跨境电商B2B实务（双语）
作 译 者：汤素娜
出 版 日 期：2026-08-01
书 代 号：G0529930
Ｉ Ｓ Ｂ Ｎ：9787121529931
图书简介：
本教材以“跨境电商 B2B 数据运营职业技能等级证书（中级）标准”为依据，以教育部《“十四五”职业教育规划教材建设实施方案》为指导，由校企双元团队联合开发。教材采用活页式、模块化结构，聚焦跨境电商 B2B 运营领域，是一本具有双语特色的专业教材。教材以“岗课赛证”融通为核心设计理念，精准对接跨境电商 B2B 店铺运营等岗位能力需求，内容覆盖跨境电商基础认知、B2B 平台入门、店铺建设与商品发布、B2B 营销、平台数据分析、商机获取、客户管理、交易管理、履约服务、平台规则、风险管控以及人工智能赋能跨境电商实践。教材采用双语设计，注重跨境电商岗位核心英语能力培养，通过分层语言训练与岗位实战场景的深度融合，强化学生在产品展示（详情页/视频）、营销推广（直播/文案）、客户服务（沟通/售后）等场景的英语应用能力。本教材既可作为职业院校商务英语、跨境电子商务、国际贸易等专业跨境电商 B2B 课程的教材，也可作为外贸企业从业人员的培训用书，旨在同步培养学生的跨境电商思维与实操能力，系统提升从事跨境电商工作所需的英语语言技能，助力培养兼具数字化运营能力与跨文化沟通素养的高素质技术技能人才。
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内容简介
本教材以“跨境电商 B2B 数据运营职业技能等级证书（中级）标准”为依据，以教育部《“十四五”职业教育规划教材建设实施方案》为指导，由校企双元团队联合开发。教材采用活页式、模块化结构，聚焦跨境电商 B2B 运营领域，是一本具有双语特色的专业教材。教材以“岗课赛证”融通为核心设计理念，精准对接跨境电商 B2B 店铺运营等岗位能力需求，内容覆盖跨境电商基础认知、B2B 平台入门、店铺建设与商品发布、B2B 营销、平台数据分析、商机获取、客户管理、交易管理、履约服务、平台规则、风险管控以及人工智能赋能跨境电商实践。教材采用双语设计，注重跨境电商岗位核心英语能力培养，通过分层语言训练与岗位实战场景的深度融合，强化学生在产品展示（详情页/视频）、营销推广（直播/文案）、客户服务（沟通/售后）等场景的英语应用能力。本教材既可作为职业院校商务英语、跨境电子商务、国际贸易等专业跨境电商 B2B 课程的教材，也可作为外贸企业从业人员的培训用书，旨在同步培养学生的跨境电商思维与实操能力，系统提升从事跨境电商工作所需的英语语言技能，助力培养兼具数字化运营能力与跨文化沟通素养的高素质技术技能人才。图书详情
ISBN：9787121529931开 本：16(185*260)页 数：198字 数：316本书目录
模块一 跨境电商基础认知 ··································································.1 Module One Fundamentals of Cross-border E-commerce 模块目标 Module Objectives ···································································.1 模块任务 Module Tasks··········································································.1 任务一 解析跨境电商类型与平台 ····························································.2 Task 1 Analyzing Cross-border E-commerce Types and Platforms 任务二 对比传统外贸与跨境电商优势 ······················································.3 Task 2 Comparing the Advantages of Cross-border E-commerce with Traditional International Trade 任务三 分析跨境电商平台盈利模式 ·························································.5 Task 3 Analyzing Profit Models of Cross-border E-commerce Platforms 模块二 跨境电商B2B平台入门····························································.8 Module Two Cross-border E-commerce B2B Platform Basics 模块目标 Module Objectives ···································································.8 模块任务 Module Tasks··········································································.8 任务一 解析 B2B 特征与业务模式 ···························································.9 Task 1 Analyzing B2B Features and Business Models 任务二 分析流量类型与获取策略 ····························································10 Task 2 Analyzing Traffic Types and Acquisition Strategies 任务三 掌握排序机制与优化方法 ····························································12 Task 3 Mastering Ranking Mechanisms and Optimization Methods 任务四 调研岗位职责与能力要求 ····························································16 Task 4 Researching Job Responsibilities and Skill Requirements VIII 跨境电商B2B实务（双语） 模块三 店铺建设与商品发布······························································.19 Module Three Store Setup and Product Launch 模块目标 Module Objectives··································································.19 模块任务 Module Tasks ········································································.19 任务一 完成账号注册与店铺开通···························································.20 Task 1 Executing Account Registration and Store Opening 任务二 制定关键词策略·······································································.22 Task 2 Developing Keyword Strategies 任务三 设计高转化产品标题·································································.26 Task 3 Designing High-conversion Product Titles 任务四 设计商品详情页·······································································.28 Task 4 Designing the Product Detail Pages 任务五 设计店铺视觉营销方案······························································.32 Task 5 Planning Store Visual Marketing Strategies 任务六 设计产品图片与视频·································································.36 Task 6 Creating Product Images and Videos 任务七 执行商品发布全流程·································································.45 Task 7 Executing Product Launch Process 模块四 跨境电商B2B营销 ································································.54 Module Four Cross-border E-commerce B2B Marketing 模块目标 Module Objectives··································································.54 模块任务 Module Tasks ········································································.54 任务一 了解平台营销活动····································································.55 Task 1 Getting to Know Platform Marketing Campaigns 任务二 设计店铺促销策略····································································.56 Task 2 Designing Store Promotion Strategies 任务三 优化付费广告方案····································································.59 Task 3 Optimizing Paid Advertising Campaigns 任务四 规划直播营销··········································································.64 Task 4 Planning Livestreaming Marketing 模块五 跨境电商B2B平台数据分析 ····················································.70 Module Five Data Analysis of Cross-border E-commerce B2B Platforms 模块目标 Module Objectives··································································.70 模块任务 Module Tasks ········································································.70 任务一 解析数据类型与分析工具···························································.71 Task 1 Decoding Data Types and Analytical Tools 目 录 IX CONTENTS 任务二 分析市场数据和竞争对手 ····························································72 Task 2 Analyzing Market Data and Competitor Data 任务三 分析客户数据 ···········································································81 Task 3 Analyzing Customer Data 任务四 产品数据分析与运营优化 ····························································89 Task 4 Analyzing Product Data and Optimizing Operations 模块六 商机获取·············································································.97 Module Six Acquisition of Business Opportunities 模块目标 Module Objectives ···································································97 模块任务 Module Tasks··········································································97 任务一 询盘回复 ·················································································98 Task 1 Replying to Inquiries 任务二 处理询盘并开展邮件营销 ····························································99 Task 2 Handling Inquiries and Conducting Email Direct Marketing(EDM) 任务三 筛选 RFQs 与制定报价·····························································.104 Task 3 Filtering RFQs and Preparing Quotations 模块七 客户管理·············································································113 Module Seven Customer Management 模块目标 Module Objectives ································································.113 模块任务 Module Tasks·······································································.113 任务一 理解客户管理 ········································································.113 Task 1 Understanding Customer Management 任务二 整合与管理客户信息 ·······························································.115 Task 2 Integrating and Managing Customer Information 任务三 客群管理 ··············································································.119 Task 3 Managing Customer Groups 任务四 开展客户营销 ········································································.122 Task 4 Executing Customer Marketing 模块八 交易管理·············································································127 Module Eight Transaction Management 模块目标 Module Objectives ································································.127 模块任务 Module Tasks·······································································.127 任务一 认识 B2B 交易管理 ·································································.128 Task 1 Understanding B2B Transaction Management 任务二 核算出口商品成本与制定价格策略 ·············································.129 X 跨境电商B2B实务（双语） Task 2 Calculating Export Product Costs and Developing Pricing Strategies 任务三 执行交易确认流程····································································132 Task 3 Executing Transaction Confirmation Process 任务四 跨境订单管理··········································································135 Task 4 Managing Cross-border Orders 任务五 操作信用保障订单····································································144 Task 5 Handling Trade Assurance Orders 任务六 实操一达通一站式服务······························································146 Task 6 Practical Operation of One Touch One-Stop Service 模块九 履约服务···········································································.149 Module Nine Fulfillment Service 模块目标 Module Objectives··································································149 模块任务 Module Tasks ········································································149 任务一 认识跨境电商 B2B 履约服务·······················································150 Task 1 Understanding Cross-border E-commerce B2B Fulfillment Service 任务二 办理与缮制外贸单证·································································151 Task 2 Preparing and Issuing Foreign Trade Documents 任务三 管理生产备货··········································································153 Task 3 Managing Production Preparation 任务四 选择与管理跨境物流方案···························································156 Task 4 Selecting and Managing Cross-border Logistics Solutions 任务五 操作跨境支付与处理结算纠纷·····················································157 Task 5 Operating Cross-border Payments and Handling Settlement Disputes 模块十 跨境电商B2B平台规则 ························································.161 Module Ten Rules for Cross-border E-commerce B2B Platforms 模块目标 Module Objectives··································································161 模块任务 Module Tasks ········································································161 任务一 认识知识产权··········································································162 Task 1 Getting to Know Intellectual Property 任务二 了解阿里巴巴国际站知识产权保护规则·········································163 Task 2 Understanding the IP Protection Rules on Alibaba.com 任务三 识别阿里巴巴国际站禁限售商品类别············································164 Task 3 Identifying Prohibited and Restricted Products on Alibaba.com 任务四 分析跨境电商知识产权侵权典型案例············································167 Task 4 Analyzing Typical Cases of Intellectual Property Infringement in Cross-border E-commerce 目 录 XI CONTENTS 模块十一 国际贸易风险与安全 ··························································171 Module Eleven The Risks and Security of International Trade 模块目标 Module Objectives ································································.171 模块任务 Module Tasks·······································································.171 任务一 识别跨境电商风险的类型 ·························································.172 Task 1 Identifying Types of Cross-border E-commerce Risks 任务二 防范国际贸易欺诈行为 ····························································.173 Task 2 Preventing International Trade Fraud 任务三 处理国际贸易投诉与纠纷 ·························································.175 Task 3 Handling International Trade Complaints and Disputes 模块十二 人工智能赋能跨境电商B2B实践···········································179 Module Twelve AI-empowered Cross-border E-commerce B2B Practices 模块目标 Module Objectives ································································.179 模块任务 Module Tasks·······································································.179 任务一 解析人工智能在跨境电商 B2B 中的核心应用场景··························.180 Task 1 Analyzing Core AI Application Scenarios in Cross-border E-commerce B2B 任务二 分析阿里巴巴国际站的人工智能赋能实践 ····································.182 Task 2 Analyzing AI Empowerment Practices of Alibaba.com 任务三 探讨人工智能赋能跨境电商 B2B 的发展趋势 ································.184 Task 3 Discussing Future Trends of AI in Cross-border E-commerce B2B展开前 言
为深入贯彻党的二十大报告中“统筹职业教育、高等教育、继续教育协同创新，推进职普融通、产教融合、科教融汇”的精神及全国职业教育大会精神，落实教育部《“十四五”职业教育规划教材建设实施方案》（以下简称《方案》）中“打造培根铸魂、启智增慧，适应时代要求的精品教材”的要求，本教材立足跨境电商 B2B 领域人才培养需求，由校企双元团队联合开发，采用模块化、任务式编写体例，形成“教、学、做、评”一体化教学资源，助力高素质技术技能人才培养。 一、新形态教材设计：宏观认知与微观实操融合 本教材严格遵循《方案》中“重点推动相关专业核心课程以真实生产项目、典型工作任务、案例等为载体组织教学单元”的要求，创新采用“宏观认知—微观操作—职业素养”三阶内容架构。 ● 宏观引领：模块一、模块二部分聚焦跨境电商及 B2B 平台基础理论，此后每个模块的任务一均为本模块打下认知基础，帮助学生建立全局思维框架，避免陷入单纯的平台操作细节。 ● 微观落地：从模块三开始，围绕“店铺搭建—营销推广—订单履约”全流程，将阿里巴巴国际站等平台的实操技能（如“阿里国际站 P4P 广告优化”“信保订单操作”）转化为“学一学”“做一做”等任务，站在平台商家视角设计“如何通过关键词策略提升曝光”“如何通过数据分析优化物流方案”等实战问题。 二、双语能力培养：聚焦跨境电商岗位核心语言需求 本教材通过设计“场景化双语教学+岗位语言能力实训”，同步提升学生的跨境电商思维与英语应用能力。 ● 分层语言内容设计：模块一任务二中的【读一读】选取宏观认知内容（如跨境电商行 业趋势以及其在中国蓬勃发展的原因），提供中英双语对照文本及核心术语词汇表；后续任务以中文实操为主，配套跨境电商英语词汇表，提供必要的中英双语材料（如英文直播脚本模板、投诉处理话术），并将更多双语资源纳入数字资源库，提升学习者从事跨境电商相关工作需要掌握的英语语言能力。 ● 岗位实战场景嵌入：聚焦跨境电商岗位高频英语应用场景，通过“做一做”任务强化 实战能力，包括产品详情页设计（撰写英文产品描述、优化卖点表达）、跨境直播（撰写英文脚本、训练口语讲解）、产品主图视频制作（录制英文演示视频、设计字幕脚本）、客户沟通（模拟英文询盘回复、处理售后问题）。 本教材通过“认知—术语—场景”三阶语言训练，助力学生掌握“产品呈现—营销推广—客户服务”的全流程英语技能，满足外贸企业对“懂业务+通语言”复合型人才的需求。 三、校企协同开发：产教深度融合，岗位需求无缝对接 本教材编写团队由职业院校教师、跨境电商企业一线运营专家（如阿里巴巴国际站金牌讲师、头部外贸企业运营总监）、行业协会顾问组成，共同完成“岗位能力分析—教学内容转化—实践项目设计”全流程开发。 ● 企业真实场景植入：企业专家深度参与“任务实施”模块，将“半托管服务规则解读” “海外仓备货策略制定”等真实业务场景转化为教学案例，确保教材内容与外贸业务员、跨境电商运营等岗位的核心需求（如询盘转化、客户投诉处理）无缝对接。 ● 岗位能力标准嵌入：参照外贸行业“跨境电商运营专员”职业能力要求，设计“关键词策略制定”“详情页视觉设计”“跨境直播脚本撰写”等实操任务，强化“客户沟通—订单管理—风险控制”全链条能力培养。 四、岗课赛证融通：以证促学，以赛提能 通过落实《方案》中“开展‘岗课赛证’融通教材建设”的要求，本教材实现了“岗位—证书—竞赛”三位一体能力培养。 ● 对接岗位技能：覆盖跨境电商运营、海外推广、直播运营等岗位群核心能力，如“数据化选品”“P4P 广告优化”等。 ● 对接职业技能等级证书标准：融入电子商务师（跨境电子商务师）四级考核要点，如平台操作、平台规则等。 ● 对接职业技能竞赛：对照全国职业院校技能大赛“跨境电子商务”赛项要求，将“跨境物流方案设计”“合规通关模拟”等竞赛模块转化为教学任务，提升学生的竞技能力与职业适应性。 五、课程思政融入：强化职业素养，服务国家战略 本教材以《方案》中的“全面落实课程思政要求”为指导，融入“中国制造业全球竞争力”“数字贸易强国建设”等内容，培养学生的家国情怀与行业责任感。同时，本教材在“跨境电商 B2B 平台规则”等模块中强化诚信守法教育，引导学生树立“合规即竞争力”的职业观念。 本教材聚焦跨境电商 B2B 这一外贸新业态，内容覆盖“多语言市场运营”“海外仓建设”等服务于国家“推进高水平对外开放”战略的相关知识，专设“人工智能赋能跨境电商 B2B实践”模块，助力学生掌握 AI 选品、智能客服等新技术应用能力，顺应数字经济发展需求，响应党的二十大报告中“推动高质量发展”的号召。 本教材可作为中等职业学校、高等职业院校跨境电子商务、国际商务等专业的核心教材，也可作为外贸企业从业人员的培训用书。我们将根据《方案》中“健全教材更新和调整机制”的要求，定期收集行业反馈，动态优化内容，努力打造经得起实践检验的职业教育精品教材。 本教材编写团队由校企双元专家组成，包括广东行政职业学院外语外贸学院（国际交流学院）副院长卢喜文，骨干教师汤素娜、尹智瑾、高颖欣、陈礼丹，以及广州市大洋信息技术股份有限公司的邓健宇等企业一线运营专家。本教材在编写过程中得到了广州市大洋信息技术股份有限公司等企业的大力支持，行业专家对教材结构、案例选取、实践任务设计提出了宝贵建议，在此致以诚挚的感谢。限于编写时间和水平，本书难免存在疏漏或不妥之处，恳请广大师生、行业同仁批评指正，以便后续修订完善。 编 者展开作者简介
汤素娜，女，讲师，硕士研究生，近年来主要从事商务英语专业课程的教学，并曾多年担任商务英语教研室主任；主要授课课程有商务英语听说、跨境电商、外贸英语函电等；双师型教师，取得笔译二级证书和英文导游证，有5年企业工作经验。主持市厅级等各级科研课题4项、教改课题2项，发表论文10余篇，出版译著1部，主编教材1部，副主编教材1部。曾获广东省高职院校英语教师教学技能大赛二等奖1次、校级教学奖二等奖2次、校级教学质量优秀奖2次，指导学生参加广东省教育厅主办的技能竞赛获奖5项，其他各级竞赛二、三等奖多项。 -
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