电子商务(英文精编版)考试重点

电子商务考试重点 电子商务考试重点 Categories of Electronic Commerce 电商的分类 1 business to consumer B2C 2 business to business B2B 3 business processes that support buying and selling activities 比例最大 4 consumer to consumer C2C 5 business to government B2G Electronic Founds Transfer EFTs 分五类 电商的适用性由什么因素决定 suited to ec 1 selling of commodity items 2 product s shipping profile 3 A product that has a Strong brand reputation4 business process includes both commodity and personal inspection elements 电商的优点 advantages 1 It can increase sales and decrease costs 2 Increase purchase opportunities for the buyers 3 electronic commerce provides buyers with a wider range of choices that buyers can consider many different products and services from a wider variety of sellers 4 many digital products can be delivered through the Internet reduces the time buyers wait to begin enjoying their porchases 5 electronic payments of tax refunds pulic retirement and welfare support cost less to issue and arrive securely and quickly when transmitted over the Internet 电商的缺点 1 Some business process may never lend to themselves to EC 2 Many products and services require that a critical mass of potential buyers be equipped and willing to buy through the Internet 3 Business often calculate return on investment numbers before committing to any new technology 4 Want to do business on the Internet is the difficulty of integating existing databases and transaction processing software designed for traditional commerce into the software that enables EC 5 many businesses face cultural and legal obstacles to conducting EC key characteristics of the first two waves of ec 电商的前两次浪潮的特点 CharacteristicFirst waveSecond wave International character of ec Dominated by panies Global enterprises in many countries participating in ec LanguagesMost ec web sites in English Ec web sites available inmultiple languages FundingMany new companies started with outside investor money Established companies funding ec initiatives with their own capital Connection technologiesMany ec participants used Rapidly increasing use of slow internet connections broadband technologies for internet connections e mail contact with Customers Unstructured e mail communicationwith Customers Customized e mail strategies new integral to customer contact 6 transaction costs 交易成本 were the main motivation for moving economic activity from markets to hierarchically structured firms 组织方式转变的原因是交易成 本 7 包交换的运作 on a packet switched network files and e mail messages are broken down into small pieces called packets that are labeled electronically with origins sequences and destination addresses packets travel from computer to computer along the interconnected networks until they reach their destinations And the packets may arrive out of order The destination computer collects the packets and reassembles the original file or e mail messages from the pieces in each packets 8 Ipv4Ipv4 32bit binary number Ipv6Ipv6 128 The number of available addresses in Ipv6 is 34 follows by 37 zeros billion of times larger than the address space of Ipv4 9 四种标记语言时间顺序 SGML standard generalized makeup language 1986 HTML hypertext makeup language1991 XML extensible makeup language1998 XHTML extensible hypertext makeup language2000 10 填空 organization structures of web page 网页组织结构 linear structure hierarchical structure hybrid structure 11 VPN 的运作 a virtual private network is an extranet that uses public network and there protocol to send sensitive date to partners customers suppliers and employees using a system called IP tunneling or encapsulation IP tunneling effectively creates a private passageway through the public internet that provides secure transmission from one computer to another The virtual passageway is created by VPN software that encrypts the packet content and then place the encrypted packets inside another packet in a process called encapsulation the outer packets is called an IP wrapper The web server sends the encapsulated packets to their destination over the internet the computer that receives the packet unwraps it and decrypts the message using VPN software that is same as or compatible with the VPN software used to encrypt and encapsulate the packets at the sending end packet encrypt encapsulate unwrap decrypt 12 bandwidth connection types 带宽链接类型 symmetric connection 对称 asymmetric connection 13 Broadband 宽带 asymmetric digital subscriber line ADSL High speed DSL more than 768 kbps of symmetric broadband 14 revenue models 盈利模型 web catalog digital content advertising support advertising subscription mixed fee for transaction models 15 online advertising 在线广告的两个障碍 1 no consensus has emerged on how to measure and charge for site visitor views 2 That very few web sites have sufficient numbers of visitor to interest large advertisers 16 online banks 在线银行的两个障碍 1 customers concern about trust and security online 2 a lack of bill presentment features 3 a lack of account aggregation tools 18 Business communication modles 信息流动 商务沟通模式及特征 Mass media 大众媒体 One to manySeller is active and the buyer is passive Thw web 网页 Many to one many to many The buyer actively participates in the search and controls the length depth and scope of the search Personal contact 个人推销 One to oneBoth the buyer and seller actively participate in this exchange of information 19 four ps of marketing product price promotion place 营销四要素 20 大题 Media choice 怎样挑选 media Low product or service complexity high Media the web personal contact Low cost high Low trust high 21 market segmentation 市场划分 Geographic segmentation 地理 demographic segmentation 人口 psychographic segmentation 心理 22 usage based segmentation 基于使用的市场划分 Browsers buyers shoppers The six behavior based categories 6 个基于行为的划分 Simplifiers surfers bargainers connectors routiners sportsers 23 5 stages of consumer loyalty 顾客信赖度的 5 个阶段 生命周期 1 Awareness 知道 advertising a brand or a company name 2 Exploration 探究 a large amount of information interchange can occur 3 Familiarity 熟悉 customers who completed several transaction and aware of the company s policies regarding returns credits and pricing flexibility are in the familiarity stage of their relationship with the company 4 Commitment 承担 consumer develop a fierce loyalty for the products or brands company 5 Separation 分离 the customer might be severely disappointed by changes in the level of service or product quality 24 banner ads 横幅广告概念 a banner ad is a small rectangular object on a web page that displays a stationary or moving graphic and includes a hyperlink to the advertiser s web site Banner ad placement 横幅广告的投放 方式 The first is to use a banner exchange network The second way that business can place their banner advertising is to find web sites that appeal to one of the company s market segments and then pay those sites to carry the ads A third way to place banner advertising is to use a banner advertising network 25 effectiveness of online advertising 在线广告的有效性 难以实现的原因 One major problem has been the lack of a single industry standard measuring service Although the task force guidelines have to helped to establish measures of ad views difficulties remain in assessing the effectiveness of online advertising because Site visitors change their web surfing behaviors and habits as they gain experience using the web 25 elements of branding 品牌的 3 要素 Differentiation relevance perceived value 26 e mail marketing a key element in any e mail strategy is to obtain customers approvals before sending then any e mail that includes a marketing or promotional 27 search engines 3 major parts 1 spider 2 index 3 search utility 28 Search engines revenue 来源 1 banner ads 2 text ads 3 positioning 1 去中介化 The removal of an intermediary such as a human agent from a value chain is called disintermediation 2 再中介化 The introduction of a new intermediary such as a feel for transaction Web site into a value chain is called reintermediation 概念 1 1 Network effects as more people or organizations participate in a network the value of the network to each participant increase in value is called 2 2 VPN An extranet that uses public networks and their protocols to send sensitive data to partners customers suppliers and employees using a system called IP tunneling or encapsulation 3 3 Bandwidth 带宽 is the amount of data that can travel through a communication me