1、Amazon Platform(B2C)跨境电商实用英语 Chapter 4Unit 2 Introduction to Cross-border E-commerce Platforms跨境电商系列教材Acquire basic knowledge about Amazon platform(B2C)1Know the new business models of Amazon platform(B2C)2Know how to sell items on Amazon platform(B2C)3Learn words and expressions concerning talking
2、about Amazon platform(B2C)4Unit GoalsAfter studying this chapter,you are expected to：PART ONEWarming-upPART 1Warming-upWork in group.Look at what the following people say or do and express your own opinions with your group members.Try to relate to your personal experience.A.Men Changhui,a senior ana
3、lyst at Beijing-based Internet technology firm said,“Globally,Amazon has made remarkable moves in smart hardware,cloud computing and artificial intelligence.”In China,the move shows that Amazon is seeking opportunities from the artificial intelligence-based industry chain.PART 1Warming-upB.Jeff Bezo
4、s(founder and CEO,Amazon)believes that technology is crucial in making the company achieve its goal in the minds of consumers of being the“Earths most customer-centric company.”PART TWOPassage ReadingPART 2Passage Reading A Inc(AMZN),considered being a typical B2C e-commerce company,profits from sel
5、ling books and consumer electronics online at reasonable prices.However,this is just part of the story.Different from its domestic peers as D and JD.com,there runs such blood of novelty beneath its plain B2C business model that every single move made has brought profound influence into our current l
6、ife and even future.AMZN only has currently woven into every fabric of American day-to-day life,either the accessibility to daily necessities as milk,cereal,mower or sofa so on so forth via A or eBooks,magazine and textbooks reading over Kindle,or songs downloaded from Amazon Mp3 Music Store,or movi
7、e viewing available in video-on-demand services of Amazon Prime Video.It even opens opportunities to accumulate your start-up capital by investing in its shares(which is likely to triple if done in the end of year 2008),to work in its Seattle headquarter and to do business in its Marketplace as well
8、 as to set up your own internet company by purchasing its EC2 service.How does AMZN evolve from a simple online bookstore into a world-class corporation matched by old-age industrious tycoons?The secret lies in its relentless exploration into new business models on the basis of its technological inn
9、ovation.To Unveil the Hidden Secrets of Amazons B2C Business ModelSubscribed Shopping in B2C Model The program Subscribe&Save of Amazon refers to the automatic subscription service specialized in household items,the one similar to the existing magazine and newspaper equivalents,shipping goods as pac
10、kaged foods,toiletry as well as health care and baby products to consumers regularly.Users may feel free to start the subscription by selecting the most frequent purchases and set the delivery frequency.On doing so,the preferential terms are unlocked as the discount up to 15%,order processing and sh
11、ipping priorities as well as chances to change or cancel the order anytime and price protection so on so forth.Seemingly normal though,these have become a big magnet,basing them on Amazon,one of the largest B2C platforms.For Amazon itself,Subscribe&Save program manages to reduce the inventory cost a
12、nd simultaneously improve the user viscosity,in spite of shrunk price and diminished sales revenue.It deserves attention that this very program is just one small portion among other attempts in its B2C field,whose emphasis laid on digital field.1PART 2Passage ReadingDigital Music Store For many,iTun
13、es has long been a household name,yet Amazon MP3 has actually made its debut as early as the year 2007.The online music store of Amazon boasts its largest selling point in no DRM(digital rights management)technology involved in millions of songs for sale.Thus gradually,it has grown on music lovers d
14、ay by day over years.In addition,digital records here exceed its Apple counterparts for the compatibility to almost any media player while the latter sticking to its own format.In view of price,it also has the inside track with iTunes fixed prices of$0.99 and$9.99 for respectively each song and albu
15、m being considered,whose low price strategy proved to be a crucial factor to allure users.PART 2Passage Reading2Streaming Media Excel not merely in digital music sales,Amazon,has also stepped into streaming media service.AMZN launched Amazon VOD(stream media on demand server)relying on its massive v
16、ideo clip sources.In reality,it has developed IMD into one of the largest-scale video databases gaining favor of most viewers after the purchase in 1998.PART 2Passage Reading3Palm-top Bookstore The end of 2007 witnessed Amazons official announcement of the revolutionary electric paper book reader-Ki
17、ndle.Nevertheless,it is not until the release of Kindle II that this product finally reaped its real market impact in early 2009.At present,nearly 2 million choose to use Kindle readers,and statistically,the amount of books bought soars 2.7 times per person after buying a Kindle.Not only do Kindle s
18、eries facilitate the book-buying and reading experience,but make possible such refreshing types as multi-media books or ones with more timeliness.And it is Kindle that propels individuals to read more and enormously levels up the values of industry chain.Currently,Amazon serves as the game changer i
19、n traditional publishing sector by introducing a 70%sale share for writers and publisher with regards to digital books priced below 9.99 US dollars in the second half of year 2010,which is definitely a blessing to freelancers.PART 2Passage Reading04New Force in Internet Advertising Of all the Amazon
20、s new business models,there is a good chance of success in Internet advertising.And it still has certain win rate even competing against the giant Google,for its unique strengths in comparison with other main players as Yahoo or Microsoft.Admittedly,Amazons B2C business enables the conversion from i
21、ts advertisement display and clicking directly into sales and thereby these very sale records have brought the company colossal behavioral data on users consumption over the years.Thanks to its mature non-advertising operation model,it enjoys merits in advertising pricing based on the diverse revenu
22、e.Additionally,as a low-margin-oriented online retailer,it has more likelihood to tide over the pressure from capital market compared with other high-tech firms,in virtue of its low-cost-high-efficiency operation in the long run.This day and age,Amazon has vividly represented us its huge business mo
23、del matrix cored on B2C,within which models support and complement each other,winning itself unbeatable weapons in business fights during the next decade.5PART 2Passage ReadingNew Wordsnovelty nvlti n.1New Wordoriginality by virtue of being new and surprising 创新，新颖e.g.)Challenge and novelty are key
24、elements of happiness.挑战和新颖是快乐的关键元素。)In the contemporary western world,rapidly changing styles cater to a desire for novelty and individualism.在当代西方社会，快速变化的时尚迎合了人们追求新奇和个性的需求。返回profound prfand adj.01New Word2very great;felt or experienced very strongly深刻的，严重的，意义深远的e.g.)This is a book full of profound
25、,original and challenging insights.这本书充满了深刻、新颖、令人深思的见解。)Color has a profound influence on our senses and moods.颜色会极大地影响我们的感官和情绪。返回Accumulate kju:mjlet v.New Word3to gradually get more and more of sth over a period of time积累，增加e.g.)Work hard,and you will accumulate a fortune someday.如果你努力工作,总有一天会积累起一
26、笔财富的。)The key to sustainable development in China is to exploit and accumulate human capital.中国要实现可持续发展，最根本的问题是要大量开发和积累人力资本。返回tycoon taku:n n.New Word4 a very wealthy or powerful businessman 企业界的大亨e.g.)The tycoon is on the verge of bankruptcy.那名大亨濒临破产的边缘。)He is a business tycoon.他是一位实业界巨子。返回Relentle
27、ss rlentls adj.5New Wordnot stopping or getting less strong不间断的e.g.)Relentless in his pursuit of quality,his technical ability was remarkable.对质量孜孜不倦的追求使他的技能出类拔萃。)I will pursue my aims with relentless determination.我将以不屈不挠的毅力去追求我的目标。返回subscribe sbskrab v.01New Word6offer to buy,as of stocks and shar
28、es 订阅，订购e.g.)If you subscribe to the newspaper,itll be delivered to your door.如果你订阅报纸,它会直接给你送到门上的。)Employees subscribed for far more shares than were available.员工申请认购的股份远远超出实际可认购的额度。返回toiletry tltr n.New Word7artifacts used in making your toilet(washing and taking care of your body)化妆用品，盥洗用具e.g.)Kee
29、ping a toiletry kit permanently in a piece of luggage is a smart idea.始终在行李中准备一套盥洗用品是个好主意。)This new technology is widely applied in toiletry field.这项新技术被广泛应用于化妆品行业。返回preferential prefrenl adj.New Word8manifesting partiality 优惠的e.g.)I will give you a special preferential price offer.我将给你们一个特别优惠报价。)Le
30、ts develop the market together with a preferential price and good after-sales service.让我们以优惠的价格和良好的售后服务共同开发市场。返回magnet mgnt n.9New Worda characteristic that provides pleasure and attracts 有吸引力的人或物e.g.)In the 1990s the area became a magnet for new investment.这个地区在20世纪90年代成了新的投资热点。)Buckingham Palace i
31、s a great magnet for tourists.白金汉宫对旅游者来说是个有巨大吸引力的地方。返回simultaneously smltensl adv.01New Word10at the same instant 同时地e.g.)The Windows allows a computer user to execute multiple programs simultaneously.Windows操作系统允许计算机用户同时运行多个程序。)The radar beam can track a number of targets almost simultaneously.雷达波几
32、乎可以同时追着多个目标。返回debut debju:adv.New Word11the act of beginning something new 首次登场，初次露面 e.g.)They looked forward to the debut of their new product line.他们期待着他们的新生产线能早日开工。)She makes her professional stage debut in Swan Lake.她首次在职业舞台上亮相是出演天鹅湖。返回allure l(r)v.New Word12dispose or incline or entice to 诱惑，吸引
33、e.g.)In order to allure more customers,we decorated the store again.为了吸引更多的顾客,我们又一次装修了店铺。)The beautiful beaches of Hawaii allure many tourists from the mainland of the United States.夏威夷美丽的海滨吸引了许多从美国本土来的游客。返回reap ri:p v.13New Wordget or derive 收获，获得e.g.)The company is only just starting to reap the r
34、ewards of long-term investments.这家公司才刚刚开始收获长期投资的回报。)Our firm is likely to reap a big profit this year.今年我们公司很可能获得巨额利润。返回propel prpel v.01New Word14give an incentive for action 驱使，推进e.g.)We will propel economic development to a new level.我们要推动经济发展再上新台阶。)We must develop industries with local advantage
35、s and propel the development of key areas.我们必须积极发展有特色的优势产业，推进重点地带开发。返回colossal klsl adj.New Word15extremely large 巨大的e.g.)Even by modern standards,the 46,000 ton Titanic was a colossal ship.即使按照现代的标准看,那46,000吨的泰坦斯尼克号也是一艘巨轮。)Most of their colossal profits are reinvested.他们的大额利润主要都进行了再投资。返回Proper Name
36、sProper NamesEC2:亚马逊弹性计算云（EC2，Elastic Compute Cloud）是一个让使用者可以租用云端电脑运行所需应用的系统。VOD:亚马逊视频点播（Amazon Video On Demand）是A在美国所提供的互联网视频点播服务。IIMD:互联网电影资料库（Internet Movie Database，简称IMDb）是一个关于电影演员、电影、电视节目、电视明星和电影制作的在线数据库。Phrases&Expressionsprofit from 得益于01P&Ee.g.)He hoped to profit from his investments.他希望从投资
37、中获利。)Surely well profit from your work.我们肯定会从你的工作中得到益处。Phrases&Expressions01P&E02specialize in 专攻，精通e.g.)The team today consists of over 200 employees that specialize in technology,design,operations and marketing,among other areas.目前这个部门由200名员工和技术骨干组成，包括设计、运营、销售以及其他领域员工。)Many students specialize in
38、engineering.许多学生专攻工程学。Phrases&ExpressionsP&E03in spite of 尽管，不管e.g.)In spite of her good salary,she measured out every dollar needed for household expenses.她的工资尽管不错，但在家务开支上每一块钱她也要算一算。)In spite of the recession,profits have galloped ahead.尽管还处于萧条期，利润却迅猛增长。Phrases&ExpressionsTask 1 Work in pairs.Read
39、the passage and answer the following questions.1What strategy does iTunes use to allure users?2When was Kindle II released?3What is the unique strength of Amazon when competing with Yahoo and Microsoft?Task 2 1.Dalian is a _ for tourists.2.The singer earns a _ amount of money.3.The self-made _ was b
40、ragging about the secret of his success.4.Im _ in the pursuit of my goals.5.Jennifer wasnt yet totally convinced that shed _ a more relaxed lifestyle.6.For babies and toddlers on all routes,the airline company provides a _ kit with wet wipes,cream,bib,teething ring and tissue pack.7.As a man sows,so
41、 he shall _.8.Color printing is moving rapidly from being a _ to being the required method of output.Complete the following sentences with the words or phrases in the box.Change the form if necessary.magnet colossaltycoonrelentlessprofit fromtoiletryreapnoveltyTask 3 1你现在所学的和所做的对你一生都将会有很深远的影响。(profo
42、und)_2.橱窗陈列品吸引顾客购买货物。(allure)_3.在北京首映之后，这场壮观的表演将到上海和广州巡回演出。(debut)_4.大学毕业生应精通某个与专业相关的领域。(specialize in)_5.他立志要在而立之年以前攒够100万美元。(accumulate)_ 6.晚上9点半之前任何时间你都可以给我打电话。(feel free to)_Translate the following sentences into English,using the expressions in brackets.What you learn and do now will have a pro
43、found impact on the rest of your life.The window displays allure customers to buy goods.After its Beijing debut,the spectacular performance will tour to Shanghai and Guangzhou.College graduates must specialize in some area related to their majors.It was his ambition to accumulate a million dollars b
44、efore he turned thirty.Please feel free to call me any time up until half past nine at night.PART THEREMini-Project1.Computer mouse A.Tim Paterson2.Camera B.Douglas Engelbart3.86-DOS C.Tim 5.Berners-Lee4.HTML D.Larry Page and Sergey Brin5.Google E.Louis J.M.Daguerre6.Internet F.J.C.R.LickliderPART 3Mini-Project Match the items on the left column with their inventors on the right column.THANKYOU跨境电商系列教材Unit 2 Introduction to Cross-border E-commerce Platforms
