《跨境电商实务英语（第3版·数字教材版）》王琼-知识点与关键词解释.docx

《《跨境电商实务英语（第3版·数字教材版）》王琼-知识点与关键词解释.docx》由会员分享，可在线阅读，更多相关《《跨境电商实务英语（第3版·数字教材版）》王琼-知识点与关键词解释.docx（10页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、知识点列表制作说明Unit 1 Overview of Cross-border E-commerceConcept and Characteristics of Cross-border E-commerceChapter 1 The Significance of Cross-border E-commerceCross-border E-commerce Development in ChinaChapter 2 Customer Service of Cross-border E-commerce单元一知识点列表序号知 识 点页码教材章节1Cross-border E-commerce

2、P 31. 12Cross-border Retail E-commerceP 31. 13Cross-border B2B E-commerceP 3-41. 14Customer ServiceP 231.41、Cross-border E-commerce关键词：Cross-border E-commerceCross-border E-commerce refers to the international business activity that transaction subjects in different countries electronize the traditi

3、onal trade in terms of exhibition, negotiation and transaction through the means of e-commerce, and deliver products through cross-border logistics or international warehousing services to complete the transaction.2、Cross-border Retail E-commerce关键词：Cross-border Retail E-commerceCross-border B2C (Bu

4、siness-to-Consumer) refers to the international business activity of companies in different customs areas, directly selling products or services to consumers through e-commerce platform. The process includes reaching the transactions, completing payment and settlement, and delivering products throug

5、h cross-border logistics, and completing the transaction. Cross-border C2C (Consumer- to-Consumer) refers to the international business activity of individual sellers in different customs areas, selling products or services to individual buyers through third-party e-commerce platform. Individual sel

6、lers publish product information, price and other contents, and individual buyers can find out the information.3、Cross-border B2B E-commerce关键词：Cross-border B2B E-commerceCross-border B2B (Business-to-Business) E-commerce refers to the international business activities between companies in different

7、 customs areas. The process includes reaching the transaction, completing the payment and settlement through e-commerce platform, and delivering products through cross-border logistics, and completing the transaction.4、Customer Service关键词：Customer ServiceCustomer service is the support you offer you

8、r customers both before and after they buy your product that helps them have an easy and enjoyable experience with you. Its more than just providing answers; its an important part of the promise your brand makes to its customers. And its critical to the success of your business. It is a position in

9、the Cross-border E-commerce enterprise, where one can reach the most customers. The quality of customer service directly influences whether the consumers will buy or not.Unmatched items mean that the goods received by the buyer do not match the agreement, including the goods and description do not m

10、atch, quality problems, fake products, wrong goods, short-shipment, damaged products, etc.关键词:The Goods and Description do not MatchThe goods and description do not match means that the goods received by the buyer do not match the sellers description of the product on the details page of website, in

11、 terms of color, size, product packaging, brand, style, model or other aspects.关键词：Quality ProblemsQuality problems refer to the quality problem of goods received by the buyer, or problem when in use.关键词：Fake ProductsFake products mean that the buyer request a refund after receiving the goods becaus

12、e the goods are counterfeit or suspected to be counterfeit products.关键词：Short-ShipmentShort-shipment means that the number of goods received by the buyer is less than the agreed quantity on the order.关键词：Damaged GoodsDamaged goods mean that the goods received by the buyer have different degrees of p

13、ackaging damage (except for the packaging used by the post office or seller), or the product is damaged.3、Comments on Products关键词：Comments on ProductsComments on products refer to the service evaluation from buyers to sellers about the description accuracy of products, communication quality, respons

14、e speed, and delivery time of products at the end of the transaction.4、Build Customer Database关键词：Build Customer DatabaseSellers should collect detailed information on customers? personal information, purchase history, buying preferences and concerns. These are all “clues that can help sellers under

15、stand customers9 preferences. After knowing these, sellers can provide customers with personalized service.关键词：Return VisitReturn Visit is the planned tracking service to old customers. It can be an email, inviting the old customers to give feedback about the recent quality and service of products a

16、nd other suggestions.5、Consumption Habit关键词：Consumption HabitConsumption habit is the preference of consumer for a certain kind of commodity, brand or consuming behavior. In nature, it is a stable individual consuming behavior, formed gradually in the long term, and in turn influences consuming beha

17、vior.11 / 11关键词：Pre-sale Customer ServicePre-sale customer service is sales-oriented and provided for the buyers who make inquiries about products before placing orders. Pre-sale customer service gives information about purchase procedures, product introductions, payment methods, logistics modes and

18、 shipping charges etc., all of which have a great deal to do with the transaction conversion rate. 关键词：After-sales Customer ServiceAfter-sales customer service is provided for customers who, after having placed orders, make inquiries about orders, the anticipated arrival time of parcels, and product

19、 service etc. It has much to do with the improvement of product category and quality, the customer experience, the repeat purchase rate, the returned purchase rate, the dispute rate etc. The problems faced in the after-sales customer service are mainly the delay of goods, the inconformity between go

20、ods and its description, and the moderate and bad comments.关键词：Initiative after-sales inquiryTake the initiative to keep customers informed, after sales, of some important information, for example, to tell customers whether the payment is successful or not, whether their orders have been confirmed o

21、r processed, where their goods have been sent, what new and best-selling products are put on shelves, and what marketing activities will be launched in the shop.Unit 2 Introduction to Main Cross-border E-commerce PlatformsAChapter 1 AliExpressAmazon Platform (B2B)Chapter 2 Amazon Platform (B2C)DHgat

22、eChapter 3 E-commerce Platforms in Different Countries单元二知识点列表序号知 识 点页码教材章节1AP 312. 12AliExpressP 392.23Amazon Platform (B2B)P 472. 34Amazon Platform (B2C)P 552.45DHgateP 582. 56LightintheboxP 662.67Made-in-CP 672. 68WishP 672.69LazadaP 67-682.610CdiscountP 682. 61、A关键词：ALaunched in 1999, A is the l

23、eading platform for global wholesale trade. As part of the Alibaba Group, it is designed to make it easy to do business anywhere. By giving suppliers the tools necessary to reach a global audience for their products and by helping buyers find products and suppliers quickly and efficiently, it provid

24、es the fundamental technology infrastructure and marketing reach to support merchants, brands and other businesses that provide products, services and digital content to leverage the power of the Internet to engage with their users and customers. Their businesses are comprised of core commerce, clou

25、d computing, digital media and entertainment, innovation initiatives and others. Through investee affiliates, it also sets its foot in the logistics and local services sectors.2、AliExpress关键词：AliExpressServing as the only global online trading platform of Alibaba, AliExpress marks its official debut

26、 in April 2010, also known as the International Version of Taobao by the majority of sellers. AliExpress is a platform for overseas buyers, with payment realized through Alipay international accounts, and the products are shipped by international express.3、Amazon Platform (B2B) 关键词：Amazon Platform (

27、B2B)Amazon launched the B2B e-commerce platform Amazon Business in 2012 fbr enterprise clients, selling machines, office supplies and other products.The characteristic of Amazon Business is that the products are directly sold by A or sellers from third-party platforms. Amazon believes that as a busi

28、ness- only platform, the new site will be able to improve the relationship between Amazon and those sellers who only do business with companies, helping the platform to provide a wider range of products.Amazon will charge the third party seller a commission. For consumer goods, Amazon charges 8% com

29、mission if the total transaction amount is below 1,000 US dollars, and 6% if over 1,000 US dollars. For office supplies, Amazon charges 15% commission if the transaction amount is below 1,000 US dollars, 10% if between 1,001 and 3,000 US dollars, and 6% if over 3,000 US dollars.4、Amazon Platform (B2

30、C) 关键词：Amazon Platform (B2C)A Inc (AMZN), considered as a typical B2C e-commerce company, profits from selling books and consumer electronics online at reasonable prices.AMZN only has currently woven into every fabric of American day-to-day life, either the accessibility to daily necessities as milk

31、, cereal, mower or sofa so on so forth via A or e-books, magazine and textbooks on Kindle, or songs downloaded from Amazon Mp3 Music Store, or movie available in video-on-demand services of Amazon Prime Video. It even opens opportunities to accumulate your start-up capital by investing in its shares

32、 (which is likely to triple if done in the end of year 2008), or to work in its Seattle headquarter. Then, to do business in its Marketplace as well as to set up your own internet company by purchasing its EC2 service. 5、DHgate 关键词：DHgateIn 2004, DHgate was co-foundcd by Ms. Wang Shutong, the famous

33、 Chinese c-commcrcc leading figure, served as the first CEO of J, together with her excellent team. It is an online B2B platform with large number of small and medium- sized suppliers of China, providing effective international online wholesale procurement services to many foreign small and medium-s

34、ized buyers all day long. DHgate takes into full consideration the special nature of international trade, integrating the emerging e-commerce with traditional international trade, providing professional and effective information flow, safe and reliable capital flow, fast and simple logistics service

35、s to international trade operation.6、Lightinthebox关键词：LightintheboxFounded in 2007 with registered capital of USD 3 million, Lightinthebox is a Chinese online B2C platform that integrates the services over supply chain. Now it is the foreign sales website ranked first in China.Lightinthebox sells mo

36、re than 60,000 types of products covering 14 categories (apparels, electronic products, toys, accessories, household supplies, sports goodsetc.), and achieves a sales amount above RMB 200 million every year.7、Made-in-C关键词：Made-in-CFounded in 1998, Made-in-C is one of Chinas most famous B2B e-commerc

37、e websites, and has been included in the China Top 100 Most Valuable Websites by China Internet Weekly for the fourth consecutive years. By gathering products from Chinese enterprises, Made-in-C provides efficient, reliable information exchange and trade service platforms to worldwide purchasers, an

38、d has created numerous opportunities for Chinese enterprises and worldwide purchasers. Attributed to these efforts, it has grown into one of preferred B2B websites through which Chinese SMEs get involved in online international trades, and an e-commerce platform with international influence.8、Wish关键

39、词：WishHeadquartered in the US, Wish is a mobile B2C cross-border e-commerce platform. The dark horse has stood out among mobile terminals by accruing a transaction volume of above USD 100 million within less than three years. Wish, being an e-commerce newbie, has no experience in designing shopping

40、platforms for PC terminals. In view of this, it develops mobile terminal markets without mental load. The most important characteristic of a mobile terminal is always accessible”, which gives rise to fragmented demands.9、Lazada关键词：LazadaLazada can be viewed as Southeast Asian version of Amazon or JD

41、.com. It targets the user groups who are developing the habit of online shopping in Southeast Asia, and primarily sells 3C products. Attributed to the favorable market environment with fewer competitors, a satisfactory profit level is kept in Lazada.10、Cdiscount关键词：CdiscountHeadquartered in Bordeaux

42、, Cdiscount is Frances largest e-commerce platform. It is primarily engaged in wholesale of daily necessities, food, electronic products, domestic appliances, infant or baby products, bags, suitcases and toys. The platform operating like a wholesale mall can offer very competitive prices.Unit 3 Pre-

43、sale Services of Cross-border E-commerceStore DescriptionChapter 1 Title DescriptionProduct DescriptionChapter 2 Platform-inside MarketingSNS MarketingChapter 3 SEO & SEM单元三知识点列表序号知 识 点页码教材章节1Store DescriptionP 763. 12Title DescriptionP 853. 23Burst SellsP 963. 34Flow- increase ProductsP 963. 35Prof

44、itable ProductsP 963. 36Product Inside MarketingP 1023.47SNSP 1093. 58SEOP 1213. 69SEMP 1213.61、Store Description关键词：Store DescriptionStore description is where we introduce the basic information of the store and show the advantages and strengths of it, and thus cannot be neglected. In general, Cros

45、s-border E-commerce stores can be divided into business stores and personal stores. These two types of store descriptions have different focuses. The business store description is richer in content, while the personal store description is usually more concise, and pays more attention to visual marke

46、ting tools such as store decoration.关键词：Picture RotationPicture rotation is generally located below the shop sign, displaying the advertising pictures in turns, showing the characteristics of products more intuitively and vividly.2、Title Description关键词：Title DescriptionTitle description is usually t

47、he first step of releasing products, and is crucial to Cross-border E-commerce products. When buyers select products on third-party Cross- border E-commerce platforms, they often search through keywords. A good title allows products to be searched by buyers, maximizes the page views of products, inc

48、reases product exposure, improves product ranking, as well as stimulates buyers9 desire to buy.关键词：Core WordsThe core words are the keywords to describe the products. For example, the core word of a womens dress can be “dress or “womens dress”.关键词：Attribute wordsAttribute words are used to describe products7 attributes, such as color, size, material, style, use, etc.关键词：Long-tail KeywordsLong