跨境电商英语教程(新视界商务英语系列教材)

1星价 ¥33.2 (8.5折)

2星价￥33.2 定价￥39.0

作者：刘白玉王晓霞高金岭

出版社：中国人民大学出版社

本类榜单：外语

分类：外语 > 行业/职业英语

暂无评论

图文详情

ISBN：9787300304557
装帧：一般胶版纸
册数：暂无
重量：暂无
开本：其他
页数：200
出版时间：2022-03-01
条形码：9787300304557 ; 978-7-300-30455-7

内容简介

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
Text Chinese Cross-Border E-Commerce Overview
Joyful Moment The Best Salesman in the World
Chinese Culture Tour The History of Tea
Chapter 02 Platform Research of Cross-Border E-Commerce
Case Study Cross-Border E-Commerce in Russia Is Booming
Text Domestic Cosmetics Looking Pretty Overseas
Joyful Moment I'm Just Kidding
Chinese Culture Tour Chinese Paper-Cut
Chapter 03 Determining the Marketing Plan
Case Study Live-Streaming to Vitalize Cross-Border E-Commerce
Text Social Media Marketing for Businesses
Joyful Moment A Concert
Chinese Culture Tour The Beauty of Hanfu
Chapter 04 New Products Launch
Case Study Apple Inc．―Apple Park Visitor Center
Text Introducing a New Product in the Market
Joyful Moment The Mean Man's Party
Chinese Culture Tour Traditional Chinese Medicine
Chapter 05 Advertising and Marketing Planning
Case Study GoTen at Fair KWA to Empower Businesses by Dropshipping
Text Publicis Helps a Leading Beauty Brand Bring Awareness to Their Skin Care Products on Amazon． ae
Joyful Moment A Linguistics Professor Is Lecturing his Class
Chinese Culture Tour Confucianism
Chapter 06 Customer Service
Case Study Alibaba's Customer-Service Bot Upgraded Ahead of 11．11
Text How to Deliver an Excellent Customer Experience?
Joyful Moment New Employer
Chinese Culture Tour The Art of Chinese Dietary
Chapter 07 Logistics and Management
Case Study Supply Chain Transformation―Reduces Costs， Improves Service
Text Three Strategies to Overcome the Challenges of Cross-Border E-Commerce Logistics
Joyful Moment Expensive Price
Chinese Culture Tour A Brief Introduction of Calligraphy
Chapter 08 Data Analysis
Case Study Make Mother’s Day Profitable for Your Amazon Store
Text Are You Creating Your Amazon SKUs the Wrong Way?
Joyful Moment A Terrible Business
Chinese Culture Tour Suzhou Classical Gardens
Chapter 09 Marketing Modes of Cross-Border E-Commerce
Case Study IndiaMART―the Evolving B2B Marketplace
Text Top Global B2B E-Commerce Marketplaces
Joyful Moment It Is Too Much
Chinese Culture Tour Chinese Dining Culture
Chapter 10 Marketing Subject Positioning and Product Selection
Case Study Shanghai Asian Development Prosperous Import & Export Co． Ltd (ADP)―Offer Indian Clients Domestic Electronic Parts
Text Steps to Succeeding in Cross-Border E-Commerce
Joyful Moment Can I Hold You?
Chinese Culture Tour The Dragon-Boat Festival
Chapter 11 Product Promotion of Cross-Border E-Commerce
Case Study WeChat―The Marketing Agency Advantage
Text 16 Best Tips for Blog Promotion
Joyful Moment Taking Attendance
Chinese Culture Tour Chinese Peking Opera
Chapter 12 Web Store Design
Case Study The Design Theory Behind Amazon's Success
Text 9 Web Design Best Practices for Greater Business Success
Joyful Moment The Goose with the Golden Eggs
Chinese Culture Tour Four Great Inventions in Modern China
Chapter 13 Customer Development
Case Study What Is Customer Development?
Text Email Marketing Best Practices： How We Create Emails That Sell
Joyful Moment Treat Others as You Want to be Treated
Chinese Culture Tour Embroidery
Chapter 14 Channels to Enter a New E-commerce Market
Case Study Cross-Border E-Commerce Receives Boost in Shandong
Text Cross-Border E-Commerce (CBEC)： New Opportunity for Imported Health Food to Enter the Chinese Market
Joyful Moment Even My Driver Can Answer That Question
Chinese Culture Tour Chinese Zodiac Culture
Chapter 15 Cross-cultural Communication in E-commerce
Case Study Amazon to Shutter China Platform for Domestic Third-Party Sellers (Revised)
Text How Cultural Differences Impact E-Commerce Buying Experience (Excerpt)
Joyful Moment From Now on， I am Acting Like a Lady
Chinese Culture Tour Tai Chi (Taijiquan)
References

展开全部

节选

Chapter 01 Introduction to Cross-Border E-CommerceCase Study China’s JD.com Pitches Cross-Border E-Commerce to UK SMEs LONDON, UK―One 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 levied import duties by Chinese customs. Rather, they pay a tax of just 70% of value-added tax applicable in China (see Table).

作者简介

刘白玉，三级教授、董事长、谈判专家、国际贸易专家、山东工商学院外国语学院原院长。从事国际贸易、国际市场营销及翻译18年，出访过英国、美国、加拿大等30多个国家。兼任中国国际贸易学会国际商务英语研究会副理事长、山东省商务英语专业委员会会长，中国跨境电商联盟理事长，省高水平应用型专业（商务英语）负责人，省一流专业（商务英语）负责人。18 所大学特聘/客座教授。在期刊发表论文98篇，出版专著、译著43部，主编、总主编、改编教材30多部，主持课题16项。孙明玉，山东工商学院外国语学院副教授。山东省商务英语研究会副秘书长，山东工商学院外国语学院教材研究所所长，研究领域是英语教材研究、商务英语。主编《国际商务谈判》教材一部，副主编《国际商务礼仪》《新视野大学英语（阅读教程）1》等教材四部，参编《商务英语阅读》《国际商务谈判》等多部教材，出版译著6部；主持和参与省部级等课题多项。

本类五星书