1、HomeMain shortcutChapter Twelve Cross-border E-commerceHomeMain shortcutChapter Twelve Teaching objective After the study of this chapter,the students are expected to:Know what is e-commerce and cross-border e-commerce;Know how to design a web page and successfully market online;Learn to do business
2、 on the Internet.HomeMain shortcutChapter Twelve Background InformationE-commerce is the activity of buying or selling of products on online services or over the Internet.Electronic commerce draws on technologies such as mobile commerce,electronic funds transfer,supply chain management,Internet mark
3、eting,online transaction processing,electronic data interchange(EDI),inventory management systems,and automated data collection systems.HomeMain shortcutChapter Twelve Modern electronic commerce typically uses the World Wide Web for at least one part of the transactions life cycle although it may al
4、so use other technologies such as e-mail.Typical e-commerce transactions include the purchase of online books(such as Amazon)and music purchases(music download in the form of digital distribution such as iTunes Store),and to a less extent,customized/personalized online liquor store inventory service
5、s.There are three areas of e-commerce:online retailing,electric markets,and online auctions.E-commerce is supported by electronic business.HomeMain shortcutChapter Twelve v E-commerce businesses may also employ some or all of the followings:v Online shopping for retail sales direct to consumers via
6、Web sites and mobile apps,and conversational commerce via live chat,chatbots,and voice assistantsv Providing or participating in online marketplaces,which process third-party business-to-consumer or consumer-to-consumer salesv Business-to-business buying and selling;v Gathering and using demographic
7、 data through web contacts and social mediav Business-to-business(B2B)electronic data interchangeHomeMain shortcutChapter Twelve v Marketing to prospective and established customers by e-mail or fax(for example,with newsletters)v Engaging in pretail for launching new products and servicesv Online fi
8、nancial exchanges for currency exchanges or trading purposes.HomeMain shortcutChapter Twelve v International ecommerce is called cross-border e-commerce(CBEC),when consumers buy online from merchants,located in other countries and jurisdictions.The internet enables consumers to shop globally,by purc
9、hasing products and services across their border,driven by a common language,a common border,special offers,or simply because the product or service isnt available in the consumers own region.The increasing popularity of tablets and smartphones,allows consumers worldwide to compare prices,connect wi
10、th other consumers via social media,to discuss products and services,to select a web shop independent of its location and to transfer payments via their PC,laptop,mobile phone or tablet at any place,anytime,anywhere.HomeMain shortcutChapter TwelveNotes to background information:mobile commerce：移动电子商
11、务World Wide Web：国际互联网chatbot:a computer program designed to have a conversation with a human being,especially over the internet 聊天机器人pretail:online selling goods and services prior to availability for testing,building,and managing demand 预销售jurisdiction：the right to use an official power to make leg
12、al decisions,or the area where this right exists 管辖区域tablet：a small computer 平板电脑cross-border e-commerce(CBEC)：跨境电子商务HomeMain shortcutChapter Twelve Words and expressions:Dialogue 1v broaden v.扩大v outlet n.专卖店；直销店v Information Age 信息时代v electronic commerce 电子商务v commodity n.商品v entail v.需要HomeMain s
13、hortcutChapter Twelve Words and expressions:Supplementary useful words and expressions for web-based sales:v SEM：Search Engine Marketing 搜索引擎营销v SEO：Search Engine Optimization搜索引擎优化v PPC（Pay-per-Click）：根据点击广告或者电子邮件信息的用户数量来付费的一种网络广告定价模式。v PPL（Pay-per-Lead）：根据每次通过网络广告产生的引导付费的定价模式。例如，广告客户为访问者点击广告完成了在线表
14、单而向广告服务商付费。v CPO：Cost per Order 简称CPO，也称为Cost-per-Transaction，即根据每个订单/每次交易来收费的方式。HomeMain shortcutChapter Twelve Dialogue 2v web page 网页v rope in 拉来v smashing adj.好极了v sign up 签约v description n.说明，描述v cookie n.缓存（计算机）v stumble onto v.偶然发现v standby n.常备物HomeMain shortcutChapter Twelve Supplementary u
15、seful words and expressionsv FIRST VIEW：（首页浏览量）是指访问一个页面时，所看到的第一屏。这是投放广告的最佳位置，所以，做网页广告时一般都选择这个位置。v Hit：(点击)从一个网页提取信息点的数量。网页上的每一个图标、链接点都产生HIT，所以一篇网页的一次被访问由于所含图标数量，浏览器设置的不同，可以产生多次Hits。因此，用一段时间内有多少Hits来比较网站访问（点击）流量是不准确的。v Impression：(印象数)广告图片被访问的次数。v Interactive advertising：交互式广告。指具有交互性的各种形式广告，从广告媒体上包括网
16、络广告、无线广告、交互电视广告等，从广告形式上包括BANNER、赞助式广告、电子邮件广告、关键词检索、推荐式广告、分类广告等。HomeMain shortcutChapter Twelve Keys to the exercises1.1)outlet 2)browser 3)description 4)web page 5)transaction 6)log on 7)online shopping 8)broaden 9)e-commerce 10)information ageHomeMain shortcutChapter Twelve 2.1)a-4 b-2 c-1 d-3 e-52
17、)Open-ended questionHomeMain shortcutChapter Twelvev3.v1)(1)(1)Doing a good online business requires a little research and a small investment.(2)(2)Last month we had only 40 hits on our website.(3)(3)We need to maximize the opportunity to put our website first on the list of search engines.(4)(4)Bas
18、ed on these findings,I am absolutely convinced that the Internet is the future sales driver.(5)(5)E-commerce tort and e-commerce tort law are the key issues to be solved in e-commerce legislation in China.HomeMain shortcutChapter Twelvev2)(1)(1)有了好主意之后，可以注册域名、创建网站、电子邮件地址和托管服务来开店。(2)(2)电子商务是以科学技术为基础的
19、一种新的经济形态，它可以决定自身的经济特征，从而影响电子商务法律。(3)(3)我们的产品和价格都很好，但问题是没有人知道我们的网站。(4)(4)我们公司网站的点击率是多少?(5)(5)在线支付已经成为电子商务发展的重要环节。HomeMain shortcutChapter Twelvev 4.(1)(1)e-commerce(2)(2)anything to do with computers(3)(3)online booking systems(4)(4)buy plane tickets or reserve a hotel room(5)(5)credit cardHomeMain shortcutChapter Twelve
