《跨境電商實(shí)用英語(yǔ)》課件Unit 3-Chapter 4

Platform-insideMarketing跨境電商實(shí)用英語(yǔ)Chapter4Unit3Pre-saleServicesofCross-borderE-commerce跨境電商系列教材Acquirebasicknowledgeaboutplatform-insidemarketingtoolsofAliExpress1Learntherelativewordsandexpressions2UnderstandtheprocedureofcreatingandmanagingpromotionactivitiesandcampaignsonAliExpress3ChapterGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upTask:Marketingandpromotionactivitiesareimportanttoanonlinestore.Lookatthefollowingstore,anddiscusswithapartnerabouthowthestorepromotionswillaffectyourpurchasedecisionifyouareabuyer.PART1Warming-upPARTTWOPassageReadingPART2PassageReadingWhatshouldwedoafterwecompletethestoreregistration,productsselection,productsprocessinganduploading,storedecorationandotherpreparatorywork,butfindthatthereisnoincreaseinstorevisits,productsexposureandotherrelevantdata?Storemarketingandpromotioncanhelpusattractcustomers,increasevisitsandexposureofourstoreandproducts,bringingmoreordersandtransactions.Ingeneral,storemarketingisdividedintoplatform-insidemarketingandplatform-outsidemarketing.Inthischapter,wewillmainlyintroducethemethodandskillsofplatform-insidemarketing.

Platform-insidemarketingmeanstoadvertiseandpromotethestoreandproductsbyusingthemarketingtoolsprovidedbythird-partyCross-borderE-commerceplatforms.AmongthemajorCross-borderE-commerceplatforms,AliExpressprovidesthemosteffectiveandlargestnumberofplatform-insidemarketingtoolstosellers.Someofthesemarketingtoolsarepaid,whileothersarefree.Platform-insideMarketing

PaidmarketingtoolsofAliExpressaremainlyKeywordProandAffiliateProgram.KeywordProisakindofP4Padvertisement(PayforPerformance).Sellerscansetkeywordsaboutthestoreorproductstopromotethem.Whenthebuyersearchescertainkeywords,thecorrespondingproductswillappearinthesearchresult.AliExpresswillchargetheselleronlywhenthebuyerclicksthepromotionproducts.Duetotheefficiencyofthispay-per-clickadvertising,KeywordProcanquicklyincreasethepageviewsofthestore,andattractmorebuyers.PART2PassageReading

Aftersettingthekeywordsandproductsyouwanttopromote,theselleralsoneedstosetabiddingpriceforthekeywords,whichwilldirectlyaffecttherankingofyourproductsinthesearchresult.Inaddition,thestore’sproductinformationquality,relevancebetweenproductsandkeywords,consumerperception,accountqualityandotherscoresalsoplaykeyrolesintheoverallranking.WecansetthedailyadvertisingbudgettocontrolthecostofKeywordPro,andanalyzethedatareportstodeterminewhethertoadjustthekeywordsandbidstrategy.PART2PassageReading

AnotherpaidpromotionmethodisAffiliateProgram.AffiliateProgramisalsopaidbytheresults.IfthesellerreceivesanorderthroughAffiliateProgram,heneedstopaythecommissionaccordingtothepre-setrate.Thecommissionrateisdecidedbytheseller,anditgenerallyrangesfrom3%to50%.DifferentfromKeywordPro,AffiliateProgramonlychargestheselleraftertheorderisprocessed.Inotherwords,thereisnofeeifthereisnotransaction.Wecansetthecommissionratethrough“MyAliExpress”–“Promotions”,andjoinAffiliateProgram.PART2PassageReadingPART2PassageReadingBesidesKeywordProandAffiliateProgram,AliExpressalsoprovidessellerswithfourkindsofstorepromotiontools:LimitedTimePromotions,FixedDiscounts,SellerCoupons,andStoreDiscounts.Sellerscancreateandmanagethesefourstorepromotionactivitiesat“MyAliExpress”–“Promotions”–“StorePromotions”.LimitedTimePromotionsandStoreDiscountscangreatlyimprovethepageviewsandproductsexposurewithinashorttime,andbringalargenumberoforders.Especiallyfornewstores,theeffectisimmediate.Beforeyoustartthesetwoactivities,makesurethatyouareready.Forexample,ifyouaregoingtotake50%offaproduct,youshouldraisethepriceproperlywhenuploadingtheproduct,becauseAliExpressputsgreateffortsagainstfalsediscounts.Ifyoudonothaveanypreparation,itislikelytolosemoney.

FixedDiscountsmeansthatyoucangetacertainamountoffwhenthepurchasereachesacertainamount.Themainpurposeofthisactivityistostimulatebuyerstobuymoreproducts,andincreaseaveragesalesperbuyer.Therefore,beforewestartthisactivity,weneedtoknowaveragesalesperbuyerofourstore,andthisdatacanbefoundat“DataMatrix”–“StorePerformanceAnalysis”–“TransactionAnalysis”.PART2PassageReadingPART2PassageReadingJustasFixedDiscounts,SellerCouponscanalsoincreaseaveragesalesperbuyer.Inaddition,SellerCouponsisalsoaveryeffectivemarketingtoolforregularcustomers.Besidesofferingcouponstobuyersinthestore,wecanalsosendcouponstoregularcustomerstoattractthemtocomebackandpurchaseagaininourstore.Whencreatingthesepromotionactivities,wemustpayattentionthatthestartandendtimeareU.S.Pacifictime.Ingeneral,thestartandendtimeshouldbesetduringtheeveningprimetimeforforeigncustomers,whichismorelikelytobringbettermarketingresults.Inaddition,activitiesneedtobecreatedatleast48hoursinadvance.Forsomepopularpromotionaltimeperiods,suchasThanksgivingandChristmas,wemustbepreparedearly.

Whetheritispaidmarketingtoolsorstorepromotions,thepurposeisalwaystoincreasethepageviewsofthestoreandbringmoreorders.Onlyifwemakefulluseofeverymarketingtool,andletthemcooperatewitheachother,canweachievethebestmarketingresults.NewWordspreparatory[pr??p?r?tri]adj.1NewWorddoneinordertoprepareforsth.準(zhǔn)備的；預(yù)備的

e.g.Ⅰ)Atleastoneyear’spreparatoryworkwillbenecessarybeforebuildingthetunnel.在開(kāi)始建造隧道前，至少需要做一年的準(zhǔn)備工作。

Ⅱ)Ministersfrombothcountriesagreedtoholdapreparatorymeetingbeforetheformalconferencenextmonth.在下月的正式會(huì)面前，兩國(guó)部長(zhǎng)同意先舉行一個(gè)預(yù)備會(huì)議。返回transaction[tr?n?z?k?n]n.01NewWord2apieceofbusinessthatisdonebetweenpeople,especiallyanactofbuyingorselling（一筆）交易；業(yè)務(wù)；買賣e.g.Ⅰ)Wecanmakehugeprofitfromthistransaction.我們能從這筆交易中獲得巨額的利潤(rùn)。Ⅱ)Ifyoucanlowerthepricefor10%,wecanconcludethetransaction.如果你方能降價(jià)10%，我們就能達(dá)成協(xié)議了。返回affiliate[??f?lie?t]n.NewWord3anorganizationwhichisofficiallyconnectedwithanother,largerorganizationorisamemberofit分支機(jī)構(gòu)e.g.Ⅰ)Withaffiliatemarketing,youwon'tneedtoworryabouttheproductsyouhavetosell.加入合作營(yíng)銷計(jì)劃，你就不用擔(dān)心你的產(chǎn)品賣不出去。Ⅱ)TheWorldChessFederationhasaffiliatesinaround120countries.

國(guó)際象棋聯(lián)合會(huì)在大約120個(gè)國(guó)家設(shè)有分支機(jī)構(gòu)。返回corresponding[?k?r??sp?nd??]adj.NewWord4matchingorconnectedwithsth.thatyouhavejustmentioned符合的；相應(yīng)的e.g.Ⅰ)Ourprofitshaverisenby15%comparedwiththecorrespondingperiodlastyear.

我們的利潤(rùn)與去年同期相比增長(zhǎng)了15%。Ⅱ)Allrightscomewithcorrespondingresponsibilities.

一切權(quán)利都伴隨著與之相對(duì)應(yīng)的責(zé)任。返回relevance

['rel?v?ns]n.5NewWordtherelationofsomethingtothematterathand相關(guān)性；關(guān)聯(lián)e.g.Ⅰ)Politicians’privateliveshavenorelevancetotheirpublicroles.政治家的私生活與他們的政治角色不相關(guān)。Ⅱ)WhencustomerssearchsomethingonAliExpress,theresultsarerankedbysearchrelevance.

當(dāng)顧客在速賣通上進(jìn)行搜索時(shí)，搜索結(jié)果按照相關(guān)性進(jìn)行排序。返回commission

[k??m??n]n.01NewWord6asumofmoneypaidtoacompanyorwebsiteforeverysalethatastoremakes傭金

e.g.Ⅰ)Thesalespeopleworkoncommissiononly.銷售員只拿銷售傭金。Ⅱ)Whenwecalculateourcost,wemustconsiderthecommission.當(dāng)我們計(jì)算成本時(shí)，我們必須考慮到網(wǎng)站傭金。返回coupon

[?ku:p?n]n.NewWord7asmallpieceofprintedpaperthatyoucanexchangeforsth.orthatgivesyoutherighttobuysth.atacheaperpricethannormal優(yōu)惠券e.g.Ⅰ)Manystoresgivecustomerscouponstoattractthemtocomebackandpurchaseagain.為了吸引顧客再次光顧并消費(fèi)，許多商家給顧客發(fā)放優(yōu)惠券。Ⅱ)Ifyoupresentthiscouponwithyounexttimewhenyouvisit,youcanget5dollarsoffforpurchaseover30dollars.如果當(dāng)你下次光顧時(shí)出示這張優(yōu)惠券，你可以得到購(gòu)物滿30美金立減5美金的優(yōu)惠。返回properly

[?pr?p?li]adv.NewWord8inawaythatiscorrectand/orappropriate正確地；適當(dāng)?shù)?/p>

e.g.Ⅰ)Mycomputerisnotworkingproperly.我的電腦運(yùn)作不正常。Ⅱ)Ifyoudoyourexerciseoftenandproperly,youwillgetfirmarms.如果你能經(jīng)常正確地鍛煉，你能得到強(qiáng)壯的雙臂。返回

matrix[?me?tr?ks]n.9NewWordanarrangementofnumbers,symbols,etc.inrowsandcolumns,treatedasasinglequantity矩陣

e.g.Ⅰ)Matrixisabasicconceptinmathematics.矩陣是數(shù)學(xué)中一個(gè)基本的概念。Ⅱ)DataMatrixiswhereyoucanseeallthesalesandperformancedataofyourstoreonAliExpress.數(shù)據(jù)縱橫是速賣通上我們能看到店鋪所有銷售和表現(xiàn)數(shù)據(jù)的地方。返回achieve[??t?i:v]v.01NewWord10tosucceedinreachingaparticulargoal,statusorstandard,especiallybymakinganeffortforalongtime達(dá)到；完成

e.g.Ⅰ)Wewillworkhardtoachieveourgoals.我們將會(huì)為實(shí)現(xiàn)我們的目標(biāo)而努力。Ⅱ)Ourcollegestrivestotreatstudentsasindividualsandtohelpeachonetoachievetheirfullpotential.我們學(xué)院力求對(duì)每一個(gè)學(xué)生因材施教，并幫助他們充分發(fā)揮其潛力。返回Phrases&Expressionsbiddingprice競(jìng)價(jià)價(jià)格；投標(biāo)價(jià)格01P&E

e.g.Ⅰ)Offeringacompetitivebiddingpriceiscrucialinapublictender.在公開(kāi)投標(biāo)中，提供一個(gè)有競(jìng)爭(zhēng)力的投標(biāo)價(jià)格是很關(guān)鍵的。Ⅱ)Thebiddingpriceisusuallybetweenthecompany’soperatingcostsandthecontrolprice.一般來(lái)說(shuō)，投標(biāo)價(jià)格介于企業(yè)的運(yùn)營(yíng)成本和招標(biāo)控制價(jià)之間。Phrases&Expressions01P&E02consumerperception消費(fèi)者知覺(jué)Phrases&Expressions

e.g.Ⅰ)Consumerperceptiononproduct'sconsumptionvalueistheimportantbasisoftheirchoicebehavior..消費(fèi)者對(duì)產(chǎn)品消費(fèi)價(jià)值的感知是消費(fèi)者選擇行為的重要依據(jù)。Ⅱ)Consumerperceptionisamarketingconceptthatencompassesacustomer'simpression,awarenessand/orconsciousnessaboutacompanyoritsofferings.消費(fèi)者知覺(jué)是一個(gè)市場(chǎng)營(yíng)銷概念，是指消費(fèi)者對(duì)于一家公司或其產(chǎn)品的印象和認(rèn)識(shí)。P&E03raisetheprice提價(jià)

e.g.Ⅰ)Wehavetoraisethepricebecauseoftherisingcost.由于成本上漲，我們不得不提價(jià)。Ⅱ)

Storesmayraisethepriceinordertoearnextraprofits.為了獲得超額利潤(rùn)，一些商家可能會(huì)提價(jià)。Phrases&ExpressionsP&E04stimulate…to

刺激/激勵(lì)某人做某事Phrases&Expressions

e.g.Ⅰ)Stresscansometimesstimulatepeopletoworkhard.壓力有時(shí)能激勵(lì)人們更努力工作。Ⅱ)

Usingsomepositiveexamplescanstimulatestudentstostudytheirknowledgeandsetrightoutlookonlife運(yùn)用一些積極的案例可以激發(fā)學(xué)生的學(xué)習(xí)興趣，并樹(shù)立正確的人生觀。regularcustomer常客；老顧客05P&E

e.g.Ⅰ)Weareregularcustomers,socanyougiveusadiscount?我們是老顧客了，你能給我們打個(gè)折嗎？Ⅱ)

Wesendemailstoourregularcustomerswhenwehavenewarrivalsorpromotions.當(dāng)我們上新或促銷時(shí)，我們給老顧客群發(fā)郵件。Phrases&ExpressionsP&E06primetime黃金時(shí)間

e.g.Ⅰ)Summerisprimetimefortraveling.夏季是旅游的黃金時(shí)段。Ⅱ)

Primetimecommercialscanbeveryexpensive.黃金時(shí)段的廣告費(fèi)非常昂貴。Phrases&ExpressionsP&E07inadvance提前；預(yù)先；事先Phrases&Expressions

e.g.Ⅰ)Whenyourentanapartment,usuallyyouhavetopayhalfyear’srentinadvance.當(dāng)你租房子時(shí)，一般來(lái)說(shuō)你需要預(yù)交半年的房租。Ⅱ)

Theprofessoraskedeveryonetosubmitquestionsinadvanceofthemeeting.教授請(qǐng)每位同學(xué)在會(huì)議之前提交問(wèn)題。Task1Workinpairs.Readthepassageandanswerthefollowingquestions.1Whatcanmarketingandpromotionactivitiesbringtothestore?2Whatisplatform-insidemarketingandplatform-outsidemarketing?3WhataresometipsforcreatingstorepromotionactivitiesonAliExpress?Task21.Youaretoothin.Youarenoteating________.2.Thishospitalisan________ofalocaluniversity.3.The____________rateofAliExpressiseither5%or8%dependingontheproductcategory.4.Youmustchoosethebestanswerandmarkthe______________letterontheanswersheet.5.Ican’t________successwithoutyoursupport6.Securitycheckshadbeencarriedout____________tothePresident'svisit.7.Thetwocompanieshavecometoanagreement,butneithersidewoulddisclosedetailsofthis________.8.Hisspeechhaslittle___________tothetopicoftheforum.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.

properly

affiliate

commission

corresponding

achieve

preparatory

transaction

relevanceTask31.在直通車中對(duì)關(guān)鍵詞的出價(jià)過(guò)高或過(guò)低都不利于產(chǎn)品的曝光。(biddingprice)______________________________________________________________2.我們至少需要提價(jià)20%，不然將會(huì)