《跨境电商B2B操作实务》教学大纲

1、PAGE 51PAGE 跨境电商B2B操作实务课程教学大纲Course syllabus of B2B Operation Practice of Curriculum E-commerce本大纲适用于中高职院校电子商务相关专业。建议开设80课时。 TOC o 1-5 h z u HYPERLINK l _Toc14356 跨境电商B2B操作实务课程教学大纲 Course syllabus of B2B Operation Practice of Cross-border E-commerce PAGEREF _Toc14356 h 0 HYPERLINK l _Toc13539 一、课程的性

2、质和目标 First, the nature and objectives of the course PAGEREF _Toc13539 h 4 HYPERLINK l _Toc660 二、授课对象及要求 Second, the teaching object and requirements PAGEREF _Toc660 h 5 HYPERLINK l _Toc4368 三、课程的教学目标 Third, the teaching objectives of the course PAGEREF _Toc4368 h 6 HYPERLINK l _Toc29471 四、教学的内容与要求 F

3、ourth, the content and requirements of teaching PAGEREF _Toc29471 h 14 HYPERLINK l _Toc2013 项目一 跨境电商概况 Overview of cross-border e-commerce of the project PAGEREF _Toc2013 h 14 HYPERLINK l _Toc11925 （一）教学要求 (A) Teaching requirements PAGEREF _Toc11925 h 14 HYPERLINK l _Toc2692 1. 知识要求 1. Knowledge req

4、uirements PAGEREF _Toc2692 h 15 HYPERLINK l _Toc18851 （二）重点与难点 (2) Key points and difficulties PAGEREF _Toc18851 h 16 HYPERLINK l _Toc2549 1. 重点 1. Focus PAGEREF _Toc2549 h 16 HYPERLINK l _Toc11423 2. 难点 2. Difficulties PAGEREF _Toc11423 h 16 HYPERLINK l _Toc17325 （三）课时分配 (3) allocation of class hou

5、rs PAGEREF _Toc17325 h 16 HYPERLINK l _Toc17300 （四）教学内容 (4) Teaching content PAGEREF _Toc17300 h 17 HYPERLINK l _Toc28191 （五）综合实训 (5) Comprehensive training PAGEREF _Toc28191 h 17 HYPERLINK l _Toc17258 项目二 跨境电子商务平台认知 Project 2 cross-border electronic commerce Platform Cognition PAGEREF _Toc17258 h 1

6、7 HYPERLINK l _Toc2482 （一）教学要求 (A) Teaching requirements PAGEREF _Toc2482 h 17 HYPERLINK l _Toc21899 1. 知识要求 1. Knowledge requirements PAGEREF _Toc21899 h 18 HYPERLINK l _Toc608 （二）重点与难点 (2) Key points and difficulties PAGEREF _Toc608 h 19 HYPERLINK l _Toc17781 1. 重点 1. Focus PAGEREF _Toc17781 h 19

7、HYPERLINK l _Toc28522 2难点 2 difficulty PAGEREF _Toc28522 h 19 HYPERLINK l _Toc26649 （三）课时分配 (3) allocation of class hours PAGEREF _Toc26649 h 19 HYPERLINK l _Toc27093 （四）教学内容 (4) Teaching content PAGEREF _Toc27093 h 19 HYPERLINK l _Toc29433 （五）综合实训 (5) Comprehensive training PAGEREF _Toc29433 h 20 H

8、YPERLINK l _Toc30586 项目三 国际站账户开通与管理 3. Opening and management of international station account of the project PAGEREF _Toc30586 h 20 HYPERLINK l _Toc26972 （一）教学要求 (A) Teaching requirements PAGEREF _Toc26972 h 20 HYPERLINK l _Toc14326 1. 知识点要求 1. Knowledge requirements PAGEREF _Toc14326 h 21 HYPERLIN

9、K l _Toc14363 （二）重点与难点 (2) Key points and difficulties PAGEREF _Toc14363 h 23 HYPERLINK l _Toc10686 1. 重点 1. Focus PAGEREF _Toc10686 h 23 HYPERLINK l _Toc7375 2. 难点 2. Difficulties PAGEREF _Toc7375 h 23 HYPERLINK l _Toc20764 （三）课时分配 (3) allocation of class hours PAGEREF _Toc20764 h 23 HYPERLINK l _T

10、oc7013 （四）教学内容 (4) Teaching content PAGEREF _Toc7013 h 23 HYPERLINK l _Toc6123 （五）综合实训 (5) Comprehensive training PAGEREF _Toc6123 h 24 HYPERLINK l _Toc7526 项目四 旺铺装修 Project sistore decoration PAGEREF _Toc7526 h 24 HYPERLINK l _Toc13377 （一）教学要求 (A) Teaching requirements PAGEREF _Toc13377 h 24 HYPERL

11、INK l _Toc28791 1. 知识点要求 1. Knowledge requirements PAGEREF _Toc28791 h 25 HYPERLINK l _Toc5490 （二）重点与难点 (2) Key points and difficulties PAGEREF _Toc5490 h 26 HYPERLINK l _Toc17883 1. 重点 1. Focus PAGEREF _Toc17883 h 26 HYPERLINK l _Toc4615 2. 难点 2. Difficulties PAGEREF _Toc4615 h 26 HYPERLINK l _Toc8

12、954 （三）课时分配 (3) allocation of class hours PAGEREF _Toc8954 h 26 HYPERLINK l _Toc9895 （四）教学内容 (4) Teaching content PAGEREF _Toc9895 h 27 HYPERLINK l _Toc29506 （五）综合实训 (5) Comprehensive training PAGEREF _Toc29506 h 27 HYPERLINK l _Toc21756 项目五 营销中心 Project marketing center PAGEREF _Toc21756 h 27 HYPER

13、LINK l _Toc11734 （一）教学要求 (A) Teaching requirements PAGEREF _Toc11734 h 27 HYPERLINK l _Toc27426 1. 知识点要求 1. Knowledge requirements PAGEREF _Toc27426 h 28 HYPERLINK l _Toc21988 （二）重点与难点 (2) Key points and difficulties PAGEREF _Toc21988 h 29 HYPERLINK l _Toc32541 1. 重点 1. Focus PAGEREF _Toc32541 h 29

14、HYPERLINK l _Toc4773 2. 难点 2. Difficulties PAGEREF _Toc4773 h 30 HYPERLINK l _Toc1893 （三）课时分配 (3) allocation of class hours PAGEREF _Toc1893 h 30 HYPERLINK l _Toc17482 （四）教学内容 (4) Teaching content PAGEREF _Toc17482 h 30 HYPERLINK l _Toc153 （五）综合实训 (5) Comprehensive training PAGEREF _Toc153 h 30 HYPE

15、RLINK l _Toc25959 项目六 数据管家 Project data housekeeper PAGEREF _Toc25959 h 31 HYPERLINK l _Toc20928 （一）教学要求 (A) Teaching requirements PAGEREF _Toc20928 h 31 HYPERLINK l _Toc17560 1. 知识点要求 1. Knowledge requirements PAGEREF _Toc17560 h 32 HYPERLINK l _Toc27607 （二）重点与难点 (2) Key points and difficulties PAG

16、EREF _Toc27607 h 33 HYPERLINK l _Toc16503 1. 重点 1. Focus PAGEREF _Toc16503 h 33 HYPERLINK l _Toc18034 2. 难点 2. Difficulties PAGEREF _Toc18034 h 33 HYPERLINK l _Toc16413 （三）课时分配 (3) allocation of class hours PAGEREF _Toc16413 h 34 HYPERLINK l _Toc10937 （四）教学内容 (4) Teaching content PAGEREF _Toc10937 h

17、 34 HYPERLINK l _Toc13502 （五）综合实训 (5) Comprehensive training PAGEREF _Toc13502 h 34 HYPERLINK l _Toc1809 项目七 商机管理 VII. Project business opportunity management PAGEREF _Toc1809 h 35 HYPERLINK l _Toc5415 （一）教学要求 (A) Teaching requirements PAGEREF _Toc5415 h 35 HYPERLINK l _Toc6435 1. 知识点要求 1. Knowledge

18、 requirements PAGEREF _Toc6435 h 35 HYPERLINK l _Toc2598 （二）重点与难点 (2) Key points and difficulties PAGEREF _Toc2598 h 37 HYPERLINK l _Toc26924 1. 重点 1. Focus PAGEREF _Toc26924 h 37 HYPERLINK l _Toc31516 2. 难点 2. Difficulties PAGEREF _Toc31516 h 38 HYPERLINK l _Toc10423 （三）课时分配 (3) allocation of class

19、 hours PAGEREF _Toc10423 h 38 HYPERLINK l _Toc25681 （四）教学内容 (4) Teaching content PAGEREF _Toc25681 h 38 HYPERLINK l _Toc22574 （五）综合实训 (5) Comprehensive training PAGEREF _Toc22574 h 38 HYPERLINK l _Toc27846 项目八 信用保障服务 VIII. Project credit guarantee service PAGEREF _Toc27846 h 39 HYPERLINK l _Toc29155

20、 （一）教学要求 (A) Teaching requirements PAGEREF _Toc29155 h 39 HYPERLINK l _Toc8076 1. 知识点要求 1. Knowledge requirements PAGEREF _Toc8076 h 40 HYPERLINK l _Toc3717 （二）重点与难点 (2) Key points and difficulties PAGEREF _Toc3717 h 41 HYPERLINK l _Toc3311 1. 重点 1. Focus PAGEREF _Toc3311 h 41 HYPERLINK l _Toc22046

21、2. 难点 2. Difficulties PAGEREF _Toc22046 h 41 HYPERLINK l _Toc31230 （三）课时分配 (3) allocation of class hours PAGEREF _Toc31230 h 42 HYPERLINK l _Toc27140 （四）教学内容 (4) Teaching content PAGEREF _Toc27140 h 42 HYPERLINK l _Toc14638 （五）综合实训 (5) Comprehensive training PAGEREF _Toc14638 h 42 HYPERLINK l _Toc59

22、98 项目九 支付与物流 IX. Project Payment and Logistics PAGEREF _Toc5998 h 43 HYPERLINK l _Toc23845 （一）教学要求 (A) Teaching requirements PAGEREF _Toc23845 h 43 HYPERLINK l _Toc24454 1. 知识要求 1. Knowledge requirements PAGEREF _Toc24454 h 43 HYPERLINK l _Toc16128 （二）重点与难点 (2) Key points and difficulties PAGEREF _T

23、oc16128 h 44 HYPERLINK l _Toc2350 1. 重点 1. Focus PAGEREF _Toc2350 h 44 HYPERLINK l _Toc23428 （三）课时分配 (3) allocation of class hours PAGEREF _Toc23428 h 45 HYPERLINK l _Toc20949 （四）教学内容 (4) Teaching content PAGEREF _Toc20949 h 45 HYPERLINK l _Toc26394 （五）综合实训 (5) Comprehensive training PAGEREF _Toc263

24、94 h 45 HYPERLINK l _Toc15886 项目十 知识产权与法律法规 X project intellectual property rights and laws and regulations PAGEREF _Toc15886 h 46 HYPERLINK l _Toc13973 （一）教学要求 (A) Teaching requirements PAGEREF _Toc13973 h 46 HYPERLINK l _Toc20426 1. 知识要求 1. Knowledge requirements PAGEREF _Toc20426 h 47 HYPERLINK l

25、 _Toc19198 （二）重点与难点 (2) Key points and difficulties PAGEREF _Toc19198 h 48 HYPERLINK l _Toc22363 1. 重点 1. Focus PAGEREF _Toc22363 h 48 HYPERLINK l _Toc261 （三）课时分配 (3) allocation of class hours PAGEREF _Toc261 h 48 HYPERLINK l _Toc32181 （四）教学内容 (4) Teaching content PAGEREF _Toc32181 h 49 HYPERLINK l

26、_Toc10445 （五）综合实训 (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、课程的性质和目标First, the nature and objectives of the course跨境电商B2B操作实务是电子商务专业核心课程之一，该课程以培养跨境电

27、子商务复合型人才为目标，切合企业对跨境电子商务人才的高标准要求，同时以阿里巴巴国际站为主要研究对象。通过开放、多维、立体的多边经贸合作模式的学习，加深学生对互联网时代下跨境电子商务的认识，提高其多边资源的优化配置能力，配合政府推动助力经济发展和外贸优化升级。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.跨境电商B2B操作实务课程目标设

30、置以培养适应跨境电商工作岗位的职业能力为依据。取材于阿里巴巴国际站的典型案例分析与平台操作演示，倚靠雨果网，FOB论坛，亿邦动力网等权威外贸网站的最新行业数据，结合学生特点切入跨境电子商务B2B的概况认知。通过理论教学及实践活动，将知识目标与能力目标充分结合，循序渐进地培养学生跨境B2B相关贸易平台的实务操作能力，使其掌握跨境电商市场运营的方法技能，支付方式与物流以及目标客户的开发、维护与服务。同时培养学生具备实际就业中所必需的心理素质和职业素养。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、授课对象及要求II.The teaching object and requirements跨境电商B2B操作实务是电子商务专业的核心技能课程。课程承前启后，先修课程为跨境电商平台认知、选择及操作等，后续为视觉营销、物流认知、跨境电商的营销方式、数据分析、客户服务等。培养学生掌握跨境电商B2B的必备理论知识、基本流程、相关技巧，同时获得相应的学习能

35、力、运营能力，强化学生实践，增强其创业意识。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.授课对象Teaching object中高职电子商务等相关专业学生。Students of e-commerce and other related majors in secondary and higher vocational schools.三、课程的教学目标III.The teaching objectives of the course本课程打破重理论轻实践的传统课程结构模式，采用项目驱动的教材开发模式，以工作过程为中心组织课程内容，学生依项

38、目需要结合相关案例完成对应理论知识的学习，同时逐步拓展和掌握相关职业技能。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.课程包含跨境电商概况、跨境电子商务平台认知、国际站账户开通与管理、旺铺装修、营销中心、数据管家、商机管理、信用保障服务、支付与物流、知识产权与法律法规十大项目内容。课程内容组织重点突出对目标职业能力的培养，理论知识的选取紧紧围绕工作任务完成的需要展开。既满足中高职院校对职业技

40、能的要求，又兼顾相关理论知识的学习。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.三位一体the Trinity素养目标Literacy goal知识目标Knowledge target技能目标Skill goal知识目标Knowledge target了解跨境电子商务的发展概况；Understand the development situation of cross-border el

43、ectronic commerce;了解跨境电子商务与传统国际贸易的区别；Understand the difference between cross-border electronic commerce and traditional international trade;熟悉跨境电子商务不同岗位的职责；Familiar with the responsibilities of different positions in cross-border electronic commerce;了解时下的主流跨境电商平台的概况，运营方式及服务特点；Understand the general

44、situation, operation mode and service characteristics of the current mainstream cross-border e-commerce platform;熟悉阿里国际站平台店铺开通，账号管理等相关知识；Familiar with Ali International Station platform store opening, account management and other related knowledge;熟悉阿里国际站产品发布规则及流程Familiar with product release rules

45、and procedures of Ali International Station.熟悉产品关键词的获取方法Be familiar with the acquisition methods of product keywords.熟悉搜索排序规则及搜索诊断优化Familiar with search sorting rules and search diagnosis optimization熟悉旺铺装修的步骤方法Familiar with the steps and methods of store decoration熟悉阿里国际站的平台管理工作流程；Familiar with the

46、 platform management workflow of Ali International Station;熟知主要的跨境营销方式及其适用情况；Familiar with the main cross-border marketing methods and their application;掌握阿里国际站店铺自主营销、直通车平台活动等相关知识；Master the independent marketing of Ali International Station stores, through train platform activities and other relate

47、d knowledge;对社交媒体营销有整体认知；Have overall knowledge of social media marketing;熟悉采购需求RFQ的相关知识Familiar with relevant knowledge of RFQ of purchasing requirements熟悉客户询盘及外贸邮的相关知识Familiar with customer inquiry and related knowledge of foreign trade mail.认识阿里国际站的平台信用评级体系；Know the platform credit rating system

48、of Ali International Station;了解阿里国际站信用保障服务Understand the credit guarantee service of Ali International Station了解国际贸易风险及贸易欺诈行为Understand international trade risks and trade fraud.了解国际贸易纠纷类型Understand the types of international trade disputes了解跨境电商支付方式；Understand the payment methods of cross-border e-

49、commerce;认识跨境物流分类；Understand the classification of cross-border logistics;熟悉国际物流优劣势对比；Familiar with the comparison of advantages and disadvantages of international logistics;了解知识产权的分类和形态；Understand the classification and form of intellectual property rights;了解国际跨境电商相关法律法规；Understand the relevant law

50、s and regulations of international cross-border e-commerce;了解跨境电商禁限售规则；Understand the rules of prohibition and restriction of cross-border e-commerce;了解阿里巴巴国际站知识产权侵权行为；Understand the intellectual property infringement of Alibaba International Station;了解阿里巴巴国际站的相关平台网规；Understand the relevant platform

51、 network rules of Alibaba International Station;.技能目标Skill goal能够对跨境电子商务有基本认识；Have a basic understanding of cross-border electronic commerce;掌握跨境电子商务的发展趋势；Master the development trend of cross-border electronic commerce;掌握跨境电子商务行业不同岗位设置；Master different positions in cross-border electronic commerce

52、industry;掌握时下主流跨境电商平台运营模式及类型区分；Master the current mainstream cross-border e-commerce platform operation mode and type distinction;能够进行阿里国际站平台的入驻申请，提交验证资料，完成开店；Be able to apply for the entry of Ali International Station platform, submit verification data and complete the shop opening;能够掌握公司信息及账户信息的管理

53、方法步骤Be able to master the management methods and steps of company information and account information能够掌握产品关键词查找的步骤方法Be able to master the steps and methods of product keyword search.能够借助跨境国际站平台完成多语言市场的产品发布与管理；Be able to complete product release and management in multilingual market with the help of

54、 cross-border international station platform;熟练阿里巴巴国际站的平台管理操作；Proficient in platform management operation of Alibaba International Station;能够熟悉品台内各工具的作用及操作应用Be familiar with the function, operation and application of various tools in the product platform.能够熟悉搜索排序规则并进行搜索诊断优化Be familiar with search so

55、rting rules and optimize search diagnosis.能够进行旺铺装修，完成店招设计、产品模块及自定义模块设计Be able to carry out prosperous shop decoration, complete shop sign design, product module and custom module design.能够完成无线移动端的页面设计Can complete the page design of wireless mobile terminal.能够进行国际站品台内顶级展位及橱窗设置Be able to set up the to

56、p booth and window in the international stand.能够进行阿里国际站平台内，包括店铺自主营销、平台活动、直通车等营销活动的设置和跟进；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;能够进行基本的社交媒体营销，掌握发帖技巧

57、和关联店铺营销；Be able to conduct basic social media marketing, master posting skills and associate with store marketing;能够进行搜索引擎广告投放、掌握产品SEO优化的方法；Be able to advertise in search engines and master the methods of product SEO optimization;能够对店铺的推广效果、销售状况进行全面而准确的分析Be able to comprehensively and accurately ana

58、lyze the promotion effect and sales situation of the store.能够进行零效果产品优化Be able to optimize products with zero effect.能够洞悉买家行为并及时把握行业最新动态Be able to understand buyers behavior and keep abreast of the latest developments in the industry.能够熟练利用采购需求RFQ及客户询盘的分析及跟进挖掘目标客户；Proficient in using RFQ and customer

59、 inquiry analysis and follow-up to find target customers;能够掌握新手客户开发的方式方法并进行客户关系管理Be able to master the methods of novice customer development and manage customer relationship.能够完成阿里国际站信用保障服务的开通Be able to complete the opening of credit guarantee service of Ali International Station.能够填写信用保障订单并掌握信用保障订

60、单的处理流程Be able to fill in credit guarantee orders and master the processing flow of credit guarantee orders.能够识别国际贸易欺诈行Be able to identify fraudulent banks in international trade能够处理国际贸易纠纷Be able to handle international trade disputes.掌握跨境支付方式Master cross-border payment methods能够掌握国际贸易物流的选择方法Be able