本书结合电子商务英语的实际教学需要，以培养学生实际应用能力为出发点，旨在提高学生的阅读与写作能力，拓宽学生的知识面，使其理解并掌握电子商务的基本概念、原理及发展趋势，从而促进学生英语技能与专业知识的全面发展。本书共有12个单元，每个单元涉及电子商务的一个主题，主要包括电子商务的基本概念、电子商务市场的基本架构、电子商务的主要模式、电子商务营销等。 本书适合电子商务专业及国际商务、国际贸易、市场营销、商务英语等专业的学生作为教材使用，同时对企业和商务人士，及有志于电子商务研究的读者也具有较大的参考价值。

前言
Unit 1 E-Commerce
Lesson 1 E-Commerce is Changing the World
Lesson 2 The Advantages of E-Commerce to Business
Reading Material 1 Major Players in China's B2C E-Commerce Industry
Unit 2 E-Commerce Market Mechanism
Lesson 3 What is E-Commerce
Lesson 4 General Framework for E-Commerce
Reading Material 2 The Advantages of E-Commerce System
Unit 3 The Major Models of E-Commerce
Lesson 5 What are B2B and B2C
Lesson 6 What are C2C and O2O
Reading Material 3 The Differences Between B2B, B2C, C2C, and Social Commerce
Unit 4 E-Marketing
Lesson 7 What is E-Commerce Marketing
Lesson 8 E-Commerce Marketing Ideas
Reading Material 4 Top E-Commerce Platforms
Unit 5 E-Commerce Customer Service
Lesson 9 What is E-Commerce Customer Service
Lesson 10 Important Customer Service Skills
Reading Material 5 Benefits of E-Commerce Customer Relationship Management
Unit 6 E-Commerce Payment
Lesson 11 Common E-Commerce Payment Methods
Lesson 12 Online Electronic Funds Transfer and Debit Card
Lesson 13 Make a Payment on an Amazon Store Card or Amazon Secured Card Account
Reading Material 6 Technology Trends Affecting E-Commerce
Unit 7 E-Commerce Law
Lesson 14 How to Provide Order Tracking for Your E-Commerce Customers
Lesson 15 Legislation Framework Keeping Cyberspace Safe
Lesson 16 Privacy and Confidentiality in an E-Commerce World
Reading Material 7 Computer Virus
Unit 8 E-Commerce Logistics
Lesson 17 Key Factors to Consider When Choosing a Logistics Partner
Lesson 18 How E-Commerce is Shaping Retail Logistics in China
Reading Material 8 Logistics: The Secret Ingredient in China's E-Commerce
Unit 9 Mobile E-Commerce
Lesson 19 What is the Mobile E-Commerce
Lesson 20 A Guide for Selling on AliExpress
Lesson 21 The Challenges and Solutions of Mobile E-Commerce
Reading Material 9 The Future of Mobile E-Commerce
Unit 10 Cross-Border E-Commerce
Lesson 22 What is Cross-Border E-Commerce
Lesson 23 Your Guide to Cross-Border E-Commerce in China
Reading Material 10 Why Cross-Border E-Commerce is the Future of E-Commerce
Unit 11 Live-Streaming E-Commerce
Lesson 24 What is the Live-Streaming E-Commerce
Lesson 25 How to Start Your Own Successful Live-Streaming E-Commerce
Lesson 26 Live-Streaming E-Commerce Development in China
Reading Material 11 The Future of Live-Streaming E-Commerce
Unit 12 Rural E-Commerce
Lesson 27 What is the Rural E-Commerce
Lesson 28 How to Open a Store and Sell Your Agricultural Products on the Taobao App
Lesson 29 Rural E-Commerce Development in China
Reading Material 12 Rural E-Commerce Lifts Farming Sector
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