跨境电商营销策划 9787121424274
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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
ISBN9787121424274
出版时间2021-12
装帧平装
开本16开
定价58元
货号29345283
上书时间2024-10-25
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导语摘要
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
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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·········································································
内容摘要
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。
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