E-Commerce Industry Chain: Theory and Practice

Contents
1 Basics of E-Commerce Development
	1.1 Background of E-Commerce Generation Cloud
		1.1.1 E-Commerce Development and Technological Change
		1.1.2 E-Commerce Development Opportunities in the New Era
		1.1.3 The Challenges of E-Commerce Development Under the World\'s Great Changes
	1.2 E-Commerce Development History
		1.2.1 China Development History
		1.2.2 International Development History
	1.3 Status of E-Commerce in China
		1.3.1 Overview of E-Commerce Development
		1.3.2 E-Commerce Architecture
		1.3.3 Emerging E-Commerce Model
	1.4 Summary of this Chapter
	1.5 Review Reflection Questions
2 Basic E-Commerce Theory
	2.1 Government
		2.1.1 Guiding Ideas
		2.1.2 E-Commerce Development Plan
		2.1.3 E-Commerce-Related Policies
		2.1.4 E-Commerce Governance and Regulation
	2.2 Markets
		2.2.1 Demand-Side Theory
		2.2.2 Supply-Side Theory
		2.2.3 Platform Theory
	2.3 Summary of this Chapter
	2.4 Review Reflection Questions
3 E-Commerce Technology Principles
	3.1 E-Commerce Network Technology
		3.1.1 IoT and Blockchain Network Technology
		3.1.2 Network Communication Technologies
		3.1.3 Internet and Mobile Internet
		3.1.4 The Application of E-Commerce Network Technology
	3.2 E-Commerce Terminal Equipment Technology
		3.2.1 Computer and Smartphone Terminals
		3.2.2 Wearable Devices
		3.2.3 Virtual Reality Technologies
		3.2.4 Other Sensor Devices
	3.3 Server Technology
		3.3.1 Cloud Computing Technology
		3.3.2 Cloud Servers
	3.4 E-Commerce Software Technology
		3.4.1 Software Front-End Technology
		3.4.2 Decision Support Technologies
	3.5 E-Commerce Security Technology
		3.5.1 Information Security Technology
		3.5.2 Network Security Technology
	3.6 Summary of this Chapter
	3.7 Review Questions for Reflection
4 Principles of E-Commerce Production
	4.1 E-Commerce Product Traceability
		4.1.1 Overview of E-Commerce Products
		4.1.2 E-Commerce Product Innovation
		4.1.3 Product Traceability System
	4.2 E-Commerce Product Branding
		4.2.1 Find the Right Product Positioning (Geographical Indication)
		4.2.2 Formation of Product Personality (Brand Identity)
		4.2.3 Dynamic Sustainability (Brand Maintenance)
	4.3 E-Commerce Production
		4.3.1 E-Commerce Product Production Process
		4.3.2 E-Commerce Production Model
		4.3.3 E-Commerce Production Management
	4.4 Standardization of E-Commerce Product Production
		4.4.1 Standardization of Production Technology
		4.4.2 Standardization of Production Process
		4.4.3 Standardization of Production Environment
	4.5 Summary of this Chapter
	4.6 Review Reflection Questions
5 Principles of E-Commerce Transactions
	5.1 E-Commerce Distribution
		5.1.1 Distributive Change in a New Era
		5.1.2 The “New Distribution” in the Age of E-Commerce
	5.2 E-Commerce Transaction Process
		5.2.1 The Four Parts of the Deal
		5.2.2 Traditional Commerce Versus E-Commerce Transactions
	5.3 E-Commerce Transaction Risks
		5.3.1 Types of E-Commerce Transaction Risk
		5.3.2 E-Commerce Transaction Risk Prevention
	5.4 E-Commerce Transaction Model
		5.4.1 From the Perspective of the Channel (Network)
		5.4.2 From a Human Perspective
		5.4.3 From the Perspective of Goods
		5.4.4 From the Perspective of the Field
	5.5 E-Commerce and Common Wealth
		5.5.1 Theories Related to Common Prosperity
		5.5.2 E-Commerce Helps Common Prosperity
	5.6 Summary of this Chapter
	5.7 Post-Lesson Exercises
6 Principles of E-Commerce Circulation
	6.1 Product Procurement
		6.1.1 Procurement Model
		6.1.2 Procurement Process
	6.2 Product Storage
		6.2.1 Purchasing Warehouse Management
		6.2.2 Intermediate Storage
	6.3 Product Logistics and Distribution
		6.3.1 Divided According to Intermediate Storage
		6.3.2 According to the Division of Distribution Subject
		6.3.3 End-of-Line Express Delivery
	6.4 Summary of this Chapter
	6.5 Review Reflection Questions
7 E-Commerce Consumption Principles
	7.1 Current Situation of E-Commerce Consumption
		7.1.1 Digital Economy Boosts E-Commerce Consumption
		7.1.2 Transformation and Upgrading of E-Commerce Consumption Content
		7.1.3 Rapid Development of New Forms and Modes of E-Commerce
	7.2 Characteristics of E-Commerce Consumption
		7.2.1 Scenario-Based
		7.2.2 Fragmentation
		7.2.3 Communitization
		7.2.4 Individuation
		7.2.5 Quality
		7.2.6 Differentiation
	7.3 E-Commerce Consumption Behavior
		7.3.1 Consumer Demand
		7.3.2 Impulse Spending
		7.3.3 Conformity Consumption
	7.4 Summary of this Chapter
	7.5 Questions for Review
8 E-Commerce Channels and Platforms
	8.1 Human-Centered E-Commerce Platform
		8.1.1 Social E-Commerce
		8.1.2 Typical Mode of Social E-Commerce: Livestreaming E-Commerce
	8.2 E-Commerce Platform with Goods as the Core
		8.2.1 Classic E-Commerce—Online Shopping Object Platform
		8.2.2 Online and Offline Integration of Classic E-Commerce—Online Shopping Service Platform
		8.2.3 Cross-Border E-Commerce Platform
	8.3 E-Commerce Platform with Field as the Core
		8.3.1 VR Electrical Contractor
		8.3.2 Meta-Cosmic E-Commerce
	8.4 Summary of this Chapter
	8.5 Questions for Review
9 Cross-Border E-Commerce
	9.1 Overview of the Cross-Border E-Commerce Industry
		9.1.1 Cross-Border E-Commerce Classification
		9.1.2 Overseas Warehouse
		9.1.3 Cross-Border E-Commerce Free Trade Zones and Comprehensive Test Zones
		9.1.4 E-WTO
	9.2 Macro Environment and Current Situation of Cross-Border E-Commerce Development in China
		9.2.1 Macro Environment of Cross-Border E-Commerce Development
		9.2.2 Current Status of Cross-Border E-Commerce Development
	9.3 Typical Markets for Cross-Border E-Commerce Abroad
		9.3.1 Europe and the United States E-Commerce Market—Amazon
		9.3.2 East Asian E-Commerce Market—Shopee
		9.3.3 EU E-Commerce Market—eBay
		9.3.4 Other Country and Regional Markets—MercadoLibre
	9.4 China’s Cross-Border E-Commerce Development Under the “One Belt, One Road” Strategy
		9.4.1 Development Status
		9.4.2 Policy Support
		9.4.3 Opportunities and Challenges
	9.5 Opportunities and Challenges for the Future Development of Cross-Border E-Commerce in China
		9.5.1 New Opportunities
		9.5.2 Challenges
		9.5.3 Countermeasures
	9.6 Summary of this Chapter
	9.7 Review of Reflection Questions
10 Summary and Outlook
	10.1 Summary
	10.2 The Development Path of E-Commerce in China
		10.2.1 E-Commerce Drives Quality Domestic Development
		10.2.2 E-Commerce Creates New Advantages in International Competition
	10.3 E-Commerce Development in the Wave of the New Era
	10.4 Summary of this Chapter