跨境电商英语教程(新视界商务英语系列教材)

“跨境电商英语”是跨境 电商专业和方向的核心基础 课程，中国人民大学出版社 与时俱进，组织18所高校和 企业的28位教师和跨境电商 企业经理编写了这部《跨境 电商英语教程》。本教材的 整体特点是：将跨境电商英 语知识传授、能力培养与价 值观塑造紧密融合。具体特 点如下：1.内容系统、科学 ：涵盖跨境电商的所有主要 领域。2.理论与实践结合： 邀请跨境电商企业一线经理 参与教材策划和编写。3.适 合本科和高职高专：参编教 师既有本科高校教师，也有 高职高专高校教授跨境电商 的教师，了解学生的实际需 求。4.知识前沿：所有素材 均选自最新的官方网站及教 材。5.案例教学法：每章均 有案例。6.课程思政：选取 中国元素、中国案例、中国 文化。7.教辅齐全：包括课 件、练习答案及3套试题及 答案。学生学习本教材后， 不仅能掌握跨境电商的主要 英语词汇及知识，而且能熟 悉跨境电商的整个流程及特 点。

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