- 电子工业出版社
- 9787121517020
- 1-1
- 16开
- 2025-12
- 466
- 财经商贸大类
- 电子商务类
- 电子商务类
- 高职
内容简介
本书全面涵盖跨境电商运营的核心环节，从跨境电商行业基础认知到跨境电商平台入驻、店铺注册、 选品策略、产品描述、营销推广、国际物流、支付结算、数据分析、客户服务等，内容翔实且紧跟时代 潮流。本书注重实践操作，提供大量案例与步骤指导，旨在培养读者的跨境电商实战技能。适合跨境电 商从业者、相关专业学生及有志于投身跨境电商领域的读者阅读，是快速掌握跨境电商运营精髓的必备 之选。 本书可作为高等及职业院校国际贸易、商务英语、跨境电子商务等相关专业的优质教材，也可为跨 境电子商务管理者和平台运营人员提供参考，助力跨境电商领域工作人员英语语言能力提升。
目录
Unit 1 Overview of Cross-border E-commerce ................................................. 1
Part 1 Introduction to Cross-border E-commerce ............................................... 7 Part 2 Introduction of Cross-border E-commerce Platforms ............................ 12 Supplementary Reading ................................................................................... 18
Unit 2 Opening Your Cross-border E-commerce Store .................................. 21
Part 1 Selection of a Cross-border E-commerce Platform ............................... 27 Part 2 Preparations for Registration .................................................................. 33 Part 3 Account Registration (Shopee as An Example) ...................................... 38 Supplementary Reading ................................................................................... 46
Unit 3 Product Selection for Your Online Store .............................................. 49
Part 1 Strategies for Product Selection ............................................................ 55 Part 2 Tools for Product Selection ..................................................................... 62 Supplementary Reading ................................................................................... 67
Unit 4 Description of Your Store and Products ............................................... 71
Part 1 Store Decoration .................................................................................... 76 Part 2 Product Image Processing ..................................................................... 82 Part 3 Product Descriptions .............................................................................. 87 Supplementary Reading ................................................................................... 93
Unit 5 Cross-border E-commerce Marketing Activities .................................. 97
Part 1 Promotion on Cross-border E-commerce Platforms ............................ 102 Part 2 Independent Marketing ........................................................................ 108
Part 3 Off-site Traffic Generation ..................................................................... 113 Supplementary Reading ................................................................................. 116
Unit 6 Cross-border E-commerce Logistics .................................................. 121
Part 1 Introduction of Cross-border E-commerce Logistics ........................... 127 Part 2 International Shipping Rates Calculation .............................................. 132 Part 3 Logistics Modes ................................................................................... 137 Supplementary Reading ................................................................................. 141
Unit 7 Cross-border E-commerce Payment .................................................. 145
Part 1 Payment Methods ................................................................................ 150 Part 2 Instruments of Collection and Payment ............................................... 157 Part 3 Risks and Countermeasures ................................................................ 162 Supplementary Reading ................................................................................. 167
Unit 8 Data Research and Analysis for Cross-border E-commerce ............. 171
Part 1 Data Research ...................................................................................... 177 Part 2 Data Analysis ........................................................................................ 182 Part 3 Application of Data Analysis Tools ........................................................ 188 Supplementary Reading ................................................................................. 192
Unit 9 Customer Service
Part 1 Introduction to Cross-border E-commerce ............................................... 7 Part 2 Introduction of Cross-border E-commerce Platforms ............................ 12 Supplementary Reading ................................................................................... 18
Unit 2 Opening Your Cross-border E-commerce Store .................................. 21
Part 1 Selection of a Cross-border E-commerce Platform ............................... 27 Part 2 Preparations for Registration .................................................................. 33 Part 3 Account Registration (Shopee as An Example) ...................................... 38 Supplementary Reading ................................................................................... 46
Unit 3 Product Selection for Your Online Store .............................................. 49
Part 1 Strategies for Product Selection ............................................................ 55 Part 2 Tools for Product Selection ..................................................................... 62 Supplementary Reading ................................................................................... 67
Unit 4 Description of Your Store and Products ............................................... 71
Part 1 Store Decoration .................................................................................... 76 Part 2 Product Image Processing ..................................................................... 82 Part 3 Product Descriptions .............................................................................. 87 Supplementary Reading ................................................................................... 93
Unit 5 Cross-border E-commerce Marketing Activities .................................. 97
Part 1 Promotion on Cross-border E-commerce Platforms ............................ 102 Part 2 Independent Marketing ........................................................................ 108
Part 3 Off-site Traffic Generation ..................................................................... 113 Supplementary Reading ................................................................................. 116
Unit 6 Cross-border E-commerce Logistics .................................................. 121
Part 1 Introduction of Cross-border E-commerce Logistics ........................... 127 Part 2 International Shipping Rates Calculation .............................................. 132 Part 3 Logistics Modes ................................................................................... 137 Supplementary Reading ................................................................................. 141
Unit 7 Cross-border E-commerce Payment .................................................. 145
Part 1 Payment Methods ................................................................................ 150 Part 2 Instruments of Collection and Payment ............................................... 157 Part 3 Risks and Countermeasures ................................................................ 162 Supplementary Reading ................................................................................. 167
Unit 8 Data Research and Analysis for Cross-border E-commerce ............. 171
Part 1 Data Research ...................................................................................... 177 Part 2 Data Analysis ........................................................................................ 182 Part 3 Application of Data Analysis Tools ........................................................ 188 Supplementary Reading ................................................................................. 192
Unit 9 Customer Service
