电子商务英语创新型教程-图书-人邮教育社区

内容摘要

本书有8个单元，包括电子商务概述、网络营销、电子商务支付、电子商务物流、客户关系管理、电子商务风险管理、电子商务新趋势本书借鉴了国内外电子商务课程教材和业界最新技术和动态，结合大量的实际案例和模拟情境对话，用英语帮助电子商务等专业的学生梳理了相关课程的主要知识，突出了应用性、实践性，以通俗讲解概念、详细说明业务操作流程、技巧为主要原则，以循序渐进的方式帮助读者学习和应用电子商务英语。

Chapter 1　Introduction to Electronic Commerce　1
Part　1 Lead-in　2
Part　2 Intensive Reading　3
Text　A China’s Other E-commerce Giant Follows Its Own Path　3
Text　B Major Types of E-commerce　5
Part　3 Situational Dialogue　9
Dialogue　1 Running an Online Business　10
Dialogue　2 What Kind of E-commerce Suits Our Business　11
Part　4 Extensive Reading　13
Part　5 Self-assessment Exercises: Thinking and Practice　20

Chapter　2 E-marketing　23
Part　1 Lead-in　24
Part　2 Intensive Reading　25
Text　A How to Make Your E-mail Marketing Simple, Clear and Awesome　25
Text　B What’s SEO　27
Part　3 Situational Dialogue　30
Dialogue　1 Common Types of E-marketing　30
Dialogue　2 Social Media Networks in China　32
Part　4 Extensive Reading　33
Part　5 Self-assessment Exercises: Thinking and Practice　35

Chapter　3 Electronic Payment　39
Part　1 Lead-in　40
Part　2 Intensive Reading　41
Text　A How to Use PayPal on the Google Play Store　41
Text　B How to Use Apple Pay　43
Part　3 Situational Dialogue　45
Dialogue　1 Different Types of E-payment　45
Dialogue　2 How Electronic Payment Works　46
Part　4 Extensive Reading　47
Part　5 Self-assessment Exercises: Thinking and Practice　48

Chapter　4 Logistics Management　51
Part　1 Lead-in　52
Part　2 Intensive Reading　53
Text　A Amazon and Its Own Delivery　53
Text　B Using Logistics Technology to Start a Business　55
Part　3 Situational Dialogue　57
Dialogue　1 Send a Figure Through Express Mail　57
Dialogue　2 Tracking the Mail　59
Part　4 Extensive Reading　61
Part　5 Self-assessment Exercises:Thinking and Practice　63

Chapter　5 Customer Relationship Management　65
Part　1 Lead-in　66
Part　2 Intensive Reading　67
Text　A What is Social CRM　67
Text　B How to Serve Your Social CRM in a Better Way　68
Part　3 Situational Dialogue　71
Dialogue　1 Introduce the CRM into the Company’s Management System　71
Dialogue　2 How Could I Improve the Application of CRM in Sales　72
Part　4 Extensive Reading　73
Part　5 Self-assessment Exercises:Thinking and Practice　75

Chapter　6 Cyber-attack and Internet Fraud　79
Part　1 Lead-in　80
Part　2 Intensive Reading　81
Text　A How to Prevent Cyber-attack　81
Text　B Be Cautious When Shopping Online　83
Part　3 Situational Dialogue　86
Dialogue　1 Internet Fraud　86
Dialogue　2 Hacked E-mail Account　87
Part　4 Extensive Reading　89
Part　5 Self-assessment Exercises: Thinking and Practice　92

Chapter　7 Cross-border E-commerce　95
Part　1 Lead-in　96
Part　2 Intensive Reading　97
Text　A How to Develop Overseas Customers Online　97
Text　B How Not to Be a Spammer　99
Part　3 Situational Dialogue　102
Dialogue　1 Develop Foreign Customer by Face Book　103
Dialogue　2 E-mail Direct Marketing in Foreign Trade　105
Part　4 Extensive Reading　107
Part　5 Self-assessment Exercises: Thinking and Practice　110

Chapter　8 New Trends in E-commerce　113
Part　1 Lead-in　114
Part　2 Intensive Reading　115
Text　A The Era of “Internet+” in China　115
Text　B The Era of WeChat Business　118
Part　3 Situational Dialogue　121
Dialogue　1 Shopping with Smart Phone　122
Dialogue　2 Cash Burning on E-commerce　124
Part　4 Extensive Reading　126
Part　5 Self-assessment Exercises: Thinking and Practice　131

附录1　阅读篇章译文　135
附录2　课后练习参考答案　151
附录3　2010—2014年全国自考《电子商务英语》试卷及答案　161