跨境電商實(shí)務(wù)英語（第3版）知識(shí)點(diǎn)與關(guān)鍵詞解釋

知識(shí)點(diǎn)列表制作說明Unit1OverviewofCross-borderE-commerceChapter1ConceptandCharacteristicsofCross-borderE-commerceChapter2TheSignificanceofCross-borderE-commerceChapter3Cross-borderE-commerceDevelopmentinChinaChapter4CustomerServiceofCross-borderE-commerce單元一知識(shí)點(diǎn)列表序號(hào)知識(shí)點(diǎn)頁碼教材章節(jié)1Cross-borderE-commerceP31.12Cross-borderRetailE-commerceP31.13Cross-borderB2BE-commerceP3-41.14CustomerServiceP231.41、Cross-borderE-commerce關(guān)鍵詞：Cross-borderE-commerceCross-borderE-commercereferstotheinternationalbusinessactivitythattransactionsubjectsindifferentcountrieselectronizethetraditionaltradeintermsofexhibition,negotiationandtransactionthroughthemeansofe-commerce,anddeliverproductsthroughcross-borderlogisticsorinternationalwarehousingservicestocompletethetransaction.2、Cross-borderRetailE-commerce關(guān)鍵詞：Cross-borderRetailE-commerceCross-borderB2C(Business-to-Consumer)referstotheinternationalbusinessactivityofcompaniesindifferentcustomsareas,directlysellingproductsorservicestoconsumersthroughe-commerceplatform.Theprocessincludesreachingthetransactions,completingpaymentandsettlement,anddeliveringproductsthroughcross-borderlogistics,andcompletingthetransaction.Cross-borderC2C(Consumer-to-Consumer)referstotheinternationalbusinessactivityofindividualsellersindifferentcustomsareas,sellingproductsorservicestoindividualbuyersthroughthird-partye-commerceplatform.Individualsellerspublishproductinformation,priceandothercontents,andindividualbuyerscanfindouttheinformation.3、Cross-borderB2BE-commerce關(guān)鍵詞：Cross-borderB2BE-commerceCross-borderB2B(Business-to-Business)E-commercereferstotheinternationalbusinessactivitiesbetweencompaniesindifferentcustomsareas.Theprocessincludesreachingthetransaction,completingthepaymentandsettlementthroughe-commerceplatform,anddeliveringproductsthroughcross-borderlogistics,andcompletingthetransaction.4、CustomerService關(guān)鍵詞：CustomerServiceCustomerserviceisthesupportyouofferyourcustomersbothbeforeandaftertheybuyyourproductthathelpsthemhaveaneasyandenjoyableexperiencewithyou.It’smorethanjustprovidinganswers;it’sanimportantpartofthepromiseyourbrandmakestoitscustomers.Andit’scriticaltothesuccessofyourbusiness.ItisapositionintheCross-borderE-commerceenterprise,whereonecanreachthemostcustomers.Thequalityofcustomerservicedirectlyinfluenceswhethertheconsumerswillbuyornot.關(guān)鍵詞：Pre-saleCustomerServicePre-salecustomerserviceissales-orientedandprovidedforthebuyerswhomakeinquiriesaboutproductsbeforeplacingorders.Pre-salecustomerservicegivesinformationaboutpurchaseprocedures,productintroductions,paymentmethods,logisticsmodesandshippingchargesetc.,allofwhichhaveagreatdealtodowiththetransactionconversionrate.關(guān)鍵詞：After-salesCustomerServiceAfter-salescustomerserviceisprovidedforcustomerswho,afterhavingplacedorders,makeinquiriesaboutorders,theanticipatedarrivaltimeofparcels,andproductserviceetc.Ithasmuchtodowiththeimprovementofproductcategoryandquality,thecustomerexperience,therepeatpurchaserate,thereturnedpurchaserate,thedisputerateetc.Theproblemsfacedintheafter-salescustomerservicearemainlythedelayofgoods,theinconformitybetweengoodsanditsdescription,andthemoderateandbadcomments.關(guān)鍵詞：Initiativeafter-salesinquiryTaketheinitiativetokeepcustomersinformed,aftersales,ofsomeimportantinformation,forexample,totellcustomerswhetherthepaymentissuccessfulornot,whethertheirordershavebeenconfirmedorprocessed,wheretheirgoodshavebeensent,whatnewandbest-sellingproductsareputonshelves,andwhatmarketingactivitieswillbelaunchedintheshop.Unit2IntroductiontoMainCross-borderE-commercePlatformsChapter1AChapter2AliExpressChapter3AmazonPlatform(B2B)Chapter4AmazonPlatform(B2C)Chapter5DHgateChapter6E-commercePlatformsinDifferentCountries單元二知識(shí)點(diǎn)列表序號(hào)知識(shí)點(diǎn)頁碼教材章節(jié)1AP312.12AliExpressP392.23AmazonPlatform(B2B)P472.34AmazonPlatform(B2C)P552.45DHgateP582.56LightintheboxP662.67Made-in-CP672.68WishP672.69LazadaP67-682.610CdiscountP682.61、A關(guān)鍵詞：ALaunchedin1999,Aistheleadingplatformforglobalwholesaletrade.AspartoftheAlibabaGroup,itisdesignedtomakeiteasytodobusinessanywhere.Bygivingsuppliersthetoolsnecessarytoreachaglobalaudiencefortheirproductsandbyhelpingbuyersfindproductsandsuppliersquicklyandefficiently,itprovidesthefundamentaltechnologyinfrastructureandmarketingreachtosupportmerchants,brandsandotherbusinessesthatprovideproducts,servicesanddigitalcontenttoleveragethepoweroftheInternettoengagewiththeirusersandcustomers.Theirbusinessesarecomprisedofcorecommerce,cloudcomputing,digitalmediaandentertainment,innovationinitiativesandothers.Throughinvesteeaffiliates,italsosetsitsfootinthelogisticsandlocalservicessectors.2、AliExpress關(guān)鍵詞：AliExpressServingastheonlyglobalonlinetradingplatformofAlibaba,AliExpressmarksitsofficialdebutinApril2010,alsoknownasthe“InternationalVersionofTaobao”bythemajorityofsellers.AliExpressisaplatformforoverseasbuyers,withpaymentrealizedthroughAlipayinternationalaccounts,andtheproductsareshippedbyinternationalexpress.3、AmazonPlatform(B2B)關(guān)鍵詞：AmazonPlatform(B2B)AmazonlaunchedtheB2Be-commerceplatformAmazonBusinessin2012forenterpriseclients,sellingmachines,officesuppliesandotherproducts.ThecharacteristicofAmazonBusinessisthattheproductsaredirectlysoldbyAorsellersfromthird-partyplatforms.Amazonbelievesthatasabusiness-onlyplatform,thenewsitewillbeabletoimprovetherelationshipbetweenAmazonandthosesellerswhoonlydobusinesswithcompanies,helpingtheplatformtoprovideawiderrangeofproducts.Amazonwillchargethethirdpartyselleracommission.Forconsumergoods,Amazoncharges8%commissionifthetotaltransactionamountisbelow1,000USdollars,and6%ifover1,000USdollars.Forofficesupplies,Amazoncharges15%commissionifthetransactionamountisbelow1,000USdollars,10%ifbetween1,001and3,000USdollars,and6%ifover3,000USdollars.4、AmazonPlatform(B2C)關(guān)鍵詞：AmazonPlatform(B2C)AInc(AMZN),consideredasatypicalB2Ce-commercecompany,profitsfromsellingbooksandconsumerelectronicsonlineatreasonableprices.AMZNonlyhascurrentlywovenintoeveryfabricofAmericanday-to-daylife,eithertheaccessibilitytodailynecessitiesasmilk,cereal,mowerorsofasoonsoforthviaAore-books,magazineandtextbooksonKindle,orsongsdownloadedfromAmazonMp3MusicStore,ormovieavailableinvideo-on-demandservicesofAmazonPrimeVideo.Itevenopensopportunitiestoaccumulateyourstart-upcapitalbyinvestinginitsshares(whichislikelytotripleifdoneintheendofyear2008),ortoworkinitsSeattleheadquarter.Then,todobusinessinitsMarketplaceaswellastosetupyourowninternetcompanybypurchasingitsEC2service.5、DHgate關(guān)鍵詞:DHgateIn2004,DHgatewasco-foundedbyMs.WangShutong,thefamousChinesee-commerceleadingfigure,servedasthefirstCEOofJ,togetherwithherexcellentteam.ItisanonlineB2Bplatformwithlargenumberofsmallandmedium-sizedsuppliersofChina,providingeffectiveinternationalonlinewholesaleprocurementservicestomanyforeignsmallandmedium-sizedbuyersalldaylong.DHgatetakesintofullconsiderationthespecialnatureofinternationaltrade,integratingtheemerginge-commercewithtraditionalinternationaltrade,providingprofessionalandeffectiveinformationflow,safeandreliablecapitalflow,fastandsimplelogisticsservicestointernationaltradeoperation.6、Lightinthebox關(guān)鍵詞:LightintheboxFoundedin2007withregisteredcapitalofUSD3million,LightintheboxisaChineseonlineB2Cplatformthatintegratestheservicesoversupplychain.NowitistheforeignsaleswebsiterankedfirstinChina.Lightintheboxsellsmorethan60,000typesofproductscovering14categories(apparels,electronicproducts,toys,accessories,householdsupplies,sportsgoodsetc.),andachievesasalesamountaboveRMB200millioneveryyear.7、Made-in-C關(guān)鍵詞:Made-in-CFoundedin1998,Made-in-CisoneofChina’smostfamousB2Be-commercewebsites,andhasbeenincludedinthe“ChinaTop100MostValuableWebsites”byChinaInternetWeeklyforthefourthconsecutiveyears.BygatheringproductsfromChineseenterprises,Made-in-Cprovidesefficient,reliableinformationexchangeandtradeserviceplatformstoworldwidepurchasers,andhascreatednumerousopportunitiesforChineseenterprisesandworldwidepurchasers.Attributedtotheseefforts,ithasgrownintooneofpreferredB2BwebsitesthroughwhichChineseSMEsgetinvolvedinonlineinternationaltrades,andane-commerceplatformwithinternationalinfluence.8、Wish關(guān)鍵詞:WishHeadquarteredintheUS,WishisamobileB2Ccross-bordere-commerceplatform.ThedarkhorsehasstoodoutamongmobileterminalsbyaccruingatransactionvolumeofaboveUSD100millionwithinlessthanthreeyears.Wish,beingane-commercenewbie,hasnoexperienceindesigningshoppingplatformsforPCterminals.Inviewofthis,itdevelopsmobileterminalmarketswithoutmentalload.Themostimportantcharacteristicofamobileterminalis“alwaysaccessible”,whichgivesrisetofragmenteddemands.9、Lazada關(guān)鍵詞:LazadaLazadacanbeviewedasSoutheastAsianversionofAmazonorJD.com.IttargetstheusergroupswhoaredevelopingthehabitofonlineshoppinginSoutheastAsia,andprimarilysells3Cproducts.Attributedtothefavorablemarketenvironmentwithfewercompetitors,asatisfactoryprofitleveliskeptinLazada.10、Cdiscount關(guān)鍵詞:CdiscountHeadquarteredinBordeaux,CdiscountisFrance’slargeste-commerceplatform.Itisprimarilyengagedinwholesaleofdailynecessities,food,electronicproducts,domesticappliances,infantorbabyproducts,bags,suitcasesandtoys.Theplatformoperatinglikeawholesalemallcanofferverycompetitiveprices.Unit3Pre-saleServicesofCross-borderE-commerceChapter1StoreDescriptionChapter2TitleDescriptionChapter3ProductDescriptionChapter4Platform-insideMarketingChapter5SNSMarketingChapter6SEO&SEM單元三知識(shí)點(diǎn)列表序號(hào)知識(shí)點(diǎn)頁碼教材章節(jié)1StoreDescriptionP763.12TitleDescriptionP853.23BurstSellsP963.34Flow-increaseProductsP963.35ProfitableProductsP963.36ProductInsideMarketingP1023.47SNSP1093.58SEOP1213.69SEMP1213.61、StoreDescription關(guān)鍵詞：StoreDescriptionStoredescriptioniswhereweintroducethebasicinformationofthestoreandshowtheadvantagesandstrengthsofit,andthuscannotbeneglected.Ingeneral,Cross-borderE-commercestorescanbedividedintobusinessstoresandpersonalstores.Thesetwotypesofstoredescriptionshavedifferentfocuses.Thebusinessstoredescriptionisricherincontent,whilethepersonalstoredescriptionisusuallymoreconcise,andpaysmoreattentiontovisualmarketingtoolssuchasstoredecoration.關(guān)鍵詞：PictureRotationPicturerotationisgenerallylocatedbelowtheshopsign,displayingtheadvertisingpicturesinturns,showingthecharacteristicsofproductsmoreintuitivelyandvividly.2、TitleDescription關(guān)鍵詞：TitleDescriptionTitledescriptionisusuallythefirststepofreleasingproducts,andiscrucialtoCross-borderE-commerceproducts.Whenbuyersselectproductsonthird-partyCross-borderE-commerceplatforms,theyoftensearchthroughkeywords.Agoodtitleallowsproductstobesearchedbybuyers,maximizesthepageviewsofproducts,increasesproductexposure,improvesproductranking,aswellasstimulatesbuyers’desiretobuy.關(guān)鍵詞：CoreWordsThecorewordsarethekeywordstodescribetheproducts.Forexample,thecorewordofawomen’sdresscanbe“dress”or“women’sdress”.關(guān)鍵詞：AttributewordsAttributewordsareusedtodescribeproducts’attributes,suchascolor,size,material,style,use,etc.關(guān)鍵詞：Long-tailKeywordsLong-tailkeywords,alsoknownasflowwords,refertothekeywordsthatdonothavemuchrelationshipwiththeproducts,butcanbringmorepageviews,suchas“plus-size”,“freeshipping”,“wholesale”,etc.3、BurstSells關(guān)鍵詞：BurstSellsBurstsellsarehotproducts,withhighflow,highexposure,largeorders,andothercharacteristics.However,burstsellsarenotthesourceofprofitsforshops.Usually,thepriceofburstsellsislow,andthedirectimpactisthattheprofitmarginsaresmall,evenwithnoprofitmargins.4、Flow-increaseProducts關(guān)鍵詞：Flow-increaseProductsFlow-increaseproductsrefertotheproductsthatcanincreasepageviewsfortheshop.Sameasburstsells,thepriceofflow-increaseproductsisalsolow,andtheyarenottheprimarysourceofprofits.5、ProfitableProducts關(guān)鍵詞：ProfitableProductsIngeneral,inadditiontoburstsellsandflow-increaseproducts,otherproductsintheshopareallprofitableproducts.Theseller’svaluationontheexpectedprofitoftheproductsdeterminestheprofitability.Thepageviewofthiskindofproductisnotlarge,buttheprofitofasingleproductishigh.6、Platform-insideMarketing關(guān)鍵詞：Platform-insideMarketingPlatform-insidemarketingmeanstoadvertiseandpromotethestoreandproductsbyusingthemarketingtoolsprovidedbythird-partyCross-borderE-commerceplatforms.關(guān)鍵詞：KeywordProKeywordProisakindofP4Padvertisement(PayforPerformance).Sellerscansetkeywordsaboutthestoreorproductstopromote.Whenthebuyersearchesspecifickeywords,thecorrespondingproductswillappearinthesearchresult.AliExpresswillchargetheselleronlywhenthebuyerclicksthepromotionproducts.關(guān)鍵詞：AffiliateProgramAffiliateProgramisalsopaidaccordingtotheresults.IfthesellerreceivesanorderthroughAffiliateProgram,heneedstopaythecommissionaccordingtothepre-setrate.Thesellerdecidesthecommissionrate,anditgenerallyrangesfrom3%to50%.DifferentfromKeywordPro,AffiliateProgramonlychargestheselleraftertheorderisprocessed.關(guān)鍵詞：FixedDiscountFixedDiscountsmeansthatbuyerscangetacertainamountoffwhenthepurchasereachesacertainamount.7、SNS關(guān)鍵詞：SNSSNS(SocialNetworkingSites),alsoknownassocialmedia,referstothesitesandtechnologiesthatallowpeopletowrite,share,comment,discuss,andcommunicatewitheachother.關(guān)鍵詞：SNSMarketingSNSmarketingmeanstoconductmarketing,publicrelations,andcustomerserviceusingsocialnetworks,onlinecommunities,blogs,orotheronlinecollaborativeplatforms.關(guān)鍵詞：FacebookAftermorethanadecadeofdevelopmentsince2004,FacebookhasbecometheNo.1socialmediasiteglobally,withnearly2billionmonthlyactiveusers(MAU)and20%marketshare.FacebookAdsconsistofthetitle,body,imageandURL.Itgenerallyusesveryconcisebutattractivetextandimagetodeliverourmessageandattractcustomerstoclickthelinktovisitourstoreorproduct.關(guān)鍵詞：InstagramFoundedin2010,Instagramwastheoriginatorofthepicturesocialmediasites.Instagramisaninterest-basedsocialmedia.Userscansearchforcontentthatintereststhem,andtheplatformwillrecommend“thecontentyoumaybeinterestedin”basedontheusers’browsinghistory.關(guān)鍵詞：PinterestOfficiallylaunchedin2010,Pinterestisalsoapicturesocialmediasite,andthefirsttouse“infinitescrolling”todisplaypictures.PinterestwasinspiredbyPinandInterest,whichmeansusersgatherthecontentsofinterestandpinthemtoanonlineboard.ThecorecomponentsofPinterestarePinandBoard.Pinmeanstopostapictureorvideoonboard,andboardisapictureorvideogroup,similartoanalbum.8、SEO關(guān)鍵詞：SEOSearchEngineOptimization(SEO)meanstoimprovethewebsite’skeywordsrankingandincreasetheexposureofthecompany’sproductsthroughoptimizingandrepairingthesite(webstructureadjustment,webcontentbuilding,webcodeoptimizationandcoding,etc.)andoff-siteoptimization.9、SEM關(guān)鍵詞：SEMSearchEngineMarketing(SEM)isbasedontheusers’habitofusingsearchengines,andtriestoconveyasmuchmarketinginformationaspossibletothetargetaudiencethroughthisprocess.Unit4On-saleServicesofCross-borderE-commerceChapter1ProductInformationInquiryChapter2PaymentChapter3PriceNegotiationChapter4ProductPackagingChapter5ShipmentandDelivery單元四知識(shí)點(diǎn)列表序號(hào)知識(shí)點(diǎn)頁碼教材章節(jié)1ProductInformationInquiryP1294.12OfflinePaymentMethodsP1444.23OnlinePaymentMethodsP1444.24AppropriateBoxSizeP1684.45LogisticsMethodsP1804.51、ProductInformationInquiry關(guān)鍵詞：ProductInformationInquiryOntheCross-borderE-commerceplatform,thesellerwillusuallyintroducetheproducts(orservices)indetailsonthedescriptionpage,includingproductquality,color,specifications,size,materials,modesofsale,etc.Customersbuygoods(orservices)bychoosingaplatform,intendingtobuythecommodity(orservice)thatiscost-effective,safe,reliable,andwithcomprehensiveinformation.2、OfflinePaymentMethods關(guān)鍵詞：OfflinePaymentMethodsOfflinepaymentmethodsincludeCash,LetterofCredit(L/C),PaymentonDelivery,WesternUnionTransferandDocumentaryCollectionaswellasDocumentsagainstPayment(D/P),Installment,PaymentonCreditandDeferredPayment,amongwhichthefirstfouraregenerallythemainoptions.3、OnlinePaymentMethods關(guān)鍵詞：OnlinePaymentMethodsOnlineapproachmainlyreferstothepaymentmodelofE-accounttoE-account,touchinguponsuchmethodsasAlipay,Paypal,MoneyBookersandGoogleCheckout,etc.關(guān)鍵詞：PaypalEstablishedinDecember1998byPeterThielandMaxLevchin,PayPalisaninternetserviceproviderdedicatedtoenablebothindividualsandbusinessestorealizeprotected,simpleandconvenientonlinepaymentaswellascollectionviaemailaddress.TheonlineelectronicaccountlaunchedbyPayPalhasdramaticallyreducedtherateofinternetfraud,rankingitselfoneofthesafestcounterparts.Currently,PayPalhasboastedtherecognitionandtheelectronicpaymentchoiceofmorethan90%sellersandover85%buyersinvolvedintransnationaltrade.4、AppropriateBoxSize關(guān)鍵詞：AppropriateBoxSizeOversizedboxeswillcausehigherfreightandneedmorefiller.Appropriateboxsizecanreducethecollisionbetweenthegoodsandthebox.Picktheappropriateboxandtrytopackthegoodsindifferentways.5、LogisticsMethods關(guān)鍵詞：LogisticsMethodsTherearemanylogisticsmethodsforCross-borderE-commerce,includingpostallogistics,commercialexpress,logisticsforspeciallineandoverseaswarehouses.Pricesandservicesdifferalotfordifferentlogisticsmethods.關(guān)鍵詞：UPSUPSisknownforitshighspeedanditsgoodservice.ItusuallytakestwotofourdaystoshipfromChinatoUSA.UPSalsoprovidesaquickupdatingofqueryinformationandaquicksolutiontoanyproblemsyoumayhave.UPSprovidesonlinedeliveryandon-sitepick-upservice,shippingtoover200countriesandregionsaroundtheworld.關(guān)鍵詞：DHLDHLoffersaquickdelivery,usuallythreeworkdaysfromChinatoEuropeandtwoworkdaystoSouthandEastAsia.Ithasaquickupdatingofquerypageandaquicksolutiontoproblems.Shippingagentsusuallyoffer50%discountforbulkandchargesforsmallerparcelsaremoreexpensive.關(guān)鍵詞：FedExFedExhasacompetitivepricefortheshippingfromChinatoSouthandCentralAmericaandEuropewitha15%higherdiscountthanthatofothershippingcompanies,whilethepriceforshippingtootherareasisrelativelyhigher.關(guān)鍵詞：TNTTNTisquickinshippingandittakes3workdaysorsofromChinatowestEuropecountries.Itcanshiptomorecountriesthanothers.關(guān)鍵詞：ChinaPostAirMailThechargeofChinaPostAirMailisrelativelycheaper,anditreachesdestinationcountriesallovertheworld,butittakesrelativelylongertime.Unit5After-salesServicesofCross-borderE-commerceChapter1DisputesandComplaintsChapter2CommentsonProduct/ServiceChapter3CustomerMaintenanceChapter4ConsumerHabitsandCharacteristicsofMajorCountries(Ⅰ)Chapter5ConsumerHabitsandCharacteristicsofMajorCountries(Ⅱ)單元五知識(shí)點(diǎn)列表序號(hào)知識(shí)點(diǎn)頁碼教材章節(jié)1TheDisputesofNoGoodsReceivedP1855.12UnmatchedItemsP1865.13CommentsonProductsP2005.24BuildCustomerDatabaseP2125.35ConsumptionHabitP2235.41、TheDisputesofNoGoodsReceived關(guān)鍵詞：TheDisputesofNoGoodsReceivedThedisputesofnogoodsreceivedfromtheplatformaremainlyasfollows:nologisticsinformation,thelogisticsshowsgoodshavebeendeliveredbutthebuyercomplainsnogoodsreceived,thecustomsdetention,goodsintransit,originalgoodsreturned,thesellerchangesthelogisticsmethodsecretly,etc.關(guān)鍵詞：NoLogisticsInformationNologisticsinformationmeansthatnotrackinginformationcouldbefoundonthelogisticssitewiththetrackingnumberprovidedbytheseller.關(guān)鍵詞：ThegoodsareDetainedattheCustomsThegoodsaredetainedatthecustomsmeansthatthelogisticsinformationshowsthatthegoodsareatthecustoms,duetothecustomsrequirementsoftheimportingcountry.關(guān)鍵詞：GoodsinTransitGoodsintransitmeansthatthetrackinginformationshowsthepackageisbetween“shipped”and“delivered”ontheofficialwebsiteofthelogisticscompany.關(guān)鍵詞：OriginalGoodsReturnedOriginalgoodsreturnedmeansthatthereistrackinginformationanditshowsthegoodshavebeenreturned.關(guān)鍵詞：TheSellerChangingtheLogisticsThese