1、PAGE 51PAGE 跨境電商B2B操作實務課程教學大綱Course syllabus of B2B Operation Practice of Curriculum E-commerce本大綱適用于中高職院校電子商務相關專業。建議開設80課時。 TOC o 1-5 h z u HYPERLINK l _Toc14356 跨境電商B2B操作實務課程教學大綱 Course syllabus of B2B Operation Practice of Cross-border E-commerce PAGEREF _Toc14356 h 0 HYPERLINK l _Toc13539 一、課程的性

2、質和目標 First, the nature and objectives of the course PAGEREF _Toc13539 h 4 HYPERLINK l _Toc660 二、授課對象及要求 Second, the teaching object and requirements PAGEREF _Toc660 h 5 HYPERLINK l _Toc4368 三、課程的教學目標 Third, the teaching objectives of the course PAGEREF _Toc4368 h 6 HYPERLINK l _Toc29471 四、教學的內容與要求 F

3、ourth, the content and requirements of teaching PAGEREF _Toc29471 h 14 HYPERLINK l _Toc2013 項目一 跨境電商概況 Overview of cross-border e-commerce of the project PAGEREF _Toc2013 h 14 HYPERLINK l _Toc11925 （一）教學要求 (A) Teaching requirements PAGEREF _Toc11925 h 14 HYPERLINK l _Toc2692 1. 知識要求 1. Knowledge req

4、uirements PAGEREF _Toc2692 h 15 HYPERLINK l _Toc18851 （二）重點與難點 (2) Key points and difficulties PAGEREF _Toc18851 h 16 HYPERLINK l _Toc2549 1. 重點 1. Focus PAGEREF _Toc2549 h 16 HYPERLINK l _Toc11423 2. 難點 2. Difficulties PAGEREF _Toc11423 h 16 HYPERLINK l _Toc17325 （三）課時分配 (3) allocation of class hou

5、rs PAGEREF _Toc17325 h 16 HYPERLINK l _Toc17300 （四）教學內容 (4) Teaching content PAGEREF _Toc17300 h 17 HYPERLINK l _Toc28191 （五）綜合實訓 (5) Comprehensive training PAGEREF _Toc28191 h 17 HYPERLINK l _Toc17258 項目二 跨境電子商務平臺認知 Project 2 cross-border electronic commerce Platform Cognition PAGEREF _Toc17258 h 1

6、7 HYPERLINK l _Toc2482 （一）教學要求 (A) Teaching requirements PAGEREF _Toc2482 h 17 HYPERLINK l _Toc21899 1. 知識要求 1. Knowledge requirements PAGEREF _Toc21899 h 18 HYPERLINK l _Toc608 （二）重點與難點 (2) Key points and difficulties PAGEREF _Toc608 h 19 HYPERLINK l _Toc17781 1. 重點 1. Focus PAGEREF _Toc17781 h 19

7、HYPERLINK l _Toc28522 2難點 2 difficulty PAGEREF _Toc28522 h 19 HYPERLINK l _Toc26649 （三）課時分配 (3) allocation of class hours PAGEREF _Toc26649 h 19 HYPERLINK l _Toc27093 （四）教學內容 (4) Teaching content PAGEREF _Toc27093 h 19 HYPERLINK l _Toc29433 （五）綜合實訓 (5) Comprehensive training PAGEREF _Toc29433 h 20 H

8、YPERLINK l _Toc30586 項目三 國際站賬戶開通與管理 3. Opening and management of international station account of the project PAGEREF _Toc30586 h 20 HYPERLINK l _Toc26972 （一）教學要求 (A) Teaching requirements PAGEREF _Toc26972 h 20 HYPERLINK l _Toc14326 1. 知識點要求 1. Knowledge requirements PAGEREF _Toc14326 h 21 HYPERLIN

9、K l _Toc14363 （二）重點與難點 (2) Key points and difficulties PAGEREF _Toc14363 h 23 HYPERLINK l _Toc10686 1. 重點 1. Focus PAGEREF _Toc10686 h 23 HYPERLINK l _Toc7375 2. 難點 2. Difficulties PAGEREF _Toc7375 h 23 HYPERLINK l _Toc20764 （三）課時分配 (3) allocation of class hours PAGEREF _Toc20764 h 23 HYPERLINK l _T

10、oc7013 （四）教學內容 (4) Teaching content PAGEREF _Toc7013 h 23 HYPERLINK l _Toc6123 （五）綜合實訓 (5) Comprehensive training PAGEREF _Toc6123 h 24 HYPERLINK l _Toc7526 項目四 旺鋪裝修 Project sistore decoration PAGEREF _Toc7526 h 24 HYPERLINK l _Toc13377 （一）教學要求 (A) Teaching requirements PAGEREF _Toc13377 h 24 HYPERL

11、INK l _Toc28791 1. 知識點要求 1. Knowledge requirements PAGEREF _Toc28791 h 25 HYPERLINK l _Toc5490 （二）重點與難點 (2) Key points and difficulties PAGEREF _Toc5490 h 26 HYPERLINK l _Toc17883 1. 重點 1. Focus PAGEREF _Toc17883 h 26 HYPERLINK l _Toc4615 2. 難點 2. Difficulties PAGEREF _Toc4615 h 26 HYPERLINK l _Toc8

12、954 （三）課時分配 (3) allocation of class hours PAGEREF _Toc8954 h 26 HYPERLINK l _Toc9895 （四）教學內容 (4) Teaching content PAGEREF _Toc9895 h 27 HYPERLINK l _Toc29506 （五）綜合實訓 (5) Comprehensive training PAGEREF _Toc29506 h 27 HYPERLINK l _Toc21756 項目五 營銷中心 Project marketing center PAGEREF _Toc21756 h 27 HYPER

13、LINK l _Toc11734 （一）教學要求 (A) Teaching requirements PAGEREF _Toc11734 h 27 HYPERLINK l _Toc27426 1. 知識點要求 1. Knowledge requirements PAGEREF _Toc27426 h 28 HYPERLINK l _Toc21988 （二）重點與難點 (2) Key points and difficulties PAGEREF _Toc21988 h 29 HYPERLINK l _Toc32541 1. 重點 1. Focus PAGEREF _Toc32541 h 29

14、HYPERLINK l _Toc4773 2. 難點 2. Difficulties PAGEREF _Toc4773 h 30 HYPERLINK l _Toc1893 （三）課時分配 (3) allocation of class hours PAGEREF _Toc1893 h 30 HYPERLINK l _Toc17482 （四）教學內容 (4) Teaching content PAGEREF _Toc17482 h 30 HYPERLINK l _Toc153 （五）綜合實訓 (5) Comprehensive training PAGEREF _Toc153 h 30 HYPE

15、RLINK l _Toc25959 項目六 數據管家 Project data housekeeper PAGEREF _Toc25959 h 31 HYPERLINK l _Toc20928 （一）教學要求 (A) Teaching requirements PAGEREF _Toc20928 h 31 HYPERLINK l _Toc17560 1. 知識點要求 1. Knowledge requirements PAGEREF _Toc17560 h 32 HYPERLINK l _Toc27607 （二）重點與難點 (2) Key points and difficulties PAG

16、EREF _Toc27607 h 33 HYPERLINK l _Toc16503 1. 重點 1. Focus PAGEREF _Toc16503 h 33 HYPERLINK l _Toc18034 2. 難點 2. Difficulties PAGEREF _Toc18034 h 33 HYPERLINK l _Toc16413 （三）課時分配 (3) allocation of class hours PAGEREF _Toc16413 h 34 HYPERLINK l _Toc10937 （四）教學內容 (4) Teaching content PAGEREF _Toc10937 h

17、 34 HYPERLINK l _Toc13502 （五）綜合實訓 (5) Comprehensive training PAGEREF _Toc13502 h 34 HYPERLINK l _Toc1809 項目七 商機管理 VII. Project business opportunity management PAGEREF _Toc1809 h 35 HYPERLINK l _Toc5415 （一）教學要求 (A) Teaching requirements PAGEREF _Toc5415 h 35 HYPERLINK l _Toc6435 1. 知識點要求 1. Knowledge

18、 requirements PAGEREF _Toc6435 h 35 HYPERLINK l _Toc2598 （二）重點與難點 (2) Key points and difficulties PAGEREF _Toc2598 h 37 HYPERLINK l _Toc26924 1. 重點 1. Focus PAGEREF _Toc26924 h 37 HYPERLINK l _Toc31516 2. 難點 2. Difficulties PAGEREF _Toc31516 h 38 HYPERLINK l _Toc10423 （三）課時分配 (3) allocation of class

19、 hours PAGEREF _Toc10423 h 38 HYPERLINK l _Toc25681 （四）教學內容 (4) Teaching content PAGEREF _Toc25681 h 38 HYPERLINK l _Toc22574 （五）綜合實訓 (5) Comprehensive training PAGEREF _Toc22574 h 38 HYPERLINK l _Toc27846 項目八 信用保障服務 VIII. Project credit guarantee service PAGEREF _Toc27846 h 39 HYPERLINK l _Toc29155

20、 （一）教學要求 (A) Teaching requirements PAGEREF _Toc29155 h 39 HYPERLINK l _Toc8076 1. 知識點要求 1. Knowledge requirements PAGEREF _Toc8076 h 40 HYPERLINK l _Toc3717 （二）重點與難點 (2) Key points and difficulties PAGEREF _Toc3717 h 41 HYPERLINK l _Toc3311 1. 重點 1. Focus PAGEREF _Toc3311 h 41 HYPERLINK l _Toc22046

21、2. 難點 2. Difficulties PAGEREF _Toc22046 h 41 HYPERLINK l _Toc31230 （三）課時分配 (3) allocation of class hours PAGEREF _Toc31230 h 42 HYPERLINK l _Toc27140 （四）教學內容 (4) Teaching content PAGEREF _Toc27140 h 42 HYPERLINK l _Toc14638 （五）綜合實訓 (5) Comprehensive training PAGEREF _Toc14638 h 42 HYPERLINK l _Toc59

22、98 項目九 支付與物流 IX. Project Payment and Logistics PAGEREF _Toc5998 h 43 HYPERLINK l _Toc23845 （一）教學要求 (A) Teaching requirements PAGEREF _Toc23845 h 43 HYPERLINK l _Toc24454 1. 知識要求 1. Knowledge requirements PAGEREF _Toc24454 h 43 HYPERLINK l _Toc16128 （二）重點與難點 (2) Key points and difficulties PAGEREF _T

23、oc16128 h 44 HYPERLINK l _Toc2350 1. 重點 1. Focus PAGEREF _Toc2350 h 44 HYPERLINK l _Toc23428 （三）課時分配 (3) allocation of class hours PAGEREF _Toc23428 h 45 HYPERLINK l _Toc20949 （四）教學內容 (4) Teaching content PAGEREF _Toc20949 h 45 HYPERLINK l _Toc26394 （五）綜合實訓 (5) Comprehensive training PAGEREF _Toc263

24、94 h 45 HYPERLINK l _Toc15886 項目十 知識產權與法律法規 X project intellectual property rights and laws and regulations PAGEREF _Toc15886 h 46 HYPERLINK l _Toc13973 （一）教學要求 (A) Teaching requirements PAGEREF _Toc13973 h 46 HYPERLINK l _Toc20426 1. 知識要求 1. Knowledge requirements PAGEREF _Toc20426 h 47 HYPERLINK l

25、 _Toc19198 （二）重點與難點 (2) Key points and difficulties PAGEREF _Toc19198 h 48 HYPERLINK l _Toc22363 1. 重點 1. Focus PAGEREF _Toc22363 h 48 HYPERLINK l _Toc261 （三）課時分配 (3) allocation of class hours PAGEREF _Toc261 h 48 HYPERLINK l _Toc32181 （四）教學內容 (4) Teaching content PAGEREF _Toc32181 h 49 HYPERLINK l

26、_Toc10445 （五）綜合實訓 (5) Comprehensive training PAGEREF _Toc10445 h 49This program is applicable to e-commerce related majors in secondary and higher vocational colleges. It is recommended to offer 80 class hours.一、課程的性質和目標First, the nature and objectives of the course跨境電商B2B操作實務是電子商務專業核心課程之一，該課程以培養跨境電

27、子商務復合型人才為目標，切合企業對跨境電子商務人才的高標準要求，同時以阿里巴巴國際站為主要研究對象。通過開放、多維、立體的多邊經貿合作模式的學習，加深學生對互聯網時代下跨境電子商務的認識，提高其多邊資源的優化配置能力，配合政府推動助力經濟發展和外貿優化升級。B2B Operation Practice of Cross-border E-commerce is one of the core courses for e-commerce majors. This course aims at cultivating compound talents in cross-border electr

28、onic commerce, meeting the high standard requirements of enterprises for talents in cross-border electronic commerce, and taking Alibaba International Station as the main research object. Through the study of the open, multi-dimensional and three-dimensional multilateral economic and trade cooperati

29、on mode, we can deepen students understanding of cross-border electronic commerce in the Internet era, improve their ability to optimize the allocation of multilateral resources, and cooperate with the government to promote economic development and optimize and upgrade foreign trade.跨境電商B2B操作實務課程目標設

30、置以培養適應跨境電商工作崗位的職業能力為依據。取材于阿里巴巴國際站的典型案例分析與平臺操作演示，倚靠雨果網，FOB論壇，億邦動力網等權威外貿網站的最新行業數據，結合學生特點切入跨境電子商務B2B的概況認知。通過理論教學及實踐活動，將知識目標與能力目標充分結合，循序漸進地培養學生跨境B2B相關貿易平臺的實務操作能力，使其掌握跨境電商市場運營的方法技能，支付方式與物流以及目標客戶的開發、維護與服務。同時培養學生具備實際就業中所必需的心理素質和職業素養。The goal setting of B2B Operation Practice of Cross-border E-commerce cour

31、se is based on cultivating the professional ability to adapt to cross-border E-commerce jobs. Based on the typical case analysis and platform operation demonstration of Alibaba International Station, relying on the latest industry data of authoritative foreign trade websites such as Hugo. com, FOB F

32、orum, Yibang Power Network, etc., combined with the characteristics of students, we cut into the general knowledge of B2B in cross-border electronic commerce. Through theoretical teaching and practical activities, the knowledge objectives and ability objectives are fully combined, and students pract

33、ical operation ability of cross-border B2B-related trade platforms is gradually cultivated, so that they can master the methods and skills of cross-border e-commerce market operation, payment methods and logistics, and the development, maintenance and service of target customers. At the same time, s

34、tudents should be trained to have the necessary psychological quality and professional accomplishment in actual employment.二、授課對象及要求II.The teaching object and requirements跨境電商B2B操作實務是電子商務專業的核心技能課程。課程承前啟后，先修課程為跨境電商平臺認知、選擇及操作等，后續為視覺營銷、物流認知、跨境電商的營銷方式、數據分析、客戶服務等。培養學生掌握跨境電商B2B的必備理論知識、基本流程、相關技巧，同時獲得相應的學習能

35、力、運營能力，強化學生實踐，增強其創業意識。B2B Operation Practice of Cross-border E-commerce is a core skill course for e-commerce majors. As a link between the past and the future, the first courses are cross-border e-commerce platform cognition, selection and operation, followed by visual merchandising, logistics cogn

36、ition, cross-border e-commerce marketing methods, data analysis and customer service. Train students to master the necessary theoretical knowledge, basic processes and related skills of cross-border B2B e-commerce, and at the same time acquire corresponding learning ability and operation ability, st

37、rengthen students practice and enhance their entrepreneurial awareness.授課對象Teaching object中高職電子商務等相關專業學生。Students of e-commerce and other related majors in secondary and higher vocational schools.三、課程的教學目標III.The teaching objectives of the course本課程打破重理論輕實踐的傳統課程結構模式，采用項目驅動的教材開發模式，以工作過程為中心組織課程內容，學生依項

38、目需要結合相關案例完成對應理論知識的學習，同時逐步拓展和掌握相關職業技能。This course breaks the traditional curriculum structure mode of emphasizing theory over practice, adopts the project-driven textbook development mode, and organizes the course content with the working process as the center. Students can learn the corresponding th

39、eoretical knowledge according to the needs of the project and combine relevant cases, and at the same time gradually expand and master relevant vocational skills.課程包含跨境電商概況、跨境電子商務平臺認知、國際站賬戶開通與管理、旺鋪裝修、營銷中心、數據管家、商機管理、信用保障服務、支付與物流、知識產權與法律法規十大項目內容。課程內容組織重點突出對目標職業能力的培養，理論知識的選取緊緊圍繞工作任務完成的需要展開。既滿足中高職院校對職業技

40、能的要求，又兼顧相關理論知識的學習。The course includes the cross-border e-commerce profile, cross-border electronic commerce platform cognition, international station account opening and management, store decoration, marketing center, data housekeeper, business opportunity management, credit guarantee service, payme

41、nt and logistics, intellectual property rights and laws and regulations. The content organization of the course focuses on the cultivation of the target professional ability, and the selection of theoretical knowledge focuses on the needs of the completion of work tasks. It not only meets the requir

42、ements of vocational skills in secondary and higher vocational colleges, but also takes into account the study of relevant theoretical knowledge.三位一體the Trinity素養目標Literacy goal知識目標Knowledge target技能目標Skill goal知識目標Knowledge target了解跨境電子商務的發展概況；Understand the development situation of cross-border el

43、ectronic commerce;了解跨境電子商務與傳統國際貿易的區別；Understand the difference between cross-border electronic commerce and traditional international trade;熟悉跨境電子商務不同崗位的職責；Familiar with the responsibilities of different positions in cross-border electronic commerce;了解時下的主流跨境電商平臺的概況，運營方式及服務特點；Understand the general

44、situation, operation mode and service characteristics of the current mainstream cross-border e-commerce platform;熟悉阿里國際站平臺店鋪開通，賬號管理等相關知識；Familiar with Ali International Station platform store opening, account management and other related knowledge;熟悉阿里國際站產品發布規則及流程Familiar with product release rules

45、and procedures of Ali International Station.熟悉產品關鍵詞的獲取方法Be familiar with the acquisition methods of product keywords.熟悉搜索排序規則及搜索診斷優化Familiar with search sorting rules and search diagnosis optimization熟悉旺鋪裝修的步驟方法Familiar with the steps and methods of store decoration熟悉阿里國際站的平臺管理工作流程；Familiar with the

46、 platform management workflow of Ali International Station;熟知主要的跨境營銷方式及其適用情況；Familiar with the main cross-border marketing methods and their application;掌握阿里國際站店鋪自主營銷、直通車平臺活動等相關知識；Master the independent marketing of Ali International Station stores, through train platform activities and other relate

47、d knowledge;對社交媒體營銷有整體認知；Have overall knowledge of social media marketing;熟悉采購需求RFQ的相關知識Familiar with relevant knowledge of RFQ of purchasing requirements熟悉客戶詢盤及外貿郵的相關知識Familiar with customer inquiry and related knowledge of foreign trade mail.認識阿里國際站的平臺信用評級體系；Know the platform credit rating system

48、of Ali International Station;了解阿里國際站信用保障服務Understand the credit guarantee service of Ali International Station了解國際貿易風險及貿易欺詐行為Understand international trade risks and trade fraud.了解國際貿易糾紛類型Understand the types of international trade disputes了解跨境電商支付方式；Understand the payment methods of cross-border e-

49、commerce;認識跨境物流分類；Understand the classification of cross-border logistics;熟悉國際物流優劣勢對比；Familiar with the comparison of advantages and disadvantages of international logistics;了解知識產權的分類和形態；Understand the classification and form of intellectual property rights;了解國際跨境電商相關法律法規；Understand the relevant law

50、s and regulations of international cross-border e-commerce;了解跨境電商禁限售規則；Understand the rules of prohibition and restriction of cross-border e-commerce;了解阿里巴巴國際站知識產權侵權行為；Understand the intellectual property infringement of Alibaba International Station;了解阿里巴巴國際站的相關平臺網規；Understand the relevant platform

51、 network rules of Alibaba International Station;.技能目標Skill goal能夠對跨境電子商務有基本認識；Have a basic understanding of cross-border electronic commerce;掌握跨境電子商務的發展趨勢；Master the development trend of cross-border electronic commerce;掌握跨境電子商務行業不同崗位設置；Master different positions in cross-border electronic commerce

52、industry;掌握時下主流跨境電商平臺運營模式及類型區分；Master the current mainstream cross-border e-commerce platform operation mode and type distinction;能夠進行阿里國際站平臺的入駐申請，提交驗證資料，完成開店；Be able to apply for the entry of Ali International Station platform, submit verification data and complete the shop opening;能夠掌握公司信息及賬戶信息的管理

53、方法步驟Be able to master the management methods and steps of company information and account information能夠掌握產品關鍵詞查找的步驟方法Be able to master the steps and methods of product keyword search.能夠借助跨境國際站平臺完成多語言市場的產品發布與管理；Be able to complete product release and management in multilingual market with the help of

54、 cross-border international station platform;熟練阿里巴巴國際站的平臺管理操作；Proficient in platform management operation of Alibaba International Station;能夠熟悉品臺內各工具的作用及操作應用Be familiar with the function, operation and application of various tools in the product platform.能夠熟悉搜索排序規則并進行搜索診斷優化Be familiar with search so

55、rting rules and optimize search diagnosis.能夠進行旺鋪裝修，完成店招設計、產品模塊及自定義模塊設計Be able to carry out prosperous shop decoration, complete shop sign design, product module and custom module design.能夠完成無線移動端的頁面設計Can complete the page design of wireless mobile terminal.能夠進行國際站品臺內頂級展位及櫥窗設置Be able to set up the to

56、p booth and window in the international stand.能夠進行阿里國際站平臺內，包括店鋪自主營銷、平臺活動、直通車等營銷活動的設置和跟進；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;能夠進行基本的社交媒體營銷，掌握發帖技巧

57、和關聯店鋪營銷；Be able to conduct basic social media marketing, master posting skills and associate with store marketing;能夠進行搜索引擎廣告投放、掌握產品SEO優化的方法；Be able to advertise in search engines and master the methods of product SEO optimization;能夠對店鋪的推廣效果、銷售狀況進行全面而準確的分析Be able to comprehensively and accurately ana

58、lyze the promotion effect and sales situation of the store.能夠進行零效果產品優化Be able to optimize products with zero effect.能夠洞悉買家行為并及時把握行業最新動態Be able to understand buyers behavior and keep abreast of the latest developments in the industry.能夠熟練利用采購需求RFQ及客戶詢盤的分析及跟進挖掘目標客戶；Proficient in using RFQ and customer

59、 inquiry analysis and follow-up to find target customers;能夠掌握新手客戶開發的方式方法并進行客戶關系管理Be able to master the methods of novice customer development and manage customer relationship.能夠完成阿里國際站信用保障服務的開通Be able to complete the opening of credit guarantee service of Ali International Station.能夠填寫信用保障訂單并掌握信用保障訂

60、單的處理流程Be able to fill in credit guarantee orders and master the processing flow of credit guarantee orders.能夠識別國際貿易欺詐行Be able to identify fraudulent banks in international trade能夠處理國際貿易糾紛Be able to handle international trade disputes.掌握跨境支付方式Master cross-border payment methods能夠掌握國際貿易物流的選擇方法Be able