电子商务专业英语教程（第2版）

　　本书旨在帮助读者掌握电子商务专业英语术语及用法，培养和提高读者阅读和翻译专业英语文献资料的能力。本书由16个主题单元组成，涵盖了电子商务领域的基本理论、基本知识、基本技术、基本应用和法规等内容。每个主题单元由主课文、副课文、阅读材料、词汇、注释和练习组成。书后附有参考译文、练习参考答案和参考文献。为了方便教学，本书另配有电子教案，可在华信教育资源网www.hxedu.com.cn免费下载。

　　西安交通大学经济与金融学院教授，主要研究方向为电子商务，在我社出版有《电子商务专业英语教程》，此书广受好评。

目 录
Unit 1 Electronic Commerce Theory
Text A Overview of Electronic Commerce
Exercises
Text B Advantages and Disadvantages of Electronic Commerce
Reading Materials
IT Producing Industries―Hopeful Sighs in 2003
IT Producing Industries Weather the Recession and Recover Slowly
Unit 2 Internet and Protocols
Text A Computer Networks
Exercises
Text B The TCP/IP Protocol Suite
Reading Materials
A Nation Online：How Americans Are Expanding Their Use of the Internet
Unit 3 Economics of Electronic Commerce
Text A Interaction of Economics and E-Commerce
Exercises
Text B E-Commerce Changes the Economics of Research
Reading Materials
Online Marketing Basics
Establishing a Web Presence
Unit 4 Web Publishing
Text A Online Publishing
Exercises
Text B Opportunities and Risks of Electronic Publishing
Reading Materials
Assessing the Need for an Online Store
Unit 5 Logistics
Text A Logistics in Electronic Commerce
Exercises
Text B The Logistics Gaps in China
Reading Materials
The First Step to Internet Marketing：Pick Something to Promote
Step One： Pick Something to Promote
Selling Stuff
Collecting Leads
Info to Collect
Other Stuff You Can Achieve with Search Ads
Unit 6 EDI and Its Application
Text A Electronic Data Interchange (EDI)
Exercises
Text B EDI Adoption and EDI Maturity
Reading Materials
Ten Key Steps to Successfully Marketing Your Business Online
Unit 7 Electronic Marketing Structure and Direct Marketing
Text A Overview of Electronic Marketing Structure
Exercises
Text B Direct Marketing
Reading Materials
Internet Marketing and Customer Referrals
Unit 8 SCM and Electronic Commerce
Text A IT and Supply-Chain Management
Exercises
Text B The Significance of Virtual Value Chains in Revealing New Market Opportunities
Reading Materials
A History of Logistics / Supply Chain Management
Unit 9 Advertising Strategies
Text A Advertising Methods on the Web
Exercises
Text B Advertisement Strategies
Reading Materials
How to Start Selling Online
Unit 10 Security Issues in Electronic Commerce
Text A Internet E-Commerce Security
Exercises
Text B Creating and Maintaining Brands on the Web
Reading Materials
E-Commerce Security： Fact or Fiction?
Unit 11 Electronic Commerce Legislation
Text A Legal Issues in E-Commerce
Exercises
Text B Secure Payment Protocols and Security Schemes
Reading Materials
How Does an Online Store Handle Credit Card Orders?
Unit 12 Web Marketing
Text A Web Marketing Strategies
Exercises
Text B Protection of Intellectual Property in Online Business
Reading Materials
Keyword Research
Unit 13 Electronic Commerce and Information Economy
Text A The Evolving Information Economy
Exercises
Text B The Information Economy and Competitive Advantage of
Enterprises： A Value Chain Analysis
Reading Materials
E-Commerce in the Digital Economy
Unit 14 Internet Finance
Text A Crowdfunding
Exercises
Text B Crowdfunding： the Disruptor?s Disruptor
Reading Materials
Mobile Payment
Unit 15 Electronic Commerce Trust
Text A Role of Trust in E-Business Success
Exercises
Text B Designing Trust into Online Experiences
Reading Materials
Competing for Eyeballs by Branding
Unit 16 Electronic Commerce Planning
Text A Planning Electronic Commerce Initiatives
Exercises
Text B Managing Electronic Commerce Implementation
Reading Materials
How to Choose the Right E-Commerce System
参考译文
第1单元 课文A：电子商务概要
第2单元 课文A：计算机网络
第3单元 课文A：经济学和电子商务的互动
第4单元 课文A：网络出版
第5单元 课文A：电子商务中的物流
第6单元 课文A：电子数据交换（EDI）
第7单元 课文A：网络营销结构概述
第8单元 课文A：信息技术与供应链管理
第9单元 课文A：网络广告方法
第10单元 课文A：电子商务网络安全
第11单元 课文A：电子商务的法律问题
第12单元 课文A：网络营销策略
第13单元 课文A：持续发展的信息经济
第14单元 课文A：众筹
第15单元 课文A：信任在电子商务成功中的作用
第16单元 课文A：规划电子商务行动
练习参考答案
参考文献