Themarket-leadingtextforE-commerce.Thiscomprehensive,market-leadingtextemphasizesthethreemajordrivingforcesbehindE-commerce—technologychange,businessdevelopment,andsocialissues—toprovideacoherentconceptualframeworkforunderstandingthefield.Thetentheditionfeaturesupdatestothetext,data,figures,andtablesbasedonthelatestmarketingandbusinessintelligenceavailablefromeMarketer,PewInternet&AmericanLifeProject,ForresterResearch,comScore,GartnerResearch,andotherindustrysources.Allopening,closingand“Insighton”casesareneworupdated.
本書優點特色
Thistexthighlightsthefollowingthemesandcontent:Headlines1.Themobile,digitalInternetplatformfinallyarrives,offeringlocation-basedservices,movies,books,shopping,andpayment2.SocialnetworkssuchasTwitterandFacebookcontinuetheirexponentialgrowth,layingthegroundworkfora“socialE-commerceplatform,”andcontinuedexpansionofsocialmarketingopportunities3.Onlineprivacycontinuestodeteriorate,drivenbyacultureofself-revelationandpowerfultechnologiesforcollectingpersonalinformationonline4.Internetsecurityrisksincrease;cyberwarfarebecomesanationalsecurityissueBusiness1.Comingoutoftherecession,E-commercerevenuessurgeby12%in2010–fasterthantraditionalretail2.Internetadvertisingalsoreboundsfromtherecession3.E-booksfinallytakeoff,supportedbytheiPad,Kindle,Nook,andiPhone4.WatchingTVandmoviesonlinebecomesareality(Netflix,Hulu.com),asInternetdistributors,andHollywoodandTVproducersstrikedealsforWebdistributionwiththeprotectionofintellectualproperty5.“Free“and“Freemium“businessmodelscompetetosupportdigitalcontentTechnology1.Smartphones,netbooks,andE-bookreaders–alongwithassociatedsoftwareapplications,andcoupledwith3Gand4Gcellularnetworkexpansion–fuelrapidgrowthofthemobiledigitalplatform2.Investmentincloudcomputingincreases,providingthecomputinginfrastructureforamassiveincreaseinonlinedigitalinformationandE-commerce3.Touchinterfaceoperatingsystemsemerge:Apple’siPhone,andGoogle’sAndroidandChromeoperatingsystemsenterMicrosoft’straditionalWindowsmarket4.ThecostofdevelopingsophisticatedWebsitescontinuestodropduetodecliningsoftwareandhardwarepricesandopensourcesoftwaretools5.Cellularnetworkcapacityischallengedbytherapidexpansionindigitaltrafficgeneratedbymobiledevices6.InternettelecommunicationscarrierssupportdifferentialpricingtomaintainastableInternet;opposedbyNetneutralitygroupspushingnon-discriminatorypricingSociety1.Continuedgrowthofthemobile,“alwayson“cultureinbusinessandfamilylife2.CongressconsiderslegislationtoregulatetheuseofpersonalinformationbysocialnetworkingsitesandInternetadvertisingagencies3.Intellectualpropertyissuesremainasourceofconflictwithsignificantmovementtowardresolutioninsomeareas,suchasGoogle’sdealwithpublishingindustry,andApple’sdealwithE-bookpublishers4.P2Ppiracytrafficdeclinesasstreamingvideosandmusicgainground,althoughdigitalpiracyofonlinecontentremainsanissue5.GovernmentsaroundtheworldincreasesurveillanceofInternetusersandWebsitesinresponsetonationalsecuritythreats;GoogleleavesChinaovercensorshipandsecurityissues6.MostnewInternetgrowthoccursinAsiaandChinaalthoughE-commercegrowthlagsinemergingmarketsduetotheabsenceofpaymentsystems7.LocalizationofWebincreases,resultinginamulti-nationalandmulti-lingualInternetcontrarytoearlyambitions8.VentureinvestinginE-commercestart-upscontinuesatalowpace,yetentrepreneurialstartupfirmsareasnumerousaseverbecauseoffallingtechnologycostsChapter-OpeningCases.Inordertohelpstudentsseehowthetopicsthey’regoingtoreadworkintherealworld,eachchapteropenswithacaseyaboutaleadingE-commercecompany.Thesecasesrelatethekeyobjectivesofthechaptertoareal-lifeE-commercebusinessventure.Someofhtecompaniesfeaturedinclude:1.Netflix2.Facebook3.Twitter4.Volkswagen“InsightOn”Cases.Eachchaptercontainstwoorthreeshortreal-worldcasesthatillustratethethemesoftechnology,business,andsociety.Thesecasesprovidestudentswitharichunderstandingofe-commerceandup-to-datecoverageofleadingcontroversiesanddevelopments.Someofthetopicsthesecasesaddressare:1.Cloudcomputing2.TheabilityofgovernmentstoregulateInternetcontent3.Thesecurityrisksinvolvedwithusingsmartphones4.SocialoperatingsystemsChapter-ClosingCaseStudies.Eachchapterconcludeswithacasestudybasedonareal-worldorganization.Thesecaseshelprefreshstudents’understandingofchapterconceptsbyhavingthemapplytheirknowledgetoconcreteproblemsandscenariossuchas:1.Pandora’suseofthefreemiumbusinessmodel2.ThemarketingstrategiesofExchangeHunterJumper.com,aninnovativestart-upbusiness3.Behavioraltargetingandreal-timeadvertising4.HowOpenTablecreatedanationalmarketinrestaurantreservationsProjects.Attheendofeachchapterareanumberofprojectsthatencouragestudentstoapplychapterconceptsusinghigher-levelevaluationskills.ManyoftheseprojectsmakeuseoftheInternetandrequirestudentstopresenttheirfindingsinanoralpresentationorwrittenreport.Forexample,studentsmaybeaskedtoevaluatepubliclyavailableinformationaboutacompany’sfinancialsattheSECwebsite,assesspaymentsystemoptionsforcompaniesacrossinternationalboundaries,and/orsearchforthetoptencookiesandthesites
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