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。

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.

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**介绍 参考文献