书名：跨境电商实用英语（*2版）（21世纪高职高专规划教材·跨境电子商务系列）
定价：45.0
ISBN：9787300282565
作者：王琼
版次：2
出版时间：2020-07

内容提要：
本书涵盖跨境电商概述，跨境电商平台介绍，跨境电商售前、售中、售后服务等内容。全书由五个单元组成，每个单元又细分成若干章节，从 Warming-up、Passage Reading、 Mini-Project等方面深入解读语言点和知识点。本书提供了内容新颖的素材和形式多样的练习，融入了大量跨境电商行业的核心词汇和常用表达，讲解充实、例句丰富、图文并茂，增强了学习过程的创新性、真实性和趣味性。



作者简介：

王琼，副教授，浙江省精品在线开放课程“跨境电商实用英语”负责人；主持浙江省哲学社会科学规划课题“跨文化心理学视角下的跨境电商英语沟通话语研究”，主持浙江省社会科学界联合会科普课题“‘零基础’跨境电商新手的英语图解口语宝典”，主持杭州市哲学社会科学规划课题“服务‘一带一路’的杭州高端跨境电商人才培养路径研究”；获2014年、2018年*家级教学成果er等奖，发表论文多篇。

目录：

Unit 1 Overview of Cross-border E-commerce / 1

Chapter 1 Concept and Characteristics of Cross-border E-commerce / 2

Chapter 2 The Significance of Cross-border E-commerce / 9

Chapter 3 Cross-border E-commerce Development in China / 16

Chapter 4 Customer Service of Cross-border E-commerce / 22



Unit 2  Introduction to Main Cross-border E-commerce Platforms / 29

Chapter 1 *libaba.com / 30

Chapter 2 AliExpress / 36

Chapter 3 Amazon Platform (B2B) / 43

Chapter 4 Amazon Platform (B2C) / 49

Chapter 5 DHgate / 57

Chapter 6 E-commerce Platforms in Different Countries / 64

Unit 3

Unit 3  Pre-sale Services of Cross-border E-commerce / 73

Chapter 1 Store Description / 74

Chapter 2 Title Description / 83

Chapter 3 Product Description / 91

Chapter 4 Platform-inside Marketing / 100

Chapter 5 SNS Marketing / 108

Chapter 6 SEO & SEM / 119



Unit 4 On-sale Services of Cross-border E-commerce / 127

Chapter 1 Product Information Inquiry / 128

Chapter 2 Payment / 141

Chapter 3 Price Negotiation / 153

Chapter 4 Product Packaging / 162

Chapter 5 Shipment and Delivery / 171



Unit 5 After-sales Services of Cross-border E-commerce / 183

Chapter 1 Disputes and Complaints / 184

Chapter 2 Comments on Product/Service / 199

Chapter 3 Customer Maintenance / 208

Chapter 4 Consumer Habits and Characteristics of Major Countries ( Ⅰ ) / 218

Chapter 5 Consumer Habits and Characteristics of Major Countries ( Ⅱ ) / 225



Appendices/ 233

Appendix I Products Catalogues

商品分类名称中英文对照 / 234

Appendix II The Introduction to the Countries that the Belt and Road Initiative Involves

“一带一路”沿线国家介绍 / 250



参考文献 / 269

在线试读：
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 Crossborder Retail E-commerce (B2C and C2C) and Cross-border B2B E-commerce. Cross-border B2B E-commerce not only includes online transactions through crossborder 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.