| ABSTRACT | 第1-7页 |
| 摘要 | 第7-13页 |
| ChapterⅠOverview of Online Retailing | 第13-28页 |
| ·The Concept of Online Retail | 第13页 |
| ·The Classification of Online Retail | 第13-16页 |
| ·Classification by Platform | 第13-14页 |
| ·Classification by Distribution Channel Used | 第14-16页 |
| ·SWOT Analysis of Online Retailing | 第16-21页 |
| ·The Driving Forces for the Growth of Online Retail Industry | 第21-24页 |
| ·An Overview of Global Online Retailing | 第24-28页 |
| ·The Development Status | 第24页 |
| ·Industrial Transformation of Online Retailing | 第24-28页 |
| Chapter Ⅱ Overview of Chinese and U.S.Online Retailing Environment | 第28-40页 |
| ·Economic and Financial Environment for Online Retailing | 第28-30页 |
| ·Economic and Financial Environment of America | 第28页 |
| ·Economic and Financial Environment of China | 第28-30页 |
| ·Cultural Environment for Online Retailing | 第30-32页 |
| ·Cultural Environment of America | 第30-31页 |
| ·Cultural Environment of China | 第31-32页 |
| ·Logistical Environment for Online Retailing | 第32-36页 |
| ·The Relationship Between Online Retail and Logistics | 第32页 |
| ·Logistical Environment of America | 第32-34页 |
| ·Logistical Environment of China | 第34-36页 |
| ·Legal Environment for E-commerce | 第36-40页 |
| ·Legal Environment for E-commerce of America | 第36-38页 |
| ·Legal Environment for E-commerce of China | 第38-40页 |
| Chapter Ⅲ Comparison of Online Retailing of China and America | 第40-59页 |
| ·Ametica | 第40-48页 |
| ·The Situation of American Online Retailing | 第40-44页 |
| ·The Development Process of American Online Retailing | 第44-48页 |
| ·China | 第48-54页 |
| ·The Situation of China's Online Retailing | 第48-53页 |
| ·The Development Process of China's Online Retailing | 第53-54页 |
| ·Comparison Between China and America in Online Retailing | 第54-59页 |
| ·Major Differences | 第54-56页 |
| ·Growth Potentials for China's Online Retailing | 第56-59页 |
| Chapter Ⅳ Case Study:Dangdang.com vs.Amazon.com | 第59-71页 |
| ·General Descriptions | 第59-60页 |
| ·The General Descriptions of Dangdang.com | 第59-60页 |
| ·The General Descriptions of Amazon.com | 第60页 |
| ·Development Modes | 第60-65页 |
| ·The Development Mode of Dangdang.com | 第60-63页 |
| ·The Development Mode of Amazon.com | 第63-65页 |
| ·Differences in Service | 第65-69页 |
| ·The Service Strategies and the Problems of Dangdang.com | 第65-67页 |
| ·The Characteristics of Marketing Strategy of Amazon.com | 第67-69页 |
| ·Summary | 第69-71页 |
| Chapter Ⅴ The Suggestive Solutions to China's Online RetailingProblems | 第71-80页 |
| ·The Problems of China's Online Retailing | 第71-73页 |
| ·The Strategies for China's Online Retailing Development | 第73-80页 |
| ·Government's Strategies for Enhancing Online Retailing | 第73-75页 |
| ·Enterprises' Strategies for Enhancing Online Retailing | 第75-77页 |
| ·Strategies for Enhancing Online Retailing from Consumers' View | 第77-80页 |
| Chapter Ⅵ Conclusion | 第80-82页 |
| Reference | 第82-85页 |
| Acknowledgement | 第85-87页 |
