跨境电商营销策划

图书标准信息

• 作者 “跨境电商B2B数据运营”1+X职业技能等级证书配套教材编委会
• 出版社 电子工业出版社
• 出版时间 2021-12
• 版次 1
• ISBN 9787121424274
• 定价 58.00元
• 装帧 其他
• 开本 16开
• 页数 256页
• 字数 410千字

【内容简介】

本书以整合营销、数字营销在跨境电商领域中的应用为主题，尝试构建跨境电商营销策划体系，全书共分为12章，包括概论、市场与品牌策划、客户策划、选品与供应链、定价与促销、视觉营销、电商平台营销、搜索引擎营销、社媒营销、EDM直复营销、服务营销和营销创新。通过本书的学习，读者应能对数字营销有系统认识，并能产出较专业的跨境电商营销策划案。 本书是跨境电商B2B数据运营职业技能等级证书高级配套教材，可作为双高职业学院和应用技术型本科院校跨境电子商务、电子商务、国际经济与贸易、商务英语等相关专业教材，也可供跨境电商应用企业营销策划人阅读。

【作者简介】

:
    何雄，
    清华大学国家服务外包人力资源研究院教育育中心主任 
    教育部全国普通高校毕业生就业创业指导委员会委员
    教育部1+X职业技能等级证书项目“跨境电商B2B数据运营”专家组成员
    北京航空航天大学公共管理学院兼职教授

【目录】

章概论···················································································································.1

节数字营销时代···································································································.2

第二节营销基础·········································································································.5

第三节数字时代的跨境电商营销策划··············································································.8

第四节 CMO及其团队·······························································································.12

本章小结···················································································································.17

本章习题···················································································································.17

第二章市场与品牌战略·······························································································.18

节市场调查·······································································································.19

第二节目标市场·······································································································.28

第三节定················································································································.31

第四节品················································································································.36

第五节市场战略策划·································································································.42

本章小结···················································································································.47

本章练习···················································································································.47

第三章客户策划··········································································································.49

节客户洞察·······································································································.50

第二节客户运营·······································································································.54

第三节客户价值评价·································································································.60

第四节客户运营策划·································································································.62

本章小结···················································································································.64

本章习题···················································································································.65

第四章产品与供应链策划····························································································.66

节理解产品·······································································································.67

第二节选················································································································.75

第三节跨境供应链选择······························································································.88

第四节产品运营·······································································································.91

第五节产品与供应链策划···························································································.97

本章小结··················································································································.101

本章习题··················································································································.101

第五章定价与促销·····································································································.103

节定价基础······································································································.104

第二节定价实践······································································································.108

第三节促···············································································································.113

第四节促销策划·········································································