Contents

Unit 1
What Is Electronic Commerce? ……………………… 1

Reading One Introduction to Electronic Commerce ………………… 4
Reading Two The Great Success of Taobao ………………………… 11

Unit 2
How Does Electronic Commerce Change
Economics? ……………………………………………… 16

Reading One Advantages & Disadvantages of Doing Business
on the Internet …………………………………………18
Reading Two How Does a Business Change with E-Commerce? ……25

Unit 3
What Are Electronic Business Models? …………… 29

Reading One Major Business Models on the Web ……………………31
Reading Two A Case: the Story of Alibaba in China …………………37

Unit 4
How Does Electronic Commerce Payment
Work? ……………………………………………………… 42

Reading One How Does E-Commerce Work? ………………………45
Reading Two E-Commerce Payment System …………………………52

Unit 5
What Is Electronic Marketing Structure? ………… 57

Reading One Electronic Marketing Structure ………………………59
Reading Two Email Marketing ………………………………………66

Unit 6
What Is Mobile Business? …………………………… 72

Reading One Mobile Commerce ……………………………………74
Reading Two Mobile Marketing ………………………………………80

Contents

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Unit 7 How to Advertise on the Web? ……………………… 84

Reading One How to Advertise a Website? …………………………86
Reading Two Advertising Methods on the Web ………………………91

Unit 8 What Makes Branding “Good” on the Web? ……… 95

Reading One Top 10 tips for Online Branding ………………………97
Reading Two How Do Dell’s Preferred Accounts Work? ………… 102

Unit 9 Why Group Buying Is Popular? …………………… 106

Reading One Group Buying ……………………………………… 108
Reading Two Online Group Buying to Be Regulated …………… 113

Unit 10 How to Start Business Online? ……………………… 117

 Reading One How to Start a Small Online Business by Yourself …… 119
Reading Two Co-founder of EBay: Pierre Omidyar ……………… 123

Reference Answers …………………………………………… 127

Glossary ………………………………………………………… 139

References ……………………………………………………… 151