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。

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