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2022年4月高等教育自学考试全国统一命题考试电子商务概论试题
(课程代码：00896)
注意事项:
Attention:
1.本试卷分为两部分，第一部分为选择题，第二部分为非选择题。
1. The present paper is divided into two parts, the first consisting of selected issues and the second consisting of non-selective issues.
2.应考者必须按试题顺序在答题卡(纸)指定位置上作答，答在试卷上无效。
2. Respondents must answer the question card (paper) in the order in which it is assigned and the answer is invalid on the examination paper.
3.涂写部分、画图部分必须使用2B铅笔，书写部分必须使用黑色字迹签字笔。
3. 2B pencils shall be used for the coating and drawing parts, and black pencils shall be used for the writing parts.
一、单项选择题:本大题共20小题，每小题I分，共20分。在每小题列出的备选项中只有一项是最符合题目要求的，请将其选出。
I, a single option: 20 points for each of the 20 sub-topics on this subject. Of the options listed for each sub-topic, is the only one that best meets the requirements of the topic.
1.下列不属于语音信息技术的是
1. The following are not part of voice information technology:
A. EDI技术
A. EDI technology
B.文字转语音技术
B. Text-to-language technology
C.语音识别技术
C. Voice recognition technology
D.语音可拓展标志语言技术
D. Voice-accessible sign language technology
2.下列关于Web的本质，说法正确的是
2. The following is correct with regard to the essence of Web:
A. Web 1.0的本质是互动
A. Web 1.0 is essentially interactive
B.Web2.0的本质是联合
The essence of B.Web 2.0 is union.
C. Web 3.0的本质是技术整合
C. The essence of Web 3.0 is technology integration
D.Web1.0、Web2.0和Web3.0的本质没有区别
The essence of D. Web1.0, Web 2.0 and Web3.0 is no different.
3. 下列关于内联网，说法正确的是
3. With regard to the Intranet, the following is correct:
A.内联网对用户权限很少控制
A. The Intranet has little control over user privileges
B.内联网强调各个组织网站之间的连接
B. Intranet emphasis on connectivity among the websites of the various organizations
C.内联网主要应用于获取海量消费者信息
C. Intranet applications primarily for access to big consumer information
D.安全性是内联网区别于因特网的最大特征之一
D. Security is one of the largest features of the Intranet that differentiates from the Internet
4.“电子商务系统应提供交易双方的身份鉴别机制，确保交易各方无法否认已经完成的交易”体现的电子商务安全要素是
The security element of e-commerce embodied in the “electronic commerce system should provide a mechanism for identifying both parties to the transaction, ensuring that the parties to the transaction cannot deny that the transaction has been completed” is:
A.完整性
A. Completeness
B.有效性
Effectiveness
C.不可抵赖性
C. Counterfeitability
D.保密性
Confidentiality
5.下列关于电子商务系统中的CA认证中心，说法不正确的是
The following is incorrect with regard to CA certification centres in e-commerce systems:
A. CA是电子商务系统的第三方
CA is a third party to the electronic commerce system
B.CA是电子商务系统的安全核心
B. CA is the security core of e-commerce systems
C.CA需管理每个用户的公开密钥
C.CA needs to manage the public key for each user
D.CA介入电子商务交易具体的认证过程
D. CA involvement in specific authentication processes for e-commerce transactions
6.在B2B模式细分中，一个卖家与多个买家之间的B2B交易模式称为
6. In the B2B breakdown, the B2B transaction model between a seller and multiple buyers is called
A.买方集中模式
A. Buyer concentration model
B.卖方集中模式
B. Vendor concentration model
C.第三方交易市场模式
C. Market model for third-party transactions
D.第四方交易市场模式
D. Quadripartite trading market model
7.某拍卖公司拍卖一件古董，从低价开始叫价，竞标者必须喊出高于前面的出价才能获得得标机会，得标价格为最后的出价。这种拍卖模式属于
An auction company auctions an antique that starts with a low price, and the bidder must announce a higher bid than the previous bid in order to obtain the bid, the price being the final bid.
A.英式拍卖
A. English auctions
B.反向拍卖
B. Reverse auctions
C.荷兰式拍卖
C. Dutch auctions
D.第一价位秘密竞标
D. Covert bid for the first price
8.电子商务能够推动企业业务流程多方面重组，“帮助企业整合客户订单和生产资源”属于其中的
E-commerce can facilitate the multi-faceted restructuring of business processes, including “helping enterprises to integrate customer orders and production resources”
A.人员重组
A. Reorganization of personnel
B.资源重组
B. Reorganization of resources
C.业务链重组
C. Business chain restructuring
D.组织结构重组
D. Restructuring of the organizational structure
9.“经济、技术、政策、法律等宏观环境”属于电子商务服务业生态系统的
“Macro-environments such as economy, technology, policy, law” are part of the e-commerce services ecosystem.
A.核心层
A. Core layer
B.社会层
B. At the social level
C.扩展层
C. Extended layer
D.相关层
D. Relevant layers
10.“市场人员让消费者试用并提出反馈意见”属于电子商务产品创新的
“Markers experiment with and provide feedback to consumers” is an innovation in e-commerce products.
A.产品概念阶段
A. Product conceptual phase
B.产品设计阶段
B. Product design phase
C.产品定义阶段
C. Product definition phase
D.产品试验推广阶段
D. Product pilot extension phase
11.为付费会员提供机器设备等资源的创客空间称为
11. Creater space to provide resources, such as machinery and equipment, for fee-paying members, known as
A.新文化社区
A. New cultural communities
B.商业型机器商店
B. Commercial machine shops
c.咖啡创客空间
c. Coffee Solution Space
D. Fab Lab创客空间:
D. Fab Lab Soft Space:
12.下列不属于网上直接调查法的是
12. The following are not part of the Internet direct investigation law:
A.网络间卷法
A. Inter-network scrolling
B.网络观察法
B. Web-based observation methods
C.在线实践法
C. Online practice
D.搜索引擎查找资料法
D. Search engine search for information
13.某蛋糕店在线推出“根据客户需求制作生日蛋糕”，这种营销方式属于
The online roll-out of “Best birthday cakes according to client needs” by a cake shop is part of the marketing process.
A.病毒营销
A. Virus marketing
B.定制营销
B. Customized marketing
C.广告联盟营销
C. Advertising union marketing
D.搜索引擎营销
D. Search engine marketing
14.“根据收集到的客户详细特征和购买记录等信息区分客户类型”是一种客户关系管理应用，它属于
“Segregation of client types based on collected information such as customer profiles and purchase records” is a customer relationship management application that falls within the category of customer relationship management.
A.向上销售
A. Upward sales
B.交叉销售
B. Cross-sales
C.客户细分和定位
C. Client breakdown and positioning
D.网上社区构建
D. On-line community building
15.客户关系管理系统中，利用数据挖掘等方法研究客户需求变化的模块属于
15. Modules in the customer relationship management system to study changes in client needs, including through data mining, belong to
A.客户分析模块
A. Client analysis module
B.销售过程管理模块
B. Marketing process management module
C.营销自动化模块
C. Marketing automation module
D.客户信息管理模块
D. Client information management module
17.某大型企业开发了电子采购系统，用于促进供应商选择与评价、提高采购管理效率，该电子采购系统属于
17. The e-procurement system developed by a large enterprise to promote vendor selection and evaluation and to improve the efficiency of procurement management is part of the e-procurement system.
A.行业平台
A. Industry platform
B.销售方系统
B. Vendor systems
C.采购中介系统
C. Procurement intermediation system
D.采购方系统
D. Procuring party systems
18.某物流公司为某电子商务平台卖家提供仓储、包装、配送等服务，该物流模式属于
18. The logistics model of a logistics company that provides warehousing, packaging, distribution, etc. to a seller of an e-commerce platform
A.第三方物流
A. Third-party logistics
B.第四方物流
B. Quadripartite logistics
C.企业自营物流
C. Enterprise-owned logistics
D.企业物流联盟
D. Enterprise logistics alliances
19.在网页中使用他人注册商标作为链接锚点的行为属于
The use of another person's registered trademark as a link anchor on the web page is attributable to
A.域名侵权
A. Domain name violations
B.权利冲突
B. Conflict of rights
C.商标侵权
C. Trademark infringement
D.域名盗用
D. Domain name theft
20.某自媒体网站经常发布流言以博得用户眼球，这种行为在电子商务伦理问题中属于
20. A media-based web site regularly disseminates rumours in order to reach out to users, which is part of the ethical issue of e-commerce.
A.网络攻击行为
A. Cyberattacks
B.网络病毒威胁
B. Cybervirus threat
C.信息安全破坏
C. Information security disruptions
D.网络信息污染
D. Network information pollution
二、多项选择题:本大题共5小题，每小题2分，共10分。在每小题列出的备选项中至少有两项是符合题目要求的，请将其选出，错选、多选或少选均无分。
II, multiple options: This subject has five sub-topics, two minutes for each sub-topic, and ten points for each sub-theme. At least two of the options listed in each sub-themes meet the requirements of the subject, please select them and have no points in the selection of the wrong, multiple or few.
21..由电子商务系统结构决定的电子商务特点有
E-commerce features determined by the structure of e-commerce systems include:
A.外部性
Externality
B.低成本
B. Low cost
C.协调性
C. Coordination
D.集成性
D. Integration
E.可拓展性
E. Outreach
22.按照使用网络类型分类，电子商务包括
E-commerce, by type of use of networks, includes
A. EDI商务
A. EDI Business
B.内联网商务
B. Intranet commerce
C.垂直电子商务
C. Vertical electronic commerce
D.互联网商务
D. Internet commerce
E.门户电子商务
E. Portal e-commerce
23.下列属于电子商务服务业的有
The following are in the e-commerce services sector:
A.信息服务业
A. Information services
B.粮食生产业
B. Food production
C.第三方物流业
C. Third-party logistics
D.在线教育业
D. Online education
E.互联网金融业
E. Internet finance
24.“4Rs"营销理论的要素包括.
“4Rs&quat; elements of marketing theory include...
A.关联
A. Linkages
B.关系
B. Relations
C.反应
C. Response
D.方便
D. Accessibility
E.报酬
E. Remuneration
25.下列关于数字鸿沟对社会的影响，说法正确的有
25. The following is correct with regard to the impact of the digital divide on society:
A.加深教育鸿沟
A. Deepening the educational divide
B.带来情感表达方式差异
B. Generating differences in emotional expressions
C.扩大贫富差距
C. Expanding the gap between rich and poor
D.促进社会生活方式统一
D. Promoting social lifestyles
E.消除网络文化差异
E. Eliminating cybercultural differences
三、简答题:本大题共5小题，每小题6分，共30分。
III, short answer: This issue has five sub-topics, six for each sub-theme and 30 for each sub-question.
26.简述云计算的主要功能。
26. Brief description of the main functions of cloud computing.
27.简述电子商务战略与电子商务策略的区别。
Brief description of the distinction between e-commerce strategies and e-commerce strategies.
28.简述电子商务下客户关系管理的特点。
Brief description of the characteristics of customer relationship management under e-commerce.
29.简述电子商务市场合作战略的三种方式。
Three approaches to e-commerce market cooperation strategies are outlined.
30.简述电子商务物流的主要特点。
Brief description of the main features of e-commerce logistics.
四、分析题:本大题共2小题，每小题12分，共24分。
IV. Analytical issues: This issue has two sub-topics of 12 points per sub-theme of 24 minutes.
31. GB是一家中国数控机械设备出口公司，2018年起尝试互联网转型，在某跨境电商平台开设了店铺。为了帮助用户解决问题，GB公司邀请用户参与到产品设计中，以实现出口商、用户和生产商三方共同研发。GB公司联合生产商根据用户对产品的具体需求制定合理价格，对于用户的批量购买，GB公司酌情降低产品价格。
In order to help users solve their problems, GB invites users to participate in product design in order to achieve joint research and development by exporters, users and producers. GB Co-producers set a reasonable price based on the specific demand for the product by the user, and GB reduced the price of the product as appropriate for the bulk purchase by the user.
请回答:
Please answer:
(1)结合GB公司互联网转型的过程，分析互联网思维的特点。(6分)
(1) Analyse the characteristics of Internet thinking in the context of the GB Internet transition process. (6)
(2)分析GB公司采用的定价策略。(6分)
(2) Analysis of the pricing strategy used by GB (6 points).
32. MY是一家汉服生产商，在多个电商平台开设了旗舰店。MY公司举办汉服创意大赛，邀请“90后”、“00后”在其店铺及微信公众号上传服装创意，为公司产品创新提供思路。MY公司通过引入新工艺，将获赞高的服装创意迅速转化为新产品，并投放市场，满足消费者的个性化服饰需求。MY公司还定期开展服装走秀活动，带动了服装文化的宣传。为进一步维护客户关系， MY公司根据消费者的搜索行为优化页面，同时注重保护好消费者的信息。
By introducing new processes, MY rapidly transforms the highly appreciated clothing ideas into new products and puts them on the market to meet consumer demand for personalized clothing. MY regularly conducts costume shows, which promote the culture of clothing. To further maintain customer relations, MY optimizes the page based on consumer search behaviour, while focusing on consumer protection information.
请回答:
Please answer:
(1)结合MY公司分析电子商务生产模式的特征。(6分)
(1) The characteristics of e-commerce production models are analysed in conjunction with MY. (6)
(2) MY公司在客户关系管理面对客户、接触客户时主要采取了哪些策略? (6 分)
(2) What are the main strategies of MY in customer relationship management vis-à-vis clients and in contact with customers? (6 points)
五、材料题:本题16分。
33. YK公司材料
33. YK Materials
YK是一家葡萄酒生产企业，公司建立了网上自营店并在第三方平台开设旗舰店，以提高赢利能力。YK公司主营干红葡萄酒，将目标客户群体锁定为追求品质生活的青年白领。YK公司收购了一些高品质葡萄生产基地，取得了这些生产基地的控制权。稳定的原材料供应，加之其“成本低、工艺精、酒品佳”的价值主张，帮助YK公司巩固了核心竞争优势，建立了良好的品牌声誉，有效抵御了竞争者的攻击，在市场中占据了有利地位。
YK, a wine-producing company, has set up an online self-employed shop and a flagship shop on a third-party platform to increase profitability. YK runs red wine, locks target client groups into white collars for quality life. YK acquires high-quality grape production bases, gaining control of these production bases. The stable supply of raw materials, coupled with its “low cost, good crafts, good wine” value propositions, helps YK to consolidate its core competitive advantage, build a good brand reputation, effectively resist the attacks of competitors and take a favourable position in the market.
为了吸引更多的客户了解和购买公司产品，YK公司通过微信、微博和抖音等搭建客户间的交流平台，通过客户将企业产品和品牌传播开来。公司还开展了一系列营销活动，一是每年为客户提供一次获赠小瓶装新品的机会，二是面向粉丝圈客户推出了“好酒品鉴1+3”的营销活动，即客户转发朋友圈并集赞50个以上，即可参与去生产基地参观及品鉴的活动，还可以进一步获得免费给三位朋友送小瓶装酒的机会，公司产品的高品质获得了这些客户的好评，也激发了他们主动转发;三是与某订餐服务商合作，双方在该订餐服务商的网站上共同推出了“线上品鉴情感故事”征集活动，吸引了大量消费者参与。这些做法帮助YK公司建立了良好的口碑。
In order to attract more customers to learn about and purchase corporate products, YK has established a client-to-client exchange platform, such as micro-mail, microblogging and shivering, to disseminate corporate products and brands through customers. The company has also carried out a series of marketing activities, one each year to provide customers with an opportunity to receive a small bottle of new products, and the other to launch a “Good Wine 1+3” marketing campaign for fans' clients, i.e., a customer who transmits a circle of friends and celebrates more than 50 visits to the production base, as well as further opportunities to deliver small bottles of wine free of charge to three friends. The high quality of the company's products has received a favourable rating from these customers and inspired them to forward it on their own initiative.
请根据上述材料，回答以下问题:
On the basis of the above-mentioned information, please answer the following questions:
(1)分析YK公司赢利模式的构成要素。(6分)
(1) Analysis of the constituent elements of the YK profit model.
(2)分析YK公司采取的电子商务一体化战略，说明该战略给企业带来的好处。(4分)
(2) Analysis of the E-Commerce Integration Strategy adopted by YK, illustrating the benefits of this strategy to enterprises (4).
(3)结合案例分析有效口碑营销的基本要素。(6分)
(3) Analysis of the essential elements of effective marketing in the context of the case (6 points).
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