跨境电子商务英语(txt+pdf+epub+mobi电子书下载)


发布时间:2020-05-17 02:25:11

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作者:冯媛媛

出版社:人民邮电出版社

格式: AZW3, DOCX, EPUB, MOBI, PDF, TXT

跨境电子商务英语

跨境电子商务英语试读:

前言

本书是为我国高校国际贸易、跨境电子商务等相关专业学生及电子商务从业人员编写的。本书结合跨境电子商务的开展过程及商务活动的顺序,从词汇、阅读、语法和写作等方面来提高跨境电子商务从业人员的英语水平。

本书系统讲述了跨境电子商务英语中常用的术语和表达方式,并详细讲解了业务磋商过程中各个环节往来的跨境电子商务的业务实例。通过学习本书,学生可以系统地学习和掌握跨境电子商务的专业术语、沟通方式和技巧、主要贸易国的风俗习惯、商务信函的写作方式,从而提高跨境电子商务业务活动中规范使用英语的能力,具备跨境电子商务人员必备的英语语言技能。

本书由8章组成。第1章由就读于英国纽卡斯尔大学的马丹宁博士编写,第2章和第8章由冯媛媛老师编写,第3章由王成霞副教授编写,第4章和第5章由张新老师编写,第6章和第7章由赵培副教授编写。冯媛媛、王成霞、张新和赵培老师均来自北京联合大学应用科技学院外语系。冯媛媛老师任本书主编,赵培和张新老师任副主编。

本书的参考学时为32~48学时,建议采用“理论+实践教学”模式,各章的参考学时见学时分配表。学时分配表续表

由于编者水平和经验有限,书中难免有欠妥之处,恳请读者批评指正。编者2017年8月Chapter 1跨境电子商务概述Introduction to Cross-border E-commerceText A What Is E-commerce

1.Discussion

① What do you know about e-commerce and cross-border e-commerce?

② What are the advantages of cross-border e-commerce compared to traditional trade?

③ If you are a retailer seeking to expand your business online to the global market,what challenges will you have?

2.Vocabulary

Use the pictures and sentences to talk with a partner about each word.(1)multi-channel retailer

n.多渠道零售商 Multi-channel retailing is the use of a variety of channels in customers’shopping experience.

e.g.Argos is one of the most popular multi-channel retailers in Britain.

Argos是英国最受欢迎的多渠道零售商之一。(2)acquiring service

n.收单服务 An acquiring bank (also known as an acquirer) is a bank or financial institution that processes credit or debit card payments on behalf of a merchant.

e.g.The bank provides acquiring service and accepts the payment on behalf of the merchant.

该银行提供收单服务,代表商家收取费用。【扩展:开证行Issuing bank/issuer: An issuing bank is a bank that offers card association branded payment cards directly to consumers.】(3)stakeholder

n.利益相关者 Someone who has invested money into something,or who has some important connections with it,and therefore is affected by its success or failure.

e.g.Citizens should be stakeholders in the society they live in.

公民应该是与所处的社会休戚相关的一分子。【区分:shareholder】(4)payment service provider

n.支付服务提供商 A payment service provider (PSP) offers shops online services for accepting electronic payments by a variety of payment methods including credit card,bank-based payments such as direct debit,bank transfer,and real-time bank transfer based on online banking.

e.g.Paypal is one of the global leading online payment service providers.

Paypal 是全球领先的支付服务提供商之一。(5)inventory management

n.库存管理 Inventory management is the ongoing process of moving parts and products into and out of a company’s location(s).

e.g.Effective inventory management can reduce the overall cost of the whole supply chain.

有效的库存管理能够降低总成本。(6)customize

n.(为更适合需要或按特别规格)改制,定做,定制,使用户化 to change something to make according to requirements,or to make it look special or different form things of a similar type

e.g.Our telephone plan lets you customize your service with only the features that you require.

订购我们的电话套餐,您可以自由选择您所需要的业务,打造专属于您的服务。(7)logistics

n.物流 The process of planning,implementing,and controlling the efficient,cost effective flow and storage of raw materials,in-process inventory,finished goods and related information from point of origin to point of consumption for the purpose of meeting customer requirements.

e.g.Our logistics management personnel worked around the clock to ensure that the goods are delivered to our customers on time.

我们的物流管理队伍24小时工作,以确保我们的货物能够及时地送抵顾客手中。(8)settlement

n.结算The process in which a buyer makes payment and receives the agreed-upon good or service.

e.g.The trade contract stipulates the settlement of balances in RMB.

贸易合同规定余额以人民币结算。(9)chargeback

n.退款 the return of funds by a seller to a buyer’debit or credit card account

e.g.This is probably much easier than calling your credit card company to file a chargeback complaint.

这可能比给信用卡公司打电话申请退款要简单得多。(10)one size fits all“一刀切”,一体适用,万全之策 a description for a product that would fit in all instances.The term has been extended to mean one style or procedure would fit in all related applications.

e.g.Clean cooking solutions have been created but with the idea that one size fits all,without considering the different fuel sources,food choices,cooking styles,or the size of the family.

清洁烹饪方案被提了出来,但这是个一刀切的解决方案,并没有考虑到不同的燃料、食品选择、烹饪风格以及家庭成员的数量。(11)mobile commerce

n.移动商务 the delivery of electronic commerce capabilities directly into the consumer’s hand,anywhere,via wireless technology

e.g.While some think that mobile commerce is still in its infancy,the market is actually growing at impressive rates.

有人认为移动商务仍然处于起始阶段,但实际上,市场的增速令人叹为观止。(12)electronic funds transfer

n.电子资金转账 when money is moved from one bank account,business,etc,to another using only computer systems

e.g.These electronic funds transfer devices save us a lot of paperwork and time.

这些电子转账设备省了我们许多时间和案头工作。(13)supply chain management

n.供应链管理 the act or process of ensuring that one’s business has the proper supplies in order to continue operations

e.g.An example of supply chain management is being in charge of food,drink and decor vendors to make sure they provide the right things at the right time to a particular restaurant.

举一个供应链管理的例子,比如确保食品、饮料和室内设计服务商在正确的时间,将正确的商品或服务送达某个餐厅。(14)interchange rate

n.费率 a term used in the payment card industry to describe a fee paid between banks for the acceptance of card based transactions.Usually for sales/services transactions,it is a fee that a merchant’s bank (the “acquiring bank”) pays a customer’s bank (the“issuing bank”).

e.g.In 1991,Master Card had four fees,the highest of which had an interchange rate of 2.08 percent.

1991年,万事达卡的交易费率有4种,其中最高的为2.08%。

3.Reading

What Is E-commerce?

E-commerce (electronic commerce) is a transaction of buying or selling online.It draws on technologies such as mobile commerce,electronic funds transfer,supply chain management,Internet marketing,online transaction processing,electronic data interchange (EDI),inventory management systems,and automated data collection systems.

E-commerce has become an important tool for small and large businesses worldwide,not only to sell to customers,but also to engage them.In 2012,e-commerce sales topped $1 trillion for the first time in history.In the same year,transactions between China and other countries increased 32% to 2.3 trillion yuan ($375.8 billion) and accounted for 9.6% of China’s total international trade,presenting multi-channel retailers with limitless business opportunities for international expansion.

There are two parameters of classifying e-commerce businesses that make the most sense: type of goods sold and nature of participants.Based on the former,there are businesses selling physical goods (e.g.,books,furniture,appliances),digital goods (e.g.,software,e-books,music),and services (e.g.,tickets,insurance),while the latter categorizes the industry into B2B (business to business),B2C (business to consumer),C2B (consumer to business) and C2C (consumer to consumer) e-commerce.

What Is Cross-border E-commerce?

International e-commerce is called cross-border e-commerce,when consumers buy online from merchants,located in other countries and jurisdictions.Online trades between consumers and merchants which share one common language and border or which make use of the same currency are not always perceived as cross-border by consumers.EU neighbors which speak a common language,united by SEPA,are just one example.

What Are the Benefits?

The internet enables consumers to shop globally.Driven by a common language,a common border,special offers,or simply because the product or service isn’t available in the consumer’s own region,they are keen on purchasing products and services across their border.The increasing popularity of tablets and smartphones,allows consumers worldwide to compare prices,connect with other consumers via social media,to discuss products and services,to select a web shop independent of its location and to transfer payments via their PC,laptop,mobile phone or tablet anytime,anywhere.

Not only consumers,merchants and payment service providers profit from the opportunities presented by global e-commerce.Banks have come to realize that offering acquiring services to successful stakeholders engaged in online trade,can be more profitable than selling banking products.Online retailers,card processors,and payment service providers have hardly been affected by the economic crisis; on the contrary,these stakeholders have risen like a phoenix from the ashes in an age when international expansion through global online trade has become big business.

What Are the Challenges?

A solid partner in the targeted region can help the merchant analyze and understand local business customs,consumer preferences and cultural differences,which affect decisions on inventory management and product marketing.Marketing strategies will have to be customized,and a “One size fits all” approach might prove to be a pitfall.To reach a different audience in a foreign market and a different infrastructure might require local logistic and delivery services.Consumers often have high expectations of logistics and timely delivery.Shipping costs are important drivers determining consumer preferences as well.Therefore,merchants which offer free or cheap delivery attract more consumers.

Apart from geography,language is another important driver.Common language and culture reduces the barriers and saves the retailer transaction costs involved in adapting websites and promotion.However,in order to reach an international audience,the retailer will have to invest in translations and in local proofreaders who understand local terminology and culture.Multilingual customer support is crucial for customer loyalty.

Consumers prefer to pay in their local currency.Cross-border e-commerce requires multi-currency conversion and settlement in currencies defined by major card schemes,including interchange rates.Banks in other jurisdictions have to be compliant with local legal requirements.Global payment solution providers with regional partners in the card payment sector,partners which have acquired expertise in the technical,innovative,and legal aspects of online sales,can help merchants to manage transactions over a secure payment gateway.

Even though credit card payment remain preferred payment method worldwide,accounting for 58% of all non-cash payment transactions in 2012,new payment methods have become popular in different regions,for instance,Boleto bancario in Brazil,COD in Germany,IDEAL in the Netherlands,etc.In some countries payments are only collected after the products have been delivered.In some countries,disappointed consumers have the legal right to send merchandise back within a specified period of time,and the merchant has to manage logistics,including chargebacks.

Notwithstanding the above challenges,cross-border e-commerce is flourishing.The digital highway provides retailers with unprecedented global business opportunities.

4.Exercise(1)问答题

① What systems are involved in e-commerce?

② How many kinds of e-commerce are there? What are they?(2)阅读理解(判断正误)

① E-commerce allows consumers to have interactive shopping experience.

② Cross-border e-commerce refers to online transactions between different countries.

③ Not only consumers and merchants,other stakeholders may also benefit from the cross-border e-commerce.

④ There is no need to develop partners in the target business area,because e-commerce transactions will be conducted online.

⑤ Sellers may have to adjust their business approaches to the preference of buyers from different areas.(3)术语翻译

① inventory management______

② logistics______

③ settlement______

④ chargeback______

⑤ mobile commerce______

⑥ supply chain management______

⑦ interchange rate______

⑧ acquiring service______

⑨ acquirer______

⑩ issuer______payment service provider______(4)合成词

Draw a line from the word in the left column to a word in the right column to make a compound word and then make a sentence with the compound words.

①stake           a.top

②charge          b.way

③world           c.withstanding

④soft            d.reader

⑤smart           e.site

⑥lap            f.phone

⑦web            g.ware

⑧proof           h.wide

⑨gate           i.back

⑩not            j.holder(5)句子结构

◆ 基本句型

英语的基本句型分为以下5种。

①主语+系动词+表语(SVP)。

②主语+谓语(SV)。

③主语+谓语+宾语(SVO)。

④主语+谓语+间宾+直宾(SVOO)。

⑤主语+谓语+宾语+宾补(SVOC)。

S——Subject,主语;V——Verbal phrase,动词,谓语;P——predicate,表语;C——Complement,补语;O——Object,宾语。

现以简单句为例来举出5种基本句型的例子。

①主语+系动词+表语(SVP)。

This is an English-Chinese dictionary.

The dinner smells good.

The football is on the floor.

②主语+谓语(不及物动词)(SV)。

He has gone.

③主语+谓语(及物动词)+宾语(SVO)。

They knew the answer.

He enjoys reading.

He has refused to help them.

④主语+谓语(及物动词)+间宾(多指人)+直宾(多指物)(SVOO)。

My parent bought me a gift.

He showed me how to run the machine.

⑤主语+谓语+宾语+宾补(SVOC)。

The song made him a star.

They found the house deserted.

He asked me to come back soon.

I saw her watching TV.

◆ 句子成分

句子成分可分为主语、谓语、宾语、表语、定语、状语、宾语补足语、同位语。它们可以由单词来担任,也可以由词组以及句子来担任。

①主语。可以作主语的有名词(如boy)、主格代词(如you)、数词、动词不定式、动名词、主语从句等。主语一般放在句首。例如:

名词作主语:The boy comes from America.

代词作主语:He made a speech.

数词作主语:Two and two is four.

主语从句作主语:What I know is important.

动名词作主语:Smoking is bad to health.

动名词短语作主语:Arguing with him is a waste of time.

不定式作主语:To pass the exam needs hard work.

主语从句作主语:That the moon goes around the earth is true.

对于后三个例子,动词不定式、动名词短语和that引起的主语从句作主语的情况,经常用It作形式主语,写成如下形式:

It is a waste of time arguing with him.

It needs hard work to pass the exam.

It is true that the moon goes around the earth.

②谓语。谓语是用来说明主语做了什么动作或处在什么状态的。谓语由动词来担任,是英语时态、语态变化的主角,一般在主语之后。例如:

She speaks English fluently.

The child has been brought up by his mother.

③宾语。宾语是谓语动词动作的承受者,一般同主语构成一样,宾语可以由名词或起名词作用的成分担任,包括名词、代词宾格、动名词、不定式、宾语从句。宾语一般放在谓语动词后面。例如:

名词作宾语:The girl needs a pencil.

Smoke made the city ugly.

代词作宾语:They did it yesterday.

I saw them getting on the bus.

名词、代词作双宾语:I showed him my pictures.

动名词作宾语:I like swimming.

不定式作宾语:I like to swim this afternoon.

宾语从句作宾语:We think (that) you are right.

④表语。表语用来说明主语的性质、身份、特征和状态。表语一般放在系动词之后,和系动词一起构成句子的复合谓语。表语可以由名词、形容词、数词、介词短语、不定式、动名词、分词、表语从句等担任。例如:

名词作表语:This is an English-Chinese dictionary.

形容词作表语:These desks are yellow.

数词作表语:She is ten.

介词短语作表语:The book is in the bag.

不定式作表语:Her dream is to be a teacher.

动名词作表语:Your task is cleaning the windows.

现在分词作表语:The book is very interesting.

过去分词作表语:He was excited.

表语从句作表语:My question is how you knew him.

另外,系动词除了be动词之外,还有一些表“转变为”之意的动词和感官动词。例如:

He became a teacher at last.他最终成了一名教师。

The egg smells bad.这个鸡蛋难闻。

⑤定语。定语是对名词或代词起修饰、限定作用的词、短语或句子。充当定语的有形容词、名词、代词、数词、副词、介词短语、不定式短语、分词和定语从句等。有些定语要放在所修饰词的前面(前置),有些则要放在所修饰词的后面(后置)。需要后置的有形容词短语、介词短语、分词短语、不定式短语、定语从句、副词、不定代词(如something等)。例如:

形容词作定语:That is a beautiful flower.

形容词短语作定语:This is a subject worthy of careful study.(后置)

名词作定语:It is a ball pen.

代词作定语:This is my book,not your book.

数词作定语:There are two boys in the room.

副词作定语:The boy there told me how to get to the station.(后置)

介词短语作定语:The girl in the classroom is my sister.(后置)

不定式作定语:I don’t know the way to get to the station.(后置)

分词作定语:Our country is a developing country.

分词短语作定语:The TV set made in that factory is very good.(后置)

定语从句作定语:The person who is standing under the tree is my teacher.(后置)

⑥状语。状语用来修饰动词、形容词、副词或全句,说明事物发生的时间、地点、原因、目的、结果、方式、条件、伴随情况、程度等。状语可以由副词、介词短语、分词短语、不定式及状语从句来担任,在句子中的位置很灵活。例如:

副词作状语:I often read the newspaper at night.

He speaks English very well.

This room is much bigger than that one.

介词短语作状语:On Sundays,there is no student in the classroom.

不定式作状语:He is studying hard to pass the exam.

状语从句作状语:While John was watching TV,his wife was cooking.(时间状语从句)

Wherever you go,you should work hard.(地点状语从句)

I’m late because I missed the bus.(原因状语从句)

The boss asked the secretary to hurry up with the letters so that he could sign them.(目的状语从句)

He got up so early that he caught the first bus.(结果状语从句)

You will certainly succeed so long as you keep on trying.(条件状语从句)

The old man always enjoys swimming even though the weather is rough.(让步状语从句)

She behaved as if she were the boss.(方式状语从句)

Sheis as bad-tempered as her mother.(比较状语从句)

分词短语作状语:He went out of the classroom,talking and laughing.(表伴随)

Hearing the news,they all jumped with joy(.表时间)

Not knowing how to work out the difficult physics problem,he asked the teacher for help.(表原因)

Given more time,they would have done it better.(表条件)

Helped by their teacher,the students finished the task successfully.(表方式)

He fired,killing two flying birds.(表结果)

Gaining much money,he still felt unhappy.(表让步)

⑦宾语补足语。位于宾语之后对宾语做出说明的成分。宾语与其补足语有逻辑上的主谓关系,它们一起构成复合宾语。能够充当宾语补足语的有:名词、形容词、介词短语、不定式、分词、副词等。一般情况下,宾补通常紧跟在宾语之后。例如:

名词作宾补:The war made him a soldier.

形容词作宾补:I find learning English difficult.

介词短语作宾补:I often find him at work.

不定式作宾补:The teacher asked the students to close the windows.

分词作宾补:I saw a cat running across the road.

副词作宾补:I saw the kite up and down.

⑧同位语。一个名词(或其他形式)对另一个名词或代名词进行解释或补充说明,这个名词(或其他形式)就是同位语。例如:

We students should study hard.(students是we的同位语,都是指同一批“学生”。)

We all are students.(all是we的同位语,都指同样的“我们”。)

The news that our women volleyball team had won the championship encouraged us all greatly.(that引起的从句是news的同位语。)(6)翻译

① E-commerce (electronic commerce) is a transaction of buying or selling online.It draws on technologies such as mobile commerce,electronic funds transfer,supply chain management,Internet marketing,online transaction processing,electronic data interchange (EDI),inventory management systems,and automated data collection systems.

② International e-commerce is called cross-border e-commerce,as consumers buy online from merchants located in other countries and jurisdictions.

③ Online retailers,card processors,and payment service providers have hardly been affected by the economic crisis; on the contrary,these stakeholders have risen like a phoenix from the ashes,in an age when international expansion through global online trade has become big business.

④ Common language and culture reduces the barriers and saves the retailer transaction costs involved in adapting to websites and promotion.

⑤ Notwithstanding the above challenges,cross-border e-commerce is flourishing.The digital highway provides retailers with unprecedented global business opportunities.(7)写作

电子邮件是跨境电子商务使用的一种重要的书面沟通方式,下面将介绍电子邮件的写作方式。

◆ 电子邮件的写法

电子邮件通常由以下几部分组成。

Date:发件时间。

To:收件人的e-mail地址。

From:寄件人的e-mail地址。

Subject:主题行。

CC:副本抄送。

Body Text:正文。这是邮件的主要内容,其格式,文体与普通信函相似。

①主题。电子邮件最重要的部分是主题,假设我们都是很忙的人,在打开邮箱阅读邮件时,第一眼看到的就是邮件的主题。所以,主题应当做到言简意赅并突出邮件重要性。英文邮件的主题需要注意不超过35个字母,将位于句首的单词和专有名词首字母大写。比如:Some questions about C++。在比较正式的格式中,需要把每个单词的首字母大写(介词、冠词除外)。

②称谓。如果是第一次给对方写信,那么称谓最好用“Dear+全名”,这样会让人感觉比较正式。如果对方以非正式口吻来信,我们也可以非正式地回复。比如:“Hello/Hi Lillian”。在实际通信中可能遇到不知道对方姓名的情况,可以用“Dear+对方头衔”,如“Dear President”或“Dear+Sir/Madam”的形式。英国人习惯在称呼后加“,”,美国人习惯在称谓后加“:”,有时也可以不加任何标点,视具体情况而定。

③正文。在书写正文时,把最重要的事情写在正文最前面,邮件内容较长时写在第一段。为了让收件人阅读邮件比较舒服,我们需要注意邮件正文结构的美感,邮件段落最好控制在两三段之内。如果一封电子邮件涉及多个信息点,我们可以采用分条目的方法,如符号、小标题、编号来使得邮件想要表达的内容层次清晰。邮件内容应注意单词的拼写、大小写、标点、语法等。所谓以小见大。

④结尾语。结尾语在正文之后添加。注意一般结尾语中只有第一个单词首字母大写而剩余单词都小写,此处与称呼不同。

一般电子邮件的结尾语:

Sincerely,

Sincerely yours,

在正文最后需要署名,可以写全名,也可以只写名字。需要辨明性别时可以在姓名后面注明(Mr./Ms.)。对于中国名字,应按相关拼写规则拼写,例如Xiong Lillian.如果写信人代表的是一个组织或部门,应在名字下一行写上自己的职位、所属部门。

◆ 邮件中常用词汇及句型

附件 attachment:I am attaching the report.我把报告放在了附件中。

转发 forward:I’ve forwarded your e-mail to Alice.我已经将你的邮件转发给Alice。

保持联系:stay /keep in touch

要求对方告知决定:Please let me know your decision as soon as possible.

写信给别人时一般常用How are you doing recently?

回复别人邮件时一般常用I am happy to receive your e-mail.

◆ 电子邮件范文示例Text B Speeding-up Cross-border E-commercein China

By Wang Lily

China is an important country for both cross-border online imports and exports.Close to a third of active online shoppers in China have made purchases across borders.China’s cross-border e-commerce grew more than 30% in 2015.At present,according to the Ministry of Commerce (MOC),more than 200,000 companies are running cross-border e-commerce businesses in China via 5,000-plus e-commerce platforms.

Cross-border e-commerce has also been developing rapidly to become a key channel for innovation in China.Boosting cross-border e-commerce will help create jobs,expand the market and bring new energy to the Chinese economy.Especially at present,in order to boost sluggish foreign trade,developing cross-border e-commerce is becoming more and more efficient and robust.

At the beginning of 2016,China expanded its cross-border e-commerce pilot zones to twelve cities: Tianjin,Shanghai,Chongqing,Hefei,Zhengzhou,Guangzhou,Chengdu,Dalian,Ningbo,Qingdao,Shenzhen,and Suzhou.The new pilot zones will model themselves on Hangzhou,with its successful information-sharing mechanism between businesses,financial institutions,and regulators,one-stop online financial services,smart logistics and open e-commerce credit systems.

The expansion of the pilot zones is coming at a time when the country is facing sluggish foreign trade.The total export and import value for 2015 decreased 7% year on year,falling for the first time in six years,while a change in China’s tax policy on retails sales on cross-border e-commerce platforms has triggered mixed feelings among buyers and sellers.

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