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本书是对电子商务进行一个普及性知识的介绍，尤其针对高职学院的学生进行指导性的引导，突出其实用性和可操作性，使学生在未来的工作中能够学以致用。本书也可供具有中级英语水平的专业人员学习专业英语，提高涉外业务能力。

本书选材新颖，案例多选自与人们生活相关的内容，贴近实际生活，内容丰富通俗易懂。有一定的参阅性。本书共有七章，按照电子商务运作的基本流程依次展开。

本书每章包括课文和英文对话，尤其英文对话部分是对电子商务知识的简单展开，对话内容紧扣专业，即突出专业知识，也锻炼会话技能。书后附有课文参考译文和练习参考答案。

目录

CONTENTS

Chapter One Introduction to E-commerce ------------------------------1

电子商务介绍

Lesson One Definition of E-commerce ----------------------------------------------------------------3

Lesson Two Explore E-commerce Development-----------------------------------------------------5

Lesson Three Types of E-commerce--------------------------------------------------------------------7

Listening and speaking-------------------------------------------------------------------------------------12

Vocabulary----------------------------------------------------------------------------------------------------14

After-class exercises---------------------------------------------------------------------------------------

-17

Chapter Two Characteristics of E-commerce--------------------------20

电子商务特点

Lesson One Advantages of E-commerce--------------------------------------------------------------22

Lesson Two Limitations of E-commerce--------------------------------------------------------------25

Lesson Three Scope of E-commerce-------------------------------------------------------------------28

Listening and speaking-------------------------------------------------------------------------------------30

Vocabulary----------------------------------------------------------------------------------------------------31

After-class exercises-----------------------------------------------------------------------------------------34

Chapter Three E-commerce Options --------------------------------37

电子商务组成选项

Lesson One Identifying E-commerce Components------------------------------------------------39

Lesson Two Identifying E-commerce Stages-------------------------------------------------------42

Listening and speaking------------------------------------------------------------------------------------45

Vocabulary---------------------------------------------------------------------------------------------------47

After-class exercises----------------------------------------------------------------------------------------50

Chapter Four E-marketing ----------------------------------------53

电子营销

Lesson One Identifying Marketing Issues----------------------------------------------------------55

Lesson Two Marketing Research---------------------------------------------------------------------57

Lesson Three Monitoring Customer Visits----------------------------------------------------------67

Listening and speaking------------------------------------------------------------------------------------69

Vocabulary---------------------------------------------------------------------------------------------------71

After-class exercises----------------------------------------------------------------------------------------73

Chapter Five E-payment---------------------------------------------------76

电子支付

Lesson One Defining Electronic Payments----------------------------------------------------------78

Lesson Two Identifying E-Payment Options--------------------------------------------------------79

Lesson Three Exploring E-Cash-----------------------------------------------------------------------81

Lesson Four Understanding Credit Card Issues---------------------------------------------------82

Lesson Five Defining Merchant Accounts--------------------------------------------------------------85

Lesson six Exploring M-Commerce----------------------------------------------------------------------87

Listening and speaking--------------------------------------------------------------------------------------89

Vocabulary-----------------------------------------------------------------------------------------------------90

After-class exercises------------------------------------------------------------------------------------------93

Chapter Six Customer Service --------------------------------------97

客户服务

Lesson One Customer Service Issues-------------------------------------------------------------------99

Lesson Two Customer Service Options----------------------------------------------------------------100

Listening and speaking------------------------------------------------------------------------------------110

Vocabulary---------------------------------------------------------------------------------------------------111

After-class exercises----------------------------------------------------------------------------------------113

Chapter Seven E-commerce Security---------------------------------117

电子商务安全

Lesson One E-commerce Security Threats-------------------------------------------------------119

Lesson Two Security Measures and Enforcements for E-commerce------------------------124

Listening and speaking---------------------------------------------------------------------------------132

Vocabulary------------------------------------------------------------------------------------------------134

After-class exercises-------------------------------------------------------------------------------------137

Appendix ----------------------------------------------------------------------143

课文参考译文及课后练习参考答案

Translation of chapter 1-----------------------------------------------------------------------------------143

Key to the Exercises----------------------------------------------------------------------------------------147

Translation of chapter 2-----------------------------------------------------------------------------------149

Key to the Exercises----------------------------------------------------------------------------------------153

Translation of chapter 3-----------------------------------------------------------------------------------155

Key to the Exercises----------------------------------------------------------------------------------------158

Translation of chapter 4-----------------------------------------------------------------------------------160

Key to the Exercises----------------------------------------------------------------------------------------166

Translation of chapter 5----------------------------------------------------------------

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书籍介绍

本书是对电子商务进行一个普及性知识的介绍，尤其针对高职学院的学生进行指导性的引导，突出其实用性和可操作性，使学生在未来的工作中能够学以致用。本书也可供具有中级英语水平的专业人员学习专业英语，提高涉外业务能力。

本书选材新颖，案例多选自与人们生活相关的内容，贴近实际生活，内容丰富通俗易懂。有一定的参阅性。本书共有七章，按照电子商务运作的基本流程依次展开。

本书每章包括课文和英文对话，尤其英文对话部分是对电子商务知识的简单展开，对话内容紧扣专业，即突出专业知识，也锻炼会话技能。书后附有课文参考译文和练习参考答案。