跨境电子商务英语 Unit 7 课件

跨境电子商务英语Unit7

Cross-BorderE-CommerceMarketingActivities

UnitObjectives:LearnaboutthepromotionandmarketingstrategiesofCBEC.

LearntheconceptsofSEOandSEM.

LearnhowtobuildabrandwhiledoingCBECtransactions.Unit7Cross-BorderE-CommerceMarketingActivities1SEOandSEM23CONTENTS目录BrandBuildingPromotionandMarketing1PromotionandMarketing1.Learntheimportantholidaysinthewesterncountries,whicharealsosalesdays.Giveashortintroductionabouttheseshoppingholidays.Warming-upPart1Promotion

andMarketing(1)Valentine’sDay(6)AmazonPrimeDay(2)Easter(7)Halloween(3)Mother’sDay(8)BlackFriday(4)Father’sDay(9)Christmas(5)Children’sDay(10)NewYear’sEve(1)Valentine’sDayValentine’sDay,alsocalledSaintValentine’sDay,iscelebratedannuallyonFebruary14.Valentine’sDayisrecognizedasasignificantcultural,religious,andcommercialcelebrationofromanceandromanticloveinmanyregionsaroundtheworld.(2)EasterEaster,alsocalledResurrectionSunday,isafestivalandholidaycommemoratingtheresurrectionofJesusfromthedead,describedintheNewTestamentashavingoccurredonthethirddayafterhisburialfollowinghiscrucifixionbytheRomans.(3)Mother’sDayMother’sDayisacelebrationhonoringthemotherofthefamily,aswellasmotherhood,maternalbonds,andtheinfluenceofmothersinsociety.Itiscelebratedonvariousdaysinmanypartsoftheworld,mostcommonlyinthemonthsofMarchorMay.Part1Promotion

andMarketing(4)Father’sDayFather’sDayisacelebrationhonoringfathersandcelebratingfatherhood,paternalbondsandtheinfluenceoffathersinsociety.ManycountriesinEuropeandtheAmericashaveadoptedtheU.S.date,whichisthethirdSundayofJune.(5)Children’sDayChildren’sDayisacommemorativedatecelebratedannuallyinhonorofchildren,whoseactualdayvariesbycountry.In1925,InternationalChildren’sDaywasfirstproblemproclaimedinGenevaduringtheWorldConferenceonChildWelfare,andsincetheniscelebratedon1Juneinmostcountries.(6)AmazonPrimeDayAmazonPrimeDayfallsonJuly15thofeveryyear,whichisthedateinwhichitwaslaunchedonlinein1995.Amazoncelebratesthisspecialdaybyofferingspecialdeals,andmoredealsthanBlackFriday,toitsprimemembers.Part1Promotion

andMarketing(7)HalloweenHalloweenorHallowe’en(acontractionofHallows’EvenorHallows’Evening),alsoknownasAllHalloween,AllHallows’Eve,orAllSaints’Eve,isacelebrationobservedinseveralcountrieson31October,theeveoftheWesternChristianfeastofAllHallows’Day.(8)BlackFridayBlackFridayisaninformalnamefortheFridayfollowingThanksgivingDayintheUnitedStates,whichiscelebratedonthefourthThursdayofNovember.ThedayafterThanksgivinghasbeenregardedasthebeginningofUnitedStates’Christmasshoppingseasonsince1952,althoughtheterm“BlackFriday”didnotbecomewidelyuseduntilmorerecentdecades.Part1Promotion

andMarketing(9)ChristmasChristmasisanannualfestivalcommemoratingthebirthofJesusChrist,observedprimarilyonDecember25asareligiousandculturalcelebrationamongbillionsofpeoplearoundtheworld.(10)NewYear’sEveNewYear’sEve,thelastdayoftheyear,ison31December.Inmanycountries,NewYear’sEveiscelebratedateveningsocialgatherings,wheremanypeopledance,eat,drink,andwatchorlightfireworks.Part1Promotion

andMarketingWarming-up2.GroupDiscussion.Workingroupsanddiscusswithyoupartner(s)regardingonhowtoefficientlypromoteacellphonecaseon.Part1Promotion

andMarketingListeningListentothesentencesofmarketingandpromotionofCBEC,trytofillintheblanks.Part1Promotion

andMarketing（1）Marketingisthebridgebetweentheproductandthecustomer.AmarketerusesthefourPs—________,_____,

,and

—tocommunicatewiththeconsumer.Themarketermustchoosewhichisthebestformofpromotionfor

,soheorshewilldevelopamarketingplan.(3)Oncetheplanhasbeendeveloped,abudgetissetforthe

.

(4)

iswhenabusinessdecideswhichformsofcommunicationitwantstouseintheirmarketingplan.(5)Researchisdonethatdetails____________,segmentation,andbudget.productpriceplacepromotionthetargetaudiencepromotionalcampaignPromotionmarketresearchPart1Promotion

andMarketingSpeakingAandBareclassmates.Theyarediscussingaboutthepromotionalactivitiesofplatform-insideofCBEC.Pleasetrytoroleplaythefollowingdialogue,especiallypayattentiontotheunderlinedparts.Part1Promotion

andMarketingTips:Atanytime,weshouldbeknowledgeableaboutwhatwedo,trytolearnmoreandbeinnovativeduringlearningandworking.KEYWORDSANDEXPRESSIONS1salespromotions销售促销Saleshelpthemconvertbetter.促销让商品更好转化buy-one-get-the-second-50%-off第二件半价Pre-salesectionforNewArrivals新品预售inbrickandmortarstores在实体店dividestheirsalesectionbydiscount按折扣化区expirewithin24hours24小时内失效afearofmissingout(FOMO)害怕错过CountdownCart倒计时购物车freeshipping包邮buy-one-get-one(BOGO)freedeal买一送一Part1Promotion

andMarketing优惠券具有即时性和灵活操作的特点，几乎是所有店铺的标配营销工具。不妨回想一下，为什么节日大促的营销活动和优惠券使用率要高于平时？除了流量集中、优惠额度大的因素外，很大原因来自于预热期“限量”、“限时”的宣传效应。讨论：优惠券为什么要“限量”、“限时”？Part1Promotion

andMarketingReadingReadthepassagewiththesequestionsinyourmind:WhatisSocialNetworkingService?Howdoessocialnetworkingwork?Whatarethebenefitsofsocialnetworkingforbusiness?Part1Promotion

andMarketingTips:Weshouldalways“stayhungry,stayfoolish”whenwelearnorworkandcanacceptcriticismandkeepimproving.connect/kəˈnekt/v.连接engage/ɪnˈgeɪdʒ/v.吸引recognition/ˌrekəɡˈnɪʃn/n.识别度loyalty/ˈlɔɪəlti/n.忠诚度accessible/əkˈsesəbl/adj.易接近的recognizable/ˈrekəɡnaɪzəbl/adj.易于识别的frequent/ˈfriːkw(ə)nt/adj.频繁的retain/rɪˈteɪn/v.保留，维持conversion/kənˈvɜːʃn/n.转化interaction/ˌɪntərˈækʃn/n.互动complement/ˈkɒmplɪm(ə)nt/v.补充authority/ɔːˈθɒrəti/n.权威legitimate/lɪˈdʒɪtɪmət/adj.合法的credible/ˈkredəbl/adj.可靠的trustworthy/ˈtrʌstwɜːði/adj.可信赖的demonstrate/ˈdemənstreɪt/v.展示immediately/ɪˈmiːdiətli/adv.立即spread/spred/v.传播virtual/ˈvɜːtʃuəl/adj.虚拟的WordsandExpressions：Part1Promotion

andMarketing

Facebook,Twitter,LinkedIn,YouTube,andInstagramPart1Promotion

andMarketingMarketersusesocialnetworkingforincreasingbrandrecognitionandencouragingbrandloyalty.营销人员使用社交网络来提高品牌认知度和鼓励品牌忠诚度。Marketersusesocialnetworkingserviceforimprovingconversionrates.营销人员使用社交网络服务来提高转化率。Socialnetworkingcanhelpestablishabrandaslegitimate,credible,andtrustworthy.社交网络可以帮助建立一个合法、可信、值得信赖的品牌。Exercises：(1)Fillintheblankstocompletethetranslationofthefollowingsentences.①网店可以在上面提到的网站中成立一个虚拟社区。Onlinestorecanforma__________________atoneoftheforumsitesabove.②2019年，最受欢迎的社交网络是脸书。Themostpopular________________of2019isFacebook.③平台有个电子商务标签，可以查看交易、盈利和转化率的数据。ThereisanE-commercetabontheplatformthatgivesyoutransactions,revenue,and______________data.virtualcommunitysocialnetworkingconversionratePart1Promotion

andMarketingExercises：(1)Fillintheblankstocompletethetranslationofthefollowingsentences.④营销人员利用社交网络来提高品牌认知度和鼓励品牌忠诚度。Marketersusesocialnetworkingforincreasing_______________andencouraging_________________.⑤对跨境电子商务企业而言，建立可信赖的品牌至关重要。Forcross-bordere-commercecompanies,building________________iscrucial.brandrecognitionbrandloyaltytrustworthybrandPart1Promotion

andMarketingExercises：(2)Discussandanswerthefollowingquestions.①WhatisSNS?______________________________________________________________________________________________________________________________________②Howmanysocialnetworkssitesarementionedinthetext?Andwhatarethey?__________________________________________________________________Facebook,Twitter,LinkedIn,YouTube,andInstagram.③Howcanmarketersusesocialnetworkingtoincreasebrandrecognitionandencouragebrandloyalty?______________________________________________________________________________________________________________________________________Itmakesacompanymoreaccessibletonewcustomersandmorerecognizableforexistingcustomers,socialnetworkinghelpspromoteabrand’svoiceandcontent.SNSisshortenforsocialnetworkingservice.ItistheuseofInternet-basedsocialmediasitestostayconnectedwithfriends,family,colleagues,customers,orclients.Part1Promotion

andMarketingExercises：(2)Discussandanswerthefollowingquestions.④WhatarethebenefitsofSocialNetworkingforbusiness?____________________________________________________________________________________________________________________________________________________Improvingconversionrates;maycomplementthecompany’sofferingsandencourageotherstobuytheproductsorservices;establishabrandaslegitimate,credible,andtrustworthy,etc.⑤WhatarethedisadvantagesofSocialNetworkinginMarketing?____________________________________________________________________________________________________________________________________________Criticismofabrandcanspreadveryquicklyonsocialmedia.Thiscancreateavirtualheadache.Part1Promotion

andMarketingExercises：(3)CaseStudy.Whatwell-knownsocialmediaplatformsdoyouknow?Pleaseselectanyplatformfordetailedfeatureanalysis,includingcharacteristics,population,userusage,etc.,andselectoneortwoproductmarketingcasesonthesocialplatformforanalysis,pointingouttheiradvantagesanddisadvantages.Part1Promotion

andMarketing(3)CaseStudy.FacebookoffersacompellingenvironmentfromwhichtohostapromotionorgiveawayonyourBusinessPage.YoucanuseyourPageasastartingpointwithalinktoyourwebsiteforpromotionentrydetailsorhavetheentirepromotioncontainedwithintheFacebookcommunity.Forexample,toenticesales,Shutterflycameupwithapromotiontoofferafreepersonalizedceramicmug.Andtheaudiencetheychosetotarget?Mumswithkidsathome.Nowthat’saprettyspecificniche.ButusingFacebook’sOfferClaimsfeature,Shutterflycouldreachouttotheirtargetaudienceanddistributeaunique,single-useoffercodetoeachpersonwhoclickeditsad.Exercises：Part1Promotion

andMarketing2SEOandSEM1.WritedowntheChinesenamesofthefollowingsearchengines,andusetheexamplebelowtogiveashortintroductiontoeachofthem.Warming-upPart2SEOandSEMExample:Baidu:Foundedbackin2000,Baiduisaworld-famousChinesesearchengine.Withthisweb-basedsearchengine,youwillbeabletogetresultsofdifferentqueriesintheformoftext,images,audiofiles,andwebsites.(1)Google:AsweallknowverywellthatGoogleSearchEngineisthemostwidelyusedsearchengineintheworldrightnow,soobviouslythefirstsearchenginethatmakestoourlistoftopinternetsearchenginesisGoogle.Morethan70%ofsearchenginetrafficisbeingmanagedbyGoogle.(2)Bing:

BingwebsearchengineisdevelopedbyMicrosoftandwaslaunchedbackin2009.DevelopersworkconstantlyinordertoprovidethebestupdatesforimproveduserexperienceintheBingsearchengine.BingwasdevelopedtocompetewithGooglebutthesearchenginefailedtogettheattentionthatitdeservedasGoogleisrulingthesearchenginehubforyears.(3)MSN:MSNisawebportalandrelatedcollectionofInternetservicesandappsforWindowsandmobiledevices,providedbyMicrosoftandlaunchedonAugust24,1995,thesamereleasedateasWindows95.TheMicrosoftNetworkwasinitiallyasubscription-baseddial-uponlineservicethatlaterbecameanInternetserviceprovidernamedMSNDial-up.(4)Yahoo:Yahoo(YAHOO!)isthethirdpopularsearchenginethatmakesourlistofward’stop20engines2020.YahooSearch–WebSearchisoneoftheoldestsearchenginesinthehistoryofsearchengines.ThesearchenginegiantYahoowasfoundedbyJerryYangandDavidFiloinJanuary1994as“JerryandDavid’sguidetotheWorldWideWeb”.(5)AOL:AOLwasstartedin1983andwasknownasControlVideoCorporationatthattime.In1991itsnamewaschangedtoAmericanOnlineandin2009itwasrenamedasAOLInc.ThecompanyislocatedinNewYorkandprovidesserviceslikeAOLPlatformandAOLadvertising.(6)A:Awasfoundedin1995andisbasedonaquestion/answerplatform.Youcanaskanyquestionorbrowsethousandsofquestionsthatarealreadyavailableonthewebsiteandgetanswerstoyourqueries.Part2SEOandSEMWarming-up2.GroupDiscussion.Workingroupsanddiscusswithyoupartner(s)regardingon,howtodoSearchEngineMarketingonGoogleandtrytolisttheSEOstrategiesasmanyasyourcan.Part2SEOandSEMListeningListentothefollowingsentencesandfillintheblanks.Part2SEOandSEM(1)SEOstandsfor_____________optimization.searchengine(2)SEOisthepracticeofincreasingboththequalityandquantityofwebsitetraffic,aswellasexposuretoyourbrand,through_________(alsoknownas“organic”)searchengineresults.non-paid(3)Ifknowing_______________isonesideoftheSEOcoin,deliveringitinawaythatsearchenginecrawlercanfindandunderstandistheother.audience’sintent(4)Searchenginesare

_______________.Theyscourbillionsofpiecesofcontentandevaluatethousandsoffactorstodeterminewhichcontentismostlikelytoansweryourquery.answermachines(5)Searchengineshavethreeprimaryfunctions:crawl,

indexand

________.rankPart2SEOandSEMSpeaking

LucyandCindyareclassmates.Theyaresharingtheideasaboutresearchonthesearchengineoptimization(SEO)strategiesinthecross-bordere-commercepracticeclass.Completethefollowingdialoguewiththesentencesorexpressionsinthebox.Part2SEOandSEMTips:Weshouldalwaysmaintaintheawarenessofinnovationandentrepreneurship.KEYWORDSANDEXPRESSIONS1traffic

流量amuchbroaderscopeofconsiderations更广泛的思考websitedesignandmarketingexperts网站设计和营销专家intheblinkofaneye眨眼间monitoringandtracking监控和跟踪GoogleAnalytics谷歌分析，一种大数据分析工具demographics人口统计资料improvesocialmediaengagement提高社交媒体参与度metatags原标记：搜索引擎优化(SEO)专业术语boost促进simplenavigationreignsandqualitycontentisking简单的导航占主导地位，高质量的内容才是王道Part2SEOandSEMPart2SEOandSEMA.drivingmoretraffictoyoursiteandpotentiallymorebusinessB.websitedesignandmarketingexpertsC.socialmediaengagementandaddingmetatagsD.HaveyoudonetheresearchonSEOstrategyE.monitoringandtrackingF.simplenavigationreignsandqualitycontentiskingG.involvesamuchbroaderscopeofconsiderationsH.intheblinkofaneyeLucy:Hi,Cindy!(1)________________________________?Let’stalkaboutit.Cindy:Hi,Lucy!Yes,ofcourse.Asweknow,SEOisacollectionoftoolsandbestpracticesthathelpyourwebsiterankhigherinsearchengineresults,thereby(2)________________________________________________________.Lucy:That’sright.althoughSEOonceinvolvedaddingkeywordstoyoursiteforsearchenginestofind,SEOin2019isfarmorecomplexand(3)___________________________________.Cindy:Exactly,NowadaysSEOisafull-timejobforsmallbusinessesandmanyareturningto(4)______________________________forsupport.Lucy:Youknow,asusers’behaviorsandsearchengines’capabilitiesdevelopovertime,standardscomeandgo(5)___________________.D.HaveyoudonetheresearchonSEOstrategydrivingmoretraffictoyoursiteandpotentiallymorebusinessG.involvesamuchbroaderscopeofconsiderationsB.websitedesignandmarketingexperts

H.intheblinkofaneyeA.Part2SEOandSEMCindy:So,whenitcomestoSEO,youreallycan’t“setitandforgetit.”Youneedtobe(6)______________________howwelleverythingisworkingsoyou’realwaysonestepaheadofthecompetition.Lucy:Yes!AndGoogleAnalyticsisagoodplacetostartyourinvestigations!Intermsofdemographics,whatisyourmarketsearchingfor?Howarethecustomersperformingwebsearches?Wherearetheylocated?Themorespecificyouranswersare,themorevaluableyourinvestmentsinSEObecome.Cindy:Yes!Butdon’tforgetthatsearchenginesareexpanding.Asignificantportionofsearchestakeplaceonalternativesites,suchasMicrosoft’sBing.MakeapointtosearchforyoursiteonGooglealternativestoseewhereyourank.Justimproving(7)__________________________________mightbeallittakestoboostyouacoupleranksonBing.E.monitoringandtrackingC.socialmediaengagementandaddingmetatagsPart2SEOandSEMLucy:You’reright.And(8)___________________________________.Auser-friendlywebsite,withinterestingandeasy-to-findinformationiswhatwillboostyourtraffic.Cindy:Yes,ofcourse.Eachpageneedstobebuiltaroundkeywordthemes,withuniquecontent,sosearchenginescaneasilyindexyoursandrankyouhigher.Lucy:Wecanconcludethatyoushouldkeepthecontentnaturalandfocused;avoidjargonandkeywordstuffingtokeepusersfromleavingthesiteunhappyandhurtingitsranking.Cindy:Wehavelearntalotfromthisself-research.I’mlovingit.Lucy:Metoo.F.simplenavigationreignsandqualitycontentiskingPart2SEOandSEMReadingReadthepassagewiththesequestionsinyourmind:Whatissearchenginemarketing?HowdoesitWork?WhatisthecostofSEM?Part2SEOandSEMTips:Weshouldhaveinternationalvisionandcraftsmanshipduringwork.engine/ˈendʒɪn/n.引擎count/kaʊnt/v.计算premium/ˈpriːmiəm/adj.优质的spot/spɒt/n.地点budget/ˈbʌdʒɪt/n.预算affordable/əˈfɔːdəbl/adj.负担得起的display/dɪˈspleɪ/v.显示optimal/ˈɒptɪməl/adj.最佳的visible/ˈvɪzəbl/adj.明显的edge/edʒ/n.优势competition/ˌkɒmpəˈtɪʃn/n.竞争attention/əˈtenʃn/n.注意力configure/kənˈfɪɡə(r)/v.设置option/ˈɒpʃn/n.选择traffic/ˈtræfɪk/n.流量basis/ˈbeɪsɪs/n.基础charge/tʃɑːdʒ/v.收费amount/əˈmaʊnt/n.数量generate/ˈdʒenəreɪt/v.形成searchengine搜索引擎WordsandExpressions：Part2SEOandSEM

Searchenginemarketing(SEMforshort)ishowyoucangetyouradsinfrontofthesefuturecustomerswhereitcounts:inpremiumspotsonthefirstpageofsearchresults.Keysentences：搜索引擎营销（简称SEM）是您将广告投放到这些未来客户面前的重要方式：在搜索结果首页的优质位置投放广告。Whenyouradsdisplayintheseoptimal,highlyvisiblepositions,yourbusinesscanhaveanedgeoveryourcompetition.当您的广告展示在这些最佳、高度可见的位置时，您的企业就可以在竞争中占据优势。SEMisbuyingtrafficthroughpaidsearchlistings.SEM通过付费搜索列表购买流量。Part2SEOandSEMExercises：Tellwhethereachofthefollowingstatementsistrue(T)orfalse(F).①______SEMisanunaffordablewaytoreachmorecustomersforsmallbusinesses.②______AdsappearatthetoporrightofsearchengineswhenyoubrowsetheInternetisonetypeofSEM.③______SEMisbuyingtrafficthroughnon-paidsearchlistings.④______CPCistheonlypayingmodeofSEM.⑤______Youarechargedonlyifsomeoneclicksonyourad,andonlyuptotheamountthatyouagreedtoforthatclick.FTFFTPart2SEOandSEMExercises：(2)Fillineachblankwiththecorrectformofthegivenword.①Youcanpayforpurchasesamonthlater,withoutanyextra________.(charge)②Allofthisisabigheadacheforthecentralgovernment,whichisaimingtokeepproperty________forthemasses.(afford)③There’sbeensomefierce___________inthefieldofCBEC.(compete)④ACBECcompanymayhaveatechnologyoraproductthatgivesitan_______,butitspeopledeterminewhetheritdevelopsthenextwinningtechnologyorproduct.(edge)⑤Toimplementthisrequirement,youshould___________properlytheidentificationandauthenticationofauseridentity.(configuration)chargeaffordablecompetitionedgeconfiguratePart2SEOandSEMTheCBECcompanywasonatightbudgetwhendevelopingitsnewproductline.(3)Translatethefollowingsentencesbyusingtheprovidedexpressions.①他的公司濒临破产。（ontheedgeof）___________________________________________________________________②这家跨境电子商务公司开发新产品线时预算吃紧。（onatightbudget）___________________________________________________________________③他们应该相信团队可以为给定的项目场景找到最优的解决方案。（optimalsolution）___________________________________________________________________④优质商品的消费者会对商品的质量期待更高。（premiumproducts）___________________________________________________________________⑤如果用户尚未注册，他们可以选择进行注册或浏览其他页面。（havetheoptionto）___________________________________________________________________Hiscompanyisontheedgeofbankruptcy.Theyshouldtrusttheteamtofindthemostoptimalsolutioninthegivenprojectscenario.Consumersofapremiumproductswillhaveahigherexpectationofqualityontheproducts.Ifusersarenotalreadyregistered,theycanhaveanoptiontoregisterorbrowseotherpages.Part2SEOandSEM3BrandBuildingTrytodoaresearchoffollowingfamouscross-bordere-commercebrandsinChina,andfigureouthowtheybuildthebrandfromthebeginning.Warming-upPart3brandbuilding(1)Anker(5)Sailvan(2)Sheinside(6)Sunvalley(3)AUKEY(7)BESTEK(4)TOMTOP(8)AlllandnetAnker:Inthecampaignofpowerbanks,Ankergotpopularwithbyvirtueofitsexcellentproductqualityanddevelopedquickly.Itdistributedathomeandabroadquicklywithitsproductquality.ThedomesticsharedpowerbankyouseenowistheproductprovidedbyAnker.(2)SheIn:SheInisanaffordableonlineshoppingplatformwithadistincttonefocusingonwomen’sfashion.Nomatterwhatthecurrentfashiontrendis,Sissuretofollowitorevenleadit.Withallthecategorieslikewomen’sclothing,men’sclothing,kids’clothing,shoesandaccessories,andmorethan20,000stylesincludingdresses,blouses,swimwearandT-shirts.Part3brandbuilding(3)AUKEY:

ItisabigselleronAmazon,andhasachievedverygoodresults.Recently,oneelectronicproductbrackethaswonthebestdesignawardof2017chosenbyglobalmedia.(4)TOMTOP:

TOMTOPimplementstheoperationstrategyofpansupplychain,pancategoryresourceintegration.Besidesdistributionofmultibrandproducts,inordertokeepalong-termstablecompetence,italsocreatedself-ownbrandslikecacagoo,koogeek,dodocool.Itsproductsinvolvehotareaslikesmarthome,automobileintelligentequipment,digitalproducts,fitnessequipment.Part3brandbuilding(5)Sailvan:Itadoptsthe‘multicategories,multibrands’operationmode,anditalsohasadeepploughingclothingbrand.Itsproductlinescoverclothesandaccessories,household,outdoor,andelectronicproducts.In2016,SailvanearnedbillionsofdollarsrespectivelyonAmazon,Wish,eBayandindependentmall.(6)Sunvalley:Sunvalleywassetupin2007.ItmighthaveShenzhen’smostunderstatedbutoutstandingachievements,withsixfamousconsumerbrands:RAVPower,VAVA,TaoTronics,Anjou,SableandHooToo.Part3brandbuilding(7)BESTEK:

ThebusinessoperationofBESTEKisF2C.Itattachesgreatimportancetoindependentintellectualpropertyrightsandhasaverystrongabilityofreachinganddeveloping.Itmainlysellsitsproductsonthethird-partye-commerceplatform,andhasbeenthe‘strategicseller’onAmazonsince2011.(8)Alllandnet:

Alllandnetdeploysasset-lightstrategywithaspecialdesignteam.Itdesigns3Cproductsthatadapttotheinternationalmarkettrend,selectsmanufacturerfortheOEMproductionandputsupitsownbrandiRULU,andthensellsabroad.Part3brandbuildingListeningListentothefollowingsentencesandfillintheblanks.Part3brandbuilding(1)BrandBuildingis

,establishingandpromotingcompanyusingstrategiesandtactics.(2)Inotherwords,brandbuildingisenhancing

usingadvertisingcampaignsandpromotionalstrategies.(3)Brandingiscrucialaspectofcompanybecauseitis

ofthecompany.(4)Goalofbrandbuildingiscreating

aboutthecompany.(5)Brandbuildingcanbeinitiatedwith

whichcanhelpcreateastrongbrandimagewhichgoesalongwayinconsolidatingthebrand.generatingawarenessbrandequitythevisualvoiceauniqueimageawellthoughtbrandidentityPart3brandbuildingSpeakingMikeandAnnaregrouppartners.TheyarediscussingaboutthebrandmissionsofseveralfamousCBECcompanies.Pleasetrytoroleplaythefollowingdialogue,especiallypayattentiontotheunderlinedparts.Part3brandbuildingKEYWORDSANDEXPRESSIONS1brandmission品牌使命craftaclearexpressionof…清晰地表达……fromyourlogotoyourtagline,voice,message,andpersonality从徽标到标语、语音、信息和个性expertsandinnovators专家和创新者havetheresponsibilitytotackle有责任解决gofurther走得更远/深入areputationandbrandfollowing声誉和品牌追随者ReadingReadthepassagewiththesequestionsinyourmind:Howtobuildanewbrand?WhatisBrandDifferentiationandPositioning?HowtoPersonalizeaBrand?Part3brandbuildingWordsandExpressions：definite/ˈdefɪnət/adj.确定的innovation/ˌɪnəˈveɪʃn/n.创新creativity/ˌkriːeɪˈtɪvəti/n.创造力proposition/ˌprɒpəˈzɪʃn/n.主张monitor/ˈmɒnɪtə(r)/v.监控description/dɪˈskrɪpʃn/n.描述package/ˈpækɪdʒ/v.打包Logo/ˈləʊɡəʊ/n.徽标equity/ˈekwəti/n.权益foundation/faʊnˈdeɪʃn/n.基础perception/pəˈsepʃn/n.看法differentiate/ˌdɪfəˈrenʃieɪt/v.区分unique/juˈniːk/adj.独特的position/pəˈzɪʃn/v.定位essential/ɪˈsenʃl/adj.必要的pillar/ˈpɪlə(r)/n.支柱awareness/əˈweənəs/n.认知recall/rɪˈkɔːl/n.召回personalize/ˈpɜːsənəlaɪz/v.使个性化effective/ɪˈfektɪv/adj.有效的evaluate/ɪˈvæljueɪt/v.评估adapt/əˈdæpt/v.调整accordingly/əˈkɔːdɪŋli/adv.相应地stagnant/ˈstæɡnənt/adj.停滞的recede/rɪˈsiːd/v.后退continuous/kənˈtɪnjuəs/adj.连续的consistency/kənˈsɪstənsi/n.一致性integral/ɪnˈteɡrəl/adj.不可或缺的tactics/ˈtæktɪks/n.战术Part3brandbuilding

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