本书系统梳理了跨境电子商务专业的知识体系，内容涉及主要的跨境电子商务平台，跨境电子商务售前服务、售中服务、售后服务，跨境电子商务网络营销与推广，跨境电子商务物流管理，以及跨境电子商务支付与结算。本书坚持理论与实践案例相结合，内容全面，重点突出。为方便读者更好地理解课文内容，本书有详细的生词、读音及课文注释。另外，每一章节后配套的阅读理解及词汇题，可用于课堂内精讲精练，帮助学生提高业务知识的同时全面提升英语应用能力。本书立体配套，资源丰富，学生只需要用手机扫描书中的二维码即可获取配套音频，方便快捷。同时，本书还提供了PPT、教案、教学大纲、参考答案、课文译文等配套教学资源。本书可供跨境电子商务、电子商务、国际贸易、商务英语等专业的学生作为专业英语教材使用，亦可供具有一定英语基础知识、热心于跨境电子商务活动的读者和专业人士参考学习。
柯可，女，湖北黄冈人，硕士研究生，研究方向为商务英语和英语教学。获得国际商务师、跨境电商岗位培训师资格证书。先后教授跨境电子商务英语、国际商务谈判等课程。被评为校优秀教师、骨干教师，曾获得校青年教师说课比赛一等奖，指导学生在全国跨境电商创新创业大赛、商务英语实践技能大赛等赛事中取得佳绩。主持全国高校外语教学科研项目一项，并参与过多项教育部和湖北省教育科学规划课题，发表科研论文10余篇，主编教材2部。
目 录
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
书单推荐
