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). 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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