目　　录Chapter 1 An Overview of E-Business ........................................................................................1第 1 篇　电子商务概述 ....................................................................................................................1　UNIT 1　E-Commerce / E-Business in the New Economy ..........................................................3　新经济下的电子商贸 / 电子商务.................................................................................................8　UNIT 2　Six Principles to Guide the Development of Global E-Commerce .................................10　指导全球电子商务发展的六大原则..........................................................................................17　UNIT 3　The Internet of Things (IoT): Shaping the Future of E-Commerce .................................21　物联网：塑造电子商务的未来 ..................................................................................................26Chapter 2 E-Marketing and E-Finance ....................................................................................29第 2 篇　电子市场营销与电子金融 .............................................................................................29　UNIT 4　Best Practices for Retail & E-Commerce to Win Consumers via Mobile Marketing ............31　零售和电子商务企业通过移动营销赢得消费者的最佳实践 .................................................37　UNIT 5　What Is E-Marketing Plan .............................................................................................41　什么是电子市场营销计划 ..........................................................................................................47　UNIT 6　Customer Differentiation and Lifecycle Management of E-Marketing ...........................51　电子市场营销的客户差异化与生命周期管理 .........................................................................57Chapter 3 E-Business about Enterprises ..................................................................................61第 3 篇　企业电子商务 ..................................................................................................................61　UNIT 7　Challenges of Establishing Online Business in the E-Commerce Process Chain ..........63　电子商务流程中建立网上业务面临的挑战 .............................................................................69　UNIT 8　How SMBs Can Profit from the Internet ........................................................................72　中小企业如何从互联网中获利 ..................................................................................................77　UNIT 9　Could My Business Be an E-Business ...........................................................................80　我的业务能发展成电子商务吗 ..................................................................................................85Chapter 4 E-Business about Industries.....................................................................................89第 4 篇　行业电子商务 ..................................................................................................................89　UNIT 10　Retail E-Procurement: Minimizing Costs and Improving Productivity ........................91　零售业电子采购分析：成本最小化，提高生产力 .................................................................95　UNIT 11　Selling Products on Facebook: The Emergence of Social Commerce ..........................98　在脸书上销售产品：社交商务的出现 ...................................................................................113　UNIT 12　What Do Consumers Really Want? ...........................................................................125　消费者真正想要的是什么？ ....................................................................................................129Chapter 5 E-Business Case Studies .........................................................................................131第 5 篇　电子商务案例研究 ........................................................................................................131　UNIT 13　Case Study of CRM: Securities Institute of Australia ................................................133　CRM 案例研究：澳大利亚证券协会 ......................................................................................139　UNIT 14　Viral Marketing of Kettle Foods ................................................................................143　克特食品的病毒式营销 ............................................................................................................153Chapter 6 E-Business Technology and Security Issues .........................................................161第 6 篇　电子商务技术与安全 ...................................................................................................161　UNIT 15　Some Technology Trends Affecting E-Business ........................................................163　一些影响电子商务的技术趋势 ................................................................................................168　UNIT 16　E-Business Relies on Security ...................................................................................171　电子商务依赖于安全性 ............................................................................................................178　UNIT 17　UNCTAD B2C E-Commerce Index 2017 ..................................................................183　2017 年联合国贸易和发展会议 B2C 电子商务指数 .............................................................192