电子商务基础与实务

项目一 电子商务基础认知··········································································1
任务一 初识电子商务····················.2
一、电子商务的产生与发展·······.2
二、电子商务的概念················.4
任务二 电子商务的分类·················.7
一、按交易主体分类················.8
二、按运作方式分类················11
三、按开展交易的地域范围分类···11
任务三 电子商务的新应用··············12
一、在线旅游·························13
二、在线教育·························16
三、互联网医疗······················17
四、电子政务·························23
五、农村电子商务···················25
六、直播电子商务···················26
任务四 电子商务的模型与框架········27
一、电子商务的模型················28
二、电子商务的一般框架··········29
任务五 电子商务的基础技术···········32
一、电子数据交换技术·············32
二、互联网技术······················35
三、Web 开发技术···················39
四、其他新兴技术···················40
知识巩固······································43
技能训练······································44
项目二 B2C 电子商务··············································································45
任务一 B2C 电子商务概述···············46
一、B2C 电子商务的含义··········46
二、B2C 电子商务的应用特点····46
三、B2C 电子商务的分类··········50
任务二 B2C 电子商务的盈利模式与成功关键··························56
一、B2C 电子商务的盈利模式····56
二、B2C 电子商务的成功关键····58
任务三 B2C 电子商务典型案例分析—唯品会····················61
一、唯品会概况······················61
二、唯品会的盈利模式·············62
三、唯品会成功的关键·············63
知识巩固······································65
技能训练······································66
项目三 C2C 电子商务·············································································67
任务一 C2C 电子商务概述··············68
一、C2C 电子商务的含义··········68
二、C2C 电子商务的应用特点····69
三、C2C 电子商务的分类··········69
任务二 C2C 拍卖网站的运作模式·····72
一、网络拍卖网站的形式··········72
二、网络拍卖的方式················74
三、网络拍卖网站案例—淘宝网76
任务三 C2C 店铺平台的运作模式·····78
一、在C2C 店铺平台上购物和开店的流程·························79
二、C2C 店铺货源的选择··········80
三、网上开店流程——淘宝网·····82
知识巩固······································84
技能训练······································85
项目四 新零售····························································································.86
任务一 新零售的概念与特征············.87
一、新零售的概念····················.87
二、新零售的特征····················.88
任务二 新零售的框架·····················.89
一、前台：重构人、货、场········.90
二、中台：营销、市场、流通链、生产模式变革····················.91
三、后台：基础环境、新兴技术赋能发展·······························92
任务三 新零售的商业模式与发展方向····96
一、新零售的商业模式················97
二、新零售的发展方向·············.103
知识巩固······································.107
技能训练······································.108
项目五 B2B 电子商务················································································.109
任务一 初识B2B 电子商务··············.110
一、B2B 电子商务的含义··········.110
二、B2B 电子商务的特点··········.110
三、B2B 电子商务的分类··········.112
四、B2B 电子商务的发展··········.114
任务二 基于企业自有网站的B2B交易································.117
一、基于采购商网站的B2B交易·······························.117
二、基于供应商网站的B2B交易·······························.119
任务三 基于第三方中介网站的B2B交易································.120
一、基于第三方中介网站的B2B 交易的主要功能······················.121
二、基于第三方中介网站的B2B 交易的机制····························.122
三、B2B 电子商务中介网站的类型·······························.123
知识巩固······································.126
技能训练······································.127
项目六 跨境电子商务················································································.128
任务一 初识跨境电子商务··············.129
一、跨境电子商务的定义··········.129
二、跨境电子商务的分类··········.130
三、跨境电子商务的发展趋势····.132
任务二 初识跨境电子商务平台········.133
一、全球速卖通······················.133
二、亚马逊····························.134
三、eBay ·······························.136
四、敦煌网····························.137
五、Wish ·······························.138
任务三 跨境电子商务物流··············.141
一、跨境电子商务物流模式·······.141
二、如何选择跨境电子商务物流渠道··························.142
三、海外仓····························.143
四、跨境电子商务物流的通关与报关·······························.144
任务四 跨境电子商务支付··············.146
一、跨境支付概述···················.146
二、跨境电子商务支付方式·······.148
三、初识离岸公司···················.151
四、初识离岸账户···················.152
知识巩固······································.155
技能训练······································.156
项目七 移动电子商务················································································.157
任务一 移动电子商务····················.158
一、移动电子商务的概念··········.