本书共分10个单元，每个单元涉及电子商务的一个主题，主要包括电子商务的基本概念、电子市场的基本架构、B2C：电子商务、B2B电子商务、电子商务中的客户行为及客户服务、电子商务的技术架构、移动商务的发展、电子营销、电子商务中的支付体系以及电子商务涉及的法律道德问题，内容基本上覆盖了电子商务领域的重要知识点。每个单元分别由精读课文、单词及重点难点讲解、科技英语翻译及写作技巧点拨、补充阅读材料、课后练习及课文参考译文组成，课后配有练习参考答案，可供读者进行巩固练习。

本书精选40篇电子商务英语阅读材料，旨在提高学生的阅读与写作能力，拓宽学生的知识面，使其理解并掌握电子商务的基本概念、原理及发展趋势，从而促进学生外语技能与专业知识的全面发展。

本书共分10个单元。每个单元涉及电子商务的一个主题，主要包括电子商务的基本概念、电子市场的基本架构、B2C电子商务、B2B电子商务、电子商务中的客户行为及客户服务、电子商务的技术架构、移动商务的发展、电子营销、电子商务中的支付体系以及电子商务涉及的法律道德问题。每个单元以阅读训练为主，并提供科技英语翻译及写作技巧点拨，以帮助学生在提高阅读能力的同时，加强写作能力的训练。

本书可作为高等院校电子商务及相关专业本科生与研究生的教材，也可供读者自学使用。

UNIT 1 Brief Introduction to

E-commerce

Text

The Emergence ofE-commerce

Supplementary Reading 1

E—commerce in China

Supplementary Reading 2

Amazon--Before and After

Supplementary Reading 3

Should E—commerce Be Taxed Like

Any Other Commerce

参考译文

UNIT 2 E—commerce Market

Mechanism

Text

Electronic Marketplaces

Supplementary Reading 1

eBay—The Juggernaut of

E—marketplaces

Supplementary Reading 2

Collaborative Commerce--The Next

Big Trend in Partnering

Supplementary Reading 3

Making the Web Just another

Venue for TradeShows

参考译文

UNIT 3 BusinesstoCustomer

E-commerce

Text

Yesterday，Today and Tomorrow of

B2C E-commerce

Supplementary Reading 1

B2B VSB2C—More。I。han Just

a Letter

Supplementary Reading 2

FAQ for B2C

Supplementary Reading 3

What iS the Difference between B2C

and B2B

参考译文

UNIT 4 Businessto。Business

E—commerce

Text

Business—to—Business E—commerce

Supplementary Reading 1

B2B Marketing Strategies

Supplementary Reading 2

E—Commerce Procurement

Management

Supplementary Reading 3

Research on Partner·Choosing and

Web Services for B2B Ecomme~e i1

Virtual Enterprises

参考译文

UNIT 5 Consumer Behavior and

Customer Services in

E—commerce

Text

Customer Behavior Affects

E-commerce Competitiveness

Supplementary Reading 1

E-commerce Report：Technology

that promises to analyze sales data

more simply and quickly could

alter customer interactions

Supplementary Reading 2

Improving Customer Experience：

Usability Testing Is Not Enough

Supplementary Reading 3

Five Myths in E—Commerce

about Personalization

参考译文

UNIT 6 Technical Infrastructure

of E-commerce

Text

Database

Supplementary Reading 1

Two Technical Infrastructures of

E-commerce--Data Management

and ComputerNetwork

Supplementary Reading 2

Internet

Supplementary Reading 3

Communities in Cyberspace

参考译文

UNIT 7 Mobile Commee

Text

Mobile Commerce

Supplementary Reading l

M—commerce Security Challenges

and Solution

Supplementary Reading 2

Mcommerce at Helsana Health

Insurance

Supplementary Reading 3

Mcommerce in China

参考译文

UNIT 8 Online Marketing

Text

E-marketing

Supplementary Reading 1

E·marketing Strategy and Tesco’S

E-marketing Campaign

Supplementary Reading 2

Google and Financial Crisis

Supplementary Reading 3

Search Engine Optimization

参考译文

UNIT 9 Payment System in

Ecommerce

Text

Electronic Payment

Supplementary Reading 1

Electronic Funds Transfer

Supplementary Reading 2

Untraceable Digital Cash，Information

Markets，and BlackNet(1)

Supplementary Reading 3

Untraceable Digital Cash，Information

Marketsand BlackNet(2)

参考译文

UNIT 1 0 LawEthics in E—commerce

Text

Computer Security

Supplementary Reading 1

Computer Virus

Supplementary Reading 2

The Law ofthe Web for Businesses

Supplementary Reading 3

Privacy and Confidentiality in an

Ecommerce World

参考译文

Kev to Exercises

References