《跨境电商B2B操作实务》课程标准（中英文）

1、跨境电商B2B操作实务B2B Operation Practice of Cross-border E-commerce课 程 标 准Course Outline熟悉客户询盘及外贸邮的相关知识Familiar with customer inquiry and related knowledge of foreign trade mail.认识阿里国际站的平台信用评级体系；Know the platform credit rating system of Ali International Station;了解阿里国际站信用保障服务Understand the credit guarantee

2、 service of Ali International Station了解国际贸易风险及贸易欺诈行为Understand international trade risks and trade fraud.了解国际贸易纠纷类型A Understand the types of international trade disputes了解跨境电商支付方式；Understand the payment methods of cross-border e-commerce;A认识跨境物流分类；Understand the classification of cross-border logist

3、ics;熟悉国际物流优劣势比照；Familiar with the comparison of advantages and disadvantages of international logistics;了解知识产权的分类和形态；Understand the classification and form of intellectual property rights;了解国际跨境电商相关法律法规；Understand the relevant laws and regulations of international cross-border e- commerce;了解跨境电商禁限售规

4、那么；Understand the rules of prohibition and restriction of cross-border e- commerce;了解阿里巴巴国际站知识产权侵权行为；Understand the intellectual property infringement of Alibaba International Station;了解阿里巴巴国际站的相关平台网规； Understand the relevant platform network rules of Alibaba InternationalStation;技能Skill goal能够对跨境电子

5、商务有基本认识； Have a basic understanding of cross-border electronic commerce;掌握跨境电子商务的开展趋势； Master the development trend of cross-border electronic commerce;掌握跨境电子商务行业不同岗位设置； Master different positions in cross-border electronic commerce industry;掌握时下主流跨境电商平台运营模式及类型区分； Master the current mainstream cross

6、-border e-commerce platform operation mode and type distinction;能够进行阿里国际站平台的入驻申请，提交验证资料，完成开店； Be able to apply for the entry of Ali International Station platform, submit verification data and complete the shop opening;能够掌握公司信息及账户信息的管理方法步骤 Be able to master the management methods and steps of compan

7、y information and account information能够掌握产品关键词查找的步骤方法 Be able to master the steps and methods of product keyword search.能够借助跨境国际站平台完成多语言市场的产品发布与管理； Be able to complete product release and management in multilingual market with the help of cross-border international station platform;熟练阿里巴巴国际站的平台管理操作；

8、 Proficient in platform management operation of Alibaba International Station;能够熟悉品台内各工具的作用及操作应用 Be familiar with the function, operation and application of various tools in the product platform.能够熟悉搜索排序规那么并进行搜索诊断优化Be familiar with search sorting rules and optimize search diagnosis.能够进行旺铺装修，完成店招设计、产

9、品模块及自定义模块设计Be able to carry out prosperous shop decoration, complete shop sign design, product module and custom module design.能够完成无线移动端的页面设计Can complete the page design of wireless mobile terminal.能够进行国际站品台内顶级展位及橱窗设置Be able to set up the top booth and window in the international stand.能够进行阿里国际站平台内，

10、包括店铺自主营销、平台活动、直通车等 营销活动的设置和跟进；Be able to set up and follow up the marketing activities in the platform of Ali International Station, including independent marketing of stores, platform activities, through trains and so on;能够进行基本的社交媒体营销，掌握发帖技巧和关联店铺营销；Be able to conduct basic social media marketing, m

11、aster posting skills and associate with store marketing;能够进行搜索引擎广告投放、掌握产品SEO优化的方法；Be able to advertise in search engines and master the methods of product SEO optimization;能够对店铺的推广效果、销售状况进行全面而准确的分析Be able to comprehensively and accurately analyze the promotion effect and sales situation of the store

12、.能够进行零效果产品优化Be able to optimize products with zero effect.能够洞悉买家行为并及时把握行业最新动态Be able to understand buyers* behavior and keep abreast of the latest developments in the industry.能够熟练利用采购需求RFQ及客户询盘的分析及跟进挖掘目标客户；Proficient in using RFQ and customer inquiry analysis and follow-up to find target customers;

13、能够掌握新手客户开发的方式方法并进行客户关系管理Be able to master the methods of novice customer development and managecustomer relationship.能够完成阿里国际站信用保障服务的开通Be able to complete the opening of credit guarantee service of Ali International Station.能够填写信用保障订单并掌握信用保障订单的处理流程Be able to fill in credit guarantee orders and maste

14、r the processing flow of credit guarantee orders.能够识别国际贸易欺诈行Be able to identify fraudulent banks in international trade能够处理国际贸易纠纷Be able to handle international trade disputes.掌握跨境支付方式Master cross-border payment methods能够掌握国际贸易物流的选择方法Be able to master the selection method of international trade logi

15、stics能够完成一达通服务的开通Be able to complete the opening of all-in-one service.掌握一达通服务的关联产品操作及走单流程Master the related product operation and order taking process of a-Datong service.掌握新手物流模板设置；Master the novice logistics template settings;掌握预防知识产权侵权的方法；Master the methods of preventing intellectual property in

16、fringement;具备处理知识产权侵权行为的能力。Have the ability to deal with intellectual property infringement.素养目标Literacy goal顺应市场开展趋势的应变能力；Adaptability to the market development trend;国际电子商务视野的建立；The establishment of international e-commerce vision;跨境电商营销思维的培养；Cultivation of cross-border e-commerce marketing thinki

17、ng;大数据环境下的市场预判能力和危机意识；Market prediction ability and crisis awareness in the big data environment;具备初步的辩证思维能力；Have preliminary dialectical thinking ability;岗位的学习能力和适应能力；The learning ability and adaptability of the post;学生的商务诚信、就业能力、竞争能力与就业信心。Students* business integrity, employability, competitivenes

18、s and employment confidence.U!I、教学的内容与要求IV. The content and requirements of teaching工程一跨境电商概况Overview of cross-border e-commerce of the project(一)教学要求(A) Teaching requirements本工程是该课程的第一局部，通过对知识点的讲解引导学生对跨境电子商 务有初步的认知，该内容涵跨境电子商的概况、开展、现有模式、相关法律法 规、与传统外贸的区别等相关内容，为接下来的课程树立良好的学习框架。This project is the firs

19、t part of this course. Through the explanation of knowledge points, students are guided to have a preliminary understanding of cross-border electronic commerce, which includes the general situation, development, existing mode, relevant laws and regulations, differences from traditional foreign trade

20、 and other related contents of cross-border e-commerce, and establishes a good learning framework for the following courses.通过课堂互动性提问，模拟情景式的课堂思考，实践加强训练相结合的模 式，使学生掌握相关的知识点。Through classroom interactive questioning, simulated situational classroom thinking, and the combination of practice and intensiv

21、e training, students can master relevant knowledge points.1.知识要求X. Knowledge requirements了解跨境电子商务的开展概况；Understand the development of cross-border electronic commerce;(2 )了解跨境电子商务与传统国际贸易的区别；Understand the difference between cross-border electronic commerce and traditional international trade;(3 )了解跨境

22、电子商务的模式划分；Understand the pattern division of cross-border electronic commerce;(4 )熟悉跨境电子商务不同岗位的职责；Be familiar with the responsibilities of different positions in cross-border electronic commerce;(5 )熟悉跨境电子商务的业务流程。Be familiar with the business process of cross-border electronic commerce.2.技能要求2. Skil

23、l requirements(1)能够对跨境电子商务有基本认识；Be able to have a basic understanding of cross-border electronic commerce;(2 )掌握跨境电子商务的开展趋势；Grasp the development trend of cross-border electronic commerce;(3 )掌握跨境电子商务行业不同岗位设置；Master the different post settings in cross-border electronic commerce industry;(4 )掌握跨境电子商

24、务的业务流程。Master the business process of cross-border electronic commerce.(二)重点与难点(B) Key points and difficulties1.重点Focus(1 )跨境电子商务概念认知；cross-border electronic commerces conceptual cognition;(2 )跨境电子商务的模式划分Pattern division of cross-border electronic commerce(2 )跨境电子商务的业务流程。(2) Business processes in cr

25、oss-border electronic commerce.难点. Difficulties(1)跨境电商的业务流程；Business process of cross-border e-commerce;(三)课时分配(C) allocation of class hours理实一体：6课时Integration of theory and practice: 6 class hours(四)教学内容Teaching content相关教学案例Relevant teaching cases(五)综合实训Comprehensive training学生通过亲身体验跨境电子商务总结其给日常生活

26、带来哪些变化，通过互联网查看相 关跨境电商企业，总结其不同点、岗位设置等信息。Through personal experience of cross-border electronic commerce, students summarize what changes it has brought to their daily lives, check relevant cross-border e-commerce companies through the Internet, and summarize their differences, job settings and other

27、information.工程二跨境电子商务平台认知Project 2 cross-border electronic commerce Platform Cognition(一)教学要求(A) Teaching requirements工程二的学习，本工程重点在于对时下通用的几大平台进行介绍，包括盈利方式、服 务种类等，在充分了解所面向的地区，客户群体，招商入驻规那么和经营模式，以及相关规 那么限制等基础上，让学生学会选择入驻合适的平台。同时还讲解了跨境海外市场的调研情 况，和跨境电商中货源采购的常见问题分析和采购的主要渠道，从而让学生了解整个过程 的经营模式。Study of the sec

28、ond project. The focus of this project is to introduce several popular platforms, including profit-making methods and service types. On the basis of fully understanding the region, customer groups, rules and business models for investment promotion, and relevant rules and restrictions, students can

29、learn to choose the appropriate platform to settle in. At the same time, it also explains the investigation of cross-border overseas markets, the analysis of common problems and the main channels of procurement in cross-border e-commerce, so that students can understand the business model of the who

30、le process.本工程要求以案例为基础结合实训，完成对本工程的学习，本工程要求学生具备一定 的分析能力。This project requires case-based training to complete the study of this project, which requires students to have certain analytical ability.知识要求Knowledge requirements(1)了解跨境电商平台；Understand the cross-border e-commerce platform;(2)了解选品的重要性；Underst

31、and the importance of selection;(3 ) 了解选择货源渠道的重要性。Understand the importance of choosing the source of goods.技能要求. Skill requirements(1)掌握数据分析产品方法；Master the product method of data analysis;(2)掌握货源渠道选择方法；Master the selection method of source channels;跨境电商B2B操作实务课程标准Course syllabus of B2B Operation Pr

32、actice of Cross-borderE-commerce本大纲适用于中高职院校电子商务相关专业。建议开设80课时。跨境电商B2B操作实务课程教学大纲Course syllabus of B2B Operation Practice of Cross- TOC o 1-5 h z border E-commerce1 HYPERLINK l bookmark230 o Current Document 、 课程的性质和 目标 First, the nature and objectives of the course4 HYPERLINK l bookmark236 o Current

33、Document 二、授课对象及要求 Second, the teaching object and requirements5 HYPERLINK l bookmark238 o Current Document 三、课程的教学目标 Third, the teaching objectives of the course6 HYPERLINK l bookmark10 o Current Document 四、教学的内容与要求 Fourth, the content and requirements of teaching14 HYPERLINK l bookmark12 o Current

34、 Document 工程一 跨境电商概况 Overview of cross-border e-commerce of the project14 HYPERLINK l bookmark14 o Current Document （一） 教学要求（A） Teaching requirements14 HYPERLINK l bookmark16 o Current Document .知识要求 1. Knowledge requirements15 HYPERLINK l bookmark22 o Current Document （二）重点与难点（2） Key points and dif

35、ficulties16.重点 1. Focus16 HYPERLINK l bookmark26 o Current Document 2,难点 2. Difficulties16 HYPERLINK l bookmark28 o Current Document （三）课时分配（3） allocation of class hours16 HYPERLINK l bookmark54 o Current Document （四）教学内容（4） Teaching content17 HYPERLINK l bookmark56 o Current Document （五）综合实 训（5） Co

36、mprehensive training17工程二 跨境电子商务平台认知 Project 2 cross-border electronic commerce PlatformCognition17 HYPERLINK l bookmark60 o Current Document （一）教学要求 （A） Teaching requirements17 HYPERLINK l bookmark62 o Current Document .知识要求 1. Knowledge requirements18 HYPERLINK l bookmark46 o Current Document （二）重

37、点与难点（2） Key points and difficulties19.重，点 1. Focus19 HYPERLINK l bookmark50 o Current Document .难点 2. difficulty19 HYPERLINK l bookmark52 o Current Document （三）课时分酉己（3） allocation of class hours19 HYPERLINK l bookmark76 o Current Document （四）教学内容（4） Teaching content19 HYPERLINK l bookmark78 o Curren

38、t Document （五） 综合实训I （5） Comprehensive training20 HYPERLINK l bookmark58 o Current Document 工程三 国际站账户开通与管理 3. Opening and management of international station account of the project20 HYPERLINK l bookmark36 o Current Document （一）教学要求（A） Teaching requirements20 HYPERLINK l bookmark38 o Current Documen

39、t .知识点要求 1. Knowledge requirements21 HYPERLINK l bookmark68 o Current Document （二）重点与难点（2） Key points and difficulties23（二）重点与难点(2) Key points and difficulties1.重点. Focus（1 ）数据化选品；data selection;. difficulty（1 ）多种跨境电商平台的认识和选择；Understanding and selection of various cross-border e-commerce platforms;（

40、三）课时分配allocation of class hours理实一体：6课时Integration of theory and practice: 6 class hours（四）教学内容Teaching content相关教学案例Relevant teaching cases(五)综合实训Comprehensive training不同跨境电子商务平台的认知Cognition of Different cross-border electronic commerce Platforms本工程实训内容为不同跨境平台的认知，学生结合所学中对不同跨境电子 商务平台的营销市场、用户规模、用户消费特

41、点、运营模式、商家入驻条件、 支付方式等内容进行分析。The training content of this project is the cognition of different cross-border platforms, and students analyze the marketing market, user scale, user consumption characteristics, operation mode, business occupancy conditions, payment methods and other contents of differen

42、t cross-border electronic commerce platforms in combination with what they have learned.工程三国际站账户开通与管理Opening and management of international station account of the project(一)教学要求(A) Teaching requirements工程三的学习，那么是在工程二基础上学习跨境B2B平台的基础操作。本项 目以阿里国际站为重点，通过对案例的学习，使学生掌握店铺开通、账户信息 管理、产品发布、模块管理、关键词查找，搜索排序规那么，

43、搜索诊断优化等内 容。The study of Project 3 is to learn the basic operation of cross-border B2B platform on the basis of Project 2. This project focuses on Ali International Station. Through case study, students can master the store opening, account information management, product release, module management,

44、keyword search, search sorting rules, search diagnosis optimization and so on.平台操作是本课程的核心任务。商铺的申请开通，产品的发布与管理，产 品关键词查找，搜索排序规那么，搜索诊断优化及工具应用等每一个步骤都要求 掌握。Platform operation is the core task of this course. Every step, such as the application for opening a shop, product release and management, product ke

45、yword search, search sorting rules, search diagnosis optimization and tool application, needs to be mastered.本工程要求以案例为基础结合实训，完成对本工程的学习。This project requires case-based training to complete the study of this project.知识点要求Knowledge requirements(1)熟悉店铺签约开通等相关知识；Be familiar with relevant knowledge such

46、as the signing and opening of stores;(2 )公司及账户信息管理Company and account information management(3 )关键词查找方法步骤keyword search method steps(4 )熟悉产品发布规那么及流程Be familiar with product release rules and procedures.(5 )熟悉产品管理工作流程Be familiar with product management workflow.(6 )熟悉工具中心的操作应用；Be familiar with the op

47、eration and application of tool center;(7 )熟悉搜索排序规那么Be familiar with search sorting rules.(8 )搜索诊断优化Search diagnosis optimization.技能要求. Skill requirements(1)能够进行阿里国际站平台的入驻申请，提交验证资料，完成开店；Be able to apply for the platform of Ali International Station, submit the verification data and complete the shop

48、 opening;(2 )能够借助平台完成信息收集、发布、推广，商品销售及客户管理，店 铺管理等工作。Be able to use the platform to complete information collection, release and promotion, commodity sales and customer management, store management, etc.(3 )掌握关键词的获取方法，熟知产品搜索排序规那么，进行搜索诊断优化。Master the key word acquisition method, be familiar with the pr

49、oduct search ordering rules, and optimize the search diagnosis.（二）重点与难点(2) Key points and difficulties1.重点Focus（1 ）平台申请开通；Application for opening the platform;2.难点Difficulties（1 ）后台操作技能background operation skills（三）课时分配allocation of class hours理实一体：10课时Integration of theory and practice: 10 class ho

50、urs（四）教学内容Teaching content相关教学案例Relevant teaching cases(五)综合实训Comprehensive training国际站开通及产品发布Opening of international station and product release学生通过实训软件开通阿里国际站，并完成产品发布及管理。Open Ali International Station through student training software, and complete product release and management.工程四旺铺装修Project si

51、store decoration(-)教学要求(A) Teaching requirements旺铺装修对提高店铺浏览量，引导客户深度访问，降低跳失率，增加流量 转化率发挥着重要作用。通过旺铺背景页面认知，旺铺各模块设计及无线端装 修的学习，使学生熟悉旺铺模板设计的步骤与方法，引导学生完成阿里国际站 的店铺装修流程。Prosperous shop decoration plays an important role in increasing the number of shop views, guiding customers to visit in depth, reducing the

52、skip rate and increasing the traffic conversion rate. Through the cognition of stores background page, the study of stores module design and wireless terminal decoration, students are familiar with the steps and methods of stores template design, and guide students to complete the shop decoration pr

53、ocess of Ali International Station.1.知识点要求X. Knowledge requirements(1)旺铺模板设计store Template Design(2 )店招设计Shop sign design(3 )产品模块设计Product module design(4 )自定义模块设计Custom module design.(5 )无线端装修wireless end decoration.技能要求. Skill requirements(1)能够完成平台内店招及旺铺各模块设计Be able to complete the design of each

54、module of the store recruitment and store in the platform.(2 )能够完成无线端的旺铺装修Be able to complete the prosperous shop decoration of the wireless terminal.(二)重点与难点(2) Key points and difficulties1.重点Focus(1)旺铺模块设计design of store module(2 )店招设计Shop sign design(3 )产品模块设计Product module design(4 )无线端装修wireles

55、s end decoration2.难点Difficulties(1)店招设计(1) Shop sign design(三)课时分配allocation of class hours理实一体：8课时Integration of theory and practice: 8 class hours(四)教学内容Teaching content相关教学案例Relevant teaching cases(五)综合实训Comprehensive training本实力11工程要求学生通过平台完成旺铺各模块的装修设计。This training project requires students to

56、complete the decoration design of each module of store through the platform.五营销中心Project marketing center(-)教学要求(A) Teaching requirements跨境电子商务的营销方式有多种，总的来说可分为平台内营销和平台外营 销两种。通过学习阿里国际站店铺的竞价付费广告、平台活动、营销推广、社 交媒体营销等方式来进行平台推广，提升店铺流量，增加转化率,达成销售目 标。There are many marketing methods in cross-border electroni

57、c commerce, which can be divided into two types: on-platform marketing and off-platform marketing.Promote the platform by learning the bidding advertising, platform activities, marketing promotion, social media marketing, etc. of Ali International Station stores, so as to improve the store traffic,

58、increase the conversion rate and achieve the sales target.本工程要求对真实案例在阿里国际站平台上的运营过程做详细讲解。This project requires a detailed explanation of the operation process of real cases on the platform of Ali International Station.知识点要求Knowledge requirements(1)掌握直通车推广的相关知识；Master the related knowledge of through

59、train promotion;(2 )掌握顶级展位的操作流程Master the operation process of the top booth(3)掌握橱窗设置的操作流程Master the operation process of window setting.(4 )掌握店铺活动设置的流程Master the process of setting up shop activities.(5 )掌握店铺自主营销推广的相关知识Master the relevant knowledge of independent marketing promotion of stores.(6)熟知

60、社交媒体营销的分类；Be familiar with the classification of social media marketing;2.技能要求2. Skill requirements(1)能够进行阿里国际站平台内，包括店铺自主营销、平台活动、直通车等营销活动的设置和跟进； TOC o 1-5 h z .重点 1. Focus23 HYPERLINK l bookmark72 o Current Document .难点 2. Difficulties23 HYPERLINK l bookmark74 o Current Document （三）课时分配（3） allocatio