目 录
Chapter 1 Overview of Cross-border E-commerce 跨境电子商务概述 1
Section 1.1 Overview of E-commerce 电子商务概述 1
1.1.1 The Concept and Characteristics of E-commerce 电子商务的概念和特征 5
1.1.2 The Development History of E-commerce 电子商务的发展 9
Section 1.2 Overview of Cross-border E-commerce 跨境电子商务概述 9
1.2.1 The Definition of Cross-border E-commerce 跨境电子商务的概念和特征 14
1.2.2 The Classification of Cross-border E-commerce 跨境电子商务的分类 15
1.2.3 The Development of Cross-border E-commerce in China 中国跨境电子商务的发展形17
【Exercise】 19
Chapter 2 Platform of Cross-border E-commerce 跨境电子商务平台 21
Section 2.1 The Main Platform of Cross-border E-commerce 跨境电子商务主要平台 21
2.1.1 Amazon Platform 亚马逊平台 28
2.1.2 EBay Platform EBay 平台 35
2.1.3 Wish Wish 平台 36
Section 2.2 The China Main Platform of Cross-border E-commerce 中国跨境电子商务主要平台 40
2.2.1 AliExpress 阿里巴巴速卖通 44
2.2.2 Kaola 考拉 45
2.2.3 TMall Global 天猫国际 46
2.2.4 JD Worldwide 京东国际 47
2.2.5 YMatou 洋码头 49
2.2.6 VIP International VIP 国际 51
2.2.7 Little Red Book（RED） 小红书 51
【Exercise】 52
Chapter 3 Establishment of Business Relations 建立商务关系 54
Section 3.1 Seeking Business Cooperation 寻求商务合作 54
3.1.1 Introduction 简介 58
3.1.2 Writing Tips 写作技巧 59
3.1.3 Sample E-mails 电子邮件模板 60
Section 3.2 Replying to E-mail Regarding Business Contacts 回复商务往来的电子邮件 63
3.2.1 Pre-sale E-mail 售前邮件 66
3.2.2 On-sale E-mail 售中邮件 72
3.2.3 After-sale E-mail 售后邮件 75
Section 3.3 Build Your Online Store 建立你的网上店铺 78
3.3.1 Introduction of Online Store 线上商店简介 87
3.3.2 Tings You Need to Do While Selling Online 网上卖货需要做的事情 90
3.3.3 Selling on Amazon 在亚马逊上卖货 94
【Exercise】 104
Chapter 4 Payment and Settlement of Cross-border E-commerce 跨境电子商务支付与结算 105
Section 4.1 Overview of Cross-border E-commerce Payment 跨境电子商务支付概述 105
4.1.1 Electronic Payment System 电子支付系统 110
4.1.2 Security of Electronic Payment System 电子支付系统安全机制 114
Section 4.2 Main Payment Platform of Cross-border E-commerce 跨境电子商务支付主要平台 116
4.2.1 PayPal 贝宝支付 119
4.2.2 Alipay 阿里支付 120
4.2.3 Western Union 西联汇款 120
Section 4.3 Overview of International Settlement 国际结算概述 122
4.3.1 Concept of International Settlement 国际结算的概念 125
4.3.2 Three Key Elements Necessarily for International Settlement 国际结算必须具备的三个关键要素 125
4.3.3 Key Issues in International Settlements 国际结算中的几个关键问题 125
Section 4.4 Methods of International Settlement 国际电子结算法 127
4.4.1 Remittance 汇付结算 131
4.4.2 Collection 托收结算 133
4.4.3 Letter of Credit(L/C) 信用证结算 135
4.4.4 Negotiable Instruments 票据结算 141
4.4.5 Bank Guarantee and Standby Letter of Credit 银行保函及备用信用证 147
【Exercise】 149
Chapter 5 Cross-border E-commerce Logistics 跨境电子商务物流 150
Section 5.1 A Brief Introduction to Cross-Border Logistics 跨境物流简介 150
5.1.1 The Introduction of Logistics 物流简介 156
5.1.2 Third-party Logistics 第三方物流 158
5.1.3 Fourth-party Logistics（4PL） 第四方物流 164
5.1.4 Overseas Warehouse 海外仓 166
Section 5.2 Main International Express 主要的国际快递 169
5.2.1 DHL Express 敦豪快递 172
5.2.2 United Parcel Service 联合包裹 173
5.2.3 Express Mail Service 特快专递 174
5.2.4 Special Line Logistics 专线物流 174
Section 5.3 The Selection of Cross-border Logistics Mode 跨境物流模式的选择 174
5.3.1 Cross-border E-commerce Export Logistics Mode 跨境电商出口物流模式 178
5.3.2 Cross-border E-commerce Import Logistics Mode 跨境电商进口物流模式 179
【Exercise】 179
Chapter 6 Cross-border E-commerce Market Theory 跨境电子商务市场理论 181
Section 6.1 Overview of Cross-border E-commerce Marketing 跨境电子商务市场营销概述 181
6.1.1 Introduction of Marketing 市场营销简介 187
6.1.2 Platform Marketing 平台营销 187
6.1.3 SNS Marketing SNS 营销 191
6.1.4 SEO & SEM Marketing 搜索引擎优化与搜索引擎营销 196
6.1.5 Mobile Marketing 移动营销 199
Section 6.2 Store & Product & Title Description 商店、产品以及标题描述 201
6.2.1 Store Description 店铺描述 206
6.2.2 Product Description 产品描述 208
6.2.3 Title Description 标题描述 210
Section 6.3 Product Selecting and Pricing of Cross- border E-commerce 跨境电子商务选品与定价 212
6.3.1 Product Selecting of Cross-border E-commerce 跨境电商选品 215
6.3.2 Product Pricing of Cross-border E-commerce 跨境电子商务产品定价 218
【Exercise】 224
Chapter 7 The Cross-border E-commerce Order Management 跨境电子商务订单管理225
Section 7.1 Order Processing 订单处理 225
7.1.1 Introduction of Order Processing 订单处理简介 230
7.1.2 Steps of Order Processing 订单处理步骤 231
Section 7.2 Electronic Order 电子订单 233
7.2.1 Introduction of Electronic Order 电子订单简介 235
7.2.2 Steps of Electronic Order Processing 电子订单处理步骤 236
【Exercise】 237
Chapter 8 The Services of Cross-border E-commerce 跨境电子商务服务 238
Section 8.1 Pre-sale Services 售前服务 238
8.1.1 Product Information Inquiry 产品信息查询 242
8.1.2 Price Negotiation 价格谈判 244
Section 8.2 On-sale Services 售中服务 245
8.2.1 Payment 支付 248
8.2.2 Product Packaging 产品包装 250
Section 8.3 After-sale Services 售后服务. 252
8.3.1 Disputes and Settlement 纠纷与解决 257
8.3.2 Comments on Products 产品评论 260
8.3.3 Customer Maintenance 客户维护 262
8.3.4 Consumer Habits and Characteristics of Major Countries 主要国家的消费习惯和特点 264
【Exercise】 270
References 参考文献 272
