本书详细介绍跨境电子商务运营的操作流程，内容紧密围绕跨境电子商务平台的操作运营，系统讲解各大跨境电子商务平台的特点，以及使用英语在跨境电子商务平台进行账户注册、后台设置、选品、引流、采购和发货、订单处理、客户服务、规避常见风险等知识，并通过案例详细解读运营过程中的各种实操流程。
本书旨在帮助读者快速理解常用的跨境电子商务平台的英语术语和背景知识，并熟练掌握跨境电子商务平台的运营技巧，针对性强，方法实用，具有易学、易懂、易落地执行的特点，是跨境电子商务卖家不可或缺的英语操作用书。
本书可作为高等学校国际贸易、商务英语、电子商务等相关专业的教材，也可作为传统外贸企业职员、个人创业者以及从事跨境电子商务运营人士的参考读物。

Unit 1 Overview of Cross-border E-commerce
Part A The Concept and Significance of Cross-border E-commerce
Part B The Classifications of Cross-border E-commerce
Part C The Main Models of Export and Import Cross-border E-commerce
Part D The Status Quo and Development Trend of Cross-border E-commerce
Unit 2 Main Cross-border E-commerce Platforms
Part A Amazon and eBay
Part B Alibaba and AliExpress
Part C Wish
Part D Shopee, Lazada and Other Regional Cross-border E-commerce Platforms
Unit 3 Opening a Cross-border E-commerce Store
Part A Preparing for Opening a Cross-border E-commerce Store
Part B Registering for a Cross-border E-commerce Store
Part C Launching Products on a Cross-border E-commerce Platform
Unti 4 Marketing on Cross-border E-commerce Platforms
Part A Concepts Related to E-commerce
Part B Store Description and Product Listing Design
Part C Promotion Activities
Supplementary Reading
Unit 5 Market Research of Cross-border E-commerce
Part A Basic Principle and Logic for Product Selection in Cross-border E-commerce
Part B Practical Methods of Market Research for Cross-border E-commerce
Part C Data Analysis for Cross-border E-commerce
Supplementary Reading
Unit 6 Cross-border E-commerce Customer Service(Ⅰ)
Part A An Introduction to Customer Services and Factors Affecting Customer Experience
Part B Rules and Features of Cross-border E-commerce Customer Service
Supplementary Reading
Unit 7 Cross-border E-commerce Customer Service(Ⅱ)
Part A Basic Online Communication Skills of Customer Services
Part B Practices of Customer Service for B2B
Part C Tips and Templates for Customer Service in Some B2C Scenarios
Unit 8 Policies and Terms on Cross-border E-commerce Platform
Text A Various Policies and Common Pitfalls
Text B Intellectual Property
Text C Appeal and Plan of Action
Supplementary Reading
Unit 9 Cross-border E-commerce Online Payment
Text A An introduction to Dominant Online Payment Platforms Worldwide
Text B Online Payment Platforms in China
Supplementary Reading
Unit 10 Cross-border E-commerce Logistics
Text A An introduction to Logistics Services
Text B Functions of Overseas Warehouses and the Way to Establish them
Supplementary Reading
Unit 11 Cross-border Customs Tax (VAT) and Changes in New E-commerce Regulations
Text A An introduction to Customs and VAT
Text B Changes in New E-commerce Regulations
Supplementary Reading
Unit 12 ERP and Supply Chain of Cross-border E-commerce
Part A ERP
Part B Supply Chain
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