ChapterTwelveCross-borderE-commerceChapterTwelveⅠTeachingobjectiveAfterthestudyofthischapter,thestudentsareexpectedto:Knowwhatise-commerceandcross-bordere-commerce;Knowhowtodesignawebpageandsuccessfullymarketonline;LearntodobusinessontheInternet.ChapterTwelveⅡBackgroundInformationE-commerceistheactivityofbuyingorsellingofproductsononlineservicesorovertheInternet.Electroniccommercedrawsontechnologiessuchasmobilecommerce,electronicfundstransfer,supplychainmanagement,Internetmarketing,onlinetransactionprocessing,electronicdatainterchange(EDI),inventorymanagementsystems,andautomateddatacollectionsystems.ChapterTwelveModernelectroniccommercetypicallyusestheWorldWideWebforatleastonepartofthetransaction’slifecyclealthoughitmayalsouseothertechnologiessuchase-mail.Typicale-commercetransactionsincludethepurchaseofonlinebooks(suchasAmazon)andmusicpurchases(musicdownloadintheformofdigitaldistributionsuchasiTunesStore),andtoalessextent,customized/personalizedonlineliquorstoreinventoryservices.Therearethreeareasofe-commerce:onlineretailing,electricmarkets,andonlineauctions.E-commerceissupportedbyelectronicbusiness.ChapterTwelveE-commercebusinessesmayalsoemploysomeorallofthefollowings:?OnlineshoppingforretailsalesdirecttoconsumersviaWebsitesandmobileapps,andconversationalcommercevialivechat,chatbots,andvoiceassistants?Providingorparticipatinginonlinemarketplaces,whichprocessthird-partybusiness-to-consumerorconsumer-to-consumersales?Business-to-businessbuyingandselling;?Gatheringandusingdemographicdatathroughwebcontactsandsocialmedia?Business-to-business(B2B)electronicdatainterchangeChapterTwelve?Marketingtoprospectiveandestablishedcustomersbye-mailorfax(forexample,withnewsletters)?Engaginginpretailforlaunchingnewproductsandservices?Onlinefinancialexchangesforcurrencyexchangesortradingpurposes.ChapterTwelveInternationalecommerceiscalledcross-bordere-commerce(CBEC),whenconsumersbuyonlinefrommerchants,locatedinothercountriesandjurisdictions.Theinternetenablesconsumerstoshopglobally,bypurchasingproductsandservicesacrosstheirborder,drivenbyacommonlanguage,acommonborder,specialoffers,orsimplybecausetheproductorserviceisn’tavailableintheconsumer’sownregion.Theincreasingpopularityoftabletsandsmartphones,allowsconsumersworldwidetocompareprices,connectwithotherconsumersviasocialmedia,todiscussproductsandservices,toselectawebshopindependentofitslocationandtotransferpaymentsviatheirPC,laptop,mobilephoneortabletatanyplace,anytime,anywhere.ChapterTwelveNotestobackgroundinformation:mobilecommerce：移動(dòng)電子商務(wù)WorldWideWeb：國際互聯(lián)網(wǎng)chatbot:a

computer

program

designed

tohavea

conversation

witha

human

being,

especially

overthe

internet聊天機(jī)器人pretail:

onlinesellinggoodsandservicespriortoavailabilityfortesting,building,andmanagingdemand

預(yù)銷售jurisdiction：therighttouseanofficialpowertomakelegaldecisions,ortheareawherethisrightexists管轄區(qū)域tablet：asmallcomputer平板電腦cross-bordere-commerce(CBEC)：跨境電子商務(wù)ChapterTwelveⅢWordsandexpressions:Dialogue1broadenv.擴(kuò)大outletn.專賣店；直銷店InformationAge信息時(shí)代electroniccommerce電子商務(wù)commodityn.商品entailv.需要ChapterTwelveⅢWordsandexpressions:Supplementaryusefulwordsandexpressionsforweb-basedsales:SEM：SearchEngineMarketing搜索引擎營銷SEO：SearchEngineOptimization搜索引擎優(yōu)化PPC（Pay-per-Click）：根據(jù)點(diǎn)擊廣告或者電子郵件信息的用戶數(shù)量來付費(fèi)的一種網(wǎng)絡(luò)廣告定價(jià)模式。PPL（Pay-per-Lead）：根據(jù)每次通過網(wǎng)絡(luò)廣告產(chǎn)生的引導(dǎo)付費(fèi)的定價(jià)模式。例如，廣告客戶為訪問者點(diǎn)擊廣告完成了在線表單而向廣告服務(wù)商付費(fèi)。CPO：CostperOrder簡稱CPO，也稱為Cost-per-Transaction，即根據(jù)每個(gè)訂單/每次交易來收費(fèi)的方式。ChapterTwelveDialogue2webpage網(wǎng)頁ropein拉來smashingadj.好極了signup簽約descriptionn.說明，描述cookien.緩存（計(jì)算機(jī)）stumbleontov.偶然發(fā)現(xiàn)standbyn.常備物ChapterTwelveSupplementaryusefulwordsandexpressionsFIRSTVIEW：（首頁瀏覽量）是指訪問一個(gè)頁面時(shí)，所看到的第一屏。這是投放廣告的最佳位置，所以，做網(wǎng)頁廣告時(shí)一般都選擇這個(gè)位置。Hit：(點(diǎn)擊)從一個(gè)網(wǎng)頁提取信息點(diǎn)的數(shù)量。網(wǎng)頁上的每一個(gè)圖標(biāo)、鏈接點(diǎn)都產(chǎn)生HIT，所以一篇網(wǎng)頁的一次被訪問由于所含圖標(biāo)數(shù)量，瀏覽器設(shè)置的不同，可以產(chǎn)生多次Hits。因此，用一段時(shí)間內(nèi)有多少Hits來比較網(wǎng)站訪問（點(diǎn)擊）流量是不準(zhǔn)確的。Impression：(印象數(shù))廣告圖片被訪問的次數(shù)。Interactiveadvertising：交互式廣告。指具有交互性的各種形式廣告，從廣告媒體上包括網(wǎng)絡(luò)廣告、無線廣告、交互電視廣告等，從廣告形式上包括BANNER、贊助式廣告、電子郵件廣告、關(guān)鍵詞檢索、推薦式廣告、分類廣告等。ChapterTwelveⅣKeystotheexercises1.1)outlet2)browser3)description4)webpage5)transaction6)logon7)onlineshopping8)broaden9)e-commerce10)informationageChapterTwelve

2.1)a4b2c1d3e52)Open-endedquestionChapterTwelve3.1)(1)Doingagoodonlinebusinessrequiresalittleresearchandasmallinvestment.(2)Lastmonthwehadonly40hitsonourwebsite.(3)Weneedtomaximizetheopportunitytoputourwebsitefirstonthelistofsearchengines.(4)Basedonthesefindings,IamabsolutelyconvincedthattheInternetisthefuturesalesdriver.(5)E-commercetortande-commercetortlawarethekeyissuestobesolvedine-commercelegislationinChina.ChapterTwelve2)(1)有了好主意之后，可以注冊域名、創(chuàng)建網(wǎng)站、電子郵件地址和托管服務(wù)來開店。(2)電子商務(wù)是以科學(xué)技術(shù)為基