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,**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。

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