Online Trade Practice

Author: Xia Mingshou, Editor-in-Chief
Publisher:
Publish Date: 2006-12-01
Features: This textbook is divided into eight chapters. Chapter 1 is an overview of network marketing, introducing the basic concepts, theoretical foundations, target market positioning, and participants of network marketing. Chapter 2 is network marketing strategies, primarily covering the combination of network marketing strategies and their roles in marketing activities, the use and evaluation of website promotion strategies, the characteristics of online advertising, and the methods of using online advertising strategies. Chapter 3 is online market research, mainly focusing on an overview of online market research, questionnaire research strategies, and the writing methods for online market research reports. Chapter 4 is the collection and organization of online business information, mainly covering the theory, methods, and tools of online business information collection, as well as the methods of processing online business information. Chapter 5 is online transaction management, primarily introducing online order management, electronic contract management, electronic payment management, the basics of online banking, and online after-sales service management. Chapter 6 is online trade security, mainly covering an overview of online trade security, the technologies and protocols involved, security management, and the application of security tools. Chapter 7 is online procurement, primarily introducing the basic theories of online procurement, the process of online procurement, and supplier management. Chapter 8 is online trade case studies, introducing practical methods and skills for online trade through the analysis of typical websites such as online direct sales, online negotiations, online auctions, online promotions, and online payments.