跨境電子商務(wù)雙語教程 習(xí)題

《跨境電子商務(wù)雙語教程》練習(xí)題庫QuestionBankfor《BilingualCourseofCross-BorderE-Commerce》2023年1月InJanuary,2023

Chapter1AnIntroductiontoCross-BorderE-Commerce第1章跨境電商緒論Multiplechoice單選題（1）（）ThemainpurposeoftheactionofChinesegovernmentforcross-borderE-commerceisto_____,supportandleadtheoperationofelectroniccross-bordercommerceintherightdirection.A.removeobstaclesB.addmoretaxesC.addmorerestrictionsD.removee-businesscustomers（2）（）Alibaba’smajorbusinessesandthebusinessesofitsrelatedcompaniesincludeB2Bplatform,B2Cplatforms,and__________。A.logisticstechnologyB.financeC.amusementD.allrelatedindustry（3）（）InMarch_________,StateCouncilagreedtosetupthefirstnationalcomprehensivepilotareaofcross-borderE-commerceinHangzhou.A.2014B.2015C.2016D.2017（4）（）TypicalB2Bplatformis_________.A.AmazonB.WishC.AliExpressD.Made-in-China（5）（）Teamworkisthecollaborativeeffortofagroupofinterdependentindividualstoachieveacommongoalortocompleteataskinthemost___________way.A.profitableB.effectiveandefficientC.difficultD.lucrative（1）（）中國政府對跨境電子商務(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，B2C平臺和__________。A．物流技術(shù)B．財(cái)務(wù)C．娛樂D．全部相關(guān)業(yè)務(wù)（3）（）_________年3月，國務(wù)院同意在杭州設(shè)立第一個(gè)國家跨境電子商務(wù)綜合試驗(yàn)區(qū)。A.2014B.2015C.2016D.2017（4）（）典型的B2B平臺是_________。A.亞馬遜B.WISHC.速賣通D.中國制造網(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）()“Electroniccommerce”onlymeansconsumersshoppingonthee-businessplatform.（2）()TheAsia-PacificregionisstilltheagglomerationandpioneeringplaceoftheglobalE-commercemarketinrecent5years.（3）()ThemostcommonlyE-commercetypesusedisbusiness-to-government.（4）()PureonlineE-commerceispowerful,itcannotreplacetheexperienceofrealofflineproducts.（5）()Virtualrealityiscurrentlytheultimateapplicationformofmultimediatechnology.Itintegratestherapidlydevelopingwisdomofcomputersoftwareandhardware,sensing,robots,artificialintelligenceandbehavioralpsychology.（1）（）“電子商務(wù)”僅指消費(fèi)者在電商平臺購物。（2）（）亞太地區(qū)仍是近5年來全球電子商務(wù)市場的集聚和開拓地。（3）（）最常用的電子商務(wù)模式是企業(yè)對政府。（4）（）雖然純粹的在線電子商務(wù)功能強(qiáng)大，但它無法替代真正離線產(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RhinoIntelligentManufacturingAlibabaestablishedanewmanufacturingteaminAugust2017andbegantodeveloprhinosmartmanufacturing;itwasestablishedinHangzhouinMarch2018.OnSeptember16,2020，Ali's"bigprojectthatwaskeptsecretforthreeyears"andthenewmanufacturingplatform"RhinoSmartManufacturing"wereofficiallyannounced.RhinoIntelligentManufacturingisnotsimplyanupgradeoftheproductionline,nordoesitusemachinestoreplacelabor,butusesdigitaltechnologytoconstructanewecology.Thefront-endconnects800millionconsumersonAlibaba'sretailplatform,andtheback-endconnectsrawmaterials,productionworkshops,logisticsprovidersandmillionsofsmallandmedium-sizedbusinessesonTaobaoandTmall.TheconsumerdemandfromTaobaoTmall'sfront-endinsightscanbetransmittedtotheproductionendwithzerotimedifference.ThroughtheflexibleproductionlineafterIOTtransformation,itcanrespondquickly,manufactureproductsinashorttime,andmarketthemforverification.Toputitsimply,itistousealgorithmsanddatatoenablethesupplyanddemandsidestofacilitatetransactionsinamoreaccurateandefficientmanner,asfaraspossibletoavoidinventorybacklogsandlong-termshortages.Resource:/homeQuestion:Howtomakethishappen?(2)WhatwillbeAlibaba’snextmove?Howdoesyourteamremaininvincibleinthemarket?犀牛智造阿里巴巴在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“犀牛智造”正式面市。犀牛智造不是簡單的生產(chǎn)線升級，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、物流和電商平臺淘寶天貓數(shù)以百萬計(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，并推到市場進(jìn)行驗(yàn)證。簡單而言，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達(dá)成交易，最大限度避免工廠庫存積壓及長期缺貨的情況發(fā)生。資料來源：/home問題：犀牛智造是如何變成現(xiàn)實(shí)的？你預(yù)計(jì)阿里巴巴的下一步將做什么？你的團(tuán)隊(duì)如何在市場上立于不敗之地？4.Comprehensivetask綜合任務(wù)（1）Groupwork:Promoteyourcross-bordere-commerceteamonsocialmediaSetupa4-6membercross-bordere-commerceteamwithyourpartners,andthendividetheworkaccordingtoyourpersonalstrengths,andusethelatesttechnologytopubliclypublish30-120secondsofinformationoninternationalsocialmedia（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)人特長進(jìn)行崗位分工，用最新技術(shù)在國際社交媒體上公開發(fā)表30-120秒的資料（2）Individualwork:IndustryinvestigationPleaseinvestigatecross-borderE-commerceindustryabout6differentjobsandplanyourcareerDrawatablefor6differentrelatedjobsandnumbersrequiredforrecent3monthsonHRrecruitmentwebsitesFindatleast3levelsforthese6jobs,andrelatedsalariesAnalyseyourstrengthsandweaknessesFindonecareerpathforyourself,drawadetailedtableaboutdifferentlevelsofknowledge,skillsandqualitiesrequiredtofulfilltasksforthelowestleveltothehighestlevel（2）個(gè)人作業(yè):行業(yè)調(diào)研請開展跨境電商行業(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，請列出從低到高層的不同知識、技能和素養(yǎng)要求

Chapter2Cross-BorderE-CommerceOnlineShopOpeningandProductSelection第2章跨境電商網(wǎng)上開店與選品1.Multiplechoice單選題（1）（）Whichdepartmentshouldcross-borderE-commercecompaniesapplyforcustomsregistrationcertificate?A.IndustrialandCommercialBureauB.InspectionandquarantinedepartmentB.CustomsdepartmentD.MinistryofCommerce（2）（）Whichofthefollowingplatformsisknownas"theinternationalversionofTaobao"?A.ShopeeB.AliExpressPlatformC.AmazonPlatformD.eBayPlatform（3）（）WhichtargetmarketistheShopeeplatformmainlyaimedat?A．NorthAmericaB.SouthAmericaC.EuropeD.SoutheastAsia（4）（）Whichofthefollowingisaconsiderationfactorforproductselection?A.LowprofitmarginB.Complexafter-salesserviceC.SmallmarketpotentialD.Highrepurchaserate（5）（）Whatisthedisadvantageofonlinesourcechannelofcross-borderE-commerceproducts?A.HighcostsB.InvisiblephysicalgoodsC.HardtotransportD.Unstablesupplyofgoods（1）（）跨境電商企業(yè)應(yīng)當(dāng)向哪個(gè)部門申請報(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)平臺被稱為“國際版淘寶”？A.蝦皮平臺B.速賣通平臺C.亞馬遜平臺D.eBay平臺（3）（）Shopee平臺主要針對哪個(gè)目標(biāo)市場？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.低利潤率B.復(fù)雜的售后服務(wù)C.市場潛力小D.高復(fù)購率（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-commercefilingqualification.（2）（）ComparedwithAliExpress,Amazonhasahigherentrythreshold.（3）（）TheeBayplatformmainlyusesPayPalforsettlement.（4）（）GoogleTrendsisaninternaldataanalysistool.（5）（）ODMmeansthatthecompanydoesnotdirectlyproducetheproduct,butusesthecoretechnologytodesign,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）（）ODM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"boomAffectedbyCOVID-19,theglobaleconomicsituationhaschangeddramatically,andmanycompanieshavesuccessivelyannouncedthattheirfinancialperformanceisworrying,andevenworsethanexpected.However,theoutstandingperformanceofsomecompaniesisunexpected,thatis,iRobot,themanufacturerofRoombahouseholdrobots.TheRoombaisapie-shapedrobotthatusessensorsinsidetoguidetherobottovacuum,interactsinterestinglywithpets,andiswidelyusedtocleanhomesaroundtheworld.Butnoonewouldhaveexpectedthatthisrobotvacuumcleanerwouldbecomeahotsellerduringtheepidemic,andthesalesoftheproductwouldnotdecreasebutincrease.ChiefExecutiveColinAngelmentionedinarecentstatement:"Thefinancialresultsforthesecondquarterof2020areexpectedtobemuchbetterthanourexpectations."Thecompanyhaspreviouslystatedthatitsrevenueinthesecondquarterwillbeslightlylowerthanthe$193millioninthefirstquarter,withanalystspredictinga30%drop.Butnow,thecompanyexpectsrevenueinthesecondquartertoreachorevenexceed260million,showingatrendofgrowth.Thereportalsomentioned"stronggrowthinordersforhigh-endproducts,"suchastheRoombas9seriesofhigh-endsweepingrobots,whichsellforupto$1,000.Resource:/about-irobot/company-information/Question:（1）Whycanthesweepingrobotgoagainstthetrendandbecomethebestsellingproduct?（2）Ifyouareacross-borderE-commerceseller,howwillyouusedataanalyticstoolstoanalyzesalestrends,searchtrends,etc.,tocapturethemarketopportunity?（3）Throughthisexample,whatnewinspirationdoyouhaveforcross-borderE-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)績堪憂，甚至比預(yù)想中的還要糟糕得多。不過，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。但沒人會預(yù)料到這款機(jī)器人吸塵器會成為疫情期間的熱賣品，產(chǎn)品銷量不減反增，iRobot公司對此也十分意外。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)績比我們預(yù)期要好得多。”該公司此前曾表示，二季度營收將略低于一季度的1.93億美元，分析師預(yù)估降幅為30%。但現(xiàn)如今，公司預(yù)計(jì)二季度營收將達(dá)到2.6億甚至超過這一數(shù)值，呈現(xiàn)出健康增長的態(tài)勢。報(bào)表中還特別提到了“高端產(chǎn)品訂單增長強(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。資料來源：Resource:/about-irobot/company-information/問題：（1）掃地機(jī)器人為何能夠逆勢而行，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，來分析這類產(chǎn)品的銷售趨勢、搜索熱度等，以抓住這個(gè)市場機(jī)遇？（3）通過這個(gè)例子，你對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.Organize4-6membersineachgroupandcompletethebusinessstoreregistrationaccordingtothedifferentrulesofeachplatform.（2）Aftercompletingthestoreregistration,selectthetargetmarkettheproducts.Afterinvestigatingandanalysingtheconsumptionbehaviorofoverseascustomers,selectthetargetmarketfortheproduct.Usedataanalysistoolstoresearchhot-sellingproductsinthetargetmarket,andthenselectproductsaccordingtotherulesofeachplatform.（1）在阿里巴巴國際站、速賣通、亞馬遜、eBay、蝦皮平臺上，以企業(yè)身份模擬完成店鋪?zhàn)浴Ｃ拷M4-6人,根據(jù)每個(gè)平臺不同規(guī)則完成企業(yè)店鋪?zhàn)?。?）完成店鋪?zhàn)院螅x擇目標(biāo)市場，進(jìn)行選品。對海外客戶的消費(fèi)行為調(diào)研和分析，選擇產(chǎn)品的目標(biāo)市場。利用數(shù)據(jù)分析工具研究目標(biāo)市場的熱銷商品，然后根據(jù)各個(gè)平臺的規(guī)則進(jìn)行選品。

Chapter3PostingandManagementofCross-BorderE-CommerceProducts第3章跨境電商產(chǎn)品刊登與管理Multiplechoice單選題(1)（）ThecharacteristicsofAliExpressproducttitle__________:A.Within128charactersB.within200charactersC.musthavepunctuationD.mustcontainverb(2)（）WhichofthefollowingcontentcannotappearinthetitleofAmazonproductsA.BrandB.ModelC.MarketingwordsD.ProductFeatures(3)（）WhichofthefollowingpicturesisnotacceptedbyAmazonplatform,A.BMPB.JPEGC.GIFD.TIFF(4)（）WhichofthefollowingcategoriescanusemodelsforthemainimageonAmazon?A.BagsB.JewelryC.ShoesD.Underwear(5)（）WhichoffollowingisnotcorrectchoicewhencreatinganewlistingoneBay?A.ProductdetailsB.SellingdetailsC.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C．營銷詞D．產(chǎn)品特性（3）（）以下__________格式的圖片，亞馬遜平臺不接受。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)TrueorFalse判斷題(1)（）ThemainimageoftheAliExpressplatformmusthaveasolidcolorbackground,awatermark,andalogopastedontheupperrightcorneroftheimage.Thevideogenerallylastsfor3minutes.(2)（）Thetitleofcross-borderE-commerceplatformproductsmustbecompiledthroughdetailedinvestigation,datacollectionandanalysistogetavocabulary,andthenconnectthewordsinthecorrectorder.(3)（）Thelongestsideofproductmainimagemustbeatleast800pixelsonAmazon(4)（）Theauxiliaryproductimageofshouldpreferablyhaveapurewhitebackgroundlikethemainimage,butitisnotnecessaryonAmazon.(5)（）Itisallowedtouploadavideowithonly20secondslengthonShopeewhencreatinganewlisting.（1）（）速賣通平臺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)長為3分鐘。（2）（）跨境電商平臺產(chǎn)品的標(biāo)題編寫必須經(jīng)過詳細(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。（3）（）亞馬遜平臺產(chǎn)品主圖最長邊必須至少為800像素（4）（）亞馬遜平臺產(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秒長度的視頻。3.Casestudy案例分析(1)Thechildren'sclothesexportedbyacompanytoacountryintheEuropeanUnionthroughtheexpressplatformweredecoratedwithpaillettes,whichwerereturned.Whataretherequirementsforchildren'swearexportedfromEU?某公司通過速賣通平臺向歐盟某國出口兒童服裝上有珠片做成的漂亮裝飾，結(jié)果被退貨。對歐盟出口的童裝有什么要求？（2）IfyouwereanAmazonsellerselling3Cproducts,theplatforminformedthatyouhaveviolatedtherules,butyouhavecheckedtheoperations,products,listingsandthereisnoviolation.Therefore,youneedtowriteanemailofcomplainttoAmazon.（2）假設(shè)你是在亞馬遜平臺經(jīng)營3C產(chǎn)品的賣家，被平臺通知出現(xiàn)違規(guī)，但經(jīng)過對流程、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",andfindthreelistingtitlesthatyouthinkmeetthetitledraftingprinciples（1）請登陸,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,andmakeanexampletoillustratetheplatformpolicy.Writeabout500-wordreport.嘗試討論一下亞馬遜政策，特別是FBA規(guī)則，并舉例說明平臺政策，撰寫一份中英文各500字的報(bào)告。

Chapter4OnlineMarketingandPlanningofCross-BorderE-Commerce第4章跨境電商網(wǎng)絡(luò)營銷與策劃1.Multiplechoice單選題（1）（）Whichoneoffollowingarenotexternalmicroenvironmentmembers?A.CompetitorB.SupplierC.CustomerD.Exchangerate（2）（）Astonewproductspricingstrategy,whichoneoffollowingiscorrect?A.SkimmingpricingstrategyB.PenetrationpricingstrategyC.SatisfactionpricingstrategyD.Allofthem （3）（）AstoSocialMediaMarketing(SMM),Whichoneoffollowingstatementisnotcorrect?A.SMMcanhelpenhanceproductsalesandbrandinfluenceB.SMMcaneffectivelyreducethemarketingcostofenterprisesC.ThespecificmethodsofSMMmainlyincludesearchengineoptimizationandpaidpromotion.D.SMMcanrealizetheprecisionmarketingoftargetusers（4）（）Astoshortvideomarketing,Whichoffollowingstatementarenotcorrect?A.ShortvideomarketingisakindofcontentmarketingB.Advertisingproductplacementmarketingofinfluenceristhemostlyusedwaytodotheshortvideomarketingforcross-borderE-commerceenterprisesC.ShortvideomarketinghasthecharacteristicsofinteractivityD.Atpresent,shortvideosaremainlyspreadonmobilephones（5）（）IntheAliExpressplatform,whichoneoffollowingmarketingtoolcanincreasetheaveragetransactionvalue?A.FullstorediscountB.FalshsalesC.xxxoffonpurchaseoverxxxD.Limitedtimeandlimitedquantitydiscount（1）（）下列哪一項(xiàng)不是外部微環(huán)境成員？A.競爭對手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)對目標(biāo)用戶的精準(zhǔn)營銷（4）（）以下哪項(xiàng)關(guān)于短視頻營銷的陳述是不正確的？A、短視頻營銷是一種內(nèi)容營銷B、網(wǎng)紅廣告植入式營銷是跨境電商企業(yè)進(jìn)行短視頻營銷的主要方式C、短視頻營銷具有互動(dòng)性的特點(diǎn)D、目前，短視頻主要通過手機(jī)傳播（5）（）在AliExpress平臺中，以下哪種站內(nèi)營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,relevantgovernmenttradepolicies,relevantlawsandregulations.（2）（）ThemostfamoussocialnetworkplatformsareDingtalk,YouTubeandInstagram..（3）（）Atpresent,theglobalmainstreamsearchenginesincludeGoogle,Bing,Yahoo,Baidu,Yandex,etc.（4）（）InAliExpressplatform,thefullstorediscountisadiscounttoolthatthesellercanchoosetheproductandtimeoftheactivity,setthepromotiondiscountandinventory.（5）（）Thespecificmethodsofsearchenginemarketingmainlyincludesearchengineoptimizationandpaidpromotion.（1）（）PEST分析中的政治因素主要包括政治形勢、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)置促銷折扣和庫存。（5）（）搜索引擎營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AnkerInnovationAnkerinnovationwasfoundedin2011.ItsmainbusinessistoproduceAnkerbrandsmartchargersandmobilepowersupplies,andsellitsproductstotheworldthroughAmazon,AliExpress,eBayandothercross-borderE-commerceplatforms.Ankerinnovationisthefirstsellerofcross-borderE-commerceinChina.Inrecentyears,theinnovativeproductlineofAnkerhasbecomemoreandmoreabundant.IthasalsodevelopedanumberofsmarthardwarebrandssuchassmarthomeEufyandsmartProjectionNebula,andhasachievedverygoodresultsinoverseasmarkets.AnkerInnovationwaslistedontheShenzhenStockExchangeonAugust24,2020.Intheearlydays,Ankerreliedontheinfluencermarketingontheforumwhendoingoverseasmarketing.BecauseAnkerisascientificandtechnologicalproduct,itfoundsomescientificandtechnologicalforums,andsentproductstoinfluencerforfree,andthengetsattentionthroughinfluencerevaluationarticles.Atthesametime,Ankerpaysmoreattentiontotheuniquevalueofvideo,whichisintuitive,conciseandpersuasive.AnkeropenedtheofficialaccountofYouTubeinNovember2012.Sofar,ithasreleased79videosandwatchedmorethan94milliontimes.AnkerhasalsoestablisheditsownmainaccountsonFacebook,Twitter,InstagramandLinked-intolaunchnewproducts,dailypublicityanduserinteraction.Forexample,Facebookhasaccumulated360,000fans.Inrecentyears,Ankerhasbeenincreasinginvestmentintheofficialwebsiteofthebrand(orbrandindependentstation).ThesignificanceofAnkeristoopenupabrandexclusivestage,andallitsnewproductswillbesoldontheofficialwebsitefirst.Alotoftrafficisdirectguideindependentstation,themostdirectreflectedintheofficialwebsitesalesperformance.From2017to2020,Anker'srevenueshareinAmazonwilldecreaseyearbyyear,whiletherevenueshareofindependentstationsontheofficialwebsitewillcontinuetoincrease.Thishasalsobecomethetargetformanycross-borderE-commerceenterprisestoimitatetheconstructionofindependentstations.Resource:/Question:(1)HowdoesAnkerdocross-borderE-commercemarketinginthiscase?(2)WhatdoyouexpectAnkertodonext?(3)Whatistheinspirationofthiscasetoyouwhoarestartingacross-borderE-commercebusiness?安克創(chuàng)新安克創(chuàng)新成立于2011年，主營業(yè)務(wù)是生產(chǎn)Anker品牌的智能充電器和移動(dòng)電源，并通過亞馬遜、速賣通、eBay等跨境電子商務(wù)平臺將自己產(chǎn)品銷往全球，是中國跨境電商第一賣家。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，并在海外市場取得了非常不錯(cuò)的成績。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在做海外營銷的時(shí)候，依賴論壇上的紅人營銷的。因?yàn)锳nker是科技產(chǎn)品，所以找了很多科技電子類的論壇，通過免費(fèi)寄送產(chǎn)品給紅人，進(jìn)而通過紅人測評文章獲得關(guān)注。同時(shí)，Anker比較注重視頻這種方式對用戶直接詮釋產(chǎn)品特點(diǎn)的獨(dú)有價(jià)值，直觀、簡潔，并且具有說服力。Anker2012年11月開通了YouTube官方賬號，迄今為止發(fā)布視頻79個(gè)視頻，觀看次數(shù)超過9,400萬次。Anker還陸續(xù)的在Facebook、Twitter、Instagram以及Linkedin上，都建立了自己的主賬號，用來發(fā)布新品，日常宣傳，用戶互動(dòng)，比如Facebook現(xiàn)在已經(jīng)積累了36萬粉絲。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，旗下所有新產(chǎn)品都會在官網(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。這也成為后面眾多跨境電商企業(yè)做獨(dú)立站建設(shè)模仿的對象。資料來源：/問題：案例中Anker是如何做跨境電商營銷的？你預(yù)計(jì)Anker的下一步將做什么？本案例對做跨境電商創(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-sitepromotiontoolstodesignmarketingplansforyourstoreonAliExpressplatform.(2)PleaseselecttheappropriatesocialmediaplatformforyouronlinestoreinAliExpressplatformbasedonitsproductsandtargetmarketcharacteristics,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)：(1)請合理運(yùn)用站內(nèi)推廣手段，為全球速賣通店鋪設(shè)計(jì)站內(nèi)營銷推廣方案。(2)請結(jié)合速賣通店鋪的產(chǎn)品以及目標(biāo)市場特點(diǎn)，為其營銷推廣選擇合適的社交媒體平臺，并在此平臺上設(shè)計(jì)營銷方案。

Chapter5Cross-BorderE-CommerceLogisticsandOverseasWarehouses第5章跨境電商物流與海外倉1.Multiplechoice單選題（1）（）________meansthatthecarrierisresponsibleforthesafetransportationandcustodyofthecontainer,anddividestheresponsibilities,obligationsandrightswiththecargoowneraccordingtothebilloflading.A.consignmentapplication

B.handoverconfirmation

C.shipment

D.seatransportation（2）（）________isamoderntransportationmethodthatcombinesscatteredgoodsintolargecontainerswithcertainspecificationsandintensitythatareusedformulti-modaltransport.A.internationalmultimodalunion

B.containertransportationC.oceantransportation

D.airtransportation（3）（）Whichisnotbelongtocross-borderE-commercelogisticstransportation.________A.internationalexpressdelivery

B.overseaswarehouse

C.cross-borderdedicatedlogistics

D.postaltransportation（4）（）Whichisnotbelongtothefourmajorinternationalcommercialexpressdeliveryare________.A.FedEx

B.TNT

C.DHL

D.SFExpress（5）（）Theoverseaswarehousefeedoesnotinclude________.A.firsttripcostB.processingfee,storagefeeC.laboremploymentfee

D.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

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.國際快遞

B.海外倉

C.跨境專線物流

D.郵政運(yùn)輸（4）（）下列不屬于國際四大商業(yè)快遞的是________。A.

FedEx

B.TNT

C.DHL

D.SFExpress（5）（）海外倉費(fèi)用不包含下列________這一項(xiàng)。A.頭程費(fèi)用

B.處理費(fèi)、倉儲費(fèi)

C.

勞動(dòng)力雇傭費(fèi)

D.尾程運(yùn)輸2.TrueorFalse判斷題（1）（）Theairtransportationprocessismakingadelivery-take-off-transfer-airport-dispatch-signforthecargo-put-away.（2（）ThegeneralfreightrateisthemostwidelyusedrateintheIATA(InternationalAirTransportAssociation)rate.Undernormalcircumstances,thefreightrateofgeneralcargoisdividedintoseveralimportantgradesofdemarcationpointfreightratesaccordingtotheweightofthecargoes.（3）（）Thedigitallogisticssystemofoverseaswarehousespromotestheupgradingofthecross-borderE-commerceindustrychain.Usingdatatomanagelogisticsandanalyzetimepointdataintheprocesswillhelpsellersfindproblemsinthedistributionprocessandfinishedproductdeliveryprocess,andimproveefficiencyinsupplychainmanagement,inventorylevelcontrol,anddynamicsalesmanagement.（4）（）Cross-bordersmallpackage,socalledinternationalpostalparcel,ismainlyreferstoatypeofexpressthatislimitedtolessthan3kg,thetotallength,widthandheightoftheouterpackageislessthan90cm,andthelargestonesideislessthan60cm,whichissenttovariousregionsoftheworldbyinternationalpost.（5）（）Thefreightratesystemforcross-bordercontainercargoesisbasicallydividedintotwomethodsforcalculatingthefreightcharges,namely,theunitoffreightperton(commonlyknownasthebreakbulkcargoprice)andtheunitofchargepercontainer(commonlyknownasthecontainerprice).（1）（）空運(yùn)流程為發(fā)貨-起飛-中轉(zhuǎn)-機(jī)場-派送-簽收-上架。（2）（）普通貨物運(yùn)價(jià)是國際航協(xié)運(yùn)價(jià)中使用最為廣泛的一種運(yùn)價(jià)。一般情況下，普通貨物運(yùn)價(jià)根據(jù)貨物重量再分為若干個(gè)重要等級分界點(diǎn)運(yùn)價(jià)。（3）（）海外倉的數(shù)據(jù)化物流體系通過數(shù)據(jù)管理物流，分析流程中的時(shí)間點(diǎn)數(shù)據(jù)，有利于賣家在配送過程、成品發(fā)貨流程等方面找出問題，在供應(yīng)鏈管理、庫存水平管控、動(dòng)銷管理等方面提高效率。（4）（）國際郵政小包主要指是限制在3公斤以下，外包裝長寬高總的小于90厘米，且單邊最大的小于60厘米，通過國際郵政郵寄到全球各個(gè)地區(qū)的一種快遞。（5）（）跨境集裝箱貨物運(yùn)價(jià)體系基本上分為件雜貨運(yùn)費(fèi)計(jì)算方法，即以每運(yùn)費(fèi)噸為單位（俗稱散貨價(jià)），和以每個(gè)集裝箱為計(jì)費(fèi)單位（俗稱包箱價(jià)）兩種。3.Calculation計(jì)算題OneshipmenttotheUKistransportedbyinternationalpostalparcels,weighing180grams,andthecurrentdiscountis8.8%,thestandardshippingfeeis69.8ChineseYuan/kg,andtheregistrationfeeis8ChineseYuan.Trytocalculate:（1）Whatistheregularfreightforthisshipment?（2）Howmuchistheregisteredparcelfreightforthisshipment?

一票到英國的貨物采用國際郵政小包運(yùn)輸，重180克，當(dāng)前折扣為8.8折，標(biāo)準(zhǔn)運(yùn)費(fèi)為69.8元/千克，掛號費(fèi)為8元。計(jì)算題：這票貨物的平郵運(yùn)費(fèi)是多少？這票貨物的掛號小包運(yùn)費(fèi)是多少？4.Multipletask綜合任務(wù)Groupwork:小組作業(yè)（1）Pleaseconsiderthecross-borderE-commercetransportationmethodsandexplaintheircharacteristicsrespectively.（2）Giveexamplesofcargoesthataresuitableforthefourmodesoftransportationrespectively.（3）PleasesearchontheAliExpressplatform,listtheproductname,packageweight,packagesize,shippingcompany,

shippingcostandestimateddeliverytimeof10productsindifferentcategoriesforyourteam’stargetmarket,andcompletethefollowingtable:（1）請思考跨境電商運(yùn)輸方式，并闡述它們各自的特征。（2）舉例說明其中的四種運(yùn)輸方式分別適宜于哪些貨物的運(yùn)輸。（3）請調(diào)研阿里巴巴速賣通平臺，列出不同類目的10款產(chǎn)品的品名、包裝重量、尺寸、物流費(fèi)用及運(yùn)輸?shù)侥鷪F(tuán)隊(duì)目標(biāo)市場的預(yù)計(jì)時(shí)間，完成以下表格：TargetMarket：目標(biāo)市場：ProductNamePackageWeightPackageSizeShippingCompanyShippingCostEstimatedDeliveryTime產(chǎn)品名稱包裝重量包裝尺寸大小運(yùn)輸公司運(yùn)輸成本預(yù)計(jì)運(yùn)輸時(shí)間

Chapter6CustomsClearancePracticeforCross-BorderE-Commerce第6章跨境電商通關(guān)實(shí)務(wù)1.Multiplechoice單選題(1)（）Aconsumerentrustedhisfriendwhoisengagedinpurchasingfromaforeignwebsitetobuyahandbagfromaforeignwebsite,worth2,000ChineseYuan.Theitemisimportedintheformofcommercialexpressdelivery.Theapplicableimporttaxpolicyisasfollows.A.ImporttariffsB.Comprehensivecross-borderE-commercetaxC.PostaltaxD.Duty-freerelease(2)（）Whichofthefollowingdoesnotbelongtothesupervisionmethodcodeforcross-borderE-commerceB2Bexports?A.1210B.0110C.9710D.9810(3)（）WhichofthefollowingdoesnotbelongtotheservicescopeofOneTouch?A.CustomsdeclarationagentB.FinancialserviceC.LogisticsserviceD.Clientdevelopment(4)（）Whichofthefollowingitemsdoesnotbelongtothescopeofexerciseofthecustoms'inspectionpower_________.A.ResidentsofcitizensoutsideaspecificareaB.InboundandoutboundtransportationC.SmugglingsuspectsinaspecificareaD.Transportationvehiclessuspectedofsmugglinginaspecificarea(5)（）Whichoneofthefollowingisnotincludedinthethreedata?A.WebsiteorderB.PaymentrecordC.CustomsdeclarationformD.Logisticsform（1）（）某消費(fèi)者委托其從事代購的朋友從國外網(wǎng)站海淘了一個(gè)手提包，價(jià)值2000元，該物品是以商業(yè)快遞的形式入境的，其適用的進(jìn)口稅收政策為。A