跨境电商网络营销与策划(新形态产教融合创新能力系列教材)

图书标准信息

• 作者 梁娟娟
• 出版社 电子工业出版社
• 出版时间 2024-02
• 版次 1
• ISBN 9787121471421
• 定价 59.00元
• 装帧 其他
• 开本 16开
• 页数 264页
• 字数 402千字

【内容简介】

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，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。 本书可作为高职院校跨境电子、国际经济与贸易、物流管理、国际等专业相关课程的教材，也可作为跨境电商行业从业人员的学及培训用书。

【目录】

项目一 跨境网络营销认知 ·········································································001 
任务一 认识跨境电子·····································································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 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 站内营销活动··································································137 
任务二 敦煌内营销活动··································································150 
任务三 速通直通车付费推广·······························································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：实训台费账号开通指引 ···························································.254 
参文献 ································································································.256