C#实战：打造高效电子商务网站——从入门到专业

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"《电子商务开发实战：使用C#进行ASP.NET3.5入门到专业》（Beginning ASP.NET E-Commerce in C#）是一本专为希望在电子商务领域建立和提升网站的专业人士编写的实践指南。该书以一个贯穿始终的实例项目为基础，将读者从新手引导至高级开发者的技能层次，重点关注网站的建立、优化和运营。首先，作者带领读者快速掌握设立网站的基础，讲解如何在低成本和短时间内搭建起一个基本的电子商务平台。这包括理解ASP.NET 3.5框架，学习C#语言的运用，以及配置必要的服务器环境和数据库管理。章节内容涵盖网站架构设计、前端用户体验设计、内容管理系统等内容，确保网站的稳定性和易用性。接着，作者深入探讨如何改进购物体验，通过开发商品推荐系统，利用算法分析用户行为，向顾客推送个性化商品，以此刺激消费和提高转化率。这一部分涵盖了数据分析、A/B测试、用户行为追踪等技术，帮助读者实现网站的营销策略升级。最后，书中详尽地阐述了如何使订单处理和后台管理自动化，包括集成支付处理系统，如自处理信用卡交易，以降低运营成本和提升效率。这涉及到安全的支付网关集成、事务处理、错误处理和报表生成等核心环节，确保财务流程的透明与合规。在整个过程中，本书不仅关注技术细节，还强调了代码质量、可维护性和可扩展性的设计理念，以便构建出高质量且适应业务增长的电子商务网站。此外，书中还包含了大量的代码示例和实战练习，让读者能够在实践中不断巩固所学知识。总结来说，《电子商务开发实战：使用C#进行ASP.NET3.5入门到专业》是一本综合性的资源，不仅适合初学者系统学习电子商务开发，也适合有一定基础的开发者提升其在实际项目中的技能和经验。通过跟随书中的指导，读者将能够打造一个既高效又具有竞争力的在线商业平台。"

xviii

About the Technical Reviewer

■ANDREI RINEA is a senior .NET developer reaching into the architect league. He works mainly in

the web development arena, but his area of expertise goes beyond that. Coming from a desktop

application development background, Andrei was able to easily understand the ASP.NET

paradigm, and in the end settled on MVC architectures such as Microsoft ASP.NET MVC. Andrei

enjoys feedback from readers and is always glad to help you on any questions you may have

regarding this book’s code. He can be reached via andrei@rinea.ro or at his own site at http://

andrei.rinea.ro.

xxi

Introduction

Welcome to Beginning ASP.NET E-Commerce in C#: From Novice to Professional!

This book is a practical, step-by-step ASP.NET and SQL Server tutorial that teaches you

real-world development practices. Guiding you through every step of the design and build process,

this tutorial will teach you how to create high-quality, full-featured, extensible e-commerce

web sites.

Over the course of the book, you will develop the necessary skills to get your business up on

the Web and available to a worldwide audience. In each chapter, you will implement and test

new features of your e-commerce web site, and you will learn the theoretical foundations required

to understand the implementation details. The features are presented in increasing complexity

as you advance throughout the book, so that your journey will be as pleasant and painless as

possible. By the end of the book, you’ll understand the concepts and have the knowledge to

create your own powerful web sites.

Owners of previous editions of this book will find that a large part of it has been rewritten

and many features have been added, as a result of the developments in the web development

scene, and as a result of the extensive feedback we’ve received from the readers of the previous

editions. Now you’ll find the book teaches you how to implement search engine optimization,

how to implement product attributes, how to use SQL Server’s full-text searching, and many

other exciting features.

The case study in this book is presented in three phases of development. The first phase

focuses on getting the site up and running as quickly as possible, and at a low cost. Although not

yet full-featured, at the conclusion of this phase your site will have a fully functional, searchable

product catalog, and will be capable of accepting PayPal payments, enabling you to begin gener-

ating revenue immediately.

Phase 2 concentrates on increasing revenue by improving the shopping experience. In this

phase, you’ll learn how to encourage customers to buy more by implementing a dynamic product

recommendation mechanism. You’ll also implement your own custom shopping cart, replacing

that provided by PayPal.

In the third phase, we’ll show you how to increase your profit margins by reducing costs

through automating and streamlining order processing and administration, and by handling

credit card transactions yourself. You’ll also learn how to integrate external functionality through

web services (with a practical example of integrating Amazon.com products in your site), and

improve your customer’s shopping experience by adding product review functionality.

We hope you’ll enjoy reading our book, and that you’ll find it useful and relevant to your

development projects!

Who This Book Is For

This book is aimed at developers looking for a tutorial approach to building a full e-commerce

web site from design to deployment. The book teaches most of the necessary concepts and

xxii

■INTRODUCTION

guides you through all the implementation steps, but it assumes that you have some basic

knowledge of building web sites with ASP.NET and SQL Server. To get this basic knowledge, we

recommend one of these books:

• Beginning ASP.NET 3.5 in C# 2008: From Novice to Professional, Second Edition, by

Matthew MacDonald (Apress, 2007)

• Build Your Own ASP.NET 3.5 Website Using C# & VB, Third Edition, by Cristian Darie

(Sitepoint, 2008)

How This Book Is Structured

This book is divided into three parts consisting of 22 chapters. We cover a wide variety of topics,

showing you how to

• Build a product catalog that can be browsed and searched

• Design relational databases, and write SQL Server queries and stored procedures

• Use the SQL Server full-text search feature to implement product searching

• Implement search engine optimization features

• Implement the catalog administration pages that allow adding, modifying, and removing

products, categories, and departments

• Create your own shopping basket and checkout mechanism

• Increase sales by implementing product recommendations and product reviews

• Handle payments using PayPal and DataCash

• Implement a customer account system

• Integrate Amazon.com web services to sell Amazon.com items through your web site

The following brief roadmap highlights how we’ll take you from novice to professional

regarding each of these topics.

Part 1: Phase 1 of Development: Getting a Web Store Up and

Running, Fast

The first phase of development, which encompasses the first 12 chapters of the book, focuses

on the basics of getting your site up and running quickly.

Chapter 1: Starting an E-Commerce Site

In this chapter, we’ll introduce some of the principles of e-commerce in the real world. You’ll

see the importance of focusing on short-term revenue and keeping risks down. We’ll look at the

three basic ways in which an e-commerce site can make money. We’ll then apply those princi-

ples to a three-phase plan that provides a deliverable, usable site at each phase of this book.

■INTRODUCTION

xxiii

Chapter 2: Laying Out the Foundations

The first chapter offered an overview of e-commerce in the real world. Now that you’ve decided

to develop a web site, we’ll start to look in more detail at laying down the foundations for its

future. We’ll talk about what technologies and tools you’ll use, and even more importantly, how

you’ll use them.

Chapter 3: Starting the BalloonShop Project

In this chapter, you’ll prepare the groundwork for developing the BalloonShop project—the

e-commerce web site you’ll be creating throughout the book. You’ll be guided through installing

and configuring the necessary software on your development machine, including Visual Web

Developer 2008 and SQL Server 2008. You’ll also write a bit of code for the foundations of your

project, and you’ll create the SQL Server database that will store the web site’s data.

Chapter 4: Creating the Product Catalog: Part 1

After learning about three-tier architecture and implementing a bit of your web site’s main page,

it’s time to continue your work by starting to create the BalloonShop product catalog. Because

the product catalog is composed of many components, you’ll create it over two chapters. In

Chapter 4, you’ll create the first database table, create the first stored procedure, implement

generic data access code, learn how to handle errors and email their details to the administrator,

and finally use data gathered from the database to compose dynamic content for your visitor.

Chapter 5: Creating the Product Catalog: Part 2

In Chapter 4, you’ll create a selectable list of departments for BalloonShop. However, a product

catalog is much more than a list of departments. In Chapter 5, you’ll add the rest of the product

catalog features, creating category pages, product lists, and product details pages. While designing

the data structure that supports these features, you’ll learn how to implement relationships

between data tables, and how to use parameterized SQL Server stored procedures.

Chapter 6: Product Attributes

Many online stores allow shoppers to customize the products they buy. For example, when

selling balloons (as BalloonShop does), it’s recommended to let your customer choose the color

of the balloon. In this chapter, you’ll implement the product attributes feature in BalloonShop.

Chapter 7: Search Engine Optimization

Search engine optimization, or simply SEO, refers to the practices employed to increase the

number of visitors a web site receives from organic (unpaid) search engine result pages. Today,

the search engine is the most important tool people use to find information and products on

the Internet. Needless to say, having your e-commerce web site rank well for the relevant

keywords will help drive visitors to your site and increase the chances that visitors will buy from

you and not the competition! In this chapter, we’ll update BalloonShop so that its core architec-

ture will be search engine–friendly, which will help marketers in their efforts.

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