本书系统梳理了跨境电子商务专业的知识体系，内容涉及主要的跨境电子商务平台，跨境电子商务售前服务、售中服务、售后服务，跨境电子商务网络营销与推广，跨境电子商务物流管理，以及跨境电子商务支付与结算。本书坚持理论与实践案例相结合，内容全面，重点突出。为方便读者更好地理解课文内容，本书有详细的生词、读音及课文注释。另外，每一章节后配套的阅读理解及词汇题，可用于课堂内精讲精练，帮助学生提高业务知识的同时全面提升英语应用能力。本书立体配套，资源丰富，学生只需要用手机扫描书中的二维码即可获取配套音频，方便快捷。同时，本书还提供了PPT、教案、教学大纲、参考答案、课文译文等配套教学资源。本书可供跨境电子商务、电子商务、国际贸易、商务英语等专业的学生作为专业英语教材使用，亦可供具有一定英语基础知识、热心于跨境电子商务活动的读者和专业人士参考学习。

Unit 1 Overview of Cross-Border E-Commerce\t1
Learning Objectives\t1
Mind-map of This Unit\t1
1.1 The Concept of Cross-Border E-Commerce\t2
1.2 The Differences between Cross-Border E-Commerce and Traditional Foreign Trade\t8
1.3 Cross-Border E-Commerce Development in China\t14
Unit 2 Main Cross-Border E-Commerce Platforms\t21
Learning Objectives\t21
Mind-map of This Unit\t21
2.1 Main Cross-Border E-Commerce Platforms in China\t22
2.2 Main Cross-Border E-Commerce Platforms in Other Countries\t29
Unit 3 Pre-sale Services of Cross-Border E-Commerce\t38
Learning Objectives\t38
Mind-map of This Unit\t38
3.1 Store Description\t39
3.2 Product Selection\t48
3.3 Product Description\t54
3.4 Product Pricing\t66
Unit 4 On-sale Services of Cross-Border E-Commerce\t75
Learning Objectives\t75
Mind-map of This Unit\t75
4.1 Product Information Inquiry and Reply\t76
4.2 Price Negotiation\t81
4.3 Placing an Order\t87
4.4 Follow-up of Order Related Services\t92
Unit 5 After-sale Services of Cross-Border E-Commerce\t99
Learning Objectives\t99
Mind-map of This Unit\t99
5.1 Customers’ Comments on Product/ Service\t100
5.2 Settling Complaints\t108
5.3 Customer Maintenance\t115
Unit 6 Cross-Border E-Commerce Marketing\t123
Learning Objectives\t123
Mind-map of This Unit\t123
6.1 Platform-inside Marketing\t124
6.2 SNS Marketing\t132
6.3 Mobile Marketing\t140
Unit 7 Cross-Border E-Commerce Logistics\t147
Learning Objectives\t147
Mind-map of This Unit\t147
7.1 Main Logistics Channels\t148
7.2 Shipment and Delivery\t154
Unit 8 Cross-Border E-Commerce Payment\t162
Learning Objectives\t162
Mind-map of This Unit\t162
8.1 E-Commerce Payment Systems in China\t163
8.2 E-Commerce Payment Systems in Other Countries\t168
8.3 Payment Process\t175
References\t182