Chapter 1 Overview of Cross-border E-commerce 跨境電子商務概述 1
Section 1.1 Overview of E-commerce 電子商務概述 1
1.1.1 The Concept and Characteristics of E-commerce 電子商務的概念和特征 5
1.1.2 The Development History of E-commerce 電子商務的發展 9
Section 1.2 Overview of Cross-border E-commerce 跨境電子商務概述 9
1.2.1 The Definition of Cross-border E-commerce 跨境電子商務的概念和特征 14
1.2.2 The Classification of Cross-border E-commerce 跨境電子商務的分類 15
1.2.3 The Development of Cross-border E-commerce in China 中國跨境電子商務的發展形17
【Exercise】 19
Chapter 2 Platform of Cross-border E-commerce 跨境電子商務平臺 21
Section 2.1 The Main Platform of Cross-border E-commerce 跨境電子商務主要平臺 21
2.1.1 Amazon Platform 亞馬遜平臺 28
2.1.2 EBay Platform EBay 平臺 35
2.1.3 Wish Wish 平臺 36
Section 2.2 The China Main Platform of Cross-border E-commerce 中國跨境電子商務主要平臺 40
2.2.1 AliExpress 阿里巴巴速賣通 44
2.2.2 Kaola 考拉 45
2.2.3 TMall Global 天貓國際 46
2.2.4 JD Worldwide 京東國際 47
2.2.5 YMatou 洋碼頭 49
2.2.6 VIP International VIP 國際 51
2.2.7 Little Red Book（RED） 小紅書 51
【Exercise】 52
Chapter 3 Establishment of Business Relations 建立商務關系 54
Section 3.1 Seeking Business Cooperation 尋求商務合作 54
3.1.1 Introduction 簡介 58
3.1.2 Writing Tips 寫作技巧 59
3.1.3 Sample E-mails 電子郵件模板 60
Section 3.2 Replying to E-mail Regarding Business Contacts 回復商務往來的電子郵件 63
3.2.1 Pre-sale E-mail 售前郵件 66
3.2.2 On-sale E-mail 售中郵件 72
3.2.3 After-sale E-mail 售后郵件 75
Section 3.3 Build Your Online Store 建立你的網上店鋪 78
3.3.1 Introduction of Online Store 線上商店簡介 87
3.3.2 Tings You Need to Do While Selling Online 網上賣貨需要做的事情 90
3.3.3 Selling on Amazon 在亞馬遜上賣貨 94
【Exercise】 104
Chapter 4 Payment and Settlement of Cross-border E-commerce 跨境電子商務支付與結算 105
Section 4.1 Overview of Cross-border E-commerce Payment 跨境電子商務支付概述 105
4.1.1 Electronic Payment System 電子支付系統 110
4.1.2 Security of Electronic Payment System 電子支付系統安全機制 114
Section 4.2 Main Payment Platform of Cross-border E-commerce 跨境電子商務支付主要平臺 116
4.2.1 PayPal 貝寶支付 119
4.2.2 Alipay 阿里支付 120
4.2.3 Western Union 西聯匯款 120
Section 4.3 Overview of International Settlement 國際結算概述 122
4.3.1 Concept of International Settlement 國際結算的概念 125
4.3.2 Three Key Elements Necessarily for International Settlement 國際結算必須具備的三個關鍵要素 125
4.3.3 Key Issues in International Settlements 國際結算中的幾個關鍵問題 125
Section 4.4 Methods of International Settlement 國際電子結算法 127
4.4.1 Remittance 匯付結算 131
4.4.2 Collection 托收結算 133
4.4.3 Letter of Credit(L/C) 信用證結算 135
4.4.4 Negotiable Instruments 票據結算 141
4.4.5 Bank Guarantee and Standby Letter of Credit 銀行保函及備用信用證 147
【Exercise】 149
Chapter 5 Cross-border E-commerce Logistics 跨境電子商務物流 150
Section 5.1 A Brief Introduction to Cross-Border Logistics 跨境物流簡介 150
5.1.1 The Introduction of Logistics 物流簡介 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 海外倉 166
Section 5.2 Main International Express 主要的國際快遞 169
5.2.1 DHL Express 敦豪快遞 172
5.2.2 United Parcel Service 聯合包裹 173
5.2.3 Express Mail Service 特快專遞 174
5.2.4 Special Line Logistics 專線物流 174
Section 5.3 The Selection of Cross-border Logistics Mode 跨境物流模式的選擇 174
5.3.1 Cross-border E-commerce Export Logistics Mode 跨境電商出口物流模式 178
5.3.2 Cross-border E-commerce Import Logistics Mode 跨境電商進口物流模式 179
【Exercise】 179
Chapter 6 Cross-border E-commerce Market Theory 跨境電子商務市場理論 181
Section 6.1 Overview of Cross-border E-commerce Marketing 跨境電子商務市場營銷概述 181
6.1.1 Introduction of Marketing 市場營銷簡介 187
6.1.2 Platform Marketing 平臺營銷 187
6.1.3 SNS Marketing SNS 營銷 191
6.1.4 SEO & SEM Marketing 搜索引擎優化與搜索引擎營銷 196
6.1.5 Mobile Marketing 移動營銷 199
Section 6.2 Store & Product & Title Description 商店、產品以及標題描述 201
6.2.1 Store Description 店鋪描述 206
6.2.2 Product Description 產品描述 208
6.2.3 Title Description 標題描述 210
Section 6.3 Product Selecting and Pricing of Cross- border E-commerce 跨境電子商務選品與定價 212
6.3.1 Product Selecting of Cross-border E-commerce 跨境電商選品 215
6.3.2 Product Pricing of Cross-border E-commerce 跨境電子商務產品定價 218
【Exercise】 224
Chapter 7 The Cross-border E-commerce Order Management 跨境電子商務訂單管理225
Section 7.1 Order Processing 訂單處理 225
7.1.1 Introduction of Order Processing 訂單處理簡介 230
7.1.2 Steps of Order Processing 訂單處理步驟 231
Section 7.2 Electronic Order 電子訂單 233
7.2.1 Introduction of Electronic Order 電子訂單簡介 235
7.2.2 Steps of Electronic Order Processing 電子訂單處理步驟 236
【Exercise】 237
Chapter 8 The Services of Cross-border E-commerce 跨境電子商務服務 238
Section 8.1 Pre-sale Services 售前服務 238
8.1.1 Product Information Inquiry 產品信息查詢 242
8.1.2 Price Negotiation 價格談判 244
Section 8.2 On-sale Services 售中服務 245
8.2.1 Payment 支付 248
8.2.2 Product Packaging 產品包裝 250
Section 8.3 After-sale Services 售后服務. 252
8.3.1 Disputes and Settlement 糾紛與解決 257
8.3.2 Comments on Products 產品評論 260
8.3.3 Customer Maintenance 客戶維護 262
8.3.4 Consumer Habits and Characteristics of Major Countries 主要國家的消費習慣和特點 264
【Exercise】 270
References 參考文獻 272