本書系統(tǒng)梳理了跨境電子商務(wù)專業(yè)的知識(shí)體系，內(nèi)容涉及主要的跨境電子商務(wù)平臺(tái)，跨境電子商務(wù)售前服務(wù)、售中服務(wù)、售后服務(wù)，跨境電子商務(wù)網(wǎng)絡(luò)營(yíng)銷與推廣，跨境電子商務(wù)物流管理，以及跨境電子商務(wù)支付與結(jié)算。本書堅(jiān)持理論與實(shí)踐案例相結(jié)合，內(nèi)容全面，重點(diǎn)突出。為方便讀者更好地理解課文內(nèi)容，本書有詳細(xì)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(nèi)精講精練，幫助學(xué)生提高業(yè)務(wù)知識(shí)的同時(shí)全面提升英語(yǔ)應(yīng)用能力。本書立體配套，資源豐富，學(xué)生只需要用手機(jī)掃描書中的二維碼即可獲取配套音頻，方便快捷。同時(shí)，本書還提供了PPT、教案、教學(xué)大綱、參考答案、課文譯文等配套教學(xué)資源。本書可供跨境電子商務(wù)、電子商務(wù)、國(guó)際貿(mào)易、商務(wù)英語(yǔ)等專業(yè)的學(xué)生作為專業(yè)英語(yǔ)教材使用，亦可供具有一定英語(yǔ)基礎(chǔ)知識(shí)、熱心于跨境電子商務(wù)活動(dòng)的讀者和專業(yè)人士參考學(xué)習(xí)。
柯可，女，湖北黃岡人，碩士研究生，研究方向?yàn)樯虅?wù)英語(yǔ)和英語(yǔ)教學(xué)。獲得國(guó)際商務(wù)師、跨境電商崗位培訓(xùn)師資格證書。先后教授跨境電子商務(wù)英語(yǔ)、國(guó)際商務(wù)談判等課程。被評(píng)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(jiǎng)，指導(dǎo)學(xué)生在全國(guó)跨境電商創(chuàng)新創(chuàng)業(yè)大賽、商務(wù)英語(yǔ)實(shí)踐技能大賽等賽事中取得佳績(jī)。主持全國(guó)高校外語(yǔ)教學(xué)科研項(xiàng)目一項(xiàng)，并參與過多項(xiàng)教育部和湖北省教育科學(xué)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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