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。

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 Alibaba.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**介绍 / 250 参考文献 / 269

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.

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**级教学成果二等奖,发表论文多篇。