本書系統(tǒng)梳理了跨境電子商務專業(yè)的知識體系，內容涉及主要的跨境電子商務平臺，跨境電子商務售前服務、售中服務、售后服務，跨境電子商務網(wǎng)絡營銷與推廣，跨境電子商務物流管理，以及跨境電子商務支付與結算。本書堅持理論與實踐案例相結合，內容全面，重點突出。為方便讀者更好地理解課文內容，本書有詳細的生詞、讀音及課文注釋。另外，每一章節(jié)后配套的閱讀理解及詞匯題，可用于課堂內精講精練，幫助學生提高業(yè)務知識的同時全面提升英語應用能力。本書立體配套，資源豐富，學生只需要用手機掃描書中的二維碼即可獲取配套音頻，方便快捷。同時，本書還提供了PPT、教案、教學大綱、參考答案、課文譯文等配套教學資源。本書可供跨境電子商務、電子商務、國際貿(mào)易、商務英語等專業(yè)的學生作為專業(yè)英語教材使用，亦可供具有一定英語基礎知識、熱心于跨境電子商務活動的讀者和專業(yè)人士參考學習。
柯可，女，湖北黃岡人，碩士研究生，研究方向為商務英語和英語教學。獲得國際商務師、跨境電商崗位培訓師資格證書。先后教授跨境電子商務英語、國際商務談判等課程。被評為校優(yōu)秀教師、骨干教師，曾獲得校青年教師說課比賽一等獎，指導學生在全國跨境電商創(chuàng)新創(chuàng)業(yè)大賽、商務英語實踐技能大賽等賽事中取得佳績。主持全國高校外語教學科研項目一項，并參與過多項教育部和湖北省教育科學規(guī)劃課題，發(fā)表科研論文10余篇，主編教材2部。
目 錄
Unit 1 Overview of Cross-Border E-Commerce 1
Learning Objectives 1
Mind-map of This Unit 1
1.1 The Concept of Cross-Border E-Commerce 2
1.2 The Differences between Cross-Border E-Commerce and Traditional Foreign Trade 8
1.3 Cross-Border E-Commerce Development in China 14
Unit 2 Main Cross-Border E-Commerce Platforms 21
Learning Objectives 21
Mind-map of This Unit 21
2.1 Main Cross-Border E-Commerce Platforms in China 22
2.2 Main Cross-Border E-Commerce Platforms in Other Countries 29
Unit 3 Pre-sale Services of Cross-Border E-Commerce 38
Learning Objectives 38
Mind-map of This Unit 38
3.1 Store Description 39
3.2 Product Selection 48
3.3 Product Description 54
3.4 Product Pricing 66
Unit 4 On-sale Services of Cross-Border E-Commerce 75
Learning Objectives 75
Mind-map of This Unit 75
4.1 Product Information Inquiry and Reply 76
4.2 Price Negotiation 81
4.3 Placing an Order 87
4.4 Follow-up of Order Related Services 92
Unit 5 After-sale Services of Cross-Border E-Commerce 99
Learning Objectives 99
Mind-map of This Unit 99
5.1 Customers’ Comments on Product/ Service 100
5.2 Settling Complaints 108
5.3 Customer Maintenance 115
Unit 6 Cross-Border E-Commerce Marketing 123
Learning Objectives 123
Mind-map of This Unit 123
6.1 Platform-inside Marketing 124
6.2 SNS Marketing 132
6.3 Mobile Marketing 140
Unit 7 Cross-Border E-Commerce Logistics 147
Learning Objectives 147
Mind-map of This Unit 147
7.1 Main Logistics Channels 148
7.2 Shipment and Delivery 154
Unit 8 Cross-Border E-Commerce Payment 162
Learning Objectives 162
Mind-map of This Unit 162
8.1 E-Commerce Payment Systems in China 163
8.2 E-Commerce Payment Systems in Other Countries 168
8.3 Payment Process 175
References 182
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