《跨境电商实用英语》课件Unit 2-Chapter 4

AmazonPlatform(B2C)跨境电商实用英语Chapter4Unit2IntroductiontoCross-borderE-commercePlatforms跨境电商系列教材AcquirebasicknowledgeaboutAmazonplatform(B2C)1KnowthenewbusinessmodelsofAmazonplatform(B2C)2KnowhowtosellitemsonAmazonplatform(B2C)3LearnwordsandexpressionsconcerningtalkingaboutAmazonplatform(B2C)4UnitGoalsAfterstudyingthischapter,youareexpectedto：PARTONEWarming-upPART1Warming-upWorkingroup.Lookatwhatthefollowingpeoplesayordoandexpressyourownopinionswithyourgroupmembers.Trytorelatetoyourpersonalexperience.MenChanghui,asenioranalystatBeijing-basedInternettechnologyfirmsaid,“Globally,Amazonhasmaderemarkablemovesinsmarthardware,cloudcomputingandartificialintelligence.”InChina,themoveshowsthatAmazonisseekingopportunitiesfromtheartificialintelligence-basedindustrychain.PART1Warming-upB.JeffBezos(founderandCEO,Amazon)believesthattechnologyiscrucialinmakingthecompanyachieveitsgoalinthemindsofconsumersofbeingthe“Earth’smostcustomer-centriccompany.”PARTTWOPassageReadingPART2PassageReadingAInc(AMZN),consideredbeingatypicalB2Ce-commercecompany,profitsfromsellingbooksandconsumerelectronicsonlineatreasonableprices.However,thisisjustpartofthestory.DifferentfromitsdomesticpeersasDandJD.com,thererunssuchbloodofnoveltybeneathitsplainB2Cbusinessmodelthateverysinglemovemadehasbroughtprofoundinfluenceintoourcurrentlifeandevenfuture.AMZNonlyhascurrentlywovenintoeveryfabricofAmericanday-to-daylife,eithertheaccessibilitytodailynecessitiesasmilk,cereal,mowerorsofasoonsoforthviaAoreBooks,magazineandtextbooksreadingoverKindle,orsongsdownloadedfromAmazonMp3MusicStore,ormovieviewingavailableinvideo-on-demandservicesofAmazonPrimeVideo.Itevenopensopportunitiestoaccumulateyourstart-upcapitalbyinvestinginitsshares(whichislikelytotripleifdoneintheendofyear2008),toworkinitsSeattleheadquarterandtodobusinessinitsMarketplaceaswellastosetupyourowninternetcompanybypurchasingitsEC2service.HowdoesAMZNevolvefromasimpleonlinebookstoreintoaworld-classcorporationmatchedbyold-ageindustrioustycoons?Thesecretliesinitsrelentlessexplorationintonewbusinessmodelsonthebasisofitstechnologicalinnovation.ToUnveiltheHiddenSecretsofAmazon’sB2CBusinessModelSubscribedShoppinginB2CModelTheprogramSubscribe&SaveofAmazonreferstotheautomaticsubscriptionservicespecializedinhouseholditems,theonesimilartotheexistingmagazineandnewspaperequivalents,shippinggoodsaspackagedfoods,toiletryaswellashealthcareandbabyproductstoconsumersregularly.Usersmayfeelfreetostartthesubscriptionbyselectingthemostfrequentpurchasesandsetthedeliveryfrequency.Ondoingso,thepreferentialtermsareunlockedasthediscountupto15%,orderprocessingandshippingprioritiesaswellaschancestochangeorcanceltheorderanytimeandpriceprotectionsoonsoforth.Seeminglynormalthough,thesehavebecomeabigmagnet,basingthemonAmazon,oneofthelargestB2Cplatforms.ForAmazonitself,Subscribe&Saveprogrammanagestoreducetheinventorycostandsimultaneouslyimprovetheuserviscosity,inspiteofshrunkpriceanddiminishedsalesrevenue.ItdeservesattentionthatthisveryprogramisjustonesmallportionamongotherattemptsinitsB2Cfield,whoseemphasislaidondigitalfield.1PART2PassageReadingDigitalMusicStore

Formany,iTuneshaslongbeenahouseholdname,yetAmazonMP3hasactuallymadeitsdebutasearlyastheyear2007.TheonlinemusicstoreofAmazonboastsitslargestsellingpointinnoDRM(digitalrightsmanagement)technologyinvolvedinmillionsofsongsforsale.Thusgradually,ithasgrownonmusicloversdaybydayoveryears.Inaddition,digitalrecordshereexceeditsApplecounterpartsforthecompatibilitytoalmostanymediaplayerwhilethelatterstickingtoitsownformat.Inviewofprice,italsohastheinsidetrackwithiTune’sfixedpricesof$0.99and$9.99forrespectivelyeachsongandalbumbeingconsidered,whoselowpricestrategyprovedtobeacrucialfactortoallureusers.PART2PassageReading2StreamingMedia

Excelnotmerelyindigitalmusicsales,Amazon,hasalsosteppedintostreamingmediaservice.AMZNlaunchedAmazonVOD(streammediaondemandserver)relyingonitsmassivevideoclipsources.Inreality,ithasdevelopedIMDintooneofthelargest-scalevideodatabasesgainingfavorofmostviewersafterthepurchasein1998.PART2PassageReading3Palm-topBookstoreTheendof2007witnessedAmazon’sofficialannouncementoftherevolutionaryelectricpaperbookreaderKindle.Nevertheless,itisnotuntilthereleaseofKindleIIthatthisproductfinallyreapeditsrealmarketimpactinearly2009.Atpresent,nearly2millionchoosetouseKindlereaders,andstatistically,theamountofbooksboughtsoars2.7timesperpersonafterbuyingaKindle.NotonlydoKindleseriesfacilitatethebook-buyingandreadingexperience,butmakepossiblesuchrefreshingtypesasmulti-mediabooksoroneswithmoretimeliness.AnditisKindlethatpropelsindividualstoreadmoreandenormouslylevelsupthevaluesofindustrychain.Currently,Amazonservesasthegamechangerintraditionalpublishingsectorbyintroducinga70%saleshareforwritersandpublisherwithregardstodigitalbookspricedbelow9.99USdollarsinthesecondhalfofyear2010,whichisdefinitelyablessingtofreelancers.PART2PassageReading04NewForceinInternetAdvertisingOfalltheAmazon'snewbusinessmodels,thereisagoodchanceofsuccessinInternetadvertising.AnditstillhascertainwinrateevencompetingagainstthegiantGoogle,foritsuniquestrengthsincomparisonwithothermainplayersasYahooorMicrosoft.Admittedly,Amazon’sB2Cbusinessenablestheconversionfromitsadvertisementdisplayandclickingdirectlyintosalesandtherebytheseverysalerecordshavebroughtthecompanycolossalbehavioraldataonusers’consumptionovertheyears.Thankstoitsmaturenon-advertisingoperationmodel,itenjoysmeritsinadvertisingpricingbasedonthediverserevenue.Additionally,asalow-margin-orientedonlineretailer,ithasmorelikelihoodtotideoverthepressurefromcapitalmarketcomparedwithotherhigh-techfirms,invirtueofitslow-cost-high-efficiencyoperationinthelongrun.Thisdayandage,AmazonhasvividlyrepresentedusitshugebusinessmodelmatrixcoredonB2C,withinwhichmodelssupportandcomplementeachother,winningitselfunbeatableweaponsinbusinessfightsduringthenextdecade.5PART2PassageReadingNewWordsnovelty

[ˈnɒvlti]n.1NewWordoriginalitybyvirtueofbeingnewandsurprising创新，新颖e.g.Ⅰ)Challengeandnoveltyarekeyelementsofhappiness.挑战和新颖是快乐的关键元素。Ⅱ)Inthecontemporarywesternworld,rapidlychangingstylescatertoadesirefornoveltyandindividualism.在当代西方社会，快速变化的时尚迎合了人们追求新奇和个性的需求。返回profound

[prəˈfaʊnd]adj.01NewWord2verygreat;feltorexperiencedverystrongly深刻的，严重的，意义深远的e.g.Ⅰ)Thisisabookfullofprofound,originalandchallenginginsights.这本书充满了深刻、新颖、令人深思的见解。Ⅱ)Colorhasaprofoundinfluenceonoursensesandmoods.颜色会极大地影响我们的感官和情绪。返回Accumulate

[əˈkju:mjəleɪt]v.NewWord3tograduallygetmoreandmoreofsthoveraperiodoftime积累，增加e.g.Ⅰ)Workhard,andyouwillaccumulateafortunesomeday.如果你努力工作,总有一天会积累起一笔财富的。Ⅱ)ThekeytosustainabledevelopmentinChinaistoexploitandaccumulatehumancapital.中国要实现可持续发展，最根本的问题是要大量开发和积累人力资本。返回tycoon

[taɪˈku:n]n.NewWord4

averywealthyorpowerfulbusinessman企业界的大亨e.g.Ⅰ)Thetycoonisonthevergeofbankruptcy.那名大亨濒临破产的边缘。Ⅱ)Heisabusinesstycoon.他是一位实业界巨子。返回Relentless

[rɪˈlentləs]adj.5NewWordnotstoppingorgettinglessstrong不间断的e.g.Ⅰ)Relentlessinhispursuitofquality,histechnicalabilitywasremarkable.对质量孜孜不倦的追求使他的技能出类拔萃。Ⅱ)Iwillpursuemyaimswithrelentlessdetermination.我将以不屈不挠的毅力去追求我的目标。返回subscribe

[səbˈskraɪb]v.01NewWord6offertobuy,asofstocksandshares订阅，订购e.g.Ⅰ)Ifyousubscribetothenewspaper,it'llbedeliveredtoyourdoor.如果你订阅报纸,它会直接给你送到门上的。Ⅱ)Employeessubscribedforfarmoresharesthanwereavailable.员工申请认购的股份远远超出实际可认购的额度。返回toiletry

['tɔɪlɪtrɪ]n.NewWord7artifactsusedinmakingyourtoilet(washingandtakingcareofyourbody)化妆用品，盥洗用具e.g.Ⅰ)Keepingatoiletrykitpermanentlyinapieceofluggageisasmartidea.始终在行李中准备一套盥洗用品是个好主意。Ⅱ)Thisnewtechnologyiswidelyappliedintoiletryfield.这项新技术被广泛应用于化妆品行业。返回preferential

[ˌprefəˈrenʃl]adj.NewWord8manifestingpartiality

优惠的e.g.Ⅰ)Iwillgiveyouaspecialpreferentialpriceoffer.我将给你们一个特别优惠报价。Ⅱ)Let’sdevelopthemarkettogetherwithapreferentialpriceandgoodafter-salesservice.让我们以优惠的价格和良好的售后服务共同开发市场。返回magnet[ˈmægnət]n.9NewWordacharacteristicthatprovidespleasureandattracts有吸引力的人或物e.g.Ⅰ)Inthe1990stheareabecameamagnetfornewinvestment.这个地区在20世纪90年代成了新的投资热点。Ⅱ)BuckinghamPalaceisagreatmagnetfortourists.白金汉宫对旅游者来说是个有巨大吸引力的地方。返回simultaneously

[ˌsɪməl'teɪnɪəslɪ]adv.01NewWord10atthesameinstant同时地e.g.Ⅰ)TheWindowsallowsacomputerusertoexecutemultipleprogramssimultaneously.Windows操作系统允许计算机用户同时运行多个程序。Ⅱ)Theradarbeamcantrackanumberoftargetsalmostsimultaneously.雷达波几乎可以同时追着多个目标。返回debut

['deɪbju:]adv.NewWord11theactofbeginningsomethingnew首次登场，初次露面e.g.Ⅰ)Theylookedforwardtothedebutoftheirnewproductline.他们期待着他们的新生产线能早日开工。Ⅱ)ShemakesherprofessionalstagedebutinSwanLake.她首次在职业舞台上亮相是出演《天鹅湖》。返回allure

[əˈlʊə(r)]v.NewWord12disposeorinclineorenticeto诱惑，吸引e.g.Ⅰ)Inordertoalluremorecustomers,wedecoratedthestoreagain.为了吸引更多的顾客,我们又一次装修了店铺。Ⅱ)ThebeautifulbeachesofHawaiialluremanytouristsfromthemainlandoftheUnitedStates.夏威夷美丽的海滨吸引了许多从美国本土来的游客。返回reap

[ri:p]v.13NewWordgetorderive收获，获得e.g.Ⅰ)Thecompanyisonlyjuststartingtoreaptherewardsoflong-terminvestments.这家公司才刚刚开始收获长期投资的回报。Ⅱ)Ourfirmislikelytoreapabigprofitthisyear.今年我们公司很可能获得巨额利润。返回propel

[prəˈpel]v.01NewWord14giveanincentiveforaction

驱使，推进e.g.Ⅰ)Wewillpropeleconomicdevelopmenttoanewlevel.我们要推动经济发展再上新台阶。Ⅱ)Wemustdevelopindustrieswithlocaladvantagesandpropelthedevelopmentofkeyareas.我们必须积极发展有特色的优势产业，推进重点地带开发。返回colossal

[kəˈlɒsl]adj.NewWord15extremelylarge巨大的e.g.Ⅰ)Evenbymodernstandards,the46,000tonTitanicwasacolossalship.即使按照现代的标准看,那46,000吨的泰坦斯尼克号也是一艘巨轮。Ⅱ)Mostoftheircolossalprofitsarereinvested.他们的大额利润主要都进行了再投资。返回ProperNamesProperNamesEC2:亚马逊弹性计算云（EC2，ElasticComputeCloud）是一个让使用者可以租用云端电脑运行所需应用的系统。VOD:亚马逊视频点播（AmazonVideoOnDemand）是A在美国所提供的互联网视频点播服务。IIMD:互联网电影资料库（InternetMovieDatabase，简称IMDb）是一个关于电影演员、电影、电视节目、电视明星和电影制作的在线数据库。Phrases&Expressionsprofitfrom得益于01P&Ee.g.Ⅰ)Hehopedtoprofitfromhisinvestments.他希望从投资中获利。Ⅱ)Surelywe'llprofitfromyourwork.我们肯定会从你的工作中得到益处。Phrases&Expressions01P&E02specializein专攻，精通e.g.Ⅰ)Theteamtodayconsistsofover200employeesthatspecializeintechnology,design,operationsandmarketing,amongotherareas.目前这个部门由200名员工和技术骨干组成，包括设计、运营、销售以及其他领域员工。Ⅱ)Manystudentsspecializeinengineering.许多学生专攻工程学。Phrases&ExpressionsP&E03in

spite

of

尽管，不管e.g.Ⅰ)Inspiteofhergoodsalary,shemeasuredouteverydollarneededforhouseholdexpenses.她的工资尽管不错，但在家务开支上每一块钱她也要算一算。Ⅱ)Inspiteoftherecession,profitshavegallopedahead.尽管还处于萧条期，利润却迅猛增长。Phrases&ExpressionsTask1Workinpairs.Readthepassageandanswerthefollowingquestions.1WhatstrategydoesiTunesusetoallureusers?2WhenwasKindleIIreleased?3WhatistheuniquestrengthofAmazonwhencompetingwithYahooandMicrosoft?Task21.Dalianisa__________fortourists.2.Thesingerearnsa___________amountofmoney.3.Theself-made___________wasbraggingaboutthesecretofhissuccess.4.I'm____________inthepursuitofmygoals.5.Jenniferwasn'tyettotallyconvincedthatshe'd___________amorerelaxedlifestyle.6.Forbabiesandtoddlersonallroutes,theairlinecompanyprovidesa___________kitwithwetwipes,cream,bib,teethingringandtissuepack.7.Asamansows,soheshall___________.8.Colorprintingismovingrapidlyfrombeinga___________tobeingtherequiredmethodofoutput.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.magnet

colossaltycoonrelentlessprofitfromtoiletry reapnoveltyTask31你现在所学的和所做的对你一生都将会有很深远的影响。(profound)

______________________________________________________________2.橱窗陈列品吸引顾客购买货物。(allure)________________________________________________