1. Multiple-choice questions (there are 20 small questions in this big question, with each small question 1 point, totaling 20 points)

1.RSS technology is a kind of ()

A. Asynchronous communication technology B. Synchronous communication technology C. Information aggregation technology D. Information classification technology

2. "The value of the network is equal to the square of the number of network nodes" is ()

A. davidow's Law B. Metcalfe's Law C. Law of Increasing Marginal Income D. Moore's Law

3. The EDI standard led by the United Nations is ()

A.C.ISO/IEC D.UN/EDIFACT

4. The intranet is ()

A. Intranet B. Internet C. Extranet D.Net

5. The e-commerce products provided by the legal consultation website belong to ()

A. tangible products B. intangible products C. digital products D. electronic products

6. The following does not belong to the safety certification technology is ()

A. digital signature B. smart card C. digital envelope D. electronic wallet

7. The starting price is high, and the price will be adjusted downwards during the bidding process until a bidder is willing to buy it. This kind of auction is called ()

A. dutch auction B. British auction C. Anti-auction D. Secret bidding at the second price

8. A series of business activities that enterprises produce products or services to attract customers to buy and use are called ()

A. profit source B. profit lever C. profit object D. profit point

9. The following does not belong to the intermediary organization of e-commerce system is ()

A. payment center B. authentication center C. customer center D. logistics center

10. According to the implementation of enterprise e-commerce procurement mode, the main division is ()

A. procurement mode, personal business mode and customized procurement mode B. strategic support mode and departmental integrated procurement mode

C. E-mail bidding and online auction procurement mode D. Seller, buyer and third party procurement mode

1 1. The abbreviation of business process reengineering is ().

A.ERP B.BPR C.ICP D.ICC

12. Aggregating a large number of individual consumers to form a larger purchase order and get more preferential space, this e-commerce model belongs to ().

A.B2C B.C2C C.B2B D.C2B

13. The influence of e-commerce on enterprise organizational structure is ()

A. tend to be hierarchical B. tend to be flat C. tend to be vertical D. convergence

14. Pest analysis is ()

A. Analysis method of sales growth rate and market share B. Five-force analysis method

C. Political, economic, social and technical analysis methods D. Analysis of strengths, weaknesses, opportunities and threats

15. Among the following options, the production mode in the e-commerce era is characterized by ().

A. The service industry grows at a faster speed B. Mass production C. The emergence of dynamic trade D. Personalized service

16. Enterprises bypass the sphere of influence of competitors, attack the easily accessible markets, and expand their own market scope. This offensive strategy is called ().

A. detour attack B. flank attack C. frontal attack D. encirclement attack

17. Among the following statements about e-commerce procurement, the correct one is ().

A. E-commerce procurement is mainly based on inter-enterprise procurement and government procurement.

B The steps taken by different enterprises in e-commerce procurement activities are exactly the same.

C. The function of e-commerce procurement system is not complicated.

D. e-commerce procurement is based on EDI.

18. Among the following options, () does not belong to the market cooperation strategy.

A. Cooperation with traditional enterprises B. Cooperation with related industries C. Functional expansion strategy D. Centralized strategy

19. The common asymmetric encryption algorithm is ().

A. Location B.DES C.RSA D.DTS

20.van in Chinese means ()

A. Internet B. Value-added network C. Intranet D. Extranet

Second, multiple-choice questions (there are 5 small questions in this big question, 2 points for each small question, a total of 10 points)

2 1. e-commerce payment technology security protocol SSL includes ()

A. message encryption protocol B. credit card protocol C. secure electronic transaction protocol D. handshake protocol E. standard protocol

22. The criteria for dividing the market structure include ()

A. the product type of the enterprise B. the ability of the enterprise to control the price C. the standardization degree of the enterprise products D. the aggregation ability E. the difficulty of the enterprise entering the market

23. The services provided by mobile e-commerce are ()

A. Bank B. Reservation C. Transaction D. Logistics E. Entertainment

24. The defect of traditional enterprise process model is ()

A. the process division of labor is too fine. B. the organizational structure is too flexible. C. it is not conducive to resource reorganization. D. the division of labor leads to the overstaffed management organization of enterprises. E. Division of labor leads to single skills of employees.

25. Ordering subsystem and supply subsystem include module ().

A. information management module B. electronic procurement module C. order generation module D. report printing module E. electronic payment module

Three, short answer questions (this topic has 5 small questions, 6 points for each small question, a total of 30 points)

26. Briefly describe the basic principle of the long tail theory.

27. Briefly describe the development trend of e-commerce products.

28. Briefly describe the content of enterprise e-commerce process reengineering under the e-commerce environment.

29. Briefly describe the role of the government in e-commerce.

30. Briefly describe the main types of business strategies in the e-commerce market.

Fourth, the essay question (this big question is 2 small questions, each small question 12 points, a total of 24 points)

3 1.ML is a company that produces men's shirts and sells them directly online, accounting for 28.4% of the similar market. At present, most of ML's product distribution business is entrusted to third-party logistics companies, and only in some small cities has its own distribution system been established. Please answer:

(1) The possible benefits of implementing third-party logistics.

(2) The possible risks of implementing third-party logistics in 2)ML.

Under the global environment of advocating "low-carbon economy", BYD plans to design and launch an efficient hybrid vehicle based on its original products, targeting at young people. Because the appearance, price and performance of the newly developed car are still uncertain, the company decided to conduct online research on the use and improvement of the original product. If you are the person in charge of this online survey, please answer the following questions:

(1) What are the general steps of online research?

(2) Choose two online direct search methods, and how to realize simple design.

Five, the material problem (this question 16 points)

33. Materials of American AEI Company

AEI is one of the largest travel agency groups in the world, and its main business is to provide comprehensive travel services to help customers control business travel expenses. 1997, in view of the increasing number of commercial organizations and ordinary customers using the internet, the shortage of travel agency consultants, the increase in the cost of traditional business models and other reasons, the company began to carry out online business and carry out strategic transformation.

1998, AEI cooperated with Microsoft to develop the AEI online reservation system. At the same time, AEI company vigorously promotes the concept of tourism e-commerce and its convenient characteristics, and trains customers to use online booking. The company added an automatic website reply system to answer customers' questions.

AEI focuses on serving customers with valuable potential. Among the company's original more than 2,000 loyal customers, AEI will focus on those electronic technology companies that are familiar with and use the Internet. During 1999, AEI's online profit mainly depended on more than 300 corporate customers.

AEI is also committed to understanding the different needs of customers and designing tailor-made travel plans. For example, AEI helps the travel department managers of large companies to complete their travel arrangements quickly and efficiently, so that they can adjust their travel plans according to the detailed preferential items on the computer screen, which can save their travel expenses by about 20%.

AEI uses network tracking technology to record every customer's information, including flight route, catering, seat preference, etc., to form a dynamic customer file. In order to reassure customers, AEI also adopts advanced security system to ensure the security of online reservation system and customer files.

According to the above materials, answer the following questions:

(1) What prompted the strategic transformation of AEI?

(2) Analyze the elements of customer relationship management in AEI company.

(3) What is the 28 rule? Who is the valuable online customer of AEI company in the case?