E-Commerce: Concepts, Principles, and Application

432 Pages·2022·11.71 MB·English

by  Zheng Qin, Qinghong Shuai, Guolong Wang, Pu Zhang, Mengyu Cao, Mingshi Chen

Advanced Studies in E- Commerce
Zheng Qin · Qinghong Shuai ·
Guolong Wang · Pu Zhang ·
Mengyu Cao · Mingshi Chen
E-Commerce
Concepts, Principles,
and Application
Advanced Studies in E-Commerce
Series Editors
Zheng Qin, School of Software, School of Information Science and Technology,
Tsinghua University, Beijing, China
Qinghong Shuai, School of Economic Information Engineering, Southwestern
University of Finance and Economics, Chengdu, China
Ronggang Zhang, School of Management, Northwest University of Politics and
Law, Xi’an, China
Qiongwei Ye, Professor and Associate Dean in the Business School, Yunnan
University of Finance and Economics, Kunming, Yunnan, China
Li Xiong, Department of Information Management, Shanghai University,
Shanghai, China
Jie Cao, Professor in the College of Information Engineering, Nanjing University
of Finance and Economics, Nanjing, China
Advanced Studies in E-Commerce takes a fresh and global viewpoint to E-Commerce
development. It encompasses such issues as the basic concepts and principles of
E-Commerce, the industry chain of E-Commerce, the security management of
E-Commerce; the architecture of E-Commerce; the analytics of E-Commerce; and
some cutting-edge topics of E-Commerce.
· · ·
Zheng Qin Qinghong Shuai Guolong Wang
· ·
Pu Zhang Mengyu Cao Mingshi Chen
E-Commerce
Concepts, Principles, and Application
Zheng Qin Qinghong Shuai
School of Software, School of Information School of Economic Information
Science and Technology Engineering
Tsinghua University Southwestern University of Finance
Beijing, China and Economics
Chengdu, Sichuan, China
Guolong Wang
School of Information Technology Pu Zhang
and Management School of Law
University of International Business Tsinghua University
and Economics Beijing, China
Beijing, China
Mingshi Chen
Mengyu Cao School of Economics and Management
Department of Mathematical Sciences Tsinghua University
Tsinghua University Beijing, China
Beijing, China
Advanced Studies in E-Commerce
ISBN 978-981-19-6437-4 ISBN 978-981-19-6438-1 (eBook)
https://doi.org/10.1007/978-981-19-6438-1
Jointly published with Xi’an Jiaotong University Press
The print edition is not for sale in China (Mainland). Customers from China (Mainland) please order the
print book from: Xi’an Jiaotong University Press.
© Xi’an Jiaotong University Press 2022
This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether
the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse
of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and
transmission or information storage and retrieval, electronic adaptation, computer software, or by similar
or dissimilar methodology now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication
does not imply, even in the absence of a specific statement, that such names are exempt from the relevant
protective laws and regulations and therefore free for general use.
The publishers, the authors, and the editors are safe to assume that the advice and information in this book
are believed to be true and accurate at the date of publication. Neither the publishers nor the authors or
the editors give a warranty, expressed or implied, with respect to the material contained herein or for any
errors or omissions that may have been made. The publishers remain neutral with regard to jurisdictional
claims in published maps and institutional affiliations.
This Springer imprint is published by the registered company Springer Nature Singapore Pte Ltd.
The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721,
Singapore
Contents
1 Background of E-Commerce .................................... 1
1.1 Social Ecology of E-Commerce .............................. 2
1.1.1 National Ecology of E-Commerce ..................... 2
1.1.2 The United States ................................... 2
1.1.3 The European Union ................................ 4
1.1.4 Japan .............................................. 7
1.1.5 China ............................................. 8
1.2 The Economic Ecology of E-Commerce ....................... 12
1.2.1 Digital Economy .................................... 13
1.2.2 Internet Economy ................................... 15
1.2.3 Platform Economy .................................. 17
1.2.4 Discipline Ecology .................................. 21
1.3 Engineering Ecology of E-Commerce ......................... 29
1.3.1 Big Data Ecology ................................... 29
1.3.2 Cloud Computing Ecology ........................... 33
1.3.3 Internet of Things Ecology ........................... 37
1.3.4 Artificial Intelligence Ecology ........................ 43
1.3.5 Blockchain Ecology ................................. 49
1.4 Innovation Ecology ......................................... 54
1.4.1 Realization of the Virtual Environment ................. 56
1.4.2 Intelligent Logistics ................................. 58
1.5 Summary .................................................. 64
Appendix ...................................................... 65
References ..................................................... 67
2 Commerce Basics .............................................. 69
2.1 Commerce Basics .......................................... 69
2.1.1 Basic Concept of Electronic Commerce ................ 69
2.1.2 E-Commerce Architecture ............................ 74
2.1.3 Basic Model of E-Commerce ......................... 78
2.1.4 E-Commerce Transactions ........................... 84
v
vi Contents
2.1.5 E-Commerce Consumers ............................. 89
2.1.6 E-Commerce Enterprises ............................. 93
2.2 Basic Knowledge of E-Commerce ............................ 97
2.2.1 Basic Knowledge of Logistics ........................ 98
2.2.2 Basic Knowledge of Marketing ....................... 107
2.2.3 Basic Knowledge of Cybersecurity .................... 112
2.2.4 Basic Knowledge of Digital Currency .................. 119
2.2.5 Basic Knowledge of Finance ......................... 124
2.2.6 Basic Knowledge of Computer ........................ 135
2.2.7 Basic Knowledge of Accounting ...................... 142
2.2.8 Basic Knowledge of Management Science
and Engineering .................................... 147
2.2.9 Basic Knowledge of E-Commerce Law ................ 154
2.2.10 Basic Knowledge of Digital Society ................... 160
2.3 Summary .................................................. 166
Appendix ...................................................... 166
References ..................................................... 178
3 Basic Models of E-Commerce ................................... 183
3.1 Basic Model ............................................... 184
3.1.1 B2B .............................................. 184
3.1.2 B2C .............................................. 189
3.1.3 C2C .............................................. 195
3.1.4 O2O .............................................. 197
3.1.5 G2G .............................................. 200
3.1.6 O2On ............................................. 203
3.2 Model Evolution and New Configuration: Model Composition .... 207
3.2.1 Modeling Analysis of Model Configuration ............. 208
3.2.2 Theoretical Analysis of Model Configuration ........... 216
3.3 Summary .................................................. 218
Appendix ...................................................... 219
References ..................................................... 220
4 Architecture and System of E-Commerce ......................... 221
4.1 Principle of Architecture Composition ......................... 222
4.1.1 Definition of Architecture ............................ 222
4.1.2 Common Architecture Styles ......................... 223
4.2 Important Components of E-Commerce ........................ 282
4.2.1 General Components ................................ 283
4.2.2 Specialized Components ............................. 290
4.3 E-Commerce Architecture Style .............................. 294
4.3.1 Cloud Architecture Style ............................. 294
4.3.2 Layering Styles ..................................... 297
4.3.3 Flexible Architecture Style ........................... 299
4.3.4 Pipe-Filter Style .................................... 301
4.3.5 Object-Oriented Style ............................... 304
Contents vii
4.3.6 Event-Driven Style .................................. 307
4.4 E-Commerce Architecture Protocols .......................... 311
4.4.1 SSL Protocol ....................................... 311
4.4.2 SET Protocol ....................................... 312
4.4.3 Messaging Protocols ................................ 313
4.4.4 Fault Tolerance Protocol ............................. 314
4.4.5 Shared Agreement .................................. 318
4.5 E-Commerce System Cases .................................. 319
4.5.1 Practical Examples of Business Architecture Design ..... 319
4.5.2 Practical Examples of Data Architecture Design ......... 321
4.5.3 Practical Examples of Technology Architecture ......... 322
4.6 Summary .................................................. 323
Appendix ...................................................... 323
References ..................................................... 324
5 Basic Operating Principles of an E-Commerce System ............. 327
5.1 Principles of E-Commerce Production ......................... 330
5.1.1 E-Commerce Products ............................... 330
5.1.2 E-Commerce Production Models ...................... 337
5.1.3 E-Commerce Production Management ................. 342
5.2 Principles of E-Commerce Transaction ........................ 345
5.2.1 Traditional Commerce and E-Commerce ............... 345
5.2.2 Transaction Credit Risk of E-Commerce ............... 349
5.2.3 E-Commerce Transaction Platform .................... 352
5.3 Principles of E-Commerce Circulation ......................... 361
5.3.1 Traditional Composite Circulation Mode ............... 361
5.3.2 E-Commerce Circulation Mode ....................... 364
5.3.3 Impact of E-Commerce on Commodity Circulation ...... 367
5.3.4 E-Commerce Circulation Organization Innovation ....... 371
5.4 Principles of E-Commerce Consumption ....................... 372
5.4.1 Consumer Behavior Analysis ......................... 373
5.4.2 The Impact of E-Commerce on Consumption ........... 376
5.4.3 Consumption Characteristics in the E-Commerce Era .... 379
5.5 Summary .................................................. 381
Appendix ...................................................... 384
References ..................................................... 387
6 Theory Application and Case Analysis of E-Commerce ............ 389
6.1 Classic E-Commerce: JD .................................... 390
6.1.1 JD’s Corporate Overview ............................ 391
6.1.2 JD’s Commerce Operations ........................... 392
6.1.3 JD’s Commerce Innovation ........................... 396
6.2 Cross-Border E-Commerce: Xiaohongshu ...................... 400
6.2.1 Xiaohongshu’s Corporate Overview ................... 400
6.2.2 Xiaohongshu’s Commerce Operations ................. 402
6.2.3 Xiaohongshu’s Commerce Innovation .................. 407
viii Contents
6.3 New Retail E-Commerce: Meituan ............................ 411
6.3.1 Meituan’s Corporate Overview ........................ 412
6.3.2 Meituan’s Commerce Operations ...................... 414
6.3.3 Meituan’s Commerce Innovation ...................... 417
6.4 Summary .................................................. 421
Appendix ...................................................... 423
Chapter 1
Background of E-Commerce
Case
Artificial Intelligence and Digital Economy
At Dartmouth College in the United States in 1956, John McCarthy and other scien-
tists began to explore the use of machines to mimic human learning skills. John
McCarthy was later called the “father of Artificial Intelligence”, and 1956 was consid-
ered the “year of Artificial Intelligence”. With the gradual maturity of deep learning
algorithms and big data technologies, the development of artificial intelligence has
entered a “fast lane”.
New types of social ecology, such as smart cities, intelligent manufacturing and
digital economy, are developing rapidly with the support of national strategies. Japan
put forward the Advanced Integrated Intelligence Platform Project (AIP) in early
2016 to promote the comprehensive development of artificial intelligence, big data,
the Internet of Things and other technologies. In May 2016, the United States estab-
lished a committee on artificial intelligence as a national strategy. During the same
period, China released the Three-Year “Internet Plus” AI Action Plan, which put
forward a series of measures related to the digital economy. The emergence of new
economic ecology promotes the further development of electronic commerce and
generates new social demands.
To meet the needs of society, new industrial ecology is gradually emerging, and
the information environment of the era has begun to undergo significant changes.
This chapter uses basic mathematical tools to explain the concepts and applications of
new technologies such as big data, cloud computing, the Internet of Things, artificial
intelligence and blockchain. In the process of emerging technology generation and
application, the complexity of the engineering environment generates more innova-
tion demands and promotes the construction and improvement of innovation ecology.
At the same time, engineering ecology and innovation ecology represented by artifi-
cial intelligence and other emerging technologies also promote the development of
social ecology such as digital economy from three aspects: first, enabling products
© Xi’an Jiaotong University Press 2022 1
Z. Qin et al., E-Commerce, Advanced Studies in E-Commerce,
https://doi.org/10.1007/978-981-19-6438-1_1