电子商务运营

本书从全渠道数字化运营出发，采用活页式的结构编写，将全渠道数字化电商运营工作中需要掌握的 知识点与技能点重新提炼、梳理、整合，形成了5 个教学模块，分别为电商运营认知、传统平台运营、新 兴渠道运营、跨境电商运营和拓展篇，内容涵盖基础运营、网店推广、活动运营、直播运营、社群运营、 App商城运营、短视频运营、智慧门店运营、进口跨境电商平台运营、出口跨境电商平台运营、自建站运营、 财务管理和供应链管理等，内容深入浅出、浅显易懂。同时，本书在每个模块中都融入了实战练习题，让 读者可以在学中练、练中学，帮助读者全面了解全渠道数字化运营、电商运营工作中需要掌握的知识与技能。 本书适合作为职业院校电子商务、市场营销及相关专业的教材，也可作为从事电子商务工作及相关工 作的人员的参考用书，还可作为相关培训班的教学用书。

第一篇? 电商运营认知 思维导图 .....................................................................................................................................1 项目一  走进电商运营 ..........................................................................................................2 任务一  电商运营基础知识 .....................................................................................................3 任务二  典型电商平台的特点和规则 .....................................................................................7 第二篇  传统平台运营 思维导图 ...................................................................................................................................13 项目二  基础运营 ...............................................................................................................14 任务一  商品学基本原理 .......................................................................................................16 任务二  网店商品的呈现逻辑 ...............................................................................................24 任务三  网店交易管理 ...........................................................................................................39 任务四  网店营销工具与促销活动 .......................................................................................44 任务五  网店物流管理 ...........................................................................................................56 任务六  网店运营辅助工具 ...................................................................................................65 项目三  网店推广 ...............................................................................................................76 任务一  网店的 SEO ...............................................................................................................77 任务二  网店的 SEM ..............................................................................................................92 项目四  活动运营 ..............................................................................................................116 任务一  典型电商平台活动的类型 ......................................................................................117 任务二  活动选品技巧 .........................................................................................................120 任务三  活动策划与执行 .....................................................................................................124 任务四  活动复盘 .................................................................................................................127 第三篇? 新兴渠道运营 思维导图 .................................................................................................................................133 项目五  直播运营 .............................................................................................................134 任务一  认识电商直播平台及创建账号 .............................................................................135 任务二  直播前期准备 .........................................................................................................145 任务三  直播内容策划与预热 .............................................................................................148 任务四  直播实施与复盘 .....................................................................................................153 项目六  社群运营 .............................................................................................................158 任务一  社群构建 .................................................................................................................159 任务二  社群维护 .................................................................................................................162 任务三  社群变现 .................................................................................................................165 项目七  App 商城运营 .....................................................................................................169 任务一  App 发布 ..................................................................................................................170 任务二  App 推广 ..................................................................................................................179 项目八  短视频运营 .........................................................................................................184 任务一  短视频账号的创建与定位 .....................................................................................185 任务二  短视频制作 .............................................................................................................190 任务三  短视频营销 .............................................................................................................196 项目九  智慧门店运营 ......................................................................................................203 任务一  营销渠道搭建 .........................................................................................................204 任务二  营销推广 .................................................................................................................208 任务三  交易促成 .................................................................................................................212 任务四  复购与裂变 .............................................................................................................217 第四篇  跨境电商运营 思维导图 .................................................................................................................................223 项目十  进口跨境电商平台运营 .......................................................................................224 任务一  天猫国际平台 .........................................................................................................225 任务二  京东国际平台 .........................................................................................................239 项目十一  出口跨境电商平台运营 ....................................................................................246 任务一  速卖通平台 .............................................................................................................247 任务二  亚马逊平台 .............................................................................................................273 项目十二  自建站运营 ......................................................................................................303 任务一  跨境电商建站 .........................................................................................................304 任务二  跨境电商运营 .........................................................................................................317 任务三  跨境电商营销及数据分析 .....................................................................................327 任务四  跨境电商服务 .........................................................................................................332 第五篇  拓展篇 思维导图 .................................................................................................................................345 项目十三  财务管理 .........................................................................................................346 任务一  认识财务报表 .........................................................................................................347 任务二  财务管理在网店规划中的应用 .............................................................................355 任务三  财务管理在活动运营中的应用 .............................................................................360 项目十四  供应链管理 ......................................................................................................363 任务一  智能云仓 .................................................................................................................364 任务二  分仓搭建 .................................................................................................................368 任务三  采购管理 .................................................................................................................373 任务四  库存管理 .................................................................................................................379 参考文献 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