- 电子工业出版社
- 9787121508103
- 1-1
- 16开
- 2025-07
- 430
- 财经商贸大类
- 电子商务类
- 电子商务类
- 高职
内容简介
本书全面覆盖跨境电商运营的核心环节，为帮助学习者理解，以中英双语对照呈现，系统涵盖基础知识、各主流平台注册、选品策略、网络营销、物流与海外仓、通关实务等多个方面，内容翔实，紧跟时代潮流。教材编写注重实践操作，提供大量最新的数据、案例与操作步骤，用双语助力读者理解。为帮助师生学习，本书配备了双语练习题、案例库、试卷、PPT、教案、微课等教学资源。无论是跨境电商从业者、相关专业学生，还是有志投身该领域的创业者，都能借此快速掌握跨境电商运营精髓。
目录
Chapter 1 An Introduction to Cross-border E-commerce 1 第1章 跨境电商绪论 1
1.1 Overview of Cross-border E-commerce 4 1.1 跨境电商概述 4
1.1.1 Concept and Characteristics of Cross-border E-commerce 4 1.1.1 跨境电商的概念和特点 4
1.1.2 Classification of Cross-border E-commerce 6 1.1.2 跨境电商的分类 6
1.1.3 Development Experiences of Cross-border E-commerce 7 1.1.3 跨境电商的发展历程 7
1.1.4 Development Prospects of Cross-border E-commerce 10 1.1.4 跨境电商的发展前景 10
1.2 Mainstream Cross-Border E-Commerce Platforms 12 1.2 跨境电商主流平台 12
1.2.1 Market Distribution of International E-Commerce Platforms 12 1.2.1 国际电商平台市场分布 12
1.2.2 Global E-Commerce Platforms 14 1.2.2 全球性电商平台 14
1.2.3 Regional E-Commerce Platforms 16 1.2.3 区域性电商平台 16
1.3 Cross-border E-commerce Career Planning 18 1.3 跨境电商职业生涯规划 18
1.3.1 Analysis of Cross-border E-commerce Job Posts 18 1.3.1 跨境电商从业岗位分析 18
1.3.2 Required Skills for Cross-border E-commerce Positions 19 1.3.2 跨境电商岗位必备技能 19
1.3.3 The Path of Cross-border E-commerce Career Development 20 1.3.3 跨境电商职业发展路径 20
1.4 The Application of New Cross-Border E-Commerce
Technologies 21 1.4 跨境电商中新技术的应用 21
1.4.1 The Application of Big Data Analysis in Cross-border
E-commerce 21 1.4.1 大数据分析在跨境电商中的
应用 21
1.4.2 The Application of Mobile Communication Technology in
Cross-border E-commerce 22 1.4.2 移动通信技术在跨境电商中的
应用 22
1.4.3 The Application of Artificial Intelligence in Cross-border
E-commerce 23 1.4.3 人工智能在跨境电商中的
应用 23
1.4.4 The Application of Virtual Reality in Cross-border
E-commerce 24 1.4.4 虚拟现实在跨境电商中的
应用 24
Chapter 2 Cross-border E-commerce Online Shop Opening
and Product Selection 26 第2章 跨境电商网上开店与选品 26
2.1 Overview of Cross-border E-commerce Company Registration 27 2.1 跨境电商公司注册概述 27
2.1.1 Cross-border E-commerce Company Registration Process 27 2.1.1 跨境电商公司注册流程 27
2.1.2 Policies on Registration of Cross-border E-commerce
Companies 28 2.1.2 跨境电商公司注册相关政策 28
2.1.3 Issues Need to Pay Attention on Registration of Cross-Border
E-Commerce Companies 30 2.1.3 跨境电商公司注册需注意的
问题 30
2.2 Cross-border E-commerce Platform Selection and Shop
Registration 30 2.2 跨境电商平台选择与店铺注册 30
2.2.1 Cross-border E-commerce Platform Selection 30 2.2.1 跨境电商平台选择 30
2.2.2 Shop Registration on Alibaba 36 2.2.2 阿里巴巴国际站店铺注册 36
2.2.3 Shop Registration on AliExpress 39 2.2.3 速卖通店铺注册 39
2.2.4 Shop Registration on Amazon 42 2.2.4 亚马逊店铺注册 42
2.2.5 Shop Registration on eBay 46 2.2.5 易贝店铺注册 46
2.2.6 Shop Registration on Shopee 48 2.2.6 虾皮店铺注册 48
2.3 Cross-border E-commerce Product Selection 54 2.3 跨境电商选品 54
2.3.1 Basic Knowledge for Cross-border E-commerce
Product Selection 54 2.3.1 跨境电商选品认知 54
2.3.2 Data Analysis for Cross-border E-commerce Product
Selection 55 2.3.2 跨境电商数据分析选品 55
2.3.3 Channels for Cross-border E-commerce Product Selection 56 2.3.3 跨境电商选品渠道 56
Chapter 3 Posting and Management of Cross-border
E-commerce Products 59 第3章 跨境电商产品发布与管理 59
3.1 Product Posting Rules of AliExpress Platform 61 3.1 速卖通平台产品发布规则 61
3.1.1 Pricing Strategy, Title and Page of Details for Products on
AliExpress Platform 61 3.1.1 速卖通平台产品定价策略、
标题和详情页描述 61
3.1.2 Photo Processing for Products on AliExpress Platform 66 3.1.2 速卖通平台产品图片处理 66
3.1.3 Penalties for Violations of Shops on AliExpress Platform 68 3.1.3 速卖通平台店铺违规处罚 68
3.1.4 Mechanism of Appealing for Shops on AliExpress Platform 69 3.1.4 速卖通平台店铺申诉机制 69
3.2 Puoduct Posting Rules of Amazon Platform 71 3.2 亚马逊平台产品发布规则 71
3.2.1 Title and "Five Bulletin Points" of Products on Amazon
Platform 71 3.2.1 亚马逊平台产品标题和
“五点描述” 71
3.2.2 Image Processing of Products on Amazon Platform 73 3.2.2 亚马逊平台产品图片要求 73__e
1.1 Overview of Cross-border E-commerce 4 1.1 跨境电商概述 4
1.1.1 Concept and Characteristics of Cross-border E-commerce 4 1.1.1 跨境电商的概念和特点 4
1.1.2 Classification of Cross-border E-commerce 6 1.1.2 跨境电商的分类 6
1.1.3 Development Experiences of Cross-border E-commerce 7 1.1.3 跨境电商的发展历程 7
1.1.4 Development Prospects of Cross-border E-commerce 10 1.1.4 跨境电商的发展前景 10
1.2 Mainstream Cross-Border E-Commerce Platforms 12 1.2 跨境电商主流平台 12
1.2.1 Market Distribution of International E-Commerce Platforms 12 1.2.1 国际电商平台市场分布 12
1.2.2 Global E-Commerce Platforms 14 1.2.2 全球性电商平台 14
1.2.3 Regional E-Commerce Platforms 16 1.2.3 区域性电商平台 16
1.3 Cross-border E-commerce Career Planning 18 1.3 跨境电商职业生涯规划 18
1.3.1 Analysis of Cross-border E-commerce Job Posts 18 1.3.1 跨境电商从业岗位分析 18
1.3.2 Required Skills for Cross-border E-commerce Positions 19 1.3.2 跨境电商岗位必备技能 19
1.3.3 The Path of Cross-border E-commerce Career Development 20 1.3.3 跨境电商职业发展路径 20
1.4 The Application of New Cross-Border E-Commerce
Technologies 21 1.4 跨境电商中新技术的应用 21
1.4.1 The Application of Big Data Analysis in Cross-border
E-commerce 21 1.4.1 大数据分析在跨境电商中的
应用 21
1.4.2 The Application of Mobile Communication Technology in
Cross-border E-commerce 22 1.4.2 移动通信技术在跨境电商中的
应用 22
1.4.3 The Application of Artificial Intelligence in Cross-border
E-commerce 23 1.4.3 人工智能在跨境电商中的
应用 23
1.4.4 The Application of Virtual Reality in Cross-border
E-commerce 24 1.4.4 虚拟现实在跨境电商中的
应用 24
Chapter 2 Cross-border E-commerce Online Shop Opening
and Product Selection 26 第2章 跨境电商网上开店与选品 26
2.1 Overview of Cross-border E-commerce Company Registration 27 2.1 跨境电商公司注册概述 27
2.1.1 Cross-border E-commerce Company Registration Process 27 2.1.1 跨境电商公司注册流程 27
2.1.2 Policies on Registration of Cross-border E-commerce
Companies 28 2.1.2 跨境电商公司注册相关政策 28
2.1.3 Issues Need to Pay Attention on Registration of Cross-Border
E-Commerce Companies 30 2.1.3 跨境电商公司注册需注意的
问题 30
2.2 Cross-border E-commerce Platform Selection and Shop
Registration 30 2.2 跨境电商平台选择与店铺注册 30
2.2.1 Cross-border E-commerce Platform Selection 30 2.2.1 跨境电商平台选择 30
2.2.2 Shop Registration on Alibaba 36 2.2.2 阿里巴巴国际站店铺注册 36
2.2.3 Shop Registration on AliExpress 39 2.2.3 速卖通店铺注册 39
2.2.4 Shop Registration on Amazon 42 2.2.4 亚马逊店铺注册 42
2.2.5 Shop Registration on eBay 46 2.2.5 易贝店铺注册 46
2.2.6 Shop Registration on Shopee 48 2.2.6 虾皮店铺注册 48
2.3 Cross-border E-commerce Product Selection 54 2.3 跨境电商选品 54
2.3.1 Basic Knowledge for Cross-border E-commerce
Product Selection 54 2.3.1 跨境电商选品认知 54
2.3.2 Data Analysis for Cross-border E-commerce Product
Selection 55 2.3.2 跨境电商数据分析选品 55
2.3.3 Channels for Cross-border E-commerce Product Selection 56 2.3.3 跨境电商选品渠道 56
Chapter 3 Posting and Management of Cross-border
E-commerce Products 59 第3章 跨境电商产品发布与管理 59
3.1 Product Posting Rules of AliExpress Platform 61 3.1 速卖通平台产品发布规则 61
3.1.1 Pricing Strategy, Title and Page of Details for Products on
AliExpress Platform 61 3.1.1 速卖通平台产品定价策略、
标题和详情页描述 61
3.1.2 Photo Processing for Products on AliExpress Platform 66 3.1.2 速卖通平台产品图片处理 66
3.1.3 Penalties for Violations of Shops on AliExpress Platform 68 3.1.3 速卖通平台店铺违规处罚 68
3.1.4 Mechanism of Appealing for Shops on AliExpress Platform 69 3.1.4 速卖通平台店铺申诉机制 69
3.2 Puoduct Posting Rules of Amazon Platform 71 3.2 亚马逊平台产品发布规则 71
3.2.1 Title and "Five Bulletin Points" of Products on Amazon
Platform 71 3.2.1 亚马逊平台产品标题和
“五点描述” 71
3.2.2 Image Processing of Products on Amazon Platform 73 3.2.2 亚马逊平台产品图片要求 73__e
