电子商务基础与实务（第2版）

　　本书采用项目教学思想，强调理论知识与技能操作的融合，任务体验以真实环境操作和案例分析为主，强化学生实践操作的能力，融“教、学、做”于一体。本书主要包含走近电子商务、互联网知识与工具、体验电子商务交易模式、电子商务安全及支付、网络营销、电子商务物流6 个项目，18 个任务。各个项目均穿插有案例分析、案例导入、想一想、知识拓展等课堂互动，课后设有项目小结、练习与自测、思政课堂。本书还配有电子课件和微课资源，请登录华信教育资源网免费下载。本书可作为职业院校电子商务类相关专业教学用书，也可作为电子商务行业从业人员的自学用书。

　　任职以来，一直承担电子商务专业核心课程的教学工作。主讲课程有：《电子商务》、《物流配送》和《网上经营》等。多次在教学评估中获奖。

项目1 走近电子商务·························································································（1）
任务1.1 感知电子商务·······················································································（3）
任务1.2 电子商务初探····················································································.（15）
项目小结········································································································.（22）
练习与自测·····································································································.（23）
项目2 互联网知识与工具···············································································.（25）
任务2.1 计算机和互联网基础知识·····································································.（27）
任务2.2 常用计算机和互联网工具·····································································.（37）
项目小结········································································································.（76）
练习与自测·····································································································.（76）
项目3 体验电子商务交易模式·······································································.（79）
任务3.1 B2C 交易模式····················································································.（81）
任务3.2 B2B 交易模式····················································································.（90）
任务3.3 C2C 交易模式····················································································（102）
任务3.4 O2O 交易模式····················································································（118）
任务3.5 其他电子商务交易模式········································································（129）
项目小结········································································································（139）
练习与自测·····································································································（140）
项目4 电子商务安全及支付···········································································（143）
任务4.1 电子商务安全认证与法律法规·······························································（145）
任务4.2 网上银行··························································································（157）
任务4.3 电子支付方式····················································································（163）
练习与自测·····································································································（172）
项目5 网络营销·····························································································（173）
任务5.1 网络营销概述····················································································（175）
任务5.2 网络信息收集与发布···········································································（184）
任务5.3 网络广告··························································································（194）
项目小结········································································································（203）
练习与自测·····································································································（203）
项目6 电子商务物流······················································································（205）
任务6.1 电子商务物流概述··············································································（207）
任务6.2 物流包装··························································································（215）
任务6.3 物流业务··························································································（221）
项目小结········································································································（229）
练习与自测·····································································································（229）