Operating E-commerce: Theory and Application

Author: Zhao Chunjun
Publisher:
Publish Date: 2005-10-01
Features:
Chapter 1 reviews the history and current status of e-commerce worldwide and in China, and conducts an in-depth discussion and analysis of the bottleneck factors that hinder its further development.
Chapter 2, Enterprise E-commerce Readiness Assessment, as an important step in the implementation of e-commerce, plays a significant role in accurately evaluating the extent of a company's readiness for e-commerce implementation. This chapter systematically introduces several influential e-commerce readiness assessment models internationally.
Chapter 3 comprehensively introduces the research progress of domestic and international network consumption behavior and management from aspects such as "network consumption behavior decision-making process," "factors influencing network consumption behavior," and "human resource management of virtual teams." It also points out the existing problems and future research trends in network behavior studies.
Chapter 4 explores the issues related to electronic markets, which are the key carriers of e-commerce. This chapter delves into the problems of electronic markets, noting that while they bring consumers search convenience, they also introduce numerous issues caused by information asymmetry.
Chapter 5, Network Marketing, is a crucial component of implementing e-commerce. This chapter analyzes the network marketing cases of world-renowned enterprises to deeply explore the implementation strategies and operational methods of network marketing.
Chapter 6, Online Auctions, is an extremely active, rapidly evolving, and still in its infancy type of e-commerce. This chapter discusses the practice and theoretical development of online auctions from the perspectives of management science, economics, and information science.
Chapter 7 comprehensively introduces the current status and development trends of online procurement auctions, particularly focusing on the design of online procurement auction mechanisms, decision support, and the behavior of auction participants. It also mentions the latest research findings in online procurement combinatorial auctions.
Chapter 8, Mobile Commerce, is a new branch of e-commerce. This chapter systematically introduces the recent developments and challenges of mobile commerce.
Chapter 9, the ability to respond quickly to order speed and ensure service timeliness is one of the key factors determining the success of e-commerce. This chapter focuses on examples of domestic e-commerce logistics management and analyzes the operation of fourth-party logistics and e-commerce logistics.
This book systematically and deeply analyzes and elaborates on the main issues involved in e-commerce from the perspective of operating e-commerce. The main content includes: the history and current status of e-commerce development, e-commerce readiness assessment methods and models, network consumption behavior, electronic markets, network marketing and its implementation strategies, the theory and practice of online auctions, the current status and development trends of online procurement auctions, the progress and challenges of mobile commerce, and e-commerce logistics management and its operational methods.
This book is highly systematic, with novel material and typical examples, making it a valuable reference for e-commerce researchers. It is also suitable for individuals engaged in e-commerce operations, as well as teaching, training, and self-study materials for postgraduate students, MBA students, and business management personnel in related fields.