《跨境電子商務(wù)雙語(yǔ)教程》習(xí)題和答案

《跨境電子商務(wù)雙語(yǔ)教程》練習(xí)題庫(kù)

QuestionBankfor《BilingualCourseofCross-Border

E-Commerce》

2023年1月

InJanuary,2023

Chapter1AnIntroductiontoCross-BorderE-Commerce

第1章跨境電商緒論

1.Multiplechoice單選題

(1)()ThemainpurposeoftheactionofChinesegovernmentforcross-border

E-commerceisto,supportandleadtheoperationofelectroniccross-border

commerceintherightdirection.

A.removeobstaclesB.addmoretaxes

C.addmorerestrictionsD.removee-businesscustomers

(2)()Alibaba'smajorbusinessesandthebusinessesofitsrelatedcompanies

includeB2Bplatform,B2Cplatforms,ando

A.logisticstechnologyB.financeC.amusementD.allrelatedindustry

(3)()InMarch,StateCouncilagreedtosetupthefirstnational

comprehensivepilotareaofcross-borderE-commerceinHangzhou.

A.2014B.2015C.2016D.2017

(4)()TypicalB2Bplatformis.

A.AmazonB.WishC.AliExpressD.Made-in-China

(5)()Teamworkisthecollaborativeeffortofagroupofinterdependent

individualstoachieveacommongoalortocompleteataskinthemost

way.

A.profitableB.effectiveandefficientC.difficultD.lucrative

(1)()中國(guó)政府對(duì)跨境電子商務(wù)采取行動(dòng)的主要目的是在正確的方向上____,支持和

引導(dǎo)電子跨境貿(mào)易的運(yùn)作。

A.消除障礙B.增加稅收C.增加更多限制D.取消電子商務(wù)客戶

(2)()阿里巴巴的主要業(yè)務(wù)及其關(guān)聯(lián)公司的業(yè)務(wù)包括B2B平臺(tái)，B2c平臺(tái)和。

A.物流技術(shù)B.財(cái)務(wù)C.娛樂(lè)D.全部相關(guān)業(yè)務(wù)

(3)()年3月，國(guó)務(wù)院同意在杭州設(shè)立第一個(gè)國(guó)家跨境電子商務(wù)綜合試驗(yàn)區(qū)。

A.2014B.2015C.2016D.2017

(4)()典型的B2B平臺(tái)是。

A.亞馬遜B.WISHC.速賣通D.中國(guó)制造網(wǎng)

(5)()團(tuán)隊(duì)合作是一組相互依存的個(gè)人為達(dá)成共同目標(biāo)或以最大的方式完成任務(wù)

而進(jìn)行的合作。

A.盈利B.有效和高效C.困難D.有利可圖

2.TrueorFalse判斷題

(1)()^Electroniccommerceonlymeansconsumersshoppingonthee-business

platform.

(2)()TheAsia-Pacificregionisstilltheagglomerationandpioneeringplace

oftheglobalE-commercemarketinrecent5years.

(3)()ThemostcommonlyE-commercetypesusedisbusiness-to-government.

(4)()PureonlineE-commerceispowerful,itcannotreplacetheexperienceof

realofflineproducts.

(5)()Virtualrealityiscurrentlytheultimateapplicationformofmultimedia

technology.Itintegratestherapidlydevelopingwisdomofcomputersoftwareand

hardware,sensing,robots,artificialintelligenceandbehavioralpsychology.

(1)()“電子商務(wù)”僅指消費(fèi)者在電商平臺(tái)購(gòu)物。

(2)()亞太地區(qū)仍是近5年來(lái)全球電子商務(wù)市場(chǎng)的集聚和開拓地。

(3)()最常用的電子商務(wù)模式是企業(yè)對(duì)政府。

(4)()雖然純粹的在線電子商務(wù)功能強(qiáng)大，但它無(wú)法替代真正離線產(chǎn)品的體驗(yàn)。

(5)()虛擬現(xiàn)實(shí)是目前多媒體技術(shù)的終極應(yīng)用形式，它集計(jì)算機(jī)軟硬件、傳感、機(jī)器人、

人工智能及行為心理學(xué)等科學(xué)領(lǐng)域飛速發(fā)展的智慧。

3.Casestudy案例分析

RhinoIntelligentManufacturing

AlibabaestablishedanewmanufacturingteaminAugust2017andbegantodevelop

rhinosmartmanufacturing;itwasestablishedinHangzhouinMarch2018.OnSeptember

16,2020,Ali，s“bigprojectthatwaskeptsecretforthreeyears“andthenew

manufacturingplatform"RhinoSmartManufacturing"wereofficiallyannounced.

RhinoIntelligentManufacturingisnotsimplyanupgradeoftheproductionline,

nordoesitusemachinestoreplacelabor,butusesdigitaltechnologytoconstruct

anewecology.Thefront-endconnects800millionconsumersonAlibaba，sretail

platform,andtheback-endconnectsrawmaterials,productionworkshops,logistics

providersandmillionsofsmallandmedium-sizedbusinessesonTaobaoandTmall.The

consumerdemandfromTaobaoTmalTsfront-endinsightscanbetransmittedtothe

productionendwithzerotimedifference.Throughtheflexibleproductionlineafter

I0Ttransformation,itcanrespondquickly,manufactureproductsinashorttime,

andmarketthemforverification.

Toputitsimply,itistousealgorithmsanddatatoenablethesupplyanddemand

sidestofacilitatetransactionsinamoreaccurateandefficientmanner,asfar

aspossibletoavoidinventorybacklogsandlong-termshortages.

Resource:hIIps:〃www.xisiuim.com/homu

Question:

(1)Howtomakethishappen?

(2)WhatwillbeAlibaba'snextmove?

(3)Howdoesyourteamremaininvincibleinthemarket?

犀牛智造

gjygS阿里巴巴在2017年8月成立新制造團(tuán)隊(duì)，開始研發(fā)犀牛智造，2018年3

遵月在杭州正式成立.2020年9月16日，阿里“保密三年的大項(xiàng)目”、新制造平

臺(tái)“犀牛智造”正式面市。

犀牛智造不是簡(jiǎn)單的生產(chǎn)線升級(jí)，更不是用機(jī)器替代人工，而是利用數(shù)字技術(shù)建構(gòu)個(gè)新

的生態(tài)。它前端連接阿里零售平臺(tái)上的8億消費(fèi)者，后端連接原材料、生產(chǎn)車間、物流和電

商平臺(tái)淘寶天貓數(shù)以百萬(wàn)計(jì)的中小商家。線上電商發(fā)現(xiàn)的消費(fèi)需求可零時(shí)差傳遞到工廠，通

過(guò)柔性生產(chǎn)線能迅速做出反應(yīng)，短期內(nèi)制造出產(chǎn)品，并推到市場(chǎng)進(jìn)行驗(yàn)證。簡(jiǎn)單而言，就是

阿里利用算法和數(shù)據(jù)，讓供需兩端以更精準(zhǔn)更高效的方式匹配來(lái)達(dá)成交易，最大限度避免工

廠庫(kù)存積壓及長(zhǎng)期缺貨的情況發(fā)生。

資料來(lái)源：https:〃www.xiniuim.com/home

問(wèn)題：

(1)犀牛智造是如何變成現(xiàn)實(shí)的？

(2)你預(yù)計(jì)阿里巴巴的下一步將做什么？

(3)你的團(tuán)隊(duì)如何在市場(chǎng)上立于不敗之地？

4.Comprehensivetask綜合任務(wù)

(1)Groupwork:Promoteyourcross-bordere-commerceteamonsocialmedia

Setupa4-6membercross-bordere-commerceteamwithyourpartners,andthen

dividetheworkaccordingtoyourpersonalstrengths,andusethelatesttechnology

topubliclypublish30-120secondsofinformationoninternationalsocialmedia

(1)小組作業(yè)：在社交媒體上宣傳您的跨境電商團(tuán)隊(duì)

與您的小伙伴們組建4-6人的跨境電商團(tuán)隊(duì)，然后依據(jù)個(gè)人特長(zhǎng)進(jìn)行崗位分工，用最新

技術(shù)在國(guó)際社交媒體上公開發(fā)表30-120秒的資料

(2)Individualwork:Industryinvestigation

Pleaseinvestigatecross-borderE-commerceindustryabout6differentjobsand

planyourcareer

?Drawatablefor6differentrelatedjobsandnumbersrequiredforrecent3

monthsonHRrecruitmentwebsites

?Findatleast3levelsforthese6jobs,andrelatedsalaries

?Analyseyourstrengthsandweaknesses

?Findonecareerpathforyourself,drawadetailedtableaboutdifferentlevels

ofknowledge,skillsandqualitiesrequiredtofulfilltasksforthelowestlevel

tothehighestlevel

(2)個(gè)人作業(yè)：行業(yè)調(diào)研

請(qǐng)開展跨境電商行業(yè)的6種不同崗位調(diào)研，謀劃自身職業(yè)發(fā)展

?調(diào)研近三個(gè)月來(lái)某網(wǎng)站跨境電商人才需求的6個(gè)相關(guān)崗位和各崗位需求人數(shù)

?跨境電商企業(yè)6個(gè)不同崗位的三個(gè)發(fā)展層級(jí)和薪酬

?分析自身的優(yōu)缺點(diǎn)

?選定一個(gè)職業(yè)發(fā)展意向崗位，請(qǐng)列出從低到高層的不同知識(shí)、技能和素養(yǎng)要求

Chapter2Cross-BorderE-CommerceOnlineShopOpeningand

ProductSelection

第2章跨境電商網(wǎng)上開店與選品

1.Multiplechoice單選題

(1)()Whichdepartmentshouldcross-borderE-commercecompaniesapplyforcustoms

registrationcertificate?

A.IndustrialandCommercialBureauB.Inspectionandquarantinedepartment

B.CustomsdepartmentD.MinistryofCommerce

(2)()Whichofthefollowingplatformsisknownas〃theinternationalversion

ofTaobao”?

A.ShopeeB.AliExpressPlatform

C.AmazonPlatformD.eBayPlatform

(3)()WhichtargetmarketistheShopeeplatformmainlyaimedat?

A.NorthAmericaB.SouthAmericaC.EuropeD.SoutheastAsia

(4)()Whichofthefollowingisaconsiderationfactorforproductselection?

A.LowprofitmarginB.Complexafter-salesservice

C.SmallmarketpotentialD.Highrepurchaserate

(5)()Whatisthedisadvantageofonlinesourcechannelofcross-borderE-commerce

products?

A.HighcostsB.Invisiblephysicalgoods

C.HardtotransportD.Unstablesupplyofgoods

(1)()跨境電商企業(yè)應(yīng)當(dāng)向哪個(gè)部門申請(qǐng)報(bào)關(guān)登記證？

A.工商局B.檢驗(yàn)檢疫部門C.海關(guān)部門D.商務(wù)部

(2)()以下哪個(gè)平臺(tái)被稱為“國(guó)際版淘寶”？

A.蝦皮平臺(tái)B.速賣通平臺(tái)C.亞馬遜平臺(tái)D.eBay平臺(tái)

(3)()Shopee平臺(tái)主要針對(duì)哪個(gè)目標(biāo)市場(chǎng)？

A.北美B.南美C.歐洲D(zhuǎn).東南亞

(4)()以下哪一項(xiàng)是選品的考量因素？

A.低利潤(rùn)率B.復(fù)雜的售后服務(wù)

C.市場(chǎng)潛力小D.高復(fù)購(gòu)率

(5)()跨境電商選品的線上貨源渠道的缺點(diǎn)是什么？

A.成本較高B.不可見實(shí)物

C.運(yùn)輸困難D.貨源供應(yīng)不穩(wěn)定

2.TrueorFalse判斷題

(1)()Bothdomesticandoverseascompaniescanapplyforcross-borderE-commerce

filingqualification.

(2)()ComparedwithAliExpress,Amazonhasahigherentrythreshold.

(3)()TheeBayplatformmainlyusesPayPalforsettlement.

(4)()GoogleTrendsisaninternaldataanalysistool.

(5)()ODMmeansthatthecompanydoesnotdirectlyproducetheproduct,butuses

thecoretechnologytodesign,developtheproduct,andcontrolthesaleschannel.

Thespecificprocessingtaskswillbecompletedbyothercompanies.

(1)()境內(nèi)和境外企業(yè)都可以辦理跨境電商備案。

(2)()與速賣通相比，亞馬遜入駐門檻較高。

(3)()eBay平臺(tái)主要使用PayPal進(jìn)行結(jié)算。

(4)()GoogleTrends是一種內(nèi)部數(shù)據(jù)分析工具。

(5)()0DM是生產(chǎn)者不直接生產(chǎn)產(chǎn)品，而是利用自己掌握的核心技術(shù)，負(fù)責(zé)設(shè)計(jì)和開

發(fā)、控制銷售渠道，由其他企業(yè)完成具體的加工任務(wù)。

3.Casestudy案例分析

“Sweepingrobots"boom

AffectedbyCOVID-19,theglobaleconomicsituationhaschangeddramatically,

andmanycompanieshavesuccessivelyannouncedthattheirfinancialperformanceis

worrying,andevenworsethanexpected.However,theoutstandingperformanceofsome

companiesisunexpected,thatis,iRobot,themanufacturerofRoombahousehold

robots.

TheRoombaisapie-shapedrobotthatusessensorsinsidetoguidetherobot

tovacuum,interactsinterestinglywithpets,andiswidelyusedtocleanhomes

aroundtheworld.Butnoonewouldhaveexpectedthatthisrobotvacuumcleanerwould

becomeahotsellerduringtheepidemic,andthesalesoftheproductwouldnot

decreasebutincrease.ChiefExecutiveColinAngelmentionedinarecentstatement:

“Thefinancialresultsforthesecondquarterof2020areexpectedtobemuchbetter

thanourexpectations.

Thecompanyhaspreviouslystatedthatitsrevenueinthesecondquarterwill

beslightlylowerthanthe$193millioninthefirstquarter,withanalysts

predictinga30%drop.Butnow,thecompanyexpectsrevenueinthesecondquarter

toreachorevenexceed260million,showingatrendofgrowth.Thereportalso

mentioned"stronggrowthinordersforhigh-endproducts,〃suchastheRoombas9

seriesofhigh-endsweepingrobots,whichsellforupto$1,000.

Resource:https://www.irobot.cn/about-irobot/company-information/

Question:

(1)Whycanthesweepingrobotgoagainstthetrendandbecomethebestselling

product?

(2)Ifyouareacross-borderE-commerceseller,howwillyouusedataanalytics

toolstoanalyzesalestrends,searchtrends,etc.,tocapturethemarket

opportunity?

(3)Throughthisexample,whatnewinspirationdoyouhaveforcross-border

E-commerceproductselection?

“掃地機(jī)器人”熱潮

受到新冠疫情和其他各種因素的影響，全球經(jīng)濟(jì)風(fēng)云突變，各大公司相繼宣布公司的財(cái)

務(wù)業(yè)績(jī)堪憂，甚至比預(yù)想中的還要糟糕得多。不過(guò)，有的公司的出眾表現(xiàn)是出人意料的，那

便是iRobot公司Roomba家用機(jī)器人制造商。

Roomba是一個(gè)餅狀的吸塵機(jī)器人，通過(guò)內(nèi)部的傳感器引導(dǎo)機(jī)器人吸塵，它還能與寵物

進(jìn)行有趣互動(dòng)，廣泛運(yùn)用于世界各地家庭清潔。但沒人會(huì)預(yù)料到這款機(jī)器人吸塵器會(huì)成為疫

情期間的熱賣品，產(chǎn)品銷量不減反增，iRobot公司對(duì)此也十分意外。首席執(zhí)行官科林?安

格爾在最近一份報(bào)表中提到：“預(yù)計(jì)2020年二季度的財(cái)務(wù)業(yè)績(jī)比我們預(yù)期要好得多J

該公司此前曾表示，二季度營(yíng)收將略低于一季度的1.93億美元,分析師預(yù)估降幅為30%o

但現(xiàn)如今，公司預(yù)計(jì)二季度營(yíng)收將達(dá)到2.6億甚至超過(guò)這一數(shù)值，呈現(xiàn)出健康增長(zhǎng)的態(tài)勢(shì)。

報(bào)表中還特別提到了“高端產(chǎn)品訂單增長(zhǎng)強(qiáng)勁”，比如Roombas9系列這款高端掃地機(jī)器人，

其售價(jià)高達(dá)1000美元。

資料來(lái)源：Resource:https:〃www.irobot.cn/about-irobot/company-information/

問(wèn)題：

(1)掃地機(jī)器人為何能夠逆勢(shì)而行，成為銷量王者？

(2)如果你是跨境電商賣家，你將如何運(yùn)用數(shù)據(jù)分析工具，來(lái)分析這類產(chǎn)品的銷售趨勢(shì)、

搜索熱度等，以抓住這個(gè)市場(chǎng)機(jī)遇？

(3)通過(guò)這個(gè)例子，你對(duì)跨境電商選品有什么新的啟發(fā)？

4.Comprehensivetask綜合任務(wù)

Groupwork:小組作業(yè)

(1)CompletestoreregistrationasanenterpriseonAlibabaInternationalSupplier,

AliExpress,Amazon,eBay,andShopeeplatforms.

Organize4-6membersineachgroupandcompletethebusinessstoreregistration

accordingtothedifferentrulesofeachplatform.

(2)Aftercompletingthestoreregistration,selectthetargetmarkettheproducts.

Afterinvestigatingandanalysingtheconsumptionbehaviorofoverseas

customers,selectthetargetmarketfortheproduct.Usedataanalysistoolsto

researchhot-sellingproductsinthetargetmarket,andthenselectproducts

accordingtotherulesofeachplatform.

(1)在阿里巴巴國(guó)際站、速賣通、亞馬遜、eBay、蝦皮平臺(tái)上，以企業(yè)身份模擬完成店鋪

注冊(cè)。

每組4-6人,根據(jù)每個(gè)平臺(tái)不同規(guī)則完成企業(yè)店鋪?zhàn)?cè)。

(2)完成店鋪?zhàn)?cè)后，選擇目標(biāo)市場(chǎng)，進(jìn)行選品。

對(duì)海外客戶的消費(fèi)行為調(diào)研和分析，選擇產(chǎn)品的目標(biāo)市場(chǎng)。利用數(shù)據(jù)分析工具研究目標(biāo)

市場(chǎng)的熱銷商品，然后根據(jù)各個(gè)平臺(tái)的規(guī)則進(jìn)行選品。

Chapter3PostingandManagementofCross-BorderE-Commerce

Products

第3章跨境電商產(chǎn)品刊登與管理

1.Multiplechoice單選題

(1)()ThecharacteristicsofAliExpressproducttitle:

A.Within128charactersB.within200characters

C.musthavepunctuationD.mustcontainverb

(2)()WhichofthefollowingcontentcannotappearinthetitleofAmazonproducts

A.BrandB.ModelC.MarketingwordsD.ProductFeatures

(3)()WhichofthefollowingpicturesisnotacceptedbyAmazonplatform,

A.BMPB.JPEGC.GIFD.TIFF

(4)()Whichofthefollowingcategoriescanusemodelsforthemainimageon

Amazon?

A.BagsB.JewelryC.ShoesD.Underwear

(5)()Whichoffollowingisnotcorrectchoicewhencreatinganewlistingon

eBay?

A.ProductdetailsB.Sellingdetails

C.ShippingdetailsD.Logisticdetails

(1)()速賣通產(chǎn)品標(biāo)題的特征__________:

A.字?jǐn)?shù)128個(gè)字符以內(nèi)B.字?jǐn)?shù)200個(gè)字符以內(nèi)C.必須有標(biāo)點(diǎn)符號(hào)D.必須含動(dòng)詞

(2)()以下內(nèi)容是不能出現(xiàn)在亞馬遜商品的標(biāo)題。

A.品牌B.型號(hào)C.營(yíng)銷詞D.產(chǎn)品特性

(3)()以下格式的圖片，亞馬遜平臺(tái)不接受。

A.BMPB.JPEGC.GIFD.TIFF

(4)()亞馬遜下面類目的主圖可以使用模特？

A.箱包B.珠寶C.鞋子D.內(nèi)衣

(5)()在eBay平臺(tái)上刊登新產(chǎn)品時(shí)，如下選項(xiàng)不包括的是?

A.產(chǎn)品細(xì)節(jié)B.銷售細(xì)節(jié)

C.運(yùn)輸細(xì)節(jié)D.物流細(xì)節(jié)

2.TrueorFalse判斷題

(1)()ThemainimageoftheAliExpressplatformmusthaveasolidcolorbackground,

awatermark,andalogopastedontheupperrightcorneroftheimage.Thevideo

generallylastsfor3minutes.

(2)()Thetitleofcross-borderE-commerceplatformproductsmustbecompiled

throughdetailedinvestigation,datacollectionandanalysistogetavocabulary,

andthenconnectthewordsinthecorrectorder.

(3)()Thelongestsideofproductmainimagemustbeatleast800pixelsonAmazon

(4)()Theauxiliaryproductimageofshouldpreferablyhaveapurewhite

backgroundlikethemainimage,butitisnotnecessaryonAmazon.

(5)()Itisallowedtouploadavideowithonly20secondslengthonShopeewhen

creatinganewlisting.

(1)()速賣通平臺(tái)主圖必須有純色背景，水印，LOGO粘在圖片右上角，視頻一般時(shí)長(zhǎng)

為3分鐘。

(2)()跨境電商平臺(tái)產(chǎn)品的標(biāo)題編寫必須經(jīng)過(guò)詳細(xì)地調(diào)查研究，收集和分析數(shù)據(jù)以得出

詞表，然后按正確的順序連接詞語(yǔ)。

(3)()亞馬遜平臺(tái)產(chǎn)品主圖最長(zhǎng)邊必須至少為800像素

(4)()亞馬遜平臺(tái)產(chǎn)品輔圖最好也是和主圖一樣是純白的背景，但不是必須的。

(5)()在Shopee上刊登新產(chǎn)品時(shí)，僅允許上傳20秒長(zhǎng)度的視頻。

3.Casestudy案例分析

(1)Thechildren'sclothesexportedbyacompanytoacountryintheEuropeanUnion

throughtheexpressplatformweredecoratedwithpaillettes,whichwerereturned.

Whataretherequirementsforchildren，swearexportedfromEU?

(1)某公司通過(guò)速賣通平臺(tái)向歐盟某國(guó)出口兒童服裝上有珠片做成的漂亮裝飾，結(jié)果被退貨。

對(duì)歐盟出口的童裝有什么要求？

(2)IfyouwereanAmazonsellerselling3Cproducts,theplatforminformedthat

youhaveviolatedtherules,butyouhavecheckedtheoperations,products,listings

andthereisnoviolation.Therefore,youneedtowriteanemailofcomplaintto

Amazon.

(2)假設(shè)你是在亞馬遜平臺(tái)經(jīng)營(yíng)3c產(chǎn)品的賣家，被平臺(tái)通知出現(xiàn)違規(guī)，但經(jīng)過(guò)對(duì)流程、產(chǎn)

品等檢查時(shí)未發(fā)生違規(guī)，因此你得撰寫一份申訴郵件。

4.Comprehensivetask綜合任務(wù)

Individualwork:個(gè)人作業(yè)

(1)Pleaselogonto,searchfor"womeneveningdress”,andfind

threelistingtitlesthatyouthinkmeetthetitledraftingprinciples

(1)請(qǐng)登陸www.amazon,com,搜索〃womeneveningdress找出三個(gè)你認(rèn)為符合標(biāo)題擬

定原則的listing的標(biāo)題

(2)TrytodiscussthepolicyofAmazon,especiallytheFBArules,andmakeanexample

toillustratetheplatformpolicy.Writeabout500-wordreport.

嘗試討論一下亞馬遜政策，特別是FBA規(guī)則，并舉例說(shuō)明平臺(tái)政策，撰寫一份中英文各

500字的報(bào)告。

Chapter4OnlineMarketingandPlanningofCross-Border

E-Commerce

第4章跨境電商網(wǎng)絡(luò)營(yíng)銷與策劃

1.Multiplechoice單選題

(1)()Whichoneoffollowingarenotexternalmicroenvironmentmembers?

A.CompetitorB.Supplier

C.CustomerD.Exchangerate

(2)()Astonewproductspricingstrategy,whichoneoffollowingiscorrect?

A.SkimmingpricingstrategyB.Penetrationpricingstrategy

C.SatisfactionpricingstrategyD.Allofthem

(3)()AstoSocialMediaMarketing(SMM),Whichoneoffollowingstatementis

notcorrect?

A.SMMcanhelpenhanceproductsalesandbrandinfluence

B.SMMcaneffectivelyreducethemarketingcostofenterprises

C.ThespecificmethodsofSMMmainlyincludesearchengineoptimizationandpaid

promotion.

D.SMMcanrealizetheprecisionmarketingoftargetusers

(4)()Astoshortvideomarketing,Whichoffollowingstatementarenotcorrect?

A.Shortvideomarketingisakindofcontentmarketing

B.Advertisingproductplacementmarketingofinfluenceristhemostlyusedwayto

dotheshortvideomarketingforcross-borderE-commerceenterprises

C.Shortvideomarketinghasthecharacteristicsofinteractivity

I).Atpresent,shortvideosaremainlyspreadonmobilephones

(5)()IntheAliExpressplatform,whichoneoffollowingmarketingtoolcan

increasetheaveragetransactionvalue?

A.Fullstorediscount

B.Falshsales

C.xxxoffonpurchaseoverxxx

D.Limitedtimeandlimitedquantitydiscount

(1)()下列哪一項(xiàng)不是外部微環(huán)境成員？

A.競(jìng)爭(zhēng)對(duì)手B.供應(yīng)商

C.客戶D.匯率

(2)()關(guān)于跨境電商新產(chǎn)品定價(jià)策略，以下哪個(gè)選項(xiàng)是正確的？

A、略讀定價(jià)策略B.滲透定價(jià)策略

C、滿意定價(jià)策略D.全部都是

(3)()以下哪項(xiàng)關(guān)于社交媒體營(yíng)銷(SMM)的陳述不正確？

A、SMM有助于提高產(chǎn)品銷售和品牌影響力

B、SMM能有效降低企業(yè)的營(yíng)銷成本

C、SMM的具體方法主要包括搜索引擎優(yōu)化和付費(fèi)推廣

D、SMM可以實(shí)現(xiàn)對(duì)目標(biāo)用戶的精準(zhǔn)營(yíng)銷

(4)()以下哪項(xiàng)關(guān)于短視頻營(yíng)銷的陳述是不正確的？

A、短視頻營(yíng)銷是一種內(nèi)容營(yíng)銷

B、網(wǎng)紅廣告植入式營(yíng)銷是跨境電商企業(yè)進(jìn)行短視頻營(yíng)銷的主要方式

C、短視頻營(yíng)銷具有互動(dòng)性的特點(diǎn)

D、目前，短視頻主要通過(guò)手機(jī)傳播

(5)()在AliExpress平臺(tái)中，以下哪種站內(nèi)營(yíng)銷工具可以增加客單價(jià)？

A、全店鋪打折B、秒殺

C、全店鋪滿減活動(dòng)D、限時(shí)限量折扣

2.TrueorFalse判斷題

(1)()ThepoliticalfactorsinPESTanalysismainlyincludepoliticalsituation,

unexpectedpoliticalevents,politicalstability,relevantgovernmenttrade

policies,relevantlawsandregulations.

(2)()ThemostfamoussocialnetworkplatformsareDingtalk,YouTubeand

Instagram..

(3)()Atpresent,theglobalmainstreamsearchenginesincludeGoogle,Bing,

Yahoo,Baidu,Yandex,etc.

(4)()InAliExpressplatform,thefullstorediscountisadiscounttoolthat

thesellercanchoosetheproductandtimeoftheactivity,setthepromotion

discountandinventory.

(5)()Thespecificmethodsofsearchenginemarketingmainlyincludesearch

engineoptimizationandpaidpromotion.

(1)()PEST分析中的政治因素主要包括政治形勢(shì)、突發(fā)政治事件、政治穩(wěn)定、政府

相關(guān)貿(mào)易政策以及相關(guān)法律法規(guī)。

(2)()最著名的社交網(wǎng)絡(luò)平臺(tái)是釘釘、YouTube和Instagram.。

(3)()目前全球主流搜索引擎包括谷歌、必應(yīng)、雅虎、百度、Yandex等。

(4)()在速賣通平臺(tái)中，全店鋪打折是一種折扣工具，賣家可以選擇活動(dòng)的產(chǎn)品和時(shí)

間，設(shè)置促銷折扣和庫(kù)存。

(5)()搜索引擎營(yíng)銷的具體方法主要包括搜索引擎優(yōu)化和付費(fèi)推廣。

3.Casestudy案例分析

AnkerInnovation

Ankerinnovationwasfoundedin2011.ItsmainbusinessistoproduceAnkerbrand

smartchargersandmobilepowersupplies,andsellitsproductstotheworldthrough

Amazon,AliExpress,eBayandothercross-borderE-commerceplatforms.Anker

innovationisthefirstsellerofcross-borderE-commerceinChina.Inrecentyears,

theinnovativeproductlineofAnkerhasbecomemoreandmoreabundant.Ithasalso

developedanumberofsmarthardwarebrandssuchassmarthomeEufyandsmart

ProjectionNebula,andhasachievedverygoodresultsinoverseasmarkets.Anker

InnovationwaslistedontheShenzhenStockExchangeonAugust24,2020.

Intheearlydays,Ankerreliedontheinfluencermarketingontheforumwhen

doingoverseasmarketing.BecauseAnkerisascientificandtechnologicalproduct,

itfoundsomescientificandtechnologicalforums,andsentproductstoinfluencer

forfree,andthengetsattentionthroughinfluencerevaluationarticles.Atthe

sametime,Ankerpaysmoreattentiontotheuniquevalueofvideo,whichisintuitive,

conciseandpersuasive.AnkeropenedtheofficialaccountofYouTubeinNovember

2012.Sofar,ithasreleased79videosandwatchedmorethan94milliontimes.

AnkerhasalsoestablisheditsownmainaccountsonFacebook,Twitter,Instagram

andLinked-intolaunchnewproducts,dailypublicityanduserinteraction.For

example,Facebookhasaccumulated360,000fans.Inrecentyears,Ankerhasbeen

increasinginvestmentintheofficialwebsiteofthebrand(orbrandindependent

station).ThesignificanceofAnkeristoopenupabrandexclusivestage,andall

itsnewproductswillbesoldontheofficialwebsitefirst.Alotoftrafficis

directguideindependentstation,themostdirectreflectedintheofficialwebsite

salesperformance.From2017to2020,Anker*srevenueshareinAmazonwilldecrease

yearbyyear,whiletherevenueshareofindependentstationsontheofficialwebsite

willcontinuetoincrease.Thishasalsobecomethetargetformanycross-border

E-commerceenterprisestoimitatetheconstructionofindependentstations.

Resource:https://www.anker,com/

Question:

(1)HowdoesAnkerdocross-borderE-commercemarketinginthiscase?

(2)WhatdoyouexpectAnkertodonext?

(3)Whatistheinspirationofthiscasetoyouwhoarestartingacross-border

E-commercebusiness?

安克創(chuàng)新

安克創(chuàng)新成立于2011年，主營(yíng)業(yè)務(wù)是生產(chǎn)Anker品牌的智

能充電器和移動(dòng)電源，并通過(guò)亞馬遜、速賣通、eBay等跨境電

子商務(wù)平臺(tái)將自己產(chǎn)品銷往全球，是中國(guó)跨境電商第一賣家。最

近這幾年安克創(chuàng)新的產(chǎn)品線也越來(lái)越豐富，還開拓了智能家居

Eufy、

智能投影Nebula等多個(gè)智能硬件品牌，并在海外市場(chǎng)取得了非常不錯(cuò)的成績(jī)。安克創(chuàng)新于

2020年8月24日在深交所創(chuàng)業(yè)板掛牌上市。

早期的Anker在做海外營(yíng)銷的時(shí)候，依賴論壇上的紅人營(yíng)銷的。因?yàn)锳nker是科技產(chǎn)

品，所以找了很多科技電子類的論壇，通過(guò)免費(fèi)寄送產(chǎn)品給紅人，進(jìn)而通過(guò)紅人測(cè)評(píng)文章獲

得關(guān)注。同時(shí)，Anker比較注重視頻這種方式對(duì)用戶直接詮釋產(chǎn)品特點(diǎn)的獨(dú)有價(jià)值，直觀、

簡(jiǎn)潔，并且具有說(shuō)服力。Anker2012年11月開通了YouTube官方賬號(hào)，迄今為止發(fā)布視頻

79個(gè)視頻，觀看次數(shù)超過(guò)9,400萬(wàn)次。

Anker還陸續(xù)的在Facebook、Twitter、Instagram以及Linkedin上，都建立了自己

的主賬號(hào)，用來(lái)發(fā)布新品，日常宣傳，用戶互動(dòng)，比如Facebook現(xiàn)在己經(jīng)積累了36萬(wàn)粉絲。

近幾年，Anker更是不斷加大品牌官網(wǎng)(或稱品牌獨(dú)立站)的投入，其的意義在于開辟了一

塊屬于品牌的專屬舞臺(tái)，旗下所有新產(chǎn)品都會(huì)在官網(wǎng)先行發(fā)售。很多流量是直接引導(dǎo)獨(dú)立站

上，最直接的體現(xiàn)在了官網(wǎng)的銷售業(yè)績(jī)上。2017年到2020年，Anker在亞馬遜的收入占比

逐年下降，而官網(wǎng)獨(dú)立站的收入占比卻在不斷增長(zhǎng)。這也成為后面眾多跨境電商企業(yè)做獨(dú)立

站建設(shè)模仿的對(duì)象。

資料來(lái)源：https:〃www.anker,com/

問(wèn)題：

(1)案例中Anker是如何做跨境電商營(yíng)銷的？

(2)你預(yù)計(jì)Anker的下一步將做什么？

(3)本案例對(duì)做跨境電商創(chuàng)業(yè)的你有何啟示？

4.Comprehensivetask綜合任務(wù)

Groupwork:小組作業(yè)

Youmayorganizeateamforconductingcross-borderE-commercewith4-6members,

andfinishthefollowingtwotasks:

(1)Pleasemakereasonableuseofon-sitepromotiontoolstodesignmarketingplans

foryourstoreonAliExpressplatform.

(2)Pleaseselecttheappropriatesocialmediaplatformforyouronlinestorein

AliExpressplatformbasedonitsproductsandtargetmarketcharacteristics,

anddesignamarketingpromotionplanonthissocialmediaplatform.

與您的小伙伴們組建4-6人跨境電商團(tuán)隊(duì)并完成下面兩個(gè)任務(wù)：

(D請(qǐng)合理運(yùn)用站內(nèi)推廣手段，為全球速賣通店鋪設(shè)計(jì)站內(nèi)營(yíng)銷推廣方案。

(2)請(qǐng)結(jié)合速賣通店鋪的產(chǎn)品以及目標(biāo)市場(chǎng)特點(diǎn)，為其營(yíng)銷推廣選擇合適的社交媒體平臺(tái)，

并在此平臺(tái)上設(shè)計(jì)營(yíng)銷方案。

Chapter5Cross-BorderE-CommerceLogisticsandOverseas

Warehouses

第5章跨境電商物流與海外倉(cāng)

1.Multiplechoice單選題

(1)()meansthatthecarrierisresponsibleforthesafetransportation

andcustodyofthecontainer,anddividestheresponsibilities,obligationsand

rightswiththecargoowneraccordingtothebilloflading.

A.consignmentapplicationB.handoverconfirmationC.shipmentD.

seatransportation

(2)()isamoderntransportationmethodthatcombinesscatteredgoods

intolargecontainerswithcertainspecificationsandintensitythatareusedfor

multi-modaltransport.

A.internationalmultimodalunionB.containertransportation

C.oceantransportationD.airtransportation

(3)()Whichisnotbelongtocross-borderE-commercelogisticstransportation.

A.internationalexpressdeliveryB.overseaswarehouse

C.cross-borderdedicatedlogisticsD.postaltransportation

(4)()Whichisnotbelongtothefourmajorinternationalcommercialexpress

deliveryare.

A.FedExB.TNTC.DHLD.SFExpress

(5)()Theoverseaswarehousefeedoesnotinclude.

A.firsttripcostB.processingfee,storagefeeC.laboremploymentfeeD.

lasttriptransportation

(1)()是指承運(yùn)人負(fù)責(zé)集裝箱的安全運(yùn)輸和保管，并依據(jù)提單條款劃分與貨

主之間的責(zé)任、義務(wù)和權(quán)利。

A.托運(yùn)申請(qǐng)B.交接簽證C.裝船D.海上運(yùn)輸

(2)()是一種將零散的貨物合并裝入具有一定規(guī)格和強(qiáng)度的專為周轉(zhuǎn)而使用

的大型貨箱進(jìn)行集中裝運(yùn)的一種現(xiàn)代化運(yùn)輸方式。

A.國(guó)際多式聯(lián)合B.集裝箱運(yùn)輸C.海洋運(yùn)輸D.航空運(yùn)輸

(3)()下列不屬于跨境電商物流運(yùn)輸類型的是。

A.國(guó)際快遞B.海外倉(cāng)C.跨境專線物流D.郵政運(yùn)輸

(4)()下列不屬于國(guó)際四大商業(yè)快遞的是。

A.FedExB.TNTC.DHLD.SF

Express

(5)()海外倉(cāng)費(fèi)用不包含下列________這一項(xiàng)。

A.頭程費(fèi)用B.處理費(fèi)、倉(cāng)儲(chǔ)費(fèi)C.勞動(dòng)力雇傭費(fèi)D.尾程運(yùn)輸

2.TrueorFalse判斷題

(1)()Theairtransportationprocessismakingadelivery-