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| 內容簡介： |
本教材是高职院校学生了解跨境电商、学习跨境电商相关的行业用语、提高跨境电商英语沟通能力的基础教材。
本教材结构明了，清晰易懂。采用校企双元合作开发模式，共分为五个单元。Unit 1是 Overview of Cross-border E-commerce，介绍了跨境电商的概念、特点、意义和发展前景等；Unit 2是Introduction to Main Cross-border E-commerce Platforms，介绍了主要的跨境电商平台；Unit 3是Pre-sale Services of Cross-border E-commerce，介绍了跨境电商售前服务；Unit 4是On-sale Services of Cross-border E-commerce，介绍了跨境电商售中服务；Unit 5是 After-sales Services of Cross-border E-commerce，介绍了跨境电商售后服务。
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| 關於作者： |
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王琼，副教授，主要从事跨境电商领域的研究和教学工作。主持省级教科研项目6项，公开发表学术论文25余篇，主编教材3部。国家级教学创新团队主要成员；获2014年、2018年国家级教学成果二等奖；主持浙江省精品在线开放课程“跨境电商英语”；主持职业教育国际贸易专业国家级教学资源库项目——外贸英语库。
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| 目錄：
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Unit 1 Overview of Cross-border E-commerce
Chapter 1 Concept and Characteristics of Cross-border E-commerce
Chapter 2 The Significance of Cross-border E-commerce
Chapter 3 Cross-border E-commerce Development in China
Chapter 4 Customer Service of Cross-border E-commerce
Unit 2 Introduction to Main Cross-border E-commerce Platforms
Chapter 1 Alibaba.com
Chapter 2 AliExpress
Chapter 3 Amazon Platform (B2B)
Chapter 4 Amazon Platform (B2C)
Chapter 5 DHgate
Chapter 6 E-commerce Platforms in Different Countries
Unit 3 Pre-sale Services of Cross-border E-commerce
Chapter 1 Store Description
Chapter 2 Title Description
Chapter 3 Product Description
Chapter 4 Platform-inside Marketing
Chapter 5 SNS Marketing
Chapter 6 SEO & SEM
Unit 4 On-sale Services of Cross-border E-commerce
Chapter 1 Product Information Inquiry
Chapter 2 Payment
Chapter 3 Price Negotiation
Chapter 4 Product Packaging
Chapter 5 Shipment and Delivery
Unit 5 After-sales Services of Cross-border E-commerce
Chapter 1 Disputes and Complaints
Chapter 2 Comments on Product/Service
Chapter 3 Customer Maintenance
Chapter 4 Consumer Habits and Characteristics of Major Countries (Ⅰ)
Chapter 5 Consumer Habits and Characteristics of Major Countries (Ⅱ)
Appendices
Appendix I Products Catalogues
商品类目名称中英文对照
Appendix II The Introduction to the Countries that the Belt and Road Initiative Involves
“一带一路”沿线国家介绍
参考文献
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| 內容試閱：
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Cross-border E-commerce refers to the international business activity that transaction subjects in different countries electronize the traditional trade in terms of exhibition， negotiation and transaction through the means of e-commerce， and deliver products through cross-border logistics or international warehousing services to complete the transaction.
In terms of business model， Cross-border E-commerce can be divided into Cross-border Retail E-commerce (B2C and C2C) and Cross-border B2B E-commerce. Cross-border B2B E-commerce not only includes online transactions through cross-border trading platform， but also includes the off-line transaction resulting from online activities. In terms of customs area， Cross-border E-commerce can be divided into export Cross-border E-commerce and import Cross-border E-commerce.
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