本书内容从跨境电商的定义和发展历史入手，包含了跨境电商的模式分类，世界范围内的知名跨境电商平台，跨境电商营销，跨境电商物流，跨境电商支付，中国跨境电商的发展状况，知名跨境电商平台、成就、政策和实践、监管和运营，以及跨境电商的未来机会和挑战。本书既有全球视野，又有中国角度，非常适合电子商务专业人士和本科、专科生作为入门级知识研读，进而进入跨境电商的研究和实践。

谢桂梅，女，北京物资学院副教授，发表论文20余篇，著作5部。主讲《国际贸易实务》、《大学英语》等课程，发表论文《北京市普通高校大学英语动机衰竭实证研究》等10几篇。

Chapter 1 Ecommerce and Cross-border Ecommerce 电商和跨境电商
1.1 Definition of Ecommerce电商的定义
1.2 Cross-border Ecommerce 跨境电商
1.3 Difference with Traditional Commerce 与传统商务的区别
1.4 Trends of Cross-border Ecommerce 跨境电商的趋势
1.5 Development of Ecommerce 电商的发展
1.6 Advantages of Cross-border Ecommerce 跨境电商的优势
1.7 Challenges of Cross-border Ecommerce 跨境电商的挑战
1.8 Ecommerce, Ebusiness and Digital Commerce 电子商务、电商(企业)和数字商务
Words and Phrases 词汇和短语
Exercise 练习
Chapter 2 Business Models of Cross-border Ecommerce 跨境电商商业模式
2.1 Classifications of Cross-border Ecommerce 跨境电商分类
2.2 Business to Consumer (B2C) Model B2C模式
2.3 Business to Business (B2B) Model B2B模式
2.4 Consumer to Consumer (C2C) Model C2C模式
2.5 Mobile Ecommerce 移动电商
2.6 Social Ecommerce 社交电商
2.7 Local Ecommerce 本地电商
2.8 The Situation of Cross-border Ecommerce 跨境电商现状
Words and Phrases 词汇和短语
Exercise 练习
Chapter 3 Cross-border Ecommerce Marketing 跨境电商营销
3.1 Consumer Behaviour and Customer Retention 消费者行为和顾客留存
3.2 Classifications of Marketing 营销分类
3.3 Main Channels of Marketing 主要营销渠道
3.4 Theories in CBEC Marketing 跨境电商营销理论
3.5 New Practice in Marketing 营销实践
3.6 Pricing Strategies in Marketing 营销定价策略
Words and Phrases 词汇和短语
Exercise 练习
Chapter 4 Logistics and Supply Chain in Cross-border Ecommerce 跨境电商物流和供应链
4.1 Logistics and Supply Chain 物流和供应链
4.2 Factors Influencing Logistics Freight 物流运费的影响因素
4.3 Logistics Modes in Cross-border Ecommerce 跨境电商物流模式
4.43 PL,4PLand Logistics Alliance 第三方物流、第四方物流和物流联盟
Words and Phrases 词汇和短语
Exercise 练习
Chapter 5 Cross-border Ecommerce Payment 跨境电商支付
5.1 Types of Electronic Payment 电子支付类型
5.2 Popular Practice in CBEC Payment 跨境电商主要支付实践
5.3 Electronic Payment in China 中国的电子支付
5.4 International E-payment Business Operation 国际电商支付业务运作
5.5 New Fin-tech新金融科技
Words and Phrases 词汇和短语
Exercise 练习
Chapter 6 China’s Cross-border Ecommerce Platforms 中国的跨境电商平台
6.1 China's Cross-border Ecommerce 中国跨境电商
6.2 Alibaba’s Cross-border Ecommerce 阿里巴巴跨境电商
6.3 B2B Exporting Platforms B2B出口平台
6.4 B2C Exporting Platforms B2C出口平台
6.5 B2C Importing Platforms B2C进口平台
6.6 Mixed B2C/C2C Im/exporting Apps 混合 B2C/C2C 进/出口应用程序
Words and Phrases 词汇和短语
Exercise 练习
Chapter 7 Policy, Practice and Innovation of China's Cross-border Ecommerce 中国跨境电商政策、实践和创新
7.1 Policy in China 中国的政策
7.2 China's CBEC Practice 中国跨境电商的实践
7.3 China's Cross-border Ecommerce Innovation 中国跨境电商的创新
7.4 Overseas Warehouse海外仓
Words and Phrases 词汇和短语
Exercise 练习
Chapter 8 Supervision and Future of Cross-border Ecommerce
跨境电商监管和未来
8.1 Modes of Supervision in CBEC 跨境电商监管模式
8.2 Achievements of China's CBEC 中国跨境电商的成就
8.3 Trends of Cross-border Ecommerce 跨境电商的未来
8.4 Challenges in CBEC 跨境电商的挑战
Words and Phrases 词汇和短语
Exercise 练习
References