导语

  

内容提要

  

    本书根据跨境电商专业人才培养的客观需求编写，旨在响应“一带一路”倡议，为高校教学与企业项目融合搭建桥梁，培养出真正符合产业端需求的应用型跨境电商人才。
    本书由10个单元构成，分别是“开启跨境电商之路、注册跨境电商账户、网店设置与商品选择、平台内营销、平台外营销、售前服务、售中服务、售后服务、商务沟通和商务合同”。注重跨境电商英语的语言文体特点，既有理论思辨，又注重理论联系实践。让学生能够在较短的时间内，在掌握跨境电商基础知识的基础上，掌握并灵活运用跨境电商英语，提升跨境电商“听、说、读、写、译”的技能与水平。
    本书既适合作为跨境电子商务专业的教材，也适合高等院校英语专业、商务英语专业和高等院校国际金融专业、国际贸易专业使用，还可供企业培训以及社会培训机构使用。

Unit 1  Getting Started for Cross-border E-commerce
  Learning Objectives
  Warming up
  Text: Why Cross-border E-commerce is the Future of E-commerce?
  Words & Expressions
  Notes & Terms
  Understanding the text
  Language Work
  Supplementary Reading: Localization—Keys to Cross-border Selling in B2B E-commerce
  Words & Expressions
  Notes & Terms
  Text Comprehension
  Language Work
  Workshop
  References
Unit 2  Registering for an Account
  Learning Objectives
  Warming up
  Text: How to Sell Your Products on Alibaba
  Words & Expressions
  Notes & Terms
  Understanding the text
  Language Work
  Supplementary Reading: Amazon Seller Registration: Everything You Need to Know to Get Started
  Words & Expressions
  Notes & Terms
  Text Comprehension
  Language Work
  Workshop
  References
Unit 3  Store Design and Product Selection
  Learning Objectives
  Warming up
  Text: E-commerce Website Design
  Words & Expressions
  Notes & Terms
  Understanding the text
  Language Work
  Supplementary Reading: How to Choose the Perfect Product for Your E-commerce Store
  Words & Expressions
  Notes & Terms
  Text Comprehension
  Language Work
  Workshop
  References
Unit 4  Inside-platform Marketing
  Learning Objectives
  Warming up
  Text: Marketing for E-commerce
  Words & Expressions61Notes & Terms
  Understanding the text
  Language Work
  Supplementary Reading: E-commerce Marketing Ideas to Drive More Sales
  Words & Expressions
  Notes & Terms
  Text Comprehension
  Language Work
  Workshop
  References
Unit 5  Outside-platform Marketing
  Learning Objectives
  Warming up
  Text: Social Media Marketing for E-commerce
  Words & Expressions
  Notes & Terms
  Understanding the text
  Language Work
  Supplementary Reading: Search Engine Marketing
  Words & Expressions
  Notes & Terms
  Text Comprehension
  Language Work
  Workshop
  References
Unit 6  Pre-sale Services of Cross-border E-commerce
  Learning Objectives
  Warming up
  Text: Pricing Strategy for E-commerce 97Words & Expressions
  Notes & Terms
  Understanding the text
  Language Work
  Supplementary Reading: Tips for E-commerce Product Page Copy
  Words & Expressions
  Notes & Terms
  Text Comprehension
  Language Work
  Workshop
  References
Unit 7  On-sale Services of Cross-border E-commerce
  Learning Objectives
  Warming up
  Text: How to Get E-commerce Order Fulfillment Right
  Words & Expressions
  Notes & Terms
  Understanding the text
  Language Work
  Supplementary Reading: How Can Merchants Increase Transparency and Accuracy Around International Shipping Costs?
  Words & Expressions
  Notes & Terms
  Text Comprehension
  Language Work
  Workshop
  References
Unit 8  After-sale Services of Cross-border E-commerce
  Learning Objectives
  Warming up
  Text: Alibaba Customer Service
  Words & Expressions
  Notes & Terms
  Understanding the text
  Language Work
  Supplementary Reading: Developing a Customer Service Policy
  Words & Expressions
  Notes & Terms
  Text Comprehension
  Language Work
  Workshop
  References
Unit 9  Business Communication
  Learning Objectives
  Warming up
  Text: Business Letters
  Words & Expressions
  Notes & Terms
  Understanding the text
  Exercise
  Supplementary Reading: How's Your E-mail Etiquette?
  Words & Expressions
  Text Comprehension
  Language Work
  Workshop
  References
Unit 10  Business Contract
  Learning Objectives
  Warming up
  Text: Contracts
  Words & Expressions
  Notes & Terms
  Understanding the text
  Language Work
  Supplementary Reading: How to Write a Business Contract
  Words & Expressions
  Notes & Terms
  Text Comprehension
  Language Work
  Workshop
  References
Appendix  Supplementary Glossary