“跨境电商英语”是跨境电商专业和方向的核心基础课程，中国人民大学出版社与时俱进，组织18所高校和企业的28位教师和跨境电商企业经理编写了这部《跨境电商英语教程》。本教材的整体特点是：将跨境电商英语知识传授、能力培养与价值观塑造紧密融合。具体特点如下：1.内容系统、科学：涵盖跨境电商的所有主要领域。2.理论与实践结合：邀请跨境电商企业一线经理参与教材策划和编写。3.适合本科和高职高专：参编教师既有本科高校教师，也有高职高专高校教授跨境电商的教师，了解学生的实际需求。4.知识前沿：所有素材均选自最新的官方网站及教材。5.案例教学法：每章均有案例。6.课程思政：选取中国元素、中国案例、中国文化。7.教辅齐全：包括课件、练习答案及3套试题及答案。学生学习本教材后，不仅能掌握跨境电商的主要英语词汇及知识，而且能熟悉跨境电商的整个流程及特点。

Chapter 01 Introduction to Cross-Border E-Commerce
Case Study China’s JD．com Pitches Cross-Border E-Commerce to UK SMEs
Text Chinese Cross-Border E-Commerce Overview
Joyful Moment The Best Salesman in the World
Chinese Culture Tour The History of Tea
Chapter 02 Platform Research of Cross-Border E-Commerce
Case Study Cross-Border E-Commerce in Russia Is Booming
Text Domestic Cosmetics Looking Pretty Overseas
Joyful Moment I'm Just Kidding
Chinese Culture Tour Chinese Paper-Cut
Chapter 03 Determining the Marketing Plan
Case Study Live-Streaming to Vitalize Cross-Border E-Commerce
Text Social Media Marketing for Businesses
Joyful Moment A Concert
Chinese Culture Tour The Beauty of Hanfu
Chapter 04 New Products Launch
Case Study Apple Inc．―Apple Park Visitor Center
Text Introducing a New Product in the Market
Joyful Moment The Mean Man's Party
Chinese Culture Tour Traditional Chinese Medicine
Chapter 05 Advertising and Marketing Planning
Case Study GoTen at Fair KWA to Empower Businesses by Dropshipping
Text Publicis Helps a Leading Beauty Brand Bring Awareness to Their Skin Care Products on Amazon． ae
Joyful Moment A Linguistics Professor Is Lecturing his Class
Chinese Culture Tour Confucianism
Chapter 06 Customer Service
Case Study Alibaba's Customer-Service Bot Upgraded Ahead of 11．11
Text How to Deliver an Excellent Customer Experience?
Joyful Moment New Employer
Chinese Culture Tour The Art of Chinese Dietary
Chapter 07 Logistics and Management
Case Study Supply Chain Transformation―Reduces Costs， Improves Service
Text Three Strategies to Overcome the Challenges of Cross-Border E-Commerce Logistics
Joyful Moment Expensive Price
Chinese Culture Tour A Brief Introduction of Calligraphy
Chapter 08 Data Analysis
Case Study Make Mother’s Day Profitable for Your Amazon Store
Text Are You Creating Your Amazon SKUs the Wrong Way?
Joyful Moment A Terrible Business
Chinese Culture Tour Suzhou Classical Gardens
Chapter 09 Marketing Modes of Cross-Border E-Commerce
Case Study IndiaMART―the Evolving B2B Marketplace
Text Top Global B2B E-Commerce Marketplaces
Joyful Moment It Is Too Much
Chinese Culture Tour Chinese Dining Culture
Chapter 10 Marketing Subject Positioning and Product Selection
Case Study Shanghai Asian Development Prosperous Import & Export Co． Ltd (ADP)―Offer Indian Clients Domestic Electronic Parts
Text Steps to Succeeding in Cross-Border E-Commerce
Joyful Moment Can I Hold You?
Chinese Culture Tour The Dragon-Boat Festival
Chapter 11 Product Promotion of Cross-Border E-Commerce
Case Study WeChat―The Marketing Agency Advantage
Text 16 Best Tips for Blog Promotion
Joyful Moment Taking Attendance
Chinese Culture Tour Chinese Peking Opera
Chapter 12 Web Store Design
Case Study The Design Theory Behind Amazon's Success
Text 9 Web Design Best Practices for Greater Business Success
Joyful Moment The Goose with the Golden Eggs
Chinese Culture Tour Four Great Inventions in Modern China
Chapter 13 Customer Development
Case Study What Is Customer Development?
Text Email Marketing Best Practices： How We Create Emails That Sell
Joyful Moment Treat Others as You Want to be Treated
Chinese Culture Tour Embroidery
Chapter 14 Channels to Enter a New E-commerce Market
Case Study Cross-Border E-Commerce Receives Boost in Shandong
Text Cross-Border E-Commerce (CBEC)： New Opportunity for Imported Health Food to Enter the Chinese Market
Joyful Moment Even My Driver Can Answer That Question
Chinese Culture Tour Chinese Zodiac Culture
Chapter 15 Cross-cultural Communication in E-commerce
Case Study Amazon to Shutter China Platform for Domestic Third-Party Sellers (Revised)
Text How Cultural Differences Impact E-Commerce Buying Experience (Excerpt)
Joyful Moment From Now on， I am Acting Like a Lady
Chinese Culture Tour Tai Chi (Taijiquan)