作者：梅雪峰
页数：216
出版社：清华大学出版社
出版日期：2021
ISBN：9787302588016
电子书格式：pdf/epub/txt
内容简介
《数字贸易师能力等级认证培训教程》
全面介绍了数字贸易的内涵特征及世界主要国家数字贸易发展现状，通过学习本书，读者对
数字贸易发展趋势以及与数字贸易密切相关的一些知识有一个比较清晰的了解。 全书共七章，主要包括数字贸易概论、数字贸易标准和规则、数字物流、数字营销、eWTP数字
化平台、信息技术、数字技术等内容。 本书在知识的选择上进行了深入的思考，无论是数字技术与贸易领域的初学者还是具备一定相关
知识的读者，都能从书中得到一定的收获或启发，同时本书还适合高等院校的国际经济与贸易、国际
商务、电子商务、跨境电子商务等专业高年级学生及相关从业人员阅读。
作者简介
梅雪峰，博士，教授。现任浙江外国语学院教务处处长，中国（杭州）跨境电子商务综合试验区特聘专家，浙江省电子商务促进会理事，校学术委员会委员。近年来主持参与国家自然科学基金及省部级科研教学十余项，在国内外知名期刊上发表论文二十余篇。
本书特色
本书顺应了数字化、网络化、智能化发展趋势，以数字经济与数字管理教学教材建设为出发点回应新时代需求，致力于消除“数字鸿沟”，促进新型人才培养，推动跨学科交叉融合，实现学科系统性创新性提升，助力高等教育的高质量发展，对经济发展、社会进步、民生改善等将产生深刻的影响，必将引起数字经济领域的广泛关注。
数字时代，数字贸易师助力数字经济高速发展。
目录
目录
第一章 数字贸易概论 ··································································1
第一节 数字贸易的内涵及特征 ·····················································1
第二节 数字贸易的属性 ·····························································3
第三节 数字贸易的发展趋势及影响 ················································6
第四节 主要国家数字贸易的发展 ················································10
第五节 中国数字贸易的发展 ······················································13
第二章 数字贸易标准和规则 ·······················································20
第一节 国际贸易协定中的数字贸易规则概述 ···································20
第二节 世界贸易组织下的数字贸易规则 ········································21
第三节 区域贸易协定下的数字贸易规则 ········································25
第四节 中国在贸易协定中的数字贸易规则 ······································31
第三章 数字物流 ·····································································34
第一节 数字物流的研究对象与研究价值 ········································34
第二节 数字物流的内涵与功能 ···················································37
第三节 数字物流的系统结构 ······················································41
第四节 大数据推动物流智能化转型升级 ········································43
第五节 新零售背景下的数字物流 ················································50
第六节 跨境电子商务物流 ························································55
第四章 数字营销 ·····································································61
第一节 数字营销概述 ·····························································61
第二节 数字营销战略 ·····························································64
第三节 消费者洞察 ································································68
第四节 数字品牌营销 ·····························································72
第五节 数字内容营销 ·····························································74
第六节 搜索引擎营销 ·····························································78
第七节 程序化广告 ································································82
第八节 社会化媒体营销 ···························································86
VI
数字贸易师能力等级认证培训教程
第五章 eWTP数字化平台 ·························································89
第一节 数字化平台的概念 ························································89
第二节 eWTP数字平台 ···························································91
第六章 信息技术 ·····································································99
第一节 构成网络的基础硬件 ······················································99
第二节 网络类型 ··································································105
第三节 网络协议 ··································································107
第四节 网络应用 ··································································116
第五节 网站技术 ··································································122
第六节 网络支付与安全技术 ·····················································127
第七节 EDI技术 ··································································133
第八节 第五代通信技术—5G ·················································141
第七章 数字技术 ···································································145
第一节 大数据技术 ·······························································145
第二节 人工智能技术 ····························································156
第三节 云计算 ····································································178
第四节 物联网 ····································································188
第五节 区块链 ····································································193
第六节 数字技术在数字贸易中的应用 ··········································199
参考文献 ·························································································204
