模塊一　走進電商沙盤的世界 ..................................................................................................1 任務一　認識電子商務沙盤 .........................................................................................................1 一、認知電子商務沙盤 .........................................................................................................................1 二、電子商務沙盤模擬的作用 .............................................................................................................2 三、電子商務沙盤的組成架構 .............................................................................................................3 任務二　組建團隊 .........................................................................................................................4 一、模擬電商企業(yè)組織架構 .................................................................................................................4 二、企業(yè)中各個角色的崗位職責 .........................................................................................................5 三、根據(jù)崗位職責組建團隊 .................................................................................................................7 任務三　創(chuàng)立網(wǎng)店 .......................................................................................................................10 一、辦公場所的選擇 ...........................................................................................................................10 二、配送中心的設置 ...........................................................................................................................11 三、網(wǎng)店開設 .......................................................................................................................................12 四、網(wǎng)店裝修 .......................................................................................................................................12 五、網(wǎng)店財務狀況報告 .......................................................................................................................13 【思考與探究】 ...............................................................................................................................15 模塊二　電子商務沙盤操作基礎 ............................................................................................16 任務一　學習經(jīng)營規(guī)則 ...............................................................................................................16 一、開店規(guī)則 .......................................................................................................................................16 二、采購規(guī)則 .......................................................................................................................................20 三、推廣規(guī)則 .......................................................................................................................................20 四、運營規(guī)則 .......................................................................................................................................26 五、財務規(guī)則 .......................................................................................................................................27 六、人群成交規(guī)則 ...............................................................................................................................30 七、得分規(guī)則 .......................................................................................................................................32 八、破產(chǎn)規(guī)則 .......................................................................................................................................32 九、模擬經(jīng)營時間表 ...........................................................................................................................33 十、系統(tǒng)設置 .......................................................................................................................................33 十一、規(guī)則與崗位工作要求 ...............................................................................................................34 任務二　網(wǎng)店經(jīng)營基本操作 .......................................................................................................35 一、輪度規(guī)劃制定 ...............................................................................................................................36 二、模擬網(wǎng)店日常運營 ....................................................................................................................... 38 任務三　輔助工具運用 ............................................................................................................... 54 任務四　店鋪數(shù)據(jù)分析 ............................................................................................................... 58 一、市場預測圖 ................................................................................................................................... 58 二、現(xiàn)金流量表 ................................................................................................................................... 60 三、財務報表 ....................................................................................................................................... 60 四、市場占有率 ................................................................................................................................... 60 五、訂單分析 ....................................................................................................................................... 61 六、進店關鍵詞分析 ........................................................................................................................... 62 七、駕駛艙 ........................................................................................................................................... 62 八、杜邦分析 ....................................................................................................................................... 63 【思考與探究】 ............................................................................................................................... 67 模塊三　制定經(jīng)營戰(zhàn)略 ........................................................................................................... 68 任務一　經(jīng)營環(huán)境分析 ............................................................................................................... 68 一、經(jīng)營環(huán)境分析的重要性 ............................................................................................................... 68 二、經(jīng)營環(huán)境分析的內(nèi)容 ................................................................................................................... 69 三、商品生命周期 ............................................................................................................................... 70 四、商品需求預測分析 ....................................................................................................................... 71 任務二　店鋪定位 ....................................................................................................................... 73 一、市場定位的方式與原則 ............................................................................................................... 74 二、商品分析與定位 ........................................................................................................................... 75 三、目標人群定位 ............................................................................................................................... 77 任務三　營銷推廣策略 ............................................................................................................... 78 一、關鍵詞優(yōu)化（SEO） ...................................................................................................................... 79 二、關鍵詞推廣（SEM） ..................................................................................................................... 81 三、站外推廣 ....................................................................................................................................... 83 四、店內(nèi)促銷 ....................................................................................................................................... 83 【思考與探究】 ............................................................................................................................... 85 模塊四　電子商務沙盤實戰(zhàn)模擬 ............................................................................................ 86 任務一　謀而后動，開拓進取——第一輪經(jīng)營 ....................................................................... 86 一、創(chuàng)建網(wǎng)店 ....................................................................................................................................... 87 二、輪度經(jīng)營 ....................................................................................................................................... 88 三、輪末總結研討 ............................................................................................................................... 98 任務二　調(diào)查研究，提高實力——第二輪經(jīng)營 ......................................................................100 一、輪度經(jīng)營 ..................................................................................................................................... 100 二、輪末總結研討 ............................................................................................................................. 112 任務三　差異競爭，多元發(fā)展——第三輪經(jīng)營 ......................................................................114 一、輪度經(jīng)營 ..................................................................................................................................... 114 二、輪末總結研討 ............................................................................................................................. 128 任務四　計劃管理，細節(jié)取勝——第四輪經(jīng)營 ......................................................................129 一、輪度經(jīng)營 ..................................................................................................................................... 129 二、輪末總結研討 ............................................................................................................................. 143 任務五　決戰(zhàn)勝負，智者為王——第五輪經(jīng)營 ......................................................................145 一、輪度經(jīng)營 ..................................................................................................................................... 145 二、輪末總結研討 ............................................................................................................................. 160 任務六　經(jīng)營總結 ......................................................................................................................162 一、崗位評價 ..................................................................................................................................... 162 二、經(jīng)營分析報告 ............................................................................................................................. 164 三、收獲/ 感悟報告 .......................................................................................................................... 164 模塊五　解密電商沙盤經(jīng)營 ................................................................................................. 166 任務一　戰(zhàn)略——我們想成為什么樣的公司 ..........................................................................166 一、企業(yè)經(jīng)營的本質(zhì) ......................................................................................................................... 167 二、讀懂市場預測 ............................................................................................................................. 168 三、謀而后動 ..................................................................................................................................... 169 任務二　財務——誰吸走我們的流動資金 ..............................................................................170 一、現(xiàn)金——企業(yè)的生命之源 ......................................................................................................... 170 二、籌資渠道的選擇 ......................................................................................................................... 173 三、財務分析 ..................................................................................................................................... 173 任務三　訂單——我們傾向何種商品和消費人群 ..................................................................175 一、了解買家 ..................................................................................................................................... 176 二、做好賣家 ..................................................................................................................................... 177 附錄A　教師指導平臺 ......................................................................................................... 183 參考文獻 .............................................................................................................................. 204