While mastering the overall theoretical framework of e-commerce, combined with the application examples and practice of e-commerce system, I have certain e-commerce application ability, and can use e-commerce related systems to complete e-commerce transactions, e-commerce related security certification, domain name design application, online payment, online marketing and other activities.
Second, the scope and content of the examination
Examination knowledge point 1: concepts related to e-commerce
The definition of e-commerce; Understand the broad and narrow concepts of e-commerce; Conceptual model of e-commerce; The basic components of e-commerce; The relationship between e-commerce and traditional commerce; The impact of e-commerce on social economy; Conditions for the emergence and development of e-commerce; The development course and stages of e-commerce; EDI e-commerce; The development course, present situation, latest trends, development trends and main problems of e-commerce in China; Concepts and characteristics of various new electronic commerce.
Evaluation requirements:
Remember: the definition of e-commerce, the conceptual model of e-commerce, the basic composition of the three main stages of e-commerce development, and the concepts and characteristics of various new e-commerce (mobile e-commerce, cross-border electronic commerce, new retail, etc.). ).
Master: conceptual model of e-commerce, basic components of e-commerce, EDI e-commerce, and understanding of broad and narrow concepts of e-commerce.
Application: The application status of EDI e-commerce, the development history, present situation, latest trends, development trends and main problems of China e-commerce.
Test knowledge point 2: Types and processes of e-commerce
Three classification methods of e-commerce (according to the scope of information network in which e-commerce activities are carried out, according to the types of objects involved in e-commerce transactions, and according to the content of goods traded in e-commerce); The definitions, characteristics, processes and typical cases of five common operating modes of e-commerce (B2B, B2C, C2C, C2B and O2O); The differences and advantages and disadvantages between direct transactions and intermediary transactions in e-commerce: the concepts and applications of various new e-commerce (mobile e-commerce, cross-border electronic commerce, new retail, etc.). ).
Evaluation requirements:
Memory: classification of e-commerce; The definition and characteristics of B2B, B2C, C2C, C2B and O2O e-commerce; Well-known intermediary trading websites (portals or horizontal B2B websites, industry or vertical websites); Application characteristics and types of mobile e-commerce.
Master: The differences, advantages and disadvantages between direct transaction and intermediary transaction.
Applications: B2B, B2C, C2C, C2B, O2O e-commerce process.
Examination knowledge point 3: technical basis of e-commerce
Computer network, Internet concept, common Internet services, search engine, domain name naming and management, domain name design, query and application, common development methods and operation methods of e-commerce website construction, working principle of robot search engine, definition and design of IP address and domain name.
Evaluation requirements:
Memory: Definition and classification of computer network: common Internet services, definition of IP address, definition of domain name, common development methods of e-commerce website construction and website operation mode.
Master: the relationship between ip address and domain name, the commercial value of domain name, the process of domain name resolution, the hardware environment and software environment needed for website construction, and the general process of establishing e-commerce website.
Application: the process of domain name application and the distinction between various search engines.
Examination knowledge point 4: e-commerce security technology
Security problems faced by e-commerce, basic requirements of e-commerce for security, security countermeasures of e-commerce, firewall, encryption, decryption, key, algorithm, symmetric encryption, asymmetric encryption, digital envelope, digital abstract, digital signature, digital timestamp, digital certificate, CA, SSL protocol, SET protocol.
Evaluation requirements:
Memorization: the basic elements of encryption technology (encryption, decryption, key, algorithm); The encryption and decryption process of symmetric encryption and asymmetric encryption; The concept of digital envelope; The concepts of digital abstract and digital signature; Definition and type of digital certificate; The concept of CA; The working principle of SSL protocol and SET protocol.
Master: the working principle and limitations of firewall; Encryption and decryption functions of symmetric encryption and asymmetric encryption; The function of digital envelope; The role of digital abstract and digital signature; The function of digital certificate; The importance of CA.
Application: digital certificate application, download, installation, viewing, export, verification and other operations; The development status of CA in China; How to judge whether a website uses SSL protocol?
Examination knowledge point 5: network marketing
The definition and characteristics of online marketing, the basic theory of online marketing, online market research, online product strategy, online price strategy, online channel strategy, online promotion strategy, online advertising, online advertising alliance, online advertising planning, search engine marketing, viral marketing, licensed e-mail marketing and various new online promotion methods.
Evaluation requirements:
Memory: the characteristics of network marketing; Characteristics and principles of online market research; Planning of online advertising; Various new online promotion methods.
Master the basic theory of network marketing (direct marketing, soft marketing, relationship marketing, integrated marketing); The definition and main contents of online market survey; The difference between traditional marketing products and network marketing products in product level, the classification of network products, and the strategies of network products (product form and positioning strategy, product customization strategy, brand strategy, product service strategy, etc.). ); Applicable conditions of price strategy (low price, discount price, auction price, etc.). ) network marketing; Advantages and disadvantages of channel strategies (direct network channels and indirect network channels) and their application scope; The concept of "two-way method"; Common online promotion strategies (advertising promotion, discount promotion, free promotion, online chat promotion, online gift promotion, etc.). ); The definition, form, pricing model of online advertising and the concept of online advertising alliance; The concepts and operation methods of search engine marketing, viral marketing and authorized e-mail marketing, as well as various new online marketing methods.
Application: Flexible application of network marketing strategy.
Exam knowledge point 6: electronic money
The definition, function, characteristics and types of electronic money; The difference between electronic money and virtual money; The concept, types, characteristics and use process of electronic cash; The concept, characteristics and use process of electronic check; The concept, types, characteristics and use process of bank card.
Evaluation requirements:
Memory: the definition, characteristics and types of electronic money; The principle and use process of electronic cash; Principle and application process of electronic check.
Master: the concept of electronic payment; The concept and types of electronic cash; The concept and function of electronic wallet; The concept of electronic check; The process of bank card payment.
Application: the difference between electronic currency and virtual currency.
Examination knowledge point 7: online payment
Electronic payment, online payment, online banking, online payment tools and security measures in China, third-party payment, mobile payment and various new online payment concepts.
Evaluation requirements:
Memory: the concept of electronic payment; The concept and tools of online payment; The concept and types of online banking; Main payment tools and security measures used in online payment environment in China (multiple password mechanism, anti-phishing software, use of SSL protocol, security control, dynamic password card, file digital certificate, mobile digital certificate); The concept of third-party payment and the brand name of well-known domestic third-party payment platform; The concept of mobile payment; The concept and product classification of internet finance.
Master: online banking business process, third-party payment process, mobile payment process.
Applications: the use of online banking, the use and function comparison of third-party payment platforms, the application status of mobile payment at home and abroad, and the application status of internet finance.
Exam Knowledge Point 8: E-commerce Logistics
Logistics, e-commerce logistics, e-commerce logistics system, e-commerce logistics process, e-commerce logistics technology, e-commerce logistics distribution center, third-party logistics, fourth-party logistics, enterprise self-supporting logistics.
Evaluation requirements:
Memory: the definition of logistics; The relationship between logistics and e-commerce; Characteristics of e-commerce logistics; Types of e-commerce logistics distribution centers.
Master: the role and classification of logistics (pay special attention to master the concepts of third-party logistics and fourth-party logistics); Advantages and disadvantages of third-party logistics, fourth-party logistics and enterprise self-operated logistics models; The concept and system composition of e-commerce logistics system; Application of common technologies in e-commerce logistics (bar code technology, GPS, GIS, three-dimensional warehouse, automatic sorting system, etc.). ); Concept and process of e-commerce logistics distribution center.
Application: the logistics mode of e-commerce enterprises, the function and present situation of the application of new e-commerce logistics technology.
Three. Test type and subtest structure (100 mark)
It is required that there must be more than five kinds of test questions, and the difficulty is moderate.
1, fill in the blank (15 is empty, each empty 1 minute, * * *1minute)
2. Multiple choice questions (20 questions, 65438+ 0 points for each question, ***20 points)
3. True or false questions: (10 questions, each question 1 point, * * *1point)
4. Noun explanation questions (3 questions, 5 points for each small question, *** 15 points)
5. Short answer questions (3 questions, 5 points for each small question, *** 15 points)
6. Application questions (***2 big questions, ***25 points)
Fourth, the examination form
Written test (closed book).
Verb (abbreviation for verb) exam time
90 minutes
Main bibliography of intransitive verbs
Textbook: Introduction to Electronic Commerce (4th Edition), edited by Bai and Yue, People's Posts and Telecommunications Publishing House, 20 19.
Reference book:
1. Introduction to Electronic Commerce (2nd Edition) (13th Five-Year Plan Textbook for Economic Management Majors in Colleges and Universities), edited by Ma,, and Wang, Tsinghua University Publishing House, 2020.
2. Introduction to Electronic Commerce (3rd Edition), edited by Dai Jianzhong, Tsinghua University Publishing House, 20 18.
3. Introduction to Electronic Commerce (3rd Edition), Zhang Runtong and Zhu Xiaomin, Renmin University of China Press, 20 18.
4. Introduction to E-commerce (the textbook for the 13th Five-Year Plan of colleges and universities), by Li Weiyu, William Wang, Zhao Min, Xie Xiaoru, Zhou You, Qian Shasha, Su Yan, Hu Xiaoling, Zhang Yong, Tsinghua University Publishing House, 20 16.
5. Introduction to E-commerce (a textbook for business education planning for applied undergraduate students), published by Li Jing and Wei Peiwen, Tsinghua University Publishing House, 20 16.
6. Introduction to Electronic Commerce and Case Analysis (micro-course edition), edited by Chen Deren, People's Posts and Telecommunications Publishing House, 20 17.
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