本書采用項目教學思想,強調(diào)理論知識與技能操作的融合,任務體驗以真實環(huán)境操作和案例分析為主,強化學生實踐操作的能力,融“教、學、做”于一體。本書主要包含走近電子商務、互聯(lián)網(wǎng)知識與工具、體驗電子商務交易模式、電子商務安全及支付、網(wǎng)絡營銷、電子商務物流6 個項目,18 個任務。各個項目均穿插有案例分析、案例導入、想一想、知識拓展等課堂互動,課后設有項目小結(jié)、練習與自測、思政課堂。本書還配有電子課件和微課資源,請登錄華信教育資源網(wǎng)免費下載。本書可作為職業(yè)院校電子商務類相關專業(yè)教學用書,也可作為電子商務行業(yè)從業(yè)人員的自學用書。
任職以來,一直承擔電子商務專業(yè)核心課程的教學工作。主講課程有:《電子商務》、《物流配送》和《網(wǎng)上經(jīng)營》等。多次在教學評估中獲獎。
項目1 走近電子商務·························································································(1)
任務1.1 感知電子商務·······················································································(3)
任務1.2 電子商務初探····················································································.(15)
項目小結(jié)········································································································.(22)
練習與自測·····································································································.(23)
項目2 互聯(lián)網(wǎng)知識與工具···············································································.(25)
任務2.1 計算機和互聯(lián)網(wǎng)基礎知識·····································································.(27)
任務2.2 常用計算機和互聯(lián)網(wǎng)工具·····································································.(37)
項目小結(jié)········································································································.(76)
練習與自測·····································································································.(76)
項目3 體驗電子商務交易模式·······································································.(79)
任務3.1 B2C 交易模式····················································································.(81)
任務3.2 B2B 交易模式····················································································.(90)
任務3.3 C2C 交易模式····················································································(102)
任務3.4 O2O 交易模式····················································································(118)
任務3.5 其他電子商務交易模式········································································(129)
項目小結(jié)········································································································(139)
練習與自測·····································································································(140)
項目4 電子商務安全及支付···········································································(143)
任務4.1 電子商務安全認證與法律法規(guī)·······························································(145)
任務4.2 網(wǎng)上銀行··························································································(157)
任務4.3 電子支付方式····················································································(163)
練習與自測·····································································································(172)
項目5 網(wǎng)絡營銷·····························································································(173)
任務5.1 網(wǎng)絡營銷概述····················································································(175)
任務5.2 網(wǎng)絡信息收集與發(fā)布···········································································(184)
任務5.3 網(wǎng)絡廣告··························································································(194)
項目小結(jié)········································································································(203)
練習與自測·····································································································(203)
項目6 電子商務物流······················································································(205)
任務6.1 電子商務物流概述··············································································(207)
任務6.2 物流包裝··························································································(215)
任務6.3 物流業(yè)務··························································································(221)
項目小結(jié)········································································································(229)
練習與自測·····································································································(229)