新编电子商务英语（第三版）21世纪电子商务专业核心课程系列教材_姚国章,王允曦,刘伟主编_9787301345979

《新编电子商务英语（第三版）》的编写结合电子商务专业教学的实际需要，从国际机构、知名媒体和专业网站等渠道选取
具有实用性、新颖性和前瞻性的专业文章作为课文，进行全面的分析和讲解，帮助读者通过学习提高英语
水平和研究电子商务专业的能力。《新编电子商务英语（第三版）》分为电子商务概述、电子化营销与电子金融、企业电子商务、行业
电子商务、电子商务案例和电子商务技术与安全6个篇章，每篇均包含3个单元，有详细的讲解和延伸阅
读，读者可根据需要进行精读或泛读，从而进一步拓宽电子商务的专业视野和研究视角。
《新编电子商务英语（第三版）》可作为电子商务专业本科、专科教材及相关专业硕士研究生英语教学用书，也可作

目　　录
Chapter 1 An Overview of E-Business ........................................................................................1
第 1 篇　电子商务概述 ....................................................................................................................1
　UNIT 1　E-Commerce / E-Business in the New Economy ..........................................................3
　新经济下的电子商贸 / 电子商务.................................................................................................8
　UNIT 2　Six Principles to Guide the Development of Global E-Commerce .................................10
　指导全球电子商务发展的六大原则..........................................................................................17
　UNIT 3　The Internet of Things (IoT): Shaping the Future of E-Commerce .................................21
　物联网：塑造电子商务的未来 ..................................................................................................26
Chapter 2 E-Marketing and E-Finance ....................................................................................29
第 2 篇　电子市场营销与电子金融 .............................................................................................29
　UNIT 4　Best Practices for Retail & E-Commerce to Win Consumers via Mobile Marketing ............31
　零售和电子商务企业通过移动营销赢得消费者的最佳实践 .................................................37
　UNIT 5　What Is E-Marketing Plan .............................................................................................41
　什么是电子市场营销计划 ..........................................................................................................47
　UNIT 6　Customer Differentiation and Lifecycle Management of E-Marketing ...........................51
　电子市场营销的客户差异化与生命周期管理 .........................................................................57
Chapter 3 E-Business about Enterprises ..................................................................................61
第 3 篇　企业电子商务 ..................................................................................................................61
　UNIT 7　Challenges of Establishing Online Business in the E-Commerce Process Chain ..........63
　电子商务流程中建立网上业务面临的挑战 .............................................................................69
　UNIT 8　How SMBs Can Profit from the Internet ........................................................................72
　中小企业如何从互联网中获利 ..................................................................................................77
　UNIT 9　Could My Business Be an E-Business ...........................................................................80
　我的业务能发展成电子商务吗 ..................................................................................................85
Chapter 4 E-Business about Industries.....................................................................................89
第 4 篇　行业电子商务 ..................................................................................................................89
　UNIT 10　Retail E-Procurement: Minimizing Costs and Improving Productivity ........................91
　零售业电子采购分析：成本最小化，提高生产力 .................................................................95
　UNIT 11　Selling Products on Facebook: The Emergence of Social Commerce ..........................98
　在脸书上销售产品：社交商务的出现 ...................................................................................113
　UNIT 12　What Do Consumers Really Want? ...........................................................................125
　消费者真正想要的是什么？ ....................................................................................................129
Chapter 5 E-Business Case Studies .........................................................................................131
第 5 篇　电子商务案例研究 ........................................................................................................131
　UNIT 13　Case Study of CRM: Securities Institute of Australia ................................................133
　CRM 案例研究：澳大利亚证券协会 ......................................................................................139
　UNIT 14　Viral Marketing of Kettle Foods ................................................................................143
　克特食品的病毒式营销 ............................................................................................................153
Chapter 6 E-Business Technology and Security Issues .........................................................161
第 6 篇　电子商务技术与安全 ...................................................................................................161
　UNIT 15　Some Technology Trends Affecting E-Business ........................................................163
　一些影响电子商务的技术趋势 ................................................................................................168
　UNIT 16　E-Business Relies on Security ...................................................................................171
　电子商务依赖于安全性 ............................................................................................................178
　UNIT 17　UNCTAD B2C E-Commerce Index 2017 ..................................................................183
　2017 年联合国贸易和发展会议 B2C 电子商务指数 .............................................................192

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