本書涵蓋跨境電商概述，跨境電商平臺(tái)介紹，跨境電商售前、售中、售后服務(wù)等內(nèi)容。全書由五個(gè)單元組成，每個(gè)單元又細(xì)分成若干章節(jié)，從 Warming-up、Passage Reading、 Mini-Project等方面深入解讀語(yǔ)言點(diǎn)和知識(shí)點(diǎn)。本書提供了內(nèi)容新穎的素材和形式多樣的練習(xí)，融入了大量跨境電商行業(yè)的核心詞匯和常用表達(dá)，講解充實(shí)、例句豐富、圖文并茂，增強(qiáng)了學(xué)習(xí)過(guò)程的創(chuàng)新性、真實(shí)性和趣味性。

王瓊，副教授，浙江省精品在線開(kāi)放課程“跨境電商實(shí)用英語(yǔ)”負(fù)責(zé)人；主持浙江省哲學(xué)社會(huì)科學(xué)規(guī)劃課題“跨文化心理學(xué)視角下的跨境電商英語(yǔ)溝通話語(yǔ)研究”，主持浙江省社會(huì)科學(xué)界聯(lián)合會(huì)科普課題“‘零基礎(chǔ)’跨境電商新手的英語(yǔ)圖解口語(yǔ)寶典”，主持杭州市哲學(xué)社會(huì)科學(xué)規(guī)劃課題“服務(wù)‘一帶一路’的杭州高端跨境電商人才培養(yǎng)路徑研究”；獲2014年、2018年國(guó)家級(jí)教學(xué)成果二等獎(jiǎng)，發(fā)表論文多篇。

Unit 1 Overview of Cross-border E-commerce / 1
Chapter 1 Concept and Characteristics of Cross-border E-commerce / 2
Chapter 2 The Significance of Cross-border E-commerce / 9
Chapter 3 Cross-border E-commerce Development in China / 16
Chapter 4 Customer Service of Cross-border E-commerce / 22

Unit 2 Introduction to Main Cross-border E-commerce Platforms / 29
Chapter 1 Alibaba.com / 30
Chapter 2 AliExpress / 36
Chapter 3 Amazon Platform (B2B) / 43
Chapter 4 Amazon Platform (B2C) / 49
Chapter 5 DHgate / 57
Chapter 6 E-commerce Platforms in Different Countries / 64
Unit 3
Unit 3 Pre-sale Services of Cross-border E-commerce / 73
Chapter 1 Store Description / 74
Chapter 2 Title Description / 83
Chapter 3 Product Description / 91
Chapter 4 Platform-inside Marketing / 100
Chapter 5 SNS Marketing / 108
Chapter 6 SEO & SEM / 119

Unit 4 On-sale Services of Cross-border E-commerce / 127
Chapter 1 Product Information Inquiry / 128
Chapter 2 Payment / 141
Chapter 3 Price Negotiation / 153
Chapter 4 Product Packaging / 162
Chapter 5 Shipment and Delivery / 171

Unit 5 After-sales Services of Cross-border E-commerce / 183
Chapter 1 Disputes and Complaints / 184
Chapter 2 Comments on Product/Service / 199
Chapter 3 Customer Maintenance / 208
Chapter 4 Consumer Habits and Characteristics of Major Countries ( Ⅰ ) / 218
Chapter 5 Consumer Habits and Characteristics of Major Countries ( Ⅱ ) / 225

Appendices/ 233
Appendix I Products Catalogues
商品分類名稱中英文對(duì)照 / 234
Appendix II The Introduction to the Countries that the Belt and Road Initiative Involves
“一帶一路”沿線國(guó)家介紹 / 250

參考文獻(xiàn) / 269