2017年10月电子商务全国自考(电子商务概论)真题及答案解析
National e-commerce self-assessment (e-commerce overview), October 2017
2017年10月电子商务全国自考(电子商务概论)真题及答案，本试卷为全国自学考试电子商务(电子商务概论)的真题及答案分析，供广大考生参考及学习。
In October 2017, the E-Commerce National Examination (E-Commerce General) presented the true question and answer analysis of the E-Commerce (E-Commerce General) national self-study examination for reference and learning by a wide range of candidates.
一、单项选择题（本大题共20小题，每小题1分，共20分）
I. Individual selection issues (20 points for each of the 20 sub-topics)
1.“用户访问量超过设计限度时，电子商务系统结构能够及时、自动地扩大容量，继续接受用户访问”体现了电子商务的
“When user access exceeds the design limit, e-commerce systems are structured to expand capacity in a timely and automatic manner and continue to receive user access” reflects e-commerce.
A.普遍性
B.集成性
C.协调性
D.可拓展性
A. Universality
B. Integration
C. Coordination
D. Outreach
2.Web3.0的本质是
The essence of Web3.0 is that
A.联合
B.互动
C.传递
D.技术整合
Joint
B. Interaction
C. Transmission
D. Technology integration
3.下列属于非对称加密算法的是
3. The following are asymmetric cryptography algorithms:
A.DES
B.RSA
C.AES
D.IDEA
4.下列属于物联网中应用层关键技术的是
4. The following are among the key technologies of the application layer in the network of goods:
A.Internet
B.人工智能
C.传感器技术
D.移动通信网络
A. Internet
B. Artificial intelligence
C. Sensor technology
D. Mobile communication networks
5.下列关于长尾理论的说法中，正确的是
5. In the following statement on the long-tail theory, it is correct that
A.长尾理论不适用于数字产品的销售
B.长尾理论是二八定律的延续和深
C.长尾理论强调的是大众文化和小众文化的等同
D.长尾理论认为众多小市场可以汇聚成与主流大市场相匹敌的市场能量
The long-tail theory does not apply to the sale of digital products
B. The long-tail theory is a continuation of the 28th law and the deep
C. The long-tail theory emphasizes the equivalence between popular and small cultures
D. The long-tail theory suggests that a large number of small markets can converge into market energy that rivals the mainstream market.
6.下列不属于企业硬件资源的是
6. The following are not part of the enterprise's hardware resources:
A.品牌
B.厂房
C.设备
D.生产线
A. Brand
B. Plant >br/>C. Equipment
D. Production lines
7.互联网思维最重要的特点是
7. The most important feature of Internet thinking is that
A.注重节约成本
B.以消费者为中心
C.注重平台规则
D.以生产者为中心
A. Focus on cost savings
B. Focus on consumers
C. Focus on platform rules
D. Focus on producers
8.“划分核心产品、外围产品和外延产品”属于电子商务产品创新的哪个阶段?
What stage of e-commerce product innovation is the “segregation of core, peripheral and extension products”?
A.产品概念阶段
B.产品推广阶段
C.产品定义阶段
D.产品设计阶段
Product conceptual phase
B. Product extension phase
C. Product definition phase
D. Product design phase
9.“4RS”营销理论中的“关系”是指
In the “4RS” marketing theory, “relationship” means
A.加快顾客投诉处理
B.企业及时回应顾客需求
C.企业获得合理回报
D.企业与顾客建立的长期而稳固的关系
Accelerating the processing of customer complaints
. Businesses responding in a timely manner to customer needs
C. Firms receiving reasonable returns
D. Long-term and strong relationships between business and customers
10.通过在线调查表或者电子邮件等方式了解市场，这种网络营销活动属于
10. Markets are known through online questionnaires or e-mail, and this network marketing activity falls under
A.网上调研
B.网络观察
C.消费者画像
D.网络消费者分析
A. Web-based research
B. Cyberwatch
C. Consumer portraits
D. Web-based consumer analysis
11.消费者没有购买目标，进入网上商店后受网上广告和促销活动的吸引而购买了商品，这类购买行为属于
11. Consumers do not have a target to buy goods when they enter online shops and are attracted to online advertising and promotional activities. Such purchases fall within the category of
A.特定购买
B.计划购买
C.提醒购买
D.强制购买
A. Specific purchase
B. Planned purchase
C. Reminder purchase
D. Mandatory purchase
12.增加客户从公司购买产品的范围或种类，这一发展客户的过程称为
12. The process of increasing the range or variety of products that clients purchase from companies is described as:
A.客户延伸
B.客户获得
C.客户保留
D.客户选择
Client extension
B. Client access
C. Client retention
D. Client selection
13.在客户细分和定位活动中，“分析客户购买详情”属于
“Analysis of customer purchase details” in client breakdown and positioning activities
A.识别客户特征
B.识别客户的渠道偏好
C.识别客户的购买偏好
D.识别客户的信息形式偏好
A. Customer identity
B. Channel preferences for customer identification
C. Purchase preferences for customer identification
D. Information preferences for customer identification
14.下列关于电子商务定价特点的说法中，错误的是
In the following statement on the characteristics of e-commerce pricing, the error is that
A.降低了交易价格
B.有利于个性化定价
C.造成了产品价格信息的不对称性
D.使得消费者之间的信息沟通变得通畅
A. Reducing transaction prices
B. Enabling personalized pricing
C. Causing asymmetries in product price information
D. Making information flow between consumers open
15.下列关于免费定价策略的说法中，错误的是
15. In the following statement on the free pricing strategy, the error is that
A.免费定价策略可以直接带来高额利润
B.免费定价策略可以吸引用户访问网站
C.免费定价策略是电子商务常用策略之一
D.免费定价策略有助于将部分网络访问者转换为购买者
A. Free pricing strategies that directly lead to high profits
B. Free pricing strategies that attract users to the website
C. Free pricing strategies are one of the common e-commerce strategies
D. Free pricing strategies that help convert some of the web visitors to buyers
16.将供应商、制造商、分销商、零售商、最终用户连成一个整体的网链结构是
Linking suppliers, manufacturers, distributors, retailers, end-users into a whole network structure is:
A.产业链
B.供应链
C.物流联盟
D.配送网络
A. Industrial chains
B. Supply chains
C. Logistics alliances
D. Distribution networks
17.下列关于电子采购和传统采购的说法中，正确的是
17. In the following statement on e-procurement and traditional procurement, it is correct that
A.传统采购比电子采购的成本更低
B.电子采购比传统采购的效率更高
C.传统采购比电子采购更容易进行信息跟踪
D.电子采购比传统采购更容易出现暗箱操作
Traditional procurement is more cost-effective than electronic procurement
B. Electronic procurement is more efficient than traditional procurement
C. Traditional procurement is easier to track information
D. Electronic procurement is more prone to dark box operations than traditional procurement
18.具有“买方可能会因竞争过于激烈而不愿参加”劣势的电子采购系统是
Electronic procurement systems with a disadvantage of “buyers may be too competitive to participate” are:
A.中介系统
B.行业平台
C.采购方系统
D.销售方系统
Intermediary system
B. Industry platform
C. Procuring party system
D. Seller system
19.下列可以成为电子商务专利客体的是
The following can be the object of e-commerce patents:
A.流量
B.出版权
C.用户信息
D.商业方法系统
A. Flows
B. Right to publish
C. User information
D. Business methods system
20.信息富有者和信息贫困者之间的鸿沟被称为
20. The gap between the rich and the information poor is described as:
A.财富鸿沟
B.认知鸿沟
C.数字鸿沟
D.全球化鸿沟
B. The wealth divide < b/ > B. The cognitive divide < b/ > C. The digital divide < b/ > D. The global divide
二、多项选择题(本大题共5小题，每小题2分，共10分)
II. Multiple choice questions (2 points per subject for 5 issues)
1.由电子商务市场主体决定的电子商务特点有
The characteristics of e-commerce determined by the market players in e-commerce include:
A.低成本
B.网络外部性
C.公平竞争
D.虚拟协调性
E.消费者的顾客价值高
A. Low-cost
B. Network externalities
C. Fair competition
D. Virtual coordination
E. High consumer value
2.下列关于电子商务信息经济新规律的说法中，正确的有
2. In the following statement on new patterns of the information economy in electronic commerce, yes
A.梅特卡夫定律又称为--A定律
B.边际收益递减规律被边际收益递增规律代替
C.边际收益递增规律被边际收益递减规律代替
D.梅特卡夫定律认为网络的价值等于网络节点数的平方
E.达维多定律认为任何企业在本产业中必须最后一个淘汰自己的产品
The law of Metcalf, also known as -A Law
B. The law of marginal diminishing earnings is replaced by the law of marginal incremental gains
C. The law of marginal incremental gains is replaced by the law of marginal diminishing earnings
D. The law of Metcalf considers that the value of the network is equal to the square of the number of network nodes
E. Davido Law is that any enterprise must be the last to phase out its products in the industry.
3.下列属于数字产品的有
3. The following are digital products:
A.电子地图
B.在线电影
C.电子杂志
D.在线音乐
E.电子图书
A. Electronic maps
B. Online film
C. Electronic magazine
D. Online music
E. Electronic books
4.网络著作权的客体包括
4. Subjects of copyrights on the web include:
A.网页
B.链接标志
C.数据库
D.网络设备
E.数字化作品
A. Web page
B. Link sign
C. Database
D. Network equipment
E. Digital works
5.电子商务信用模式包括
5. E-commerce credit models include:
A.委托授权模式
B.担保人模式
C.单边信用模式
D.中介入模式
E.自我授权模式
A. Portfolio model
B. Guaranteer model
C. Unilateral credit model
D. Intervention model
E. Self-authorization model
三、简答题（本大题共5小题，每小题6分，共30分）
III. Brief answers to questions (6 points per sub-question, 30 points)
1.简述移动支付的三类运营模式。
1. Brief description of the three types of operating model for mobile payments.
2.简述020电子商务模式的交易流程。
2. Brief description of trading processes in the 020 e-commerce model.
3.简述电子商务影响下企业组织结构重组的变化趋势。
3. Brief description of trends in the reorganization of the organizational structure of an enterprise under the influence of e-commerce.
4.简述电子商务生产模式的特征。
4. Brief description of the characteristics of e-commerce production patterns.
5.简述第三方物流的特征。
Brief description of the characteristics of third-party logistics.
四、论述题(本大题共2小题，每小题12分，共24分)
IV. DISCUSSION OF THE ISSUES (total of 2 sub-topics, 12 points per sub-topic, 24 points)
1.CY公司是一家空气净化器生产企业。为了能够进一步扩大销量，CY公司采取了如下营销策略：一是与搜索引擎网站合作，在网络用户搜索“空气净化器”关键词时，其产品能优先呈现；二是组织营销人员在“健康家居”等产品相关专题微信群发起“空气净化器性价比”话题讨论。此外，CY公司还与电商平台合作，利用大数据技术推测用户偏好和兴趣，有针对性地在线推荐产品。请回答：(1)分析CY公司采用的主要网络营销方法，并说明其内涵。(6分)(2)CY公司与电商平台的合作体现了客户关系管理的何种新应用?这种新应用的作用有哪些?(6分)
CY is an air purifier production company. In order to be able to further expand sales, CY has adopted the following marketing strategies: first, in collaboration with the search engine website, its products can be prioritized in the search for the “air purifier” keyword by web users; second, it has organized marketing staff to initiate a discussion on the topic “Air Purifier Prices” in micro-messors on topics related to “healthy home” products. In addition, CY has worked with the electric platform to use big data technology to extrapolate user preferences and interests and to provide targeted online recommendations for products. Please answer: (1) Analyse the main web marketing methods used by CY, with an indication of their content. (6 points) (2) What new applications of customer relationship management are reflected in CY's cooperation with the electronics platform? (6 points)
2.YH公司提供校园共享单车，大学生可以通过手机扫码解锁使用自行车。进入市场初期，YH公司采取了两方面措施：一是不断强化产品独特性，培育产品“轻型、安全和快速解锁”的特色；二是考虑到自身实力限制，并未选择在全国范围推广，而只针对有限细分市场——高校集中、学生数量多的长江三角洲地区进行深耕。由于满足了大学生追求快捷、方便、时尚，同时又特别关注质量和价格的消费心理需求，产品广受欢迎，YH公司计划进军全国市场。请回答：(1)分析YH公司在进入市场初期的经营业务战略。(6分)(2)YH公司面向的大学生消费者有哪些心理特征?(6分)
YH provides campus shared bicycles, and students can use bicycles through mobile scavenging. During the initial period of entry into the market, YH has taken two measures: first, to continuously enhance the uniqueness of the product and foster its “light, safe and fast unlocking” characteristics; secondly, considering its own capacity constraints, it has not chosen to promote it on a national scale, but only for a limited segment of the market — a concentration of high schools and a large number of students in the Yangtze delta delta region — which is deep-deep. Given the interest of university students in fast, convenient and fashion, while paying special attention to the need for quality and price consumption psychology, YH plans to enter the national market. Please answer: (1) Analysis of the operational strategy of YH in the early stages of entry into the market. (6) (2) What are the psychological characteristics of YH’s student consumers? (6).
五、材料题(本题16分)
V. SUBSTANTIVE ISSUES (16 MINES)
1.HXN公司的战略转型HXN公司是一家创业于上世纪90年代的红枣企业，借助中高端枣品礼盒的精准定位和专卖店销售渠道，其营业收入在2012年达到9亿元。然而市场风云变化，从2012年开始，中高端枣品礼盒市场突现寒流，专卖店受到了网上渠道的巨大冲击，HXN面临严峻的市场挑战，开始了坚定而曲折的战略转型之旅。HXN公司认为造成困境的原因之一是产品种类单一。因此，HXN公司着力丰富产品种类，不再囿于中高端枣品礼盒的细分市场，将产品定位扩大为健康零食，向产品休闲化、差异化转型。尽管HXN公司的健康零食业务相对市场份额不高，但HXN公司比较看重健康零食产业呈现出来的高销售增长率。HXN公司认为造成困境的原因之二是渠道单一、乏力。对此，HXN公司一方面拓展了网上渠道，另一方面在清查、精选已有专卖店的基础上，大举进入大润发、沃尔玛、家乐福等多家大型连锁卖场。HXN公司的上述对策在控制利润下滑方面取得了一定成效，但并不够理想。HXN公司分析认为自身线下渠道发达，但线上渠道乏力。于是，HXN采取了一项重大举措，收购健康零食行业内最大电商之一BCW。BCW的产品包括坚果、糕点糖果、果干、肉脯、海鲜、礼盒等系列。． HXN借助其发达的专卖店体系，进一步整合资源向“O2O”模式迈进。HXN公司开展了线上优惠预购线下体验取货、扫码关注HXN公司公众号预约线下优惠购物等活动，有力提升了产品销量。 经过一系列转型，HXN公司线上、线下渠道均衡发展，深度融合，协同效应显著，逐步摆脱了销售困境。根据上述材料，请回答：(1)HXN公司健康零食业务属于波士顿矩阵中的哪一类业务?说明理由。(4分)(2)分析HXN公司转型中采用的一体化战略和加强型战略的具体类型。 (6分)
The company HXN's strategic transformation HXN, a red-tree business that started in the 1990s, has generated a business income of 900 million yuan in 2012, thanks to the precision location of the medium-end date box and the marketing channels of the special store. However, the changing market landscape, which began in 2012, has resulted in a chilling market of high-end date box markets, with HXN facing a severe market challenge from online channels. The company HXN, one of the reasons for which HXN's downlines have been created, is a single product type. HXN, which is no longer part of the medium-end date box; HXN, on the other hand, has expanded the location of the product into a health-free market; XB, on the other hand, has been transformed.
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