电子商务概论（双语版）（第2版）"
本书从电子商务的基础知识、电子商务的支撑环境和电子商务的主要应用三个方面对电子商务进行了阐述。其中第一部分基础概念篇中包括第1章电子商务概述和第2章电子商务商业模式；第二部分支撑环境篇中包括第3章电子商务技术基础、第4章电子商务支付技术、第5章电子商务物流技术、第6章电子商务安全技术和第7章电子商务环境；第三部分主要应用篇包括第8章网络营销、第9章移动电子商务、第10章跨境电子商务。
第2版Foreword
“电子商务概论”课程是电子商务专业的专业导论性课程，也是其他经贸管理类专业的专业方向及专业拓展性课程。该课程通过对电子商务专业的专业特点、学科形态、历史渊源、发展变化、专业知识结构和分类等内容的介绍，对电子商务专业知识架构进行了系统化、全面化、逻辑化的概括，阐明了电子商务专业中各主要领域发展的基本规律，分析了从事电子商务行业所需要的技术，总结了电子商务的应用领域和范围，揭示了各主要领域之间的内在联系。对电子商务专业的学生，该课程为后续电子商务专业课程的学习作了一个引导性铺垫；而对其他专业的学生，该课程将电子商务领域的全貌进行了高度的概括。
本书是第 2版电子商务双语教材，与第 1版双语教材相同，定位于电子商务导论性、基础性专业基础课程。但在第 2版内容上，综合并调整了双语教材的部分内容，包括 2007年出版的普通高等教育“十一五”国家级规划教材——《电子商务概论》（双语教材）、2010年出版的《电子商务双语教程》和 2012年出版的《电子商务概论》（双语）。
一方面，本书对前一版双语教材的内容进行了重组，形成新的知识框架；另一方面，新的知识框架中并非是第 1版知识内容的简单重组，而是删除了一些旧的知识内容，增加了一些新的知识内容，替换了一些陈旧的案例。
全书分为三方面：基础概念、支持环境、主要应用。
在基础概念方面，包括第 1章电子商务概述和第 2章电子商务模式。将前一版教材电子商务机理与模式中的电子商务机理的内容融入第 1章电子商务概述第 3节（1.3节电子商务的结构与系统）中；将前一版双语教材电子商务机理与模式中电子商务模式的内容和电子商务发展动态中部分电子商务的新模式内容抽出单独组成第 2章电子商务模式。
在支持环境方面，包括第 3章电子商务技术基础、第 4章电子商务支付技术、第 5章电子商务物流技术、第 6章电子商务安全技术和第 7章电子商务环境。将前一版双语教材中信息处理技术融入第 3章电子商务技术基础中第 3节（3.3节信息处理技术）中；在第 7章电子商务环境中，融入了前一版双语教材中的电子商务与法律和电子商务与税收内容，增加了电子商务的经济环境和电子商务的前沿技术环境内容。
在主要应用方面，包括第 8章网络营销和第 9章移动电子商务。
其中，第7～9章以电子版形式提供。
教材内容体系如下图所示。
电子商务概论（双语版）（第 2版）
该教材仍采用双语编写，以适用于普通高校本科或专科“电子商务概论”课程的双语教学。其写作手法仍然采用“先写中文，再译英文”的形式，而不是原版教材的翻译版。体例格式上采用左右中英文对照形式排版。采用这样的写法，虽然不能保证学生读到原汁原味的英语，但不会使学生在学习过程中面临语言和知识的双重障碍。我们之所以在“电子商务概论”课程的双语教学中没有使用英文原版教材，主要是基于以下几点考虑。
首先，从该课程的定位考虑，该课程是电子商务专业的专业导论课，一般在大学一年级开设，其教学目的是起专业引导性的专业教育。如果直接采用英文原版教材，对于这些还没有达到大学英语四、六级水平的新生（绝大多数）而言，一方面，学生很难跳出“纯语言”学习的怪圈，使学生很难达到专业知识学习的目的；另一方面，由于中西方文化的差异，原版教材在内容编排、体例格式、逻辑结构、教学大纲、教学内容、教学案例等方面，都与国内教材存在较大差异，还存在与后续专业课内容的衔接等问题。
其次，该课程若是开设在非电子商务专业，则课程定位在这些专业的拓展性专业课或创新创业专业教育课的类别上，并非专业主干课程，同样也不适合采用英文原版教材。
最后，如果采用原版教材，学生势必为一门课程要买中、英文配套的两本教材，这样将大大增加学生的经济负担。
本教材是在前一版双语教材的基础上修订、改编而成的，在此首先向曾参与第 1版双语教材编写的作者表示感谢，他们是广东财经大学的李曼、叶文晖、沈培、杨峰、魏定国、刘祖斌、王玉、田凌云、张建华、黄华老师，广东科技学院的曹文文、李丽萍老师，宁波大学的孙建红老师。
本书作者均为广东财经大学（含广东财经大学华商学院）的老师。其中，广东财经大学华商学院胡玫艳老师承担全书结构策划、内容组织及统稿审核，包括对前一版双语教材内容的重新整合、删减和增改，并承担全书新增、修改内容的中文编写及全书中文统稿；何龙先生负责全书插图绘制及表格制作；广东财经大学华商学院钟广玲老师负责全书统稿；其他承担新增、修改内容的英文翻译作者见下表。
第 2版
英文翻译作者一览表
章 节 第一作者 第二作者
姓 名 翻译词汇 姓 名 翻译词汇
第 1章 电子商务概述 李曼 1848 黄华 1474
第 2章 电子商务模式 黄华 12297
第 3章 电子商务技术基础 黄华 11037
第 4章 电子商务支付技术 沈培 15958
第 5章 电子商务物流技术 钟广玲 14516
第 6章 电子商务安全技术 叶文晖 9795
第 7章 电子商务环境 杨峰 13745
第 8章 网络营销 钟广玲 10976
第 9章 移动电子商务 高文宇 6968
注：翻译词汇以翻译英文单词量计算。
同时，在本教材编写过程中，作者借鉴了国内外大量的出版物和网上资料，由于编写体例的限制未在文中一一注明，只在昀后的参考文献中列出。在此，谨向书中提到的和参考文献列出的各位作者、专家、学者表示由衷的敬意和感谢。
另外，本书的编写和出版还得到了广州图书馆（新馆）及清华大学出版社的热忱关怀和鼎力相助，在此表示深深的谢意！
限于作者的水平及时间，本书尚有许多不足之处，恳请读者批评指正。
胡玫艳于广东财经大学华商学院 2020年 8月
目Contents 录
Chapter 1 E-commerce Overview 电子商务概述··························································· 1
Case: Amazon.com（引例： Amazon.com） ············································································· 1 Key Points（本章要点） ··········································································································· 2 1.1 The Basic Concept of E-commerce（电子商务的基本概念）·········································· 2
1.1.1 The Definition of E-commerce（电子商务的定义） ············································ 4
1.1.2 The Contents of E-commerce（电子商务的内容） ·············································· 7
1.1.3 Functions and Features of E-commerce（电子商务的功能及特征） ················· 13
1.2 Emergence and Development of E-commerce（电子商务的产生与发展） ··················· 19
1.2.1 Developing History of E-commerce（电子商务的发展历程）··························· 19
1.2.2 Trend of E-commerce Development（电子商务的发展趋势） ·························· 24
1.3 The Structure and System of E-commerce（电子商务的结构与系统） ························· 27
1.3.1 The Basic Framework of E-commerce（电子商务的基本框架） ······················· 27
1.3.2 Application Framework of E-commerce（电子商务的应用框架） ···················· 33
1.3.3 The System Composition of E-commerce（电子商务的系统组成） ·················· 39 Summary（本章小结） ·································································································· 44 Practice（实践） ············································································································· 45
Chapter 2 E-commerce Models 电子商务模式····························································· 46
Case: Amazon’s E-commerce model（引例：亚马逊电子商务模式） ·································· 46 Key Points（本章要点） ········································································································· 46 2.1 Overview of E-commerce Model（电子商务模式概述） ··············································· 47
2.1.1 Elements of E-commerce Model（电子商务模式的构成要素） ························ 47
2.1.2 Classification of E-commerce（电子商务的分类）············································ 50
2.2 Basic E-commerce Models（电子商务基本模式） ························································ 67
2.2.1 B2B E-commerce Model（B2B电子商务模式） ··············································· 68
2.2.2 B2C E-commerce Model（B2C电子商务模式） ··············································· 79
2.2.3 C2C E-commerce Model（C2C电子商务模式） ··············································· 86
2.2.4 B2G E-commerce Model（B2G电子商务模式）··············································· 90
2.2.5 Derivate Modes of E-commerce（电子商务的衍生模式） ································ 92
电子商务概论（双语版）（第 2版）
2.3 Emerging E-commerce Models（新兴的电子商务模式） ············································· 93
2.3.1 O2O Model（O2O模式） ·················································································· 93
2.3.2 B2T Model（B2T模式）···················································································· 98
2.3.3 B2Q Model（B2Q模式）················································································· 101
2.3.4 C2B Model（C2B模式） ················································································· 102 Summary（本章小结） ································································································ 106 Practice（实践） ··········································································································· 108
Chapter 3 Fundamental of E-commerce Technology 电子商务技术基础············ 109
Case: Connecting physical world by URL（引例：用 URL连接物理世界） ······················ 109 Key Points（本章要点） ······································································································· 110
3.1 The Basics of Computer Network（计算机网络基础） ··············································· 111
3.1.1 Definition of Computer Network（计算机网络的定义） ································· 111
3.1.2 Classification of Computer Networks（计算机网络的分类） ·························· 116
3.1.3 Network Communication Protocols（网络通信协议）····································· 122
3.2 Internet Technology and Application（互联网技术及应用） ······································· 129
3.2.1 The Produce and Develop of Internet（互联网的产生与发展） ······················· 129
3.2.2 Internet Applications（互联网的主要应用） ··················································· 132
3.2.3 IP Address and Domain Name（IP地址和域名） ············································ 146
3.2.4 Internet Access（互联网接入方式） ································································ 155
3.2.5 Intranet, Extranet and Internet（内联网、外延网和互联网） ·························· 159
3.3 Information Processing Technology（信息处理技术）················································ 161
3.3.1 Electronic Data Interchange（电子数据交换） ················································· 161
3.3.2 Barcode Technology（条码技术） ··································································· 173
3.3.3 RFID Technology（RFID技术） ····································································· 176
3.3.4 GPS Technology（GPS技术）········································································· 178
3.3.5 GIS Technology（GIS技术）··········································································· 180 Summary（本章小结） ································································································ 183 Practice（实践） ··········································································································· 183
Chapter 4 E-commerce Payment Technology电子商务支付技术························ 184
Case: Bitcoin（引例：比特币）···························································································· 184 Key Points（本章要点） ······································································································· 185
4.1 E-money and E-payment（电子货币与电子支付） ····················································· 185
4.1.1 E-payment Tools（电子支付工具） ································································· 186
4.1.2 E-payment Systems（电子支付系统） ····························································· 198
4.1.3 E-payment Models（电子支付模式） ······························································ 211
4.2 Third Party Payment（第三方支付） ··········································································· 213
4.2.1 Overview of Third-Party Payment（第三方支付概述） ··································· 213
目 录
4.2.2 Third Party Payment Model（第三方支付模式） ············································· 220
4.2.3 Platform of Third Party Payment（第三方支付平台） ····································· 226
4.3 E-bank（电子银行） ···································································································· 231
4.3.1 Telephone Bank（电话银行） ·········································································· 231
4.3.2 Internet Bank（网上银行） ··············································································· 234
4.3.3 Mobile Bank（手机银行） ··············································································· 244
4.3.4 WeChat Bank（微信银行） ·············································································· 248
4.4 M-payment（移动支付） ······························································································ 251
4.4.1 Overview of Mobile Payment（移动支付概述）·············································· 251 4.4.2 Mobile Payment Mode（移动支付模式） ························································ 256 Summary（本章小结） ········································································································· 258 Practice（实践） ···················································································································· 260
Chapter 5 E-commerce Logistics Technology电子商务物流技术························ 261
Case: JD.COM’s Self-built Logistics（引例：京东商城的自建物流） ································ 261 Key Points（本章要点） ······································································································· 262
5.1 The Concept of Logistics（物流的概念） ···································································· 262
5.1.1 Origin and Development of Logistics Concept（物流概念的起源与发展） ···································································································· 262
5.1.2 The Classification of Logistics（物流的分类） ················································ 264
5.1.3 The Functions of Logistics（物流的功能） ······················································ 270
5.2 E-commerce Logistics（电子商务物流） ····································································· 281
5.2.1 The Relationship Between E-commerce and Logistics（电子商务与物流的关系） ···································································································· 281
5.2.2 Features of E-commerce Logistics（电子商务物流的特点） ··························· 291
5.2.3 E-commerce Logistics Models（电子商务物流模式） ···································· 293
5.3 E-commerce Logistics Distribution（电子商务物流配送） ········································· 307
5.3.1 Overview of Logistics Distribution（物流配送概述） ····································· 307
5.3.2 Objectives of Logistics Distribution（物流配送的目标） ································ 311 5.3.3 Logistics Distribution Centre（物流配送中心） ··············································· 313 Summary（本章小结） ········································································································· 321 Practice（实践） ···················································································································· 322
本书作者根据20多年电子商务教学经验，采用的双语模式编写而成。本书知识体系新颖，全书结构安排系统化、全面化、逻辑化，配有电子课件、教学大纲、教案、教学日历等丰富资源。本书非常适合本科、专科及高职高专等学生电子商务双语课教学以及通用平台的实验、实践练习之用。
1982年2月毕业于新疆大学（原新疆工学院）工业电气自动化专业；管理科学与工程教授、计算机工程高级工程师；
1995年-现在授教于广东财经大学（原广东商学院），教授课程：电子商务概论、电子商务案例分析、网络金融学、电子支付与电子银行、电子商务物流、电子商务安全、会展电子商务、酒店电子商务管理、计算机导论、计算机基础、计算机多媒体技术、商贸信息系统与EDI等课程；
主编（第一作者或独著）教材（按出版时间顺序）：
① 《电子商务基础实验》（2002年，科学出版社）
② 《电子商务教程》（2003年，华南理工大学出版社）
该教材获2003-2004年度中南地区大学出版社优秀教材一等奖
③ 《电子商务概论（双语教材）》（2007年，华南理工大学出版社）
该教材为普通高等教育“十一五”国家级规划教材
④ 《网络金融学》（2008年，对外经济贸易大学出版社）
⑤ 《电子商务双语教程》（2010年，清华大学出版社）
⑥《电子商务概论（双语）》（2012，清华大学出版社）
副主编教材：《电子商务案例分析》（2008年，对外经济贸易大学出版社）
参编专著：《经济管理（IT）实验室建设与管理》（2002年，高等教育出版社）
