networks
(5)Routing Packets
(6)Router-based Architecture of the Internet
2.3Internet Protocols
2.3.1TCP/IP
2.3.2IP Addressing IP 地址
2.3.3Domain Names 域名
2.3.4Web Page Request and Delivery Protocols 页面请求与传输协议
2.3.5Electronic Mail Protocols 电子邮件协议
(1)What TCP/IP ,IP Addressing, Domain Names and Electronic Mail Protocols is
(1)Internet Protocols
(2)TCP/IP
(3)IP Addressing
(4)Domain Names
(5)Web Page Request and Delivery Protocols
(6)Electronic Mail Protocols
2.3 Internet Protocols
(1)Protocol
·Collection of rules for formatting, ordering, and error-checking data sent across a network
(2)Rules for message handling
·Independent networks should not require any internal changes to be connected to the
network
·Packets that do not arrive at their destinations must be retransmitted from their source
network(源节点)
·Router computers act as receive-and-forward devices
·No global control(全局控制) exists over the network
2.3.1TCP/IP
(1)TCP(传输控制协议)
(2)IP(互联网协议)
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请看图：IP 地址 023041001
请看图：023041002
2.3.2IP Addressing
(1)Internet Protocol version 4 (IPv4)
(2)Base 2 (binary)(二进制) number system
(3)Subnetting(子网技术)
(4)Private IP addresses
(5)Network Address Translation (NAT) device(网络地址转换器)
(6)Internet Protocol version 6 (IPv6)
2.3.3Domain Names
(1)Sets of words assigned to specific IP addresses
(2)Top-level domain (or TLD)(顶极域名)
(3)Internet Corporation for Assigned Names and Numbers (ICANN)(互联网域名与地址分
配中心)
2.3.4 Web Page Request and Delivery Protocols(传输协议)
(1)Web client computers(WWW 客户机)
(2)Web server computers
(3)Client/server architecture(C/S 结构) 请看图:CS 结构 023091001
(4)Hypertext Transfer Protocol (HTTP)
(5)Uniform Resource Locator (URL)(同一资源定位符)
2.3.5 Electronic Mail Protocols
(1)Electronic mail (e-mail)
(2) E-mail server
(3)E-mail client software
(4)Simple Mail Transfer Protocol (SMTP) (简单邮件传输协议)
(5)Post Office Protocol (POP)(邮局协议)
1.True/false:
(1) An IP address is a 128-bit number used to identify computers connected to the Internet.
ANS: F REF: 65
(2) A domain name is a set of words assigned to specific IP addresses.
ANS: T REF: 66
(3) The organization for managing domain names and coordinating them with their IP
addresses registrars is known as the Internet Corporation for Actualized Names and Nuances.
ANS: F REF: 67
(4) The acronym SMTP is short for Simple Markup Tracer Protocol
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ANS: F REF: 68
(5) IMAP is a newer e-mail protocol that performs the same basic functions as POP, but
includes additional features.
ANS: T REF: 69
2.MULTIPLE CHOICE
(1) The two primary protocols on which the Internet is based are ____.
a. FTP and HTTP c. TCP and IP
b. HTTP and SMTP d. TCP and HTTP
ANS: C REF: 64
(2) Network engineers have devised a number of stopgap techniques to stretch the supply of
IP addresses. One of the most popular techniques is ____.
a. subnetting c. subIPing
b. subletting d. piconetting
ANS: A REF: 66
(3) Private ____ are a series of IP numbers that are not permitted on packages that travel on
the Internet.
a. IP addresses c. address masks
b. masks d. PIPs
ANS: A REF: 66
(4) The combination of the protocol name and the domain name is called a(n) ____.
a. URI c. URL
b. URO d. HTTP
ANS: C REF: 68
(5) The rightmost part of a domain name is called a(n) ____.
a. top-level domain c. category
b. URL d. government-level domain
ANS: A REF: 67
(1)What TCP/IP ,IP Addressing, Domain Names and Electronic Mail Protocols is
(3)TCP/IP
(4)Domain Names
(5)Web Page Request and Delivery Protocols
(6)Electronic Mail Protocols
2.4 Markup Languages and the Web
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2.4.1Standard Generalized Markup Language 标准通用标注语言
2.4.2Hypertext Markup Language (HTML)超文本标注语言
2.4.3Extensible Markup Language (XML)可扩展的标注语言
2.4.4HTML and XML Editors HTML 和 XML 编辑软件
(3)What the differences between XML and HTML are
(1)Markup Languages and the Web
(2)Development of Markup Languages
(3)Standard Generalized Markup Language
(4)Hypertext Markup Language (HTML)
(5)Extensible Markup Language (XML)
2.4 Markup Languages(标注语言) and the Web
(1)Text markup language
(2)Standard Generalized Markup Language (SGML)(标注通用标注语言)
(3)World Wide Web Consortium (W3C)
2.4.1Standard Generalized Markup Language
(1)Offers a system of marking up documents that is independent of any software application
(2)Nonproprietary(非专利限制) and platform(平台) independent
(3)Offers user-defined tags
(4)Costly to set up and maintain
2.4.2 Hypertext Markup Language (HTML)
(1)Prevalent markup language used to create documents on the Web today
(2)HTML tags are interpreted( 解释 ) by a Web browser and are used by it to format the
display of the text
(3)HTML links
·Linear hyperlink structures(线性超链接结构)
·Hierarchical hyperlink structures(分层超链接结构)
请看图：HTML 语言 024061001
(4)Scripting languages and style sheets(风格表单)
·Most common scripting languages
-JavaScript, JScript, Perl, and VBScript
·Cascading Style Sheets (CSS)(层叠式风格表单)
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请看图：CSS 024071001
2.4.3 Extensible Markup Language (XML)
(1)Uses paired start and stop tags
(2)Includes data management capabilities that HTML cannot provide
(3)Differences between XML and HTML
·XML is not a markup language with defined tags
·XML tags do not specify how text appears on a Web page
请看图：024081001
1.True/false:
(1) SGML offers a system of marking up documents that is independent of any software
application.
ANS: T REF: 71
(2) HTML is a meta language because users can create their own markup elements that
extend the usefulness of XML.
ANS: F REF: 70
(3) The term cascading means that designers can apply many style sheets to the same Web
page, one on top of the other.
ANS: T REF: 77
(4) XML is a markup language with defined tags.
ANS: F REF: 80
2.MULTIPLE CHOICE
(1) The early versions of ____ allowed Web page designers to create text-based electronic
documents with headings, title bar titles, bullets, lines, and ordered lists.
a. HTTP c. SGML
b. HTML d. XML
ANS: B REF: 71
(2) ____ is nonproprietary and platform independent and offers user-defined tags. However,
it is not well suited to certain tasks, such as the rapid development of Web pages.
a. HTML c. SGML
b. XML d. DSL
ANS: C REF: 71
(3) The ____ tag is used to create hyperlinks in a Web document.
a. head c. title
b. anchor d. ol
ANS: B REF: 75
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(3)What the differences between XML and HTML are
(4)Markup Languages and the Web
(5)Development of Markup Languages
(6)Standard Generalized Markup Language
2.5 Intranets and Extranets

(1) Intranets
(2) Extranets
(3) Public and Private Networks
(4) Virtual Private Network (VPN)
(1)familiar with Intranet and Extranet
(2)public and private networks
(2)virtual private network
Extranets and Intranets
Public and Private Networks
Virtual Private Network (VPN)
2.5 Intranets and Extranets
（1）Intranet
-Interconnected network that does not extend beyond the organization that created it
（2）Extranet
-Intranet extended to include entities outside the boundaries of an organization
-Connects companies with suppliers, business partners, or other authorized users
（3）Public and Private Networks
·Public network
-Any computer network or telecommunications network available to the public
·Private network
-A private, leased-line connection between two companies that physically connects their
intranets
·Leased line
-Permanent telephone connection between two points
35
（4）Virtual Private Network (VPN)
·Extranet that uses public networks and their protocols
·IP tunneling
-Effectively creates a private passageway through the public Internet
·Encapsulation
-Process used by VPN software
·VPN software
-Must be installed on the computers at both ends of the transmission
VPN Architecture Example
1．TRUE/FALSE
（1）.Although fax, e-mail, and overnight carriers have been the main communications tools
for business for many years, extranets can replace many of them at a lower cost.
ANS: T REF: 84
（2）.Intranets are not compatible with the Internet.
ANS: F REF: 84
（3）.The “virtual” part of VPN means that the connection seems to be a temporary, internal
network connection, but the connection is actually permanent.
ANS: F REF: 85
（4）.Establishing VPNs does not require leased lines.
ANS: T REF: 86
（5）.Although an extranet is a VPN, not every VPN is an extranet.
ANS: F REF: 86
2．MULTIPLE CHOICE
（1）.A(n) ____ is an interconnected network, usually one that uses the TCP/IP protocol set,
and does not extend beyond the organization that created it.
a. Internet c. intranet
b. extranet d. ARPANET
ANS: C REF: 84
（2）.____ effectively creates a private passageway through the public Internet that provides
secure transmission from one computer to another.
a. IP wrapping c. IP tunneling
b. Scaling d. Bandwidth
ANS: C REF: 85
（ 3 ） .An extranet that uses public networks and their protocols to send sensitive data to
partners, customers, suppliers, and employees using a system called IP tunneling or encapsulation
36
is known as a(n) ____.
a. public network c. virtual private network
b. virtual public network d. private network
ANS: C REF: 85
（ 4）.A(n) ____ is like a separate, covered commuter lane on a highway (the Internet) in
which passengers are protected from being seen by the vehicles traveling in the other lanes.
a. VPN c. extranet
b. IP wrapper d. IAP
ANS: A REF: 86
（5）.Increasing the number of leased lines in private networks is difficult, costly, and time
consuming. This known as a(n) ____.
a. network problem c. scaling problem
b. private network problem d. tunneling problem
ANS: C REF: 85
(1) Familiar with Intranet and Extranet
(2) Public and private networks
(3) Virtual private network
(4) Extranet and Intranets
(5) Public and Private Networks
(6) Virtual Private Network(VPN)
2.6 Internet Connection Options

(1)Connectivity Overview
(2)Voice-Grade Telephone Connections
(3)Broadband Connections
(4)Leased-Line Connections
(5)Wireless Connections
(1) familiar with the telephone connections
(2) Broadband Connections
(3) Master Leased-Line connections and Wireless Connections
(2)Wireless Connections
37
2.6.1Internet Connection Options
·Bandwidth
-Amount of data that can travel through a communication line per unit of time
·Net bandwidth
-Actual speed that information travels
·Symmetric connections(对称连接)
-Provide the same bandwidth in both directions
·Asymmetric connections(不对称连接)
-Provide different bandwidths for each direction
2.6.2Voice-Grade Telephone Connections
·POTS, or plain old telephone service
-Uses existing telephone lines and an analog modem
-Provides bandwidth between 28 and 56 Kbps
·Digital Subscriber Line (DSL)
-Connection methods do not use a modem
·Integrated Services Digital Network (ISDN)
-Bandwidths between 128 Kbps and 256 Kbps
2.6.3Broadband Connections
·Operate at speeds of greater than 200 Kbps
·Asymmetric digital subscriber (ADSL)(非对称数字用户线路)
-Transmission bandwidth is from 100 to 640 Kbps upstream(上行流量) and from 1.5 to 9
Mbps downstream(下行流量)
·Cable modems
-Provide transmission speeds between 300 Kbps and 1 Mbps
·DSL
-Private line with no competing traffic
2.6.4Leased-Line(租用线路) Connections
·DS0 (digital signal zero)
-Telephone line designed to carry one digital signal
·T1 line (also called a DS1)
-Carries 24 DS0 lines and operates at 1.544 Mbps
·Fractional T1
-Provides service speeds of 128 Kbps and upward in 128-Kbps increments(增量)
·T3 service (also called DS3)
-Offers 44.736 Mbps
2.6.5Wireless Connections
·Bluetooth
38
-Designed for personal use over short distances
-Low-bandwidth technology, with speeds of up to 722 Kbps
-Networks are called personal area networks (PANs)(个人区域网) or piconets(微微网)
-Consumes very little power
-Devices can discover each other and exchange information automatically
2.6.6Wireless Ethernet (Wi-Fi or 802.11b)(基于 IEEE 802.11b 标准的无线局域网)
·Most common wireless connection technology for use on LANs
·Wireless access point (WAP)
-Device that transmits network packets between Wi-Fi-equipped computers and other devices
·Has potential bandwidth of 11 Mbps and a range of about 300 feet
·Devices are capable of roaming
·802.11a protocol
-Capable of transmitting data at speeds up to 54 Mbps
·802.11g protocol
-Has 54 Mbps speed of 802.11a
-Compatible with 802.11b devices
·802.11n
-Expected to offer speeds up to 320 Mbps
Fixed-Point Wireless
·One version uses a system of repeaters to forward a radio signal from an ISP to customers
·Repeaters
-Transmitter-receiver devices (transceivers)
·Mesh routing(网格路由)
-Directly transmits Wi-Fi packets through hundreds, or even thousands, of short-range
transceivers(短射程收发器)
2.6.7Cellular Telephone Networks
·Third-generation (3G) cell phones
-Combine latest technologies available today
·Short message service (SMS)
-Protocol used to send and receive short text messages
·Mobile commerce (m-commerce)
-Describes the kinds of resources people might want to access using wireless devices
TRUE/FALSE
1.The higher the bandwidth, the faster data files travel and the faster Web pages appear on
your screen.
ANS: T REF: 87
39
2.Asymmetric connections provide the same bandwidth for each direction.
ANS: F REF: 87
3.The Internet2 project is focused mainly on technology development.
ANS: T REF: 94
4.Upstream bandwidth is also called upload bandwidth.
ANS: T REF: 87
(1) Familiar with the telephone connections
(3) Master Leased-Line connections and Wireless Connections
(4) Broadband Connections
(5) Wireless Connections
2.7 Internet2 and the Semantic Web

Knowing about Internet2
Internet2
2.7 Internet2 and the Semantic Web
·Internet2
-Experimental test bed for new networking technologies
-Has achieved bandwidths of 10 Gbps and more on parts of its network
-Used by universities to conduct large collaborative research projects
·Semantic Web(语义网页)
-Project by Tim Berners-Lee
-If successful, it would result in words on Web pages being tagged (using XML) with their
meanings
·Resource description framework (RDF)(资源描述框架)
-Set of standards for XML syntax(语法)
·Ontology(本体)
-Set of standards that defines relationships among RDF standards and specific XML tags(标
记符)
Knowing about Internet2
40
中小企业的组网方案
随着 Internet 的普及，越来越多的企业加入了 Internet 大军，纷纷构建自己的企业网。我
们在设计中小型企业的组网方案的时候，要采用先进成熟的技术和设计思想，运用先进的
集成技术路线，以先进、实用、开放、安全、使用方便和易于操作作为原则，突出企业网系统
功能的实用性，尽快投入使用运行，发挥较好的效能。
1．系统需求分析
设计一个网络，首先要确定用户对网络的真正需求，其中包括分析原有网络现在面临
的主要题，在此基础上设计选择合适的网络结构和网络技术，建设满足用户需求的网络。对
于一个中小型的企业网络而言，高带宽、高可靠性、多协议支持、易于维护和管理、安全性以
及可扩展可升级性已经成为他们对于企业网的基本要求。中小型企业网络的用户一般在 200
～500 人，随着 10／100M 网络的成本不断降低，目前大部分用户的系统均采用百兆或者
10M 到桌面，那么主干网的速度自然是千兆网络。千兆网络具备简单、高效、建设成本低等
显著优势。尤其是基于铜介质双绞线的千兆以太网产品的推出，使千兆网络的建设成本进一
步降低，现在它无疑已经成为建设中小型企业网络核心的首选。由于企业网中将存在不同的
业务部门和办公应用系统，并且它们可能基于不同的网络协议，所以，该企业网络系统应
能支持多种协议(如 IP，sNA，Netbios 等等)，支持各种协议的互联，是一个开放型的网络。
企业网系统还应该有良好的安全性，要想充分的保证网络的安全性，应该根据相应的管理
制度和网络策略制定一套完整的安全政策，基于此安全政策，采用合适的技术手段，以达
到目标，保证系统的安全性。同时随着业务的增长和应用水平的提高，网络中的信息流将按
照指数增长，需要网络有很好的可扩展性，并能随着技术的发展不断升级。因此对于网络产
品的使用最好选择那些集成度高的、模块可通用的产品。
2．系统网络构建
网络平台一般都是基于 Web 技术，使用流行的客户机／服务器(client／Setver)模式，
在企业内部构建的一个中小型局域网。合法的授权用户可以在任何时候使用浏览器进人企业
网。客户机／月艮务器模式本质上涉及两个不同的程序，通常这两个程序在不同位置的不同
计算机上运行，在客户机上运行的客户端程序是给用户使用的，它要求界面简单，使用方
便，我们最常用的客户端程序就是 Internet Exploer 而服务器将担负更多的工作，比如对后
台数据库的访问和应用程序的执行将在服务器上完成。这样一个中小型的企业网网络规模相
对较小，用户相对较少，业务相对简单。网络功能主要以内部管理、资源共享为主，需提供
10M 左右带宽到桌面，可以适用于千台以下主机的应用。它的硬件布置，我们可以采用图
2．6 的网络结构。
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Case5.gif
3．系统买现设计
而它的系统实现，我们作下列推荐：网络操作系统使用 Windows 2000 server，它支持客
户机／服务器体系结构，采用标准 TCP／IP 协议，开放性好，易于扩展服务功能，有很好
的网络管理、容错技术及保密功能的支持；数据库管理系统使用 SQL server 2000，它是分布
式关系数据库系统，采用标准的数据库语言 ANSI SQL，支持开放数据库互联标准 ODBC
和动态数据对象，具有符合标准的 API 和开发工具，支持 TCP／IP 等网络协议，运行速度
快，具有三种有效的安全模式；工作站采用 Windows 98 操作系统，它已经被广大的计算机
用户所熟悉，普及性好。
(1)http://www.microsoft.com/
(2)http://www.internet2.edu/
(3)http://www.boingo.com/
(4)http://www.sina.com.cn/
(5)http://www.w3.org/XML/
Referances（本章参考文献）:
1. Bannan, K. 2002. “Satellite: The Only Game Out of Town,” PC Magazine, 21(3), February
21, 99.
2. Caulfield, B. 2002. “Wi-Fi Goes to Work,” Business 2.0, 3(6), June, 122–123.
3. Computergram Weekly. 2003. “Cisco Sees Flat Sales But Chambers More Cheerful,” May
7, 7–8.
4. Dornan, A. 2003. “Unwiring the Last Mile,” Network Magazine, 18(1), January, 34–37.
5. Fitchard, K. 2004. “Covad’s Quiet Authority,” Telephony, 245(12), June 7, 34–39.
42
(1)TCP/IP
–Protocol suite used to create and transport information packets across the Internet
(2)POP, SMTP, and IMAP
–Protocols that help manage e-mail
(3)Languages derived from SGML
–Hypertext Markup Language (HTML)
–Extensible Markup Language (XML)
(4)Intranets
–Private internal networks
(5)Extranet
–Used when companies want to collaborate with suppliers, partners, or customers
(6)Internet2
–Experimental network built by a consortium of research universities and businesses
Chapter 3 Selling on the Web: Revenue Models and
Building a Web Presence
（第三章网上销售：盈利模式与建立网站）

3.1 Revenue Models
3.2 Revenue Models in Transition
3.3 Revenue Strategy Issues
43
3.4 Creating an Effective Web Presence
3.5 Web Site Usability
3.6 Connecting with Customers
(1)Revenue models
(2)How some companies move from one revenue model to another to achieve success
(3)Revenue strategy issues that companies face when selling on the Web
(4)Creating an effective business presence on the Web
(5)Web site usability
(6)Communicating effectively with customers on the Web
Account aggregation (账户整合)——网上银行将客户的银行帐户、投资帐户、贷款帐户和
其他财务帐户从多个网站上整合起来并集中到银行的网站上。
Addressable media (可定地址媒体)——媒体将广告直接送给收件人手里，包括直接邮
寄、电话和电子邮件等。
Advertising-subscription mixed revenue model (广告收费混合模式)——这种模式已为报
纸和杂志类网站应用了多年，订阅者付一笔费用并接受一定程度的广告。 Advertising-
supported revenue model (广告支持的盈利模式)—— 电视公司或网站提供带广告信息的免费
节目和信息，广告收入用于支持电视公司和网站的运营和节目制作成本。
Bill presentment (账单显示)——网站提供客户查看帐单的服务称为帐单显示功能，但
客户得访问不同网站才能查看自己的不同帐单。
Cannibalization (互斥)——公司网站上的销售干扰了现有的销售店铺，就叫互斥。
Catalog model (商品目录模式)——购买者通过邮购或拨打商家付费电话来下订单的业务模
式。
Category managers (品类管理公司)——主要负责零售店铺里某类商品的流转业务。
Channel conflict (渠道冲突)——公司网站上的销售干扰了现有的销售店铺，就叫渠道冲突。
Channel cooperation (渠道合作)——公司将网络销售、邮购、零售三者协调起来，提高对
客户的总销售额，就叫渠道合作。
Channel distribution managers (分销渠道管理公司)——主要负责零售店铺里某类商品的
流转业务。
Communication model (沟通模式)——个人接触和大众媒体这两种常用的识别和送达顾
客的方法称为沟通模式。
Customer-centric (以客户为中心)——在网站设计时将客户放在核心，这种方法称为以
44
客户为中心。
Demographic information (人口统计信息)——营销人员用来区分访问者的特征集，一般
包括地址、年龄、性别、收入、职业、喜好与信仰等。
Disintermediation (免中介化)——从价值链上去除诸如业务人员等中介称为免中介化。
E-zine (电子杂志)——网站向客户提供的在线杂志。 Fee-for-service revenue model (服务
费用模式)——公司按服务本身的价值收费，包括游戏、娱乐、理财建议以及专业人员提供的
服务。
Fee-for-transaction revenue model (交易费用模式)——企业提供收费服务，费用根据所
处理交易的数量或规模来确定。
Fulfillment managers ((订单)履行公司)——主要负责零售店铺里某类商品的流转业务。
Mail order model (邮购模式)——购买者通过邮购或拨打商家付费电话来下订单的业务
模式。
Many-to-many communications (多对多沟通)——商家和消费者通过网络进行多对多的
沟通。
Many-to-one communication model (多对一的沟通模式)——客户用网络检索产品信息的
方式叫多对一的沟通模式。
Mass media (大众媒体)——企业准备好企业自己及产品或服务广告与促销材料，然后
通过电视、电台、广播、杂志、报刊、路牌广告或邮寄等方式将信息传递给潜在顾客。One-to-
many communication model (一对多的沟通模式)——在大众媒体中，沟通是由一个广告者送
达到多个潜在顾客，成为一对多的沟通模式。
One-to-one communication model (一对一的沟通模式)——在个人接触中，商家和消费
者之间的沟通就叫一对一的沟通模式。
Personal contact (个人接触)——企业的员工自行寻找潜在顾客，检查是否符合一定的标
准，然后进行接触。
Personal shopper (采购员)——它是一个智能代理程序，可以学习客户的偏好并提供相
关的建议。
Portal（Web portal）( 门户网站(网络门户))—— 它是人们上网的起点网站，除了网络
目录和检索引擎，还提供帮助访问者寻找信息的其他功能。如 sohu、sina 等。Presence (展示)
——公司传递给利益相关者的公众形象。Prospecting (探测法)——企业的员工自行寻找潜在
顾客，检查是否符合一定的标准，然后进行接触。
Reintermediation ( 再中介化)——在价值链上加入诸如交易费用网站等新中介称为再中
介化。
Revenue model (盈利模式)——公司从客户那里获的现金流的策略与技术。 Stakeholders
( 利益相关者)——公司的利益相关者一般包括它的顾客、供应商、员工、股东、周边社区及普
通公众。
Stickiness (黏性)——网站吸引访问者在网站驻留以及吸引重复访问的能力。 Sticky (黏
45
度)——网站吸引访问者在网站驻留以及吸引重复访问的能力。
Usability testing (可用性测试)——即对公司网站的可用性、客户服务及其他指标进行测
评。
Virtual model (虚拟模特)——它根据客户的身材建立的图象模特，可以替代客户试衣。
Web catalog revenue model (网上目录盈利模式)——企业用网站上的信息来替代商品目
录的分发，消费者可通过网站或电话下订单。
Web directory (网络目录)——网页链接的列表，如很多人把 YAHOO 做为网络检索的起
点。
3.1 Revenue Models（第 1 节盈利模式）
3.1.1 Web Catalog Revenue Models

3.1.2 Digital Content Revenue Models
3.1.3 Advertising-Supported Revenue Models
3.1.4 Advertising-Subscription Mixed Revenue Models
3.1.5 Fee-for-Transaction Revenue Models
3.1.6 Fee-for-Service Revenue Models
1.Konw how many types of revenue models?
2.How can they profit?
1. Web Catalog Revenue Models
2. Advertising-Supported Revenue Models
3. Fee-for-Transaction Revenue Models
3.1.Revenue Models(盈利模式)
A useful way to think about electronic commerce implementations is to consider how they
can generate revenue.
3.1.1 Web Catalog Revenue Models(网上目录盈利模式)
In this revenue model, the seller establishes a brand image, and then uses the strength of that
image to sell through printed catalogs mailed to prospective buyers. Buyers place orders by mail
or by calling the seller’s toll-free telephone number.
(1)Computers and consumer electronics
(2)Books, Music, and Videos
figure 031070505.gif
(3)Luxury Goods
46
(4)Clothing Retailers
(5)Flowers and Gifts
(6)General Discounters(折扣店)
3.1.2 Digital Content Revenue Models(数字内容盈利模式)
.Firms that own intellectual property have embraced the Web as a new and highly efficient
distribution mechanism
.Lexis.com
.ProQuest
3.1.3 Advertising-Supported Revenue Models(广告支持盈利模式)
.Broadcasters provide free programming to an audience along with advertising messages
.Success of Web advertising is hampered by No consensus on how to measure and charge for
site visitor views
.Stickiness of a Web site: the ability to keep visitors and attract repeat visitors
.Very few Web sites have sufficient visitors to interest large advertisers
(1)Web Portals(门户网站)
(2)Newspaper Publishers(报纸出版局)
(3)Targeted Classified Advertising Sites(目标分类广告网站)
3.1.4 Advertising-Subscription Mixed Revenue Models(广告-收费混合模式)
.Subscribers
-Pay a fee and accept some level of advertising
-Typically are subjected to much less advertising
.Used by
-The New York Times and The Wall Street Journal
.Business Week
-Offers some free content at its Business Week online site
-Requires visitors to buy a subscription to the Business Week print magazine
3.1.5 Fee-for-Transaction Revenue Models(交易费用模式)
.Businesses offer services and charge a fee based on the number or size of transactions
processed
.Disintermediation(免中介化)
-Removal of an intermediary from a value chain
.Reintermediation(再中介化)
-Introduction of a new intermediary
47
(1)Travel Agent
(2)Automobile Sales
(3)Stockbrokers(证券经纪公司)
(4)Insurance Brokers(保险经纪公司)
(5)Event Tickets(票务)
(6)Online Banking and Financial Services(在线银行与金融服务业)
(7)Real Estate and Mortgage Loan Brokers(房地产与抵押贷款经纪公司)
3.1.6 Fee-for-Service Revenue Models(服务费用模式)
.Fee based on the value of a service provided
.Services range from games and entertainment to financial advice
.Online games
.Concerts and films(音乐会和电影)
.Professional Services(专业服务)
TRUE/FALSE：
1. All electronic commerce initiatives have the goal of providing revenue.
ANS: F REF: 107
2. Taking the catalog model to the Web means that the firm replaces or supplements print
catalog distribution with information on its Web site.
ANS: T REF: 108
3. Firms who own intellectual property or rights to that property have not embraced the Web
as an efficient distribution mechanism.
ANS: F REF: 116
MUTIPLE CHOICE：
1. One problem that the Web presents for clothing retailers of all types is that ____.
a. customers are unwilling to buy clothing on-line
b. color settings on computer monitors vary widely
c. the Web catalog revenue model is not flexible
d. online retail sales are not cost effective
ANS: B REF: 113
2. The introduction of a new intermediary into a value chain is called ____.
a. intermediation b. disintermediation
48
c. reintermediation d. bill presentment
ANS: C REF: 123
3. The ____ of a Web site is its ability to keep visitors at the site and to attract repeat visitors.
a. image b. presence
c. stickiness d. usability
ANS: C REF: 118
4. Travel agents have used networked computers, such as the ____ system, for years.
a. Travelocity b. Sabre
c. Expedia d. Orbitz
ANS: B REF: 123
5.Stock brokerage firms sometimes use a(n) ____ revenue model, which allow them to
charge their customers a commission for each trade executed.
a. fee-for-service b. fee-for-transaction
c. information sales d. catalog
ANS: B REF: 125
(1)How many types of revenue models and what they are?
(2)How can they profit
(3)Web Catalog Revenue Models
(4)Advertising-Supported Revenue Models
(5)Fee-for-Transaction Revenue Models
3.2. Revenue Models in Transition

3.2.1 Subscription to Advertising-Supported Model
3.2.2 Advertising-Supported to Advertising-Subscription Mixed Model
3.2.3 Advertising-Supported to Fee-for-Services Model
3.2.4 Advertising-Supported to Subscription Model
3.2.5 Multiple Transitions
1.How some companies move from one revenue model to another to achieve success
2.How many models in transition?
1.Revenue models in transition
2.Advertising-supported to Advertising-subscription mixed model
3.Multiple transitions
49
3.2. Revenue Models in Transition(赢利模式的转变)
Many companies have gone through transitions in their revenue models as they learn how to
do business successfully on the Web.
3.2.1 Subscription to Advertising-Supported Model(从收费模式转向广告模式)
-Microsoft founded its Slate magazine Web site

-An upscale news and current events publication
-Charged an annual subscription fee after a limited free introductory period
-Was unable to draw sufficient number of paid subscribers
-Now operated as an advertising-supported site
3.2.2 Advertising-Supported to Advertising-Subscription Mixed Model(从广告模式转向广
告-收费混合模式)
Salon.com:
-Operated for several years as an advertising-supported site
-Now offers an optional subscription version of its site
-Subscription offering was motivated by the company’s inability to raise additional money
from investors
3.2.3 Advertising-Supported to Fee-for-Services Model(从广告模式转向服务费用模式)
Xdrive Technologies:
-Opened its original advertising-supported Web site in 1999
-Offered free disk storage space online to users
-After two years, it was unable to pay the costs of providing the service with the advertising
revenue generated
-Later switched to a subscription-supported model
3.2.4 Advertising-Supported to Subscription Model(从广告模式转向收费模式)
Northern Light(北电网络):
-Founded in August 1997 as a search engine with a twist
Revenue model:
-Combination of advertising-supported model plus a fee-based information access service
January 2002:
-Converted to a new revenue model that was primarily subscription supported
3.2.5 Multiple Transitions(多次转变)
Encyclop?dia Britannica(大不列颠百科全书)
Original offerings:
-The Britannica Internet Guide
-Free Web navigation aid
50
-Encyclop?dia Britannica Online
-Available for a subscription fee or as part of a CD package
1999:
-Converted to a free, advertiser-supported site
2001:
-Returned to a mixed model
figure 032081001.gif(Britannica paid subscriber search page)
1.How some companies move from one revenue model to another to achieve success?
2.How many models in transition?
3.Revenue models in transition
4.Advertising-supported to Advertising-subscription mixed model
5.Multiple transitions
3.3 Revenue Strategy Issues

3.3.1 Channel Conflict and Cannibalization
3.3.2 Strategic Alliances and Channel Distribution Management
3.3.3 Mobile Commerce
1.Revenue strategy issues that companies face when selling on the web
2.Know how to deal with them
1.Channel conflict and cannibalization
2.Strategic alliances and channel distribution management
3.3. Revenue Strategy Issues(盈利战略问题)
3.3.1 Channel conflict and Cannibalization(渠道冲突与互斥)
.Channel conflict(渠道冲突)
-Occurs whenever sales activities on a company’s Web site interfere with existing sales
outlets, also called cannibalization
.Channel cooperation(渠道合作)
-Giving customers access to the company’s products through a coordinated presence in all
distribution channels
3.3.2 Strategic Alliances and Channel Distribution Management(战略联盟和渠道管理)
.Strategic alliance
51
-When two or more companies join forces to undertake an activity over a long period of time
.Account aggregation services(账户整合服务)
-Increase the propensity of customers to return to the site
.Channel distribution managers (分销渠道管理公司)
-Companies that take over the responsibility for a particular product line within a retail store
figure 033051001.gif(ToysRUs.com store within Amason.com)
3.3.3 Mobile Commerce(移动商务)
.A number of technologies use wireless data transmissing technologies to link laptop

computers,PDAs,cell phones,and other devices to the Internet.
.DoCoMo(Japan) is a successful cell phone that people avidly use to send short
messages,play games,and obtain weather forecasts and other information.
.Although few companies have made money in mobile commerce to date,many industry
observers still believe that a company with the right service could be successful.
TRUE/FALSE
1.Channel distribution managers are companies that take over responsibility for a particular
product line within a retail store.
ANS: T REF: 138
2.A good Web site design can provide many image-creation and image-enhancing features
very effectively—it can serve as a sales brochure, a product showroom, a financial report, an
employment ad, and a customer contact point.
ANS: T REF: 140
MUTIPLE CHOICE
1. ____ are also called fulfillment managers.
a. Channel distribution managers b. Fulfillment managers
c. Personal shoppers d. Stakeholders
ANS: A REF: 138
2. Channel conflict is also referred to as ____.
a. Web conflict b. account aggregation
c. cannibalization d. addressable media
ANS: C REF: 137
3. The introduction of a new intermediary into a value chain is called ____.
a. intermediation b. disintermediation
c. reintermediation d. bill presentment
ANS: C REF: 123
4. By giving their customers access to the company’s products through a coordinated
52
presence in three distribution channels, Eddie Bauer was able to increase overall sales to those
customers. This type of solution is called ____.
a. prospecting b. disintermediation
c. bill presentment d. channel cooperation
ANS: D REF: 137
1.Rvenue strategy issues that companies face when selling on the web
2.Know how to deal with them
3.Channel conflict and cannibalization
4.Strategic alliances and channel distributiong management
3.4 Creating an Effective Web Presence

3.4.1 Identifying Web Presence Goals
3.4.2 Achieving Web Presence Goals
1.Creating an effective business presence on the web
2.Know how to create
1.Identifying web presence goals
2.Achieving web presence goals
3.4. Creating an Effective Web Presence(建立有效的网上展示)
.Businesses have always created a presence in the physical world by building stores,
factories, warehouses, and office buildings.
.An organization’s presence is the public image it conveys to its stakeholders. The
stakeholders of a firm include its customers, suppliers, employees, stockholders, neighbors, and
the general public.
. On the Web, presence can be much more important.Creating an effective Web presence can
be critical even for the smallest and newest firms operating on the Web.
3.4.1 Identifying Web Presence Goals(确定网上展示的目标)
.On the Web, businesses and other organizations have the luxury of building their Web sites
intentionally to create distinctive presences.
.An organization’s presence
-The public image it conveys to its stakeholders
.Stakeholders of a firm
53
-Include its customers, suppliers, employees, stockholders, neighbors, and the general public
3.4.2 Achieving Web Presence Goals(实现网上展示的目标)
Objectives of the business:

-Attracting visitors to the Web site
-Making the site interesting enough that visitors stay and explore
-Convincing visitors to follow the site’s links to obtain information
-Creating an impression consistent with the organization’s desired image
-Building a trusting relationship with visitors
-Reinforcing positive images that the visitor might already have about the organization
-Encouraging visitors to return to the site
(1)Profit-Driven Organizations(营利组织)
Toyota site(丰田网站):
(2)Not-for-Profit Organizations(非营利组织)
figure 034091002.gif(American Civil Liberies Union home page)
TRUE/FALSE
1. People who visit a Web site usually arrive by accident.
ANS: F REF: 147
2.Most companies tend not to worry much about the image they project until they grow to a
significant size.
ANS: T REF: 140
3.A good Web site design can provide many image-creation and image-enhancing features
very effectively—it can serve as a sales brochure, a product showroom, a financial report, an
employment ad, and a customer contact point.
ANS: T REF: 140
MUTIPLE CHOICE
1. ____ is an important element of creating an effective Web presence.
a. Usability b. Cannibalization
c. Mass media d. Disintermediation
ANS: A REF: 151
2. Cocoa Cola and Pepsi are two companies that have established powerful brand images in
the same business, but the have developed significantly different ____.
a. customer appeal b. packaging
c. products d. Web presences
ANS: D REF: 141
3. A key goal for many not-for-profit organizations is ____.
54
a. account aggregation b. information dissemination
c. bill presentment d. cannibalization
ANS: B REF: 143
4.An effective ____ can be critical even for the smallest and newest firms operating on the
Web.
a. E-zine b. virtual model
c. disintermediation d. Web presence
ANS: D REF: 140
1.Creating an effective business presence on the web
2.Know how to create
3.Identifying web presence goals
4.Achieving web presence goals
3.5 Web Site Usability

3.5.1 How the Web Is Different
3.5.2 Meeting the Needs of Web Site Visitors
3.5.3 Trust and Loyalty
3.5.4 Rating Electronic Commerce Web Sites
3.5.5 Usability Testing
3.5.6 Customer-Centric Web Site Design
1.Web site usability
2.How the web is different
1.Making web sites accessible
2.Usability testing
3.Customer-centric web site design
3.5. Web Site Usability(网站的可用性)
Research indicates that few businesses accomplish all of their goals for their Web sites in
their current Web presences.
3.5.1 How the Web Is Different(让网站与众不同)
.Most Web sites are designed to create an organization's presence in the Web
medium include links to a fairly standard information set
.Presentation is important,but realizing the Web is an interactive medium more important
55
.Firms must acknowledge and use the Web's capability for two-way,meaningful
communication with their customers.
3.5.2 Meeting the Needs of Web Site Visitors(满足网站访问者的需要)
.Businesses that are successful on the Web realize that every visitor to their Web sites is a
potential customer.
.People who visit a Web site seldom arrive by accident; they are there for a reason.
(1)Many Motivations of Web Site Visitors(网站访问者的动机)
(2)Making Web Sites Accessible(让网站易于访问)
figure 035081001.gif(Lee Jeans FitFinder animation)
3.5.3 Trust and Loyalty(信任和忠诚)
.A 5 percent increase in customer loyalty can yield profit increases between 25% and 80%
.When a customer has an experience with a seller who provides good service,the customer
begins to trust the seller
.Repetition of satisfactory service can build customer loyalty
.Customer service is a problem for many electronic commerce sites
3.5.4 Rating Electronic Commerce Web Sites(评价电子商务网站)
.Two companies routinely review electronic commerce Web sites for usability, customer
service,and other factors
.Gomez.com sells the information it gathers to the companies that operate the Web sites and
offer suggestions for improvements
.BizRate.com provides a comparison shopping service and offers links to sites with low
prices and good service rating for specific products
3.5.5 Usability Testing(可用性测试)
Companies that have done usability tests
.Conduct focus groups
.Watch how different customers navigate through a series of Web site test designs
.Cost of usability testing is low compared to the total cost of a Web site design or overhaul
3.5.6 Customer-Centric Web Site Design(以客户为中心的网站设计)
.Putting the customer at the center of all site designs
.Guidelines
-Design the site around how visitors will navigate the links
-Allow visitors to access information quickly
-Avoid using inflated marketing statements
-Avoid using business jargon and terms that visitors might not understand
-Be consistent in use of design features and colors
-Make sure navigation controls are clearly labeled
56
-Test text visibility on smaller monitors
-Conduct usability tests
TRUE/FALSE
1. The service element can be a powerful differentiating factor for which customers are
willing to pay extra.
ANS: T REF: 149
2. Customer service is usually not a problem for most electronic commerce sites.
ANS: F REF: 150
MUTIPLE CHOICE
1.As the practice of ____ becomes more common, more Web sites will meet the goals of their
companies.
a. usability testing b. using Web tools
c. using Java language d. programming design
ANS: A REF: 150
2.Two pioneers of usability testing are ____ and Jakob Nielsen.
a. Charles Smith b. Ben Shneiderman
c. Christopher Locke d. Aaron Montgomery
ANS: B REF: 151
3.After designing the site, it is best to conduct ____ by watching how different customers
navigate through a series of Web site test designs.
a. observations b. form-filling
c. usability tests d. surveys
ANS: C REF: 151
4.A seller can create value in a customer relationship by nurturing the customer's trust and
developing it into ____.
a. an e-mail list b. a chat room session
c. loyalty d. a brief conversation
ANS: C REF: 149
1.Web site usability
2.How the web is different
3.Making web sites accessible
4.Usability testing
5.Customer-centric web site design
57
3.6. Connecting With Customers
3.6.1 The Nature of Communication on the Web
1. The nature of communication on the web
2. Communicating effectively with costomers on the web
1.How to connecting with customers
2.How many methods to communicate with customers
3.6. Connecting With Customers(联络客户)
3.6.1 The Nature of Communication on the Web(网上沟通的本质)
.Most businesses are familiar with two general ways of identifying and reaching customers:
personal contact and mass media
.In the personal contact model, the firm’s employees individually search for, qualify, and
contact potential customers
.In the mass media approach, firms prepare advertising and promotional materials about the
firm and its products or services
Business communication models(商业沟通模式):
.Mass media approach(大众媒体方法)
-Firms prepare advertising and promotional materials about the firm and its products
.Personal contact model(个人接触模式)
-Firm’s employees individually search for, qualify, and contact potential customers
.The Web(网络)
-Search information on the Web is that the buyer actively participates in the search and
controls the length,depth,and scope of the search
figure 036051001.gif(Buisness communication models)
TRUE/FLASE
1.Studies have shown that the responsiveness of electronic commerce sites to e-mail has been
disappointing.
ANS: T REF: 150
3. A defining characteristic of the mass media promotion process is that the seller is active
and the buyer is passive.
ANS: T REF: 153
MUTIPLE CHOICE
58
1.____ are advertising efforts directed to a known addressee and include direct mail,
telephone calls, and e-mail.
a. Mass media b. Personal contact
c. Addressable media d. Broadcast media
ANS: C REF: 152
2.Most businesses are familiar with two general ways of identifying and reaching customers:
personal contact and mass media. These two approaches are often called ____.
a. communication modes b. market strategies
c. marketing segments d. media destination modes
ANS: A REF: 152
3.In the ____ approach, firms prepare advertising and promotional materials about the firm
and its products or services.
a. mass media b. reaching
c. Prospecting d. personal contact
ANS: A REF: 152
4. Communication in mass media belongs to the ____ communication model.
a. many-to-none b. many-to-many
c. one-to-one d. one-to-many
ANS: D REF: 153
1.The nature of communication on the web
2.Communicating effectively with customers on the web
3.How to connecting with customers
4.How many methods to communicate with customers
Case 1
苹果 iTunes 日本开张 “搭车 ”销售模式新颖

www.XINHUANET.com　　2005 年 08 月 05 日 09:45:33　　来源：天极网
【导读】众所周知，苹果的音乐标准价格是 99 美分，后来在美国针对某些唱片公司的
音乐实行稍高的价格。不过，第一次推出多种价格模式对于苹果 iTunes 还是第一次。
天极网 8 月 5 日消息(戴寻严编译)据外电报道，苹果公司的 iTunes 在线音乐销售网站
日语店周四开张营业，所售音乐的最大特点是比美国贵。此外，苹果将在日本创新推出了一
种和汽车公司联手销售音乐的新模式。
iTunes 日语班提供了歌曲有 100 万首，每首定价有 150 日元(1.35 美元)到 200 日元两种，
59
比起“美国店”的价格要贵，和“英国店”相差无几。众所周知，苹果的音乐标准价格是 99 美
分，后来在美国针对某些唱片公司的音乐实行稍高的价格。不过，第一次推出多种价格模式
对于苹果 iTunes 还是第一次。
由于日本的唱片公司和美国相比，在音乐流通业务上掌握更多的权力，苹果 iTunes 日
本店的推出让公司着实煞费苦心。不仅如此，网站的版权保护以及相关技术也要受到“懂技
术”的日本公司更多的指责。不过，最终还是开张营业了。加上日本店，iTunes 已经在全世界
开了 20 多个店，但在一个大的市场还不见踪影:澳大利亚。
iTunes 在日本最大的一个特色是和汽车公司联手，实现“搭车”销售。目前，苹果已经
和日产、马自达和大发公司签署协议，三家公司将在明年推出的新车上安装和 iTunes 兼容
的音乐播放机。此外，德国的宝马公司已经向苹果表示将会在日本市场给予“照顾”。
目前，在日本 MP3 播放器的市场上，苹果宣称占有 36%，高于索尼的 22%，以及创
新、iRiver 和 Rio 三家的总和(27%)。但是日本市场对于苹果来说不是好啃的骨头，苹果在美
国市场占据了 74%的市场，但是这个成绩在日本很难重现。
苹果老总乔布斯在周四的开张典礼上也不忘打击竞争对手的士气。他说苹果 iPod 播放
器在二季度出货 600 万台，而索尼的数字只有 200 万台。
Case 2
网上不缺概念缺赢利模式我们的出路在何方

www.XINHUANET.com　　2005 年 06 月 08 日 14:22:26　　来源：中国经济时报
突然有一天，互联网上又出现了一些新兴的概念：博客（ｂｌｏｇ）、ＲＳＳ（聚合内
容服务）、ＳＮＳ（社交网络服务），与１９９７年互联网启蒙阶段带来的电子邮件、搜索
引擎、门户网站等概念相比，这一轮的“圈地运动”是对以往的颠覆还是延伸出来的又一版本？
以ＳＮＳ（社交网络服务）为例，ＳＮＳ网站的出现成为近两年互联网上最热门的话
题和网络应用亮点。从２００３年３月起，ＳＮＳ网站悄然从美国兴起。短短的五个月内Ｓ
ＮＳ就风靡整个北美地区。据统计，在硅谷工作的三人中就有一个人使用ＳＮＳ来拓展自己
的交际圈。ＳＮＳ网站也受到了风险投资的追捧，有些ＳＮＳ网站也获得了巨额的投资。
ＳＮＳ不能照搬国外模式
在国内，社交网络旋风也吹得正猛，提供ＳＮＳ服务的网站如雨后春笋般破土而出。而
ＳＮＳ之所以走俏是人们对网络应用需求变化驱动使然。随着网络社会化应用的发展，网民
对网络的要求越来越高，不再仅仅局限于娱乐等方面，更希望网络能对工作、个人的发展提
供更加便捷、高效的支撑和帮助。
同时，在ＳＮＳ本地化的过程中，我们也看到了一批借鉴了国外经验的ＳＮＳ网站的涌
现。他们有的以“俱乐部”来吸引人气，有的以“校友录”来切入，有的则提供了博客（ｂｌ
ｏｇ）的功能来吸引用户，联络家ｌｉｎｋｉｓｔ则独辟蹊径，大打商务牌，以商务拓展
功能来吸引用户。
60
然而，新概念到来时总会伴随着投机者，目前，国内提供ＳＮＳ服务的网站有几十家之
多，各有自己特色。有的主要功能是交友，自称“第二代交友网站”，有的则着重商务交际拓
展。国内的ＳＮＳ网站最初只是国外同类网站的的简单模仿，有人戏称之为“汉化”。
但人们也发现，硬搬美国那一套行不通，用户很难数量级地快速增加，很多网站又回到
了传统的“一夜情”套路上来，这从某网站所谓的“视频激情俱乐部”、“一夜情激情体验馆”
就可见一斑。以俱乐部为特色的ＳＮＳ网站难免落入到“低级趣味”中来。
而以校友录为切入点的ＳＮＳ网站在校友录功能上不能和三大门户的搜狐校友录、网易
同学录相比，更重要的是网民大多都已在其他的校友录中“扎了根”，再把校友录搬到一个
新的网站来难度颇大。因为用户使用习惯已经养成，对网站有“粘性”了。想依靠提供博客功
能来吸引用户的ＳＮＳ网站也遇到一个问题：博客功能太多会分散精力，专注的事情可能
就做不好了。有些ＳＮＳ网站的博客功能其实就是一个简单的记事本。这样简陋的功能是很
难吸引用户的。
ＳＮＳ未来方向在哪里
诸如此类的ＳＮＳ网站已为相当多用户所诟病。从上面的分析可以看出，看似功能丰富、
用户群体定位混淆的ＳＮＳ网站前景并不令人看好。那么，ＳＮＳ网站的未来走向究竟是怎
样的呢？
ＳＮＳ网站必须更加专注，用户定位应该放在商务人士群体，成为商务人士的高效率网
络工具。到２００５年初，中国网民总数已经突破１亿人，这么多的用户里面一部分是网吧
里面“打游击”，还有一些是对网络依赖程度不高的家庭用户，只有上班族的商务人士对网
络的依赖程度高，对新事物接受速度快，也因为工作需要拓展自己的交际圈子。因此要做好
ＳＮＳ网站，就要从商务人士入手，把商务功能做好。
与前面那些在色情上打擦边球的ＳＮＳ相比，ＳＮＳ网站中也有特色内容的探索者，以
国内ＳＮＳ新贵联络家为代表，记者以用户身份注册后发现，联络家面向大中华地区的专
为拓展商务人士交际圈。这类网站提供电子名片下载功能，而且基本上保证了“实名注册”，
与以往简单交友网站用户的乌烟瘴气相比，这里有严格的好友分类管理、层级设置，用户可
以自己决定是否要和某人建立联系，以及要通过哪个途径去接触或结识某人等，这也有效
的保护了用户的隐私。
可见，以商务功能为主的ＳＮＳ网站可以看作是对过去交友网站用户的一次“细分”，筛
选出那些商务人士等固定人群，而平时人们工作生活都需要建立人脉关系，联络家已经网
罗了近３万各行各业专业人士，６０００位以上的高级主管 并且用户数还在急剧的膨胀
中，比如，你是记者，你可以搜索一下找到其他媒体的记者、编辑，或者找到“对口”公司总
裁、ＣＥＯ等，而这些恰恰是建立在真实资料的前提下。
面对这么多初露头角的概念，博客、ＳＮＳ等都无疑是互联网下一代内容的细化或延伸，
而就像当年互联网泡沫时一样，越来越多的人加入了这场“圈地运动”中来，虽然我们承认
Ｐ２Ｐ、Ｂｌｏｇ、ＲＳＳ、ＳＮＳ等新概念的革命性，也承认这些的确给中国的１亿网民带
61
来了新鲜感，但一样的尴尬会出现：商业模式在哪？赢利模式又在哪？（■曹增光）
1. http://www.sum.com
2.http://www.amazon.com
3.http://www.versace.com/flash.html
4.http://www.landsend.com
5.http://www.harryanddavid.com
6.http://www.proquest.com
7.http://www.ebsco.com/home
8.http://www.aol.com
9.http://www.monster.com/geo/siteselection.asp
10.http://www.nytimes.com
11.http://www.washingtonpost.com
12.http://www.travelocity.com/
13.http://www.carsdirect.com/home
14.https://us.etrade.com/e/t/home
15.http://www.insure.com
16.http://www.indymacbank.com
17.http://www.webmd.com
18.http://www.salon.com
19.http://www.britannica.com
20.http://www.levi.com
21.http://www.amazon.com/exec/obidos/tg/browse/-/171280/ref=rd%5Ftru%5Fhp
%5FSTE/103-6093296-5155809
22.http://www.nttdocomo.com
23.http://www.toyota.com
24.http://www.aclu.com
25.http://www.leefit.com
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(1) Models used to generate revenue on the Web

-Web catalog
-Digital content sales
-Advertising-supported
-Advertising-subscription mixed
-Fee-for-transaction and fee-for-service
(2) Companies undertaking electronic commerce initiatives sometimes
-Form strategic alliances
-Contract with channel distribution managers
-Firms must understand how the Web differs from other media
-Enlisting the help of users when building test versions of the Web site is a good way to
create a site that represents the organization well
-Firms must also understand the nature of communication on the Web
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Chapter 4 marketing on the web
（第四章网络营销）

4.1 Web Marketing Strategies
4.2 Communicating with Different Market Segments
4.3 Beyond Market Segmentation: Customer Behavior and Relationship Intensity
4.4 Advertising on the Web
4.5 E-Mail Marketing
4.6 Technology-Enabled Customer Relationship Management
4.7 Creating and Maintaining Brands on the Web
4.8 Search Engine Positioning and Domain Names
1.When to use product-based and customer-based marketing strategies

2.Communicating with different market segments
3.Customer relationship intensity and the customer relationship life cycle
4.Using advertising on the Web
5.E-mail marketing
6.Technology-enabled customer relationship management
7.Creating and maintaining brands on the Web
8.Search engine positioning and domain name selection
-acquisition cost 争取成本：网站吸引访问者所花费的全部费用称为争取成本。
-active ad（rich media ad）活动式广告：这是在原页面（不是新打开窗口）上浮动的广
告。
-ad view 广告访问：如果访问者点击横幅广告来打开广告主的页面，此动作就叫点阅
广告。
-affiliate marketing 关联营销：一家企业的网站(关联企业)上有另一家企业的网站上所
售产品的描述、评价、评级和其他信息及到后者的链接。对每个沿着关联网 h
-banner ad 横幅广告：网页上出现的一个显示静态或动态图形的矩形窗口，内有到广告
65
主网站的链接。
-banner advertising network 横幅广告网络：这是广告主与刊登广告的网站之间的经纪公
司。
-banner exchange network 横幅广告交换网站：负责安排横幅广告的共享，让其他网站
显示一家公司的广告，而这些公司的网站同时也显示其他公司的广告。
-behavioral segmentation 行为细分：根据客户行为创造不同的体验称为行为细分。
-brand leveraging 品牌延伸：对著名网站很有效的一种方法就是利用其优势地位将品牌
延伸到其他产品和服务上，即品牌延伸。
-cause marketing 理想营销：即支持一家慈善机构的关联营销活动。这时的关联网站是
为支持慈善机构（支持一个“理想”）而建立的。当访问者点击关联网站上的一联
-click-through 点阅广告：如果访问者点击横幅广告来打开广告主的页面，此动作就叫
点阅广告。
-conversion cost 转变成本：网站为吸引访问者采购、缴费或注册所花的全部费用称为转
变成本。
-conversion rate 转换率：是指响应广告者占收到广告者的比率。
-conversion 转变：将新访问者变成客户称为转变。
-crawler(robot) 网络爬虫(网络机器人)：检索引擎的一部分程序，可以自动频繁检索
WWW 以找到相应的页面。
-customer life cycle 客户生命周期：客户在五个不同阶段的行为变化可以称为客户生命
周期。
-customer value 客户价值：客户从产品中得到的好处减去总成本的结果称为客户从交
易中得到的客户价值。
-demographic segmentation 人口细分：根据年龄、性别、家庭人口、收入、教育程度、宗教
信仰或种族等信息对客户细分既人口细分。
-domain name hosting(domain name parking)域名寄存(域名挂靠)：允许域名所有者建立
一个简单的网站(往往只有一个页面)来保证域名处于使用状态。
-four Ps of marketing 4P 营销：即产品、价格、促销与渠道。
-geographic segmentation 地理细分：细分变量是是位置，公司按照客户的居住或办公
的位置对客户分类，即地理信息。
-impression 印象：广告每次下载称做一个印象。
-life-cycle segmentation 生命周期细分：用五个阶段对客户进行细分称为生命周期细分。
-market segmentation 细分市场：广告主为解决效果降低的问题，不得不设法识别较小
规模的市场并把特定的广告信息送达到这类小市场的行为叫做市场细分。
-marketing mix 营销组合：为销售产品与服务所用手段的组合。
-marketing strategy 营销战略：公司在决定所用的手段后，这种特定的营销组合成为营
销战略。
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-micromarketing 微观营销：将很小的细分市场作为目标市场的行为称为微观营销。
-occasion segmentation 场合细分：由于客户行为细分往往基于特定的场合，因此也称
为场合细分。
-one-to-one marketing 一对一营销：这种针对每个客户完全定制产品与服务的方法成为
一对一营销。
-opt-in e-mail 许可电子邮件：向那些询问过某个专题或特定产品信息的人发送的电子
邮件称为许可电子邮件。
-page view 页面访问：访问者下载的每个页面计做一次页面访问。
-pay-per-click model 点击收费模式：只要访问者进入点击，公司网站就要向关联网站
付费，这类似于横幅广告的点阅模式。
-pay-per-conversion model 转换收费模式：只有访问者变成客户时公司才会向关联网站
付费。
-permission marketing、customer relationship management、electronic customer relationship
management(eCRM)、technology-enabled customer relationsh
-pop-behind ad 弹底式广告：在弹出式广告之后紧跟一个命令恢复原浏览器窗口，这样
就将广告窗口放在用户浏览器之后，等用户关闭浏览器之后就会看到广告。
-pop-up ad 弹出式广告：用户打开或关闭一个窗口时出现一个广告窗口，此窗口没有
浏览器常规的控制工具，唯一关闭广告的方法就是点击窗口右上方的关闭窗口控。
-price 价格：客户购买产品愿意支付的金额。
-product 产品：公司所销售的实体产品或服务。
-promotion 促销：传播产品信息的所有手段。
-psychographic segmentation 心理细分：用社会阶层、个性或生活方式等变量对客户细分。
-rational branding 理性的突出品牌：商人们试图通过使用理性的突出品牌在网页上创建
和维护品牌。
-retained customer 保留住的客户：首次采购之后多次回到网站的客户成为保留住的客
户。
-retention cost 维系成本：网站吸引客户回头并再次采购所花的全部费用称为维系成本。
-search engine placement(search engine positioning) 检索引擎放置(检索引擎排位)：让公
司的网站地址出现在检索引擎结果的前列称为检索引擎放置(检索引擎 C
-search engine ranking 搜索引擎排位：让公司的网站地址出现在检索引擎结果的前列称
为搜索引擎排位。
-search engine 搜索引擎：是帮助人们搜寻网上信息的网站。
-search utility 检索工具：从索引里查询匹配的页面，然后生成一个页面到检索结果链
接的清单。
-shopping cart 购物车：是负责跟踪客户选定的商品并自动处理结算的网站功能。
-site sponsorship 站点赞助关系：给予广告主一个机会去促进他们的产品、服务或者品牌，
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以一个比在站点上投放横幅广告或者弹出式广告更微妙的方式。
-skyscraper ad 擎天柱广告：将广告放在页面一侧，不论用户如何拖动滚动条时都能一
直看到广告。
-touchpoint consistency 接触点一致性：在所有接触点提供同样水平和质量的服务称为
接触点一致性。
-touchpoint 接触点：在线与离线的客户接触点统称为接触点。
-trigger words 触发词：可以设法让访问者留下来了解网站提供的产品与服务的文字成
为触发词。
-URL broker URL 经纪公司：专门从事销售或拍卖其他公司感兴趣的域名。
-usage-based market segmentation 用法细分：按照客户使用网站的行为模式来定制访问
体验称为用法细分。
-viral marketing 病毒营销：是靠现有顾客把自己所喜欢的产品或服务告诉他人——潜
在顾客。这种策略很像关联营销。
4.1 web marking strategies（第 1 节网络营销策略）
(1) Four Ps of marketing

(2) Product-Based Marketing Strategies
(3) Customer-Based Marketing Strategies
When to use product-based and customer-based marketing strategies
(1)In this section,you will learn how companies are using the web in their marketing
strategies to advertise their products and services and promote their reputations.
(2)companies are classifying customers into groups and creating targeted messages for each
group.
(3)introduce you to some of the ways companies are making money by selling advertising on
their web sites.
4.1 web marking strategies
(1) Four Ps of marketing
－Product
－Price
－Promotion
－Place
(2) Product-Based Marketing Strategies
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·When creating a marketing strategy
·Most office supply stores on the Web
(3) Customer-Based Marketing Strategies
·Good first step in building a customer-based marketing strategy
·B2B sellers
TRUE/FALSE
1.When creating a marketing strategy, managers must consider both the nature of their
products and the nature of their potential customers.
ANS: T REF: 168
2.On the Web, retailers can provide separate virtual spaces for different market segments.
ANS: T REF: 175
3.In the four Ps of marketing, the issue of place is the need to have products or services
available in many different locations.
ANS: T REF: 168
MULTIPLE CHOICE
1.The four Ps of marketing include ____.
a.product, principle, place, and price
b.product, principle, promotion, and price
c.place, promotion, product, and price
d.principle, place, price, and promotion
ANS:C REF:167
2.In the four Ps of marketing, the issue of place is also called ____.
a.location
b.delivery
c.distribution
d.marketing mix
ANS:C REF:168
3.The issue of _____(also called distribution)is the need to have products or services
available in many different locations.
a.place
b.product
c.price
d.brand
ANS:A REF:168
4.One company using a product-based marketing strategy is ____.
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a.Staples
b.AltaVista
c.MasterCard
d.WeddingChannel.com
ANS:A REF:168
5.One company using a customer-based marketing strategy is ____.
a.Staples
b.Sabre Holdings
c.MasterCard
d.WeddingChannel.com
4.2 communicating with different market segments

(1)Communicating with Different Market Segments
(2)Trust and Media Choice
(3)Trust in Three Information Dissemination Models
(4)Market Segmentation
(5)Television Advertising Messages Tailored to Program Audience
communicating with different market segments.
(1)Identifying groups of potential customers
(2)the selection of communication media to carry the marketing message
(3)Media selection
4.2 communicating with different market segments
(1)Communicating with Different Market Segments
·Identify groups of potential customers

·Media selection
·Challenge for online businesses
(2)Trust and Media Choice
·The Web is an intermediate step between mass media and personal contact
·Cost of mass media advertising can be spread over its audience
·Companies can use the Web to capture some of the benefits of personal contact, yet avoid
some of the costs inherent in that approach
(3)Trust in Three Information Dissemination Models
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(4)Market Segmentation
·Targeting specific portions of the market with advertising messages

·Segments
·Micromarketing
·Geographic segmentation
·Demographic segmentation
·Psychographic segmentation
(5)Television Advertising Messages Tailored to Program Audience
TRUE/FALSE
1.Using the Web to communicate with potential customers offers many of the cost savings of
mass media but none of the advantages of personal contact selling.
ANS:F REF:172
2.Mass media offers the highest level of trust.
ANS:F REF:173
3.In a virtual world, companies can convey a large part of their message by the way they
construct buildings and design their floor space.
ANS: F REF: 172
4.On the Web, retailers can provide separate virtual spaces for different market segments.
ANS: T REF: 175
MULTIPLE CHOICE
1.The Web is a(n) ____ step between mass media and personal contact.
a.first
b.intermediate
c.virtual
d.mandatory
ANS:B REF:172
2.Market ____ are usually defined in terms of demographic characteristics such as age,
gender, marital status, income level, and geographic location.
a.principles
b.segments
c.courses
d.researches
ANS:B REF:173
3.this practice of targeting very small market segments is called ___.
a.micromarketing
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b.market segmentation
c.geographic segmentation
d.psychographic segmentation
ANS:A REF:173
4.In _____, marketers try to group customers by variables such as social class, personality, or
their approach to life.
a. psychographic segmentation
b. geographic segmentation
c. micromarketing
d. market segmentation
ANS:A REF:173
5.Identifying specific portions of a market and targeting them with specific advertising
messages is called market_____.
a.researches
b.segmentation
c.marketing mix
d.marketing strategies
ANS:B REF:173
4.3beyond market segmentation: customer behavior and relationship
intensity
(1)Beyond Market Segmentation: Customer Behavior and Relationship Intensity
(2)Behavior-Based Categories(行为细分)
(3)Customer Relationship Intensity and Life-Cycle Segmentation(客户关系程度与生命周期
细分)
(4)Five Stages of Customer Loyalty(客户忠诚的五个阶段)
(5)Five-stage Model of Customer Loyalty
(6)Acquisition, Conversion, and Retention of Customers(客户的争取、转变与维系)
(7)Customer Acquisition, Conversion, and Retention: The Funnel Model(漏斗模型)
(8)Funnel Model of Customer Acquisition, Conversion, and Retention
Familiar with Customer behavior and relationship intensity.
(1)segmentation using customer behavior;
(2)customer relationship intensity and life-cycle segmentation;
(3)acquisition, conversion and retention(维系) of customers;
(4)the funnel model(漏斗).
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4.3 beyond market segmentation: customer behavior and relationship intensity(客户行为和
客户关系程度)
(1)Beyond Market Segmentation: Customer Behavior and Relationship Intensity
Segmentation Using Customer Behavior
·Behavioral segmentation(行为细分)
·Occasion segmentation(场合细分)
·Usage-based market segmentation(基于用法的市场细分)
(2)Behavior-Based Categories
·Simplifiers(贪图方便者)
·Surfers(网上冲浪者)
·Bargainers(寻求联系者)
·Connectors(循规蹈矩者)
·Routiners(运动娱乐者)
(3)Customer Relationship Intensity and Life-Cycle Segmentation
·One goal of marketing is to create strong relationships between a company and its customers
·Good customer experiences can help create intense feeling of loyalty
·Touchpoints(接触点)
·Touchpoint consistency(接触点一致)
(4)Five Stages of Customer Loyalty
(5)Five-stage Model of Customer Loyalty
·Awareness:(知晓)
·Exploration:(了解)
·Familiarity:
·Commitment:(承诺)
·Separation:(分离)
·Life-Cycle Segmentation
例如：Donnelley Marketing 公司提供细分市场营销数据库，将传统直销业的研究扩展
到互联网上，为网上企业提供服务。图片 043091003.gif
(6)Acquisition, Conversion, and Retention of Customers
·Acquisition cost(争取成本)
·Conversion(转变)
·Conversion cost(转变成本)
·Retained customers
(7)Customer Acquisition, Conversion, and Retention: The Funnel Model
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·Marketing managers need to have a good sense of how their companies acquire and retain
customers
·Funnel model(漏斗模型)
(8)Funnel Model of Customer Acquisition, Conversion, and Retention
TRUE/FALSE
1.“Clickwords” is a term for words used to prompt a visitor to stay and investigate the
products or services offered on a site.
ANS:F REF:179
2.One goal of marketing is to create strong relationships between a company and its
customers.
ANS:T REF:181
3.The reason that one-to-one marketing and usage-based segmentation are so valuable is that
they help to strengthen companies’ relationships with its customers.
ANS: T REF: 181
4.Good customer experiences can help create an intense feeling of loyalty toward the
company and its products or services.
ANS: T REF: 181
5.Companies want to see customers move into the separation stage only if they are costing
more to serve than they are worth.
ANS: T REF: 183
MULTIPLE CHOICE
1. A(n) ____ is the part of a Web site that keeps track of selected items for purchase and
automates the purchasing process.
a.trigger word
b.shopping cart
c.marketspace
d.padlock
ANS:B REF:179
2.One group of active Internet users, ____, are intensive users of chat rooms, instant
messaging services, electronic greeting card sites, and Web-based e-mail.
a.routiners
b.surfers
c.sportsters
d.connectors
ANS:D REF:181
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3.Online and offline customer contact points are often called ____.
a.page views
b.touchpoints
c.trigger words
d.spiders
ANS:B REF:182
4.The total amount of money that a site spends, on average, to draw one visitor to the site is
called ____.
a.CPM
b.acquisition cost
c.conversion cost
d.retention cost
ANS:B REF:184
5.Customers who return to the site one or more times after making their first purchases are
called ____.
a.sponsors
b.retained customers
c.shoppers
d.crawlers
ANS:B REF:184
4.4 advertising on the web

(1)Banner Ads(横幅广告)
(2)other web ad formats
(3)site sponsorships( 站点赞助关系)
(4)effectiveness of online advertising
(1)familiar with the banner ads
(2)Knowing about other web ad formats
(3)site sponsorships
(1)familiar with the banner ads
(2)other web ad formats
(3)site sponsorships
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4.4 advertising on the web
·Banner ad
·Interactive marketing unit (IMU) ad formats(互动营销部广告版式)
·Banner exchange network
·Banner advertising network
IAB Universal Ad Package Guidelines(IAB 通用广告包指南)
Cost per thousand (CPM)(每千人成本法)
·Trial visit(尝试访问)
·Page view
·Impression
(1)Banner Ads
·Banner ad placement:
·Measuring banner ad cost and effectiveness:
(2)Other Web Ad Formats
·Pop-up ad(弹出式广告)
·Ad-blocking software(广告屏蔽软件)
(3)Site Sponsorships
·Give advertisers a chance to promote products, services, or brands in a more subtle(微妙的)

way
·Helps build brand images and develop reputation(声誉) rather than generate immediate sales
·The effectiveness of online advertising remains difficult to measure.

·Online ads advertising can be an important element in a comprehensive marketing strategy.
·online advertising is much more effective if it is properly targeted.
例如：可以从访问 adage 公司的网页里面看到当前的在线广告效果的评价。
044101003.gif
TRUE/FALSE
1. The benefits of acquiring new visitors are the same for Web businesses with different
revenue models.
ANS:F REF:183
2. A banner ad is a small rectangular object on a Web page that displays a stationary or
moving graphic without a hyperlink to the advertiser.
ANS:F REF:187
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MULTIPLE CHOICE
1. A(n) ____ coordinates ad sharing so that other sites run one company’s ad while that
company’s site runs other exchange members’ ads.
a.banner exchange network
b.banner discount network
c.banner replacement network
d.banner link network
ANS: A REF: 187
2. A(n) ____ occurs when a visitor requests a page from the Web site.
a. page load
b. visit
c. page access
d. index
ANS:B REF:189
3.The pricing metric for measuring Web site advertising is ____.
a.CPM
b.ACT
c.CME
d.CEM
ANS:A REF:189
4. The first time that a particular visitor loads a Web site page is called a(n) ____.
a.trial visit
b.fresh visit
c.repeat visit
d.page visit
ANS:A REF:189
5. A large banner ad called a(n) ____ is designed to be placed on the side of a Web page and
remain visible as the user scrolls down the page.
a.skyscraper ad
b.tower ad
c.scroll ad
d.vertical banner
ANS:A REF:191
4.5 E-mail marketing

(1) Permission Marketing(许可营销)
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(2) Combining Content and Advertising(合并内容与广告)
(3) Outsourcing E-Mail Processing(外包电子邮件处理业务)
(1)permission marketing
(2)combining content and advertising
(3)outsourcing E-mail processing
(1)conversion rate
(2)opt-in e-mail
(3)permission marketing
4.5 E-Mail Marketing
·Sending one e-mail message to a customer

·Conversion rate(转换率)
·Opt-in e-mail
·permission marketing
·combining content and advertising
·outsourcing e-mail processing
TRUE/FALSE
1. A key element in any e-mail marketing strategy is to obtain customers’ approvals before
sending them any e-mail that includes a marketing or promotion message.
ANS: T REF: 194
2.Sending one e-mail message to a customer can cost less than one cent if the company
already has the customer’s e-mail address.
ANS: T REF: 194
3.A banner ad is a small rectangular object on a Web page that displays a stationary or
moving graphic without a hyperlink to the advertiser.
ANS: F REF: 187
4.The benefits of acquiring new visitors are the same for Web businesses with different
revenue models.
ANS: F REF: 183
MULTIPLE CHOICE
1.The marketing strategy that includes the practice of sending e-mail messages to people who
have requested information on a particular topic or product is part of ____ marketing.
a.active
78
b.conversion
c.permission
d.passive
ANS: C REF: 194
2.The ____ rate of an advertising method is the percentage of recipients who respond to an ad
or promotion.
a.trigger
b.click-through
c.retention
d.conversion
ANS: D REF: 194
3.____ ads generate graphical activity that "float" over the Web page instead of opening in a
separate window.
a.Interstitial
b.Active
c.Pop-up
d.Float
ANS: B REF: 192
4.A large banner ad called a(n) ____ is designed to be placed on the side of a Web page and
remain visible as the user scrolls down the page.
a.skyscraper ad
b.tower ad

(1)technology-enabled customer relationship management(技术支持的客户关系管理)
(2)Technology-Enabled Relationship Management and Traditional Customer Relationships
(1) what is Clickstream
(2)definition of Technology-enabled relationship management and it's relative words
(1)clickstream
(2)customer relationship management
(3)electronic customer relationship management(eCRM)
(4)marketspace
(5)technology-enabled customer relationship management
(6)technology-enabled relationship management
79
(1)Technology-Enabled Customer Relationship Management
·Clickstream(点击流)
·Technology-enabled relationship management
(2)Technology-Enabled Relationship Management and Traditional Customer Relationships
客户关系管理模型 046061003.gif
TRUE/FALSE
1.Branded products are more difficult to advertise and promote.
ANS: F REF: 197
2.Product differentiation is the first condition that must be met to create a product service or
brand.
ANS: T REF: 197
3.Technology-enabled relationship management is often called customer relationship
management.
ANS: T REF: 195
4.The conversion rate of an advertising method is the percentage of recipients who respond to
an ad or promotion.
ANS: T REF: 194
5.A key element in any e-mail marketing stragegy is to obtain customers' approvals.
ANS: T REF: 194
MULTIPLE CHOICE
1. ____ relationship management occurs when a firm obtains detailed information about a
customer's behavior, preferences, needs, and buying patterns and uses that information to set
prices, negotiate terms, tailor promotions, add product features, and otherwise customize its entire
relationship with that customer.
a.Technology-enabled
b.Communication-enabled
c.Product-based
d.Relationship-based
ANS: A REF: 195-196
2.The information that a Web site can gather about its visitors is called a(n) ____.
a.clickstream
b.ad view
c.marketing mix
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d.occasion segmentation
ANS: A REF: 195
3.Technology-enabled relationship management is often called ____.
a.relationship management
b.customer relationship management
c.automated relationship management
d.domain name management
ANS: B REF: 196
4.Researchers Jeffrey Rayport and John Sviolka distinguish between commerce in the
physical world, and commerce in the information world, which they term the ____.
a.marketspace
b.marketplace
c.marketstore
d.marketmall
ANS: A REF: 196
4.7 Creating and Maintaining Brands on the Web

(1)Elements of Branding(品牌的要素)
(2)Emotional(感性) Branding vs. Rational(理性) Branding
(3)Brand Leveraging Strategies(品牌延伸策略)
(4)Brand Consolidation Strategies(品牌整合策略)
(5)Costs of Branding
(6)Affiliate(关联) Marketing Strategies
(7)Viral Marketing Strategies(病毒营销策略)
(1)familiar with the elements of branding
(2)emotional branding vs. rational banding
(3)costs of branding
(4)affiliate marketing strategies
(1)Elements of Branding
(2)Emotional Branding vs. Rational Branding
(3)Brand Leveraging Strategies
(4)Affiliate Marketing Strategies
4.7Creating and Maintaining Brands on the Web
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(1)Elements of Branding
·product Differentiation(产品差异性)
·Relevance(关联性)
·Perceived value(认知价值)
(2)Emotional(感性的) Branding vs. Rational(理性的) Branding
·Emotional appeals
·Rational branding(理性的品牌创建)
(3)Brand Leveraging Strategies(品牌延伸策略)
-A well-established web sites to extend their dominant positions to other products and
services
(4)Brand Consolidation Strategies(品牌整合策略)
-A single registry that connects to several local and national department and gift stores
(5)Costs of Branding
·Transferring existing brands to the Web or using the Web to maintain an existing brand is
much easier and less expensive than creating an entirely new brand on the Web.
·Promoting any company's web presence should be an integral(完整的) part of brand(品牌)
development and maintenance(维系).
(6)Affiliate Marketing Strategies(合作营销策略)
·Affiliate marketing
·Affiliate site(合作站点)
·Cause marketing
(7)Viral Marketing Strategies(病毒营销策略)
·Relies on existing customers to tell other people about products or services they have
enjoyed using
·Example
*Electronic greeting card company
*Purchases very little advertising, but grew rapidly
TRUE/FALSE
1.Branded products are more difficult to advertise and promote.
ANS: F REF: 197
2.Product differentiation is the first condition that must be met to create a product service or
brand.
ANS: T REF: 197
3.Emotional branding works well on the Web.
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ANS: F REF: 199
4.Rational branding relies on a broad emotional appeal.
ANS: F REF: 199
5.The Web expands the types of communication channels available.
ANS: T REF: 202
MULTIPLE CHOICE
1.In the information world's marketspace, digital products and services can be delivered
through ____.
a.US mail
b.Federal Express
c.UPS
d.the Internet
ANS: D REF: 196-197
2.One of the key elements of a brand is ____.
a.marketspace
b.style
c.perceived value
d.micromarketing
ANS: C REF: 197
3.____ is the first condition that must be met to create a product or service brand.
a.Product differentiation
b.Perceived value
c.Relevance
d.Permission marketing
ANS: A REF: 197
4."Is this product or service good?" implies the brand element of ____.
a.differentiation
b.perceived value
c.relevance
d.quality
ANS: B REF: 198
5.Companies have traditionally used ____ appeals in their advertising and promotion efforts
to establish and maintain brands.
a.permitted
b.perceived
c.rational
d.emotional
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ANS: D REF: 199

(1)Search Engines and Web Directories(搜索引擎与网络目录)
(2)Paid Search Engine Inclusion and Placement
(3)Web Site Naming Issues(网站命名的问题)
(1)Search Engine Positioning and Domain Names
·Search engine
·Index or database
(2)Paid Search Engine Inclusion and Placement
·Paid placement
·Search engine placement brokers
(3)Web Site Naming Issues
·Domain names
-Companies often buy more than one
*Example: Yahoo! owns the name Yahow.com
048071001.gif
·URL brokers(URL 经纪人)
·ICANN
·Domain name parking
TRUE/FALSE
1. The weighting of the factors that search engines use to decide which URLs appear first on
searches for a particular search term is called search engine directory.
ANS: F REF: 204
2.The fees charged for domain name hosting are much higher than that charged for hosting an
active Web site.
ANS: F REF: 208
3.Obtaining identifiable names on the Web is an important part of establishing a Web
presence.
ANS: T REF: 206
4.Companies often buy more than one domain name.
ANS: T REF: 207
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5.Rich media ads are less intrusive than pop-up ads.
ANS: F REF: 192
MULTIPLE CHOICE
1.A method for calculating affiliate commissions based on the number of visitors converted
to customers is a(n) ____.
a.click model
b.pay-per-conversion model
c.click-through model
d.life-cycle model
ANS: B REF: 201
2.When visitors click a link on the affiliate's Web page, a donation is made by a(n) ____
company.
a.advertising
b.marketing
c.not-for-profit
d.sponsoring
ANS: D REF: 201
3.A(n) ____ saves the expense of handling inventory, advertising and promoting the product,
and processing the transaction.
a.affiliate
b.partner
c.sponsor
d.Web site
ANS: A REF: 200
4. The company’s ____ should always be included on product packaging and in mass media
advertising on radio, television, and in print.
a.URL
b.history
c.shipping address
d.business model
ANS: A REF: 200
Case 1
99114 发力网库黄页建成中国网络黄页新模式
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2005/07/26　赛迪网
　　时至 2005 年 7 月，已经没有人再怀疑网络营销的巨大功效了，最近的一次调查，中
国互联网络信息中心(CNNIC)在北京证实了让人惊讶的数字——接近 1 个亿人已经成为互
联网上的冲浪者。蜂拥而至的企业们争相在这个前所未有的大市场卖力的吆喝。
互联网上的淘金热一热再热。
　　网络搜索工具类网站一片火热，Google,百度，雅虎旗下的一搜与 3721，以及各大
门户网站提供的搜索，还有大量的不大知名的搜索网站，拼了命的都在争抢企业客户，一
时间，搜索排名，关键字，实名成为互联网上推广的最为熟悉的名词，企业们在众多的搜
索网站中选来选去，恨不得把自己的网站直接变成用户的桌面，一时间以搜索为主的推广
方式好不热闹。
　　但是，在热闹背后，人们好像忽略了那看起来古老又传统的中国黄页行业。殊不知，这
一传统行业的领袖——网库黄页正以前所未有的发展速度，扎实稳健、目标明确、有系统的
成长起来，其借助“多媒体黄页平台”与“矩阵式构架”这两只强有力的双翼已经积累了 10
万家注册企业客户，并且急速签约新客户，大有一统天下的势头。
　　那么什么是“多媒体黄页平台”与“矩阵式构架”呢？
　　所谓的多媒体黄页平台，就是不仅仅在网络上有着非常专业的网络黄页以及单一的上
网或推广，而是把上网——推广——互动变成一站式的服务，而且还前所未有的将纸媒黄
页、电话黄页、短信黄页、手机黄页、地图黄页整合成为综合性网络黄页平台，让人们通过各
种渠道了解到企业的服务和产品，“网库黄页”已经成功的搭建成了我国首家多媒体黄页平
台。从而树立了标志着我国网络黄页事业进入“综合性多媒体黄页时代”的里程碑。
　　“多媒体黄页平台”的成功搭建，实际上是为企业搭建了一个展示自我的大舞台，进一
步讲，为企业增加销售量、提升品牌价值、提高整体竞争力而提供全方位的支持，网库黄页
利用了几乎所有的现有沟通模式，将黄页这一传统行业的内在价值充分提升，营造成为一
个企业与企业之间，企业与受众之间，企业与政府事业单位之间多方发展，共同促进的商
务平台。这一创新，正是基于对现阶段网络营销的核心思想的理解，即通过合理利用各项资
源，实现营销信息的有效传递，为营造有利于企业发展经营的大环境奠定了基础。
　　而所谓 “矩阵式构架”则是由“区域+行业”搭建而成。网库黄页经过聘请专家研讨，市
场调查等形式，敏锐的觉察到，互联网发展的最终结果将是企业网络应用为主导，而企业
网络应用的前途必然是在地域划分的基础上，越来越精细的划分行业网站。也就是说，精细
的行业网站，将成为网络营销的切入点。正是看到了广大中国企业的网络营销的迫切需要，
网库黄页提出了联合各个细分行业中的知名企业，共建 114 行业网的构想。希望通过与广
大行业的领军企业共同建设 114 行业网站，利用 114 品牌和中国网库遍布全国的营销渠
道，为企业实现真正的产业融合和信息化营销助一臂之力。
　　同时网库黄页还提出两种行业网站建设方案：区域 114 行业网（香港 114 房产网）、
全国性 114 行业网（如 114 皮革网）。当合作伙伴的业务主要集中在某个区域展开时，网
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库选择与其合作建设区域 114 行业网站，而合作伙伴业务遍布全国或多个省市时，网库选
择与其合作建设全国性的 114 行业网站。正是这种与企业共同发展，互利共赢，灵活运作
的指导思想，为“矩阵式”的成功搭建奠定了基础。“区域+行业”中的“区域”，是指网库黄页
在全国的地域范围内，已经建成并运作良好的 600 个 114 城市区域黄页网站，几乎遍布
了我国所有的经济较为发达的地区。而“行业”则是指在良好运行区域黄页的同时，网库黄页
还成功的搭建了 200 家专门服务于各个行业的全国性网站。而更令人惊讶的是，网库黄页
还在同时针对具体城市的同时，又兼顾此城市的具体行业而量身打造的黄页网站——地域
行业黄页网，例如，中国火锅 114 网，中国本溪汽车 114 网等。将已经在网库黄页成功注
册的企业用户的商业信息，通过“区域加行业”这样相互交叉的“矩阵”模式，最大限度的出
现到客户受众或合作伙伴的视野里。到目前为止，中国网库全国收费企业会员已经超过了
10 万家，分公司 80 余家，市场人员 3000 多名。2005 年，中国网库将平均保持每月设立
10 家分公司、开发 10 家代理公司的速度发展，力争到 2005 年底，全国拥有实现盈利的
分支机构 200 个，全国总员工数达到 4000 人以上。
　　我们观察到，网库黄页之所以获得巨大成功的原因，主要是控制住了在网络营销中人
们普遍认同的营销信息需要解决的 5 大注意事项：（1）网络营销信息传递高效率性；
（2）网络营销信息传递方式多样化；（3）网络营销信息传递渠道多样化；（4）网络营
销中的信息传递的交叉性；（5）在网络营销信息传递过程中的信息丢失程度。
　　此外，我们通过查询资料了解到中国黄页发展的必然性。在日本黄页收入 15.57 亿美
元，占广告业收入比例 3.4% ，占电信业收入比例 2.9%。澳大利亚黄页收入 5.6 亿美元，
占广告业收入比例 12.1% ，占电信业收入比例 4.5% 。新加坡黄页收入 0.7 亿美元，占广
告业收入比例 9.5% ，占电信业收入比例 4.3% 。中国香港地区黄页收入 0.57 亿美元，占
广告业收入比例 3% ，占电信业收入比例 2.7% 。而中国黄页收入 0.33 亿美元，占广告业
收入比例 0.3%，通过数据的对比和分析，从中我们可以清晰的看出中国市场目前黄页行
业的蕴含着巨大的潜力，相信这也正是网库黄页决策者立志于筹建多媒体平台与矩阵构架
的主要原因之一。
Case 2
海尔网络营销成功营运多年
2005/07/05　东方早报
　　作为中国家电企业的一面旗帜，海尔在网络营销上也走在了很多企业的前面。
　　早在 2002 年，海尔就建立起了网络会议室，在全国主要城市开通了 9999 客服电话
的做法。在“非典”时真正体现出它巨大的商业价值和独有的战略魅力。海尔如鱼得水般地坐
在了视频会议桌前调兵遣将。
　　通过 BBP 交易平台，每月接到 6000 多个销售订单，定制产品品种逾 7000 个，采购
的物料品种达 15 万种。新物流体系降低呆滞物资 73.8%，库存占压资金减少 67%。
　　几年前，海尔集团采用了 SAP 公司为之搭建的国际物流中心，成为国内首家达到世界
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领先水平的物流中心。“网络营销远非广告和销售渠道，它更重要的是企业系统化的网络体
制。”王汝林认为海尔就是这种典范。
　　赢得全球供应链网络
　　在要么触网、要么死亡的互联网时代，海尔作为国内外一家著名的电器公司，迈出了非
常重要的一步。海尔公司 2000 年 3 月开始与 SAP 公司合作，首先进行企业自身的 ERP 改
造，随后便着手搭建 BBP 采购平台。从平台的交易量来讲，海尔集团可以说是中国最大的
一家电子商务公司。
　　海尔集团首席执行官张瑞敏在评价该物流中心时说：“在网络经济时代？一个现代企业？
如果没有现代物流？就意味着没有物可流。对海尔来讲，物流不仅可以使我们实现 3 个零的
”
目标，即零库存、零距离和零营运资本，更给了我们能够在市场竞争取胜的核心竞争力。在
海尔，仓库不再是储存物资的水库，而是一条流动的河，河中流动的是按单来采购生产必
须的物资，也就是按订单来进行采购、制造等活动，这样，从根本上消除了呆滞物资、消灭
了库存。海尔集团每个月平均接到 6000 多个销售订单，这些订单的定制产品品种达 7000
多个，需要采购的物料品种达 15 万余种。新的物流体系将呆滞物资降低了 73.8%，仓库面
积减少了 50%，库存资金减少了 67%。
　　海尔通过整合内部资源，优化外部资源使供应商由原来的 2336 家优化至 978 家，国
际化供应商的比例却上升了 20%，建立了强大的全球供应链网络，有力地保障了海尔产品
的质量和交货期。不仅如此，更有一批国际化大公司已经以其高科技和新技术参与到海尔产
品的前端设计中，目前可以参与产品开发的供应商比例已高达 32.5% ，实现三个
JIT(justintime 即时)，即 JIT 采购、JIT 配送和 JIT 分拨物流的同步流程。
　　目前通过海尔的 BBP 采购平台，所有的供应商均在网上接受订单，并通过网上查询计
划与库存，及时补货，实现 JIT 采购；货物入库后，物流部门可根据次日的生产计划利用
ERP 信息系统进行配料，同时根据看板管理 4 小时送料到工位，实现 JIT 配送；生产部门
按照 B2B、B2C 订单的需求完成订单以后，满足用户个性化需求的定制产品通过海尔全球
配送网络送达用户手中。目前海尔在中心城市实行 8 小时配送到位，区域内 24 小时配送到
位，全国 4 天以内到位。
　　计算机网络连接新经济速度
　　在企业外部，海尔 CRM(客户关系管理)和 BBP 电子商务平台的应用架起了与全球用
户资源网、全球供应链资源网沟通的桥梁，实现了与用户的零距离。目前，海尔 100%的采
购订单由网上下达，使采购周期由原来的平均 10 天降低到 3 天；网上支付已达到总支付
额的 20%。在企业内部，计算机自动控制的各种先进物流设备不但降低了人工成本、提高了
劳动效率，还直接提升了物流过程的精细化水平，达到质量零缺陷的目的。计算机管理系统
搭建了海尔集团内部的信息高速公路，能将电子商务平台上获得的信息迅速转化为企业内
部的信息，以信息代替库存，达到零营运资本的目的。
　　海尔在物流方面所做的探讨与成功，尤其是采用国际先进的协同电子商务系统进一步
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提升了海尔的核心竞争力。
(1)http://www.dell.com/
(2)http://www.amazon.com/
(3)http://www.msn.com/
(4)http://www.sohu.com/
(5)http://www.befree.com/
Referances（本章参考文献）:
1. Blankenhorn,D.2001."Bigger,Richer Ads Go Online,"Advertising Age,June 18,T10.

2. Del Franco,M.and P.miller.2003."Reevaluating Affiliate Marketing,"Catalog Age,May 1,6.
3.Delio,M.2001."Kozmo Kills the Messenger," Wired News, April 13.
(http://www.wired.com/news/business/0,1367,43025,00.html)
4.Miles,S.2001."People Like Us: The Net Takes Customized Marketing to a Whole New
Level," The Wall Street Journal,April 23, R30.
5.Wind,Y.and V.Mahajan.2002."Convergence Marketing,"Journal of Interactive
Marketing,16(2),Spring,64-80.
(1)Four Ps of marketing
-Product, price, promotion, and place
(2)Market segmentation
-Using geographic, demographic, and psychographic information can work well on the Web
(3)Types of online ads
－Pop-ups, pop-behinds, and interstitials
(4)Technology-enabled customer relationship management can provide better returns for Web
businesses
(5)Firms on the Web can use rational branding instead of emotional branding techniques
(6)Critical for many businesses is successful search engine positioning and domain name
selection
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Chapter 5 B2B strategies: from EDI to EC
（第五章 B2B 策略：从 EDI 到电子商务）

5.1 Purchasing, Logistics, and Support Activities
5.2 Electronic Data Interchange (EDI)
5.3 EDI on the Internet
5.4 Supply Chain Management
5.5 Electronic Marketplaces and Portals
（ 1 ） Strategies that businesses use to improve purchasing, logistics, and other support
activities
（2）Electronic data interchange and how it works
（3）How businesses are moving electronic data interchange operations to the Internet
（ 4 ） Supply chain management and how businesses are using the Internet and Web
technologies to improve it
（ 5 ） Electronic marketplaces and portals that make purchase-sale negotiations easier and
more efficient
Accredited Standards Committe X12(ASC X12)公认标准委员会：该委员会及其分会由八
百多家企业和组织的信息系统专业人员组成。
American National Standards Institute(ANSI)美国国家标准协会：是成立于 1918 年的美
国国家标准的协调组织。
automated clearing house(ACH)自动清算所：是处理借记支付工具支票为主体的自动化
票据交换所，并按规定时限轧差结算资金，是批处理支付系统。
customer portal 客户门户：除了提供专属店铺外，零件编码表、产品使用指南、安全信息
以及其他卖方加入行业电子集市时不愿意提供的其他信息。
direct connection EDI 直接连接 EDI：它要求网络上每个企业都运行自己的 EDI 翻译计
算机。这些 EDI 翻译计算机通过调制解调器以及拨号电话线或专线直接相连。
direct materials 直接物料：是指在生产过程中进入成品的物料。
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EDI compatibleEDI 兼容：如果企业是以特定标准形式来交换数据，则称企业是 EDI 兼
容的。
EDI-capable banksEDI 银行：支持 EDI 业务的银行指的是通过 VAN 传输结算和汇兑数
据的银行。
e-government 电子政务：政府开始利用电子商务来提供自己的支持活动的效率，以便
为利益相关者（公民、企业及其他组织）提供更好的服务，这些活动称为电子政务。
e-procurement software 电子采购软件：帮助企业通过浏览器来管理采购工作。
e-sourcing 电子来源：在获得和资源活动中的互联网技术的使用称为电子来源。
financial EDI(FEDI)金融 EDI：向贸易伙伴的银行发出指令的 EDI 报文标准称为金融
EDI。
financial VANs(FVANs)金融增值网：就是一些非银行的 VAN，它们可以把金融报文标
准翻译成 ACH 格式并发送到不能支持 EDI 业务的银行。
independent exchange 第三方交易中心：不是由本行业某家公司建立的市场。
indirect connection EDI 间接连接 EDI：贸易伙伴之间通过 VAN 而不是把各自的计算机
直接连接来传递信息的方法称为间接连接 EDI。
indirect materials 间接物料：是公司采购的其他物料，包括工厂采购的砂纸、扳手和机
床的备换零件等。
industry consortia-sponsored marketplace 行业电子集市：是由某个行业多家大采购者联
合建立的电子集市。
industry marketplace 行业电子集市：强调专注于一个行业。
internet EDI(web EDI、open EDI)互联网 EDI：这种新型的 EDI 提供了许多超出传统 EDI
的服务，能够帮助贸易伙伴实现更多的信息交换，而这些信息交换往往是 EDI 标准报文无
法满足的。
knowledge management 知识管理：是专门收集、分类和发布有关企业、产品和业务流程
的信息。
maintenance, repair, and operating(MRO)保养、维修与运营(MRO)：很多企业经常性地采
购这些间接性物料，其中大部分是通用商品，即采购时通常以价格作为主要判别标准的标
准产品。这些间接性物料一般称为保养、维修与运营(MRO)。
nonrepudiation 不可否认：不可否认就是证明一笔交易确实已经发生，它防止了交易各
方反悔或否定交易的有效性。
private company marketplace 专属电子集市：是希望自己经营电子集市的公司所开办的
电子集市，可以进行拍卖、询价以及电子采购软件完成的其他职称。
private store 专属店铺：有口令保护，很多产品的价格根据谈判结果给予折扣，但要求
客户的采购量不低于某个最低数量。
public marketplace 公共电子集市：对行业的新入者开放的电子集市。
radio frequency identification devices(RFIDs)射频鉴定设备：使用无线电频率播送跟踪存
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货清单的小的芯片。
replenishment purchasing（contract purchasing）补给采购：大型的制造公司诸如汽车制
造商涉及两种类型的直接物料采购，第一种类型的采购称为补给采购。
spend 花费：一个公司在一年内所购买的货物和服务的美元总数。
supply alliances 供应联盟：供应链成员之间形成的这种长期合作关系称为供应联盟。
supply chain management 供应链管理：这种主动同供应商合作来改进产品和业务流程
的过程称为供应链管理。
supply chain 供应链：生产及流通过程中，涉及将产品或服务提供给最终用户活动的上
游与下游企业，所形成的网络结构。
third-party logistics(3PL) provider 第三方后勤提供者：当运输和货运公司从事经营全部
或者一项用户的材料运动活动的大的部分的生意时，公司被称为第三方后勤提供者。
tier one suppliers 一级供应商：开展供应链管理的企业努力与少数几家大的供应商建立
长期的合作关系，这些供应商称为一级供应商。
tier three suppliers 三级供应商：向二级供应商供应零部件和原材料的供应商。
tier two suppliers 二级供应商：一级供应商同样与更多的零部件和原材料的供应商建立
长期的合作关系，后者称为二级供应商。
ultimate consumer orientation 最终消费者导向：很长的供应链上的公司发现很难专注于
满足消费者的需求，即建立最终消费者导向。
value added banks 增值服务银行：为非金融交易提供 VAN 服务的银行称为增值服务银
行。
vertical portals(vortals)垂直门户（门户）：交易中心为本行业成员提供了网上门户，常
称之为垂直门户。
5.1 Purchasing, Logistics, and Support Activities（第 1 节采购、物流和支
持活动）
(1) Purchasing activities

(2) Direct vs. Indirect Materials Purchasing
(3) Logistics Activities(物流活动)
(4) Support activities
(5) E-Government
(6) Network Model of Economic Organization
(1) Strategies that businesses use to improve purchasing, logistics, and other support
activities
(2)Learn about E-government
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(1)The characteristic of purchasing, logistics, and support activities
(2) A purchasing or logistics strategy
(3) Economic organizations
5.1 Purchasing, Logistics, and Support Activities
（1）Purchasing activities
-Include identifying vendors(寻找卖主), evaluating vendors, selecting specific products, and
placing orders(发订单)
·Supply chain
-Part of an industry value chain that precedes a particular strategic business unit
·Procurement (获取)
-Includes all purchasing activities, plus monitoring of all elements of purchase transactions
·Supply management
-Term used to describe procurement activities
·Sourcing
-Procurement activity devoted to identifying suppliers and determining their qualifications
·E-procurement or e-sourcing
-Use of Internet technologies in procurement and sourcing activities
Steps in a Typical Business Purchasing Process
（2）Direct vs. Indirect Materials Purchasing
·Direct materials
-Materials that become part of the finished product in a manufacturing process
·Replenishment purchasing(补给采购)
-The company negotiates long-term contracts for most of the materials that it will need
·Indirect materials
-Other materials that the company purchases, including factory supplies
（3）Logistics Activities
·Include managing
-Inbound movements of materials and supplies
-Outbound movements of finished goods(制成品) and services
·Objective of logistics(后勤目标)
-To provide the right goods in the right quantities in the right place at the right time
·Logistics management(后勤管理)
-Important support activity for both sales and purchasing activities
Using Materials-Tracking Technologies with EDI and Electronic Commerce
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·Radio frequency identification devices (RFIDs)(无线电频率识辨装置)
-Small chips that use radio transmissions to track inventory(存货)
-New development is the passive RFID tag
-Passive(被动的) RFID tag(标签) does not need a power source
-Small enough to be installed on the face of credit cards or sewn(缝合) into clothing items
（4）Support Activities
·Support activities
-Include categories of finance and administration, human resources, and technology
development
·Knowledge management
-Intentional(专门) collection, classification, and dissemination(发布) of information about a
company, its products, and its processes
（5）E-Government
·Use of electronic commerce by governments and government agencies to
-Perform functions for their stakeholders
-Employ people, buy supplies from vendors, and distribute benefit payments
-Collect taxes and fees from constituents
TRUE/FALSE
1. An emerging characteristic of purchasing, logistics, and support activities is that they need
to be flexible.
ANS: T REF: 221
2. FedEx and UPS have freight-tracking Web pages available to their customers.
ANS: T REF: 225
3.Direct materials that companies buy on a recurring basis are MRO supplies.
ANS: F REF: 223-224
4.Online Benefits is a firm that duplicates its clients' human resource functions on a
password-protected Web site that is accessible to clients' employees.
ANS: T REF: 226
5.In 1999, Ericsson launched a Web site to facilitate knowledge management.
ANS: T REF: 226
MULTIPLE CHOICE
1.The term ____ generally includes all purchasing activities, plus the monitoring of all
elements of purchase transactions.
a.procurement
b.logistics
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c.distribution
d.sales
ANS: A REF: 221
2.W.W. Grainger is a(n) ____.
a.Music store
b.MRO supplier
c.computer supplier
d.book wholesaler
ANS: B REF: 224
3.____ activities include managing the inbound movements of materials and supplies and the
outbound movements of finished goods and services.
a.Procurement
b.Logistics
c.Transaction
d.Production
ANS: B REF: 225
4.The classic objective of ____ has always been to provide the right goods in the right
quantities in the right place at the right time.
a.procurement
b.logistics
c.transaction processing
d.production
ANS: B REF: 225
5.One common support activity that underlies multiple primary activities is ____.
a.record-keeping
b.auditing
c.training
d.regulation
ANS: C REF: 226
（ 1 ） Strategies that businesses use to improve purchasing, logistics, and other support
activities
（2）Learn about E-government
（3）The characteristic of purchasing ,logistics ,and support activities
（4）A purchasing or logistics strategy
（5）Economic organizations
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5.2 electronic data interchange
(1)Early Business Information Interchange Efforts(早期的业务信息交换)
(2)Emergence of Broader EDI Standards(广泛的 EDI 标准的出现)
(3)How EDI Works (EDI 的工作原理)
(4)Value-Added Networks (增值网)
(1)familiar with Early Business Information Interchange Efforts
(2)knowing about the emergence of Broader EDI Standards
(3)how EDI works
（1）How EDI Works EDI
（2）Value-Added Networks
5.2 electronic data interchange
Electronic Data Interchange (EDI)

·EDI is the computer-to-computer transfer of business information between two businesses
·EDI compatible firms are firms that exchange data in specific standard formats
-Business information exchanged is often transaction data
·Most B2B electronic commerce is an adaptation of EDI or based on EDI principles
（1）Early Business Information Interchange Efforts
·1950s
Companies began to use computers to store and process internal transaction records
·1968
Number of freight and shipping companies formed the Transportation Data Coordinating
Committee (TDCC)
·TDCC created a standardized information set
（2）Emergence of Broader EDI Standards
·American National Standards Institute (ANSI) (美国国家标准协会)

-Has been the coordinating body for standards in the United States since 1918
-Does not set standards itself
-Has created a set of procedures for the development of national standards
-Accredits committees that follow set procedures
·Accredited Standards Committee X12 (ASC X12)(公认标准委员会)
-Chartered by ANSI to develop uniform EDI standards
-Includes information systems professionals from over 800 businesses and other
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organizations
·Transaction sets(交易集合)
-Names of formats for specific business data interchanges
Commonly Used ASC X12 Transaction Sets
·1987
-United Nations published its first standards under the title EDI for Administration,
Commerce, and Transport (EDIFACT, or UN/EDIFACT)
·Late 2000
-ASC X12 organization and UN/EDIFACT group agreed to develop one common set of
international standards
Commonly Used UN/EDIFACT Transaction Sets
（3）How EDI Works
·EDI
-Implementation can be complicated
·Example
-Consider a company that needs a replacement for one of its metal-cutting machines
-Paper-based purchasing process
* Buyer and vendor are not using any integrated software
* Information transfer between buyer and vendor is paper based
Information Flows in the Paper-Based Purchasing Process
Information Flows in an EDI Purchasing Process
·Direct connection EDI

-Requires each business in the network to operate its own on-site EDI translator computer
-EDI translator computers are connected directly to each other using modems and dial-up
telephone lines or dedicated leased lines
·Indirect connection EDI
-To send an EDI transaction set to a trading partner
* VAN customer connects to the VAN then forwards an EDI-formatted message to the VAN
* VAN logs the message and delivers it to the trading partner’s mailbox
* Trading partner then dials in to the VAN and retrieves its EDI-formatted messages
Advantages of Using a VAN
·Users need to support only the VAN’s one communications protocol
·The VAN
-Records message activity in an audit log(审核日志)
-Can provide translation between different transaction sets used by trading partners
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-Can perform automatic compliance checking
Direct Connection EDI
Disadvantages of Using a VAN
·Cost
-Most VANs require an enrollment fee, a monthly maintenance fee, and a transaction fee
·Using VANs can become cumbersome and expensive for companies that want to do business
with a number of trading partners, each using different VANs
TRUE/FALSE
1. Most B2C electronic commerce is an adaptation of EDI.
ANS: F REF: 230
2.IBM Global Services and Computer Associates are companies that provide VAN services.
ANS: T REF: 238
3.The ASC X12 organization and the UN/EDIFACT group agreed in late 2000 to develop one
common set of international standards.
ANS: T REF: 233
4.One of the major advantages of VANs is cost.
ANS: F REF: 238
5.The up-front cost of implementing indirect connection EDI, including software, VAN
enrollment fee, and hardware, typically exceeds $500,000.
ANS: F REF: 239
MULTIPLE CHOICE
1.The ____ is enabling the shift from hierarchical forms of economic organization to network
forms.
a.Web
b.computer
c.LAN
d.client/server
ANS: A REF: 230
2.The roots of Web technology for B2B transactions lie in a very hierarchically structured
approach to interfirm information transfer called ____.
a.client/server
b.TCP/IP
c.Object technology
d.electronic data interchange
ANS: D REF: 230
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3.The ____ has been the coordinating body for standards in the U.S. since 1918.
a.ACM
b.IEEE
c.ANSI
d.DPMA
ANS: C REF: 232
4.____ requires each business in the network to operate its own on-site EDI translator
computer.
a.Indirect connection EDI
b.Direct connection EDI
c.Repeated EDI
d.Wired EDI
ANS: B REF: 238
5.____ allows trading partners to pass messages through the VAN instead of connecting their
computers directly to each other.
a.Indirect connection EDI
b.Direct connection EDI
c.Loop EDI
d.VAN EDI
ANS: A REF: 238
（1）Familiar with Early Businesses Information Interchange Efforts
（2）Knowing about the emergence of Broader EDI Standards
（3）How EDI Works
5.3 EDI on the internet

(1)Open Architecture of the Internet(互联网开放体系结构)
(2) Financial EDI(金融 EDI)
(1)Familiar with the Open Architecture of the Internet
(2)Financial EDI
（1）Open Architecture of the Internet
（2）Financial EDI
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5.3 EDI on the internet
·Initial roadblocks(初始的障碍) to conducting EDI over the Internet

-Concerns about security
-Internet’s inability to provide audit logs and third-party verification of message transmission
and delivery
·Nonrepudiation(认可)
-Ability to establish that a particular transaction(交易) actually occurred
·Internet EDI or Web EDI

-EDI on the Internet
·Open architecture of the Internet allows trading partners unlimited opportunities for
customizing information interchanges
·New tools such as XML help trading partners be even more flexible in exchanging detailed
information
·EDI transaction sets that provide instructions to a trading partner’s bank

·Automated clearing house (ACH) system
-Service that banks use to manage accounts with each other
·EDI-capable banks
-Equipped to exchange payment and remittance data through VANs
·Value-added banks (VABs)
-Banks that offer VAN services for nonfinancial transactions
·Financial VANs (FVANs)
-Nonbank VANs that can translate financial transaction sets into ACH formats
TRUE/FALSE
1.By coordinating the efforts of supply chain participants, firms that engage in supply chain
management are reaching beyond the limits of their own organization's hierarchical structure and
creating a new network form of organization among the members of the supply chain.
ANS: T REF: 242
2.By engaging competitors in cooperative, long-term relationships, companies have found
that they can work together with these competitors to identify new ways to provide their own
customers with faster, cheaper, and better services.
ANS: F REF: 242
3.EDI on the internet is called WEB EDI.
ANS: T REF: 241
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4.Value-added banks are banks theat are equipped to exchange payment and remittance data
through VANs.
ANS: F REF: 242
5.By engaging competitors in cooperative, long-term relationships, companies have found
that they can work together with these competitors to identify new ways to provide their own
customers with faster, cheaper, and better services.
ANS: F REF: 242
MULTIPLE CHOICE
1.When companies integrate their supply management and logistics activities across multiple
participants in a particular product’s supply chain, the job of managing that integration is called
____.
a.supply chain management
b.procurement management
c.enterprise resource planning
d.total quality management
ANS: A REF: 242
2.The long-term relationships that are created among participants in the supply chain are
called ____.
a.quality partners
b.JIT alliances
c.supply alliances
d.joint suppliers
ANS: C REF: 243
3.Businesses that engage in supply chain management work to establish long-term
relationships with a small number of very capable suppliers called ____.
a.tier-one suppliers
b.primary suppliers
c.secondary suppliers
d.supply alliances
ANS: A REF: 243
4.Supply chain management was originally developed as a way to ____.
a.attract customers
b.negotiate with suppliers
c.reduce costs
d.improve manufacturing quality
ANS: C REF: 242
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（1）Familiar with the Open Architecture of the Internet
（4）Finacial VANS

(1)Value Creation in the supply chain(供应链中的价值创造)
(2)Internet technologies and the Supply Chain(互联网技术与供应链)
(1) Familiar with the Value Creation in the supply chain
(2) Familiar with the Internet technologies and the Supply Chain
（1）Value Creation in the supply chain
（2）Internet technologies and the Supply Chain
（3）Building and Maintaining Trust in the Supply Chain
（1）Supply Chain Management Using Internet Technologies
·Supply chain management

-Used to add value in benefits to the ultimate consumer at the end of the supply chain
·Tier one suppliers(一级供应商)
-Develop long-term relationships with a large number of suppliers
·Tier two suppliers(二级供应商)
-Manage relationships with the next level of suppliers
·Tier three suppliers(三级供应商)
-Provide tier two suppliers with components and raw materials
·Supply alliances(供应联盟)
-Long-term relationships created among participants in the supply chain
·Key element of successful supply chain management
-Clear communications and quick responses
·Major disadvantage of using Internet technologies in supply chain management
-The cost of the technologies
·Dell 供应链的推/拉流程（链接图片 054051001.gif）
Advantages of Using Internet Technologies in Supply Chain Management
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Suppliers can:
·Share information about customer demand fluctuations(波动).
·Receive rapid notification(通知) of product design changes and djustments.
·Provide specifications and drawings more efficiently.
·Increase the speed of processing transactions.
·Reduce the cost of handling transactions.
·Reduce errors in entering transaction data.
·Share information about defect rates and types.
（2）Internet Technologies and the Supply Chain
·Using Internet Technologies to Increase Efficiency in the Supply Chain

-find ways to increse process speed, reduce costs, and increase manufacturing flexibility in
order to respond to changes in the quantity and nature of ultimate consumer demand.
·Using Internet Technologies to Create an Ultimate Consumer Orientation(最终客户导向)
- to help each company in the chain focus on meeting the needs of the consumer at the end of
the supply chain.
TRUE/FALSE
1.The ultimate goal of supply chain management is to achieve a higher-quality or lower cost
product at the end of the chain.
ANS: T REF: 242
2.A passive RFID tag does not need a power source.
ANS: T REF: 246
3.The major issue that most companies must deal with in forming supply chain alliances is
developing network relationships.
ANS: F REF: 247
called JIT alliances.
ANS: F REF: 243
relationships with a small number of very capable suppliers called primary suppliers.
ANS: F REF: 243
MULTIPLE CHOICE
called ____.
a.quality partners
b.JIT alliances
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c.supply alliances
d.joint suppliers
ANS: C REF: 243
relationships with a small number of very capable suppliers called ____.
a.tier-one suppliers
b.primary suppliers
c.secondary suppliers
d.supply alliances
ANS: A REF: 243
developing ____.
a.standard procedures
b.open communication channels
c.network relationships
d.trust
ANS: D REF: 247
（1）Supply Chain Manegement
（2）Familiar with the Internet technologies and the Supply Chain
（3）Value Creating in the supply chain
（4）Internet technologies and the Supply Chain
（5）Building and Maintaining Trust in the Supply Chain
5.5 Electronic Marketplaces and Portals

(1) Independent Industry Marketplaces(独立行业集市)
(2) Private Stores and Customer Portals(专属店铺与客户门户)
(3) Private Company Marketplaces(专属电子集市)
(4) Industry Consortia-Sponsored Marketplaces(行业共同电子集市)
(1)Knows about the Independent Industry Marketplaces
(2)Familiar with Private Stores and Customer Portals
(3)Private Company Marketplaces
(4)Industry Consortia-Sponsored Marketplaces
（1）vertical portals(vortals)
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（2）industry marketplace
（3）independent exchange
（4）public marketplace
（5）independent industry marketplace
（6）private store
（7）private company marketplace
（8）industry consortia-sponsored marketplace
（9）customer portal
（10）e-procurement software
（11）private company marketplace
5.5Electronic Marketplaces and Portals
·Vertical portals (vortals)(垂直门户)

-Offer a doorway (or portal) to the Internet for industry members
-Vertically integrated
（1）Independent Industry Marketplaces
·Industry marketplaces
-Focused on a single industry
·Independent exchanges
-Not controlled by a company that was an established buyer or seller in the industry
·Public marketplaces
-Open to new buyers and sellers just entering the industry
ChemConnect Home Page
（2）Private Stores and Customer Portals
·Private store
-Has a password-protected entrance
-Offers negotiated price reductions on a limited selection of products
·Customer portal sites
-Offer private stores along with services
（3）Private Company Marketplaces
·E-procurement software
-Allows a company to manage its purchasing function through a Web interface
·Private company marketplace
-A marketplace that provides auctions, request for quote postings, and other features
（4）Industry Consortia-Sponsored Marketplaces
·Formed by several large buyers in a particular industry
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·Covisint
-Created in 2000 by a consortium of DaimlerChrysler, Ford, and General Motors
·In the hotel industry Marriott, Hyatt, and three other major hotel chains formed a consortium
to create Avendra
Characteristics of B2B Marketplaces
TRUE/FALSE
1.Public marketplace open to new buyers and sellers just entering the industry.
ANS: T REF: 248
2.A private company marketplace is a marketplace formed by several large buyers in a
particular industry.
ANS: F REF: 252
3.A(n) private marketplace has a password-protected entrance and offers negotiated price
reductions on a limited selection of products.
ANS: T REF: 251
4.Public marketplaces are open to new buyers and sellers entering the industry.
ANS: T REF: 248
5.Covisint is a marketplace that was created in 2000 by a consortium of DaimlerChrysler,
Ford, and General Motors.
ANS: T REF: 252
MULTIPLE CHOICE
developing ____.
a.standard procedures
b.open communication channels
c.network relationships
d.trust
ANS: D REF: 247
2.A(n) ____ has a password-protected entrance and offers negotiated price reductions on a
limited selection of products.
a.customer portals marketplace
b.private marketplace
c.private store
d.independent exchange
ANS: C REF: 251
3.A(n) ____ is a marketplace that provides auctions, request for quote postings, and other
106
features to companies that want to operate their own marketplace.
a.private store
b.customer portals marketplace
c.private exchange
d.private company marketplace
ANS: D REF: 252
4.A(n) ____ is a marketplace formed by several large buyers in a particular industry.
a.private company marketplace
b.private store
c.industry consortia-sponsored marketplace
d.customer portals marketplace
ANS: C REF: 252
（1）Electronic Marketplaces and Portals
（2）Knows about the Independent Industry Marketplaces
（3）Private Stores and Customer Portals
（4）Private Company Marketplaces
（5）Industry Consortia-Sponsored Marketplaces
Introduction Case
[Introduction]
General Electric(GE) is one of the largest and most successful companies in the world. GE
Lighting, which produces over 30,000 different kinds of lightbulbs in its 28 North American plants
and other locations around the world. The raw materials used in making lightbulbs are fairly
standard items: glass, aluminum, various insulating plastics, and filament materials. However, a
major portion of each lightbulb’s cost is the money that GE Lighting spends on indirect materials
and parts for the machines used to fabricate and assemble the bulbs. These indirect materials and
parts must conform to detailed specifications that GE stores on more than 3 million blueprints and
other design drawings.
[Problem]
Unfortunately, the bidding process at GE Lighting had become very slow and inefficient.
Each transaction required the Purchasing Department to request the relevant blueprints, photocopy
them, attach them to other material specification documents, and mail the whole package to
107
suppliers that might be interested in bidding on the item. It would often take Purchasing personnel
more than four weeks to gather the information, send it to potential suppliers, obtain and evaluate
suppliers’ bids, negotiate with the chosen suppliers, and place an order. These long delays were
limiting GE Lighting’s flexibility and ability to respond to requests from its customers.
[Solution]
By applying the tools of electronic commerce to these purchase transactions, GE Lighting

was able to make major improvements to the entire parts acquisition process. Today, Purchasing
personnel have access to a procurement system through their desktop computers. When they need
to buy replacement parts for a machine, they create a new purchase file that includes basic
quantity, delivery date, and delivery location information. Then, from a list generated by a
continually updated supplier database, they select suppliers from which they request quotes.
Finally, they attach electronic copies of all necessary blueprints and engineering drawings, which
are now digitized and stored in another database; with a mouse click, they send the entire bid
package off in an encrypted format to all the selected suppliers.
[Result]
Assembling the bid package now takes hours instead of a week or more. Suppliers are asked
to respond within a short time period—usually a week－through the internet. The Purchasing staff
member can evaluate the returned bids and award a contract online, completing the entire process
in about 10 days.
[What We can Learn]
The most significant savings for GE Lighting were in process—time reduction—from four
weeks or more to 10 days—and in the elimination of paper and the costs of handling paper.
However, the company also realized other benefits. Because the online system made it easier to
send out bid packages, the Purchasing Department could send out more bids to a wider range of
suppliers. In particular, many foreign suppliers that had been difficult to reach with mailed bid
packages could be included in the solicitation for quotes. The increased competition drove down
prices; GE Lighting has saved up to 20 percent on many of these items since moving the bid and
learning whether GE Lighting will award them the contract; this makes their production planning
easier.

（1）http://www.huangshi.gov.cn/
（2）http://www.fedex.com/us/tracking/
（3）http://www.ecediinc.com/
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（4）http://www.supply-chain.org/
（5）http://ca.com/
(1)Ayers,J.1999."Supply Chain Strategies,"Information Systoms

Management,16(2),Spring,72-80.
(2)Forbes.2000."B2B...to Be?"166(5),August 22,124-128.
(3)Hamel,G.2000."waking Up IBM,"Harvard Bussiness Review,78(4),July-August,137-144.
(4)Johnston,M.2000"Government Adopts Electronic Transactions," infoWORD, 22(31),
July31, (5)y,E.2000"From EDI to XML,"cOMPUTERWORLD,34(25),JUNE 19,84-85.
·Companies are using Internet and Web technologies to improve purchasing and logistics
primary activities
·EDI
-First developed by freight companies to reduce the paperwork burden
·Internet
-Now providing the inexpensive communications channel that EDI lacked
·Supply chain management
-Incorporates several elements that can be implemented and enhanced through the use of the
Internet and the Web
·Models for B2B electronic commerce
-Private stores, customer portals
-Private marketplaces
-Industry consortia-sponsored marketplaces
Chapter 6 Online Auctions, Virtual Communities, and Web

Portals
（第六章在线拍卖、虚拟社区和门户网站）
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6.1 Auction Overview
6.2 Online Auctions and Related Businesses
6.3 Virtual Communities and Web Portals
(1)Origins and key characteristics of the seven major auction types

(2)Strategies for Web auction sites and auction-related businesses
(3)Virtual communities and Web portals
Ascending -price auction 出价逐升式拍卖：物品按最后一个出价卖给出价最高的出价人
的这种拍卖。
Bid 出价：愿意为拍卖品出的价格。
Descending-price auction 出价逐降式拍卖：出价从高价开始,一直降到有出价人接受这
个价格为止。
Double auction 双重拍卖：买家和卖家都向拍卖员同时递交价格和数量来出价。
English auction 荷兰式拍卖：式开放式拍卖的一种形式,出价从高价开始,一直降到有出
价人接受这个价格为止。
Escrow service 代管契约服务：代管契约服务先保存卖家的存款,直到收到所购物品并对
质量满意后,再把货款付给卖家。
Intelligent software agent(software robot or bot)智能软件代理：能够在网上检索满足买家
条件的商品的程序,也叫软件代理。
Liquidation broker 清算经纪公司：专为物品寻找买家的公司。
Minimum bid 出价的起价：开始拍卖的价格。
Minimum bid increment 出价的最小增价：是下一个出价必须高于前一个出价的量，大
约是出价金额的 3%。
On line community 在线社区：个人和公司聚集的虚拟场所。
Open auction(open-outcry auction)开放式拍卖：出价是公开的拍卖。
Open-outcry double auction 开放出价双重拍卖：买卖双方的要约要由站在交易所中交易
场地上的交易人喊出来。
Private valuation 预估价：愿意为拍卖品支付的价格。
Proxy bid 委托出价:是允许出价人给出一个出价上限。
Reverse bid 逆向出价：访问者填表描述自己感兴趣的服务，网站将访问者的要求发给
参与的商家,商家会以电子邮件向访问者出价，这种方式称为逆向出价。
110
Reverse auction 逆向拍卖：由商品或服务的卖家来投标的拍卖。
Reverse auction(seller-bid auction)：卖家和买家都向拍卖员同时递交价格和数量来出价。
Shill bidder 雇用出价人：由卖家或拍卖员雇用的人会朝着有利于卖家的方向出价，这
些人被称为雇用出价人。
Sniping software 狙击软件：一直监视拍卖过程，到拍卖结束前的一两秒再出一个刚好
高一点的价格来赢得拍卖的软件。
Vickrey auction 维氏拍卖：出价最高的出价人式按照出价第二高的出价人所出的价格
来购买拍卖品的密封递价次高价拍卖也称为维氏拍卖。
Virtual community 虚拟社区：个人和公司聚集的虚拟场所。
Virtual learning vommunity 虚拟学习社区：远程教育平台上提供了与传统教室相同的方
式，供师生互动的网上社区。
Web community 网上社区：个人和公司聚集的虚拟场所。
Winner's curse 胜者的苦恼：出价人可能会被令人兴奋的竞争出价过程吸引，出价超过
了预估价格,这种心理想象称为胜者的苦恼。
Wireless application protocol(WAP)无限应用协议：
Yankee auction 美式拍卖：如果每种拍卖品有很多数量，允许出价人指定购买量的英式
拍卖称为美式拍卖。
6.1 Auction Overview（第 1 节拍卖概述）
6.1.1 Origins of Auctions 拍卖的起源

6.1.2 English Auctions 英式拍卖
6.1.3 Dutch Auctions 荷兰式拍卖
6.1.4 First-price sealed-bid auctions 密封递价最高价拍卖
6.1.5 Second-price sealed-bid auctions 密封递价次高价拍卖
6.1.6 Open-outcry double auctions 开放出价双重拍卖
6.1.7 Sealed-Bid Double auctions 密封递价双重拍卖
6.1.8 Reverse (seller-bid) auctions 逆向拍卖
(2)How a reverse auction differ from a regular auction
(3)The operation of a typical auction
(1)English Auctions
(2)Dutch Auctions
(3)Online Auctions and Related Businesses
111
6.1 Auction Overview
6.1.1 Origins of Auctions
(1)In an auction, a seller offers an item for sale, but does not establish a price
(2)Bidders(出价人)
Potential buyers
(3)Bids(出价)
Prices bidders are willing to pay for an item
(4)Shill bidders(雇用出价人)
Can artificially (人为的)inflate(抬高) the price of an item
6.1.2English Auctions
(1)Bidders publicly announce their successive higher bids until no higher bid is forthcoming
(2)Open auction(开放式拍卖)
Bids are publicly announced
(3)Minimum bid(出价的起价)
The price at which an auction begins
(4)Reserve price(保留价)
Minimum acceptable price
(5)Yankee auctions(美式拍卖)
English auctions that offer multiple units of an item for sale
(6)Disadvantages
·Winning bidders tend not to bid their full private valuations
·Bidders risk becoming caught up in the excitement of competitive bidding
6. 1.3Dutch Auctions(荷兰式拍卖)
(1)Also called descending-price(出价逐降式) auctions
(2)Form of open auction in which bidding starts at a high price and drops until a bidder
accepts the price
(3)Often better for the seller
(4)Good for moving large numbers of commodity items quickly
Coldwater Creek Dutch Auction of Closeout Merchandise
6. 1.4First-price sealed-bid auction(密封递价最高价拍卖)
(1)Sealed-bid auctions(密封递价拍卖)
Bidders submit their bids independently(各自地)
6. 1.5 Second-price sealed-bid auction(密封递价次高家拍卖)
(1)Second-price sealed-bid auction
Highest bidder is awarded the item at the price bid by the second-highest bidder
112
6. 1.6 Open-outcry double auctions(开放出价双重拍卖)
(1)Open-outcry double auctions
Buy and sell offers are shouted by traders standing in a small area on the exchange floor(交
易场地)
6. 1.7 Sealed-Bid Double Auctions
Buyers and sellers declare combined price-quantity bids.The aucrioneer(specialist) matches
seller offers(lowest to highest)with buyer offers (highest to lowest).Buyers and sellers cannot
modify their bids
6. 1.8 Reverse (seller-bid) auctions(密封递价双重拍卖)
(1)Multiple sellers submit price bids to an auctioneer (拍卖员)who represents a single buyer
(2)Bids are for a given amount of a specific item that the buyer wants to purchase
Conducting reverse auctions
Thousands of companies use the reverse auction model
They may be administered from a company’s Web site or from an intermediary’s site
The bidding process may last a day or more
Bidders may bid only once, but bidders can usually view the lowest bid and rebid several
times
TRUE/FALSE
(1)The Dutch auction is also called an ascending-price auction.
ANS: F REF: 266
(2)In a double auction, buyers and sellers each submit combined price-quantity bids to an
auctioneer.
ANS: T REF: 268
(3)Double auctions can be operated in sealed-bid format only.
ANS: F REF: 268
(4)The most successful consumer auction Web site today (by far) is eBay.
ANS: T REF: 270
(5)All eBay auctions have a minimum bid increment, which is about 10 percent of the bid
amount.
ANS: F REF: 271
MULTIPLE CHOICE:
(1)The English auction is also called a(n) ____.
a.ascending-price auction c.step-price auction
b.descending-price auction d.moving-price auction
ANS: A REF: 265
113
(2)An English auction is sometimes called a(n) ____ because the bids are publicly
announced.
a.semi-closed auction c.open auction
b.closed auction d.semi-open auction
ANS: C REF: 265
(3)A(n) ____ bid is the price at which an auction begins.
a.standard c.minimum
b.maximum d.ceiling
ANS: C REF: 265
(4)English auctions that offer multiple units of an item for sale and that allow bidders to
specify the quantity they want to buy are called ____ auctions.
a.Spanish c.Australian
b.Dutch d.Yankee
ANS: D REF: 265
(5)The ____ auction is a form of open auction in which bidding starts at a high price and
drops until a bidder accepts the price.
a.English c.Australian
b.Dutch d.Spanish
ANS: B REF: 266
(2)How a reverse auction differ from a regular auction
(3)The operation of a typical auction
(4)English Auctions
(5)Dutch Auctions
(6)Online Auctions and Related Businesses
6. 2 Online Auctions and Related Businesses

6.2.1 General Consumer Auctions 普通消费品拍卖
6.2.2 Specialty Consumer Auctions 特殊消费品拍卖
6.2.3 Consumer Reverse Auctions and Group Purchasing Sites 客户逆向拍卖与集体购买网
站
6.2.4 Business-to-Business Auctions 企业间的拍卖
6.2.5 Business-to-Business Reverse Auctions 企业间的逆向拍卖
6.2.6 Auction-Related Services 拍卖相关服务
114
(2)The categories of Auction-Related Services:
(3)Characters of every online Auctions
(1)General Consumer Auctions
(2)Specialty Consumer Auctions
(3)Business-to-Business Auctions
(4)Business-to-Business Reverse Auctions
(5)Auction-Related Services
6.2 Online Auctions and Related Businesses
(1)Three categories of auction Web sites

·General consumer auctions(普通消费品拍卖)
·Specialty consumer auctions(特殊消费品拍卖)
·Business-to-business auctions
(2)Largest number of transactions occurs on general consumer auction sites
6.2.1General Consumer Auctions
(1)Most common format used on eBay

Computerized version of the English auction
(2)eBay English auction
·Allows a seller to set a reserve price(保留价格)
·Bidders are listed
·Bid amounts are not disclosed until after the auction
·Allows sellers to specify that an auction be made private
6.2.2Specialty Consumer Auctions
(1)Specialized Web auction sites

·Meet the need of special interest market segments
(2)Specialty consumer auction sites
·Golf Club Exchange, Cigarbid.com, and Winebid
·Gain an advantage by identifying a strong market segment(明确的细分市场) with readily
identifiable products
6.2.3 Consumer Reverse Auctions and Group Purchasing Sites(集体购物网站)
(1)Reverse bid(逆向出价)
Buyer can accept the lowest offer or the offer that best matches the buyer’s criteria
(2)Priceline.com
Completes many of its transactions from an inventory
115
Operates more as a liquidation broker(清算经济公司)
(3)Group purchasing site(集体购物网站)
-Seller posts an item with a price
-As individual buyers enter bids, the site can negotiate a better price with the item’s provider
-Posted price ultimately decreases as the number of bids increases
6.2.4 Business-to-Business Auctions
(1)Liquidation brokers(清算经纪公司)
-Firms that find buyers for unusable inventory items
(2)Online auctions
-Logical extension of inventory liquidation activities(处理存货) to a new and more efficient
channel, the Internet
(3)Ingram Micro(英迈公司)
-Major distributor of computers and related equipment to value-added resellers(增值经销商)
-Often finds itself with outdated items turned over to liquidation brokers
-Now auctions those items to its established customers
-Auction prices received average about 60 percent of the items’ costs
CompUSA Auctions Home Page
6.2.5 Business-to-Business Reverse Auctions
(1)U.S. Navy and the federal government’s General Services Administration are
experimenting with reverse auctions
(2)The need for trust and long-term strategic relationships with suppliers makes reverse
auctions less attractive in some industries
(3)The use of reverse auctions replaces trusting relationships with a bidding activity that
pits(使竞争)suppliers against each other
Supply Chain Characteristics and Reverse Auctions
6.2.6 Auction-Related Services
(1)Auction escrow services(代管契约服务)

-An independent party that holds a buyer’s payment until the buyer receives the purchased
item and is satisfied with it
(2)Auction directory(拍卖目录) and information services
-Offer guidance for new auction participants
-Offer helpful hints and tips for more experienced buyers and sellers along with directories of
online auction sites
(3)Auction software
For sellers
Software offers services that can help with or automate tasks such as image hosting
116
For buyers
Software observes auction progress and places a bid high enough to win the auction
(4)Auction consignment services
Create online auction for an item
Handle the transaction
Remit the balance of the proceeds
TRUE/FALSE:
(1)Doug Salot started an auction site, JustBeads.com, in 1996.
ANS: F REF: 275
(2)Gordon Brothers Group, another liquidation broker, has been selling the inventory of
failed retailers since 1903.
ANS: T REF: 279
(3)Surveys indicate that as many as 50 percent of all Web auction buyers either do not
receive the items they purchased or find the items to be different from the seller's representation.
ANS: F REF: 282
(4)Sniping software observes auction progress until the last second or two of the auction
clock.
ANS: T REF: 283
(5)The first auctioning software, named Cricket Jr., was written by David Eccles in 1997.
ANS: F REF: 284
MULTIPLE CHOICE
(1)Smaller businesses often sell their unusable and excess inventory to ____, which are firms
that find buyers for these items.
a.inventory specialists c.inventory removal services
b.liquidation brokers d.secondary marketers
ANS: B REF: 278
(2)Which of the following takes an item and creates an online auction for that item, handles
the transaction, and remits the balance of the proceeds after deducting a fee?
a.auction consignment service c.Web community
b.PriceScan d.escrow service
ANS: A REF: 285
(3)Many people think of Priceline.com as a(n) ____ auction site.
a.reverse bid c.sealed-bid
b.shiller d.seller-bid
ANS: D REF: 276
117
(4)On a(n) ____, the seller posts an item with a price. As individual buyers enter bids on an
item the site can negotiate a better price with the items provider. The posted price ultimately
decreases as the number of bids increases, but only if the number of bids increases.
a.sealed-bid site c.group purchasing site
b.reverse bid site d.proxy site
ANS: C REF: 277
(5)The act of placing a winning bid at the last second is called a(n) ____.
a.shill c.snipe
b.proxy d.lock-in
ANS: C REF: 283
(2)The categories of Auction-Related Services:
(3)Characters of every online Auctions
(4)General Consumer Auctions
(5)Specialty Consumer Auctions
(6)Auction-Related Services

6.3.1 Mobile communications technology 移动通信技术
6.3.2 Electronic Marketplaces 电子集市
6.3.3 Intelligent Software Agents 智能软件代理
6.3.4 Virtual Communities 虚拟社区
6.3.5 Early Web Communities 早期的网上社区
6.3.6 Web Community Consolidation 网上社区的合并
6.3.7 Web Portal Revenue Models 门户网站盈利模式
(2)Why eBay is so popular
(3)the marketing tactics used by Web sites to promote their auctions
(1)Electronic Marketplaces
(2)Intelligent Software Agents
(3)Virtual Communities
(4)Web Portal Revenue Models
118
6.3.1Mobile Communications Technology
(1)Cellular-satellite(蜂窝/卫星) communications technology

-Can be packaged with
·Notebook computers
·Personal digital assistants (PDAs)(个人数字助理)
·Mobile phones
(2)Wireless Application Protocol (WAP)(无线应用协议)
-Allows Web pages formatted in HTML to be displayed on devices with small screens
Web Page Displayed on a PDA
6.3.2 Electronic Marketplaces
(1)Marketplaces
-Can serve people who want to buy and sell a wide range of products and services
(2)AvantGo
-Provides PDAs with downloads of Web site contents, news, restaurant reviews, and maps
AvantGo Home Page
6.3.3 Intelligent Software Agents(智能软件代理)
(1)Programs that search the Web and find items for sale that meet a buyer’s specifications
(2)Some software agents focus on a particular category of product
(3)Simon
One of the best shopping agents currently available
6.3.4 Virtual Communities
(1)Gathering place for people and businesses that does not have a physical existence
(2)Exist on the Internet in various forms
Usenet newsgroups
Chat rooms
Web sites
(3)Offer people a way to connect with each other and discuss common issues and interests
(4)Virtual learning community(虚拟学习社区)
One form of a virtual community
(5)Can help companies, their customers, and their suppliers plan, collaborate, and transact
business
(6)Google Answers
Gives people a place to ask questions that are answered by an expert for a fee
Google Answers Page
6.3.5 Early Web Communities
119
(1)The WELL ( “whole earth ’lectronic link”)
One of the first Web communities
Predates the Web
(2)Tripod
Founded in 1995 in Massachusetts(马萨诸塞州)
Offered its participants free Web page space, chat rooms, news and weather updates, and
health information pages
6.3.6 Web Community Consolidation(合并)
(1)Virtual communities for consumers

Can succeed as money-making propositions if they offer something sufficiently valuable to
justify a charge for membership
6.3.7 Web Portal Revenue Models

·Web portals are so named because the goal is to be every Web surfer’s doorway to the Web
·One rough measure(粗略指标) of stickiness(黏度) is how long each user spends at the site
·Nielsen//NetRatings determine site popularity by measuring the number of unique visitors
·Web portals
-High visitor counts can yield high advertising rates
-Companies that run Web portals add sticky features such as chat rooms, e-mail, and calendar
functions(日程表)
Stickiness of Popular Web Sites
(2)Mixed Revenue(混合模式) Portals
·Time Warner’s AOL unit
-One of the most successful Web portals
-Charges a fee to users and has always run advertising on its site
·Yahoo!
-Now charges for the Internet phone service originally(以前的) offered at no cost
(3)Internal Web Portals
·Run on intranets
·Can save significant amounts of money by replacing the printing and distribution of paper
memos(纸面报告), news letters, and other correspondence
·Can become a good way of creating a virtual community among employees
TRUE/FALSE
(1)Strategies that build on a combination of virtual communities and other activities are
called Web portal revenue models.
120
ANS: T REF: 292
(2)Intelligent software agents are programs that search the Web and find items for sale that
meet a buyer's specifications.
ANS: T REF: 288
(3)Portals conducting monetizing campaigns are unconcerned about visitor backlash.
ANS: F REF: 294
(4)Salon.com was one of the first Web communities.
ANS: F REF: 289
(5)Many colleges and universities now offer courses that use distance learning platforms such
as Blackboard or WebCT for student-instructor interaction.
ANS: T REF: 289
MULTIPLE CHOICE:
(1)A(n) ____ is a gathering place for people and businesses that do not have a physical
existence.
a.auction c.lock-in community
b.online community d.escrow service
ANS: B REF: 289
(2)An example of a software agent is ____.
a.CigarBid c.JustBeads
b.Simon d.eBay
ANS: B REF: 288
(3)Intelligent software agents are also called ____.
a.bots c.brokers
b.shills d.lock-ins
ANS: A REF: 288
(4)By the late 1990s, virtual communities were selling ____ to generate revenue.
a.Web sites c.goods
b.Usenet newsgroups d. advertising
ANS: d REF: 292
(5)Because Web ____ask their members to provide demographic information about
themselves, the potential for targeted marketing is very high.
a.portals c.service
b.community d.page
ANS: REF: 293
121
(2)Why eBay is so popular
(3)the marketing tactics used by Web sites to promote their auctions
(4)Electronic Marketplaces
(5)Intelligent Software Agents
(6)Virtual Communities
网上拍卖
网上拍卖市场是电子商务领域出现的最新的项目之一。一般来说，网上拍卖可以提高成
“
交速度，改善整个拍卖过程，产生良好的经济效益。拍卖室 ”一般都有一个大的显示牌，上
面显示着开始价、商品拍卖信息，交易者向拍卖室中的终端插入会员卡，进行注册。正是这
些终端使交易者得以加入到正在进行的拍卖中。注册后，按下终端上的“开始”按钮，就可加
入到拍卖程序中，接着，时钟上的价格开始下降。这种被称为减价拍卖的拍卖方法，价格由
开始时的高价逐渐下降，下降到任一交易者愿意接受的价格时，由其通过终端停止这种下
降。卖掉的物品将被标上购买认可单。来自任何国家的任何人只要在系统中注册，就可以以
买方或卖方身份加入市场开展交易。买方进入 Internet 网站，浏览当日拍卖信息。根据这些信
息，买者将对这些物品进行评估，并以美元 FOB 价投标。这些标价被传递到卖者处，和其
他顾客的标价一起被自动地分析处理。最后在买卖双方间成交。利用第三国的中介或财务公
司确定付款程序后，物品交由买方运输代理处理。财务公司将佣金交给卖方，拍卖价付给物
品所有者。
中国河北省武安市的李志江是我国第一个通过网上拍卖获得“欧宝”轿车的人。也是武
安市上网的第一人。1999 年 9 月 8 日，李上网到网猎的网站。他看到在网猎上不是随随便便
注册一个 E．mail 就可以竞买竞卖，只有向邮局交纳 300 元的信用保证金成为网猎正式会
员之后才能竞买竞卖。作为中国邮政第三方代为办理和托管保证金。如果想退出网猎，保证
金和利息将全部奉还。网猎还有一些保证会员利益的技术手段，如会员识别系统、信誉反馈
系统等。久在商海的李志江觉得“欧宝车一元起价拍卖”活动绝不是个骗人游戏，而是一个千
载难逢的好机会。于是，第二天他就通过邮局向网猎交纳了保证金，取得了网猎正式会员的
资格。
在前两天中，忙于生意的李志江一直没有时间上网查看竞买状况。但他时时记得这个关
键的截止时间：9 月 15 日 21：00 时。他知道，网上竞买，无论多少人经历了多少轮竞买，
决定胜负的只是在竞买结束前的 10 分钟、8 分钟。
9 月 15 日晚 8：30 分左右，李志江打开电脑，进入他已熟悉的网猎网站。现在页面上显
示代号叫李史的竞买者暂时领先，他在 20：29 分出价 27．9999 万元。10 分钟后，被 lin—
122
hong 加价到 28．0999 万元。6 分钟后，又被人加价到 28．1999 万元。此后，竞买者加价的
“
时间间隔越来越短，频次越来越快。20：55 分，代号叫 clare 的已加价到 28．4999 万元。该
出手了， ” 20：58 分李志江敲入了他的第一次加价： 3 000 元，把价格一下子抬到 28．
7999 万元。他事先已作了充分的市场调查：这款威达 CD99 款欧宝车市价在 31 万元左右，
只要成交价低于 30 万，就值。
20：59 分刚过几秒，屏幕再次被刷新—— linhong，那个同样执著于这辆车的网友竞又
在李志江出价的基础上再加了 3 000 元!李志江来不及多想，两手飞快敲键盘，又发出了加
价 l 000 元的电子邮件。十几秒后，代码 walzi 的出价出现在屏幕上，静止不动了。此时，李
志江倒有些怀疑了：难道这辆市值 31．5 万元的车，果真被我以 29．1999 万元的价格竞得
了吗?
2l：05 分，网猎公司的电话响了，原来是李志江从武安打来的电话确认自己是否真的
竞得了这辆欧宝车。网猎公司明确答复，他就是欧宝车的竞买得主。于是这位武安 01 成为国
内网上竞买汽车第一人。这次欧宝车网上拍卖活动，虽然主办者预先作了全国性的发布，但
是参加者主要还是集中在北京。然而偏偏让河北的李志江拔得了头筹，这是谁都没想到的。
9 月 17 日上午，北京秋雨丝丝。欧宝车网上拍卖活动主办者网猎公司和协办方亚运村
汽车交易市场在亚运村汽车交易市场举行交割仪式。前一日便兴冲冲携款来提车的李志江身
着一件崭新的蓝色衬衫出现在现场。
9 月 18 日，李志江在北京用了一天的时间把他的新欧宝从里到外装饰了一遍。16：30
分，他开着那辆不同一般的欧宝车，行驶在北京一石家庄一武安的京石高速公路上。疾车如
飞，祝愿中国网上竞买式交易一天天火爆。
(1)http://www.ebay.com/
(2)http://www.coldwatercreek.com/
(3)http://www.cbot.com/
(4)http://s1.amazon.com/exec/varzea/subst/home/home.html/104-5555176-6609531
(5)http://www.classifiedventures.com/
(1) Borrego.A.2000."How I Learned to Stop Worrying and (Almost)Love EBay",inc,May
16,32-36.
(2)Consumer's Research Magazine.19999."Fraud Surge",82(3),March,7-9.
(3)Mears,J2002."Portals Power business User Profits",Network World,19(28),July 15,19-20.
123
(4)Purchasing.2001."What Top Supply Execs Say About Auctions",130(12),June 21,s2-s3.
(5)Schonfeld,E.2002."EBay's Secret Ingredient",Business2.0,3(3),March,52-58.
(1)Companies are now using the Web to operate auction sites, create virtual communities,
and serve as Web portals
(2)Consumer online auction business is dominated by eBay
(3)B2B auctions
Give companies a new and efficient way to dispose of excess inventory
(4)B2B reverse auctions
Provide an effective procurement tool
(5)New companies have formed that capitalize on the Web’s ability to bring together
geographically dispersed people and organizations
(6)Organizations are using mobile commerce to sell goods and services to users of handheld
devices
(7)Companies are using internal Web portals to communicate with employees
Chapter 7 The Environment of Electronic Commerce:

Legal, Ethical, and Tax Issues
（第七章电子商务环境：法律、道德和税收）

7.1 The legal Environment of Electronic Commerce
7.2 Use and protection of intellectual property in online business
7.3 Online crime, terrorism, and warfare
7.4 Ethical issues
7.5 Taxation（税务） and electronic commerce
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In this part, you will learn about:

(1).Laws that govern electronic commerce activities.
(2).Laws that govern the use of intellectual property by online businesses.
(3).Online crime, terrorism, and warfare.
(4).Ethics issues that arise for companies conducting electronic commerce.
(5).Conflicts(冲突) between companies' desire to collect and use data about their customers
and the privacy rights of those customers.
(6).Taxes that are levied(征税) on electronic commerce activities.
Acceptance（承诺）：一种要接受要约及其所有条款的意愿的表达。当一方发出的要约
被另一方接受时，另一方就是在做出承诺。
Authority to bind（授权承诺）：即公司授权给某人权利，能代表公司做出要约或者承
诺而使一份合同生效。
Business process patent（业务流程专利）：对开展特定业务活动的工作流程给予专利保
护。
Common law（习惯法）：属于英美法系，是基于法院多年来积累的法律决议。
Consideration（约因）：是经谈判后交换某种形式的价值，如金钱、资产或服务。
Constructive notice（积极通告）：人们在跨越国界时就应知道要遵守新的法律或文化
规范，即使没有明文指示或得到边界警卫的明确说明。
Contract（合同）：是两个或多个彼此交换某种价值（商品、服务或金钱）的法律实体
（个人或公司）之间的协议。
Cookies（Internet 临时文件）：是存储在用户计算机上的小文件，供网站跟踪用户的
访问情况。它们经常用来向网站报告用户的登陆信息、电子邮件地址和用户以前曾访问的网
站。
Copy control（复制控制）：是一种对数字作品复制数量进行限制的电子机制。
Copyright（版权）：是政府对文学与艺术作品的作者或创作者权利的保护，是在版权
法规定的时限内给予作者或创作者唯一行使印刷、出版或销售作品的权利。
Cybersquatting（域名抢注）：是指用别人公司的商标来注册一个域名，以期商标所有
者付巨资赎回域名。
Defamatory（诽谤）：是一种有损于别人或别的公司声誉的虚假陈述。
Digital watermark（数字水印）：是隐蔽地嵌入在数字图象或声音文件里的数字码或数
字流，可对其内容加密或简单地隐藏在图象或声音文件的字节里。
Domain name ownership change（域名所有权变更）：当域名登记处数据库里的域名所
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有者姓名和企业地址等信息变更时，就发生了域名所有权变更。
Effects（影响）：比如说现实世界里的法律是基于地理的邻近和个人行为的影响之间
的关系。
Fair use（公平使用）：用在版权作品，是指因批评、评论、新闻报道、教学、学术或研究
而复制作品。
Forum selection clause（法院选择条款）：是合同双方在签署合同时加入的一个声明，
指明合同将依某个州的法律执行。
Implied contract（约定合同）：当两方或多方在没有书面合同的情况下，也按约定行
动时，就产生了约定合同。
Income tax（所得税）：个人所得税是对个人(自然人)取得的各项所得征收的一种所得
税。其征收范围包括：工资薪金所得；个体工商户的生产、经营所得；对企事业单位的承包
经营、承租经营所得；劳务报酬所得；稿酬所得；特许权使用费所得；利息、股息、红利所得；
财产租赁所得；财产转让所得；偶然所得；经国务院财政部门确定征税的其他所得。
Intellectual property（知识产权）：是指对版权与专利的保护，和对商标与服务标志的
注册。
jurisdiction（管辖权）：政府控制个人或公司的能力。
Legitimacy（合法性）：意指守法之人在立法时应起作用。
Long-arm statute（长臂法令）：指个别的地区有法律能授予本区域法院的属人管辖权。
一般是授予法院对在本地区内做生意或有侵权行为的外区域居民有属人管辖权。
Name changing （域名变异）：即注册著名域名的错误拼写的域名。这种变更域名有时
会诱导打字错误的消费者进入某个 URL。
Name stealing（域名窃取）：即假装网站管理员将域名所有权分配给另一个网站。
Nexus（关联）：纳税实体和政府之间的关系称为关联。
Notice（通告）：比如说当人们跨越地理边界时，地理边界就提供了一组规定替代另
一组规定的通告，即被告知某个法律或文化规范的存在。
Offer（要约）：是表示买卖某个产品或服务的意愿的严格、精确、详细的说明。
Opt-in （参与）：即“选择性加入”，这是一种最简单的用户许可方式，即用户主动输
入自己的 Email 地址，加入到一个邮件列表中。
Opt-out（退出）：即“选择性退出”，我们形象地称为“自愿退出”邮件列表。网站将自
行收集来的用户 Email 地址加入某个邮件列表，然后在未经用户许可的情况下，向列表中
的用户发送邮件内容，邮件中有退订方式，如果不喜欢，允许用户自己退出。
Patent（专利）：是政府给予个人制造、使用和销售一项发明的独有权利。
Per se defamation（诽谤本身）：是会伤害个人的事业、交易、职业或单位的负面陈述。
Personal Jurisdiction（属人管辖权）：通常按照合同当事人的居住地来决定。如果被告
是某法院所在州的居民，那么该法院在这个案件上就有属人管辖权。
Power（权力）：是控制地理空间及其上的人和物的形式，它是界定主权统治的特征。
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product disparagement（诋毁产品）：对某公司产品或服务的虚假陈述。
Property tax（财产税）：又称“物业税”或“地产税”，主要针对土地、房屋等不动产，要
求其所有者或承租人每年都缴付一定税款，税值随房产的产值而提高。
Service mark（服务标志）：类似商标，只是用于识别企业所提供的服务。
Signature（签名）：为确认书面合同而签署或采用的符号。
Statute of Frauds（防止欺诈法）：《防止欺诈法》最早产生于 1677 年的英国,后来美国也
有类似法律,在晚近的《美国统一商法典》产生以前,对是否还保留要求买卖合同采取书面形式
的规定,曾经展开了大量的讨论,最后,原有的规则急需保留:按照<美国统一商法典>第§2-201
条规定,对于价值 500 美元以上的货物买卖合同,只有在合同的缔结由书面文书证明,且至少
要由被请求承担责任的一方当事人签字时,合同方为可执行。
Statutory law（欺诈法令）：欺诈法令具体规定，500 美元以上的合同或履行期一年以
上的合同必须是有签名的书面形式的。
Subject-matter jurisdiction（属物管辖权）：是法院决定争端类型的权力。如果合同的当
事人都在同一个州，这个州的法院就有属物管辖权。
Terms of service(ToS)（服务条款）：很多网站上规定的网站访问者必须遵守的规则，
比如有关“服务条款”、“使用条件”、“使用协议”等链接，点击这些链接会看到一个包含有详
细条款和规定的页面。
Tort（民事侵权行为）：是一个法律实体的行动对另一个法律实体的伤害。
Trade name （商号）：企业识别自己所用的名字。
Trademark（商标）：是企业为加强识别而给自己的产品贴上的醒目标志、图案或题词。
Trademark dilution（商标淡化）：是指因其他使用而降低了商标的显著性。
Transaction tax（营业税）：指对销售房地产的单位和个人,就其营业额按率计征的一种
税。
Use tax（使用税）：是指不需通过供应商而直接缴至税收机关的税。
Vicarious copyright infringement（替罪版权侵犯）：即没有直接侵犯他人的版权，但如
果有能力监督侵权行为并且可以从侵权活动中获利，也是连带侵犯了版权。
Warranty disclaimer（担保解除声明）：是陈述卖方不会兑现的部分或全部隐含担保的
声明。
Writing（书面形式）：即一种有形存在的形式。
7.1 The legal Environment of Electronic Commerce （第 1 节电子商务的
法律环境）
(1) Borders(国界) and jurisdiction（管辖权）

(2) Jurisdiction on the internet
(3) Subject-Matter jurisdiction（属物管辖权）
127
(4) Contracting and contract（合同） enforcement in electronic commerce
(1).Laws that govern electronic commerce activities
(1).The issues of borders(国界), jurisdiction（管辖权）, and web site content.
(2).How those factors above affect a company's ability to conduct electronic commerce.
(3).The legal issues that arise when the web is used in the commission of crimes（犯罪）,
terrorist acts（恐怖活动）, and even the conduct of war.
7.1 The legal environment of electronic commerce
Online businesses
-Must comply with( 遵守 ) the same laws and regulations that govern the operations of all
businesses
-Face complicating factors
·Web extends a company’s reach beyond traditional boundaries
·Web increases speed and efficiency of business communications
·Web creates a network of customers
7.1.1 Borders(国界) and Jurisdiction（管辖权）
·Territorial borders in the physical world mark the range of culture and reach of applicable
laws very clearly
·European Union (EU)（欧盟）
·Power(权力)
·Jurisdiction（管辖权）
·Effects（影响）
·Legitimacy(合法性)
·Notice（通告）
·Constructive notice（积极通告）
7.1.2 Jurisdiction on the internet
·Power, effects, legitimacy, and notice do not translate well to the virtual world of electronic
commerce
·Governments that want to enforce laws must establish jurisdiction over business conduct
·Contract(合同)
·Tort(民事侵权行为)
·Court has sufficient jurisdiction in a matter if it has both subject matter jurisdiction（属物管
辖权） and personal jurisdiction（属人管辖权）
7.1.3 Subject-matter Jurisdiction(属物管辖权)
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·Court’s authority to decide a type of dispute
·Personal jurisdiction（属人管辖权）
·Forum selection clause（法院选择条款）
·Long-arm statutes（长臂法令）
7.1.4 Contracting and Contract Enforcement(合同履行) in Electronic Commerce
·Contract
·Offer
·Acceptance
·Consideration(约因)
·Implied contract(约定合同)
·Statute of Frauds(欺诈法令)
·Contracts for sale of goods worth over $500
·A writing(书面形式)
·Signature（签名）
·Warranties on the Web（网上担保）
·Warranty disclaimer(担保解除声明)
·Authority to bind（授权承诺）
·Terms of service (ToS)（服务条款）
1. TRUE/FALSE
(1) The connection between a taxpaying entity( 纳税人 ) and a government is called
jurisdiction.
ANS: F REF: 335
(2) In general, contracts are invalid（无效的） if they are not in writing or signed.
ANS: F REF: 313
(3) Businesses that operate on the Web must comply with the same laws and regulations that
govern the operations of all businesses.
ANS:T REF:306
(4) It is not reasonable to assume that a symbol or code included in an electronic file would
constitute a signature.
ANS:F REF:313
(5) Laws in the physical world do not apply to people who are not located in or who do not
own assets（资产） in the geographic area that created those particular laws.
ANS:T REF:307
2. MULTIPLE CHOICE
(1) ____ mark the range of culture and reach of applicable laws very clearly.
129
a. Territorial borders(领土边界) c. Ethical standards
b. Culture lines d. Contracts
ANS: A REF: 306
(2) Territorial borders in the physical world serve a useful purpose in which of the following?
a. Electronic commerce c. EFT（电子资金转帐）
b. Traditional commerce d. EDI（电子数据交换）
ANS: B REF: 306
(3) ____ is a form of control over physical space and the people and objects that reside in that
space, and is a defining characteristic of statehood.
a. Ethics c. Laws
b. Culture d. Power
ANS: D REF: 307
(4) The level of power asserted by a government is limited to that which is accepted by the
culture that exists within its ____ boundaries.
a. ethical c. geographic
b. cultural d. confined
ANS: C REF: 308
(5) ____ is the idea that those subject to laws should have some role in formulating them.
a. Jurisdiction c. Legitimacy
b. Effect d. Law
ANS: C REF: 309
(1) Borders(国界) and jurisdiction（管辖权）
·Power
·Effects
·Legitimacy
·Notice
(2)Jurisdiction on the internet
(3)Subject-Matter jurisdiction（属物管辖权）
·Personal Jurisdiction
·Jurisdiction in International Commerce
(4)Contracting and contract（合同） enforcement in electronic commerce
·Written Contracts on the Web
·Warranties on the Web
·Authority to Form Contracts
·Terms of Service Agreements
130
7.2 Use and protection of intellectual property(知识产权 ) in online
business
(1)Web site content issues
(2)Domain names（域名） and cybersquatting（域名抢注）
(3)Name changing（域名变异） and name stealing（域名窃取）
(4)Protecting intellectual property online
(5)Defamation（诽谤）
(6)Deceptive trade practices（商业欺诈）
(7)Advertising regulation
(1).Laws that govern the use of intellectual property by online businesses
(1).The violations of intellectual property rights by using unauthorized(未授权的) content on
their web sites or in their domain names.
(2).Deceptive trade practices.
(3).False advertising claims.
(4).Defamation（诽谤） or product disparagement（诋毁产品）
7.2 Use and protection of intellectual property in online business
·Intellectual property
-Includes all products of the human mind
-Products can be tangible(有形的) or intangible（无形的）
·Intellectual property rights
-Include protections by governments through
·Granting of copyrights and patents（专利权）
·Registration of trademarks（商标注册） and service marks（服务商标）
7.2.1 Web Site Content Issues
·Copyright(版权)
·Creations that can be copyrighted include all forms of artistic or intellectual expression
·Works copyrighted by corporations or not-for-profit （非盈利性的） organizations are
protected for 95 years
·Fair use(公平使用) of a copyrighted work
·Vicarious copyright infringement（替罪版权侵权）
·It is capable of supervising（监督） infringing activity（侵权行为）
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·Obtains financial benefit from infringing activity
·Patent
·To be patentable the invention must be genuine, novel（新颖的）, useful, and not obvious,
given the current state of technology
·Business process patent（业务流程专利）
-Protects specific set of procedures for conducting a particular business activity
·Trademark(商标)
·Service mark（服务商标）
·Trade name（商号）
·Common law（习惯法）
7.2.2 Domain Names, Cybersquatting, and Name Stealing
·Cybersquatting(域名抢注)
·Name changing（域名变异）
·Name stealing（域名窃取）
·U.S. Anticybersquatting Consumer Protection Act (ACPA)(反抢注域名消费者保护法令)
7.2.3 Name Changing and Name Stealing
·Name stealing(域名窃取)
·Domain name ownership change（域名所有权变更）
7.2.4 Protecting Intellectual Property Online
·Proposed solutions to problems in digital copyright protection

7.2.5 Defamation(诽谤)
·Defamatory statement
·Product disparagement（诋毁产品）
·Per se defamation（诽谤本身）
-Court deems some types of statements to be so negative that injury is assumed（确定）
7.2.6 Deceptive Trade Practices(商业欺诈)
·Federal Trade Commission（联邦商务委员会）

·Bait advertising（诱饵广告）
·Consumer lending and leasing(消费者出租和租赁)
·Endorsements and testimonials(认可和证明)
1.TRUE/FALSE
(1) In general, trademark protection prevents another firm from using the same or a similar
name, logo(标识语), or other identifying characteristics in a way that would cause confusion in
the minds of potential buyers（潜在顾客）.
ANS: T REF: 324
132
(2) If an idea cannot be separated from its expression in a work, that work can be
copyrighted.
ANS: F REF: 318
(3) Digital watermarks（数字水印） cannot be encrypted（加密）.
ANS: F REF: 322
(4) Fictional characters cannot be trademarked.
ANS: F REF: 324
(5) The main purpose of name stealing is to harass the site owner.
ANS: T REF: 322
2. MULTIPLE CHOICE
(1) Various state laws define ____ as the reduction of the distinctive quality of a trademark by
alternative uses(选择使用).
a. trademark distinction c. trademark binding
b. trademark dilution（商标淡化） d. name changing
ANS: B REF: 324
(2) A(n) ____ statement is a statement that is false and that injures the reputation of another
person or company.
a. defamatory（诽谤的） c. deceptive（欺骗性的）
b. fraudulent（欺诈的） d. critical
ANS: A REF: 323
(3) If a statement injures the reputation of a product or service instead of a person, it is called
____.
a. defamatory c. product disparagement（诋毁产品）
b. product defamation d. company defamation
ANS: C REF: 323
(4) Disputes that arise when one person has registered a domain name that is an existing
trademark or company name are settled by the ____.
a. WIPO（世界知识产权组织） c. statutory law（成文法）
b. common law（习惯法） d. ACPA（反域名抢注消费者保护法）
ANS: A REF: 321
(5) ____ is an electronic mechanism for limiting the number of copies that one can make of a
digital work.
a. Forum selection clause（法院选择条款） c. Copy control（复制控制）
b. Tort（民事侵权行为） d. Product disparagement
ANS: C REF: 323
133
(1)Web site content issues
·Copyright Infringement
·Patent Infringement
·Trademark Infringement
(2)Domain names（域名） and cybersquatting（域名抢注）
(3)Name changing（域名变异） and name stealing（域名窃取）
(4)Protecting intellectual property online
(5)Defamation（诽谤）
(6)Deceptive trade practices（商业欺诈）
(7)Advertising regulation
7.3 Online Crime,Terrorism, and Warfare

(1) Online crime
(2) Online warfare and terrorism(恐怖行为)
(1).Online crime, terrorism, and warfare.
(1).The obstacle(障碍) to solve online crime——the issues of jurisdiction, and the difficulty
of applying laws that were written on the internet.
(2).The online security threats and countermeasures（对策） for them.
7.3 Online Crime, Terrorism, and Warfare
(1).Online crime
-Obstacles faced by law enforcement
(2).Jurisdiction
(3).Difficulty applying laws written before the Internet became prevalent(普遍的) to criminal
actions
(4).Online warfare and terrorism
-Sustained effort by a well-financed（有良好资金支持的） terrorist group could slow down
operation of major transaction-processing centers（交易运转中心）
1. TRUE/FALSE
(1) Law enforcement agencies have difficulty combating(抵抗) many types of online crime.
ANS: T REF: 327
134
(1) Online crime
(2) Online warfare and terrorism(恐怖行为)
7.4 Ethical Issues

(1) Ethics and web business policies
(2) Privacy rights（隐私权） and obligation（责任）
(3) Communications with children（与儿童的沟通）
(1).Ethics issues that arise for companies conducting electronic commerce.
(2).Conflicts(冲突) between companies' desire to collect and use data about their customers
and the privacy rights of those customers.
(1).The companies using web sites to conduct electronic commerce should adhere to( 遵守)
the same ethical standard that other businesses follow.
(2).The role of ethics in formulating web business policies, such as those affecting visitors'
privacy rights and companies' internet communications with children.
7.4 Ethical Issues
7.4.1 Ethics and web Business Policies
·Web businesses find ethical issues are important to consider when making policy decisions
7.4.2 privacy Rights and Obligations
·Electronic Communications Privacy Act(电子通信隐私法案) of 1986

·Differences in cultures throughout the world have resulted in different expectations about
privacy in electronic commerce
·Principles for handling customer data
7.4.3 Communications with Children(与儿童的沟通)
·Children’s Online Privacy Protection Act of 1998（《儿童网上隐私保护法案》） (COPPA)

1. TRUE/FALSE
(1) Differences in cultures throughout the world have resulted in different expectations about
privacy in electronic commerce.
ANS: T REF: 330
(2) Ethics issues are significant in the area of online privacy because laws have not kept pace
with the growth of the Internet and the Web.
ANS: T REF: 330
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2. MULTIPLE CHOICE
(1) The ____ of 1986 is the main law governing privacy on the Internet today.
a. WELL c. WIPO（世界知识产权组织）
b. Electronic Communications Privacy Act d. ACPA（反抢注域名消费者保护法令）
ANS: B REF: 329
(2) In a(n) ____ policy approach, a company that collects personal information in the course
of doing business on the Web assumes that the customer does not object to （反对） the
company’s use of the information, unless the customer specifically chooses to deny permission.
a. opt-out（选择退出） c. implied
b. fair use（公平使用） d. opt-in（选择参与）
ANS: A REF: 330-331
(3) In a(n) ____ policy approach, the company that collects personal information in the
course of doing business on the Web does not use the information for any other purpose unless the
customer specifically chooses to allow that use.
a. opt-out c. fair use
b. implied d. opt-in
ANS: D REF: 331
(1) Ethics and web business policies
(2) Privacy rights（隐私权） and obligation（责任）
(3) Communications with children（与儿童的沟通）
7.5 Taxation（税务） and Electronic Commerce
(1)Nexus （关联）
(2)U.S. income taxes （所得税）
(3)U.S. state sales taxes （营业税）
(4)European union value added taxes（增值税）
(1)Taxes that are levied(征税) on electronic commerce activities
(1)An online business becomes subject to several types of taxes,including income taxes,
transaction taxes(营业税), and property taxes（财产税）.
(2)The concept of nexus（关联）, and nexus issues.
(3)The introduction to some countries' tax laws, such U.S., European Union.
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7.5 Taxation and Electronic Commerce
·Income taxes（所得税）
·Transaction taxes（营业税）
·Property taxes（财产税）
7.5.1 Nexus
·Connection between a taxpaying(纳税) entity and a government

·Activities that create nexus in the United States are determined by state law and thus vary
from state to state
7.5.2 U.S. Income Taxes
·Internal Revenue Service (IRS)（国内收入署）

·Basic principle of the U.S. tax system
·Subject to U.S. federal income tax
7.5.3 U.S. State Sales Taxes
·Use tax（使用税）
·In most states use tax rates（税率） are identical to sales tax rates
·Purchasers exempt from （豁免） sales tax include certain charitable organizations（慈善
机构） and businesses buying items for resale
7.5.4 European Union (EU) Value Added Taxes
·Value Added Tax

-Most common transfer tax used in the EU-Assessed on the amount of value added at each
stage of production
·EU enacted legislation（立法）
-Companies based in EU countries must collect VAT（增值税） on digital goods
1. TRUE/FALSE
(1) The connection between a taxpaying entity and a government is called jurisdiction（管辖
权）.
ANS: F REF: 335
(2) Companies that sell through their Web sites establish nexus everywhere their goods are
delivered to customers.
ANS: F REF: 337
(3) Transaction taxes are levied by the United States and other countries on certain
commodities（商品） when they are imported（进口、引入） into the country.
ANS: F REF: 335
(4) Most states’use tax rates are identical to their sales tax rates.
ANS: T REF: 337
137
2. MULTIPLE CHOICE
(1) If a company undertakes sufficient activities in a particular country, it establishes ____
with that country and becomes liable for filing tax returns in that country.
a. copy control（复制控制） c. ToS（服务条款）
b. notice（通告） d. nexus（关联）
ANS: D REF: 335
(2) Any company whose U.S.-based Web site generates income is subject to U.S. ____.
a. fair use c. property tax
b. federal income tax d. VAT（增值税）
ANS: B REF: 336
(3) A(n) ____ is a tax levied by a state on property used in that state that was not purchased in
that state.
a. property tax c. use tax
b. income tax d. patent（专利）
ANS: C REF: 337
(4) A(n) ____ is assessed on the amount of value added at each stage of production.
a. VAT c. property tax
b. tort（民事侵权行为） d. transaction tax
ANS: A REF: 338
(1)Nexus （关联）
(2)U.S. income taxes （所得税）
(3)U.S. state sales taxes （营业税）
(4)European union value added taxes（增值税）
Ellen Carson is the author and illustrator of a successful series of children the adventures of
Ellasaurus, a four-year-old orange dinosaur. Ellen has done well with the books, but her
business advisors have told her that she could earn considerably more money by creating a
merchandising business around the Ellasaurus character. Following this advice, she has created
Ellasaurus Products Enterprises(EPE),a company that has begun developing and marketing
Ellasaurus toys, stuffed animals, coloring books, pajamas, and Halloween costumes.
EPE has had some success in its attempts to get major retailors to stock the Ellasaurus
product line, but Ellen is concerned that retailors might not be willing to take on a new and
unproven product.She would like to create a web site through which EPE could sell its
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merchandise directly to customs. She also sees the web site as a wayto build customer
loytalty.Ellen envisions a site with a number of portal.
(1)http://www.chinaeclaw.com
(2)http://oldblog.blogchina.com/article_138084.690508.html
(3)http://www.e-works.net.cn/ewkArticles/Category76/Article10541.htm
(4)http://lyche.blogchina.com/
(5)http://www.myipr.net/sitemap.htm
(6)http://www.cnipr.com/zsyd/xslw/banquan/
(7)http://www.cnnic.net.cn/html/Dir/2003/10/23/1045.htm
(8)http://www.chinalaw.gov.cn/jsp/contentpub/browser/contentpro.jsp?
contentid=co1438708623
(9)http://www.21www.cn/Archives/20057/20.9928.html
(10)http://www.cww.net.cn/control/article.asp?id=3086
(11)http://www.kvsoft.net/Article/caizheng/200506/10690.html
(1)Angwin,J.2001."Are Domain Panels the hanging Judges of Cyberspace?" The Wall Street
Journal,August 20,B1.
(2)bagby,J and F.mcCarty.2003. The Legal and Regulatory Environment of E-
Business.Cincinnati:Thomson South-Western.
(3)Clark,P.2000."E-Hub Will Court Power of Attorneys," B to B,85(13),August 28,3.
(4)Lessig,L.2000.Code and Other Laws of Cyberspace.New York: Basic Books.
(5)Warner,M.2002."The New napsters," Fortune,146(3),August 12,115-116.
(1).Legal concept of jurisdiction on the Internet is still unclear and ill defined.(1).
(2).Relationship between geographic boundaries and legal boundaries are based on power,
effects, legitimacy, and notice.
(3).Innocent inclusion of photographs and other elements on a Web page can lead to
infringement of trademarks, copyrights, or patents.
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(4).TInternet can be used to perpetrate crimes, advocate terrorism, and wage war.
(5).TWeb business practices have led to questions of ethics regarding online privacy.
(6).TCompanies that conduct electronic commerce are subject to the same laws and taxes as
other companies.
(7).TInternational nature of business complicates tax obligations.
Chapter 8 Web Server Hardware and Software
（第八章网络服务器硬件与软件）

8.1 Web Server Basics
8.2 Software for Web Servers
8.3 Web Site and Internet Utility Programs
8.4 Web Server Hardware
(1).Web server basics

(2).Software for Web servers
(3).E-mail management and spam control issues
(4).Internet and Web site utility programs
(5).Web server hardware
Active server page 活动服务器页面:是微软公司开发的一种动态页面生成技术.
Benchmarking 基准测试:是用来比较硬件和软件性能的一种测试方法.
Binary data 二进制数据:是包括文字处理文档、电子表格、图像和其他数据的文件.
Blade server 刀片式服务器:板卡服务器称为刀片式服务器.
Centralized architecture 集中式结构:在服务器集群中,采用大型高速计算机.
Commerce service provider(CSP)商务服务商:帮助企业开展电子商务的企业.
Cycling 更新:是指用最新运行日志替代最旧的运行日志,这样就能够有限利用空间.
Database server 数据库服务器:运行数据库管理软件的服务器计算机.
Dedicated hosting 独立主机:是客户的网站独占服务商的一台服务器.
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Distributed architecture 分布式结构:采用大批性能低一些的计算机,将负荷分配给它们.
Dynamic content 动态内容:是响应 WWW 客户机的请求而构造的非静态信息.
Dynamic page 动态页面:动态页面的内容是应客户机的请求由特定的程序来确定的.
File transfer protocol (FTP)文件传输协议:是 TCP/IP 的组成部分,他在 TCP/IP 连接的计算
机之间传输文件,既可以传输二进制数据,也可以传输 ASCII 码文本.
Full privilege FTP 全权 FTP:用户有帐户的 FTP 连接.
Java server pages(JSP) Jave 服务器页面:由 Sun 公司开发的一种类似 ASP 的技术.
Jave servlet Java 服务件:服务器端程序.
Link checker 链接检查:检查网站的所有页面,并报告断开的、似乎断开的或有些不正常的
URL.
Load-balancing switch 负荷平衡交换器:是一个网络硬件设备,负责监测服务器的负荷,并
将访问负荷分配到此时可用能力最大的服务器上.
N-tier architecture 多层结构:三层以上的结构称为多层结构.
Open source software 开放源码软件:由一个程序员团体开发并运行,允许免费下载,其他
程序员使用这个软件并不断改进,这些程序员将改进版本再提交给团体.
Remote server administration 请求报文头:由名称/取值对组成.
Request header 请求报文行:包括一条命令、目标资源的名称以及协议的名称
8.1 Web Server Basics（第 1 节网络服务器基础）
(1)Types of Web Sites

(2)Web Clients and Web Servers
(3)Dynamic Content(动态内容)
(4)Various Meanings of“Server”
(5)Web Client/Server Communication
(6)Two-Tier Client/Server Architecture(两层结构)
(7)Three-Tier and N-Tier Client/Server Architectures
(1).Server software and hardware
(2).Web client and Web servers
(3).Various meaning of "Server"
(1).Types of Web site
(2).Web clients and servers
(3).ASP/JSP/PHP
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8.8.1 Web Server Basics
·Main job of a Web server computer is to respond to requests from Web client computers
·Three main elements of a Web server
8.8.1 Web Server Basics
(1)Types of Web Sites
·Development sites
·Intranets
·Extranets
·Transaction-processing sites
·Content-delivery sites
(2)Web Clients and Web Servers
·Client/server architectures(客户机/服务器结构)
·Web software
(3)Dynamic Content(动态内容)
·Nonstatic(非静止的) information constructed in response to a Web client’s request
·Dynamic page
·Static page
·Server-side scripting(脚本)
·Dynamic page-generation technologies(动态页面生成技术)
(4)Various Meanings of“Server”
·Server
·Server software
·Database server
(5)Web Client/Server Communication
·Client
·Server
(6)Two-Tier Client/Server Architecture
·Has only one client and one server
·Request message(请求报文)
·Typical request message
(7)Two-Tier Client/Server Architecture (continued)
·Request line
·Request headers
·Entity body(实体段)
(8)Three-Tier and N-Tier Client/Server Architectures
·Three-tier architecture
·N-tier architectures
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·CHOICE
(1)A simple site that companies use to evaluate( 评估 ) different Web designs is called a(n)
____.
a.development site c.B2C site
b.B2B site d.VPN site
ANS:A REF:326
(2)____ sites, such as The Wall Street Journal and The New York Times, deliver news,
histories, and other digital information.
a.Development c.B2B
b.Content delivery d.B2C
ANS:B REF:326
(3)A(n) ____ is a Web page whose content is shaped by a program in response to user
requests.
a.static page c.dynamic page
b.stable page d.moving file
ANS:C REF:328
(4)A(n) ____ is an unchanging page retrieved from disk.
a.static page c.home page
b.dynamic page d.linked page
ANS:A REF:328
(5)A(n) ____ contains a command, the name of the target resource, and the protocol( 协议)
name and version number.
a.request header c.entity body
b.request line d.request message
ANS:B REF:331
·TRUE/FALSE
(1)A development site cannot reside on an existing PC running Web server software.
ANS:F REF:326
(2)The basic Web client/server model is a three-tier model.
ANS:F REF:327
(1).Server software and hardware
(2).Web client and Web servers
(3).Various meaning of “Server”
(3).Types of Web site
143
(4).Web clients and servers architecture
8.2 Software for Web Servers

(1)Operating system for Web Server
(2)Web Server Software
(3)Finding Web Server Software Information
(1).Operating system
(2).Open-source software
(3).Most popular Web server programs
(4).Web Server Software
(3).Netcraft
Most Web servers run on computers that use one of the following operating systems:
Microsoft Windows NT Server, Microsoft Windows 2000 or 2003 Server products, Linux, or
one of several UNIX-based operating systems, such as Solaris or FreeBSD.
(1)Operating system for Web Server
·Operating system tasks
·Linux
·Open-source software
(2)Web Server Software
·Most popular Web server programs
·Netcraft
·Ongoing group software development effort
·Dominated(受控制的) the Web since 1996 because it is free and performs efficiently
·Apache
·Comes bundled with current versions of Microsoft Windows Server operating systems
·Used on many corporate intranets
·Supports the use of
·Descendant(演变) of the original NCSA Web server program
·Formerly sold under the names
·Charges between $1400 and $5000 for the licensing fee
144
(3)Finding Web Server Software Information
People who want to know the type of operating system and Web server software that a Web
site is running can visit the NETCRAFT Web site.
Visitors can use the search function to find out what operating system and what Web server
software a specific site is now running and what the site ran in the past.
·CHOICE
(1)____-based machines are more popular and believed to be more secure for running a Web
server.
a.Windows NT Server c.Linux
b.UNIX d.Windows 2000 Server
ANS:B REF:359
(2)____ software is developed by a community of programmers who make the software
available for download at no cost.
a.FTP c.Open-source
b.ASP d.Telnet
ANS:C REF:360
(3)Which of the following conducts continual surveys to tally the number of Web sites in
existence and measure the relative popularity of Internet Web server software?
a.Netscape c.Netcraft
b.CNN d.Amazon
ANS:C REF:360
(4)Which of the following comes bundled with current versions of Microsoft Windows
Server operating systems?
a.HTTP server c.IIS
b.ONE server d.iPlanet server
ANS:C REF:361
(5)____ Server has dominated the Web since 1996 because it is free and performs very
efficiently.
a.Apache HTTP c.UNIX
b.Microsoft IIS d.AIX
ANS:A REF:361
·TRUE/FALSE
(1)Linux is an open-source operating system that is easy to install, fast, and efficient.
ANS:T REF:360
145
(2).Open-source software
(4).Web Server Software
8.3 Web Site and Internet Utility(功能) Programs
(1)Finger(查找器) and Ping Utilities

(2)Tracert and Other Route-Tracing Programs
(3)Electronic Mail(E-Mail)
(4)Unsolicited(主动提供的) Commercial E-Mail(UCE, Spam)
(5)Solutions to the Spam(垃圾信息) Problem
(6)Telnet and FTP Utilities
(7)Indexing and Searching Utility Programs
(8)Data Analysis Software
(9)Link-Checking Utilities
(10)Remote Server Administration(远程服务器管理)
(1).Finger and Ping
(2).E-Mail
(3).Route-Tracing Programs(路径追踪程序)
(4).Telnet and FTP
(5).Data Analysis Software
(1).Tracert and Other Route-Tracing Programs
(2).Telnet/Telnet protocol
(3).Indexing program
(1)Finger and Ping Utilities
·Finger
-Runs on UNIX operating systems
-Allows users to obtain information about other network users
146
-Command yields a list of users who are logged on to a network
·Ping (Packet Internet Groper)
-Tests connectivity between two computers connected to the Internet
·Tracert (TRACE RouTe)

-Sends data packets to every computer on the path between one computer and another
-Clocks packets’ roundtrip times
-Calculates and displays the number of hops between computers
-Calculates the time it takes to traverse an entire one-way path between machines
Tracing a Path Between Two Computers on the Internet

(4)Electronic Mail(E-Mail)
·Useful feature
·Drawbacks
·Program that attaches itself to another program
·Can cause damage when the host program is activated
(5)Unsolicited Commercial E-Mail(UCE, Spam)
·Electronic junk mail(垃圾邮件) that can include

·Can consume large amounts of Internet capacity
·Companies now offer software to limit the amount of spam
Growth of Spam as a Proportion of all Business E-mail
(6)Solutions to the Spam Problem
·Reduce the likelihood that a spammer can automatically generate e-mail addresses
·Control exposure of an e-mail address
·Use multiple e-mail addresses
·Content filtering strategy(内容过滤策略)
·Content-filtering techniques
·Looks for known spammer From addresses in incoming messages
·Examines From addresses and compares them to a list of known good sender addresses
·Compares all incoming messages to a white list
(7)Telnet and FTP Utilities
·Telnet
-Program that allows users to log on to a computer connected to the Internet
·Telnet protocol
-Set of rules used by Telnet programs
·File Transfer Protocol(FTP)
147
-Defines formats used to transfer files between TCP/IP-connected computers
(8)Indexing and Searching Utility Programs
·Search engines or search tools

-Search either a specific site or the entire Web for requested documents
·Indexing program
-Can provide full-text indexing that generates an index for all documents stored on a server
-Can often index documents stored in many different file formats
(9)Data Analysis Software
·Web servers can capture(获取)

-Data about who is visiting a Web site
-How long the visitor’s Web browser viewed site
-Date and time of each visit
-Which pages a visitor viewed
·Data captured by Web servers are stored in a log file
WebTrends Log File Analysis
(10)Link-Checking Utilities
·Link checker(链接检查)
-Examines each Web page and reports on URLs that are Broken, seem broken, or are in some
way incorrect
·Orphan file(孤立文件)
-File on a Web site not linked to any page
·Dead link(死链接)
-When clicked, it displays an error message rather than a Web page
Watchfire Link Report
(11)Remote Server Administration(远程服务器管理)
·Web site administrator can control a Web site from any Internet-connected computer
·NetMechanic
-Offers a variety of link-checking, HTML troubleshooting(事故解决), site-monitoring(网页
监测), and other programs
·CHOICE
(1)____ is a program that allows users to obtain information about other network users.
a.Tracert c.Telnet
b.Finger d.Ping
ANS:B REF:374
(2)A program called ____ tests the connectivity between two computers connected to the
148
Internet.
a.Telnet c.Ping
b.Tracert d.Finger
ANS:C REF:373
(3)____ sends data packets to every computer on the path between one computer and another
and clocks the packets' roundtrip times.
a.Telnet c.Ping
b.Tracert d.Finger
ANS:B REF:373
(4)A(n) ____ spam filter looks for From addresses in incoming messages that are known to
be spammers.
a.full-privilege c.white list
b.black list d.Tracert
ANS:B REF:366
(5)A(n) ____ spam filter examines From addresses and compares them to a list of known
good sender addresses.
a.black list c.Tracert
b.full-privilege d.white list
ANS:D REF:366
·TRUE/FALSE
(1)A black list spam filter can be implemented at the individual level.
ANS:T REF:366
(2)Finger is a program that runs on Windows operating systems.
ANS:F REF:373
(1).Finger and Ping
(2).E-Mail
(3).Telnet and FTP
(4).Indexing program

(1)Server Computers
(2)Web Server Performance Evaluation(性能评估)
(3)Web Server Hardware Architectures(硬件结构)
149
(1)Web server computers/Blade servers(刀片式服务器)/Virtual server(虚拟服务器)
(2)Server farms/Centralized(集中式) architecture/Distributed(分布式)/decentralized(分散式)
architecture
(3)Load-balancing switch(负荷平衡交换器)
(1)Blade servers
(2)Virtual server
(3)Response time(响应时间)
(4)Web Server Hardware Architectures
(1)Server Computers
·Web server computers

·Blade servers
·Virtual server(virtual host)
(2)Web Server Performance Evaluation
·Benchmarking(基准测试)
·Throughput(吞吐能力)
·Response time
·Load-balancing switch
-Piece of network hardware that monitors the workloads of servers attached to it
-Assigns incoming Web traffic to a server that has the most available capacity at that instant
in time
A Load-Balancing System in a Decentralized Architecture
·Server farms
·Centralized architecture
·Distributed/decentralized architecture
Conclusion:
(1)Web server computers/Blade servers(刀片式服务器)/Virtual server(虚拟服务器)

(2)Server farms/Centralized(集中式) architecture/Distributed(分布式)/decentralized(分散式)
architecture
150
Case 1
Sun-曙光打造"阳""光"模式联合战舰试水中国服务器市场
Sun 与曙光公司结成战略合作伙伴关系
（2005 年 4 月 8 日北京讯）近日，美国 Sun 公司与国内曙光信息产业有限公司（以下
简称曙光公司）宣布结成战略合作伙伴关系，双方宣布将在市场、技术与产品等各个层面展
开联合推广，Sun 公司全球 CEO Scott McNealy 和曙光公司总裁历军均出席了合作签约仪式，
曙光公司还在发布会现场展出并演示了基于 x64 架构 (64 位的 x86) 的曙光服务器与 Solaris
10 平台相结合的各类应用方案。
本次合作是 Sun 公司首次在中国与国内厂商进行战略合作，对双方来说都具有深远的
意义。Sun 和曙光公司希望通过这一强强合作为广大客户提供更为优越的超值商务解决方案，
以满足客户迅速提升竞争力，应对市场变化以及需求增长的需要。
Sun 公司中国区总经理薛耀焜表示："曙光公司与我们有着相似的技术理念和技术背景，
这是我们合作的坚实基础。在中国国产服务器市场，曙光公司拥有国产高性能机 90%以上的
份额并多次获得国家级奖项，其技术和企业管理无疑都是国内一流的。曙光公司极具前瞻性
地发展 64 位技术，与我们的战略不谋而合，这是我们确定合作关系的关键因素。通过与曙
光公司的合作，我们希望 SUN 的优秀产品能为更多的中国用户采用，从而分享这些全球领
先的科技带来的巨大商务价值。"
而对 Sun 公司及已经被中国用户广泛应用的各类 Sun 服务器软硬件产品，曙光公司总
裁历军这样评价："在全球服务器领域备受尊重的 Sun 公司在软、硬件方面都是一面先锋旗
帜。Sun 公司的多种领先技术不仅解决了曾经困扰业界的诸多问题，同时也让我们看到了与
x64 系统的完美结合。目前曙光 x64 服务器已经可以全面采用 Solaris 10 操作系统，并可以实
现系统的平滑过度或升级，通过这条途径，曙光服务器可以整合更多的 IT 资源，通过合作
曙光将联合 SUN 公司，为中国客户提供更为安全的环境，为我们的客户带来更多的价值。
我们坚信这一合作将实现国内技术与国际领先产品更好的结合，将使民族信息产业的力量
向前推进一大步。"
曙光公司是国内服务器市场的第一品牌，曙光能全面满足用户从超级计算机到普通 PC
服务器的各项应用需求。在政府、教育、金融、电信、生物、气象、石油、科研等多个行业有着大
量成功应用。国内运行速度最快的超级计算机-曙光 4000A 即为曙光公司推出。作为国内服务
器技术的领导者，曙光公司目前与各类跨国企业结有合作关系，例如：在 AMD
OpteronTM 处理器推出之初，曙光即与 AMD 率先合作，推出国产 x64 系统，并以其高性
能获得业界瞩目，目前曙光 x64 服务器在国内的销量超过 3 万套，x64 服务器已经成为业界
的潮流技术。
针对双方的合作，Sun 和曙光公司一致表示，将从软硬件产品与技术方面展开深入合
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作，并针对中国市场应用建立"联合实验室"，为产品推广、技术辐射、用户支持等各个方面
提供平台，并加大推广低成本、高性价比 x64 服务器产品的力度，以满足日益增长的国内市
场需求。
Case 2
中国软硬件收入相差 11 倍 6 大问题制约发展
作者： CNET 科技资讯网 CNETNews.com.cn 2005-06-14 03:0 PM
CNET 科技资讯网 6 月 14 日北京报道（记者/张岚）：从 1999 年 440 亿的销售收入到
2004 年 2300 亿，我国软件产业自《鼓励软件产业和集成电路产业发展的若干政策》的 18 号
文件和 47 号文件《振兴软件产业行动纲要》出台以来取得了年均增速超过 30%以上的成绩，
但与 04 年已达到 2.65 万亿元规模的全国电子产品制造业的总收入相比，软件产业的规模
还相当小，相差超过 11 倍。
6 月 14 日，信息产业部副部长娄勤俭在第九届中国国际软件博览会开幕式上指出我国
软件产业过程中的六大问题，其中“产业和企业的规模偏小”被提到了第一点。而科学技术部
副部长程津培也在讲话中提到，“我国软件产业的现状和发达国家相比，还有比较大的差距
总体水平还不是很高，特别核心技术的竞争力和自主创新能力不强，严重制约了我国软件
产业健康快速发展。”
在总结软件产业近年来取得成绩的同时，与会各方更积极地在探讨软件产业成长过程
中的问题和未来政府引导、企业创新成长的办法。与会专家表示,不可否认，自国务院 18 号
文件以来，我国的软件产业得到很好的发展，特别是形成了以北京、大连、上海等地区为基
地的软件产业重点城市。而伴随着软件销售收入收入的增长，出口、行业从业人员、产品也都
快速的在增加，知识产权保护力度不断加大，软件市场得到规范。
但是相较软件产业产业的发展目标，比如：《振兴软件产业行动纲要》所提出的实现若
干家销售额超过 50 亿元的软件企业的发展目标相比，确有不小差距。据悉，目前国内最大
软件企业收入不足 30 亿元，与国际软件企业相比，差距很大。
娄勤俭副部长认为，除产业和企业的规模偏小以外，在发展过程中，我国软件产业正
在面临关键核心技术缺乏、市场带动作用不足、软件人才结构性矛盾突出、支撑产业发展的公
共服务体系不完善、管理体制需要进一步理顺等几大问题。
具体来讲，国内企业基本处于国际产业链的下一个环节，核心竞争力较弱，软件出口
外包服务能力，国际化水平相对比较弱，国际市场竞争能力不太强，实现 47 号文件提出的
实现软件出口 50 亿美元的目标还有很大困难；市场对国产软件的认识和信心不足，影响国
产软件发展；传统行业应用人才严重缺乏，难以适应软件产业发展和信息技术运用于信息
化建设需要；国内还没有形成完善的为软件企业研发服务的公共技术开发体系，海外市场
开拓风险投资及投融资支撑体系尚未建立，支持软件企业技术创新的环节没有完全形成等
等。
娄勤俭同时强调，软件产业的主管部门缺乏必要的调控手段，软件政策权责不一致，
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分散各个部门的资源急需整合。为此，他指出，应该加强对软件产业发展的引导，统筹产业
发展。要充分发挥行业主管部门熟悉技术业了解行业情况的优势及作用，同时调动各部门和
地方的积极性整合资源形成合力，统筹软件产业发展，研究制定统一的国家软件产业发展
战略，增强软件产业发展的全局性和可持续性，优化产业宏观监管体系。
Case 3
软硬综合应对税务整合与一体化浪潮 Q1 开门红
作者:赛迪网　2005 年 04 月 14 日 18:05 来源:赛迪网
4 月 13 号，由中国税务学会主办的“中国第四届税收电子化展览会暨研讨会”在北京国
贸中心展览大厅开幕。国税总局、中国税务学会、全国各省市税务机关与税务产品和解决方案
提供商参加了本次展会。展会上新品层出、精彩纷呈，集中展示了近年来我国税收电子化的
建设成就。
作为税收电子化领域的领导企业，浪潮集团也携税控系统、税控机、服务器、协同办公软
件、ERP 等软、硬件产品与解决方案参加了本次展会。浪潮以税务一体化解决方案、数据集中、
协同办公、集中财务、四大板块展示了自己的税控产品和税控一体化解决方案，以强大的软
硬件综合实力向业界展示了浪潮进入税控行业以来取得的巨大成绩。
同其他税务电子化设备生产企业不同，浪潮集团依靠雄厚的软硬件综合实力，为税务
信息化提供从税务业务整合、数据集中到一体化税务解决方案与服务器、PC 等计算平台产品
与税控机、收款机、发票打印机等终端设备。成为国内唯一能够提供全面税务解决方案与产品
的服务商。
截止目前，浪潮税控收款机已经连续两年市场占有率全国第一。同时，浪潮以税务一体
化的解决方案驰骋于北京、上海、山东、江苏和广西等省市的税务信息化建设，成为全国最大
的税务行业信息化整体解决方案与产品提供商。今年 1 月以来，不到 4 个月时间内，浪潮税
务一体化解决方案与税控产品就有 6 个重大项目在国税总局和各地地税实施。
今年 3 月，国务院办公厅秘书局主持召开了国家税务总局电子政务试点示范工程课题
验收会，由浪潮承担的国家税务总局税收宏观决策支持系统顺利通过了科技部组织的专家
验收。此项目为探索我国电子政务建设组织和运行管理模式，为安全支撑平台和应用支撑平
台的应用推广提供发展环境和经验。项目实施后不仅提高了税务机关决策的科学性，为纳税
人提供更优质的服务，提高公众的满意度,而且强化数据分析与应用，加强对纳税人的管理，
有利于营造公平的纳税环境，还能够促进税务总局机关工作方式的转变，提高服务质量、树
立政府新形象。此外，安全和应用支撑平台的建设，实现了应用系统在安全、可信的环境下
稳定、可靠地运行，该成果对税收信息化建设具有很强的指导意义。这一课题由国家税务总
局信息中心承担，委托浪潮开发。本课题的顺利完成是浪潮在税务行业决策支持系统的开发
方面一个重大突破，进一步拓展了浪潮税务行业软件的产品线。
2 月，吉林省地税局选定浪潮作为其信息化建设在通化和辽源的试点承建单位，负责
通化和辽源两地地方税务局数据集中项目的建设。凭借浪潮在税务信息化多年来的成功经验
153
同时结合吉林省地税信息化系统的特点，浪潮为吉林省地税局做了全省信息化整体规划，
得到了吉林地税局的高度好评和认可。
1 月，浪潮中标“国家税务总局金税工程网络系统技术支持和设备保修服务项目二号
包”和“新疆国税系统骨干网升级改造项目” 两个国税系统项目，两项目总额近千万元。2005
年 1 月 5 日，浪潮发票防伪布奖系统在南京市地税局的公开招标中一举夺魁，取得了 2005
年税控市场的开门红。
http://www.ibm.com/
http://cocoon.apache.org/
http://www.netcraft.com/
http://www.analog.cx/
http://www.gateway.com/
http://wwws.sun.com/software/products/web_srvr/home_web_srvr.html
（1）Gralla,P.2002."Making a List," PC Magazine,21(10),May 21,62-63.

（2）Harbaugh,L.2000."Balancing Act," InternetWeek,January 24,26-30.
（3）Alwang,G.1998."Internet web servers," PC Magazine,17(9),May 5,184-208.
（4）Clyman,J.2001."Apache 2.0," PC Magazine,20(13),July 3,160.
（5）Dyck,T.andJ.Rapoza.2001."IIS:Stay or Switch?" eWeek,October 29,61-64.
（6）刘玉,王素芬,郭楠.2005."通用 B2C 电子商务网站构架研究" 微型电脑应,21(2).51-
52,61
（7）佟平,赵焰,吕宜延,"电子商务网站负荷和服务器的测试" 计算机网络世界.2000(6).-
1-6
(1).Web uses a client/server architecture

(2).For simple HTTP requests a two-tier architecture works well
(3).Operating systems commonly used on Web server computers
-Microsoft server operating systems
-UNIX-based operating systems
(4).Utility programs running on Web server computers
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-Finger, Ping, Tracert, e-mail server software, Telnet, and FTP
(5).Unsolicited commercial e-mail (spam)
-Has grown dramatically in recent years
-Content filters are becoming available to deal with the problem
(6).Web server hardware
-Server computer must have enough memory and disk space
(7).Factors that affect Web server performance
-Operating system
Chapter 9 Electronic Commerce Software
（第九章电子商务软件）

9.1 Web Hosting Alternatives
9.2 Basic Functions of Electronic Commerce Software
9.3 Advanced Functions of Electronic Commerce Software
9.4 Electronic Commerce Software for Small and Midsize Companies
9.5 Electronic Commerce Software for MidSize to Large Businesses
9.6 Electronic Commerce Software for Large Businesses
(1) Finding and evaluating Web hosting services

(2) Basic functions of electronic commerce software
(3) Advanced functions of electronic commerce software
(4) Electronic commerce software for small and midsize businesses
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(5) Electronic commerce software for midsize to large businesses
(6) Electronic commerce software for large businesses that have an existing information
technology infrastructure
Application program(application) 应用程序:完成诸如填写发票、计算工资、处理结算等特
定任务的程序。
Application server 应用服务器：接受 WWW 服务器收到的请求并进行相应处理的计算
机。
Application software(application) 应用软件(程序):完成诸如填写发票、计算工资、处理结
算等特定任务的程序。
Business logic 业务逻辑:应用服务器软件所完成的这些处理是根据企业的业务规则进行
的，这些业务规则称为业务逻辑。
Catalog 商品目录:商品/服务的列表。
Component-based application system 基于构件的应用系统:大企业经常用基于构件的应用
软件将显示逻辑与业务逻辑分开，每种逻辑是在各自的模块里生成。
Content management software 内容管理软件:可以帮助公司控制大量的业务文本、图片和
媒介文件。
Cookies:一种识别用户并保存其选择的方法是生成并保存 cookie，这是存储在客户机上
的少量信息。
Customer relationship management(CRM) software 客户关系管理（CRM）软件:需要从执
行销售自动化、客户服务中心业务和营销活动等活动的运营系统里获取数据，另外还需要公
司网站及公司同客户及潜在客户的所有接触渠道中的客户活动数据。 CRM 软件得用这些数
据帮助经理完成分析工作，如收集企业情报、定制产品或服务以满足客户特定的需求等。
Data mining 数据挖掘:录找数据中隐含的内在规律，可以帮助企业寻找具有共同兴趣的
顾客、发现数据中以前不知道的关系。
Database manager 数据库管理系统：以结构化方式存储信息的软件。
Distributed database systems 分布式数据库系统:在各地都有经营活动的大企业城建要为
各地的员工提供数据，在各地存储相同信息的大型信息系统，这些系统所用的数据库。
Distributed information systems 分布式信息系统:在各地都有经营活动的大企业城建要为
各地的员工提供数据，在各地存储相同信息的大型信息系统。
Dynamic catalog 动态商品目录：将商品信息存储在数据库里。
Enterprise application integration 企业应用集成:企业内部不同应用系统之间的互连，以
期通过应用整合实现数据在多个系统之间的同步和共享。
Enterprise-class software 企业级软件：支持企业各分公司、各部门所有业务的信息系统。
Enterprise resource planning(ERP) 企业资源规划:ERP 软件包可将企业的会计、后勤、生
156
产、营销、计划、项目管理和财物等所有业务集成起来。
Interoperability 互可操作性:让公司的各个信息系统彼此一起工作。
Knowledge management(KM) software 知识管理（KM）软件:能够对知识进行管理而不
是对知识的载体进行管理的系统。
Middleware 中间件:大企业常常使用名为中间件的软件将自己的电子商务软件与现有的
系统连接起来。
Open source 开放源码:软件的源代码是免费提供。
Page-based application system 基于页面的应用系统:返回由脚本程序生产的页面，这些
脚本程序里所包含的规则用来根据业务逻辑在页面上显示数据。
Shopping cart 购物车:可跟踪你所选的所有商品，并允许你检查购物车商品，加进新商
品或取出商品。
Simple Object Access Protocol (SOAP) 简单对象访问协议:软件应用之间通过网络传输标
志数据时所要遵守的信息传输协议。
Static catalog 静态商品目录:在网页上以 HTML 编写的表。
Suply chain management(SCM) software 供应链管理（SCM）软件:可以帮助企业同供应
链伙伴协调计划与运营。它完成两个职能：计划与执行。
Transaction processing 交易处理:当顾客按下“结账”按钮，就来到了虚拟收款台开始交
易处理了，这时，电子商务软件要进行一些最后的计算工作，包括计算折扣、销售税和送货
费等。
Universal Description,Discovery and Integration (UDDI) specification 统一描述，发现和集
成（UDDI）协议:程序(用 WSDL)在解释自己的特征或(用 SOAP)进行通信之前需要找到
Web 服务的位置，识别 Web 服务的位置及相关的 WSDL 描述所用的协议。
Web services Web 服务:指支持某组织的应用软件通过互联网与其他应用进行通信所需
的软件工具。
Web Services Description Language (WSDL) Web 服务器描述语言:由于 Web 服务越来越
复杂，应用程序必须用 WSDL 描述来配置自己，以便能够同多个 Web 服务连接。
9.1 Web Hosting Alternatives（第 1 节主机托管方案）
1.Finding and evaluating Web hosting services
Key Terms（本节专业术语）:
Self-hosting
Commerce service providers(CSPs)
Managed service providers(MSPs)
Application service providers(ASPs)
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Shared hosting
Dedicated hosting
Co-location
scalable
9.1 Web Hosting Alternatives
(1)Self-hosting
Running servers in-house
(2)Commerce service providers (CSPs)
.Provide Internet access to companies and individuals
.Offer Web server management and the renting of application software
(3)Shared hosting
Client’s Web site is on a server that hosts other Web sites simultaneously
(4)Dedicated hosting
Service provider makes a Web server available to a client
(5)Co-location
Service provider rents a physical space to the client to install its own server hardware
1.TRUE/FALSE
(1)A high-traffic electronic commerce site, with thousands of catalog inquiries each minute,
requires different software than a small online shop selling a dozen items.
ANS:T REF:360 396
2.MULTIPLE CHOICE
(1)Common service providers are also called ____.
a.hosting service providers c.knowledge management service providers
b.managed service providers d.business service providers
ANS:B REF:358 395
(2)____often offer Web server management and rent application software to businesses.
a.Static catalog providers c.Knowledge management providers
b.Web service providers d.Commerce service providers
ANS:D REF:358 395
(1) Finding and evaluating Web hosting services
(2) Service providers offer clients hosting arrangements that include shared hosting,
dedicated hosting, and co-location.
(3) Making web server hosting decisions
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9.2 Basic Functions of Electronic Commerce Software
9.2.1 Catalog Display
9.2.2 Shopping Cart 购物车
9.2.3 Transaction Processing
1.Basic functions of electronic commerce software
(1) The type of electronic commerce software an organization needs depends on serval
factors.
(2) whether the company should use an external host
(3) Key elements of electronic commerce software
(4) Online forms and Shopping cart
9.2Basic Functions of Electronic Commerce Software
9.2.1 Catalog Display
(1)Catalog
(2)Static catalog
(3)Dynamic catalog
9.2.2 Shopping Cart
(1)Problems with forms-based shopping

(2)Forms-based method of ordering has given way to electronic shopping carts
(3)Shopping cart
9.2.3 Transaction Processing
(1)Occurs when a shopper proceeds to the virtual checkout counter by clicking a checkout
button
(2)Calculation complications
1.TRUE/FALSE
(1)CartIt is one company that sells shopping cart software.
ANS:T REF:364 400
(2)Web stores often do not use the same department names as their physical counterparts.
ANS:F REF:361 397
(3)Large sites with many products can provide a search engine that allows customers to enter
descriptive search terms so that they can quickly find the Web page containing what they
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want to purchase.
ANS:T REF:361 398
2.MULTIPLE CHOICE
(1)In the earlier days of electronic commerce, shoppers selected items they wanted to
purchase by filling out ____.
a.online forms c.telephone numbers
b.questionnaires d.product numbers
ANS:A REF:362 398
(2)Which of the following is now a standard of electronic commerce that keeps track of the
items the customer has selected and allows customers to add new items or remove items?
a.shopping list c.order form
b.shopping cart d.transaction list
ANS:B REF:364 399
(3)One way to uniquely identify users and to store information about their choices is to create
and store ____.
a.RAM c.hard drives
b.cookies d.CD-RAM
ANS:B REF:365 401
(4)Transaction processing occurs when the shopper proceeds to the virtual counter by
clicking a(n) ____ button.
a.delete c.checkout
b.redo d.quit
ANS:C REF:366 402
(5)The Web is a(n) ____ system, unable to remember anything from one transmission or
session to another.
a.stateless c.cacheless
b.stateful d.checkless
ANS:A REF:365 400
(1) Basic functions of electronic commerce software
(2) The type of electronic commerce software an organization needs depends on several
factors
(3) Whether the company should use an external host
(4) Key elements of electronic commerce software
(5) Online forms(在线表单) and Shopping cart
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9.3 Advanced Functions of Electronic Commerce Software
9.3.1 Middleware
9.3.2 Application Integration and Databases
9.3.3 Web Services
9.3.4 Integration with ERP Systems
1. Advanced functions of electronic commerce software
(1) what is the function of Middleware?
(2) Apllication servers
(3) What web services can do and how it work?
9.3.1 Middleware
(1)Establishes a connection between electronic commerce software and an accounting system
Interoperability
(2)Making a company’s information systems work together
9.3.2 Middleware
(1)Application program
(2)Application server
(3)Business logic
(4)Page-based application systems
(5)Component-based application system
(6)Database manager
(7)Distributed information systems
(8)Distributed database systems
9.3.3 Web Services
(1)Combination of software tools that let application software in one organization
communicate with other applications over a network
(2)Companies are using Web services to offer improved customer service and reduce costs
(3)Simple Object Access Protocol (SOAP)
(4)Web Services Description Language (WSDL)
(5)Universal Description, Discovery, and Integration (UDDI) specification
9.3.4 Integration with ERP Systems
(1)Enterprise resource planning (ERP) software packages
(2)Major ERP vendors
(3)Typical installation of ERP software costs between $2 million and $25 million
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Have same advantages as ISP hosting services
Low cost is biggest single advantage
Offer free or low-cost electronic commerce software for building electronic commerce sites
1.TRUE/FALSE
(1)SAP and Baan are major ERP vendors.
ANS:T REF:373 410
(2)Most of the cost of middleware is not the software itself, but the consulting fees needed to
make the software work in a given company.
ANS:T REF:367 403
(3)Page-based systems do not work well for small and midsize Web sites.
ANS:F REF:368 405
2.MULTIPLE CHOICE
(1)____ software packages integrate all facets of a business, including planning,
manufacturing, sales, and marketing.
a.ERP c.URL
b.UPS d.UDDI
ANS:A REF:373 410
(2)Which of the following provides a connection between e-commerce software and a
company’s existing accounting system?
a.Firmware c.Middleware
b.Software d.Endware
ANS:C REF:367 403
(3)Microsoft Component Object Model (COM) is an example of a(n) ____ application server.
a.server-based c.page-based
b.component-based d.script-based
ANS: B REF: 369 405
(4)A(n) ____ application server approach separates the presentation logic from the business
logic.
a.page-based c.component-based
b.sever-based d.script-based
ANS:C REF:368 405
(5)The characteristics of the logic unit that make up specific Web services are described
using the ____.
a.WSDL c.W3C
b.UDDI d.SOAP
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ANS:A REF:408
(1) Advanced functions of electronic commerce software
(2) What is the function of Middleware?
(3) Apllication servers
(4) What web services can do and how it work?
9.4 Electronic Commerce Software for Small and Midsize Companies

9.4.1 Basic Commerce Service Providers
9.4.2 Mall-Style Commerce Service Providers
9.4.3 Estimated Operating Expenses for a Small Web Business
(1) Electronic commerce software for small and midsize businesses
(1) CSPs
(2) Mall-Style Commerce Service Providers
9.4.1 Basic Commerce Service Providers
(1)CSPs
.Have same advantages as ISP hosting services
.Low cost is biggest single advantage
.Offer free or low-cost electronic commerce software for building electronic commerce sites
9.4.2 Mall-Style Commerce Service Providers
(1)Provide small businesses with

Internet connection
Web site creation tools
Little or no banner advertising clutter
(2)Provide shopping cart software
(3)CSPs that offer mall-style commerce services
eBay Stores and Yahoo! Store
(4)Yahoo! Store
.Serves as the business Web host for
-Kennedy Space Center Space Shop
-The Sharper Image
-PalmPilotGear
.Merchants can create, change, and maintain their Yahoo! storefronts through a Web browser
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(5)Bigstep
.Received many industry awards for its CSP offering
.Provides two different storefront packages
.Reports
-Provide data-mining capabilities
.Data mining
-Looking for hidden patterns in data
9.4.3 Estimated Operating Expenses for a Small Web Business
(1)a small business owner might expense to put a store on the web
(2)setup and web site maintenance costs
1.TRUE/FALSE
(1)ValueWeb is an example of a commerce service provider.
ANS:T REF:374 412
(2)CSPs that offer mall-style commerce services include eBay Store and Yahoo! Store.
ANS:T REF:377 414
(3)Bigstep has received many industry awards for its CSP offering.
ANS:T REF:378 415
2.MULTIPLE CHOICE
(1)____ is used to look for hidden patterns in data.
a.Data mining c.Data warehousing
b.Data base d.Report generation
ANS: A REF: 416
(2)A reasonable guideline for payment processing fees that would be charged to a new
merchant opening a business on the Web is about ____ percent of gross sales.
a.3 c.15
b.10 d.20
ANS:A REF:380 417
(3)____ CSPs provide small business with an Internet connection, Web site creation tools,
and little or no banner advertising clutter.
a.Mall-style c.List-style
b.Store-style d.Data mining
ANS:A REF:413
(4)____ is a Yahoo!-supplied software product that is used to examine statistical information,
set up acceptable payment methods, set up preferred customer shipping methods, and change
global settings.
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a.Transaction c.Shopping cart
b.Manager d.Catalog
ANS:B REF:377 414
(5)____ reports provide data mining capabilities that search through the site data collected in
log files.
a.BizLand.com c.Yahoo! Store
b.Hypermart d.Bigstep
ANS:D REF:379 416
(1) Electronic commerce software for small and midsize business
(2) CSPs
(3) Mall-Style Commerce Service Providers
9.5 Electronic Commerce Software for MidSize to Large Businesses

9.5.1 Web site development tools
9.5.2 Intershop enfinity
9.5.3 IBM WebSphere Commerce Professional Edition
9.5.4 Microsoft Commerce Server 2002
(1)Intershop Enfinity
(2)WebSphere Commerce Professional Edition
(3)Commerce Server 2002
9.5.1 Web site development tools
(1)Midrange packages allow a merchant to have explicit control over

.Merchandising choices
.Site layout
.Internal architecture
.Remote and local management options
(2)tools
.Macromedia Dreamweaver
.Microsoft FrontPage
.Visual Studio.Net
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9.5.2 Intershop Enfinity
(1)Intershop Enfinity MultiSite provides

.Search and catalog capabilities
.Electronic shopping carts
.Online credit card transaction processing
.The ability to connect to existing back-end business systems and databases
9.5.3 IBM WebSphere Commerce Professional Edition
(1)Set of software components that provides software suitable for midsize to large businesses
Includes
.Catalog templates
.Setup wizards
.Advanced catalog tools
9.5.4 Microsoft Commerce Server 2002
(1)Allows businesses to sell products or services on the Web using the following tools
.User profiling and management
.Transaction processing
.Product and service management
.Target audience marketing
(2)Provides many predefined reports for analyzing site activities and product sales data
1.TRUE/FALSE
(1)IBM WebSphere allows businesses to sell products or services on the Web using tools
such as user profiling and management, transaction processing, product and service
management, and target audience marketing.
ANS:F REF:383
(2)WebSphere Commerce Professional Edition can only be used for business-to-business
applications.
ANS:F REF:382
2.MULTIPLE CHOICE
(1)____ packages allow the merchant to have explicit control over merchandising choices,
site layout, internal architecture, and remote and local management options.
a.Web hosting c.Midrange
b.Basic electronic commerce d.UDDI
ANS:C REF:381 418
(2)WebSphere Commerce Suite is produced by ____.
a.Microsoft c.Oracle
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b.Intel d.IBM
ANS:D REF:382 418
(3)Commerce Server 2002 is produced by ____.
a.Microsoft c.Oracle
b.Intel d.IBM
ANS:A REF:383 418
(2) Midrange packages
9.6 Electronic Commerce Software for Large Businesses

9.6.1 Enterprise-Class Electronic Commerce Software
9.6.2 Customer Relationship Management Software
9.6.3 Supply Chain Management Software
9.6.4 Content Management Software
9.6.5 Knowledge Management Software
(1) Electronic commerce software for large businesses that have an existing information
technology infrastructure
(1) electronic commerce software that has higher transaction-load capability
(2) software that accomplishes specific tasks in large business
(1)Examples of enterprise-class products that can be used to run a large online business
IBM WebSphere Commerce Business Edition
Oracle E-Business Suite
Broadvision One-To-One Commerce
(2)Enterprise-class software
Typically provides good tools for linking to and supporting supply and purchasing activities
(1)Must obtain data from operations software that conducts activities such as
Sales automation
Customer service center operations
Marketing campaigns
(2)Must also gather data about
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Customer activities on the company’s Web site and any other points of contact
9.6.3 Supply Chain Management Software
(1)Helps companies to coordinate planning and operations with their partners in the industry
supply chains
(2)Performs two general types of functions
Planning
Execution
9.6.4 Content Management Software
(1)Should be tested before making a commitment
(2)Employees should find a software’s procedures for performing regular maintenance to be
straightforward
(3)Helps companies control the large amounts of text, graphics, and media files
Documentum Content Management Web Site
9.6.5 Knowledge Management Software
(1)Helps companies do four main things
.Collect and organize information
.Share information among users
.Enhance ability of users to collaborate
.Preserve knowledge gained through use of information
1.TRUE/FALSE
(1)SCM planning software helps companies develop coordinated demand forecasts using
information from each participant in the supply chain.
ANS:T REF:386 424
(2)Large electronic commerce sites do not need to include customer relationship management
software.
ANS:F REF:386 421
2.MULTIPLE CHOICE
(1) ____ software is a type of software designed to help businesses manage the information
in documents (rather then the documents themselves).
a.Programming management c.Indexing management
b.Knowledge management d.Information management
ANS:B REF:388 425-426
(2)One of the major firms offering supply chain management software is ____.
a.IBM c.i2 Technologies
b.Microsoft d.Broadvision
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ANS:C REF:386 424
(3)____ software helps companies collect and organize information, share the information
among users, and enhance the ability of users to collaborate.
a.Knowledge management c.Data mining
b.Web service d.Application server
ANS:A REF:388
(4)____ software often includes powerful search tools that use proprietary semantic and
statistical algorithms to help users find the content, human experts, and other resources that
can aid them in their research and decision-making tasks.
a.Web service c.Knowledge management
b.Application server d.Data mining
ANS:C REF:388
You are a member of the Web site management team of a state government.You have worked
on all of the state's Web sites from time to time and have managed the launch of four major sites
and the redesign and relaunch of two others.Some of the Web sites on which you have worked
include electronic commerce features such as order acceptance,payment processing,and
purchasing.
You report to Anne Nelson,the state's CIO.Anne asked you to lead a project to explore the
potential uses of Web services in carrying out state government activities.She scheduled a formal
briefing at which you will present an overview of Web services technology.You will also outline
specific applications of Web services technologies to specific tasks that the state either currently
performs or that it might perform in the future.
Anne knows that the state has many current and potential applications that could use Web
services technologies,so she asked you to focus on four specific areas of state government in your
briefing.At the briefing,you will address the directors of four state departments:the Attorney
General's Department of Corporation Records,the Tax Administration and Collection
Department,the Department of Motor Vechicles,and the Department of Fish and Wildlife
Management.
The Attorney General's Department of Corporation Records maintains the offical records of
corporations chartered by the state or holding licenses to do business in the state.In addition to the
original charter of license,companies must file annual reports that include the names and addresses
of corporate directors and officers,the amount of company stock issued or redeemed during the
169
year,and the current address of the company.
The Tax Administration and Collection Department is responsible for accepting income
tax,personal property tax,and sales tax return fillings of companies and individuals.The
department also processes payments of these taxes and authorizes the State Treasure to issue
refunds that are due to taxpayers who have overpaid their taxes.This department currently
provides tax forms and instructions in Adodb PDF format on its Web site.It also maintains an
extensive frequently asked questions(FAQ) list on the site.
The Department of Motor Vehicles issues driver's license renewals and vehicle registration
renewals(for cars,trucks,and boats)and accepts auto dealership's monthly reports of vehicles
purchased or sold on its web site.The site also includes extensive collections of information about
motor vehicle laws and administrative rulings that visitors can review to ensure they are in
compliance.
The Department of Fish and Wildlife Management provide downloadable applications for
hunting and fishing licenses on its site.Current hunting and fishing license holders can renew their
licenses and pay their annual fees on the Web site.Companies that have state-issued permits to
undertake logging or mining operations can file their monthly activity reports on the department's
Web site,too.
Anne suggests that you review current IT trade publications(both in print and on the Web)to
learn more about Web services applications that have been implemented in government
agencies.She also recommends that you examine a number of other state Web sites to see how
they are performing these tasks.
Required:
1. Prepare a briefing report of about four double-spaced pages in which you describe Web
services technology in a way that will be understandable to the four department directors.These
directors are experienced administrators,but they are not technology experts.
2. Prepare a briefing report that outlines opportunities for the use of Web services in each
department.Include about three double-spaced pages for each department.
3. Prepare an analysis of costs and benefits for each major application of Web services that
you identify.In this setting,a benefit can arise from an increase in revenue,a reduction in
expense,an improvement in the quality of service provided,or an increase in the speed with which
a serivce is provided.This report should be directed to Anne and should include an implementation
recommendation(whether the state should implement or should not implement)for each Web
service applicatio
n you identified.
Note:Your instructor might assign you to a group to complete this case,and might ask you to
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prepare a formal presentation of your results to your class.
http://www.webmethods.com/
http://www.thelist.com/
http://www.salescart.com/
http://www.broadvision.com/
http://www.mysql.com/
http://www.sap.com/
http://www.bigstep.com/
(1)Abte,C.2002."Going Once Twice...Sold!"Smart Business,15(4),May,72-76

(2)Apicello,M.2000."Internet-Based Procurement Ups Profits"
(3)Fingar,P.2002."Web Service Among Peers,"Internet World,January,21.
(4)Roberts-witt,S.2001."The Internet Business,"PC Magazine,20(5),March 6,8-18
(5)Whiting,R.2002."Oracle Clarifies License Options,"InformationWeek,September 2,32
·Company must first choose between paying a service provider to host the site and self-
hosting
·External hosting options
–Shared hosting, dedicated hosting, and co-location
·Key elements of electronic commerce software
–Catalogs, shopping carts, and transaction processing capabilities
·Commerce service provider (CSP)
–Used by small enterprises just starting an electronic commerce initiative
·If a company already has computing equipment and staff in place purchasing a midrange
electronic commerce software package provides more control over a site
·Large enterprises with high transaction rates need to invest in larger, more customizable
systems
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Chapter 10 Electronic Commerce Security
（第十章电子商务安全）

10.1 Online Security Issues Overview
10.2 Security For Client Computers
10.3 Communication Channel Security
10.4 Security For Server Computers
10.5 Organizations That Promote Computer Security
(1) Online security issues

(2) Security for client computers
(3) Security for the communicate channels between computers
(4) Security for server computers
(5) Organizations for promote computer, network ,and Internet security
Active content(活动内容)——指在页面上嵌入的对用户透明的程序，它可以完成一些动
作。
Active wiretapping(主动褡线窃听)——对完整性的安全威胁叫主动搭线窃听。
ActiveX(ActiveX)——ActiveX 是一个对象(称做控件)，它含有由页面设计者放在页面
来执行特定任务的程序。
Applet(小应用程序)——可在另一个程序中执行的程序，通常是在 www 浏览器中运行。
Backdoor(后门)——软件开发人员有意或无意留下来的软件上的漏洞。
Black hat hacker(黑帽黑客)——IT 人士称坏黑客为黑帽黑客。
Buffer(缓存)——指定存放从文件或数据库中读取数据的单独的内存区域。
Computer security(计算机安全)——计算机安全就是保护企业资产不受未经授权的访问、
使用、篡改或破坏。它主要分为两大类：物理安全和逻辑安全。
Countermeasure(安全措施)——指识别、降低或消除安全威胁的物理或逻辑步骤的总称。
Cracker(骇客)——利用程序或技术非法侵入计算机或网络的人。
Delay threat(延迟安全威胁)——破坏正常的计算机处理或完全拒绝处理。
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Denial-of-service threat(DoS)(拒绝服务威胁)——破坏正常的计算机处理或完全拒绝处
理。
Denial threat(拒绝安全威胁)——破坏正常的计算机处理或完全拒绝处理。
Dictionary attack program(字典攻击程序)——按电子字典里的每个单词来验证口令。
Domain name server(DNS)(域名服务器)——在互联网上用于域名翻译、域名指向的专用
服务器。
Eavesdropper(窃听者)——指能听到并复制互联网上传输内容的人或设备。
Hacker(黑客)——利用程序或技术非法侵入计算机或网络的人。
Integrity(完整性)——防止未经授权的数据修改。
Java sandbox(Java 运行程序安全区)——根据安全模式所定义的规则来限制 Java 小应用
程序的活动。
JavaScript(JavaScript)——脚本语言，可用来构造脚本（可执行的命令）。
Logical security(逻辑安全)——使用非物理手段对资产进行保护称为逻辑安全。
Macro virus(宏病毒)—— 嵌入在文件中被称做“宏”的小程序。
Mail bomb(邮件炸弹)——数以千计的人将同一消息发给一个电子邮件地址。
Man-in-the-middle exploit(两面欺诈)——假如一个电子邮件的内容被篡改成完全相反的
意思，我们就说发生了对完整性的破坏，这种类型的完整性破坏称做两面欺诈。
Masquerading(spoofing)(电子伪装)——指某人装成他人或将某个网站伪装成另一个网
站。
Multi-vector virus(多向病毒)——以多种方式入侵计算机系统的病毒。
Necessity(即需性)——防止延迟或拒绝服务。
Necessity threat(即需安全威胁)——对防止延迟或拒绝服务的威胁。
Physical security(物理安全)——指可触及的保护设备，如警铃、保险箱、防爆建筑等。
Plug-ins(Plug-ins 插件)——增强浏览器功能的程序，完成浏览器不能处理的页面内容。
Privacy(隐私)——保护个人不被曝光的权利。
Save area(保留区)——保留区是系统存储关键性信息的区域。
Secrecy(保密)——指防止未授权的数据暴露并确保数据源的可靠性。
Security policy(安全策略)——明确描述对所需保护的资产、保护的原因、谁负责进行保
护、哪些行为可接受、哪些不可接受等的书面描述。
Signed Java applet(签名的 Java 小应用程序)——它带有可信的第三方的数字签名，这是
识别 Java 小应用程序来源的措施。
Sniffer program(探测程序)——能够入侵互联网并记录通过某台计算机(路由器)信息的
特殊软件。
Steganography(信息隐蔽)——指隐藏在另一片信息中的信息，是使信息不被人看到。
Threat(安全威胁)——对计算机资产带来危险的任何行动或对象都称为安全威胁。
Trojan horse(特洛伊木马)——隐藏在程序或页面里而掩盖其真实目的的程序，它可窃
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听计算机上的保密信息，并将这些信息传给它的 www 服务器。
Trusted Java applet(可信的 Java 小应用程序)——它能够访问客户机上的所有系统资源，
系统相信它们不会进行破坏。
Untrusted Java applet(不可信的 Java 小应用程序)——指尚未被证明是安全的 Java 小应用
程序。
VBScript(VBScript)——脚本语言，可用来构造脚本（可执行的命令）。
Virus(病毒)——附在另一个程序上的一段小程序，当宿主程序启动后，附在它上面的
程序会进行破坏活动。
Warchalking(攻击标记)——攻击驾驶员一旦发现一个开放的网络，有时会在建筑物外
面用粉笔标记，方便其他攻击者知道附近有容易进入的无线网络，这种行为叫攻击标记。
Wardrivers(攻击驾驶员)——在无线网使用率很高的城市里，攻击者驾着车用无线笔记
本电脑搜索可访问的网络，这种攻击者是攻击驾驶员。
White hat hacker(白帽黑客)——IT 人士称好黑客为白帽黑客。
Warm(蠕虫)——孺虫可在其他计算机上自我复制，会在互联网上迅速传播。
Zombie(幽灵)——幽灵程序秘密接管一台计算机，然后从这台计算机上发起对其他计
算机的攻击。
10.1 Online Security Issues Overview（第 1 节在线安全问题综述）
10.1.1 Managing Risk

10.1.2 Computer Security Classifications
10.1.3 Security Policy and Integrated Security
(2) Security policy apply to electronic commerce
(1) Risk management model
(2) Computer security classifications
(3) Security policy and Integrated security
10.1 Online security issues overview(互联网安全概述)
.Computer security
.Physical security(物理安全)
.Logical security(逻辑安全)
.Threat
10.1.1 Managing Risk(风险管理)
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.Countermeasure(安全措施)
.Eavesdropper(窃听者)
.Crackers or hackers(骇客或黑客)
figure 101051001.gif(Risk Management Model)
10.1.2 Computer Security Classifications(计算机安全分类)
.Secrecy(保密)
.Integrity(完整)
.Necessity(即需性)
10.1.3 Security Policy and Integrated Security(安全策略与综合安全)
.A written statement describing
-Which assets to protect and why they are being protected
-Who is responsible for that protection
-Which behaviors are acceptable and which are not
.First step in creating a security policy
-Determine which assets to protect from which threats
figure 101081002.gif(Requirements for secure electronic commerce)
Elements of a security policy(安全策略的要素)
-Authentication
-Access control
-Secrecy
-Data integrity
-Audit
1. Absolute security is relatively easy to achieve.
ANS: F REF: 441
2. Threats that are deemed low risk and unlikely to occur can be ignored when the cost to
protect against the threat exceeds the value of the protected asset.
ANS: T REF: 438
3. Necessity refers to preventing data delays or denials (removal) within the context of
computer security.
ANS: T REF: 439
1. ____ is the protection of computer assets from unauthorized access, use, alteration, or
destruction.
a. Computer security c. Computer damage
b. Computer risk d. Digital signature
ANS: A REF: 438
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2. ____ security includes tangible protection devices, such as alarms, guards, fireproof doors,
security fences, safes or vaults, and bombproof buildings.
a. Logical c. General
b. Physical d. Standard
ANS: B REF: 438
3. Any act or object that poses a danger to computer assets is known as a(n) ____.
a. damage c. threat
b. risk d. accident
ANS: C REF: 438
4. ____ refers to protecting against unauthorized data disclosure and ensuring the authenticity
of the data source.
a. Necessity c. Integrity
b. Secrecy d. Harmony
ANS: B REF: 439
5. A(n) ____ is a written statement describing which assets to protect and why they are being
protected, who is responsible for that protection, and which behaviors are acceptable and which
are not.
a. risk management outline c. security policy
b. security mission d. security subject
ANS: C REF: 439
(2) Security policy apply to electronic commerce
(3) Risk management model
(4) Computer security classifications
(5) Security policy and Integrated security
10.2 Security for client computers

10.2.1 Active content
10.2.2 Cookies and web bugs
10.2.3 Java applets
10.2.4 Javascript
10.2.5 ActiveX controls
10.2.6 Graphics and plug-ins
10.2.7 Viruses,worms,and antivirus software
10.2.8 Digital certificates
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10.2.9 Steganography
10.2.10 Physical security for clients
(1) Security for client computers
(2) Describe the threats,and outline some protection mechanisms
(1) Active content
(2) Cookies and web bugs
(3) Viruses,worms,and antivirus software
10.2 Security for client computers(客户机安全)
10.2.1 Active content(活动内容)
.Programs embedded transparently in Web pages that cause an action to occur
.Scripting languages
-Provide scripts, or commands, that are executed
.Applet
-Small application program
figure 102041001.gif ( Dialog box asking for permission to open a Java applet)
Trojan horse(特洛伊木马)
-Program hidden inside another program or Web page that masks its true purpose
.Zombie(幽灵)
-Program that secretly takes over another computer to launch attacks on other computers
-Attacks can be very difficult to trace to their creators
10.2.2 Cookies and web bugs(Cookies 和页面缺陷)
.Stateless connection
-Each transmission of information is independent
.Session cookies
-Exist until the Web client ends connection
.Persistent cookies
-Remain on a client computer indefinitely
.First-party cookies
-Cookies placed on a client computer by a Web server site
.Third-party cookies
-Originates on a Web site other than the site being visited
.Web bug
-Tiny graphic that a third-party Web site places on another site’s Web page
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figure 102081002.gif ( Information Stored in a Cookie on a Client Computer)
10.2.3 Java applets(Java 小应用程序)
.Java
-Programming language developed by Sun Microsystems
.Java sandbox
-Confines Java applet actions to a set of rules defined by the security model
.Untrusted Java applets
-Applets not established as secure
10.2.4 JavaScript
.Scripting language developed by Netscape to enable Web page designers to build active
content
.Can be used for attacks by
-Executing code that destroys a client’s hard disk
-Discloses e-mail stored in client mailboxes
-Sends sensitive information to an attacker’s Web server
10.2.5 ActiveX Controls(ActiveX 控件)
.Object containing programs and properties that Web designers place on Web pages
.Common programming languages used
-C++ and Visual Basic
.Actions cannot be halted once they begin execution
figure 102111003.gif ( Internet Explorer ActiveX Control
10.2.6 Graphics and plug-ins(图片和插件)
.Graphics,browser plug-ins,and e-mail attachments can harbor executable content
.Some graphics file formats have been designed specifically to contain
instructions on how to render a graphic
.Plug-ins can pose security threats to a client computer
10.2.7 Viruses, Worms, and Antivirus Software(病毒，蠕虫和反病毒软件)
.Virus
-Software that attaches itself to another program
-Can cause damage when the host program is activated
.Macro virus(宏病毒)
-Type of virus coded as a small program (macro) and is embedded in a file
.Antivirus software
-Detects viruses and worms
10.2.8 Digital Certificates(数字证书)
.A program embedded in a Web page that verifies that the sender or Web site is who or what
it claims to be
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.Signed code or messages
-Provide proof that the holder is the person identified by the certificate
.Certification authority (CA)
-Issues digital certificates
figure 102151004.gif ( Amazon.com’s Digital Certificate)
Main elements
-Certificate owner’s identifying information
-Certificate owner’s public key
-Dates between which the certificate is valid
-Serial number of the certificate
-Name of the certificate issuer
-Digital signature of the certificate issuer
10.2.9 Steganography(信息隐蔽)
.Describes the process of hiding information within another piece of information
.Provides a way of hiding an encrypted file within another file
.Messages hidden using steganography are difficult to detect
10.2.10 Physical security for clients(客户机物理安全)
.In the past,physical security was a major concern for large computers run
important business functions such as payroll or billing
.Now concerns about physical security for client computers have become greater
.Devices that read fingerprints are now available for personal computers
TRUE/FALSE
1. One significant threat to electronic commerce is theft of sensitive or personal information.
ANS: T REF: 455
2. JavaScript programs, like Java applets, operate under the restrictions of the Java sandbox
security model.
ANS: F REF: 446
3. When a Windows-based Web browser downloads a Web page containing an embedded
ActiveX control, the control is executed on the client computer.
ANS: T REF: 447
CHOICE
1. ____ refers to programs that are embedded transparently in Web pages and that cause action to
occur.
a. Action page c. Home page
b. Active content d. Activity control
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ANS: B REF: 444
2. A(n) ____ is a program hidden inside another program or Web page that masks its true
purpose.
a. mask program c. hidden route
b. Trojan horse d. insider program
ANS: B REF: 445
3. The ____ is a special security model that confines Java applet actions to a set of rules
defined by the security model.
a. security box c. Java sandbox
b. Java model d. Java++
ANS: C REF: 446
4. Which of the following is an object that contains programs and properties that Web
designers place on Web pages to perform particular tasks?
a. objective c. ActiveX control
b. Java++ d. plug-in
ANS: C REF: 447
5. 19. ____ provides a way of hiding an encrypted file within another file so that a casual
observer cannot detect that there is anything of importance in the container file.
a. ACL c. Steganography
b. Decryption d. Firewall
ANS: C REF: 453
(1) security for client computers
(2) Describe the threats, and outline some protection mechanisms
(3) Active content]
(4) Cookies and web bugs
(5) Viruses, worms ,and antivirus software
10.3 Communication Channel Security

10.3.1 Secrecy threats
10.3.2 Integrity threats
10.3.3 Necessity threats
10.3.4 Threats to the physical security of Internet communication channels
10.3.5 Threats to wireless networks
10.3.6 Encryption solutions
10.3.7 Ensuring transaction integrity with Hash functions
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10.3.8 Ensuring transaction integrity with digital signatures
10.3.9 Guaranteeing transaction delivery
(1) Communication channel security
(2) Know the secrecy,integrity,and necessity threats in more detail
(1) Secrecy threats
(2) Encryption solutions
(3) Guaranteeing transaction delivery
10.3.1 Secrecy threats(安全威胁)
.Secrecy
-Prevention of unauthorized information disclosure
-Privacy is the protection of individual rights to nondisclosure
.Sniffer programs(探测程序)
-Provide the means to record information passing through a computer or router that is
handling Internet traffic
figure 10-8 Anonymizer home page(provide a measure of secrecy)
10.3.2 Integrity Threats(对完整性的安全威胁)
.Exist when an unauthorized party can alter a message stream of information
.Cybervandalism(破坏他人网站)
-Electronic defacing of an existing Web site’s page
.Masquerading or spoofing(电子伪装)
-Pretending to be someone you are not
.Domain name servers (DNSs)(域名服务器)
-Computers on the Internet that maintain directories that link domain names to IP addresses
10.3.3 Necessity Threats(对即需性的安全威胁)
.Purpose is to disrupt or deny normal computer processing
.DoS attacks
-Remove information altogether
-Delete information from a transmission or file
10.3.4 Threats to the physical security of Internet communication channels(对互联网通信
信道物理安全的威胁)
.The Internet was designed from its inception to withstand attacks on its
physical communication links
.The development of the Internet was to provide an attack-resistant technology
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.An individual user's Internet service can be interrupted by destruction
of that user's link to the Internet
10.3.5 Threats to Wireless Networks(对无线网的威胁)
.Wardrivers(攻击驾驶员)
-Attackers drive around using their wireless-equipped laptop computers to search for
accessible networks
.Warchalking(攻击标记)
-When wardrivers find an open network they sometimes place a chalk mark on the building
10.3.6 Encryption Solutions(加密方法)
.Encryption(加密)
-Using a mathematically based program and a secret key to produce a string of characters that
is unintelligible
.Cryptography (加密法)
-Science that studies encryption
(1)Encryption Algorithms(加密算法)
.Encryption program(加密程序)
-Program that transforms normal text into cipher text
.subdivide encryption into three functions:
-Hash coding(哈希码)
-Asymmetric encryption(非对称加密)
-Symmetric encryption(对称加密)
.Hash coding
-Process that uses a hash algorithm to calculate a number from a message of any length
(2)Asymmetric Encryption(非对称加密)
.Encodes messages by using two mathematically related numeric keys
.Public key
-Freely distributed to the public at large
.Private key
-Belongs to the key owner, who keeps the key secret
(3)Symmetric Encryption(对称加密)
.Encodes message with one of several available algorithms that use a single numeric key
.Data Encryption Standard (DES)(数据加密标准)
-Set of encryption algorithms adopted by the U.S. government for encrypting sensitive
information
.Triple Data Encryption Standard(三重数据加密标准)
-Offers good protection
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-Cannot be cracked even with today’s supercomputers
(4)Comparing Asymmetric and Symmetric Encryption Systems(非对称和对称加密体统的
比较)
.Public-key (asymmetric) systems
-Provide several advantages over private-key (symmetric) encryption methods
.Secure Sockets Layer (SSL)(安全套接层协议)
-Provide secure information transfer through the Internet
.SSL
-Secures connections between two computers
.S-HTTP
-Sends individual messages securely
figure 103151001.gif ( Encryption Methods)
10.3.7 Ensuring Transaction Integrity with Hash Functions(用哈希函数确保交易的完整
性)
.Integrity violation(完整性篡改)
-Occurs whenever a message is altered while in transit between the sender and receiver
.Hash algorithms are one-way functions
-There is no way to transform the hash value back to the original message
.Message digest(信息摘要)
-Small integer number that summarizes the encrypted information
10.3.8 Ensuring Transaction Integrity with Digital Signatures(用数据签名确保交易完整
性)
.Hash algorithm
Anyone could
-Intercept a purchase order
-Alter the shipping address and quantity ordered
-Re-create the message digest
-Send the message and new message digest on to the merchant
.Digital signature
-An encrypted message digest
figure 103181002.gif Sending and Receiving a Digitally Signed Message
10.3.9 Guaranteeing transaction delivery(确保交易传输)
.Denial or delay-of-service attacks remove or absorb resources
.Neither encryption nor a digital signature protects information packets
from theft or slowdown
.TCP/IP builds checks into the data and tell when data packets are altered,
inadvertently or otherwise
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TRUE/FALSE
1. Secrecy protection is a legal matter.
ANS: F REF: 454
2. E-mail secrecy issues address whether company supervisors should be permitted to read
employees’ messages randomly.
ANS: F REF: 454
3. A computer that has experienced a necessity threat slows processing to an intolerably slow
speed.
ANS: T REF: 457
MULTIPLE CHOICE
1. Special software applications called ____ provide the means to record information that
passes through a computer or router that is handling Internet traffic.
a. intruder programs c. sniffer programs
b. copier programs d. backdoor programs
ANS: C REF: 455
2. A(n) ____ allows anyone with knowledge of its existence to cause damage by observing
transactions, deleting data, or stealing data.
a. sniffer c. auditor
b. backdoor d. opener
ANS: B REF: 455
3. Which of the following is the electronic defacing of an existing Web site’s page?
a. encryption c. cybersquatting
b. steganography d. cybervandalism
ANS: D REF: 457
4. ____ is pretending to be someone you are not or representing a Web site as an original
when it is really a fake.
a. Hash coding c. Cybersquatting
b. Spoofing d. Warchalking
ANS: B REF: 457
5. ____ encryption encodes messages by using two mathematically related numeric keys.
a. Physical c. Symmetric
b. Asymmetric d. Logical
ANS: B REF: 460
.Pretty Good Privacy (PGP) (非对称加密算法)
-One of the most popular technologies used to implement public-key encryption
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-Set of software tools that can use several different encryption algorithms to perform public-
key encryption
-Can be used to encrypt e-mail messages
(1) Communication channel security
(2) Know the secrecy ,integrity ,and necessity threats in more detail
(3) Secrecy threats
(4) Encryption solutions
(5) Guaranteeing transaction delivery
10.4 Security for server computers

10.4.1 Web server threats
10.4.2 Database threats
10.4.3 Other programming threats
10.4.4 Threats to the physical security of web servers
10.4.5 Access control and authentication
10.4.6 Firewalls
(2) Know electronic commerce operation
(1) Web server threats
(2) Access control and authentication
(3) Firewalls
10.4.1 Web server(Web 服务器)
.Can compromise secrecy if it allows automatic directory listings
.Can compromise security by requiring users to enter a username and password
.Dictionary attack programs(字典攻击程序)
-Cycle through an electronic dictionary, trying every word in the book as a password
10.4.2 Databade threats(对数据库的威胁)
.Electronic commerce systems store user data and retrieve product information from
databases connected to the web serve
.Trojan horse programs hidden within a database system can reveal information by changing
the access rights of various user groups. A Trojan horse can even remove access controls within a
database, giving all users complete access to the data - including intruders.
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10.4.3 Other Programming Threats(其他程序威胁)
.Buffer(缓存)
-An area of memory set aside to hold data read from a file or database
.Buffer overrun(内存超载)
-Occurs because the program contains an error or bug that causes the overflow
.Mail bomb(邮件炸弹)
-Occurs when hundreds or even thousands of people each send a message to a particular
address
10.4.4 Threats to the physical security of Web servers(Web 服务器的物理安全威胁)
.Web servers and the computers are used to supply content and transaction
-processing capabilities to electronic commerce web sites,must be protected from physical
harm
.Companies can take additional steps to protect their Web servers
.Some companies rely on their service providers to help with Web server security
10.4.5 Access control and authentication(访问控制和鉴定)
.Access control and authentication refers to controlling who and what has
access to the Web server
.When a server requires positive identification of a user,it requests that
the client send a certificate
.The server can authenticate a user in several ways
figure 104081001.gif wall street journal(Logging on with a username and password
10.4.6 Firewalls(防火墙)
.Software or hardware and software combination installed on a network to control packet
traffic
.Provides a defense between the network to be protected and the Internet, or other network
that could pose a threat
.Characteristics
-All traffic from inside to outside and from outside to inside the network must pass through
the firewall
-Only authorized traffic is allowed to pass
-Firewall itself is immune to penetration
.Trusted
-Networks inside the firewall
.Untrusted
-Networks outside the firewall
.Packet-filter firewalls(信息包过滤服务器)
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-Examine data flowing back and forth between a trusted network and the Internet
.Gateway servers(网关服务器)
-Firewalls that filter traffic based on the application requested
.Proxy server firewalls(代理服务器防火墙)
-Firewalls that communicate with the Internet on the private network’s behalf
TRUE/FALSE
1. The shorter the session key, the more resistant the encryption is to attack.
ANS: F REF: 464
2. A Web browser that has entered into an SSL session indicates that it is in an encrypted
session.
ANS: T REF: 464
MUTIPLE CHOICE
1. A Web server can compromise ____ if it allows automatic directory listings.
a. necessity c. secrecy
b. integrity d. wardrivers
ANS: C REF: 469
2. A(n) ____ is an area of memory set aside to hold data read from a file or database.
a. RAM c. buffer
b. cookie d. main memory
ANS: C REF: 470
3. A(n) ____ attack occurs when hundreds or even thousands of people each send a message
to a particular address.
a. mail bomb c. nuisance
b. mass mail d. e-mail
ANS: A REF: 471
(2) Know electronic commerce operation
(3) Web server threats
(4) Access control and authentication
(5) Firewalls
10.5. Organizations that Promote Computer Security

10.5.1 CERT
10.5.2 Other Organizations
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10.5.3 Computer Forensics and Ethical Hacking
(1) Organizations that promote computer security
(2) Know some organizations
(1) Cert
(2) Computer fornsics and ethical hacking\
10.5. Organizations that Promote Computer Security(促进计算机安全的组织)
10.5.1 CERT(Computer Emergency Response Team)(计算机紧急反应团队)
.Responds to thousands of security incidents each year
.Helps Internet users and companies become more knowledgeable about security risks
.Posts alerts to inform the Internet community about security events
10.5.2 Other Organizations
.SANS Institute
-A cooperative research and educational organization
.SANS Internet Storm Center
-Web site that provides current information on the location and intensity of computer attacks
.Microsoft Security Research Group(微软安全研究集团)
-Privately sponsored site that offers free information about computer security issues
10.5.3 Computer Forensics and Ethical Hacking(计算机安全发展和测试)
.Computer forensics experts
-Hired to probe PCs and locate information that can be used in legal proceedings
.Computer forensics
-The collection, preservation, and analysis of computer-related evidence
.Ethical Hacker
-They are often hired by companies to test computer security safeguards
(1) Orgnization that promote computer security
(2) Know some organizations
(3) Cert
(4) Computer fornsics and ethical hacking
1. http://secinf.net
188
2. http://www.information-security-policies-and-standards.com
3. http://www.cookiecentral.com
4. http://browser.netscape.com/ns8
5. http://www.eff.org/Privacy/Marketing/web_bug.html
6. http://www.cerias.purdue.edu/about/history/coast_resources/java_security
7. http://www.microsoft.com/security/default.mspx
8. http://us.mcafee.com/virusInfo
9. http://www.entrust.com
10. http://www.jjtc.com/Steganography
11. http://www.pgp.com
12. http://www.zonelabs.com/store/content/home.jsp
13. http://www.cert.org
1. Alexander,S.2000."Viruses,Worms,Trojan Horse and Zombies,"Computerworld,

34(18),May 1,74
2. Austin,R.and C.Darby.2003."The Myth of Secure Computing," Harvard Business
Review,81(6),June,120-126
3. Baltazar,H.2000."Hacker Attacks Welcomed," eWeek,17(26),June 26,30-34
4. Cohen,A.2001."When Terror Hides Online," Time,November 12,65
5. Erlanger,L.2002."Defensive Strategies," PC Magazine,21(19),November 5,70-72
6. Fisher,D.2001."Cracking Down on Hackers," eWeek,18(44),November 12,1-2
7. Krim,J.2003."WiFi Is Open,Free and Vulnerable to Hackers:Safeguarding
Wireless Networks Too Much Trouble for Many Users," The Washington Post,July 27,A1
8. Mackey,D.2003.Web Security for Network and System Administrations.Boston:
Course Technology
9. Petreley,N.2001."The
(1)Assets that companies must protect

-Client computers
-Computer communication channels
-Web servers
(2)Communication channels, in general, and the Internet, in particular are especially
189
vulnerable to attacks
.Encryption
-Provides secrecy
(3)Web servers are susceptible to security threats
(4)Programs that run on servers might
-Damage databases
-Abnormally terminate server software
-Make subtle changes in proprietary information
-Security organizations include CERT and SANS
Chapter 11 Payment Systems for Electronic Commerce
（第十一章电子商务支付系统）

11.1 On line Payment (在线支付) Basics
11.2 Payment Cards(支付卡)
11.3 Electronic Cash(电子现金)
11.4 Electronic Wallet(电子钱包)
11.5 Stored-Value Cards(储值卡)

(1)The basic functions of online payment systems
(2)The use of payment cards in electronic commerce
(3)The history and future of electronic cash
(4)How electronic wallets work
(5)The use of stored-value cards in electronic commerce
(6)Internet technologies and the banking industry
Acquiring bank 商业银行：是同时接受支付卡的（互联网和非互联网）商家开展业务的
190
银行。
Anonymous electronic cash 匿名电子现金：像传统的钞票和硬币一样，无法跟踪谁是消
费者的电子现金。
Automated Clearing House(ACH) 自动清算所：美国的 ACH 是覆盖全美的一个电子清算
系统，用于银行间票据交换和清算，主要解决纸质支票的低效和安全问题。ACH 适用于工
资发放、政府福利津贴、养老金的发放、保险费、消费者账单、抵押分期付款及利息的支付、企
业间贷款结算等，主要为政府机构、公司、企业、消费者提供小额支付服务。
Card not present 不出示卡：商家接受信用卡进行在线支付或者电话订单时，由于商家
与购物者不再同一地点，称之为“不出世卡”。
Chargeback 退款：如果消费者拒绝付款，商业银行就要抽回放在商家账户上的资金并
转给消费者。
Charge card 签账卡：没有事先确定消费限制，在结算期末要交清所有开销，没有信用
限制，也不收取利息。
Client-side electronic wallet 客户端电子钱包：是在消费者自己的计算机上存储消费者的
信息的电子钱包。
Closed loop system 封闭系统：在某些支付卡系统中，银行和其他金融机构的作用相当
于持卡人和商家之间的经纪人，没有其他的机构参与交易，这样的系统称为封闭系统。
Credit card 信用卡：是按用户的信用限制，事先确定一个消费限度。在每次结算期内时，
信用卡用户可以花光卡上的余额，并支付一个最低费用。信用卡发卡行会对未结清的赊帐收
取一定的利息。
Debit card 借记卡：由持卡人的银行发行，不能赊帐，而是将交易额从持卡人的银行账
户中减去，转入商家的银行。
Double-spending 重复消费：是指将同一电子货币付给两家商店而造成的两次花费同一
电子现金的现象。
Due diligence 信用核查：检查储户的信用历史和银行记录。
Electronic cash 电子现金：指由公司（非政府）建立的各种非纸币或硬币的资金存储与
交换系统，它可以替代政府发行的通货。
Electronic Commerce Modeling Language(ECML) 电子商务模型语言：是由
IBM，MasterCard，微软，Sun，以及其它几个企业在今年 6 月发布的，是一种开放式的标
准，允许任何一位商家接受来自任何一种兼容 ECML 电子钱包所输入的信息。
Electronic wallet(e-wallet) 电子钱包：与实际钱包一样，电子钱包是可以存放信用卡、电
子现金、所有者的身份证、所有者地址以及在电子商务网站的收款台上所需的其他信息，有
时还可存放地址簿。
EMV standard EMV 标准：EMV 是 Europay、万事达（MCI）和 Visa 三大国际组织共同
制订的 IC(智能/芯片)卡金融支付应用标准———简称 EMV 规范。
Extensible system 可扩展系统：指能够方便地增强功能同时又不破坏早期工作的系统。
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Float 储备金：存储在账户上不能立即使用的资金。
Interoperable software 互可操作软件：可在多种硬件平台的各种操作系统上透明地运行
的软件。
Merchant account 商家账户：在线商家要在互联网交易中处理支付卡，必须先在银行设
置一个账户，此账户即商家账户。
Merchant bank 商家开户行：商家开设账户所在的银行称为商家开户行。
Micropayments 微额支付：在互联网上支付 1 美元以内的商品的支付方式叫微额支付。
Money laundering 洗钱：把非法获得的钱合法化。
Open loop system 开发系统：在某些支付卡系统中，除了持卡人和商家外，还需要已经
或者几家中间银行负责协调资金转移，交易由第三方处理，这样的系统称为开发系统。
Payment card 结算卡：范指消费者采购所用的各种塑料卡。
peer-to-peer(p2p) payment system 对等支付系统：PayPal 为个人提供的免费清算服务称
为对等支付系统。
Personal identification number(PIN) 个人身份号：是顾客选择的一个随机数字组合，用
做资金交易的口令。
Scrip 代币：是由公司而不是由政府发行的数字现金。
Server-side electronic wallet 服务器端电子钱包：是安装在商家服务器或电子钱包软件
公司的服务器上存储消费者信息的电子钱包。
Small payments 小额支付：在互联网上支付 10 美元以内的商品的支付方式叫小额支付。
Smart card 智能卡：是嵌入了一个微处理芯片的塑料卡，在芯片中存储了大量的信息。
Stored-value card 储值卡：可以是复杂的智能卡，也可以是在磁条上记录余额的磁卡。
11.1 on line Payment Basics（第 1 节在线支付基础）
(1).Payments cards( 支付卡 ),electronic cash( 电子现金 ),software wallets( 电子钱包 ), and
stored-value cards(储值卡)are four basic
(2).electronic payment technologies.
(1).Electronic payments can be convenient for customers and can save money.
(2).Four basic ways to pay for purchases dominate both traditional and electronic business-
to-consumer commerce.
(3).Credit cards are by far the most popular form of consumer electronic payments online.
(4).Scrip(代币) is another payment medium.
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11.1 Online Payment Basics
(1)Cash, checks, credit cards, and debit cards
(2)Most popular consumer electronic transfers (电子转账 ) are automated payments of
auto loans，insurance payments，mortgage payments (贷款)
(3)Scrip (代币)
CHOICE
(1)____ is digital cash minted by a company instead of by a government.
a. Virtual signal
b. Scrip
c. Digital signal
d. Electronic signal
ASW:B
(2)____ cards are by far the most popular form of consumer electronic payment online.
a. Scrip
b. Credit
c. Internet
d. Smart
ASW:B
(3)Most current scrip offerings, such as eScrip, National Scrip Center, and Scrip.com focus
on the ____ fundraising market.
a. not-for-profit
b. for-profit
c. government
d. loansharking
ASW:A
(4)Cash, checks, credit cards, and debit cards account for more than ____ percent of all
consumer payments in the United States.
a. 30
b. 40
c. 50
d. 90
ASW:D
(5)____ is like a gift certificate that is good at more than one store.
a. Scrip
b. Check 21
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c. P2P
d. ACH
ASW:A
TRUE/FALSE
(1)Sending bills and receiving payments over the Internet can drop the transaction cost to an
average of 50 cents per bill.
ASW:T
(1)cash, checks, credit cards, and debit cards
·account for more than 90 percent of all consumer payments in the United States
(2) electronic transfers are automated payments of
·auto loans
·insurance payments
·mortgage payments
(3)Scrip
·digital cash minted by a company
·cannot be exchanged for cash
·like a gift certificate
11.2 Payment Cards(支付卡)
11.2.1 Advantages and Disadvantages of Payment Cards

11.2.2 Payment Acceptance and Processing
(1).In this part, you will learn about:
(2).Payment cards is one of four payment technologies.We will learn about its properties
,advantage,disadvantages,and how does it work.
(1).The main categories of payment cards are credit cards(信用卡),debit cards(借记卡),and
charge cards(签账卡).
(2).Payment cards provide fraud(欺诈) protection，and can be accepted worldwide.
(3).Payment card service companies charge merchants per-transaction fees and monthly
processing fees.
(4).Payment acceptance and processing,merchant account,process payment cards online.
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11.2 Payment Cards
(1) Describe all types of plastic cards used to make purchases
(2)Credit card(信用卡)
(3)Debit card (借记卡)
(4)Charge card(签账卡)
11.2.1 Advantages and Disadvantages of Payment Cards
(1)Advantage
(2)Disadvantage
11.2.2 Payment Acceptance and Processing
Steps followed once a merchant receives a consumer’s payment card information
·Merchant authenticates(验证) payment card
·Merchant checks with payment card issuer(发卡机构)
To ensure that credit or funds are available
Puts a hold on(冻结) the credit line or the funds needed to cover the charge
·Settlement(结算) occurs
(1)Open and Closed Loop System
(2)Merchant Accounts(商家账户)
(3)Processing Payments Online
CHOICE
(1)A(n) ____ carries no spending limit, and the entire amount charged to the card is due at
the end of the billing period.
a. credit card
b. charge card
c. debit card
d. smart card
ASW:B
(2)On a packet-switched network, files and e-mail messages are broken down into small
pieces, called ____.
a. messages
b. pieces
c. circuits
d. packets
ASW:D
(3)In a(n) ____ system, the card issuer pays the merchants that accept the card directly and
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does not use an intermediary, such as a bank or clearinghouse system.
a. open loop
b. closed loop
c. virtual loop
d. technical loop
ASW:B
(4)Whenever a third party processes a transaction, the system is called a(n) ____ system.
a. open loop
b. closed loop
c. digital loop
d. technical loop
ASW:B
(5)A(n) ____ bank is a bank that does business with sellers that want to accept payment
cards.
a. online
b. merchant
c. virtual
d. broker
ASW:B
TRUE/FALSE
(1)American Express and Discover card are examples of open loop systems.
ASW:F
(2)Visa and MasterCard issue cards directly to consumers.
ASW:T
Describe all types of plastic cards used to make purchases
·credit card
·debit card
·charge card
(1) Advantages and Disadvantages of Payment Cards
·advantage
·disadvantage
(2) Payment Acceptance and Processing
·open and Closed Loop System
·merchant Accounts
·processing Payments Online
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11.3 Electronic Cash
11.3.1 Micropayments and Small Payments
11.3.2 Privacy and Security of Electronic Cash
11.3.3 Holding Electronic Cash:Online and Offline Cash
11.3.4 Advantages and Disadvantages of Electronic Cash
11.3.5 How Electronic Cash Works
11.3.6 Providing Security for Electronic Cash
11.3.7 Electronic Cash Systems
(1).The history and future of electronic cash
(2).Privacy and Security of Electronic Cash
(3).Advantages and Disadvantages of Electronic Cash
(4).How Electronic Cash Works
(1).Micropayments (微支付)and Small Payments(小额支付)
(2).How Electronic Cash Works
(3).Providing Security for Electronic Cash
(4).Electronic Cash Systems
11.3 Electronic Cash(电子现金)
(1)Term that describes any value storage and exchange system( 资金存储和交换系统 )
created by a private entity that
(2)Attractive in two arenas(两个有利因素)
11.3.1 Micropayments and Small Payments
(1)Micropayments(微额支付)
(2)Small payments(小额支付)
11.3.2 Privacy(保密) and Security(安全) of Electronic Cash
(1)Concerns about electronic payment methods include
(2)Advantages of electronic cash
11.3.3 Holding Electronic Cash: Online and Offline Cash
(1)Online cash storage (在线现金存储)
(2)Offline cash storage(离线现金存储)
(3)Double-spending(重复消费)
11.3.4 Advantages and Disadvantages of Electronic Cash
(1)Advantages of electronic cash
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(2)Disadvantages of electronic cash
11.3.5 How Electronic Cash Works
(1)A consumer opens an account with an electronic cash issuer(电子现金发行所)andpresents
proof of identity.
(2)The consumer can withdraw electronic cash by accessing the issuer's Web site and
presenting proof of identity,such as a digital certificate issued by a certification authority,or a
combination of a credit card number and a verifiable bank account number.
(3)The issuer verifies the consumer's identify and gives the consumer a specific amount of
electronic cash and deducts the same amount from the consumer's account.
(4)The consumer can store the electronic cash in an electronic wallet on his or her
computer,or on a stored-value card.
Use Electronic Cash to Pay
11.3.6 Providing Security for Electronic Cash
(1)Cryptographic algorithms(加密算法)
(2)Anonymous electronic cash (匿名电子现金)
(3)Creating truly anonymous electronic cash
11.3.7 Electronic Cash Systems
(1)CheckFree(公司名称，全球最大的在线支付处理公司)
(2)Clickshare（面向报刊出版商的电子现金系统）
(3)PayPal(一种非常流行的电子现金结算系统)
CHOICE
(1)____ is spending a particular piece of electronic cash twice by submitting the same
electronic currency to two different vendors.
a. Double spending
b. Ignorant spending
c. Double shopping
d. Illegal shopping
ASW:A
(2)____ electronic cash is electronic cash that cannot be traced back to the person who spent
it.
a. Blank
b. Virtual
c. Anonymous
d. Insignificant
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ASW:C
(3)Internet payments for items costing from a few cents to approximately a dollar are called
____.
a. minipayments
b. micropayments
c. minitransactions
d. microtransactions
ASW:B
(4)Electronic cash ____ means that it must be freely transferable between any two parties.
a. transparency
b. convenience
c. independence
d. portability
ASW:D
(5)____ is an electronic cash system aimed at magazine and newspaper publishers.
a. CheckFree
b. Clickshare
c. MilliCent
d. CyberCash
ASW:B
TRUE/FALSE
(1)When electronic cash is independent, it is unrelated to any network or storage device.
ASW:T
(2)The threat of prosecution is the main deterrent to double spending.
ASW:T
·term
·attractive in two arenas
(1)Micropayments and Small Payments
·micropayments
payments of less than $1
·small payments
payments of less than $10
(2)Privacy and Security of Electronic Cash
·concerns about electronic payment methods include
privacy and security, independence, portability, convenience
·advantages of electronic cash
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independent and portable
(3)Holding Electronic Cash: Online and Offline Cash
·online cash storage
·offline cash storage
·double-spending
(4)Advantages and Disadvantages of Electronic Cash
·advantages of electronic cash
efficient costs less
·disadvantages of electronic cash
no audit trail, money laundering, forgery
(5)How Electronic Cash Works
·a consumeropens an account
·the consumer withdraw electronic cash
·the issuer verifies the consumer's identify
·the consumer can store the electronic cash
(6)Providing Security for Electronic Cash
·cryptographic algorithms
·anonymous electronic cash
·creating truly anonymous electronic cash
(7)Electronic Cash Systems
·checkFree
·clickshare
·PayPal
11.4 Electronic Wallet

11.4.1 Microsoft .NET Passport
11.4.2 Yahoo! Wallet
11.4.3 W3C Micropayment Standards Development Activity
11.4.4 The ECML Standard
(1)How electronic wallets work
(2)learn two survival(幸存的) e-wallet Microsoft .NET Passport and Yahoo! Wallet
(1)Electronic wallets Provide convenience to online shoppers
(2)Electronic wallets Eliminate the need to reenter payment card and shipping information at
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a site’s electronic checkout counter
(3)Microsoft .NET Passport,Yahoo! Wallet
11.4 Electronic Wallets(电子钱包)
(1)Hold credit card numbers, electronic cash, owner identification, and contact information
(2)Give consumers the benefit of entering their information just once
(3)Make shopping more efficient
(4)Server-side electronic wallet(服务器端电子钱包)
Stores a customer’s information on a remote(远程) server belonging to a particular merchant
or wallet publisher
(5)Client-side electronic wallet (客户端电子钱包)
Stores a consumer’s information on his or her own computer
11.4.1 Microsoft .NET Passport(微软公司提供的电子钱包)
(1)An electronic wallet operated by Microsoft
(2)Passport consists of four integrated(完整的) services
·Passport single sign-in(登陆) service (SSI)
·Passport Wallet service
·Kids Passport service(儿童不宜服务)
·Public profiles(公开档案服务)
Microsoft .NET Passport Home Page
11.4.2 Yahoo! Wallet(门户网站 Yahoo!提供的电子钱包)
(1)Server side electronic wallet offered by Yahoo!
(2)Lets users store information about several major credit and charge cards
(3)Many industry observers(行业观察家) and privacy rights activist groups(隐私权保护组
织) are concerned about electronic wallets
11.4.3 W3C Micropayment Standards Development Activity
(1)Common Markup for Micropayment Per-Fee-Links
·Standards developed by W3C Electronic Commerce Interest Group (ECIG)(电子商务协会
的电子商务组)
·Provide extensible( 可扩展的 ) and interoperable( 互可操作的 ) way to embed( 嵌入 )
micropayment information in a Web page
(2)Extensible system(可扩展系统)
One that developers can add to (or extend) without voiding any earlier work on the system
W3C Proposed Micropayment HTML Tags
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11.4.4 The ECML(电子商务语言模型) Standard
(1)Electronic Commerce Modeling Language (ECML)
·Users can enter credit card and address information once into an ECML-capable( 支持
ECML 的) electronic wallet
·Users control access to their ECML electronic wallets CHOICE
(1)PayPal earns a profit on the ____, which is money that is deposited in PayPal accounts and
not used immediately.
a. scrip
b. commission
c. transaction cost
d. float
ASW:D
(2)A(n) ____ electronic wallet stores a consumer's information on the his/her own computer.
a. server-side
b. client-side
c. online
d. virtual
ASW:B
(3)The ____ service helps parents protect and control their children's online privacy.
a. Kids Passport
b. Hidden Passport
c. Teen Passport
d. Protected Passport
ASW:A
(4)The ECML standard will expedite online processing for customers by simplifying the
____ procedure.
a. identification
b. calculating
c. form-filling
d. transaction
ASW:C
(5)A disadvantage of ____ wallets is that they are not portable.
a. server-side
b. client-side
c. online
d. virtual
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ASW:B
TRUE/FALSE
(1)Online cash storage is the virtual equivalent of money kept in a wallet.
ASW:F
(2)In the W3C proposed micropayment HTML tags, the tag "buyurl" identifies what the
client is buying.
ASW:T
(3)Several groups have attempted to enact standards intended to address wallet privacy
concerns.
ASW:T
(1)Microsoft .NET Passport
·An electronic wallet operated by Microsoft
·Passport consists of four integrated services
SSI service, Kids Passport service, Public profiles
(2)Yahoo! Wallet
·offered by Yahoo!
·Lets users store credit and charge cards
(3) W3C Micropayment Standards Development Activity
·Common Markup for Micropayment Per-Fee-Links
·Extensible system
(4)The ECML Standard
·Electronic Commerce Modeling Language (ECML)

11.5.1 Magnetic Strip Cards(磁卡)
11.5.2 Smart Cards(智能卡)
(1)The use of stored-value cards in electronic commerce
(2)Magnetic Strip Cards and Smart Cards
(1)Magnetic Strip cards cannot send or receive information,cannot increment or
decrement(消耗) value of cash stored on the card
(2)Smart cards intends to replace the collection of plastic cards people now carry
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(3)Smart card is better suited for Internet payment transactions
(1)Can be an elaborate( 复杂的 ) smart card with a microchip( 芯片 ) that records currency
balance(余额)
(2)Common stored-value cards
·Prepaid(已支付的) phone, copy, subway, and bus cards
11.5.1 Magnetic Strip Cards(磁卡)
(1)Cannot send or receive information
(2)Cannot increment or decrement(消耗) value of cash stored on the card
(3)Processing must be done on a device(设备) into which the card is inserted
(4)Smart card
·Better suited for Internet payment transactions
11.5.2 Smart Cards(智能卡)
(1)Stored-value cards
(2)Can hold private user data, such as financial facts
(3)Can store about 100 times more information than a magnetic strip plastic card
(4)Safer than conventional(普通的) credit cards
Octopus Smart Card(Octopus 智能卡) Information on the Hong Kong Citybus Site
(4)Smart Card Alliance(智能卡协会)
·Promotes benefits of smart cards
·Promotes widespread acceptance of multiple-application(多功能) smart card technology
·Members include companies in banking, financial services, computer technology, and
healthcare
·Promotes compatibility among smart cards, card reader devices, and applications
CHOICE
(1)A(n) ____ can be an elaborate smart card with a microchip or a plastic card with a
magnetic strip that records the currency balance.
a. stored-value card
b. credit card
c. electronic card
d. virtual card
ASW:A
(2)A(n) ____ is a stored-value card that is a plastic card with an embedded microchip that can
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store information.
a. credit card
b. debit card
c. charge card
d. smart card
ASW:D
(1)Smart cards are widely accepted by merchants around the world and they provide
assurances for both the consumer and the merchant.
ANS:F REF: 494
(1)Magnetic Strip Cards
·Cannot send or receive information
·Cannot increment or decrement value of cash stored on the card
·Processing must be done on a device into which the card is inserted
·Smart card
Better suited for Internet payment transactions
(2) Smart Cards
·Stored-value cards
·Can hold private user data, such as financial facts
·Can store about 100 times more information than a magnetic strip plastic card
·Safer than conventional credit cards
·Smart Card Alliance
Case 1
In 1991, a teenager named Max Levchin immigrated from the Ukraine to the United States.
Setting in Chicago, Levchin had a burning interest in cryptography.He majored in computer
science at the University of Illinois and spent many hours at the school's Center for
Supercomputing, pursuing his passion for making and breaking codes. When he graduated in
1998, he headed for the heart of the computer industry in Palo Alto, California. Levchin has
managed to turn his knowledge into a successful business. As cofounder and chief technical
officer of PayPal, an online payment processing company that you will learn about in the chapter,
Levchin has used his expertise in cryptography and computer security to protect the film from
losses that
could destroy it. PayPal, founded in 1999, operates a service that lets people exchange money over
the Internet. It has become the most used payment system for clearing auction transactions on
eBay. People can also use PayPal to send money to anyone who has an e-mail address and to
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receive money. PayPal charges very small fees to business users and no fees at all to individuals,
so its profit margins are small. However, it has grown so rapidly that its thin profit margins are
realized on a very large number of users. The company has been able to raise $211 million in
funding (almost half of that amount after the dot-com bubble burst) and its prospects look good. A
single, well-organized, large-scale fraud attack on PayPal, however, could put the company out of
business quickly. Levchin's current contribution to the company's success is his development of
payment surveillance software that continually monitors PayPal transaction. The software
searches millions of transactions as they occur every day and looks for patterns that might indicate
fraud. The software notifies PayPal managers immediately when it finds something suspicious.
The software appears to be working very well. Companies that process credit card transactions
have experienced much larger fraud occurrence rates on the Web (about 1.13 percent) that in
physical stores (about .70 percent). PayPal claims to have kept its fraud rate below .50 percent. As
long as PayPal can keep its fraud rate low, it can continue to charge lower transaction fees than its
competitors and still make a profit.Some industry observers believe that PayPal's ability to avoid
high fraud rates could make it a serious competitor to banks in other areas of financial transaction
handling,such as credit card processing.PayPal's largest customer group has always been the
participants (buyers and sellers) on the auction Web site eBay. As you will learn in this chapter,
eBay spent three years working to establish its own payments service that could compete
effectively with PayPal.In October 2002, eBay finally gave up and bought PayPal for $1.4 billion.
PayPal continuesto offer payment services under its own name as a division of eBay.
Case 2
2004 年 6 月 16 日，来自计世资讯的一份调查报告显示，虽然电子化支付手段及金卡工
程在北京市已经推广几年，但截止至 2004 年第一季度，北京市民使用电子化支付手段的仅
占三成；每月通过电子化支付手段交易额仅占居民消费支出的 8.4%。该报告的详细内容显
示，截止至 2004 年第一季度，北京市家庭使用电子化支付手段的比例平均为 31.1%。在北
京市家庭电子化支付手段中，银行卡支付比例占 13.7%，网上银行支付占 2.2%，公共事业
IC 卡占 2.5%。北京市家庭公共事业 IC 卡使用中，电卡使用率最高，为 10.7%，其次是医保
卡和燃气卡，其使用率分别为 5.5%和 4.9%，社保卡占 2.1%，公交卡占 2.0%，交通卡占
1.8％，市民卡占 1.2%。
　　报告还显示：北京市家庭每月通过电子化支付手段交易额平均为 79.78 元。北京市家庭
每月通过电子化支付交易总额为 33314.4 万元。据北京市统计局公布的 4 月份北京市居民人
均消费支出为 951.8 元计算，市民电子化支付的交易额仅为消费支出的 8.4%。
《远东经济评论》曾经撰文指出，目前，在中国，只有 4％的商家接受信用卡，但即便是
这些商户也对刷卡消费缺乏兴趣。商户要求客户尽可能支付现金，这样可以少交费。这也是
最近以来在从深圳到上海发生的“商家抵制银行卡”事件的原因所在。
　　从中国和美国一组关于电子支付环境的数据中可以看到，号称“无现金消费”的美国，
其人均持卡率为 4.8 张，而中国仅 0.29 张；特约商户普及率美国近 100％，中国 4％；持卡
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人三个月内平均用卡次数这一指数中，美国 28.5 次，中国是 2 次。在美国和欧洲，信用卡、
转账卡、储值卡等电子支付工具逐渐取代传统支票，美国支票使用率平均每年降幅约 3%左
右；欧洲电子支付已占所有非现金交易支付的比例达 77%。
　　除了上面提到的中国特约商户比例仍然比较低，电子支付的适用范围仍然受到限制，
专家还指出，在支付文化中，消费观念的转变也是一个本质的问题。据信用卡行业杂志
NilsonReport 报道，中国的信用卡用户只有大约 5％透支，而在美国，有 75％的持卡人每年
至少透支一次。不愿意接受透支的中国消费者更多地把信用卡作为一种身份象征，而透支被
很多消费者看作是一种冒险的行为。
　　在支付系统参与者方面，除了银行，非银行机构的角色差异也在支付文化中占据重要
地位，如邮政服务系统、信用卡组织、电信运营商等。由电信运营商参与的移动小额支付在全
世界已经有很多应用的先例，在中国“手机银行”业务也早在推广中，但从目前来说发展的
速度并不是很快。
在支付文化的政策与法律方面，欧洲和美国的方式也有很大的差异，相对来说，美国宽
松的环境使美国成为了全球电子支付发展最快的国家。具体来说，20 世纪 90 年代初电子货
币开始出现时，大多数欧洲央行很快作出反应，制定大范围的规则以控制电子货币产品，
2000 年欧盟委员会颁布的 EMI 指令就对电子货币给出了严格的定义。欧洲的策略反映了欧
洲的传统观念，即支付作为一项业务必须被银行有效地控制。
　　中国电子支付的发展有很强的动力因素，创造相对宽松的政策环境对挑战中国传统支
付文化应该有很大的作用。
案例问题:
1.目前网上电子支付方式有哪些？
2.在我国哪几种电子支付工具可以采用？
3.电子支付涉及到的技术和环境有哪些？
(1)http://202.119.2.197/webcourses/btob/CH8/ch8-2-3.htm
(2)http://www.ccyzz.net/shangwu/1/ciyemian4/di1/kecheng.htm
(3)http://ecp.jxvtc.net/eb/wsyh/dzqbgl/EWalletPay/NewLogin.asp
(4)http://home.jit.edu.cn/jitwfx/ec/yuandi/jxxt/ch4/4-2-1.htm
(5)http://www.cmbchina.com/
(6)http://www.chinaepayments.com/\channel.asp?page=card
(7)http://www.beijing.com.cn/
(8)http://www.chinapay.com/
(9)http://tech.ccidnet.com/pub/article/c299_a45119_p1.html
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(10)http://www.payex.cn/intro-card.htm
(11)http://zcwy2.tjpnet.gov.cn/info/card.htm
(1)Andrews,w.1999."The Digital Wallet:A concept Revolutionizing E-Commerce," Internet

World,October 15,35-45.
(2)Bannan,K.2001."No Credit? No Probem! Digital Cash Made Easy," PC
world,19(2),February,60-61.
(3)Barlas,p.2003."PayPal Pushes for Business Use," Investor's Business Daily,October
24,A4.
(4)Bryant,A.2000."Plastic Is Getting Smarter," Newsweek,October 16,80.
(5)Card Technology.2000."The Long Climb Ahead," March,30-34.
(6)DeCarmo,L.2000."Security Protocols and Performance," Dr.Dobb's
Journal,25(11),November,40-48.
(7)Glasner,J.2002."Target's Use of Technology Boosts Its Brand Image," Business 2.0,June.
(8)Kingston,J.2003."E-Pay Overtaking Paper;Clients Want MORE Integration," American
Banker,October 1,7.
(9)Magnusson,P.2001."Yes,They Certainly Will," Business Week,November 5,90-91.
(10)Markoff,J.2002."Vulnerability is Discovered in Security for Smart Card," The New York
Times,May 13.
(11)Mearian,L.2001."Visa Smart-Card Hardware Ready, But Software Isn't,"
Computerworld,35(20),May 14,10.
(12)Miles,S.2002."What's a Check? After Years Of False Starts, Online Banking Is Finally
Catching On," The Wall Street Journal,October 21,R5.
(13)Mulligan,P.and S.Gordon.2002."The Impact of Information Technology on Customer and
Supplier Relationships
in the Financial Services, "International Journal of Service Industry Manangement,13(1),29-
46.
(14)Nerurkar,U.2000."Security Analysis & Design," Dr.Dobb's
Journal,25(11),Novermber,50-56.
(15)Ptacek,M.2001."CompuBank's Demise May Signal a New Era," American
Banker,166(63),April 2,16.
(16)Rosen,C.2001."The E-Buck Stops Here," Information Week,June 4,55-57
(17)Roth,A.2001."ACH Volume Growth Slowest in Decade,"American Banker,166(77),April
23,1-2.
(18)Schwartz,E.2001."Digital Cash Payoff,"Technology Review,104(10),December,62-68.
208
(19)Tedeschi,B.2001."Online Billing,An Idea That Looked Like a Winner,Has Held Its
Own,"The New York Times, June4,C8.
(20)Walker,L.2001."The Slow Evolution of Online Bill Paying,"The Washington
Post,September 6,E1.
(1)Most popular forms of payment on the Internet

·Credit card
·Debit card
·Charge cards (payment cards)
(2)Electronic cash
·Form of online payment
·Slow to catch on in the United States
·Especially useful for making micropayments(微额支付)
·Advantages
Portable, anonymous, and usable for international transactions
(3)Electronic wallets
·Provide convenience to online shoppers
·Eliminate(消除) the need to reenter(再加入) payment card and shipping information at a
site’s electronic checkout counter
(4)Smart cards
·Intended to replace the collection of plastic cards people now carry
(5)Phishing expeditions
·Create significant threat to online financial institutions and their customers
Chapter 12 Planning for Electronic Commerce
（第十二章电子商务计划）
209
12.1 Planning Electronic Commerce Initiatives
12.2 Strategies for Developing Electronic Commerce Web Site
12.3 Managing Electronic Commerce Implementation
(1)In this chapter, you will learn about:

(2)Planning electronic commerce initiatives
(3)Strategies for developing electronic commerce Web sites
(4)Managing electronic commerce implementations
24/7 operation(不间断运作)——服务商为电子商务网站提供每天 24 小时、每周 7 天所需
的人员和专业技术。
Account manager(客户经理)——记录项目所用的各种版本的网站或者记录项目进展，
以便未来合并成一个大网站。
Applications specialist(应用专家)——安装并维护电子商务软件包的信息系统人员。
Business manager(业务经理)——主要负责实施业务计划并实现内部团队设定的目标。
Call center( 呼叫中心 )—— 为其他公司处理客户电话和电子邮件的公司。 Capital
investment(基建投资)——公司在设备、人员或其他财产上的重大投资。 Capital project(基建
项目)——公司在设备、人员或其他财产上的重大投资。 Component outsourcing(局部外包)—
—公司将部分项目交给另一家专业公司进行设计、开发、实施和运作。
Content creator(内容创作师)—— 专门为网站设计、创作相关内容的人员。 Content
editor(内容编辑)——对公司所需内容、材料购买后，改变后放在网站上的人员。
Content manager(内容经理)——对公司所需内容、材料购买后，改变后放在网站上的人
员。
Customer service(客户服务)——在电子商务运营中帮助设计和应用客户关系管理，例
如发布和管理密码、处理客户电子邮件等。
Database administration(数据库管理)——用于支持交易处理、订单输入、查询管理或后勤
运输等活动。
Downstream strategies( 下向策略 )—— 企业关注企业为客户提供的价值。 Early
outsourcing(早期外包)——公司将最初的网站设计和开发外包出去，由外包商培训公司的信
息人员，并把网站的运营交给他们。
Fast venturing(快速风险投资)——公司的外部资本伙伴和具备快速开发与扩展项目所需
210
经验与技能的运营伙伴在公司创业初期提供的资金、技术、管理等。Incubator(孵化器)——以
低价格为创业公司提供办公场所、财务与法律咨询、计算机、互联网连接的公司。
Late outsourcing(晚期外包)——公司自己的信息系统人员完成项目最初的设计和开发工
作，实施这个系统，直到它成为公司稳定的组成，然后把系统的维护工作外包。 Network
operator(网络运营员)——预测和监控负荷、解决网络出现的问题、设计和应用容错技术，以
及管理外包给服务商或电话公司的网络运行业务。 Opportunity cost(机会成本)——公司因为
不行动而导致的效益损失。Outsourcing(外包)——企业委托另一家公司为项目提供外部支持
的做法。 Partial outsourcing(部分外包)——公司将部分项目交给另一家专业公司进行设计、
开发、实施和运作。
Post-implementation audit( 事后审计 )—— 在项目运营后进行的正式复审。 Project
management(项目管理)——它是一整套用于计划和控制为达到某个目标所采取行动的规范
技术。
Project management software(项目管理软件)——支持进行项目管理的软件，它提供了
管理资源和时间的整套工具，如 Microsoft Project 等。
Project portfolio management(项目组合管理)——把每个项目当成投资组合的一项投资，
进行监督的技术。
Return on investment(投资回报率)——企业用来量化投入的净收益的方法，如回报法、
内部收益法等。
Systems administrator(系统管理员)——负责保障系统的可靠和安全运转的管理人员。
Upstream strategies(上向策略)——企业关注与供应商的策略以降低成本。 Web graphics
designer(网站美术设计师)——受过艺术和平面布局专业训练并且了解网页制作的人士。
12.1 Planning Electronic Commerce Initiatives （第 1 节电子商务就绪计

划）
12.1.1 Identifying Objectives
12.1.2 Linking Objectives to Business Strategies
12.1.3 Measuring Benefits
12.1.4 Managing Costs
12.1.5 Comparing Benefits to Costs
12.1.6 Return on Investment(ROI)
(1).Planning electronic commerce initiatives
(2).Identifying objectives
(3).Know how to complete objectives
211
(1).Linking objectives to business strategies
(2).Measuring benefits
(3).Managing costs
12.1.Planning Electronic Commerce Initiatives(规划电子商务行动)
12.1.1 Identifying Objectives(设定目标)
Businesses undertake electronic commerce initiatives for a wide variety of reasons.
.Increasing sales in existing markets
.Opening new markets
.Serving existing customers better
.Identifying new vendors
.Coordinating more efficiently with existing vendors
.Recruiting employees more effectively
12.1.2 Linking Objectives to Business Strategies(将目标与企业战略衔接起来)
Businesses can use two strategies:
.Downstream strategies(下行战略)
.Upstream strategies(上行战略)
.Building brands
.Enhancing existing marketing programs
.Selling products and services
.Selling advertising
.Developing a better understanding of customer needs
.Improving after-sale service and support
.Purchasing products and services
.Managing supply chains
.Operating auctions
.Building virtual communities and Web portals
12.1.3 Measuring Benefits(衡量效益目标)
.Tangible benefits of electronic commerce initiatives
.Intangible benefits of electronic commerce initiatives
figure 121081001.gif(Measuring the benefits of electronic commerce initiatives)
12.1.4 Managing Costs(成本管理)
.Total cost of ownership(花费总成本)
.Change management(变动管理)
.Opportunity costs(机会成本)
.Web Site Costs(站点成本)
212
Recent sruveys by International Data Corporation and Gartner, Inc. Cost for large company
to build and implement entry-level electronic commerce site is about $1 million
figure 12-2 (Starting a Web Business: Three Price Tags)
figure 12-3 (cost estimates for building and operating magazine publisher web sites)
Experts agree that the annual cost to maintain and improve a site will be
50 and 200 percent of the initial cost
.McKinsey & Company study
figure 121141004.gif(joyo online store home page)
12.1.5 Comparing Benefits to Costs(比较收益与成本)
.Capital projects (capital investments)(基建项目、基建投资)
.Key part of creating a business plan for electronic commerce initiatives
figure 121161005.gif (Cost/Benefit Evaluation of Electronic Commerce Strategy Elements)
12.1.6 Return on Investment(ROI)(投资回报率)
.Techniques provide a quantitative expression of a comfortable benefit-to-cost margin
.Built-in biases that can lead managers to make poor decisions
TRUE/FALSE
1. A successful business plan for an electronic commerce initiative should include activities
that identify the initiative’s specific objectives and link those objectives to business strategies.
ANS: T REF: 533
2. Many companies create Web sites to build brands or enhance their existing marketing
programs.
ANS: T REF: 535
3. A key part of creating a business plan for electronic commerce initiatives is the process of
identifying potential benefits.
ANS: T REF: 541
MUTIPLE CHOICE
1. ____ strategies can be used to improve the value that the business provides to its
customers.
a. Building b. Downstream
c. Upstream d. Purchasing
ANS: B REF: 534
2. ____ strategies focus on reducing costs or generating value by working with suppliers or
inbound shipping and freight service providers.
a. Downstream b. Building
c. Purchasing d. Upstream
213
ANS: D REF: 534
3. The ____ of an electronic commerce implementation includes the costs of hardware,
software, design work outsourced, salaries and benefits for employees involved in the project, and
the cost of maintaining the site once it is operational.
a. TCO b. change management cost
c. Web site cost d. opportunity cost
ANS: A REF: 537
4. Which of the following techniques measure the amount of income that will be provided by
a specific current expenditure?
a. IBM b. WELL
c. TCO d. ROI
ANS: D REF: 542
5. International Data Corporation and Gartner, Inc. both estimated that the cost for a large
company to build and implement an adequate entry-level electronic commerce site was about
____.
a. $1 million b. $2 million
c. $3 million d. $500,000
ANS: A REF: 538
(1).Planning electronic commerce initiatives
(2).Identifying objectives
(3).Know how to complete objectives
(4).Linking objectives to business strategies
(5).Measuring benefits
(6).Managing costs
12.2 Strategies for Developing Electronic Commerce Web Site

12.2.1 Internal Development vs Outsourcing
12.2.2 Selecting a Hosting Service
12.2.3 New Methods for Implementing Partial Outsourcing
(1).Strategies for developing electronic commerce web sites
(2).Outsourcing
(1).Internal development
(2).New methods for implemention partial outsourcing
214
(3).Elements of fast venturing
12.2 Strategies for Developing Electronic Commerce Web Sites(电子商务网站开发战略)
(1).Typical early Web site
(2).Static brochure not updated frequently
(3).Seldom had any capabilities for helping the company’s customers
(4).Today’s Web site includes
(5).Transaction-processing tools
(6).Automated homes for business processes of all kinds
(7).figure 122041001.gif (Increasing Complexity of Web Site Functions)
12.2.1 Internal Development vs. Outsourcing(内部开发与外包)
.Outsourcing
Hiring another company to provide outside support for all or part of a project
(1)Internal team(内部团队)
(2)Early Outsourcing(早期外包)
(3)Late Outsourcing(晚期外包)
(4)Partial Outsourcing(部分外包)
12.2.2 Selecting a Hosting Service(选择主机租用服务)
Factors to evaluate when selecting a hosting service
(1).Functionality
(2).Reliability
(3).Bandwidth and server scalability
(4).Security
(5).Backup and disaster recovery
(6).Cost
12.2.3 New Methods for Implementing Partial Outsourcing(实施部分外包的新方法)
(1)Incubators(孵化器)
.Company that offers start-up companies a physical location with
.Receive ownership interest in the company
(2)Fast venturing(快速风险投资)
.Existing company that wants to launch an electronic commerce initiative joins external
equity partners and operational partners
.Equity partners(资本伙伴)
.Operational partners(运营伙伴)
figure 122121002.gif (Elements of Fast Venturing)
215
TRUE/FALSE
1.Information systems development projects are more likely to succeed than other types of
projects, such as building construction.
ANS: F REF: 551
2. Operational partners are responsible for developing ideas and staffing the internal team.
ANS: F REF: 550
3. Most project management software packages do a very good job of consolidating activities
across multiple projects.
ANS: F REF: 552
MUTIPLE CHOICE
1. Hiring another company to provide the outside support for all or part of a project is called
____.
a. outsourcing b. fast venturing
c. portfolio managing d. personalizing
ANS: A REF: 544
2. In many electronic commerce projects, the company outsources the initial site design and
development to launch the project quickly. This approach is called ____.
a. partial outsourcing b. late outsourcing
c. fast venturing d. early outsourcing
ANS: D REF: 546
3. In ____, the company identifies specific portions of the project that can be completely
designed, developed, implemented, and operated by another firm that specializes in a particular
function.
a. partial outsourcing b. late outsourcing
c. early outsourcing d. fast venturing
ANS: A REF: 546
4. Which of the following is a company that offers start-up companies a physical location
with offices, accounting and legal assistance, computers, and Internet connections at a very low
monthly cost?
a. prototype b. incubator
c. call center d. metric
ANS: B REF: 549
5. In ____, an existing company that wants to launch an electronic commerce initiative joins
external equity partners and operational partners that can offer the experience and skills needed to
develop and scale up the project very rapidly.
a. personalization b. change management
216
c. outsourcing d. fast venturing
ANS: D REF: 549
(1). Strategies for developing electronic commerce web sites
(2). Outsourcing
(3).Internal development
(4). New methods for implement partial outsourcing Cookies and web bugs
(5). Elements of fast venturing
12.3. Managing Electronic Commerce Implementation

12.3.1 Project Management
12.3.2 Project Portfolio Management
12.3.3 Staffing for Electronic Commerce
12.3.4 Postimplementation Audits
(1)Managing electronic commerce implementions
(2)Know how to complete project management
(1)Tracking activities in project management
(2)Know staffing for electronic commerce
(3)Postimplementation audits
12.3. Managing Electronic Commerce Implementations(管理电子商务的实施)
12.3.1 Project management(项目管理)
.Formal techniques for planning and controlling activities undertaken to achieve a specific
goal
.Project plan(项目规划)
.Project management software products(项目管理软件产品)
figure 123041001.gif (Tracking Activities in Primavera Project Planner)
12.3.2 Project Portfolio Management(项目组合管理)
.Each project is monitored as if it were an investment in a financial portfolio
.Chief Information Officer
12.3.3 Staffing for Electronic Commerce(电子商务配备人员)
.Business managers
.Project managers
.Account managers
217
.Applications specialists(应用专家)
.Web programmers
.Web graphics designers
.Customer service
.Systems administration
.Network operations
.Database administration
12.3.4 Postimplementation Audit(事后审计)
.Formal review of a project after it is up and running
.Gives managers a chance to examine
.Allows internal team, business manager, and project manager to
.Final report should analyze
TRUE/FALSE
1. When companies began establishing their presence on the Web, the typical Web site was a
static brochure that was updated frequently with new information.
ANS: F REF: 543
2. Many consultants advise companies to set between 1 and 4 percent of a project’s budget
for quantifying the project’s value and measuring the achievement of that value.
ANS: F REF: 545
3. If revisions to the business plan are necessary as the project proceeds, the project manager
develops specific proposals for plan modifications and additional funding and presents them to the
internal team and top management for approval.
ANS: T REF: 552
MUTIPLE CHOICE
1. ____ have experience in moving projects along and scaling up prototypes.
a. Database administrators b. Call centers
c. Operational partners d. Equity partners
ANS: C REF: 549
2. Which of the following is a collection of formal techniques for planning and controlling
the activities undertaken to achieve a specific goal?
a. account management b. business planning
c. project management d. Web programming
ANS: C REF: 550
3. Most large businesses have ____ who maintain accounting, human resources, and logistic
software.
218
a. application specialists b. project managers
c. account managers d. business managers
ANS: A REF: 553
4. The ____ staff functions include load estimation and load monitoring, and designing and
implementing fault-resistant technologies.
a. call center b. system administration
c. database administration d. network operations
ANS: D REF: 554
5. Most electronic commerce sites require some kind of ____ function to support activities
such as transaction processing, order entry, inquiry management, or shipment logistics.
a. audit b. database administration
c. system administration d. call center
ANS: B REF: 554
(1)Know how to complete project management
(2)Know staffing for electronic commerce
(3)Post implementation audits
规划 CRM 系统
戴维斯(Davis)人力资源公司创办于 1982 年，向共计 10 万员工的 7 000 家公司提供人力
资源服务，包括处理发放工资、纳税，医疗保险与赔付事宜。公司年营业收入 20 亿美元，员
工约 l 000 人，客户公司规模各异。小到只有 50 名员工，大到财富 500 强企业。
随着业务不断发展，公司遇到难以保证服务质量的问题。每个客户经理负责的客户数量
增加了，他们很难保证同这些公司的人力资源主管进行频繁的个人接触，而正是这些人决
定是否同戴维斯公司签订合同。过去，客户经理负责的客户较少，有时间与客户见面；现在
客户经理负责的客户很多，有些客户根本就没有见过面。除了客户经理之外，客户还需要定
期接触公司的运营人员(负责录入工作)、系统管理人员(负责定制公司信息系统与客户的信息
系统之间的接口)和专业人员(律师、保险精算师和人力资源专家，帮助客户及其法律顾问确
定退休及福利计划的运作)。
由于客户的规模及运营方式差别极大，公司需要灵活处理数据输入工作。例如，公司的
工资发放服务允许客户以多种方式提交考勤数据：大客户可以采用定制的计算机间传输，
也可以采用 EDI 传输；中小客户可用电子邮件或传真方式传输，很多客户邮寄考勤表，由
公司扫描到计算机里。医疗保险赔付业务更为麻烦，不但需要接收客户以不同格式发来的信
息，还要以保险公司要求的特殊格式提交。
219
随着新客户的增加，公司运营越来越复杂。戴维斯公司的运营总监桑迪·希格比(Sandi
Higbee)请你规划 CRM 系统，以帮助客户经理管理日益复杂的客户接触工作。桑迪考察了几
家著名的客户关系管理软件公司的产品，提出以其中一家的产品为基础，然后进行定制，
因为公司的运营远比其他公司复杂。客户关系管理软件必须能够监测客户经理，运营人员．
系统管理人员、专业人员同客户的所有接触活动。另外，系统要能够支持客户通过互联网进
行访问，以便客户跟踪戴维斯公司对客户要求的响应状况。 ’
戴维斯公司采用投资回报率评估包括 IT 项目在内的所有投资。桑迪对此很担心，因为
这个客户关系管理项目的许多效益难以量化，成本(软硬件采购费以及付给按需求完成软件
定制的顾问的咨询费)却很容易量化而且很大，估计投标报价会在一两百万美元。
要求
1．准备一个报告描述戴维斯公司客户关系管理项目的效益，可将效益分类阐述。例如。
分别列出对客户经理、运营人员、系统管理人员和专业人员的好处。由于公司的客户也会从中
受益，还应该列出对公司营销部、销售部、新产品开发部的好处。另外，还要注意项目实施对
公司的长期效益。
2．估计上述效益的金额。
3．向董事会提交一页纸的备忘录，阐述你反对以投资回报率评估此项目的理由。注意，
这些董事没时间仔细阅读，而且倾向于用投资回报率评估所有项目。
1.http://www.cisco.com
2.http://www.kmart.com/home.jsp
3.http://www.usatoday.com
4.http://online.wsj.com/public/us
5.http://www.keynote.com
6.http://www.hostcompare.com
7.http://www.idealab.com
8.http://www.carsdirect.com/home
9.http://www.tickets.com
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Magazine,19(1),June,60-71
13.Karpinski,R.2001."Vanishing Vendors Are Common Concern," InternetWeek, June 25,15
14.Keefe,P.2003."Backing Up ROI," Computerworld,37(12),March 24,22
15.Keen,P.2000."SIx Months---or Else," Computerworld,34(15),April 10,48
16.Murthi,S.2002."Managing the Strategic IT Project," Intelligent Enterprise,
5(18),November 15,49-52
17.Netto,M.2001."When Does an ASP Pay Off?" Computerworld,35(34),August 20,48
18.Schwalbe,K.2002.Information Technology Project Management Second Edition.
Boston,MA:Course Technology
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90-92
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(1).Plans for electronic commerce implementations

(2).Set objectives
(3).Benefit and cost objectives should be stated in measurable terms
(4).Project evaluation technique
(5).Return on investment
(6).Determining an outsourcing strategy
221
(7).Form an internal team that includes knowledgeable individuals from within the company
(8).Project management
(9).Formal way to plan and control specific tasks and resources used in a project
(10).Project portfolio management techniques
(11).Used to track and make trade-offs among multiple ongoing projects
(12).Critical staffing areas
(13).Business management
(14).Application specialists
(15).Systems administration
222

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《电子商务概论》课程教案

Chapter 1 Review of Electronic Commerce

Main Contents of Chapter 1（本章主要内容）：

1.1 Electronic Commerce: The Second Wave（第 1 节 电子商务的新发展）

1.2 Business Models, Revenue Models, and Business Processes

1.3 Economic Forces and Electronic Commerce

1.4 Value Chains in Electronic Commerce

1.5 SWOT Analysis: Evaluating Business Unit Opportunities

1.6 International Nature of Electronic Commerce

1.7 The relationship between Electronic Commerce and others

Resource and Site（本章网络资源及站点）:

(1)Arther,w.2002."is the information Revolution Dead?if History is a Guide,it is

(1) Commerce: Negotiated exchange of goods or services

Chapter 2 Technology Infrastructure: The Internet and the

World Wide Web

Main Contents of Chapter 2（本章主要内容）：

In this chapter, you will learn about:

2.1The Internet and the World Wide Web （第 1 节 互联网和 WWW）

2.1.1Origins of the Internet 互联网的起源

2.4 Markup Languages and the Web

2.5 Intranets and Extranets

2.6 Internet Connection Options

2.7 Internet2 and the Semantic Web

Resource and Site（本章网络资源及站点）:

Chapter 3 Selling on the Web: Revenue Models and

Building a Web Presence

Main Contents of Chapter 3（本章主要内容）：

3.1 Revenue Models（第 1 节 盈利模式）

3.1.1 Web Catalog Revenue Models

3.2. Revenue Models in Transition

-Microsoft founded its Slate magazine Web site

3.3 Revenue Strategy Issues

3.3.1 Channel conflict and Cannibalization(渠道冲突与互斥)

.A number of technologies use wireless data transmissing technologies to link laptop

3.4 Creating an Effective Web Presence

Objectives of the business:

3.5 Web Site Usability

3.6.1 The Nature of Communication on the Web(网上沟通的本质)

苹果 iTunes 日本开张 “搭车 ”销售模式新颖

网上不缺概念 缺赢利模式 我们的出路在何方

Resource and Site（本章网络资源及站点）:

(1) Models used to generate revenue on the Web

Main Contents of Chapter 4（本章主要内容）：

1.When to use product-based and customer-based marketing strategies

4.1 web marking strategies（第 1 节 网络营销策略）

(1) Four Ps of marketing

4.2 communicating with different market segments

(1)Communicating with Different Market Segments

·Identify groups of potential customers

·Targeting specific portions of the market with advertising messages

(1)Beyond Market Segmentation: Customer Behavior and Relationship Intensity

Segmentation Using Customer Behavior

(5)Five-stage Model of Customer Loyalty

4.4 advertising on the web

·Give advertisers a chance to promote products, services, or brands in a more subtle(微妙的)

·The effectiveness of online advertising remains difficult to measure.

4.5 E-mail marketing

·Sending one e-mail message to a customer

4.6 Technology-Enabled Customer Relationship Management

(1)Technology-Enabled Customer Relationship Management

4.7 Creating and Maintaining Brands on the Web

4.8 Search Engine Positioning and Domain Names

Resource and Site（本章网络资源及站点）:

1. Blankenhorn,D.2001."Bigger,Richer Ads Go Online,"Advertising Age,June 18,T10.

1.1 Electronic Commerce: The Second Wave（第 1 节电子商务的新发展）

2.1The Internet and the World Wide Web （第 1 节互联网和 WWW）

3.1 Revenue Models（第 1 节盈利模式）

网上不缺概念缺赢利模式我们的出路在何方

4.1 web marking strategies（第 1 节网络营销策略）

5.1 Purchasing, Logistics, and Support Activities（第 1 节采购、物流和支

6.1 Auction Overview（第 1 节拍卖概述）

7.1 The legal Environment of Electronic Commerce （第 1 节电子商务的

8.1 Web Server Basics（第 1 节网络服务器基础）