《跨境电子商务英语（英语）》课件-项目5：产品管理

Project5ProductManagementofCross-BorderE-CommerceCONTENTSProductSelection01ProductManagement:ProductPricing02ProductManagement:ForbiddenandRestrictedProducts03Knowledgeextension04ProductSelection01Newwordsuphill/ˌʌpˈhɪl/adj.费力的

literally/ˈlɪt(ə)rəlɪ/adv.真正地，确实地prime/praɪm/adj.主要的，首要的massive/ˈmæsɪv/adj.大而重的restriction/rɪˈstrɪkʃ(ə)n/n.限制规定shape/ʃeɪp/v.塑造frilly/ˈfrɪlɪ/adj.多饰边的，多褶边的reinforce/rɪːɪnˈfɔːs/v.加强；加固match/mætʃ/v.般配，相配outlet/ˈaʊtlet/n.经销店channel/ˈtʃæn(ə)l/n.途径；渠道sanity/ˈsænɪtɪ/n.明智，理智target/ˈtɑːgɪt/v.面向；把……对准TranslationYouronlinebusinesswillhavemanyseparatepartsthatallneedtoworktogether,suchasmarketing,inventory,andfinances.Eachpartisdirectlyinfluencedbythetypeofproductsyou'reselling.Thismeansthatwithoutasolidproductline,yourbusinessfacesanuphillbattlebeforeitevenstarts—ifyoudon'tknowwhatyou'reselling,youcan'tplantheotheraspectsofyouronlinestore.您的在线业务将含有许多需要协同工作的部分，例如营销、库存和财务。每个部分都直接受到您销售的产品类型的影响。这就意味着，如果没有稳固的产品线，您的企业甚至在还未开始之前就会面临一场艰苦的战斗——如果您不知道自己卖什么，就无法规划在线商店的其他方面。TranslationIt'struethatdecidingwhatproductstosellcanberatherdifficult,asthereareliterallymillionsofoptionstochoosefrom.Notonlythat,youneedtoensurethere'samarketforyourproductsandthatyoucanactuallymakemoneyfromsellingthem.Evenmore,theproductsyousellareaprimefactorinshapingotherdetailsthatimpactyouronlinebusiness.Forexample,ifyoudecidetosellrefrigerators,howwillyoushipthismassiveitemacrossthecountry?Or,ifyou'resellingwine,whatlegalrestrictionsdoyoufacewhensellingtodifferentstatesandgeographies?Arethereanyadditionaltaxesthatneedtobepaid?确实，决定销售哪些产品可能相当困难，因为实际上有数百万种产品可供选择。不仅如此，您还需要确保您的产品有市场，并且您可以通过销售它们来赚钱。更重要的是，您销售的产品还是其他细节的主要影响因素。例如，如果您决定销售冰箱，您将如何在全国范围内运送这个庞大的物品？或者，如果您正在销售葡萄酒，那么在向不同的州和地区销售葡萄酒时您会面临哪些法律限制？是否有任何额外的税款需要支付？TranslationAsamatteroffact,theproductsyousellonlinedirectlyimpactthefollowing:●Branding&design:Ifyou'resellingautoparts,youprobablywouldn'twanttogiveyourwebsiteapinkbackgroundandfrillylogo,right?Yourbrandshouldreinforceyourproductline,somakesuretheymatchwell.Checkoutyourcompetitorstoseewhatsortofdesignsthey'reusing.事实上，您在网上销售的产品直接影响以下方面：品牌和设计：如果您销售汽车零部件，您可能不想给您的网站一个粉红色的背景和褶边标志，对吧？您的品牌应该加强您的产品线，所以要确保它们完美匹配。看看您的竞争对手，看看他们正在使用什么样的设计。Translation●Marketing:Themarketingoutletsyouchoose,alongwithyourmarketingbudgets,aredependentonyourtargetaudience,whichisfullydeterminedbyyourproductoffering.Forbestresults,makeaplantomarketacrossmorethanonechannel,suchasadvertisingonFacebookandwithinsearchresultspages.营销：您选择的营销渠道以及营销预算取决于您的目标受众，而您的目标受众又完全取决于您的产品。为获得最佳效果，请制定跨多个渠道的营销计划，例如在Facebook和搜索结果页面内投放广告。Translation●Yoursanity:Keepinmindthatyou'llbespendinglotsoftimewiththeseproducts,soonlysellsomethingifyoufinditinterestingandwon'tgetboredwithitsoon.Allinallfiguringoutwhattosellonlineandwhototargetisadecisionthatshouldbetakenseriously.您的理智：请记住，您是要长期卖这些产品的，所以只卖那些您觉得有趣并且不会很快厌倦的东西。总而言之，弄清楚在网上销售什么以及目标受众是谁是需要认真考虑的。ProductManagement:ProductPricing02Newwords（1）competitiveprice有竞争力的价格（2）reasonableprice合理的价格（3）bottomprice底价（4）ex-factoryprice出厂价（5）favorableprice优惠价格（6）cutdowntheprice降低价格（7）adjusttheprice调整价格（8）revisetheprice修改价格Newwordsignore/ɪgˈnɔ:/v.忽视arbitrarily/ˌɑːbɪˈtrerəli/adv.任意地solely/ˈsəʊllɪ/adv.独自地；完全overall/ˈəʊvərɔːl/adj.全部的，总体的revenue/ˈrevənju:/n.收益charge/tʃɑ:dʒ/v.对……索费estimate/ˈestɪmeɪt/v.估计previously/ˈpri:viəsli/adv.先前investigate/ɪnˈvestɪgeɪt/v.调查competitor/kəmˈpetɪtə/n.竞争者position/pəˈzɪʃ(ə)n/v.定位TranslationOneofthebiggestmistakesyoucanmakewhenlaunchingyourbusinessinCBECistoignorethepricingofyourproducts.Fartoooften,onlineretailersarbitrarilysettheirproductprices,orevenworse,basetheirdecisionssolelyonwhattheircompetitorsarecharging.It'ssoimportanttoputsomethoughtsbehindyourpricingdecisions.Hereisthefour-stepprocess.开始跨境电子商务业务时，您可能犯的最大错误之一就是忽略您的产品的定价。很多时候，在线零售商会随意地设定产品价格，甚至更糟的是，他们仅依据竞争对手的定价来决定自己产品的定价。重要的是在定价时要好好思考。以下是定价的四步骤。TranslationStep1:CalculateyouroverallproductcostBeforesetlingonaprice,calculatetheoverallproductcostbyaddingallofthecostsassociatedwithyourproduct,suchasproductcosts,shippingfees,labor,andmore.第一步：计算整体产品成本在定价之前，需计算所有与产品相关的成本，比如产品的进价、运费、人工等，这些相加从而核算产品的总成本。TranslationStep2:AccountforyourrevenuegoalsAfteryoudeterminehowmuchyouneedtobreakevenonaproduct,thenextstepistodecidetheprofityouneedtoearnonthatproducttomeetyouroverallrevenuegoals.Todoso,takethefollowingsteps:Setyourmonthlynetprofitgoalforthesaleofallproducts.Forexample,let'ssayyouwanttoearn$10,000amonthprofitoffyourentireproductline.第二步：说明您的收入目标确定您需要细分每个产品上多少收入后，下一步就是确定您需要从该产品上赚取的利润从而来实现总体收入目标。为此，请执行以下步骤：设置所有产品的每月净销售利润目标。例如，假设您希望通过整个产品线每月获得10,000美元的利润。TranslationBreakdownyourmonthlynetprofitgoalintomonthlynetprofitgoalsforeachproduct.Continuingwiththisexample,ifyou'resellingfourproducts,youmayhaveagoalof$2,500profitpermonthforeachproduct.Estimatethetotalnumberofeachproductyouexpecttosellpermonthanddivideyourmonthlynetprofitgoalforeachproductbythetotalnumberofproductitemsyouexpecttosellpermonth.Forexample,ifyouwanttoearn$2,500onthesaleof500items,$2,500÷500=$5/item.将每月净利润目标分解为每个产品的每月净利润目标。继续来看这个示例，如果您要销售四种产品，您的每个产品的每月净利润目标可能是$2,500。估计您希望每月出售的每种产品的总数，然后将每种产品的每月净利润目标除以您希望每月出售的产品的总数。例如，如果您想出售500件商品来赚取$2,500，那么$2,500÷500=$5/件。TranslationAddtheprofitperitemtotheoverallproductcostyoupreviouslycalculated.Let'ssaythataproduct'stotalcostis$7.75,andyouneedtoearn$5peritemtomeetyourrevenuegoal.Thenyouneedtosellitfornolessthan$12.75($7.75+$5.00=$12.75).将每件商品的利润添加到您之前计算的总产品成本中。假设某产品的总成本为7.75美元，并且您需要每件产品赚取5美元的收入才能实现您的总收入目标。那么您需要以不低于$12.75（$7.75+$5.00=$12.75）的价格出售产品。Translation第三步：将价格与竞争对手的进行比较一旦您为您的产品设定好了价格，就您的业务需求而言，您应该处于良好状态。然而，您还应该知道，购物者经常搜索其他地方货比三家。Step3:CompareyourpricestothecompetitionOnceyousetthepricesforyourproducts,youshouldbeingoodshapeasfarasyourbusinessneedsareconcerned.However,youshouldalsoknowthatshoppersoftensearchelsewhereforthebestvalue.Translation这意味着您应该通过查看以下资源，例如类似的网站，比较购物引擎（CSE），易趣和像亚马逊平台这样的主要零售商来调查竞争对手的价格。这样，您将能够更好地定位产品或进行必要的调整。Thismeansthatyoushouldinvestigatecompetitorpricingbylookingatsomeofthefollowingsourcessuchassimilarwebsites,comparisonshoppingengines(CSEs),eBay,andmajorretailerslikeAmazon.Inthisway,you'llbeabletobetterpositionyourproductsormakenecessaryadjustments.TranslationStep4:ConsideryourbusinessvalueandcustomerbaseNotallshoppersaremadealike,andnotallbusinessesofferthesamelevelofexpertiseandservice.Sowhensettingyourproductprices,considertheseadditionalfactorssuchascustomermotivation,youraddedvalue.第四步：考虑您的商业价值和客户群并非所有购物者都是一样的，也不是所有企业都提供相同水平的专业知识和服务。因此，设置产品价格时，请考虑这些其他因素，例如客户动机，您的附加值。TranslationPricingisadmittedlyanartandascience.JustrememberthatthetimeandeffortittakestosetyourpriceswillhelpyouimmenselyoverthecourseofyourbusinessinCBEC.诚然，定价是一种艺术，也是一门科学。请记住，给产品定价时所花费的时间和精力将极大地帮助您的跨境电子商务业务。ProductManagementForbiddenandRestrictedProducts03NewWordsalcohol

酒wildanimalproducts野生动物制品weapons武器tobacco香烟prohibitedfood禁售食品booty赃物stock股票pills药丸service服务drugs毒品Newwordstrust/trʌst/v.信任regulation/regjʊˈleɪʃn/n.规章prescription/prɪˈskrɪpʃn/n.药方prohibit/prə(ʊ)ˈhɪbɪt/v.禁止review/rɪˈvjuː/v.复习，回顾inclusive/ɪnˈkluːsɪv/adj.包括的，包含的violation/vaɪəˈleɪʃn/n.违反corrective/kəˈrektɪv/adj.矫正的appropriate/əˈprəʊpriət/adj.适当的suspend/səˈspend/v.暂停；延缓terminate/ˈtɜːmɪneɪt/v.使结束Newwordsprivilege/ˈprɪvəlɪdʒ/n.特权fulfillment/fʊlˈfɪlmənt/n.完成；履行reimbursement/ˌri:ɪmˈbɜ:smənt/n.偿还；赔偿permanent/ˈpɜːm(ə)nənt/adj.永久的withhold/wɪðˈhəʊld/v.保留；抑制penalty/ˈpen(ə)ltɪ/n.罚款innovate/ˈɪnəveɪt/v.创新；改革vendor/ˈvendə(r)/n.卖主Readingcomplywith

遵从takeactions采取行动fulfillmentcenters订单履行中心（本文指亚马逊的物流发货中心）stockExpressions:ReadingCustomerstrustthattheycanalwaysbuywithconfidenceonAmazon.ProductsofferedforsaleonAmazonmustcomplywithalllawsandregulationsandwithAmazon'spolicies.Thesaleofillegal,unsafe,orotherrestrictedproducts,includingproductsavailableonlybyprescription,isstrictlyprohibited.RestrictedProductsonAmazoninU.S.ReadingRestrictedProductsonAmazoninU.S.IfyousupplygoodsonAmazon,youshouldcarefullyreviewtheRestrictedProductsHelppagesbeforelistingaproduct.TheexamplesprovidedintheseHelppagesarenotall-inclusiveandareprovidedsolelyasaninformationalguide.Weencourageyoutoconsultwithyourlegalcounselifyouhavequestionsaboutthelawsandregulationsconcerningyourproducts.Evenwhereaproductislistedasan“ExampleofPermittedListings”,allproductsandlistingsmustalsocomplywithapplicablelaws.Inaddition,anylinksprovidedareforinformationalpurposesonly.ReadingRestrictedProductsonAmazoninU.S.IfyousupplyaproductinviolationofthelaworanyofAmazon'spolicies,includingthoselistedontheRestrictedProductspages,Amazonwilltakecorrectiveactions,asappropriate,includingbutnotlimitedtoimmediatelysuspendingorterminatingsellingprivileges,destroyinginventoryinourfulfillmentcenterswithoutreimbursement,returninginventory,terminatingthebusinessrelationship,andpermanentwithholdingofpayments.Thesaleofillegalorunsafeproductscanalsoleadtolegalaction,includingcivilandcriminalpenalties.ReadingRestrictedProductsonAmazoninU.S.Amazonisconstantlyinnovatingonbehalfofourcustomersandworkingwithregulators,thirdpartyexperts,vendors,andsellerstoimprovethewaysitdetectsandpreventsillegalandunsafeproductsfromreachingitsmarketplace.TranslationCustomerstrustthattheycanalwaysbuywithconfidenceonAmazon.ProductsofferedforsaleonAmazonmustcomplywithalllawsandregulationsandwithAmazon'spolicies.Thesaleofillegal,unsafe,orotherrestrictedproducts,includingproductsavailableonlybyprescription,isstrictlyprohibited.RestrictedProductsonAmazoninU.S.美国亚马逊上的受限产品

客户信任他们在亚马逊上总是能放心购买。在亚马逊上出售的商品必须遵守所有法律法规以及亚马逊的政策。严禁销售非法、不安全或其他受限产品，包括仅凭处方销售的产品。TranslationRestrictedProductsonAmazoninU.S.IfyousupplygoodsonAmazon,youshouldcarefullyreviewtheRestrictedProductsHelppagesbeforelistingaproduct.TheexamplesprovidedintheseHelppagesarenotall-inclusiveandareprovidedsolelyasaninformationalguide.Weencourageyoutoconsultwithyourlegalcounselifyouhavequestionsaboutthelawsandregulationsconcerningyourproducts.Evenwhereaproductislistedasan“ExampleofPermittedListings”,allproductsandlistingsmustalsocomplywithapplicablelaws.Inaddition,anylinksprovidedareforinformationalpurposesonly.如果您在亚马逊上供应商品，则在刊登商品之前，应仔细审阅受限产品帮助页面。这些帮助页面中提供的示例并不全面，仅作为信息指南。如果您对有关产品的法律法规有疑问，我们鼓励您咨询您的法律顾问。即使某一产品被列为“允许刊登的示例”，所有商品和刊登信息也必须符合相关法律。此外，提供的任何链接仅用于信息目的。ReadingRestrictedProductsonAmazoninU.S.IfyousupplyaproductinviolationofthelaworanyofAmazon'spolicies,includingthoselistedontheRestrictedProductspages,Amazonwilltakecorrectiveactions,asappropriate,includingbutnotlimitedtoimmediatelysuspendingorterminatingsellingprivileges,destroyinginventoryinourfulfillmentcenterswithoutreimbursement,returninginventory,terminatingthebusinessrelationship,andpermanentwithholdingofpayments.Thesaleofillegalorunsafeproductscanalsoleadtolegalaction,includingcivilandcriminalpenalties.如果您在亚马逊上供应的商品违反法律或亚马逊的任何政策（包括受限产品页面中列出的政策），亚马逊将根据情况采取纠正措施，包括但不限于立即暂停或终止销售权限、销毁我们物流中心的库存且不予补偿、退回库存、终止业务关系以及永久扣留付款。销售非法或不安全产品还可能导致法律诉讼，包括民事和刑事处罚。ReadingRestrictedProductsonAmazoninU.S.Amazonisconstantlyinnovatingonbehalfofourcustomersandworkingwithregulators,thirdpartyexperts,vendors,andsellerstoimprovethewaysitdetectsandpreventsillegalandunsafeproductsfromreachingitsmarketplace.亚马逊始终在为客户提供创新，并与监管机构、第三方专家、供应商和卖家合作，以改进其防止非法和不安全产品进入市场的方法。Knowledgeextension04NewWordsattentive[əˈtentɪv]adj.细心的，注意的；周到的，殷勤的opponent[əˈpəʊnənt]n.对手，敌手；反对者dramatically[drəˈmætɪkəlɪ]adv.戏剧性地，引人注目地selective[sɪˈlektɪv]adj.精心选择的，选择的monetary[ˈmʌnɪtərɪ]adj.货币的，金钱的；钱的accordingly[əˈkɔːdɪŋlɪ]adv.因此，于是；照着，相应地palatable[ˈpælətəbl]adj.可口的，美味的；宜人的，可接受的synchronize[ˈsɪŋkrənaɪz]vt.使同步，使同时decor[ˈdeɪkɔː]n.布置，装饰；布景penetration[ˌpenɪˈtreɪʃən]n.渗透，穿透sensitive[ˈsensɪtɪv]adj.敏感的；感觉的temporary[ˈtempərərɪ]adj.短暂的，临时的，暂时的NewWordsminimize[ˈmɪnɪmaɪz]vt.把…减至最低数量[程度]generic[dʒəˈnerɪk]adj.一般的；类的，属性的conscious[ˈkɒnʃəs]adj.有意识的，神志清醒的；感觉到的；意识到的frill[frɪl]n.褶边；装饰patronage[ˈpeɪtrənɪdʒ]n.光顾；资助，赞助guarantee[ˌɡærənˈtiː]n.保证，担保；保证人，保证书copycat[ˈkɒpikæt]n.盲目模仿者swiftly[ˈswɪftlɪ]adv.迅速地，敏捷地undercut[ˌʌndəˈkʌt]vt.廉价出售siphon[ˈsaɪfən]vi.通过虹吸管吸出或抽取low-end[ˈləʊend]adj.低档的，生产低档产品的odd[ɒd]adj.古怪的，奇数的NewWordsinstitute[ˈɪnstɪtjuːt]vt.建立，制定；开始，着手explanation[ˌekspləˈneɪʃn]n.解释，说明；辩解illusion[ɪˈluːʒn]n.错觉；幻想；假象；错误观念complimentary[ˌkɒmplɪˈmentəri]adj.赠送的，赞美的；表示敬意的，恭维的dessert[dɪˈzɜːt]n.甜点，餐后甜食entree[ˈɒntreɪ]n.<美>主菜；<法>入场权sweeten[ˈswiːtn]vt.使…变甜，把…弄香straightforward[ˌstreɪtˈfɔːwəd]adj.直截了当的，坦率的ReadingWooCommerceisthemostcustomizablee-commerceplatformforbuildingyouronlinebusiness.IfyouwanttocustomizetheproductsortorderofyourWooCommerceproductsontheproductcategoryarchivepage.Thearchiveusesthedefaultalphabeticalsorting,butyouhaveafewproductsthatyouwanttobelistedatthetopofthecategorylisting.Here'showyoucandoit.ReadingProductSortingOptionsWooCommerceofferstheabilitytocustomizethesortingorderofproductswithafewsettingschanges.Goto“Appearance>Customize”inyourWordPressadmin.OncetheCustomizeropens,goto“WooCommerce>ProductCatalogue”.Thisiswhereyouwillfindyouroptionsforsortingproducts.EnsurethatDefaultProductSortingissetto“Defaultsorting(customordering+name)”.Publishthenewsettingsandthengotoeditanindividualproduct.ReadingCustomSortingAllcustomsortingisappliedagainstallitemsandnotagainstseparatecategories.Keepthisinmindifyouhaveapagethatdisplaysallproducts.Forthisparticularproject,theproductpageswereseparatedbycategory,sothesortingoptionsdidn'tneedtobeasdetailedasothersmayneed.ReadingFromtheProductsadminpanel,youcanselectSortingandthendraganddropyourproductsinthespecificorderthatyou'dlike.YoucanalsoordertheproductsintheQuickEditmenubychangingthe“Order”value.Allitemsdefaulttothevaluezero.Thecustomorderdisplaysthelowernumbersfirst(SeeFigure5.3).Youcanalsoedittheordervalueinthe“ProductData>Advanced”tabontheproducteditpage.ReadingMoveSpecificProductstotheTopIfyouwanttocustomsorteachandeveryproduct,youmaydoso.Ifyousimplywanttomoveafewselectitemstothetopofthelist,thereisaneasywaytodothat.ReadingEnteranegativenumberinthe“Order”fieldoftheproduct.Byusinganegativenumber,theitemwillhavealowervaluethanthedefault“0”andthereforewillshowabovethoseitems.IfyouwanttolumpagroupofproductstogetherandhaveWooCommercesortthemalphabetically,justusethesame“order”value.Tosumup,WooCommerceisapowerfule-commercesolutionforWordPressandprovideslotsofwaystocustomizeyouronlinestore.TranslationWooCommerceisthemostcustomizablee-commerceplatformforbuildingyouronlinebusiness.WooCommerce是构建在线业务的最具可定制性的电子商务平台。如果您想自定义WooCommerce产品在产品分类存档页面上的排序方式。存档使用默认的字母排序，但如果您有几款产品希望它们出现在分类列表的顶部，以下是实现方法。IfyouwanttocustomizetheproductsortorderofyourWooCommerceproductsontheproductcategoryarchivepage.Thearchiveusesthedefaultalphabeticalsorting,butyouhaveafewproductsthatyouwanttobelistedatthetopofthecategorylisting.Here'showyoucandoit.TranslationProductSortingOptionsWooCommerceofferstheabilitytocustomizethesortingorderofproductswithafewsettingschanges.产品排序选项WooCommerce提供了通过一些设置更改来自定义产品排序顺序的功能。在您的WordPress后台中前往“外观>自定义”。自定义工具打开后，前往“WooCommerce>产品目录”。在这里可以找到产品排序的选项。确保将默认产品排序设置为“默认排序（自定义排序+名称）”。发布新设置，然后转到编辑单个产品。Goto“Appearance>Customize”inyourWordPressadmin.OncetheCustomizeropens,goto“WooCommerce>ProductCatalogue”.Thisiswhereyouwillfindyouroptionsforsortingproducts.EnsurethatDefaultProductSortingissetto“Defaultsorting(customordering+name)”.Publishthenewsettin