本教材涵盖15章,具体为:1. 跨境电商概要;2.跨境电商平台调研;3. 确定运营方案;4. 开店准备;5. 广告及营销策划;6.顾客服务;7. 物流管理;8. 数据分析;9. 跨境电商营销模式;10. 营销主体定位及产品选择;11. 跨境电商产品推广;12.网店装修;13. 客户开发;14. 订单履约;15. 跨境电商跨文化交际。涵盖开展跨境电商业务的核心流程。 具体编写体例:(1)案例;(2)课文;(3)注解;(4)欢乐时刻;(5)单词与短语;(6)常用跨境电商英语词汇系列;(7)中国文化;(8)练习;(9)练习答案;(10)参考书。通过案例及选篇渗透跨境电商操作流程的方方面面,实用性强。同时中国文化的板块培养学生用英语讲好中国故事、传播中国文化的能力。

Chapter 01 Introduction to Cross-Border E-Commerce
Case Study
China’s JD.com Pitches Cross-Border E-Commerce to UK SMEs
LONDON, UK?DOne of China’s largest tech firms, JD.com, has told small- and medium-sized businesses (SMEs) in London that selling to China can be relatively straightforward, and they don't need to be overawed by China's huge size and a general lack of understanding about the country.
“Everyone has heard of Google and Microsoft, but has everyone heard of JD, Xiaomi and Alibaba?” JD business development manager, Julia Yang, told UK SMEs at a meeting at Cocoon Networks, a center for technology startups to coalesce in central London.
JD is one of China's largest technology companies and claims to be the country's biggest retailer. It says it can deliver to 99% of China’s population, and fulfill same-day or next-day deliveries for 90% of products sold on JD’s online platforms.
Yang said when we consider how to sell to China the “best option” for SMEs is e-commerce. Part of the reason is that it relies on a different regulatory regime for imports than for general trade, referred to as “cross-border e-commerce.”
Cross-border e-commerce originally referred to the unregulated trade of goods purchased abroad and posted back to Chinese online shoppers in small packages. It surged in the wake of the Melamine Scandal in 2008, when tens of thousands of Chinese infants were sickened by adulterated infant milk formula (IMF) and panicked Chinese parents rushed online to buy trusted foreign IMF brands. In recent years, China’s government has been supporting the likes of JD and Alibaba Group to standardize cross-border e-commerce, said Yang, after concerns about counterfeits and tax evasion.
However, cross-border e-commerce is still a more lightly-regulated and lightly-taxed channel for imports to China, she said; unlike general trade channels, goods imported into China through cross-border e-commerce aren’t lev

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