Chapter 
1



电子商务概述 


Case: Amazon.com
In 1994，a young man named Jeff Bezos, who was just a financial analyst and fund manager, became intrigued by the rapid growing Internet. He listed 20 products that might sell well via Internet. After some intense analyses, he chose “books”, and established his online bookshop Amazon.com. 
Even though Bezos had no experience in selling books before, he realized that books were low-price commodities and easy to ship. What’s more, many customers did not demand to inspect the books they wanted to buy in person. With effective promotion, customers would be driven by impulse to purchase books. In the world, more than 4 million books titles were being printed every minute and more than 1 million of them were in English. However, even the largest physical bookstore could not accommodate 200,000 books. Thus, Bezos found a strategic opportunity of selling books online. 
Apart from the sales opportunity mentioned above, another factor contributed equally to the success of Amazon online bookstore, i.e., the supplier structure of book selling industry. Bezos found that there were a large number of publishers in the book market, but none of them could monopolize the market. Thus no single supplier could restrict the book supply from Amazon online bookshop or enter this market as a competitor. Bezos decided to locate his company in Seattle, where there were lots of computer programming experts and the largest book subagency in the world. 
Bezos encouraged his customers to submit their book reviews to the websites, and he issued these

引例：Amazon.com 
1994年，一个名叫杰夫 ·贝索斯的年
轻人迷上了迅速发展的互联网，当时他
还只是个财务分析师兼基金管理员。他
列出了 20种可能在互联网上畅销的产
品，通过认真分析，他选择了图书，并

创建了他的网上书店 ——Amazon.com（亚马逊）。 
贝索斯以前并没有图书销售行业的
经验，但他知道图书属低价商品，易于
运输，很多顾客在买书时并不要求当面
检查一下。所以，如果促销有力，就能
够激发顾客购买图书的欲望。每时每刻
全球都有 400 多万种图书正在印刷，其
中 100 多万种是英文图书。然而，即使
是最大的书店也不可能库存有 20万种
图书。从这里，贝索斯发现了图书在线
销售的战略机会。 
除了上述销售机会，另一个因素对于亚马逊网上书店的成功也是同样重要，这就是图书销售这个行业的供应商结构。贝索斯发现，图书市场上有很多出版商，但没有一个能够垄断市场，因此，就没有出版商能够制约亚马逊网上书店的图书供应，或作为竞争者进入这个市场。贝索斯最后决定把公司设在西雅图，这里有很多计算机编程高手，还有全球最大的图书分销中心。 
贝索斯鼓励顾客把自己的书评发给网站，他把这些评论和图书的出版商信 


reviews with the publishers’ information. Customers’ reviews were just like the recommendation and advice of bookshop clerks. Bezos noticed the tremendous power of the Internet in reaching small and highly concentrated market segments, but he realized that his online bookstore could not meet all customers’ demands. Therefore, he designed a sales associate program which divided Web sites according to particular topics. These websites could set up links to books with specific topics on Amazon.com. In return, Amazon.com remitted a percentage of the referred sales 
to the owner of the referring websites. 
During the growth of Amazon.com, it had been seeking new strategic opportunities. In 1998, Amazon.com began selling CDs and videotapes. Its website software could track a customer’s purchase and recommend relevant books. In addition, customers could also request the Amazon.com to inform them of the new books written by a certain author. Focusing on improving every process involved in books buying, promoting, selling and shipping, Bezos and his Amazon.com became a bright shining star in early E-commerce. 
The commercialization of the Internet since the early 1990s directly promoted the rapid development of E-commerce. The impact and the changes brought by E-commerce are comprehensive and far-reaching. Meanwhile, the development and the application of E-commerce is a process of transformation and evolution. Therefore, it is necessary for us to learn E-commerce further.

• The Basic Concept of E-commerce. 

 E-commerce Emergence and Development. 

• The Structure and System of E-commerce. 



1.1 	The Basic Concept of E-commerce 
息一起发布。顾客的书评就像街边书店里店员的推荐和建议。虽然贝索斯看到了互联网送达小的、高度集中商品这一细分市场的巨大力量，但他知道网上书店不可能满足所有顾客的所有要求。所以，他设计了一个关联销售方案，把网站划分为不同的主题，这些网站可以和亚马逊网上书店特定主题的图书建立链接。作为回报，亚马逊将这种链接所带来的销售额的百分比按提成返给这些网站。 
亚马逊网上书店在成长过程中，总是在不断地寻找新的战略机会。 1998年，它开始销售 CD唱片和录像带。它的 Web网站软件可以追踪顾客的购货记录并向顾客推荐相关书籍。此外，顾客还可以要求亚马逊网上书店在某一作者出版新书时通知自己。由于不断关注并改进图书的进货、促销、销售和运输等业务环节，贝索斯和他的亚马逊网上书店成为电子商务领域早期一颗耀眼的明星。 
开始于 20世纪 90年代初期的互联网商业化直接推动了电子商务的迅速发展。电子商务的影响及其所带来的变革是全面而深远的，同时电子商务的发展和应用是不断变化和演进的过程，这就要求我们进一步认识和理解电子商务。 

本章要点 
电子商务的基本概念。 

电子商务的产生与发展。 

电子商务的结构与系统。 



1.1 	电子商务的基本概念 

The boost of Information Technology has created a 21世纪全球进入一个新经济时代，digital world without frontier, which has driven the 21st 信息技术的迅猛发展创造了一个无疆界century world into an age of new economy. This new economy featured by network and E-commerce swept every industry across the world is now restructuring the world wealth. Every country that is making its economy policy must take E-commerce into consideration. Government departments, public service organizations, telecommunication enterprises, banks, financial service organizations, all types of business and billions of individual users have been involved in and participated in the activities of E-commerce. 

“Commerce” refers to the economic activity that involves the exchange of commodities. Directly speaking, it is buying and selling of commodities, or the exchange and distribution of commodities. Commerce involves the transaction of commodities, services, finance and knowledge information, etc. The relevant groups, such as enterprises, institutions, sectors, departments and consumers, or individual consumers are associated with each other by certain contracts and rules, which forms a commercial activity network in accordance with the social rules and in certain ways. 
With the development of society and productivity, especially with the continuous innovation of science and technology in different periods, the forms and contents of commerce are changing constantly based on the demands of market. The exchange of goods developed from the primordial barter to the currency exchange, then to the commodity exchange infiltrated with modern advanced means of science and technology. The medium of commerce has been upgrading along with history development, from the mail-ordering in the late 19th century to the discount supermarkets in the late 1960s, from the telephone- ordering in the early 1970s to the television direct sales and the members’ direct mail sales in the 1980s. The current network marketing could be regarded as another renewal. Electronic tools are modern media to transform, supplement and expand traditional commerce. Electronic tools include modern communication and information systems such as the primary telegraph, telephone, the
的数字世界，以网络和电子商务为主要特征的新经济以不可争辩的事实席卷了全球每一个行业，并重组着全球财富。目前，电子商务已经成为国际上各个国家制定经济政策的主要依据之一。世界范围内的政府部门、公众服务机构、电信企业、银行等金融服务机构以及各类型企业和数以亿计的个人用户，都纷纷投入并参与电子商务活动中。 
“商务”是指从事商品交换的经济事务活动。直观地讲，就是商品（货物）的买和卖，或者说是商品的交换及分配。可见，商务涉及商品、服务、金融、知识信息等的交易。与此有关的企业、机构、单位、部门、消费者等团体或个体以一定的契约及规则相互联系在一起，构成了一个符合社会规律并按一定方式进行的商贸活动网络。 
随着社会进步和生产力的发展，特别是各个时期科学技术的不断创新，商务的形式及具体内容应市场的需求在不断地变化。从原始的以物易物的商品交换演变成以货币为媒介的商品交换，进而发展成近代渗透着先进的科学技术手段的商品交换。从 19世纪晚期的邮购订货到 20世纪 60年代后期的折扣减价超市；从 20世纪 70年代初期的电话订购到 80年代的电视直销和会员制邮购直销，再到今天的网络营销等，可以说都是商务活动手段的更新换代。电子工具就是对传统商务进行改造、补充和拓展的现代手段。电子工具包括从初级的电报、电话到国家信息基础设施（NII）、全球信息基础设施（ GII）和互联网等现代通信与信息系统，以及用于商务活动的网络平台、信息化工具、交易操作方案、关系数据库、信息处理等。而电子


National Information Infrastructure (NII), the Global  商务就是一套运用电子计算机及网络技 
Information Infrastructure (GII) and the Internet, and  术等现代科学手段进行的商务活动。  
those for commercial activities like the network platforms,  
information tools, the transaction operation program,  
relationship database, and information processing. And  
E-commerce is exactly a set of commercial activities  
conducted by employing computers, network technology  
and other modern scientific means.  
1.1.1 The Definition of E-commerce  1.1.1 电子商务的定义  
1. What is E-commerce  1. 什么是电子商务  
E-commerce is a complex systematic project in its  电子商务就其性质和应用的领域来 
nature and application, which cannot be simplified as  讲是个复杂的系统工程，绝不能单纯理 
“electron” plus “commerce”, or “electronic network” plus  解为“电子”加“商务”，或者“电子 
“commerce”, or “electron is the medium and commerce  网络”与“商务”概念的简单叠加，或 
is the aim”. Then what is E-commerce? E-commerce,  者“电子是手段，商业是目的”。那么， 
as its name implies, is the business operation based on  什么是电子商务呢？电子商务，顾名思 
electronic and network technology. It is the commerce  义就是建立在电子技术和网络技术基 
that realizes its operating process by using electronic tech 础上的商业运作，是利用电子技术所提 
nology. When enterprises connect their staff, customers,  供的工具手段实现其操作过程的商务。 
suppliers and cooperators directly via Intranet, Extranet  当企业将它的主要业务通过企业内部 
and Internet, all the proceeding activities can be called  网、外部网以及互联网与企业的职员、 
E-commerce, as is shown in Fig. 1-1.  客户、供销商以及合作伙伴直接相连时， 
其中发生的各种活动就是电子商务活 
动，如图 1-1所示。  



E-commerce can be defined in terms of the following aspects. 
(1) Telecommunication 
In terms of telecommunication, E-commerce is the process of transmitting information and paying by means of computer network or other electronic media while buying and selling commodities and services.
(2) Commerce (Trade) 
In term of commerce, E-commerce is buying and selling of commodities, services and information by means of Internet or other online services.
(3) Operation Process 
In terms of operation process, E-commerce is electronic operation process implemented by means of electronic network instead of bricks-and-mortar business activities. 
(4) Services 
In terms of services, E-commerce is a tool for governments, enterprises and consumers to express their respective wishes and it is a means to improve customers’ services, speed up payments and reduce cost of services.
(5) Learning 
In terms of learning, E-commerce provides online training and education functions and opportunities for high schools, universities and other organizations including business organizations. 
(6) Cooperation 
In terms of cooperation, E-commerce provides a platform for the cooperation between organizations and within an organization.
(7) Communities 
In terms of communities, E-commerce provides a place for community members to learn, exchange and cooperate. 

2. EC and EB 
EC (Electronic Commerce) in a narrower sense is also sometimes called “electronic trade”. It refers to transactions and service activities conducted in the electronic form via the Internet, Intranet or VAN. It 
我们可以从以下角度来定义电子商务。 
（1）通信 
从通信的角度定义，电子商务是指在购买和销售商品和服务时，通过计算机网络或其他电子媒介进行信息传递和支付的过程。 
（2）商业（贸易） 
从商业的角度定义，电子商务是利用互联网或其他在线服务来进行商品、服务或信息的购买与销售。 
（3）业务过程 
从业务过程的角度定义，电子商务是利用电子网络实施的业务过程，进而替代实体业务活动中的信息的电子化业务活动。 
（4）服务 
从服务的角度定义，电子商务是政府、企业和消费者表达各自意愿的一种工具，同时也是改善客户服务水平，提高交付速度和削减服务成本的一种手段。 
（5）学习 
从学习的角度看，电子商务为中学、大学和其他组织（包括商业组织）提供在线培训和教育的功能与机会。 
（6）合作 
从合作的角度考虑，电子商务为组织内部和组织间进行合作提供平台。 
（7）社区 
从社区的角度看，电子商务为社区成员提供了一个学习、交易和合作的机会场所。 

2. 狭义电子商务和广义电子商务 
狭义的电子商务也称为“电子商贸”，指通过互联网、内部网或增值网，以电子方式进行的各种交易与服务活动。它既包括传统贸易活动在各环节的


includes electronic and networking procedures in  电子化、网络化，也包括通过互联网创 
traditional trade as well as innovative commerce mode  新的商务模式和新业态。这些商贸活动， 
and new industry via the Internet. E-commerce can  既可以是通过互联网买卖产品和提供服 
provide transactions of products and services via the  务，产品可以是实体化的，如汽车、电 
Internet. Products can be substantial, such as automobiles  视，也可以是数字化的，如新闻、录像、 
and televisions. They can also be digital ones, such as  软件等基于知识的产品。此外，还可以 
knowledge-based products like news, videos, and  提供各类服务，如安排旅游、远程教育 
software and so on. Moreover, it can provide various  等。它实现了交易的无纸化、自动化和 
types of services, such as itinerary, remote education,  高效化。因此，电子商务是在技术、经 
etc. It has realized the paperless, automatic and  济高度发达的现代社会里，掌握信息技 
effective transactions. Therefore, E-commerce is the  术和商务规则的人们，系统地运用电子 
general naming of all activities centered on commodity  工具，高效率、低成本地从事以商品交 
exchange performed efficiently with low cost by the  换为中心的各种活动的总称。  
people armed with information technology and  
commercial rules in a highly developed modern society. 
EB（Electronic Business）in a broad sense refers to  广义的电子商务，包括应用计算机、 
the entire business process including electronic trans 网络技术与现代信息通信技术，并按照 
actions and administrative operations realized by  一定的标准，利用电子化工具来实现包 
applying electronic tools such as computers, networks  括电子交易在内的商务和行政作业等商 
and modern information communication technologies  业活动的全过程。因此，一方面，广义 
according to certain standards. Therefore, E-business in  的电子商务包括通过网络电子邮件、视 
its broad sense, on the one hand, includes the commercial  频交换、文件交换以及 EDI所进行的网 
data exchange and on-line electronic transactions via  络上的商业数据交换和通过网络进行的 
network E-mails, videos, and documents as well as EDI.  电子交易，还包括政府职能部门所提供 
It also includes the electronic services provided by  的电子化服务、网络银行以及跨企业共 
government departments, cyber-banks and inter-enterprise  同运作，覆盖与商务活动有关的所有方 
cooperation. It covers all aspects related to business. On  面；另一方面，广义的电子商务还包括 
the other hand, it includes the in-enterprise activities such  企业内部的商务活动，如生产、管理、 
as production, management, finance and so on. It also  财务等，也包括企业间以及企业与客户 
includes Business to Business EC (B2B) and Business  之间的商务活动。它不仅是硬件和软件 
to Customers EC (B2C). It is not only the combination  的结合，更是把买家、卖家、厂家和合 
of hardware and software, it also enables buyers,  作伙伴在互联网、内联网等网络上利用 
sellers, manufacturers, and partners to cooperate via  网络技术与现有的商业设施结合起来进 
network technology like Internet and Intranet as well as  行运营。  
existing business facilities. 
In essence, E-commerce includes both electronic  电子商务既包括商务电子化，也包 
business and electronic business system. It is easier for  括电子化商务系统。对于狭义定义，人 
people to accept the naming in its narrow sense,  们比较容易接受，因为在许多领域有类 
because there is similar naming in many other fields  似定义，譬如会计电算化、金融电子化 
such as computerized accounting and electronic finance.  等，它们强调的是人工系统的电子化改 
What the naming emphasizes is the electronic 造过程，表示一个由初级到高级，由局 


transforming process from the primary manual work stage to an advanced stage and from partiality to entirety. However, the broad sense stresses its prerequisites, focus, emphasis, purposes and standards, and points out its expected level and effect. It is a stricter definition reflecting the requirements of the era for E-commerce. From the systematic point of view, it emphasizes human’s central position in the system, associating human and environment, human and tools, and human and the objects of labor. Defined from systematic goals and systematic components, E-commerce has got the nature of productivity. 
Thus we say that the narrow sense naming stipulates the basic category, while the broad sense naming represents modern features and realistic significance, as is shown in Fig. 1-2. 
部过渡到整体的过程。而广义定义则突出了它的前提、中心、重点、目的和标准，指出它应达到的水平和效果，它是对电子商务更严格和体现时代要求的定义。它从系统的观点出发，强调人在系统中的中心地位，将人与环境、人与工具、人与劳动对象联系起来，用系统的目标、系统的组成来定义电子商务，从而使它具有生产力定义的性质。 
可以说狭义定义是基本范畴，广义定义则是具有现代特征、现实意义的电子商务系统定义，如图 1-2所示。 


1.1.2  The Contents of E-commerce  1.1.2  电子商务的内容  
The  understanding  of  E-commerce  can  be  对电子商务的理解可以用图 1-3 
expressed in Fig. 1-3. 表示。  


To understand the concept of E-commerce, we  要明确电子商务的概念，就要进一 
should first examine its connotation and denotation, as  步考察它的内容，包括其内涵与外延， 
is shown in Fig. 1-4.  如图 1-4所示。 


1. The Connotation of E-commerce  1. 电子商务的内涵  
From the definition of E-commerce, we know that  从电子商务的定义可知，完整的电 
the complete connotation of E-commerce includes the  子商务内涵包括前提条件、信息内容和 
prerequisite, the information contents and the integrated  集成信息资源、人的知识和技能、系列 
information resources, human’s knowledge and skills,  化和系统化的电子工具以及以商品交易 
serialized and systematized electronic tools and different  为中心的各种经济（商业）事务活动。  
kinds of economic （business）activities centering round  
the transactions of commodities.  
(1) The Prerequisite for E-commerce  （1）电子商务的前提条件  
The prerequisite for E-commerce is informatization.  电子商务的前提条件就是信息化。 
But the invention, the innovation and the use of the  而以计算机和计算机网络为代表的电子 
electronic information technology represented by compu 信息技术的发明、创造和利用，则主要 
ters and computer networks mainly aim at knowledge  针对人的知识获取、智力延伸，它是对 
acquisition and intellectual extension. It is a tool that  自然界信息、人类社会信息进行采集、 
collects, stores, processes, distributes and transmits the  存储、加工、处理、分发、传输等的工 
information about the nature and human society. With  具。在它的帮助下，人类可以更好地继 
its help, we, human beings, can inherit the experience  承前人的经验和智慧，吸取教训，从而 
and wisdom of our predecessors so that we can expand  大大扩充人类知识，弥补自然界物质、 
our knowledge and save natural substance and the  能源的不足，走出一条内涵式、集约化 
energy resources to pave an ideal road for social  发展社会物质、文化的理想之路。所以， 
substance and cultural development. Therefore, electronic  当今社会技术的代表应当是电子信息技 
information technology represents the present society  术，它是开发和利用信息资源（充分共 
technology and it is an effective tool to develop and  享、再生、组合、重叠、产生新的信息） 
utilize information resources (including fully share, rege 的有效工具。 
nerate, compose, overlap and produce new information). 


(2) The Foundation of E-commerce 
The development and the application of the E-commerce lie in reasonable and accurate collection and processing of information. It is unimaginable to realize comprehensive E-commerce in a society with underdeveloped information. Valuable information contents are produced by the core commerce system and are accessible to a wider public. 
The most valuable information for an enterprise includes the customer database, the inventory record, the product information, the bank accounts and the security password, etc. These precious information fortunes are supporting the operation of an enterprise. The integration of all the information with enterprises’ own websites can make hundreds of employees and business partners connected and in return attract thousands of customers. Thus, the Web will help improve the work efficiency of employees, provide smoother supply channel and satisfy the customers better. In addition, the integration of transaction processing system with network will enable the enterprise to enter the real kingdom of E-commerce. Then, customers can not only browse the present product information from the enterprise’s database, but also make the real-time purchase and payment online. Many companies in the world are now integrating their rich backstage resources with Web, and apply them in commerce so as to enlarge the number of global business partners and clients. The Internet standard protocol transforms information technology into the most advanced interactive media which possesses great commerce application potentials. 
(3) The Core of E-commerce 
Human is the core of E-commerce. First, E- commerce is a social system in which human is bound to be the center. Second, commerce system is actually the relationship network which is composed of representatives from many sectors and of many benefits focusing on the commodity transaction. Third, the functions of tools are often emphasized in E-commerce, 
（2）电子商务的根基 
信息的采集、加工和处理及信息内容的合理、准确是电子商务发展、推广应用的根基。在一个信息不发达的社会里全面实现电子商务是难以设想的。真正的信息内容是由核心商务系统产生出来的，这些信息应该能为更多的人所使用。 
企业中昀有价值的信息包括客户数据库、库存记录、产品信息、银行账号、安全密码等，这些宝贵的信息财富支撑着一个企业的运作。将这些信息与自己的网络站点集成起来，就可以把成百上千的雇员和商业伙伴连接起来，并由此引来成千上万的客户。此时， Web就会使公司雇员工作效率更高，供货渠道更畅通，客户也更满意。如果再把企业的事务处理系统与网络集成起来，那么企业就真正步入电子商务的王国。此时，客户不仅可以从企业数据库中浏览当前的产品信息，还可以实时地购买和支付。世界上许多公司正在把其丰富的后台资源与 Web进行集成，直接投入商业应用，从而在全球范围内增加商业合作伙伴和客户。而互联网标准协议就是把信息技术转变为具有巨大商业应用潜力的昀先进的交互媒体。 
（3）电子商务的核心 
人是电子商务的核心。首先，电子商务是一个社会系统，社会系统的中心必然是人；第二，商务系统实际上是由围绕商品交易的各方面代表和各方面利益的人所组成的关系网；第三，在电子商务活动中，虽然常强调工具的作用，但归根结底起关键作用的仍然是人，因


but after all, human plays the key role, because the E-commerce system and the invention, application and realization of tools all rely on human beings. It is essential to emphasize the decisive role of human beings in E-commerce. Human is the dominator of E-commerce, so it is necessary to inspect what kinds of talents are suitable for E-commerce. Because E-commerce is the organic combination of information technology and commerce, whether a country or a region can cultivate a large number of talents who can master E-commerce theory and technology will be the key factor of E-commerce development in this country and this region. 
(4) The Support of E-commerce 
Literally, all the commercial activities involving the electronic tools (such as telephone, telegraph, etc.) to deal with business can be called E-commerce. However, E-commerce is one with high efficiency, low cost, great benefit and a strong merit of information era, so the electronic tools refer to those serialized and systematized ones that can keep up with the development of the information era. What “serialized” emphasizes is that electronic tools should be applied to the whole process of the commodity demands consultation, distribution, ordering, buying and selling, payments and after-sales service along with commodity production, consumption and reproduction. These electronic tools include television, telephone, telegraph, fax, EDI, Electronic Ordering System(EOS), Point of Sales (POS), electronic currency, the electronic goods distribution system, Management Information System(MIS), Decision Support System(DSS), etc. What “systematized” emphasizes is that the demand, the production and the exchange of goods should form an organic whole and a big system. To prevent “market failure”, it is necessary to introduce the government’s regulation and control over the production and exchange of goods into this system. The electronic tools that can achieve this goal include Local Area Network (LAN), Metropolitan Area Network (MAN) and Wide Area Network (WAN), or 
为电子商务系统和工具的制造发明、工具的应用、效果的实现都是靠人来完成的。所以，必须强调人在电子商务中的决定性作用。正因为人是电子商务的主宰，所以有必要考察什么样的人才合乎电子商务的要求。由于电子商务是现代信息技术与商务的有机结合，因此，一个国家、一个地区能否培养出大批能够掌握运用电子商务理论与技术的复合型人才，就成为该国、该地区发展电子商务的关键因素。 
（4）电子商务的支撑 从字面意思上讲，凡应用电子工具

（如电话、电报等）从事商务活动都可称为电子商务。但是，我们在此研究的是具有很强时代特色的高效率、低成本、高效益的电子商务，所以电子工具指的是能跟上信息时代发展步伐的系列化、系统化的电子工具。“系列化”强调的是电子工具应该包括从商品需求咨询、商品配送、商品订货、商品买卖、货款结算、商品售后服务等伴随商品生产、消费、再生产的全过程，如电视、电话、电报、传真、电子数字交换（EDI）、电子订货系统（ EOS）、终端销售系统（POS）、电子货币、电子商品配送系统、管理信息系统（ MIS）、决策支持系统
（DSS）等。“系统化”强调的则是商品的需求、生产、交换要形成一个有机整体，构成一个大系统。同时，为防止“市场失灵”，还要将政府对商品生产、交换的调控引入该系统。能实现此目的的电子工具主要有局域网（ LAN）、城域网（MAN）和广域网（WAN）或通信网、计算机网和信息网等，实现纵横相连、宏微结合、反应灵敏、安全可靠的电子网络，以使大到国家间，小到零售商与顾客间都能方便、可靠地进行电子