跨境电子商务英语-Unit-7-讲稿教学教案.docx

教学单元讲稿
一、复习提问与上次课作业典型问题答疑
回顾第6单元跨境电商订单管理中订单处理的三个环节：售前订单询问与回 复、订单处理过程以及售后的订单跟进。讲解每个小节的课后习题，特别是讨论 题。
二、教学单元名称
第七单元《跨境电商市场营销活动》
三、课程导入
以跨境电商活动中常见的节假日促销为导入点，启发学生思考回顾，常见的 市场营销有哪些形式？不同的营销活动有怎样的不同的效果？线上营销和线下 营销有什么区别等开展本章节的授课。
四、分析思路
本章节主要涉及到跨境电商营销的三大重难点知识：一，跨境电商市场营销 策略(站内营销和站外营销)；二，SEO和SEM在跨境电商中的应用与实现；三， 如何在跨境电商活动中构建自己的品牌。围绕这三个知识点，层层递进，重点突 破，分析跨境电商中的营销活动。
五、讲授内容
Part 1 Promotion and Marketing
• Warming-up
Learn the important holidays in the western countries, which are also sales days. Give a short introduction about these shopping holidays.
(1) Valentine's Day ⑵ Easter (3) Mother's Day(4) Father?s Day(5) Children's Day (6) Amazon Prime Day (7) Halloween
(8) Black Friday (9) Christmas(10) New Year's Eve
(1) Valentine's Day 情人节
Valentine's Day, also called Saint Valentine's Day, is celebrated annually on February 14. Valentine's Day is recognized as a significant cultural, religious, and
craft a clear expression of... 清晰地表达from your logo to your tagline, voice, message, and personality 从徽标到标语、语音、信息和个性
experts and innovators 专家和仓ll新者 have the responsibility to tackle 有责任解决 go further走得更远/深入a reputation and brand following 声誉和品牌追随者
• ReadingExercises
Choose the best answer for each of the following questions.
(1)D (2)B(3)D(4)C(5)BSupplementary Materials
ExercisesHow does Amazon maintain customer loyalty ?
Prime: Psychologically, it's possible that this aspect creates a certain sense of prestige and extra worth. Regardless, many Amazon customers think that the convenience they receive is worth the money. After all, they get free and fast shipping for millions of products.
1: Discuss with your partners and work in a group of 3 or 4, try to list what we can learn about the marketing for cross-border e-commerce from Amazon?
(1) developing an extremely refined email strategy;well-designed ratings and reviews systems;
(2) establishing long-term customers relationship;modern networking marketing.
commercial celebration of romance and romantic love in many regions around the world.
(2) Easter复活节
Easter, also called Resurrection Sunday, is a festival and holiday commemorating the resurrection of Jesus from the dead, described in the New Testament as having occurred on the third day after his burial following his crucifixion by the Romans.
(3) Mother's Day 母亲节
Mother's Day is a celebration honoring the mother of the family, as well as motherhood, maternal bonds, and the influence of mothers in society. It is celebrated on various days in many parts of the world, most commonly in the months of March or May.
(4) Father's Day 父亲节
Father's Day is a celebration honoring fathers and celebrating fatherhood, paternal bonds and the influence of fathers in society. Many countries in Europe and the Americas have adopted the U.S. date, which is the third Sunday of June.
(5) Children's Day 儿童节
Children's Day is a commemorative date celebrated annually in honor of children, whose actual day varies by country. In 1925, International Children's Day was first problem proclaimed in Geneva during the World Conference on Child Welfare, and since then is celebrated on 1 June in most countries.
(6) Amazon Prime Day亚马逊超级会员日
Amazon Prime Day falls on July 15th of every year, which is the date in which it was launched online in 1995. Amazon celebrates this special day by offering special deals, and more deals than Black Friday, to its prime members.
(7) Halloween 万圣节
Halloween or Hallowe'en (a contraction of Hallows5 Even or Hallows9 Evening), also known as All Halloween, All Hallows9 Eve, or All Saints' Eve, is a celebration observed in several countries on 31 October, the eve of the Western Christian feast of All Hallows9 Day.
(8) Black Friday黑色星期五
Black Friday is an informal name for the Friday following Thanksgiving Day in the United States, which is celebrated on the fourth Thursday of November. The day after Thanksgiving has been regarded as the beginning of United States9 Christmas shopping season since 1952, although the term “Black Friday“ did not become widely used until more recent decades.
(9) Christmas 圣诞节
Christmas is an annual festival commemorating the birth of Jesus Christ, observed primarily on December 25 as a religious and cultural celebration among billions of people around the world.
(10) New Year's Eve 新年前夜
New Year's Eve, the last day of the year, is on 31 December. In many countries, New Year's Eve is celebrated at evening social gatherings, where many people dance, eat, drink, and watch or light fireworks.
• Listening
Listen to the sentences of marketing and promotion of CBEC, try to fill in the blanks. Pay attention to the key words and expressions.
(1) Marketing is the bridge between the product and the customer. A marketer uses the four Ps-product, price, place, and promotion-to communicate with the consumer.
(2) The marketer must choose which is the best form of promotion for the target audience, so he or she will develop a marketing plan.
(3) Once the plan has been developed, a budget is set for the promotional campaign.
(4) Promotion is when a business decides which forms of communication it wants to use in their marketing plan.
(5) Research is done that details market research, segmentation, and budget.
• Speaking
A and B are classmates. They are discussing about the promotional activities of platform-inside. Please try to role play the following dialogue, especially pay attention to the underlined parts. A和B是同学。他们在讨论平台内的营销活动。 请尝试以角色扮演的方式练习下面的对话，尤其注意划线的局部。
教学提示：教师可先给出对话中下划线局部的释义，再组织学生进行对话练 习。
sales promotions 促销
Sales help them convert better.销售可以帮助他们更好地转化。
buy-one-get-the-second-50%-off 第二件对折
“Pre-sale” section for New Arrivals 新到货商品的“预售”单元/区
brick and mortar stores 实体店
divides their sale section by discount将他们的销售单元/区按折扣划分
expire within 24 hours. 24 小时内到期
a fear of missing out (FOMO)害怕错失(机会)
Countdown Cart倒计时购物车
free shipping, a buy-one-get-one (BOGO) free deal 免费送货，买一送一 (BOGO)交易
• ReadingExercises
1. Fill in the blanks to complete the translation of the following sentences.
(1) virtual communitysocial networking
(2) conversion ratebrand recognition, brand loyalty
(3) trustworthy brandDiscuss and answer the following questions.
(l)What is SNS?
SNS is shorten for social networking service. It is the use of Internet-based social media sites to stay connected with friends, family, colleagues, customers, or clients.
(2) How many social networks sites are mentioned in the text? And what are they? Facebook, Twitter, Linkedln, YouTube, and InstagramHow can marketers use social networking to increase brand recognition and encourage brand loyalty?
It makes a company more accessible to new customers and more recognizable for existing customers, social networking helps promote a brand's voice and content.
(3) What are the benefits of Social Networking for business?
Improving conversion rates; may complement the company's offerings and encourage others to buy the products or services; establish a brand as legitimate, credible, and trustworthy, etc.
(4) What are the disadvantages of Social Networking in Marketing?
Criticism of a brand can spread very quickly on social media. This can create a virtual headache.
2. Case Study
What well-known social media platforms do you know? Please select any platform for detailed feature analysis, including characteristics, population, user usage, etc., and select one or two product marketing cases on the social platform for analysis, pointing out their advantages and disadvantages.
Facebook offers a compelling environment from which to host a promotion or giveaway on your Business Page. You can use your Page as a starting point with a link to your website for promotion entry details or have the entire promotion contained within the Facebook community.
For example, to entice sales, Shutterfly came up with a promotion to offer a free personalized ceramic mug. And the audience they chose to target? Mums with kids at home. Now that's a pretty specific niche. But using Facebook's Offer Claims feature, Shutterfly could reach out to their target audience and distribute a unique, single-use offer code to each person who clicked its ad.
Part 2 SEO and SEM
• Warming-up
Write down the Chinese names of the following search engines, and use the example below to give a short introduction to each of them.
(1) Google: As we all know very well that Google Search Engine is the most widely used search engine in the world right now, so obviously the first search engine that makes to our list of top internet search engines is Google. More than 70% of search engine traffic is being managed by Google.
(2) Bing: Bing web search engine is developed by Microsoft and was launched back in 2009. Developers work constantly in order to provide the best updates for improved user experience in the Bing search engine. Bing was developed to compete with Google but the search engine failed to get the attention that it deserved as Google is ruling the search engine hub for years.
(3) MSN: MSN is a web portal and related collection of Internet services and apps for Windows and mobile devices, provided by Microsoft and launched on August 24, 1995, the same release date as Windows 95.The Microsoft Network was initially a subscription-based dial-up online service that later became an Internet service provider named MSN Dial-up.
(4) Yahoo: Yahoo (YAHOO!) is the third popular search engine that makes our list of ward's top 20 engines 2020. Yahoo Search - Web Search is one of the oldest search engines in the history of search engines. The search engine giant Yahoo was founded by Jerry Yang and David Filo in January 1994 as "Jerry and David's guide to the World Wide Web”.
(5) AOL: AOL was started in 1983 and was known as Control Video Corporation at that time. In 1991 its name was changed to American Online and in 2009 it was renamed as AOL Inc. The company is located in New York and provides services like AOL Platform and AOL advertising.
(6) Ask : Ask was founded in 1995 and is based on a question/answer platform. You can ask any question or browse thousands of questions that are already available on the website and get answers to your queries.
• Listening
Listen to the following sentences and fill in the blanks.
(1) SEO stands for search engine optimization.
(2) SEO is the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic") search engine results.
(3) If knowing audience's intent is one side of the SEO coin, delivering it in a way that search engine crawler can find and understand is the other.
(4) Search engines are answer machines. They scour billions of pieces of content and evaluate thousands of factors to determine which content is most likely to answer your query.
(5) Search engines have three primary functions: crawl, index and rank.
• Speaking
Lucy and Cindy are classmates. They are sharing the ideas about research on the search engine optimization (SEO) strategies in the cross-border e-commerce practice class. Complete the following dialogue with the sentences or expressions in the box.
traffic 流量a much broader scope of considerations 更广泛的思考
website design and marketing experts 网站设计和营销专家in the blink of an eye 眨眼间
monitoring and tracking 监控和思艮踪Google Analytics谷歌分析，一种大数据分析工具
demographics人口统计资料improve social media engagement 提高社交媒体参与度
meta tags原标记：搜索引擎优化(SEO)专业术语boost促进
simple navigation reigns and quality content is king 简单的导航占主导地位， 高质量的内容才是王道
• ReadingExercises
1. Tell whether each of the following statements is true or false.
(1)F (2)T (3)F(4)F(5)TFill in each blank with the correct form of the given word.
(1) charge (2) affordable (3) competition (4) edge (5) configurateTranslate the following sentences by using the provided expressions.
(1) His company is on the edge of bankruptcy.
(2) The CBEC company was on a tight budget when developing its new product line.
(3) They should trust the team to find the most optimal solution in the given project scenario.
(4) Consumers of a premium products will have a higher expectation of quality on the products.
(5) If users are not already registered, they can have an option to register or browse other pages.
Part 3 Brand Building
• Warming-up
Try to do a research of following famous cross-border e-commerce brands in China, and figure out how they build the brand from the beginning.
(1) Anker: In the campaign of power banks, Anker got popular with by virtue of its excellent product quality and developed quickly. It distributed at home and abroad quickly with its product quality. The domestic shared power bank you see now is the product provided by Anker.
(2) Shein: Shein is an affordable online shopping platform with a distinct tone focusing on women's fashion. No matter what the current fashion trend is, Shein is sure to follow it or even lead it. With all the categories like women's clothing, men's clothing, kids' clothing, shoes and accessories, and more than 20,000 styles including dresses, blouses, swimwear and T-shirts.
(3) AUKEY: It is a big seller on Amazon, and has achieved very good results. Recently, one electronic product bracket has won the best design award of 2017 chosen by global media.
(4) TOMTOP: TOMTOP implements the operation strategy of pan supply chain, pan category resource integration. Besides distribution of multi brand products, in order to keep a long-term stable competence, it also created self-own brands like cacagoo, koogeek, dodocool. Its products involve hot areas like smart home, automobile intelligent equipment, digital products, fitness equipment.
(5) Sailvan: It adopts the 'multi categories, multi brands? operation mode, and it also has a deep ploughing clothing brand. Its product lines cover clothes and accessories, household, outdoor, and electronic products. In 2016, Sailvan earned billions of dollars respectively on Amazon, Wish, eBay and independent mail.
(6) Sunvalley: Sunvalley was set up in 2007. It might have Shenzhen's most understated but outstanding achievements, with six famous consumer brands: RAVPower, VAVA, TaoTronics, Anjou, Sable and HooToo.
(7) BESTEK: The business operation of BESTEK is F2C. It attaches great importance to independent intellectual property rights and has a very strong ability of reaching and developing. It mainly sells its products on the third-party e-commerce platform, and has been the "strategic seller9 on Amazon since 2011. In the first half of 2017, its income from Amazon was 108 million-yuan, accounting for 89.40% of general income in the first half of 2017. The company 9s main brand is BESTEK. Its smart power strip ranked first in the US market of the same category in 2018.
(8) Alllandnet: Alllandnet deploys asset-light strategy with a special design team. It designs 3C products that adapt to the international market trend, selects manufacturer for the OEM production and puts up its