Learning objective 1
Task book or role play 1
1. 1 Overview of e-commerce services
E-commerce service and related concepts 1. 1
1. 1.2 e-commerce service industry and e-commerce in service industry 1
1.2 developing e-commerce services 2
The rise of e-commerce services II
1.2.2 development status of e-commerce service platform 3
1.2.3 development status of e-commerce support services 4
1.2.4 Future development trend 7
1.3 the role and influence of e-commerce services 9
1.3. 1 Promoting the development of e-commerce 9
1.3.2 promoting enterprise growth and innovation 9
1.3.3 Significantly reduce transaction costs.
1.3.4 Enhance the competitive advantage of enterprises 1 1
1.3.5 Promote the development of related industries 12
1.3.6 promoting employment and entrepreneurship
1.4 emerging new commercial civilization 15
1.5 Case "Ten-year Evolution History" of Alibaba Group 18
Thinking about question 2 1
Reference 2 1
Chapter II Knowledge about E-commerce Services 22
Learning objective 22
Task book or role play 22
2. 1 professional division of labor 22
2. 1. 1 division of labor 22
2. 1.2 Smith Theorem and Young Theorem 23 E-commerce Service Directory 2.2 Transaction Costs 24
2.2. 1 the concept of transaction costs 24
2.2.2 Coase's transaction cost theory 25
2.3 service industry, service economy, service industry and modern service industry 26 pages
2.3. 1 service 26
Service economy
Service industry 34
2.3.4 Modern service industry
2.4 Service outsourcing 36
2.4. 1 The concept of service outsourcing 37
Classification of service outsourcing 37
2.4.3 Information Technology Outsourcing and Business Process Outsourcing 38
2.5 Bilateral market 39
2.5. 1 the concept of two-sided market
Characteristics of the bilateral market 39
2.5.3 Classification of bilateral markets
2.6 Lifecycle 4 1
2.6. 1 product lifecycle 4 1
2.6.2 Industrial life cycle 42
2.7 Business Ecology 44
2.7. 1 The concept of business ecology 44
2.7.2 Characteristics of business ecosystem 44
2.8 Emerging concepts and theories 46
2.8. 1 long tail theory and niche market 46
Crowdsourcing 47
liberal economy
2.8.4 Guangming Company 5 1
2.8.5 Wikieconomy 5 1
2.9 Case 52
2.9. 1 case 2- 1 gold company: mobilizing the world to find gold 52
2.9.2 Case 2-2 Boeing Company: Building an airplane like a building block 53
2.9.3 Case 2-3 Computer Agency: Let Employees Share and Dominate 54
2.9.4 Case discussion
Thinking about question 56
Reference 57
Chapter III E-commerce Service System and Business Ecology 58 pages
Learning objective 58
Task book or role play 58
3. 1 e-commerce service system 58
3.2 E-commerce service platform 59
3.2. 1 the role of e-commerce service platform 59
3.2.2 e-commerce service classification 6 1
3.2.3 E-commerce transaction service 6 1
3.2.4 E-commerce business process outsourcing service 62
3.2.5 E-commerce information technology outsourcing services 63
3.3 E-commerce Support Services 64
3.3. 1 electronic authentication service 64
Electronic payment service 64
3.3.3 Modern logistics services
Other support services 65
3.4 e-commerce ecosystem 66
3.4. 1 the concept of e-commerce ecosystem 66
3.4.2 Types of e-commerce ecosystem 66
3.4.3 Characteristics of e-commerce ecosystem 67
3.4.4 Structure of e-commerce ecosystem
3.4.5 Evolution of e-commerce ecosystem 68
3.4.6 E-commerce ecosystem research 70
3.5 Case 73
3. 5. 1 Case 3- 1 Composition and evolution of Alibaba's e-commerce ecosystem 73
3.5.2 Case 3-2 Three Typical Ecological Phenomena in Taobao Ecosystem 75
Thinking about question 77
Reference 77
Chapter 4 e-commerce service products and profit model on page 79
Learning objective 79
Task book or role play 79
4. 1 typical e-commerce service products 79
4. 1. 1 transactional e-commerce service products 79
4. 1.2 service outsourcing e-commerce service products 80
4. 1.3 technical service-oriented e-commerce service products 8 1
4. 1.4 payment-oriented e-commerce service 82
4. 1.5 logistics express e-commerce service products 83
4. 1.6 Certified e-commerce service products 84
4.2 E-commerce service profit model 86
4.2. 1 membership fee 86
4.2.2 Online advertising
Transaction commission 87
4.2.4 Search bid ranking 88
4.2.5 Other profit models 89
4.3 Two-tier business structure in e-commerce service 89
4.4 Case: CSCL chooses GT Nexus to improve enterprise e-commerce service 90
Thinking about question 90
Reference 90
Chapter V E-commerce Service Technology 92
Learning objective 92
Task book or role play 92
5. 1 SOA-based e-commerce service platform architecture 92
5. Definition of1.1SOA 92
5.1.2 elements of SOA 93
5. 1.3 The role of e-commerce service platform based on SOA 93
5.2 Typical e-commerce service application systems and technologies 95
5.2. 1 enterprise-to-enterprise e-commerce service application system 95
5.2.2 Online Retail E-commerce Service Application System 96
5.2.3 Online Payment System
5.2.4 Personalized recommendation technology 97
5.2.5 Product Intelligent Search Technology 99
5.3 Emerging e-commerce service technologies 100
5.3. 1 mobile e-commerce 100
5.3.2 Software as a Service (SaaS) 105
5.3.3 Cloud Computing 106
5.4 Case Typical Cloud Computing Platform 1 10
Thinking about the problem 1 15
Reference 1 15