Cross-border E-commerce: Theory and Practices 境外电商理论和实操 (MKT501)

As global trade increasingly shifts to digital platforms, cross-border e-commerce has become an important channel for traditional enterprises to enter international markets. This course integrates both theory and practical knowledge, providing a comprehensive discussion on successfully conducting cross-border e-commerce. MKT501 is designed for Chinese entrepreneurs, sales personnel, and marketing professionals who wish to expand their international e-commerce business. Core topics include cross-border e-commerce in the digital economy, foundational theories of cross-border e-commerce growth, and the various business models used in this field. Students will learn about ecosystem building technologies, as well as the marketing strategies and user behaviour analysis needed to succeed in global markets. Additionally, the course covers finance, logistics, regulatory policies, and the key success factors that drive the growth of cross-border e-commerce. 随着全球贸易日益向数字平台转移，跨境电商已成为传统企业进入国际市场的重要途径。本课程融合了理论与实操，为成功开展跨境电商提供全面的论述与讲解。MKT501为希望拓展国际电子商务业务的中国企业家, 销售以及营销人才设计, 核心主题包括数字经济中的跨境电商、跨境电商增长的基础理论，以及该领域中使用的各种商业模式。学生将学习生态系统和平台构建技术，以及在全球市场取得成功所需的营销策略和用户行为分析。此外，课程还涵盖了财务、物流、监管政策以及推动跨境电商企业增长的成功要素。

• Digital Economy and Cross-border E-commerce 数字经济与跨境电商
• Business Models of Cross-border E-commerce 跨境电商的商业模式
• Market Research and Product Selection 市场调研与产品选择
• Marketing Strategies and Customer Service 营销策略与客户服务
• Cross-border Finance and Payments 跨境金融与支付
• Policies, Regulations, and Compliance 政策、法规与合规
• Cross-border Logistics and Supply Chain Management 跨境物流与供应链管理
• Cross-border E-commerce Platform Selection and Operations 跨境电商平台选择与运营
• Cross-cultural Communication and Management of International Customer 跨文化沟通与国际客户管理
• Data Analysis and User Behaviour Insights in Cross-border E-commerce 跨境电商中的数据分析与用户行为洞察
• Technology-driven Innovation in Cross-border E-commerce 技术驱动的跨境电商创新与趋势
• Risk Management and Intellectual Property Protection 风险管理与知识产权保护

• Evaluate the characteristics of e-commerce in the new economy 评估电子商务在新经济的特征
• Design market research to understand global consumer behaviour 设计市场调研，理解全球消费者行为
• Prepare for the complexities of cross-border finance and regulation. 预判跨境金融和监管的复杂性。
• Choose suitable products for cross-border e-commerce, ensuring competitive positioning in various regions. 选择适合跨境电子商务的产品，确保在各个全球地区具有竞争力的定位。
• Design and formulate effective marketing strategies, utilize digital tools to attract customers, build brand loyalty, and enhance customer service in multicultural contexts across different international markets. 设计并制定有效的营销策略，针对不同国际市场，利用数字工具吸引客户，建立品牌忠诚度，并在多元文化中提升客户服务。
• Organise cross-border financial transactions, including handling currency exchanges and international payment systems, while navigating the complexities of global trade regulations to ensure legal compliance across multiple regions. 组织跨境金融交易，包括处理货币兑换和国际支付系统，应对全球贸易法规的复杂性，以确保在多个地区的法律合规。