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跨境電商實務:速賣通運營與實操(微課版) 版權信息
- ISBN：9787115577160
- 條形碼：9787115577160 ; 978-7-115-57716-0
- 裝幀：一般膠版紙
- 冊數：暫無
- 重量：暫無
- 所屬分類：>>
跨境電商實務:速賣通運營與實操(微課版) 本書特色
1.基于速賣通平臺：速賣通作為阿里巴巴未來國際化的重要戰略產品，已成為全球活躍的跨境電商平臺之一，基于其操作頁面簡潔、社區及客戶培訓體系完備、產品符合新興市場需求的特點，非常適合教學講解及初級賣家上手實踐。2.體例新穎：將跨境行業開店運營工作流程內容轉化為學習任務，按照章節（項目）-任務式的教材編寫方式，共規劃了8個章節（項目）23個任務，以及11大專題任務實訓。3.系統性強：以行業內跨境工作流程和店鋪運營的規律由淺入深地精選教學內容，既有基礎知識的講解，也有應用技能的提升。4.實戰性強：教材中的實例、數據和圖表均來自于企業、平臺真實店鋪的數據，有利于讀者直觀地了解操作流程和進行數據分析；實訓任務均與跨境行業工作任務一致，近距離與真實的跨境平臺接軌。
跨境電商實務:速賣通運營與實操(微課版) 內容簡介
本書著眼于實戰，遵循跨境電商行業人才從新手、熟手到能手的成長規律，將理論與實際相結合，從零基礎開始，系統、全面地講解速賣通跨境電商平臺運營的基礎知識和應用技巧。本書按店鋪運營操作流程設計，包括跨境電商概述、跨境電商物流、行業選品、注冊開店、商品發布與店鋪裝修、店鋪營銷與推廣、數據分析與店鋪優化、客戶服務與訂單處理等內容，還設計了與內容匹配、能滿足行業職業技能需求的獨特的配套任務實訓模塊。本書基于編者多年跨境電商運營經驗、跨境電商教學經驗以及帶領跨境電商學生團隊創業的經驗編寫而成，內容通俗易懂，后臺數據均來源于企業真實運作案例，是一本的實戰型教材。 本書既可作為高等職業學校和普通高等學校電子商務類、經濟管理類、靠前貿易類和跨境電商類專業的跨境電商實務相關課程的教材，也可作為有意從事跨境電商運營工作的人員的入門指導書，還可作為在電子商務及外貿行業從事跨境電商相關工作的人員、培訓機構的參考書。
跨境電商實務:速賣通運營與實操(微課版) 目錄
第 1 章 跨境電商概述 ·······················1
1．1 跨境電商的概念、特點與主要交易模式 ··················2
1．1．1 跨境電商的概念 ··············2
1．1．2 跨境電商的特點 ··············2
1．1．3 跨境電商的主要交易模式 ·················3
1．2 跨境電商的消費主體·················4
1．3 跨境電商的業務流程·················6
1．4 跨境電商平臺··························7
1．4．1 跨境電商平臺的組成板塊 ···8
1．4．2 跨境電商平臺入駐選擇的要素 ········· 10
1．4．3 主流跨境電商平臺 ········· 10
1．5 速賣通平臺概述····················· 12
1．5．1 速賣通平臺的業務模式 ··· 12
1．5．2 速賣通平臺的規則 ········· 13
課后習題 ····················· 17
第 2 章 跨境電商物流 ····················· 19
2．1 跨境電商物流體系·················· 19
2．1．1 郵政體系 ····················· 20
2．1．2 商業快遞 ····················· 22
2．1．3 專線物流 ····················· 24
2．1．4 海外倉 ························ 25
2．2 跨境電商物流運費核算············ 27
2．2．1 郵政運費核算 ··············· 28
2．2．2 商業快遞運費核算 ········· 29
2．2．3 專線物流與海外倉運費核算 ··············· 30
任務實訓 為發往全球的跨境包裹核算運費············ 31
課后習題 ·······················32
第 3 章 速賣通選品·························34
3．1 跨境電商選品概述··················35
3．1．1 跨境電商選品的 6 原則 ···················35
3．1．2 產品定位的 5 種方法·······35
3．2 線上與線下選品·····················36
3．2．1 線上——站內選品··········36
3．2．2 線上——站外選品··········45
3．2．3 線下選品 ·····················49
3．3 跨境電商選品報告··················50
3．3．1 撰寫跨境電商選品報告的注意事項 ···············50
3．3．2 跨境電商選品報告的核心內容 ···················50
任務實訓 撰寫速賣通平臺女裝選品調研報告 ···········55
課后習題 ···························55
第 4 章 速賣通入駐開店 ··················57
4．1 速賣通平臺入駐開店流程·········57
4．2 速賣通賬號注冊與認證············58
4．3 招商入駐······························60
4．3．1 經營大類申請 ···············60
4．3．2 品牌授權申請 ···············65
4．4 店鋪基本設置························67
4．4．1 賬戶設置 ·····················67
4．4．2 店鋪資產管理 ···············71
任務實訓 1 注冊一個用于賣女裝的速賣通賬號并成功認證 ···72
任務實訓 2 完成女裝經營大類及品牌授權的申請 ···········73
課后習題 ···················· 73
第 5 章 速賣通運費模板設置、商品發布與店鋪裝修··········· 75
5．1 運費模板設置························ 76
5．1．1 速賣通物流整體方案 ······ 76
5．1．2 運費模板的設置 ············ 80
5．1．3 運費模板補充說明 ········· 84
5．2 商品發布 ····························· 85
5．2．1 基本信息編輯 ··············· 85
5．2．2 庫存與價格編輯 ············ 90
5．2．3 商品詳細描述編輯 ········· 95
5．2．4 包裝與物流編輯 ············ 96
5．2．5 其他設置 ····················· 97
5．3 店鋪裝修與優化····················· 98
5．3．1 店鋪裝修規劃 ··············· 98
5．3．2 店鋪裝修 ····················100
5．3．3 店鋪優化 ····················112
任務實訓 1 設置用于發布連衣裙、
手機殼和男鞋的 3 個類型的運費模板···········115
任務實訓 2 發布商品——女裝連衣裙················115
任務實訓 3 裝修無線端與 PC 端的速賣通女裝店鋪······115
課后習題 ······116
第 6 章 速賣通店鋪營銷與推廣 ·······118
6．1 營銷活動 ····························119
6．1．1 平臺活動 ····················119
6．1．2 店鋪活動 ····················121
6．2 客戶管理與營銷····················124
6．2．1 客戶管理 ····················124
6．2．2 客戶營銷 ····················125
6．3 聯盟營銷···························· 130
6．3．1 營銷優勢 ··················· 130
6．3．2 付費規則 ··················· 130
6．3．3 聯盟營銷計劃與管理····· 131
6．4 直通車推廣························· 133
6．4．1 直通車概述 ················ 133
6．4．2 直通車的功能模塊及設置 ················ 134
6．4．3 直通車推廣計劃設置····· 136
6．5 內容營銷···························· 138
6．5．1 粉絲營銷 ··················· 138
6．5．2 直播推廣 ··················· 139
6．5．3 社交媒體推廣 ············· 140
任務實訓 為速賣通女裝店鋪進行店鋪營銷與推廣 ······ 141
課后習題 · 141
第 7 章 速賣通數據分析、產品與店鋪優化············ 143
7．1 數據分析···························· 143
7．1．1 流量分析——挖掘客戶來源 ················ 144
7．1．2 品類分析——掌握實時交易數據 ············ 147
7．1．3 營銷分析——掌握店鋪營銷效果 ············ 151
7．1．4 物流分析——提升客戶體驗 ················· 152
7．2 產品與店鋪優化··················· 154
7．2．1 產品基礎優化 ············· 154
7．2．2 產品曝光量與點擊率的提高 ············ 160
7．2．3 回訪率與回購率的提高 ·· 16
7．2．4 產品轉化率的提高 ········167
任務實訓 1 分析速賣通女裝店鋪的3 款暢銷產品的數據····171
任務實訓 2 優化速賣通女裝店鋪的兩款滯銷產品171
課后習題 172
第 8 章 速賣通客戶服務與訂單履約 173
8．1 客戶服務 ····························173
8．1．1 跨境電商客服的職責與
客戶咨詢的常見問題 ·····174
8．1．2 售前溝通與服務 ···········176
8．1．3 售中溝通與服務 ···········177
8．1．4 售后溝通與服務··········· 180
8．2 訂單履約···························· 183
8．2．1 訂單物流方案選擇········ 184
8．2．2 訂單發貨 ··················· 185
8．2．3 訂單包裝 190
任務實訓 1 為速賣通女裝店鋪的客戶進行售前、售中和售后客戶服務 193
任務實訓 2 處理速賣通女裝店鋪訂單 193
課后習題 194
參考文獻 196
1．1 跨境電商的概念、特點與主要交易模式 ··················2
1．1．1 跨境電商的概念 ··············2
1．1．2 跨境電商的特點 ··············2
1．1．3 跨境電商的主要交易模式 ·················3
1．2 跨境電商的消費主體·················4
1．3 跨境電商的業務流程·················6
1．4 跨境電商平臺··························7
1．4．1 跨境電商平臺的組成板塊 ···8
1．4．2 跨境電商平臺入駐選擇的要素 ········· 10
1．4．3 主流跨境電商平臺 ········· 10
1．5 速賣通平臺概述····················· 12
1．5．1 速賣通平臺的業務模式 ··· 12
1．5．2 速賣通平臺的規則 ········· 13
課后習題 ····················· 17
第 2 章 跨境電商物流 ····················· 19
2．1 跨境電商物流體系·················· 19
2．1．1 郵政體系 ····················· 20
2．1．2 商業快遞 ····················· 22
2．1．3 專線物流 ····················· 24
2．1．4 海外倉 ························ 25
2．2 跨境電商物流運費核算············ 27
2．2．1 郵政運費核算 ··············· 28
2．2．2 商業快遞運費核算 ········· 29
2．2．3 專線物流與海外倉運費核算 ··············· 30
任務實訓 為發往全球的跨境包裹核算運費············ 31
課后習題 ·······················32
第 3 章 速賣通選品·························34
3．1 跨境電商選品概述··················35
3．1．1 跨境電商選品的 6 原則 ···················35
3．1．2 產品定位的 5 種方法·······35
3．2 線上與線下選品·····················36
3．2．1 線上——站內選品··········36
3．2．2 線上——站外選品··········45
3．2．3 線下選品 ·····················49
3．3 跨境電商選品報告··················50
3．3．1 撰寫跨境電商選品報告的注意事項 ···············50
3．3．2 跨境電商選品報告的核心內容 ···················50
任務實訓 撰寫速賣通平臺女裝選品調研報告 ···········55
課后習題 ···························55
第 4 章 速賣通入駐開店 ··················57
4．1 速賣通平臺入駐開店流程·········57
4．2 速賣通賬號注冊與認證············58
4．3 招商入駐······························60
4．3．1 經營大類申請 ···············60
4．3．2 品牌授權申請 ···············65
4．4 店鋪基本設置························67
4．4．1 賬戶設置 ·····················67
4．4．2 店鋪資產管理 ···············71
任務實訓 1 注冊一個用于賣女裝的速賣通賬號并成功認證 ···72
任務實訓 2 完成女裝經營大類及品牌授權的申請 ···········73
課后習題 ···················· 73
第 5 章 速賣通運費模板設置、商品發布與店鋪裝修··········· 75
5．1 運費模板設置························ 76
5．1．1 速賣通物流整體方案 ······ 76
5．1．2 運費模板的設置 ············ 80
5．1．3 運費模板補充說明 ········· 84
5．2 商品發布 ····························· 85
5．2．1 基本信息編輯 ··············· 85
5．2．2 庫存與價格編輯 ············ 90
5．2．3 商品詳細描述編輯 ········· 95
5．2．4 包裝與物流編輯 ············ 96
5．2．5 其他設置 ····················· 97
5．3 店鋪裝修與優化····················· 98
5．3．1 店鋪裝修規劃 ··············· 98
5．3．2 店鋪裝修 ····················100
5．3．3 店鋪優化 ····················112
任務實訓 1 設置用于發布連衣裙、
手機殼和男鞋的 3 個類型的運費模板···········115
任務實訓 2 發布商品——女裝連衣裙················115
任務實訓 3 裝修無線端與 PC 端的速賣通女裝店鋪······115
課后習題 ······116
第 6 章 速賣通店鋪營銷與推廣 ·······118
6．1 營銷活動 ····························119
6．1．1 平臺活動 ····················119
6．1．2 店鋪活動 ····················121
6．2 客戶管理與營銷····················124
6．2．1 客戶管理 ····················124
6．2．2 客戶營銷 ····················125
6．3 聯盟營銷···························· 130
6．3．1 營銷優勢 ··················· 130
6．3．2 付費規則 ··················· 130
6．3．3 聯盟營銷計劃與管理····· 131
6．4 直通車推廣························· 133
6．4．1 直通車概述 ················ 133
6．4．2 直通車的功能模塊及設置 ················ 134
6．4．3 直通車推廣計劃設置····· 136
6．5 內容營銷···························· 138
6．5．1 粉絲營銷 ··················· 138
6．5．2 直播推廣 ··················· 139
6．5．3 社交媒體推廣 ············· 140
任務實訓 為速賣通女裝店鋪進行店鋪營銷與推廣 ······ 141
課后習題 · 141
第 7 章 速賣通數據分析、產品與店鋪優化············ 143
7．1 數據分析···························· 143
7．1．1 流量分析——挖掘客戶來源 ················ 144
7．1．2 品類分析——掌握實時交易數據 ············ 147
7．1．3 營銷分析——掌握店鋪營銷效果 ············ 151
7．1．4 物流分析——提升客戶體驗 ················· 152
7．2 產品與店鋪優化··················· 154
7．2．1 產品基礎優化 ············· 154
7．2．2 產品曝光量與點擊率的提高 ············ 160
7．2．3 回訪率與回購率的提高 ·· 16
7．2．4 產品轉化率的提高 ········167
任務實訓 1 分析速賣通女裝店鋪的3 款暢銷產品的數據····171
任務實訓 2 優化速賣通女裝店鋪的兩款滯銷產品171
課后習題 172
第 8 章 速賣通客戶服務與訂單履約 173
8．1 客戶服務 ····························173
8．1．1 跨境電商客服的職責與
客戶咨詢的常見問題 ·····174
8．1．2 售前溝通與服務 ···········176
8．1．3 售中溝通與服務 ···········177
8．1．4 售后溝通與服務··········· 180
8．2 訂單履約···························· 183
8．2．1 訂單物流方案選擇········ 184
8．2．2 訂單發貨 ··················· 185
8．2．3 訂單包裝 190
任務實訓 1 為速賣通女裝店鋪的客戶進行售前、售中和售后客戶服務 193
任務實訓 2 處理速賣通女裝店鋪訂單 193
課后習題 194
參考文獻 196
展開全部
跨境電商實務:速賣通運營與實操(微課版) 作者簡介
余以勝，男，華南師范大學副教授，碩士生導師。2009.7，博士畢業后被分配至華南師范大學任教，2012年12月被評為副教授；2016年擔任經管學院情報學專業碩士生導師。目前主要研究電子商務、社會化媒體。在《情報學報》、《圖書情報工作》等CSSCI來源期刊上發表論文40余篇。公開出版著作2部。
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