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电子商务英语教程

中国水利水电出版社
    【作 者】张海波 主编 【I S B N 】978-7-5084-4761-2 【责任编辑】吴萍 【适用读者群】高职高专 【出版时间】2008-07-01 【开 本】16开本 【装帧信息】平装(光膜) 【版 次】第1版 【页 数】256 【千字数】 【印 张】 【定 价】25 【丛 书】暂无分类 【备注信息】
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    本书是一本为高等院校、高职高专电子商务专业英语教学而编写的教材。重点介绍电子商务的概念和分类、网络营销、电子支付、在线物流和电子政府等基础知识,此外还介绍了电子商务英语写作技巧等相关知识。

    本书具有选材新颖、原文风格、循序渐进、通俗易懂、图文并茂、在线操作等特点。

    本书既适合电子商务专业的读者,也适合相关专业的读者,还可作为从事商务工作人员的工具书。

    《电子商务英语教程》主要是供高等院校、高职高专等相关专业教学用的一本以电子商务基础知识为主、电子商务基本技能为辅的英语教材,同时也适合作为从事电子商务工作的专业人士在商务活动中需要运用英语知识时的工具用书。

    有一点需要澄清:电子商务英语绝对有别于传统的商务英语。

    诚然,我们有理由相信电子商务和传统商务都归属于商务领域。这是无可置疑的共性。无论是电子商务下的交易还是传统商务下的交易,实际操作步骤和处理过程都离不开交易前的准备、贸易磋商、合同与履行、支付与清算等环节。但值得注意的是,虽然环节相同,可具体的实施方法与手段却大相径庭。

    电子商务已经将传统商业活动中物流、资金流、信息流的传递方式利用网络科技整合,企业将重要的信息以全球信息网、企业内部网或外联网直接与分布各地的客户、员工、经销商及供应商连接,从而形成了比传统商务更具竞争力的经营优势。也正因为如此,使得全世界的传统商务都纷纷向电子商务转型,而今在我国,这股转型的洪流已汇成排山倒海之势。

    我们也不难发现:电子商务和传统商务是两种截然不同的交易运作模式。前者依托的是网络,整个交易都在网络这个虚拟环境中进行;后者依托的是地面店铺、往来信函,整个交易都在物理平台这种真实环境中进行。而由这两个不同的运作模式派生出来的英语自然产生了区别。前者侧重于电子商务环境下进行的各种商务英语活动,这些活动除了涉及现代商务的最新理念之外,还附带了大量与计算机和网络技术有关的知识;后者则侧重于非电子商务环境下所开展的传统商务英语活动,活动涉及的主要是传统的运作理念与沟通方式。因此可以说,二者在物理外观上有着明显的区别。从培养目标来看,前者培养的是具有电子商务英语技能、适应现代商务和现代物流行业的高、中级管理和应用型人才;后者培养的是具有商务英语技能、适应传统商务和传统物流行业的高、中级管理和应用型人才。二者的培养目标存在着描述性的差异,即:电子和非电子,现代与传统。虽区区数字之差,却有千里之别。

    与同类教材对比,本书更注重系统地介绍电子商务的基础知识;在选材上,力求知识更具前瞻性、更富有原创性;在现有的电子商务英语教材中,图文并茂是罕见的,本书则穷编者之所能,摄入了大量的相关图片,使文本更悦目、内容更直观而生动;适用范围更广,既可用于高等院校、高职高专和中职类电子商务专业,网络、计算机专业等相关专业英语教学,也可用于经济管理、外贸和外语专业英语教学;每个单元后都提供了在线练习,为学习者提供扩展知识的通道和学以致用的良机。

    本书由张海波任主编,黄启汉、林敏任副主编,特聘美国Val Technologies,Inc.公司正副总裁Victor Wang、Lisa Zeng为技术顾问,参编人员有贾曼丽、王百杰、刘伟臻、张慧、蔡志敏、张娅玲等。具体分工如下:

    张海波负责全书的策划、设计、主审、组织、实施、统稿以及全书编写的具体指导,同时担任全书的阅读材料、Chapter 5、Chapter 6以及章词汇表的编写工作,并负责所有图片资料的摄取与编辑等;黄启汉参与审校工作并协助组织校对与统稿,并负责Chapter 1 Unit 1~3的后期工作;林敏负责全书的电子商务英语写作部分;张娅玲负责Chapter 1 Unit 1~3的前期工作;贾曼丽负责Chapter 2 Unit 4~5;王百杰负责Chapter 3 Unit 6~7;刘伟臻负责Chapter 3 Unit 8~9;张慧负责Chapter 4 Unit 10~11;蔡志敏负责Chapter 4 Unit 12~13。

    电子商务英语是一门崭新的学科。作者尚处于探索之中,再加上时间仓促,所以本书难免会出现疏漏之处。因此竭诚欢迎广大专家学者和读者提出宝贵意见,以期能使之日臻完善。

    编者

    2007年5月

    前言
    Chapter 1 Overview of E-Commerce 1
    Unit 1 1
    1.1 Passage A What is Electronic Commerce? 1
    1.2 Notes to Passage A 2
    1.3 Activities 3
    1.4 Passage B The Evolution of Electronic Commerce 4
    1.5 Notes to Passage B 5
    1.6 Activities 6
    1.7 Basic E-commerce English Writing 6
    1.8 Related Reading The Basic Technology of E-Commerce — The Internet 9
    1.9 Work Online 10
    Unit 2 11
    2.1 Passage A The Social Effect Caused by Electronic Commerce 11
    2.2 Notes to Passage A 12
    2.3 Activities 13
    2.4 Passage B Distinguishing Features of E-Commerce 14
    2.5 Notes to Passage B 15
    2.6 Activities 15
    2.7 Basic E-Commerce English Writing 16
    2.8 Related Reading The Basic Technology of E-Commerce —
    Internet Explorer 6 Overview 21
    2.9 Work Online 22
    Unit 3 23
    3.1 Passage A The Application Flow of Electronic Commerce 23
    3.2 Notes to Passage A 24
    3.3 Activities 25
    3.4 Passage B Benefits and Problems Caused by Electronic Commerce 27
    3.5 Notes to Passage B 28
    3.6 Activities 28
    3.7 Basic E-Commerce English Writing 29
    3.8 Related Reading The Basic Technology of E-Commerce —
    Outlook Express 31
    3.9 Work Online 32
    Word Bank 1(章词汇表1) 33
    Chapter 2 Types of E-Commerce 34
    Unit 4 34
    4.1 Passage A What is B2B? 34
    4.2 Notes to Passage A 35
    4.3 Activities 36
    4.4 Passage B What is B2C ? 37
    4.5 Notes to Passage B 38
    4.6 Activities 39
    4.7 Basic E-Commerce English Writing 39
    4.8 Related Reading The Basic Technology of E-Commerce —
    Make Use of E-mail 42
    4.9 Work Online 43
    Unit 5 44
    5.1 Passage A How B2B Differs from B2C 44
    5.2 Notes to Passage A 45
    5.3 Activities 45
    5.4 Passage B B2C and Its Customers 47
    5.5 Notes to Passage B 48
    5.6 Activities 49
    5.7 Basic E-Commerce English Writing 49
    5.8 Related Reading Domain, Web, Website and FTP —
    Simple Steps to Register a Domain Name 51
    5.9 Work Online 52
    Word Bank 2(章词汇表2) 52
    Chapter 3 Network Marketing 53
    Unit 6 53
    6.1 Passage A The Development of Network Marketing 53
    6.2 Notes to Passage A 54
    6.3 Activities 55
    6.4 Passage B Main Strategies of Network Marketing 56
    6.5 Notes to Passage B 57
    6.6 Activities 57
    6.7 Basic E-Commerce English Writing 58
    6.8 Related Reading Domain, Web, Website and FTP —
    Create Your Own Web with FrontPage 60
    6.9 Work Online 62
    Unit 7 63
    7.1 Passage A Advantages of Network Marketing 63
    7.2 Notes to Passage A 64
    7.3 Activities 64
    7.4 Passage B Network Marketing vs Traditional Marketing 66
    7.5 Notes to Passage B 66
    7.6 Activities 67
    7.7 Basic E-Commerce English Writing 68
    7.8 Related Reading Domain, Web, Website and FTP — 70
    Access to Web and Websites 70
    7.9 Work Online 71
    Unit 8 72
    8.1 Passage A Network User Profile 72
    8.2 Notes to Passage A 73
    8.3 Activities 74
    8.4 Passage B Five-stage Customer Loyalty Model 75
    8.5 Notes to Passage B 76
    8.6 Activities 77
    8.7 Basic E-Commerce English Writing 77
    8.8 Related Reading Domain, Web, Website and FTP — How to Use CuteFTP? 80
    8.9 Work Online 82
    Unit 9 83
    9.1 Passage A Michelin’ s Great Goal 83
    9.2 Notes to Passage A 84
    9.3 Activities 84
    9.4 Passage B Access to Market Segmentation 86
    9.5 Notes to Passage B 87
    9.6 Activities 88
    9.7 Basic E-Commerce English Writing 88
    9.8 Related Reading Cross-Cultural Communication —
    An Increasingly Diverse American Workforce 92
    9.9 Work Online 93
    Word Bank 3(章词汇表3) 93
    Chapter 4 E-Payment 95
    Unit 10 95
    10.1 Passage A Cyber Bank 95
    10.2 Notes to Passage A 96
    10.3 Activities 97
    10.4 Passage B Advantages and Problems of Cyber Bank 98
    10.5 Notes to Passage B 99
    10.6 Activities 99
    10.7 Basic E-Commerce English Writing 100
    10.8 Related Reading Cross-Cultural Communication — 102
    Global Business Environments 102
    10.9 Work Online 102
    Unit 11 103
    11.1 Passage A The Classifications of E-payment 103
    11.2 Notes to Passage A 104
    11.3 Activities 105
    11.4 Passage B Smart Cards Entering Our Lives 106
    11.5 Notes to Passage B 107
    11.6 Activities 108
    11.7 Basic E-Commerce English Writing 108
    11.8 Related Reading Cultural Differences at Home and Abroad — 111
    Cultural Diversity in the United States 111
    11.9 Work Online 112
    Unit 12 113
    12.1 Passage A E-Cash , the Natural Solution! 113
    12.2 Notes to Passage A 114
    12.3 Activities 114
    12.4 Passage B Payment by E-Cash 116
    12.5 Notes to Passage B 116
    12.6 Activities 117
    12.7 Basic E-Commerce English Writing 118
    12.8 Related Reading Cultural Differences at Home and Abroad— 120
    Strategies for Global Communication 120
    12.9 Work Online 122
    Unit 13 123
    13.1 Passage A Mondex, a Quick Payment 123
    13.2 Notes to Passage A 124
    13.3 Activities 125
    13.4 Passage B Non-cash Payment Choice 126
    13.5 Notes to Passage B 127
    13.6 Activities 128
    13.7 Basic E-Commerce English Writing 129
    13.8 Related Reading Cultural Differences at Home and Abroad — 131
    Challenges of Diversity 131
    13.9 Work Online 131
    Word Bank 4(章词汇表4) 132
    Chapter 5 E-Shopping & Logistics 133
    Unit 14 133
    14.1 Passage A The Flow of Shopping Online 133
    14.2 Notes to Passage A 134
    14.3 Activities 135
    14.4 Passage B Making Money from Online Business 136
    14.5 Notes to Passage B 137
    14.6 Activities 138
    14.7 Basic E-Commerce English Writing 139
    14.8 Related Reading Working Effectively in Teams — Workplace Teams 141
    14.9 Work Online 142
    Unit 15 143
    15.1 Passage A The Definitions of Logistics and Its Evolution 143
    15.2 Notes to Passage A 144
    15.3 Activities 145
    15.4 Passage B Logistic Flow System and Management 146
    15.5 Notes to Passage B 147
    15.6 Activities 148
    15.7 Basic E-Commerce English Writing 148
    15.8 Related Reading Working Effectively in Teams — 151
    Effective Work Teams with Team Membership 151
    15.9 Work Online 152
    Unit 16 153
    16.1 Passage A Effective Supply Chain Management 153
    16.2 Notes to Passage A 154
    16.3 Activities 155
    16.4 Passage B Critical and Predictive Questions 156
    16.5 Notes to Passage B 157
    16.6 Activities 158
    16.7 Basic E-Commerce English Writing 159
    16.8 Related Reading Working Effectively in Teams — 160
    Characteristics of Effective Teams and Virtual Teams 160
    16.9 Work Online 161
    Word Bank 5(章词汇表5) 162
    Chapter 6 E-Government 163
    Unit 17 163
    17.1 Passage A E-Government & Its Beneficial Effects 163
    17.2 Notes to Passage A 164
    17.3 Activities 165
    17.4 Passage B E-Government Programs to Be Successful 166
    17.5 Notes to Passage B 167
    17.6 Activities 168
    17.7 Basic E-Commerce English Writing 169
    17.8 Related Reading Job Hunter & Resumes 171
    17.9 Work Online 172
    Unit 18 173
    18.1 Passage A G to C E-Government 173
    18.2 Notes to Passage A 174
    18.3 Activities 175
    18.4 Passage B E-Government Boost Private Investment 176
    18.5 Notes to Passage B 177
    18.6 Activities 178
    18.7 Basic E-Commerce English Writing 179
    18.8 Related Reading Prepare for a Job Interview 181
    Word Bank 6(章词汇表6) 182
    Appendix 184
    Appendix 1 Key to Activities 练习参考答案 184
    Appendix 2 电子商务英语常见术语注解 204
    Appendix 3 电子商务英语专业词汇索引表 206
    Appendix 4 国际贸易实务常用词汇(英汉对照) 214
    参考文献 241
    参考网站 242
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