I. Single-choice Questions (This question ***20 questions, 1 point per question, ***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 a network is equal to the square of the number of nodes in the network" is ( )
A.Davidow's Law B.Metcalfe's Law C.Law of Increasing Marginal Returns D.Moore's Law
3. The EDI standard led by the United Nations is ( )
A.ANSIX.12 B . .MHX(X.400) C.ISO/IEC D.UN/EDIFACT
4. The English word for Intranet is ( )
A. Intranet B. Internet C. Extranet D.Net
5. The e-commerce products provided by legal counseling websites belong to the category of ( )
A. Tangible products B. Intangible products C. Digital products D. Electronic products
6. The following are not security authentication technologies ( )
A. Digital signatures B. Smart cards C. Digital envelopes D. Electronic money clips
7. An auction with a high starting price and a bidding process in which the price is continually adjusted downward until a bidder is willing to buy is known as ( )
A.Dutch Auction B.English Auction C.Counter Auction D.Second Price Secret Bidding
8.A series of business activities in which a company produces a product or service in order to attract customers to buy and use it is called a ( )
A.Source of Profit B.Leverage of Profit C.Object of Profit D.Point of Profit
9.The following do not belong to the e-commerce system of intermediary organizations ( )
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A. Payment Center B. Authentication Center C. Customer Center D. Logistics Center
10. The enterprise e-commerce procurement model according to the implementation of the main body is divided into ( )
A. Incoming, separate business and customized procurement model B. Strategic support and departmental integration procurement model
C. E-mail bidding and online auction procurement model D. Seller, buyer and third-party procurement model
11. Enterprise process reengineering is abbreviated as ( )
A.ERP B.BPR C.ICP D.ICC
12. Aggregation of a large number of individual consumers to form a relatively large purchase order to obtain a larger discount space, this e-commerce model belongs to ( )
A.B2C B. C2C C.B2B D.C2B
13.The impact of e-commerce on the organizational structure of the enterprise is ( )
A. tends to be hierarchical B. tends to be flat C. tends to be vertical D. tends to be the same
14.PEST analysis is a method of analysis of the ( )
A. sales growth rate and market share analysis B. five forces analysis
C. .political, economic, social and technological analysis method D.strengths, weaknesses, opportunities and threats analysis
15.The following options are characteristics of the production model in the era of e-commerce ( )
A.Services growing at a faster rate B.Mass production C.The emergence of dynamic trade D.Personalized services
16.Firms bypassing competitors' The attack strategy is called ( )
A.Detour attack B.Flank attack C.Frontal attack D.Surrounding attack
17.The following is correct about e-commerce purchasing ( )
A.E-commerce purchasing is dominated by inter-enterprise purchasing and government purchasing as far as business model is concerned
A.E-commerce purchasing is dominated by inter-enterprise purchasing and government purchasing
A.E-commerce purchasing is dominated by inter-enterprise purchasing and government purchasing
B. B. The steps taken by different enterprises in e-commerce procurement activities are exactly the same
C. The functions of e-commerce procurement system are not complicated
D. E-commerce procurement is based on EDI
18. The following options do not belong to the strategy of market cooperation
A. Cooperation with traditional enterprises B. Cooperation with related industries Cooperation B.Cooperation with related industries C.Functional expansion strategy D.Centralization strategy
19.The commonly used asymmetric encryption algorithm is ( )
A.POS B.DES C.RSA D.DTS
20.The Chinese meaning of VAN is ( )
A.Internet B.Value-added network C.Intranet D.Extranet
II. Multiple-choice questions (this big question ***5 subquestions, each subquestion 2 points, ***10 points)
21. 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. Criteria for dividing the structure of the market include ( )
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A. the types of products of enterprises B. the ability of enterprises to control prices C. the degree of standardization of the products of enterprises D. the ability of enterprises to aggregate E. the difficulty of enterprises to enter the market
23. mobile e-commerce provides services such as ( )
A. banking B. booking C. trading D. logistics E. entertainment
24. the traditional business process model of Defects are ( )
A. Process division of labor is too detailed B. Organizational structure is too flexible C. Not conducive to the reorganization of resources D. The division of labor leads to the management of the enterprise's bloated institutions E. The division of labor leads to a single skill of the enterprise staff
25. Ordering subsystems and supply subsystems include the modules ( )
A. Information management module B. e-procurement modules C. Order generation module D. .Report Printing Module E.Electronic Payment Module
Three, short answer questions (this question ***5 small questions, 6 points per question, ***30 points)
26. Briefly explain the basic principles of the long tail theory.
27. Briefly describe the development trend of e-commerce products.
28. briefly describe the content of e-business process reorganization in an e-business environment.
29. Briefly describe the role of government in e-commerce.
30.Briefly describe the main types of business strategies for operating business in the e-commerce marketplace.
Four, expository questions (this question *** 2 small questions, each small question 12 points, *** 24 points)
31.ML is a company that produces men's shirts and sells them directly online, and the products it sells account for 28.4% of the market of the same kind. Currently, ML entrusts the vast majority of its product distribution operations to third-party logistics companies and has established its own distribution system only in some small cities. Please answer:
(1) The possible benefits of implementing third-party logistics in ME.
(2) The possible risks of implementing third-party logistics in ML.
32. Under the environment of global advocacy of "low-carbon economy", BYD plans to design and launch a high-efficiency hybrid sedan on the basis of the original product, with the consumer group positioned as young people. Because the appearance of the newly developed sedan, price and performance are not yet certain, the company decided to use the original product and improve the views of online research. If you are the person in charge of the online research activity, please answer the following questions:
(1) What are the general steps of online research?
(2) Choose two online direct research methods, and a simple design of how to realize.
V. Material questions (16 points)
33. AEI Corporation
AEI Corporation is one of the world's largest travel agency groups, "providing comprehensive travel services to help customers control business travel expenditures," as the main business. In 1997, the company embarked on a strategic shift to an online business in response to the increasing use of the Internet by business organizations and general customers, a shortage of travel agency consultants, and the increased costs of the traditional business model.
In 1998, AEI developed the AEI Online Reservation System in cooperation with Microsoft. At the same time, AEI promoted the concept of travel e-commerce and its convenience features to train customers to use online reservations. The company added a Web site auto-responder system to answer customers' questions.
AEI focuses on serving customers with valuable potential. Of the company's more than 2,000 loyal customers, AEI will focus on reaching out to electronic technology companies that have a high level of familiarity with and use of the Internet, and in 1999, AEI's online profits depended primarily on the more than 300 corporate customers in this category.
AEI also strives to understand the diverse needs of its customers and to design customized travel programs. For example, AEI helps travel managers at large corporations make travel arrangements quickly and efficiently, allowing them to save about 20 percent on travel costs by adjusting their travel plans to the detailed offers on their computer screens.
AEI utilizes web-based tracking technology to record each customer's information, including flight routes, dining and seating preferences, creating a dynamic customer profile. For customer peace of mind, AEI also employs a state-of-the-art security system to ensure the safety of the online booking system and the security of customer profiles.
According to the above material, answer the following questions:
(1) What prompted AEI's strategic shift?
(2) Specifically analyze the elements of customer relationship management at AEI.
(3) What is the rule of two or eight? Who are AEI's valuable network customers in the case study?