跨境电商网络营销与策划

本教材根据跨境电商网络营销岗位的工作任务及能力要求而设计, 分为七个项目, 分别为: 跨境网络营销认知、跨境网络营销环境与市场调研、跨境网络市场分析、跨境电商站外营销工具、跨境电商站内营销工具、跨境电商网络营销数据分析、跨境网络营销策划。通过对本书的学习, 学生不仅能够掌握在网络条件下开展跨境网络市场调研以及各种跨境网络营销的技术手段和方法, 还基本能够独立分析和解决跨境网络营销实践中遇到的问题。

项目一 跨境网络营销认知 ·········································································001 任务一 认识跨境电子商务·····································································003 任务二 认识跨境网络营销····································································.011 项目二 跨境网络营销环境与市场调研 ·························································018 任务一 跨境网络营销环境·····································································020 任务二 跨境网络市场调研内容·······························································034 任务三 跨境网络市场调研的方法和步骤···················································047 项目三 跨境网络市场分析 ·········································································062 任务一 跨境网络消费者分析··································································064 任务二 跨境网络市场细分·····································································075 任务三 跨境网络目标市场定位·······························································084 项目四 跨境电商站外营销工具···································································090 任务一 搜索引擎营销···········································································092 任务二 电子邮件营销···········································································105 任务三 海外社交媒体营销····································································.110 任务四 社群营销·················································································131 项目五 跨境电商站内营销工具···································································135 任务一 亚马逊站内营销活动··································································137 任务二 敦煌网站内营销活动··································································150 任务三 速卖通直通车付费推广·······························································161 项目六 跨境电商网络营销数据分析·····························································167 任务一 数据分析的认知········································································169 任务二 跨境电商数据分析的认知····························································174 任务三 跨境电商主流平台店铺数据分析 ·················································.191 项目七 跨境网络营销策划 ·······································································.226 任务一 跨境网络品牌营销策划 ·····························································.229 任务二 跨境网络产品营销策划 ·····························································.242 任务三 跨境网络活动营销策划 ·····························································.248 附录 A：实训平台免费账号开通指引 ···························································.254 参考文献 ································································································.256