跨境電子商務(wù)英語(yǔ) Unit 7 課件

跨境電子商務(wù)英語(yǔ)Unit7

Cross-BorderE-CommerceMarketingActivities

UnitObjectives:LearnaboutthepromotionandmarketingstrategiesofCBEC.

LearntheconceptsofSEOandSEM.

LearnhowtobuildabrandwhiledoingCBECtransactions.Unit7Cross-BorderE-CommerceMarketingActivities1SEOandSEM23CONTENTS目錄BrandBuildingPromotionandMarketing1PromotionandMarketing1.Learntheimportantholidaysinthewesterncountries,whicharealsosalesdays.Giveashortintroductionabouttheseshoppingholidays.Warming-upPart1Promotion

andMarketing(1)Valentine’sDay(6)AmazonPrimeDay(2)Easter(7)Halloween(3)Mother’sDay(8)BlackFriday(4)Father’sDay(9)Christmas(5)Children’sDay(10)NewYear’sEve(1)Valentine’sDayValentine’sDay,alsocalledSaintValentine’sDay,iscelebratedannuallyonFebruary14.Valentine’sDayisrecognizedasasignificantcultural,religious,andcommercialcelebrationofromanceandromanticloveinmanyregionsaroundtheworld.(2)EasterEaster,alsocalledResurrectionSunday,isafestivalandholidaycommemoratingtheresurrectionofJesusfromthedead,describedintheNewTestamentashavingoccurredonthethirddayafterhisburialfollowinghiscrucifixionbytheRomans.(3)Mother’sDayMother’sDayisacelebrationhonoringthemotherofthefamily,aswellasmotherhood,maternalbonds,andtheinfluenceofmothersinsociety.Itiscelebratedonvariousdaysinmanypartsoftheworld,mostcommonlyinthemonthsofMarchorMay.Part1Promotion

andMarketing(4)Father’sDayFather’sDayisacelebrationhonoringfathersandcelebratingfatherhood,paternalbondsandtheinfluenceoffathersinsociety.ManycountriesinEuropeandtheAmericashaveadoptedtheU.S.date,whichisthethirdSundayofJune.(5)Children’sDayChildren’sDayisacommemorativedatecelebratedannuallyinhonorofchildren,whoseactualdayvariesbycountry.In1925,InternationalChildren’sDaywasfirstproblemproclaimedinGenevaduringtheWorldConferenceonChildWelfare,andsincetheniscelebratedon1Juneinmostcountries.(6)AmazonPrimeDayAmazonPrimeDayfallsonJuly15thofeveryyear,whichisthedateinwhichitwaslaunchedonlinein1995.Amazoncelebratesthisspecialdaybyofferingspecialdeals,andmoredealsthanBlackFriday,toitsprimemembers.Part1Promotion

andMarketing(7)HalloweenHalloweenorHallowe’en(acontractionofHallows’EvenorHallows’Evening),alsoknownasAllHalloween,AllHallows’Eve,orAllSaints’Eve,isacelebrationobservedinseveralcountrieson31October,theeveoftheWesternChristianfeastofAllHallows’Day.(8)BlackFridayBlackFridayisaninformalnamefortheFridayfollowingThanksgivingDayintheUnitedStates,whichiscelebratedonthefourthThursdayofNovember.ThedayafterThanksgivinghasbeenregardedasthebeginningofUnitedStates’Christmasshoppingseasonsince1952,althoughtheterm“BlackFriday”didnotbecomewidelyuseduntilmorerecentdecades.Part1Promotion

andMarketing(9)ChristmasChristmasisanannualfestivalcommemoratingthebirthofJesusChrist,observedprimarilyonDecember25asareligiousandculturalcelebrationamongbillionsofpeoplearoundtheworld.(10)NewYear’sEveNewYear’sEve,thelastdayoftheyear,ison31December.Inmanycountries,NewYear’sEveiscelebratedateveningsocialgatherings,wheremanypeopledance,eat,drink,andwatchorlightfireworks.Part1Promotion

andMarketingWarming-up2.GroupDiscussion.Workingroupsanddiscusswithyoupartner(s)regardingonhowtoefficientlypromoteacellphonecaseon.Part1Promotion

andMarketingListeningListentothesentencesofmarketingandpromotionofCBEC,trytofillintheblanks.Part1Promotion

andMarketing（1）Marketingisthebridgebetweentheproductandthecustomer.AmarketerusesthefourPs—________,_____,

,and

—tocommunicatewiththeconsumer.Themarketermustchoosewhichisthebestformofpromotionfor

,soheorshewilldevelopamarketingplan.(3)Oncetheplanhasbeendeveloped,abudgetissetforthe

.

(4)

iswhenabusinessdecideswhichformsofcommunicationitwantstouseintheirmarketingplan.(5)Researchisdonethatdetails____________,segmentation,andbudget.productpriceplacepromotionthetargetaudiencepromotionalcampaignPromotionmarketresearchPart1Promotion

andMarketingSpeakingAandBareclassmates.Theyarediscussingaboutthepromotionalactivitiesofplatform-insideofCBEC.Pleasetrytoroleplaythefollowingdialogue,especiallypayattentiontotheunderlinedparts.Part1Promotion

andMarketingTips:Atanytime,weshouldbeknowledgeableaboutwhatwedo,trytolearnmoreandbeinnovativeduringlearningandworking.KEYWORDSANDEXPRESSIONS1salespromotions銷售促銷Saleshelpthemconvertbetter.促銷讓商品更好轉(zhuǎn)化buy-one-get-the-second-50%-off第二件半價(jià)Pre-salesectionforNewArrivals新品預(yù)售inbrickandmortarstores在實(shí)體店dividestheirsalesectionbydiscount按折扣化區(qū)expirewithin24hours24小時(shí)內(nèi)失效afearofmissingout(FOMO)害怕錯(cuò)過(guò)CountdownCart倒計(jì)時(shí)購(gòu)物車freeshipping包郵buy-one-get-one(BOGO)freedeal買一送一Part1Promotion

andMarketing優(yōu)惠券具有即時(shí)性和靈活操作的特點(diǎn)，幾乎是所有店鋪的標(biāo)配營(yíng)銷工具。不妨回想一下，為什么節(jié)日大促的營(yíng)銷活動(dòng)和優(yōu)惠券使用率要高于平時(shí)？除了流量集中、優(yōu)惠額度大的因素外，很大原因來(lái)自于預(yù)熱期“限量”、“限時(shí)”的宣傳效應(yīng)。討論：優(yōu)惠券為什么要“限量”、“限時(shí)”？Part1Promotion

andMarketingReadingReadthepassagewiththesequestionsinyourmind:WhatisSocialNetworkingService?Howdoessocialnetworkingwork?Whatarethebenefitsofsocialnetworkingforbusiness?Part1Promotion

andMarketingTips:Weshouldalways“stayhungry,stayfoolish”whenwelearnorworkandcanacceptcriticismandkeepimproving.connect/k??nekt/v.連接engage/?n?ge?d?/v.吸引recognition/?rek?ɡ?n??n/n.識(shí)別度loyalty/?l???lti/n.忠誠(chéng)度accessible/?k?ses?bl/adj.易接近的recognizable/?rek?ɡna?z?bl/adj.易于識(shí)別的frequent/?fri?kw(?)nt/adj.頻繁的retain/r??te?n/v.保留，維持conversion/k?n?v???n/n.轉(zhuǎn)化interaction/??nt?r??k?n/n.互動(dòng)complement/?k?mpl?m(?)nt/v.補(bǔ)充authority/???θ?r?ti/n.權(quán)威legitimate/l??d??t?m?t/adj.合法的credible/?kred?bl/adj.可靠的trustworthy/?tr?stw??ei/adj.可信賴的demonstrate/?dem?nstre?t/v.展示immediately/??mi?di?tli/adv.立即spread/spred/v.傳播virtual/?v??t?u?l/adj.虛擬的WordsandExpressions：Part1Promotion

andMarketing

Facebook,Twitter,LinkedIn,YouTube,andInstagramPart1Promotion

andMarketingMarketersusesocialnetworkingforincreasingbrandrecognitionandencouragingbrandloyalty.營(yíng)銷人員使用社交網(wǎng)絡(luò)來(lái)提高品牌認(rèn)知度和鼓勵(lì)品牌忠誠(chéng)度。Marketersusesocialnetworkingserviceforimprovingconversionrates.營(yíng)銷人員使用社交網(wǎng)絡(luò)服務(wù)來(lái)提高轉(zhuǎn)化率。Socialnetworkingcanhelpestablishabrandaslegitimate,credible,andtrustworthy.社交網(wǎng)絡(luò)可以幫助建立一個(gè)合法、可信、值得信賴的品牌。Exercises：(1)Fillintheblankstocompletethetranslationofthefollowingsentences.①網(wǎng)店可以在上面提到的網(wǎng)站中成立一個(gè)虛擬社區(qū)。Onlinestorecanforma__________________atoneoftheforumsitesabove.②2019年，最受歡迎的社交網(wǎng)絡(luò)是臉書。Themostpopular________________of2019isFacebook.③平臺(tái)有個(gè)電子商務(wù)標(biāo)簽，可以查看交易、盈利和轉(zhuǎn)化率的數(shù)據(jù)。ThereisanE-commercetabontheplatformthatgivesyoutransactions,revenue,and______________data.virtualcommunitysocialnetworkingconversionratePart1Promotion

andMarketingExercises：(1)Fillintheblankstocompletethetranslationofthefollowingsentences.④營(yíng)銷人員利用社交網(wǎng)絡(luò)來(lái)提高品牌認(rèn)知度和鼓勵(lì)品牌忠誠(chéng)度。Marketersusesocialnetworkingforincreasing_______________andencouraging_________________.⑤對(duì)跨境電子商務(wù)企業(yè)而言，建立可信賴的品牌至關(guān)重要。Forcross-bordere-commercecompanies,building________________iscrucial.brandrecognitionbrandloyaltytrustworthybrandPart1Promotion

andMarketingExercises：(2)Discussandanswerthefollowingquestions.①WhatisSNS?______________________________________________________________________________________________________________________________________②Howmanysocialnetworkssitesarementionedinthetext?Andwhatarethey?__________________________________________________________________Facebook,Twitter,LinkedIn,YouTube,andInstagram.③Howcanmarketersusesocialnetworkingtoincreasebrandrecognitionandencouragebrandloyalty?______________________________________________________________________________________________________________________________________Itmakesacompanymoreaccessibletonewcustomersandmorerecognizableforexistingcustomers,socialnetworkinghelpspromoteabrand’svoiceandcontent.SNSisshortenforsocialnetworkingservice.ItistheuseofInternet-basedsocialmediasitestostayconnectedwithfriends,family,colleagues,customers,orclients.Part1Promotion

andMarketingExercises：(2)Discussandanswerthefollowingquestions.④WhatarethebenefitsofSocialNetworkingforbusiness?____________________________________________________________________________________________________________________________________________________Improvingconversionrates;maycomplementthecompany’sofferingsandencourageotherstobuytheproductsorservices;establishabrandaslegitimate,credible,andtrustworthy,etc.⑤WhatarethedisadvantagesofSocialNetworkinginMarketing?____________________________________________________________________________________________________________________________________________Criticismofabrandcanspreadveryquicklyonsocialmedia.Thiscancreateavirtualheadache.Part1Promotion

andMarketingExercises：(3)CaseStudy.Whatwell-knownsocialmediaplatformsdoyouknow?Pleaseselectanyplatformfordetailedfeatureanalysis,includingcharacteristics,population,userusage,etc.,andselectoneortwoproductmarketingcasesonthesocialplatformforanalysis,pointingouttheiradvantagesanddisadvantages.Part1Promotion

andMarketing(3)CaseStudy.FacebookoffersacompellingenvironmentfromwhichtohostapromotionorgiveawayonyourBusinessPage.YoucanuseyourPageasastartingpointwithalinktoyourwebsiteforpromotionentrydetailsorhavetheentirepromotioncontainedwithintheFacebookcommunity.Forexample,toenticesales,Shutterflycameupwithapromotiontoofferafreepersonalizedceramicmug.Andtheaudiencetheychosetotarget?Mumswithkidsathome.Nowthat’saprettyspecificniche.ButusingFacebook’sOfferClaimsfeature,Shutterflycouldreachouttotheirtargetaudienceanddistributeaunique,single-useoffercodetoeachpersonwhoclickeditsad.Exercises：Part1Promotion

andMarketing2SEOandSEM1.WritedowntheChinesenamesofthefollowingsearchengines,andusetheexamplebelowtogiveashortintroductiontoeachofthem.Warming-upPart2SEOandSEMExample:Baidu:Foundedbackin2000,Baiduisaworld-famousChinesesearchengine.Withthisweb-basedsearchengine,youwillbeabletogetresultsofdifferentqueriesintheformoftext,images,audiofiles,andwebsites.(1)Google:AsweallknowverywellthatGoogleSearchEngineisthemostwidelyusedsearchengineintheworldrightnow,soobviouslythefirstsearchenginethatmakestoourlistoftopinternetsearchenginesisGoogle.Morethan70%ofsearchenginetrafficisbeingmanagedbyGoogle.(2)Bing:

BingwebsearchengineisdevelopedbyMicrosoftandwaslaunchedbackin2009.DevelopersworkconstantlyinordertoprovidethebestupdatesforimproveduserexperienceintheBingsearchengine.BingwasdevelopedtocompetewithGooglebutthesearchenginefailedtogettheattentionthatitdeservedasGoogleisrulingthesearchenginehubforyears.(3)MSN:MSNisawebportalandrelatedcollectionofInternetservicesandappsforWindowsandmobiledevices,providedbyMicrosoftandlaunchedonAugust24,1995,thesamereleasedateasWindows95.TheMicrosoftNetworkwasinitiallyasubscription-baseddial-uponlineservicethatlaterbecameanInternetserviceprovidernamedMSNDial-up.(4)Yahoo:Yahoo(YAHOO!)isthethirdpopularsearchenginethatmakesourlistofward’stop20engines2020.YahooSearch–WebSearchisoneoftheoldestsearchenginesinthehistoryofsearchengines.ThesearchenginegiantYahoowasfoundedbyJerryYangandDavidFiloinJanuary1994as“JerryandDavid’sguidetotheWorldWideWeb”.(5)AOL:AOLwasstartedin1983andwasknownasControlVideoCorporationatthattime.In1991itsnamewaschangedtoAmericanOnlineandin2009itwasrenamedasAOLInc.ThecompanyislocatedinNewYorkandprovidesserviceslikeAOLPlatformandAOLadvertising.(6)A:Awasfoundedin1995andisbasedonaquestion/answerplatform.Youcanaskanyquestionorbrowsethousandsofquestionsthatarealreadyavailableonthewebsiteandgetanswerstoyourqueries.Part2SEOandSEMWarming-up2.GroupDiscussion.Workingroupsanddiscusswithyoupartner(s)regardingon,howtodoSearchEngineMarketingonGoogleandtrytolisttheSEOstrategiesasmanyasyourcan.Part2SEOandSEMListeningListentothefollowingsentencesandfillintheblanks.Part2SEOandSEM(1)SEOstandsfor_____________optimization.searchengine(2)SEOisthepracticeofincreasingboththequalityandquantityofwebsitetraffic,aswellasexposuretoyourbrand,through_________(alsoknownas“organic”)searchengineresults.non-paid(3)Ifknowing_______________isonesideoftheSEOcoin,deliveringitinawaythatsearchenginecrawlercanfindandunderstandistheother.audience’sintent(4)Searchenginesare

_______________.Theyscourbillionsofpiecesofcontentandevaluatethousandsoffactorstodeterminewhichcontentismostlikelytoansweryourquery.answermachines(5)Searchengineshavethreeprimaryfunctions:crawl,

indexand

________.rankPart2SEOandSEMSpeaking

LucyandCindyareclassmates.Theyaresharingtheideasaboutresearchonthesearchengineoptimization(SEO)strategiesinthecross-bordere-commercepracticeclass.Completethefollowingdialoguewiththesentencesorexpressionsinthebox.Part2SEOandSEMTips:Weshouldalwaysmaintaintheawarenessofinnovationandentrepreneurship.KEYWORDSANDEXPRESSIONS1traffic

流量amuchbroaderscopeofconsiderations更廣泛的思考websitedesignandmarketingexperts網(wǎng)站設(shè)計(jì)和營(yíng)銷專家intheblinkofaneye眨眼間monitoringandtracking監(jiān)控和跟蹤GoogleAnalytics谷歌分析，一種大數(shù)據(jù)分析工具demographics人口統(tǒng)計(jì)資料improvesocialmediaengagement提高社交媒體參與度metatags原標(biāo)記：搜索引擎優(yōu)化(SEO)專業(yè)術(shù)語(yǔ)boost促進(jìn)simplenavigationreignsandqualitycontentisking簡(jiǎn)單的導(dǎo)航占主導(dǎo)地位，高質(zhì)量的內(nèi)容才是王道Part2SEOandSEMPart2SEOandSEMA.drivingmoretraffictoyoursiteandpotentiallymorebusinessB.websitedesignandmarketingexpertsC.socialmediaengagementandaddingmetatagsD.HaveyoudonetheresearchonSEOstrategyE.monitoringandtrackingF.simplenavigationreignsandqualitycontentiskingG.involvesamuchbroaderscopeofconsiderationsH.intheblinkofaneyeLucy:Hi,Cindy!(1)________________________________?Let’stalkaboutit.Cindy:Hi,Lucy!Yes,ofcourse.Asweknow,SEOisacollectionoftoolsandbestpracticesthathelpyourwebsiterankhigherinsearchengineresults,thereby(2)________________________________________________________.Lucy:That’sright.althoughSEOonceinvolvedaddingkeywordstoyoursiteforsearchenginestofind,SEOin2019isfarmorecomplexand(3)___________________________________.Cindy:Exactly,NowadaysSEOisafull-timejobforsmallbusinessesandmanyareturningto(4)______________________________forsupport.Lucy:Youknow,asusers’behaviorsandsearchengines’capabilitiesdevelopovertime,standardscomeandgo(5)___________________.D.HaveyoudonetheresearchonSEOstrategydrivingmoretraffictoyoursiteandpotentiallymorebusinessG.involvesamuchbroaderscopeofconsiderationsB.websitedesignandmarketingexperts

H.intheblinkofaneyeA.Part2SEOandSEMCindy:So,whenitcomestoSEO,youreallycan’t“setitandforgetit.”Youneedtobe(6)______________________howwelleverythingisworkingsoyou’realwaysonestepaheadofthecompetition.Lucy:Yes!AndGoogleAnalyticsisagoodplacetostartyourinvestigations!Intermsofdemographics,whatisyourmarketsearchingfor?Howarethecustomersperformingwebsearches?Wherearetheylocated?Themorespecificyouranswersare,themorevaluableyourinvestmentsinSEObecome.Cindy:Yes!Butdon’tforgetthatsearchenginesareexpanding.Asignificantportionofsearchestakeplaceonalternativesites,suchasMicrosoft’sBing.MakeapointtosearchforyoursiteonGooglealternativestoseewhereyourank.Justimproving(7)__________________________________mightbeallittakestoboostyouacoupleranksonBing.E.monitoringandtrackingC.socialmediaengagementandaddingmetatagsPart2SEOandSEMLucy:You’reright.And(8)___________________________________.Auser-friendlywebsite,withinterestingandeasy-to-findinformationiswhatwillboostyourtraffic.Cindy:Yes,ofcourse.Eachpageneedstobebuiltaroundkeywordthemes,withuniquecontent,sosearchenginescaneasilyindexyoursandrankyouhigher.Lucy:Wecanconcludethatyoushouldkeepthecontentnaturalandfocused;avoidjargonandkeywordstuffingtokeepusersfromleavingthesiteunhappyandhurtingitsranking.Cindy:Wehavelearntalotfromthisself-research.I’mlovingit.Lucy:Metoo.F.simplenavigationreignsandqualitycontentiskingPart2SEOandSEMReadingReadthepassagewiththesequestionsinyourmind:Whatissearchenginemarketing?HowdoesitWork?WhatisthecostofSEM?Part2SEOandSEMTips:Weshouldhaveinternationalvisionandcraftsmanshipduringwork.engine/?end??n/n.引擎count/ka?nt/v.計(jì)算premium/?pri?mi?m/adj.優(yōu)質(zhì)的spot/sp?t/n.地點(diǎn)budget/?b?d??t/n.預(yù)算affordable/??f??d?bl/adj.負(fù)擔(dān)得起的display/d??sple?/v.顯示optimal/??pt?m?l/adj.最佳的visible/?v?z?bl/adj.明顯的edge/ed?/n.優(yōu)勢(shì)competition/?k?mp??t??n/n.競(jìng)爭(zhēng)attention/??ten?n/n.注意力configure/k?n?f?ɡ?(r)/v.設(shè)置option/??p?n/n.選擇traffic/?tr?f?k/n.流量basis/?be?s?s/n.基礎(chǔ)charge/t?ɑ?d?/v.收費(fèi)amount/??ma?nt/n.數(shù)量generate/?d?en?re?t/v.形成searchengine搜索引擎WordsandExpressions：Part2SEOandSEM

Searchenginemarketing(SEMforshort)ishowyoucangetyouradsinfrontofthesefuturecustomerswhereitcounts:inpremiumspotsonthefirstpageofsearchresults.Keysentences：搜索引擎營(yíng)銷（簡(jiǎn)稱SEM）是您將廣告投放到這些未來(lái)客戶面前的重要方式：在搜索結(jié)果首頁(yè)的優(yōu)質(zhì)位置投放廣告。Whenyouradsdisplayintheseoptimal,highlyvisiblepositions,yourbusinesscanhaveanedgeoveryourcompetition.當(dāng)您的廣告展示在這些最佳、高度可見(jiàn)的位置時(shí)，您的企業(yè)就可以在競(jìng)爭(zhēng)中占據(jù)優(yōu)勢(shì)。SEMisbuyingtrafficthroughpaidsearchlistings.SEM通過(guò)付費(fèi)搜索列表購(gòu)買流量。Part2SEOandSEMExercises：Tellwhethereachofthefollowingstatementsistrue(T)orfalse(F).①______SEMisanunaffordablewaytoreachmorecustomersforsmallbusinesses.②______AdsappearatthetoporrightofsearchengineswhenyoubrowsetheInternetisonetypeofSEM.③______SEMisbuyingtrafficthroughnon-paidsearchlistings.④______CPCistheonlypayingmodeofSEM.⑤______Youarechargedonlyifsomeoneclicksonyourad,andonlyuptotheamountthatyouagreedtoforthatclick.FTFFTPart2SEOandSEMExercises：(2)Fillineachblankwiththecorrectformofthegivenword.①Youcanpayforpurchasesamonthlater,withoutanyextra________.(charge)②Allofthisisabigheadacheforthecentralgovernment,whichisaimingtokeepproperty________forthemasses.(afford)③There’sbeensomefierce___________inthefieldofCBEC.(compete)④ACBECcompanymayhaveatechnologyoraproductthatgivesitan_______,butitspeopledeterminewhetheritdevelopsthenextwinningtechnologyorproduct.(edge)⑤Toimplementthisrequirement,youshould___________properlytheidentificationandauthenticationofauseridentity.(configuration)chargeaffordablecompetitionedgeconfiguratePart2SEOandSEMTheCBECcompanywasonatightbudgetwhendevelopingitsnewproductline.(3)Translatethefollowingsentencesbyusingtheprovidedexpressions.①他的公司瀕臨破產(chǎn)。（ontheedgeof）___________________________________________________________________②這家跨境電子商務(wù)公司開發(fā)新產(chǎn)品線時(shí)預(yù)算吃緊。（onatightbudget）___________________________________________________________________③他們應(yīng)該相信團(tuán)隊(duì)可以為給定的項(xiàng)目場(chǎng)景找到最優(yōu)的解決方案。（optimalsolution）___________________________________________________________________④優(yōu)質(zhì)商品的消費(fèi)者會(huì)對(duì)商品的質(zhì)量期待更高。（premiumproducts）___________________________________________________________________⑤如果用戶尚未注冊(cè)，他們可以選擇進(jìn)行注冊(cè)或?yàn)g覽其他頁(yè)面。（havetheoptionto）___________________________________________________________________Hiscompanyisontheedgeofbankruptcy.Theyshouldtrusttheteamtofindthemostoptimalsolutioninthegivenprojectscenario.Consumersofapremiumproductswillhaveahigherexpectationofqualityontheproducts.Ifusersarenotalreadyregistered,theycanhaveanoptiontoregisterorbrowseotherpages.Part2SEOandSEM3BrandBuildingTrytodoaresearchoffollowingfamouscross-bordere-commercebrandsinChina,andfigureouthowtheybuildthebrandfromthebeginning.Warming-upPart3brandbuilding(1)Anker(5)Sailvan(2)Sheinside(6)Sunvalley(3)AUKEY(7)BESTEK(4)TOMTOP(8)AlllandnetAnker:Inthecampaignofpowerbanks,Ankergotpopularwithbyvirtueofitsexcellentproductqualityanddevelopedquickly.Itdistributedathomeandabroadquicklywithitsproductquality.ThedomesticsharedpowerbankyouseenowistheproductprovidedbyAnker.(2)SheIn:SheInisanaffordableonlineshoppingplatformwithadistincttonefocusingonwomen’sfashion.Nomatterwhatthecurrentfashiontrendis,Sissuretofollowitorevenleadit.Withallthecategorieslikewomen’sclothing,men’sclothing,kids’clothing,shoesandaccessories,andmorethan20,000stylesincludingdresses,blouses,swimwearandT-shirts.Part3brandbuilding(3)AUKEY:

ItisabigselleronAmazon,andhasachievedverygoodresults.Recently,oneelectronicproductbrackethaswonthebestdesignawardof2017chosenbyglobalmedia.(4)TOMTOP:

TOMTOPimplementstheoperationstrategyofpansupplychain,pancategoryresourceintegration.Besidesdistributionofmultibrandproducts,inordertokeepalong-termstablecompetence,italsocreatedself-ownbrandslikecacagoo,koogeek,dodocool.Itsproductsinvolvehotareaslikesmarthome,automobileintelligentequipment,digitalproducts,fitnessequipment.Part3brandbuilding(5)Sailvan:Itadoptsthe‘multicategories,multibrands’operationmode,anditalsohasadeepploughingclothingbrand.Itsproductlinescoverclothesandaccessories,household,outdoor,andelectronicproducts.In2016,SailvanearnedbillionsofdollarsrespectivelyonAmazon,Wish,eBayandindependentmall.(6)Sunvalley:Sunvalleywassetupin2007.ItmighthaveShenzhen’smostunderstatedbutoutstandingachievements,withsixfamousconsumerbrands:RAVPower,VAVA,TaoTronics,Anjou,SableandHooToo.Part3brandbuilding(7)BESTEK:

ThebusinessoperationofBESTEKisF2C.Itattachesgreatimportancetoindependentintellectualpropertyrightsandhasaverystrongabilityofreachinganddeveloping.Itmainlysellsitsproductsonthethird-partye-commerceplatform,andhasbeenthe‘strategicseller’onAmazonsince2011.(8)Alllandnet:

Alllandnetdeploysasset-lightstrategywithaspecialdesignteam.Itdesigns3Cproductsthatadapttotheinternationalmarkettrend,selectsmanufacturerfortheOEMproductionandputsupitsownbrandiRULU,andthensellsabroad.Part3brandbuildingListeningListentothefollowingsentencesandfillintheblanks.Part3brandbuilding(1)BrandBuildingis

,establishingandpromotingcompanyusingstrategiesandtactics.(2)Inotherwords,brandbuildingisenhancing

usingadvertisingcampaignsandpromotionalstrategies.(3)Brandingiscrucialaspectofcompanybecauseitis

ofthecompany.(4)Goalofbrandbuildingiscreating

aboutthecompany.(5)Brandbuildingcanbeinitiatedwith

whichcanhelpcreateastrongbrandimagewhichgoesalongwayinconsolidatingthebrand.generatingawarenessbrandequitythevisualvoiceauniqueimageawellthoughtbrandidentityPart3brandbuildingSpeakingMikeandAnnaregrouppartners.TheyarediscussingaboutthebrandmissionsofseveralfamousCBECcompanies.Pleasetrytoroleplaythefollowingdialogue,especiallypayattentiontotheunderlinedparts.Part3brandbuildingKEYWORDSANDEXPRESSIONS1brandmission品牌使命c(diǎn)raftaclearexpressionof…清晰地表達(dá)……fromyourlogotoyourtagline,voice,message,andpersonality從徽標(biāo)到標(biāo)語(yǔ)、語(yǔ)音、信息和個(gè)性expertsandinnovators專家和創(chuàng)新者h(yuǎn)avetheresponsibilitytotackle有責(zé)任解決gofurther走得更遠(yuǎn)/深入areputationandbrandfollowing聲譽(yù)和品牌追隨者ReadingReadthepassagewiththesequestionsinyourmind:Howtobuildanewbrand?WhatisBrandDifferentiationandPositioning?HowtoPersonalizeaBrand?Part3brandbuildingWordsandExpressions：definite/?def?n?t/adj.確定的innovation/??n??ve??n/n.創(chuàng)新creativity/?kri?e??t?v?ti/n.創(chuàng)造力proposition/?pr?p??z??n/n.主張monitor/?m?n?t?(r)/v.監(jiān)控description/d??skr?p?n/n.描述package/?p?k?d?/v.打包Logo/?l??ɡ??/n.徽標(biāo)equity/?ekw?ti/n.權(quán)益foundation/fa?n?de??n/n.基礎(chǔ)perception/p??sep?n/n.看法differentiate/?d?f??ren?ie?t/v.區(qū)分unique/ju?ni?k/adj.獨(dú)特的position/p??z??n/v.定位essential/??sen?l/adj.必要的pillar/?p?l?(r)/n.支柱awareness/??we?n?s/n.認(rèn)知recall/r??k??l/n.召回personalize/?p??s?n?la?z/v.使個(gè)性化effective/??fekt?v/adj.有效的evaluate/??v?ljue?t/v.評(píng)估adapt/??d?pt/v.調(diào)整accordingly/??k??d??li/adv.相應(yīng)地stagnant/?st?ɡn?nt/adj.停滯的recede/r??si?d/v.后退continuous/k?n?t?nju?s/adj.連續(xù)的consistency/k?n?s?st?nsi/n.一致性integral/?n?teɡr?l/adj.不可或缺的tactics/?t?kt?ks/n.戰(zhàn)術(shù)Part3brandbuilding

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