本書以整合營銷、數(shù)字營銷在跨境電商領(lǐng)域中的應(yīng)用為主題，嘗試構(gòu)建跨境電商營銷策劃體系，全書共分為12章，包括概論、市場與品牌策劃、客戶策劃、選品與供應(yīng)鏈、定價與促銷、視覺營銷、電商平臺營銷、搜索引擎營銷、社媒營銷、EDM直復(fù)營銷、服務(wù)營銷和營銷創(chuàng)新。通過本書的學(xué)習(xí)，讀者應(yīng)能對數(shù)字營銷有系統(tǒng)認識，并能產(chǎn)出較專業(yè)的跨境電商營銷策劃案。 本書是跨境電商B2B數(shù)據(jù)運營職業(yè)技能等級證書高級配套教材，可作為雙高職業(yè)學(xué)院和應(yīng)用技術(shù)型本科院校跨境電子商務(wù)、電子商務(wù)、國際經(jīng)濟與貿(mào)易、商務(wù)英語等相關(guān)專業(yè)教材，也可供跨境電商應(yīng)用企業(yè)營銷策劃人閱讀。
第一章概論···················································································································.1
第一節(jié)數(shù)字營銷時代···································································································.2
第二節(jié)營銷基礎(chǔ)·········································································································.5
第三節(jié)數(shù)字時代的跨境電商營銷策劃··············································································.8
第四節(jié) CMO及其團隊·······························································································.12
本章小結(jié)···················································································································.17
本章習(xí)題···················································································································.17
第二章市場與品牌戰(zhàn)略·······························································································.18
第一節(jié)市場調(diào)查·······································································································.19
第二節(jié)目標市場·······································································································.28
第三節(jié)定················································································································.31
第四節(jié)品················································································································.36
第五節(jié)市場戰(zhàn)略策劃·································································································.42
本章小結(jié)···················································································································.47
本章練習(xí)···················································································································.47
第三章客戶策劃··········································································································.49
第一節(jié)客戶洞察·······································································································.50
第二節(jié)客戶運營·······································································································.54
第三節(jié)客戶價值評價·································································································.60
第四節(jié)客戶運營策劃·································································································.62
本章小結(jié)···················································································································.64
本章習(xí)題···················································································································.65
第四章產(chǎn)品與供應(yīng)鏈策劃····························································································.66
第一節(jié)理解產(chǎn)品·······································································································.67
第二節(jié)選················································································································.75
第三節(jié)跨境供應(yīng)鏈選擇······························································································.88
第四節(jié)產(chǎn)品運營·······································································································.91
第五節(jié)產(chǎn)品與供應(yīng)鏈策劃···························································································.97
本章小結(jié)··················································································································.101
本章習(xí)題··················································································································.101
第五章定價與促銷·····································································································.103
第一節(jié)定價基礎(chǔ)······································································································.104
第二節(jié)定價實踐······································································································.108
第三節(jié)促···············································································································.113
第四節(jié)促銷策劃······································································································.122
本章小結(jié)··················································································································.125
本章習(xí)題··················································································································.125
第六章視覺營銷策劃··································································································.126
第一節(jié)視覺營銷概述································································································.127
第二節(jié)跨境電商的視覺與體驗····················································································.129
第三節(jié)視覺營銷效果評估··························································································.135
第四節(jié)視覺營銷方案策劃··························································································.138
本章小結(jié)··················································································································.142
本章習(xí)題··················································································································.142
第七章平臺營銷策劃··································································································.143
第一節(jié)概述············································································································.144
第二節(jié)阿里巴巴國際站營銷矩陣·················································································.147
第三節(jié)店鋪經(jīng)營指標體系··························································································.153
第四節(jié)跨境電商平臺營銷策劃····················································································.156
本章小結(jié)··················································································································.160
本章習(xí)題··················································································································.160
第八章社會化媒體營銷策劃·······················································································.162
第一節(jié)概···············································································································.162
第二節(jié)社會化媒體品牌營銷及其成效分析·····································································.165
第三節(jié)社會化媒體獲客及其成效分析···········································································.168
第四節(jié)社會化媒體再營銷及其成效分析········································································.172
本章小結(jié)··················································································································.177
本章習(xí)題··················································································································.178
第九章 EDM營銷策劃································································································.181
第一節(jié)概述············································································································.182
第二節(jié)實施 EDM ····································································································.184
第三節(jié) EDM的成效評價···························································································.189
第四節(jié) EDM策劃····································································································.193
本章小結(jié)··················································································································.195
本章習(xí)題··················································································································.195
第十章服務(wù)營銷·········································································································.198
第一節(jié)服務(wù)與再營銷································································································.199
第二節(jié)社群運營······································································································.204
第三節(jié)服務(wù)營銷評估································································································.208
第四節(jié)服務(wù)營銷策劃································································································.212
本章小結(jié)··················································································································.216
本章習(xí)題··················································································································.217
第十一章跨境電商營銷創(chuàng)新·······················································································.218
第一節(jié)營銷創(chuàng)新概述································································································.219
第二節(jié)直播營銷······································································································.221
第三節(jié)高階營銷技巧································································································.231
第四節(jié)營銷創(chuàng)新環(huán)境與激勵·······················································································.240
本章小結(jié)··················································································································.244
本章習(xí)題··················································································································.244
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