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跨境电子商务双语教程

作译者：陈竹韵,朱伯伦

出版时间：2025-07 千字数：430 版次：01-01 页数：192

开本：16开装帧： I S B N ：9787121508103

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Chapter 1  An Introduction to Cross-border E-commerce	1	第1章  跨境电商绪论	1
1.1　Overview of Cross-border E-commerce	4	1.1　跨境电商概述	4
1.1.1  Concept and Characteristics of Cross-border E-commerce	4	1.1.1  跨境电商的概念和特点	4
1.1.2  Classification of Cross-border E-commerce	6	1.1.2  跨境电商的分类	6
1.1.3  Development Experiences of Cross-border E-commerce	7	1.1.3  跨境电商的发展历程	7
1.1.4  Development Prospects of Cross-border E-commerce	10	1.1.4  跨境电商的发展前景	10
1.2　Mainstream Cross-Border E-Commerce Platforms	12	1.2　跨境电商主流平台	12
1.2.1  Market Distribution of International E-Commerce Platforms	12	1.2.1  国际电商平台市场分布	12
1.2.2  Global E-Commerce Platforms	14	1.2.2  全球性电商平台	14
1.2.3  Regional E-Commerce Platforms	16	1.2.3  区域性电商平台	16
1.3　Cross-border E-commerce Career Planning	18	1.3　跨境电商职业生涯规划	18
1.3.1  Analysis of Cross-border E-commerce Job Posts	18	1.3.1  跨境电商从业岗位分析	18
1.3.2  Required Skills for Cross-border E-commerce Positions	19	1.3.2  跨境电商岗位必备技能	19
1.3.3  The Path of Cross-border E-commerce Career Development	20	1.3.3  跨境电商职业发展路径	20
1.4　The Application of New Cross-Border E-Commerce 
Technologies	21	1.4　跨境电商中新技术的应用	21
1.4.1  The Application of Big Data Analysis in Cross-border 
E-commerce	21	1.4.1  大数据分析在跨境电商中的
应用	21
1.4.2  The Application of Mobile Communication Technology in 
Cross-border E-commerce	22	1.4.2  移动通信技术在跨境电商中的
应用	22
1.4.3  The Application of Artificial Intelligence in Cross-border 
E-commerce	23	1.4.3  人工智能在跨境电商中的
应用	23
1.4.4  The Application of Virtual Reality in Cross-border 
E-commerce	24	1.4.4  虚拟现实在跨境电商中的
应用	24
Chapter 2  Cross-border E-commerce Online Shop Opening 
           and Product Selection	26	第2章  跨境电商网上开店与选品	26
2.1　Overview of Cross-border E-commerce Company Registration	27	2.1　跨境电商公司注册概述	27
2.1.1  Cross-border E-commerce Company Registration Process	27	2.1.1  跨境电商公司注册流程	27
2.1.2  Policies on Registration of Cross-border E-commerce 
Companies	28	2.1.2  跨境电商公司注册相关政策	28
2.1.3  Issues Need to Pay Attention on Registration of Cross-Border 
E-Commerce Companies	30	2.1.3  跨境电商公司注册需注意的
问题	30
2.2　Cross-border E-commerce Platform Selection and Shop 
Registration	30	2.2　跨境电商平台选择与店铺注册	30
2.2.1  Cross-border E-commerce Platform Selection	30	2.2.1  跨境电商平台选择	30
2.2.2  Shop Registration on Alibaba	36	2.2.2  阿里巴巴国际站店铺注册	36
2.2.3  Shop Registration on AliExpress	39	2.2.3  速卖通店铺注册	39
2.2.4  Shop Registration on Amazon	42	2.2.4  亚马逊店铺注册	42
2.2.5  Shop Registration on eBay	46	2.2.5  易贝店铺注册	46
2.2.6  Shop Registration on Shopee	48	2.2.6  虾皮店铺注册	48
2.3　Cross-border E-commerce Product Selection	54	2.3　跨境电商选品	54
2.3.1  Basic Knowledge for Cross-border E-commerce 
Product Selection	54	2.3.1  跨境电商选品认知	54
2.3.2  Data Analysis for Cross-border E-commerce Product 
Selection	55	2.3.2  跨境电商数据分析选品	55
2.3.3  Channels for Cross-border E-commerce Product Selection	56	2.3.3  跨境电商选品渠道	56
Chapter 3  Posting and Management of Cross-border 
           E-commerce Products	59	第3章  跨境电商产品发布与管理	59
3.1　Product Posting Rules of AliExpress Platform	61	3.1　速卖通平台产品发布规则	61
3.1.1  Pricing Strategy, Title and Page of Details for Products on 
AliExpress Platform	61	3.1.1  速卖通平台产品定价策略、
标题和详情页描述	61
3.1.2  Photo Processing for Products on AliExpress Platform	66	3.1.2  速卖通平台产品图片处理	66
3.1.3  Penalties for Violations of Shops on AliExpress Platform	68	3.1.3  速卖通平台店铺违规处罚	68
3.1.4  Mechanism of Appealing for Shops on AliExpress Platform	69	3.1.4  速卖通平台店铺申诉机制	69
3.2　Puoduct Posting Rules of Amazon Platform	71	3.2　亚马逊平台产品发布规则	71
3.2.1  Title and "Five Bulletin Points" of Products on Amazon 
Platform	71	3.2.1  亚马逊平台产品标题和
“五点描述”	71
3.2.2  Image Processing of Products on Amazon Platform	73	3.2.2  亚马逊平台产品图片要求	73
3.2.3  Punishment for Shop Violations on Amazon Platform	74	3.2.3  亚马逊平台店铺违规处罚	74
3.2.4  Writing an Appeal Email on Amazon Platform	75	3.2.4  亚马逊平台申诉邮件的撰写	75
3.3　Product Posting Rules of Other Platforms	77	3.3　其他平台产品发布规则	77
3.3.1  Product Posting Rules of eBay Platform	77	3.3.1  易贝平台产品发布规则	77
3.3.2  Product Posting Rules of Shopee Platform	78	3.3.2  虾皮平台产品发布规则	78
Chapter 4  Online Marketing and Planning of Cross-border 
           E-commerce	81	第4章  跨境电商网络营销与策划	81
4.1　Overview of Cross-border E-commerce Online Marketing	83	4.1　跨境电商网络营销概述	83
4.1.1  International Market Development	84	4.1.1  国际市场开拓	84
4.1.2  Selection and Positioning of International Target Market	87	4.1.2  国际目标市场的选择与定位	87
4.1.3  Steps of Making International Marketing Strategy	90	4.1.3  制定国际市场营销战略的
步骤	90
4.1.4  Pricing Strategy of Cross-border E-commerce Product	92	4.1.4  跨境电商产品定价策略	92
4.2　Off-Site Marketing and Promotion of Cross-Border 
E-Commerce	93	4.2　跨境电商站外营销与推广	93
4.2.1  Social Media Marketing	94	4.2.1  社交媒体营销	94
4.2.2  Search Engine Marketing	97	4.2.2  搜索引擎营销	97
4.2.3  Short Video Marketing	99	4.2.3  短视频营销	99
4.2.4  Live Streaming Marketing	100	4.2.4  网络直播营销	100
4.3　On-Site Marketing and Promotion of Cross-Border 
E-Commerce	101	4.3　跨境电商站内营销与推广	101
4.3.1  Keyword Search	102	4.3.1  关键词搜索	102
4.3.2  Holiday Activities	103	4.3.2  节假日活动	103
4.3.3  Daily Promotional Activities	104	4.3.3  日常促销活动	104
4.3.4  Platform Community Sharing	105	4.3.4  平台社区分享	105
Chapter 5  Cross-border E-commerce Logistics and Overseas 
           Warehouses	106	第5章  跨境电商物流与海外仓	106
5.1　Overview of Cross-border E-commerce Logistics	108	5.1　跨境电商物流概述	108
5.1.1  Logistics Transportation Process of Cross-border E-commerce 
Import and Export	108	5.1.1  跨境电商进出口物流运输
流程	108
5.1.2  Types of Cross-border E-commerce Logistics Transportation	109	5.1.2  跨境电商物流运输类型	109
5.1.3  Logistics Scheme Design of Cross-border E-commerce	111	5.1.3  跨境电商物流方案设计	111
5.2　Calculation of Cross-Border Logistics Freight	112	5.2　跨境物流运费计算	112
5.2.1  Cross-Border Container Freight	112	5.2.1  跨境集装箱运费	112
5.2.2  Logistics Freight of Cross-Border Small Parcels	113	5.2.2  跨境小包物流运费	113
5.2.3  International Commercial Express Freight	114	5.2.3  国际商业快递运费	114
5.3　Logistics and Freight Calculation of Overseas Warehouse	115	5.3　海外仓物流和运费计算	115
5.3.1  Concept and Process of Overseas Warehouse	115	5.3.1  海外仓的概念及流程	115
5.3.2  The First Journey Freight of International Transportation by Sea or 
by Air	117	5.3.2  国际海运与空运的头程
运费	117
5.3.3  The Local Logistics Fee of Overseas Warehouse	118	5.3.3  海外仓的本地物流费用	118
Chapter 6  Practice of Cross-border E-commerce Customs 
           Clearance	121	第6章  跨境电商通关实务	121
6.1　A Brief Introduction to the Customs Declaration of Cross-border 
E-commerce	123	6.1　跨境电商报关概述	123
6.1.1  The Customs and Inspection and Quarantine	123	6.1.1  海关与检验检疫	123
6.1.2  Customs Declaration Platform for Cross-border E-commerce	125	6.1.2  跨境电商报关平台	125
6.2　Customs Supervision of Import and Export Commodities in 
Cross-border E-commerce	127	6.2　跨境电商进出口商品的海关
监管方式	127
6.2.1  Supervision of Cross-border E-commerce B2C Import and 
Export Commodities	127	6.2.1  跨境电商B2C进出口商品的
监管	127
6.2.2  Supervision of Cross-border E-commerce B2B Import and 
Export Commodities	130	6.2.2  跨境电商B2B进出口商品的
监管	130
6.3　Tax Policy of Cross-border E-commerce	135	6.3　跨境电商税收政策	135
6.3.1  Comprehensive Tax on Imported Goods for Cross-border 
E-commerce	135	6.3.1  跨境电商进口商品综合税	135
6.3.2  Postal Tax on Imported Goods through Cross-border 
E-commerce	137	6.3.2  跨境电商进口商品行邮税	137
6.3.3  Cross-border E-commerce Export Tax Policy	138	6.3.3  跨境电商出口税收政策	138
6.4　OneTouch	140	6.4　一达通	140
Chapter 7  Cross-border E-commerce Payments and 
           Settlements	142	第7章  跨境电商支付与结算	142
7.1　Payment Methods of Cross-border E-commerce	144	7.1　跨境电商支付方式	144
7.1.1  Overview of Cross-border E-commerce Payment	144	7.1.1  跨境电商支付概述	144
7.1.2  Payment Methods of Cross-border E-commerce Platforms	147	7.1.2  跨境电商平台支付方式	147
7.1.3  Cross-border E-commerce Payment Tools	153	7.1.3  跨境电商支付工具	153
7.2　Cross-border E-commerce Settlements	156	7.2　跨境电商结算	156
7.2.1  Overview of Cross-border E-commerce Settlements	156	7.2.1  跨境电商结算概述	156
7.2.2  Cross-border E-commerce Export Settlement	158	7.2.2  跨境电商出口结汇	158
7.2.3  Foreign Exchange Purchase for Import of Cross-border 
E-commerce	160	7.2.3  跨境电商进口购汇	160
7.2.4  Import and Export Financing of Cross-border E-commerce	162	7.2.4  跨境电商进出口融资	162
Chapter 8  Cross-border E-commerce Customer Service	165	第8章  跨境电商客户服务	165
8.1　Pre-Sale Service of Cross-border E-commerce	167	8.1　跨境电商售前服务	167
8.1.1  Understanding the Process of Making Goods	167	8.1.1  了解商品制作过程	167
8.1.2  Analyzing Financial Costs of Commodities	168	8.1.2  分析商品财务成本	168
8.1.3  Accounting for External Quotation of Commodities	168	8.1.3  核算商品对外报价	168
8.1.4  Setting up Artificial Intelligence Customer Service	168	8.1.4  设置人工智能客服	168
8.2　In-Sale Service of Cross-border E-commerce	169	8.2　跨境电商售中服务	169
8.2.1  Customer Counseling and Response	169	8.2.1  客户咨询与回复	169
8.2.2  Encouraging Customers to Place Orders and Making 
Payments	171	8.2.2  促成客户下单与付款	171
8.3　After-Sales Service of Cross-border E-commerce	173	8.3　跨境电商售后服务	173
8.3.1  Understanding the Collection Channels of the Platform	173	8.3.1  了解平台收款途径	173
8.3.2  Mastering After-Sales Evaluation and Dispute Handling 
Rules	174	8.3.2  掌握售后评价和纠纷处理
规则	174
8.3.3  Understanding the Punishment Regulations of the Platform	177	8.3.3  了解平台的处罚规定	177
8.3.4  Learning Customer Relationship Development and 
Maintenance	179	8.3.4  学习客户关系开发与维护	179

More than 2,000 years ago, the Ancient Silk Road, start-ing from Chang’an, connected the Eurasian continent and be-came an important economic and cultural link between the East and the West. Since the beginning of the 21st century, the rapid development of Internet technology has made it possible to "buy and sell globally", and cross-border e-commerce has built a worldwide "digital Silk Road". In 2022, OpenAI offi-cially launched the chatbot ChatGPT, making generative arti-ficial intelligence (AIGC) a global focal point. AIGC has be-come a novel operational method for cross-border e-commerce enterprises, leveraging deep learning algorithms and big data analysis to gain insights into consumer needs, and automati-cally generating diverse contents such as text, images, audio, and video. It provides a rich array of creative ideas, effectively promoting the integration of information, capital, material and talent flows between China and countries along the "Belt and Road" by technology flow, advancing the orderly flow and sharing of quality resources, and building a new digital glob-alization pattern that is "open, inclusive, balanced, and mutu-ally beneficial". The industry survey found that cross-border e-commerce enterprises are in urgent need of international, high-skilled and inter-disciplinary talents who can speak for-eign languages, understand international trade rules and net-work technologies. In September, 2016, our author group was the ?rst in China to teach cross-border e-commerce courses using the mode of Sino-foreign cooperation. Our group went abroad to teach in August, 2018. Consequently, we have ob-tained some teaching achievements both at home and abroad, and have accumulated valuable experience for the preparation of this book. 	2000多年前，古丝绸之路从长安出发，连接欧亚大陆，成为东西方经济文化的重要纽带。自21 世纪初以来，互联网技术迅猛发展，使“全球买、全球卖”成为可能，跨境电商为全球构建了“网上丝绸之路”。2022 年，OpenAI正式推出聊天机器人ChatGPT，生成式人工智能（AIGC）成了全球瞩目的焦点。AIGC成为跨境电商企业全新的运营方式，通过深度学习算法和大数据分析洞察客户需求，自动生成文本、图像、音视频等多种内容。它还提供了丰富多样的创意，通过技术流动有效推动了中国与“一带一路”沿线国家之间的信息、资金、物资和人才流动的交融，推进了优质资源的有序流动和共享，构建了“开放、包容、普惠、平衡、共赢”的数字全球化新格局。行业调研发现，跨境电商企业急需会外语、懂国际贸易规则和智能技术的国际化、高技能、复合型人才。2016 年9月，编写团队在国内首次采用中外合作的模式教授跨境电商课程。2018 年8 月，团队赴海外教学。因此，我们在国内外获得了一些教学成果，这为本书的编写积累了宝贵的经验。
In 2019, the Ministry of Education of the People’s Re-public of China decided to make cross-border e-commerce an independent major for higher education enrollment. In 2024, there are 367 universities across the country, including 24 undergraduate universities and 343 vocational colleges offer-ing cross-border e-commerce majors. With the popularization of digital teaching worldwide, not only school students and social students in China, but also more and more international students and overseas learners are joining the study of this major. This book was written to meet the needs of these learn-ers.	2019年，中华人民共和国教育部决定将跨境电子商务作为高等教育招生的独立专业。2024年，全国有367所大学开设跨境电子商务专业，其中包含24所本科院校和343所专科院校。随着数字化教学在全球范围内的普及，不只中国的在校生和社会人群，越来越多的留学生和境外学习者也在学习这个专业。本书正是为了满足这些学习者的需求而编写的。
This bilingual book has eight chapters. Chapter 1 briefly introduces the development experiences of cross-border e-commerce, global mainstream e-commerce platforms, talent demand, new technology application and other background information in this industry. The contents of Chapters 2 to 8 are organized according to the working process of cross-border e-commerce. They introduce online shop open-ing and product selection, posting and management, online marketing and planning, logistics and overseas warehouses, customs clearance practices, payment and settlement, customer service, etc.	本书共8章。第1章简要介绍了跨境电商的发展历程、全球主流电商平台和人才需求、新技术应用等行业背景。第2～8章，按跨境电商的工作流程系统地介绍了网上开店与选品、产品发布与管理、网络营销与策划、物流与海外仓、通关实务、支付与结算、客户服务等。
After learning this book, Chinese learners or non-Chinese speakers who want to improve their English communication skills can understand what cross-border e-commerce is, how to find the right products in China, and how to sell goods at the right price by using the right market-ing strategy on the right platform or independent station, and then send goods to global customers at the right time. If this book is used as a textbook, it is recommended that the total class hours be 46-60, including 4 class hours for the ?rst chapter and 6-8 class hours for the other chapters. It can also be adjusted to reduce or increase class hours according to teaching needs.	学习完本书，想提高英语交流能力的中国学习者或外国人能够了解什么是跨境电商，如何在中国找到合适的产品，以及如何通过合适的平台或独立站运用正确的营销方案以合适的价格销售产品，并在合适的时间将产品送到全球顾客手中。如将本书作为教材，建议总学时为46～60学时，其中第1章为4学时，其他章每章为6～8学时，也可视教学需要酌情减少或增加课时。
The main features of this book are as follows:	本书主要有以下特点：
1．Timeliness, integrity and scientific nature of the system
The authors are experts from this industry or teachers who teach this course at school, and they have all been en-gaged in bilingual teaching of cross-border e-commerce for many years. According to the students’ learning rules and op-eration procedures of cross-border e-commerce business, the authors not only summarize the common features of Alibaba, AliExpress, Amazon, eBay, Shopee, Lazada and other plat-forms, but also refine the characteristics of each platform to carry out business according to the e-commerce ecological environment in different countries.	1．及时性、完整性与体系科学性
编者均为从事多年跨境电商双语教学的学校教师或行业专家。根据学生的学习规律和跨境电商平台的操作流程，他们不仅总结了阿里巴巴国际站、速卖通、亚马逊、易贝、虾皮、Lazada等平台的共性，还提炼出每个平台的特点，以便根据不同国家的电商生态环境开展业务。
2．The effectiveness, practicability and diversity of the contents
This book designs the character image of Xiaowei, a be-ginner in cross-border e-commerce, and arranges the teaching contents by simulating the working process of Xiaowei enter-ing the cross-border e-commerce field as the mainline. Each chapter is subdivided into different sections of knowledge points and skill points for a topic. It may improve students’ knowledge and skills, and cultivate students’ professional qualities such as multicultural communication, international market insight, innovative spirit, and continuous learning. 	2．内容有效性、实用性、多样性
本书设计了跨境电商初学者小薇的人物形象来编排教学内容，以模拟该人物进入跨境电商领域的工作流程为主线。每章针对一个主题细分出不同板块的知识点和技能点，在提高学生知识、技能的同时，培育学生的多元文化沟通、国际市场洞察、创新精神、持续学习等职业素养。
3．The humanization, hierarchy and interaction of the structure
In order to help learners understand, all teaching con-tents, theoretical and practical exercises are in the form of Chinese and English. Each chapter completes one major task, which is embedded with the requirements of knowledge, skills and qualities.	3．结构人性化、层次性、互动性
为了帮助学习者理解，所有教学内容、理论和实操练习题都以中英文对照的形式出现。每章完成一项主要任务，其中包含对知识、技能、素养的要求。
4．The digital, flexible and real-time resources

This book provides a globally registered teaching re-source pack providing course standards, teaching plans, video, PPT, cases, question bank and answers, various examination papers, recommended simulation software, etc. The author will regularly communicate with readers and provide answers on the Internet, and all materials will be updated in real time, and teaching can be conducted flexibly according to the needs of teachers.	4．资源数字化、灵活性、实时性
本书配套提供可全球访问的教学资源包，包括课程标准、教学计划、视频、PPT、案例、题库、各类试卷和答案、推荐模拟软件等。作者将定期在网上与读者交流和提供答疑，所有资料都实时更新，教师可以根据自身需求灵活开展教学。
The overall framework of the book is written by Zhuyun Chen and Bolun Zhu from Zhejiang Polytechnic University of Mechanical and Electrical Engineering, a construction unit of National Demonstration Higher Vocational Colleges, and High-level Vocational Colleges with Chinese characteristics (A Level). Zhuyun Chen is responsible for Chapter 1 and Chapter 7-8, Mengyao Zhang is responsible for Chapter 2 and Chapter 5, Hao Hu is responsible for Chapter 3 and Chapter 4, Wenjue Cai is responsible for Chapter 6. The preface of this book and the overall editing of the entire book were complet-ed by Jing Yi. Dongxu Sui conducted meticulous proofread-ing work on this book. We feel grateful to Zi Li, General Manager of Hangzhou Lingju Chuanghai Information Con-sulting Co., Ltd., and Zhiping Yin, Senior Advisor in Col-lege-Enterprise Collaboration at Alibaba Intime Business Group, for providing guidance and valuable suggestions for the writing of this book. We would like to express our grati-tude to Kien Chai, the Director of the Overseas Department at Box Hill Institute in Australia, who leads a team of foreign experts to provide guidance.	本书由国家示范性高等职业院校、中国特色高水平高职学校建设单位（A档）浙江机电职业技术大学的陈竹韵和朱伯伦编写框架。陈竹韵负责编写第1章、第7 章、第8章，张梦瑶负责编写第2章、第5章，胡豪负责编写第3 章、第4 章，蔡雯珏负责编写第6章。本书的前言和全书的统稿工作由易静完成。隋东旭对本书做了细致的审校工作。感谢杭州领聚创海信息咨询有限公司总经理李姿、阿里巴巴银泰商业集团校企合作高级专家殷志平为本书的编写提供指导并提出宝贵建议。感谢澳大利亚博士山学院海外部主任Kien Chai率领外籍专家团队提供的指导。
The rapid development of cross-border e-commerce is inseparable from the strong support of Chinese government departments, the selfless work of obscure cross-border e-commerce practitioners, and the continuous exploration of college teachers, who have provided a large number of profes-sional talents for society. These together form a thriving eco-system that bene?ts consumers around the world. The authors would like to thank the China (Hangzhou) Cross-border E-commerce Comprehensive Pilot Zone and its subordinate parks for their strong support.	跨境电商的迅猛发展，离不开中国政府部门的大力支持。默默无闻的跨境电商从业者忘我工作，高校教师们在该领域不断探索，为社会输送了大量的专业人才。他们共同构建了整个欣欣向荣且能造福于全球消费者的生态圈。编者团队在此感谢中国（杭州）跨境电商综合试验区及下属园区的大力支持。
The development of Artificial intelligence, big data, vir-tual reality, cloud warehousing, and other technologies will continue to transform this young industry. Thanks to this era full of great changes and opportunities, we will always keep our original intention and keep moving forward.   	人工智能、大数据、虚拟现实、云仓储等技术的发展必将不断变革这个年轻的行业。感谢这个伟大变革和充满机会的时代，我们将永葆初心、不断前行。
In the process of writing this book, we strive for perfec-tion, but due to the limitations of our level, some errors are inevitable, please forgive us and point them out. If you have any questions, please contact us by email 940856915@ qq.com.	在本书的编写过程中，我们力求完美，但因水平所限难免有所疏漏，敬请包涵并指正。如有问题请发邮件至940856915@qq.com。
说明：本书提供的中文翻译旨在帮助学生学习和理解，并非机械地逐字逐句对应翻译。书中“跨境电子商务”与“跨境电商”两个概念都存在，因为在实际商务活动中混用已成行业习惯，语义是完全一致的。

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