电子商务英语教程 第2版

本书选材广泛，包括电子商务基础、电子商务模式（B2B、B2C）、在线销售与在线广告、电子商务网站建设、电子商务网站营销与SEO优化、在线销售产品的策略、电子商务供应链管理、编写产品说明、电子商务支付系统、电子商务安全、移动电子商务、电子商务的客户资源管理、电子商务O2O、跨境电子商务、直播电商、电子商务与大数据、购物车软件、电子商务的推荐引擎、物流、电子商务的法律与法规等内容。 本书共12个单元，每一单元由以下几部分组成：课文—选材得当、面广实用；单词—给出课文中出现的新词，读者由此可以积累电子商务领域的基本词汇；词组—给出课文中的常用词组；缩略语—给出课文中出现的、业内人士必须掌握的缩略语；习题—既有针对课文的练习，也有一些开放性的练习；阅读材料—进一步扩大读者的视野；参考译文（Text A）供读者对照学习。附录A～附录C既可用于复习和背诵，也可作为小词典长期查阅。本书课文配有音频材料，扫描二维码即可收听。 本书既可作为高等院校本科、专科电子商务相关专业的专业英语教材，也可供从业人员自学，还可作为培训班的培训用书。

张强华，“21世纪高职、高专计算机类教材”编委会主编、“现代信息技术教材”编委会执行主编（教育部十五规划教材）。江苏省“青蓝工程”省级优秀青年骨干教师。出版计算机类著作多部。其中，两部获得“全国第11批畅销书（科技类）”称号，一部获“华东地区大学出版社教材专著二等奖”，一部获得江苏省优秀教材，一部由台湾儒林图书出版公司以繁体字在台湾发行。

前言 Unit 11 Text A What Is E-commerce1 New Words5 Phrases8 Abbreviations9 Exercises9 Text B E-commerce and Selling Online11 New Words14 Phrases15 Abbreviations16 Exercises16 Reading Material16 E-commerce Advantages and Disadvantages16 参考译文：什么是电子商务20 Unit 223 Text A How to Choose an E-commerce Business Model23 New Words27 Phrases28 Exercises29 Text B Business-to-Business31 New Words33 Phrases34 Abbreviations35 Exercises35 Reading Material35 About E-commerce35 参考译文：如何选择电子商务商业模式40 Unit 343 Text A How to Build an E-commerce Website43 New Words45 Phrases47 Abbreviations48 Exercises48 Text B Website Navigation and Its Impact on E-commerce51 New Words53 Phrases54 Exercises54 Reading Material55 Shopping Cart Software55 参考译文：如何建立电子商务网站58 Unit 461 Text A Strategies for Selling Products Online61 New Words64 Phrases65 Abbreviations66 Exercises66 Text B E-commerce Supply Chain Management: Reducing Cost and Inefficiency68 New Words73 Phrases74 Abbreviations75 Exercises75 Reading Material75 Online Advertising75 参考译文：在线销售产品的策略80 Unit 582 Text A How to Write Product Descriptions82 New Words85 Phrases86 Abbreviations86 Exercises86 Text B Conversion Rate Optimization88 New Words91 Phrases92 Abbreviations93 Exercises93 Reading Material93 Top Ten SEM Optimization Tips for E-commerce Sites93 参考译文：如何编写产品说明97 Unit 6100 Text A The Ways to Track Online to Offline Conversions (and Vice Versa)100 New Words103 Phrases104 Abbreviations104 Exercises105 Text B Benefits of Social Media Marketing107 New Words110 Phrases111 Exercises111 Reading Material112 E-commerce Legals and Laws112 参考译文：跟踪线上到线下（反之亦然）的转化方法116 Unit 7119 Text A Online Payment Methods for E-commerce Sites119 New Words122 Phrases123 Exercises123 Text B Understanding Online Payment Services125 New Words130 Phrases131 Exercises131 Reading Material132 Safe Online Payment Methods132 参考译文：电子商务网站的在线支付方式134 Unit 8137 Text A The Basics of Website Security for E-commerce Retailers137 New Words140 Phrases141 Abbreviations142 Exercises142 Text B How to Stay Safe When Shopping Online144 New Words147 Phrases149 Abbreviations150 Exercises150 Reading Material151 Ways to Protect Your E-commerce Site from Hacking and Fraud151 参考译文：电子商务零售商网站安全的基础155 Unit 9158 Text A Mobile Commerce158 New Words161 Phrases161 Abbreviations162 Exercises162 Text B 7 Most Important E-commerce Metrics164 New Words167 Phrases168 Abbreviations168 Exercises169 Reading Material169 Mobile Marketing169 参考译文：移动商务173 Unit 10176 Text A A Guide to Using CRM in E-commerce176 New Words179 Phrases180 Abbreviations181 Exercises182 Text B Reverse Logistics in E-commerce184 New Words188 Phrases189 Exercises189 Reading Material190 Electronic CRM190 参考译文：电子商务中使用CRM的指南194 Unit 11198 Text A The Benefits of Using Big Data in E-commerce198 New Words201 Phrases201 Exercises202 Text B The 8 Common Challenges of Cross- border E-commerce204 New Words207 Phrases208 Abbreviations208 Exercises208 Reading Material209 Livestream Shopping209 参考译文：在电子商务中使用大数据的好处212 Unit 12215 Text A Top 10 AI Use Cases in E-commerce215 New Words218 Phrases218 Exercises218 Text B E-commerce Chatbots221 New Words224 Phrases224 Abbreviations225 Exercises225 Reading Material225 Product Recommendation Engine225 参考译文：电子商务中的十大人工智能用例229 附录232 附录A 单词表232 附录B 词组表256 附录C 缩略语表270