跨境电商实务：速卖通运营与实操（微课版）

作者: 余以胜吕星海杨泽乾

出版社: 人民邮电出版社

出版时间: 2022-01

版次: 1

ISBN: 9787115577160

定价: 46.00

装帧: 平装

开本: 其他

纸张: 胶版纸

页数: 196页

字数: 301千字

分类: 教材教辅考试>教材>大学教材>经济

18人买过

本书着眼于实战，遵循跨境电商行业人才从新手、熟手到能手的成长规律，将理论结合实际，从零基础开始，系统地讲解速卖通跨境电商平台运营的基础知识和应用技巧。本书按店铺运营操作流程设计，内容包括跨境电商概述、跨境电商物流、行业选品、注册开店、产品发布与店铺装修、店铺营销与推广、数据分析与店铺优化、客户服务与订单处理等内容，还设计了与内容匹配、能满足行业职业技能需求的配套任务实训模块。本书基于编者多年跨境电商运营经验、跨境电商教学经验以及带领跨境电商学生团队创业的经验编写而成，内容通俗易懂，后台数据均来源于企业真实运作案例，是一本难得的实战型教材。
本书既可作为高等职业学校和普通高等学校电子商务类、经济管理类、国际贸易类和跨境电商类专业的跨境电商实务相关课程的教材，也可作为有意从事跨境电商运营工作的人员的入门指导书，还可作为在电子商务及外贸行业从事跨境电商相关工作的人员、培训机构的参考用书。余以胜，男，华南师范大学副教授，硕士生导师。2009.7，博士毕业后被分配至华南师范大学任教，2012年12月被评为副教授；2016年担任经管学院情报学专业硕士生导师。目前主要研究电子商务、社会化媒体。在《情报学报》、《图书情报工作》等CSSCI来源期刊上发表论文40余篇。公开出版著作2部。第 1 章跨境电商概述 ·······················1

1.1　跨境电商的概念、特点与主要交易模式 ··················2

1.1.1　跨境电商的概念 ··············2

1.1.2　跨境电商的特点 ··············2

1.1.3　跨境电商的主要交易模式 ·················3

1.2　跨境电商的消费主体·················4

1.3　跨境电商的业务流程·················6

1.4　跨境电商平台··························7

1.4.1　跨境电商平台的组成板块 ···8

1.4.2　跨境电商平台入驻选择的要素 ·········　10

1.4.3　主流跨境电商平台 ·········　10

1.5　速卖通平台概述·····················　12

1.5.1　速卖通平台的业务模式 ···　12

1.5.2　速卖通平台的规则 ·········　13

课后习题　·····················　17

第　2 章跨境电商物流 ·····················　19

2.1　跨境电商物流体系··················　19

2.1.1　邮政体系 ·····················　20

2.1.2　商业快递 ·····················　22

2.1.3　专线物流 ·····················　24

2.1.4　海外仓 ························　25

2.2　跨境电商物流运费核算············　27

2.2.1　邮政运费核算 ···············　28

2.2.2　商业快递运费核算 ·········　29

2.2.3　专线物流与海外仓运费核算 ···············　30

任务实训　为发往全球的跨境包裹核算运费············　31

课后习题　·······················32

第　3 章速卖通选品·························34

3.1　跨境电商选品概述··················35

3.1.1　跨境电商选品的 6 原则 ···················35

3.1.2　产品定位的 5 种方法·······35

3.2　线上与线下选品·····················36

3.2.1　线上——站内选品··········36

3.2.2　线上——站外选品··········45

3.2.3　线下选品 ·····················49

3.3　跨境电商选品报告··················50

3.3.1　撰写跨境电商选品报告的注意事项 ···············50

3.3.2　跨境电商选品报告的核心内容 ···················50

任务实训　撰写速卖通平台女装选品调研报告 ···········55

课后习题　···························55

第　4 章速卖通入驻开店 ··················57

4.1　速卖通平台入驻开店流程·········57

4.2　速卖通账号注册与认证············58

4.3　招商入驻······························60

4.3.1　经营大类申请 ···············60

4.3.2　品牌授权申请 ···············65

4.4　店铺基本设置························67

4.4.1　账户设置 ·····················67

4.4.2　店铺资产管理 ···············71

任务实训　1 注册一个用于卖女装的速卖通账号并成功认证 ···72

任务实训　2 完成女装经营大类及品牌授权的申请 ···········73

课后习题　····················　73

第　5 章速卖通运费模板设置、商品发布与店铺装修···········　75

5.1　运费模板设置························　76

5.1.1　速卖通物流整体方案 ······　76

5.1.2　运费模板的设置 ············　80

5.1.3　运费模板补充说明 ·········　84

5.2　商品发布 ·····························　85

5.2.1　基本信息编辑 ···············　85

5.2.2　库存与价格编辑 ············　90

5.2.3　商品详细描述编辑 ·········　95

5.2.4　包装与物流编辑 ············　96

5.2.5　其他设置 ·····················　97

5.3　店铺装修与优化·····················　98

5.3.1　店铺装修规划 ···············　98

5.3.2　店铺装修 ····················100

5.3.3　店铺优化 ····················112

任务实训　1 设置用于发布连衣裙、

手机壳和男鞋的　3 个类型的运费模板···········115

任务实训　2 发布商品——女装连衣裙················115

任务实训　3 装修无线端与 PC 端的速卖通女装店铺······115

课后习题　······116

第　6 章速卖通店铺营销与推广 ·······118

6.1　营销活动 ····························119

6.1.1　平台活动 ····················119

6.1.2　店铺活动 ····················121

6.2　客户管理与营销····················124

6.2.1　客户管理 ····················124

6.2.2　客户营销 ····················125

6.3　联盟营销····························　130

6.3.1　营销优势 ···················　130

6.3.2　付费规则 ···················　130

6.3.3　联盟营销计划与管理·····　131

6.4　直通车推广·························　133

6.4.1　直通车概述 ················　133

6.4.2　直通车的功能模块及设置 ················　134

6.4.3　直通车推广计划设置·····　136

6.5　内容营销····························　138

6.5.1　粉丝营销 ···················　138

6.5.2　直播推广 ···················　139

6.5.3　社交媒体推广 ·············　140

任务实训　为速卖通女装店铺进行店铺营销与推广 ······　141

课后习题　·　141

第　7 章速卖通数据分析、产品与店铺优化············　143

7.1　数据分析····························　143

7.1.1　流量分析——挖掘客户来源 ················　144

7.1.2　品类分析——掌握实时交易数据 ············　147

7.1.3　营销分析——掌握店铺营销效果 ············　151

7.1.4　物流分析——提升客户体验 ·················　152

7.2　产品与店铺优化···················　154

7.2.1　产品基础优化 ·············　154

7.2.2　产品曝光量与点击率的提高 ············　160

7.2.3　回访率与回购率的提高 ··　16

7.2.4　产品转化率的提高 ········167

任务实训　1 分析速卖通女装店铺的3 款畅销产品的数据····171

任务实训　2 优化速卖通女装店铺的两款滞销产品171

课后习题　172

第　8 章速卖通客户服务与订单履约　173

8.1　客户服务 ····························173

8.1.1　跨境电商客服的职责与

客户咨询的常见问题　·····174

8.1.2　售前沟通与服务 ···········176

8.1.3　售中沟通与服务 ···········177

8.1.4　售后沟通与服务···········　180

8.2　订单履约····························　183

8.2.1　订单物流方案选择········　184

8.2.2　订单发货 ···················　185

8.2.3　订单包装　190

任务实训　1 为速卖通女装店铺的客户进行售前、售中和售后客户服务　193

任务实训　2 处理速卖通女装店铺订单　193

课后习题　194

参考文献　196
内容简介:
本书着眼于实战，遵循跨境电商行业人才从新手、熟手到能手的成长规律，将理论结合实际，从零基础开始，系统地讲解速卖通跨境电商平台运营的基础知识和应用技巧。本书按店铺运营操作流程设计，内容包括跨境电商概述、跨境电商物流、行业选品、注册开店、产品发布与店铺装修、店铺营销与推广、数据分析与店铺优化、客户服务与订单处理等内容，还设计了与内容匹配、能满足行业职业技能需求的配套任务实训模块。本书基于编者多年跨境电商运营经验、跨境电商教学经验以及带领跨境电商学生团队创业的经验编写而成，内容通俗易懂，后台数据均来源于企业真实运作案例，是一本难得的实战型教材。
本书既可作为高等职业学校和普通高等学校电子商务类、经济管理类、国际贸易类和跨境电商类专业的跨境电商实务相关课程的教材，也可作为有意从事跨境电商运营工作的人员的入门指导书，还可作为在电子商务及外贸行业从事跨境电商相关工作的人员、培训机构的参考用书。
作者简介:
余以胜，男，华南师范大学副教授，硕士生导师。2009.7，博士毕业后被分配至华南师范大学任教，2012年12月被评为副教授；2016年担任经管学院情报学专业硕士生导师。目前主要研究电子商务、社会化媒体。在《情报学报》、《图书情报工作》等CSSCI来源期刊上发表论文40余篇。公开出版著作2部。
目录:
第 1 章跨境电商概述 ·······················1

1.1　跨境电商的概念、特点与主要交易模式 ··················2

1.1.1　跨境电商的概念 ··············2

1.1.2　跨境电商的特点 ··············2

1.1.3　跨境电商的主要交易模式 ·················3

1.2　跨境电商的消费主体·················4

1.3　跨境电商的业务流程·················6

1.4　跨境电商平台··························7

1.4.1　跨境电商平台的组成板块 ···8

1.4.2　跨境电商平台入驻选择的要素 ·········　10

1.4.3　主流跨境电商平台 ·········　10

1.5　速卖通平台概述·····················　12

1.5.1　速卖通平台的业务模式 ···　12

1.5.2　速卖通平台的规则 ·········　13

课后习题　·····················　17

第　2 章跨境电商物流 ·····················　19

2.1　跨境电商物流体系··················　19

2.1.1　邮政体系 ·····················　20

2.1.2　商业快递 ·····················　22

2.1.3　专线物流 ·····················　24

2.1.4　海外仓 ························　25

2.2　跨境电商物流运费核算············　27

2.2.1　邮政运费核算 ···············　28

2.2.2　商业快递运费核算 ·········　29

2.2.3　专线物流与海外仓运费核算 ···············　30

任务实训　为发往全球的跨境包裹核算运费············　31

课后习题　·······················32

第　3 章速卖通选品·························34

3.1　跨境电商选品概述··················35

3.1.1　跨境电商选品的 6 原则 ···················35

3.1.2　产品定位的 5 种方法·······35

3.2　线上与线下选品·····················36

3.2.1　线上——站内选品··········36

3.2.2　线上——站外选品··········45

3.2.3　线下选品 ·····················49

3.3　跨境电商选品报告··················50

3.3.1　撰写跨境电商选品报告的注意事项 ···············50

3.3.2　跨境电商选品报告的核心内容 ···················50

任务实训　撰写速卖通平台女装选品调研报告 ···········55

课后习题　···························55

第　4 章速卖通入驻开店 ··················57

4.1　速卖通平台入驻开店流程·········57

4.2　速卖通账号注册与认证············58

4.3　招商入驻······························60

4.3.1　经营大类申请 ···············60

4.3.2　品牌授权申请 ···············65

4.4　店铺基本设置························67

4.4.1　账户设置 ·····················67

4.4.2　店铺资产管理 ···············71

任务实训　1 注册一个用于卖女装的速卖通账号并成功认证 ···72

任务实训　2 完成女装经营大类及品牌授权的申请 ···········73

课后习题　····················　73

第　5 章速卖通运费模板设置、商品发布与店铺装修···········　75

5.1　运费模板设置························　76

5.1.1　速卖通物流整体方案 ······　76

5.1.2　运费模板的设置 ············　80

5.1.3　运费模板补充说明 ·········　84

5.2　商品发布 ·····························　85

5.2.1　基本信息编辑 ···············　85

5.2.2　库存与价格编辑 ············　90

5.2.3　商品详细描述编辑 ·········　95

5.2.4　包装与物流编辑 ············　96

5.2.5　其他设置 ·····················　97

5.3　店铺装修与优化·····················　98

5.3.1　店铺装修规划 ···············　98

5.3.2　店铺装修 ····················100

5.3.3　店铺优化 ····················112

任务实训　1 设置用于发布连衣裙、

手机壳和男鞋的　3 个类型的运费模板···········115

任务实训　2 发布商品——女装连衣裙················115

任务实训　3 装修无线端与 PC 端的速卖通女装店铺······115

课后习题　······116

第　6 章速卖通店铺营销与推广 ·······118

6.1　营销活动 ····························119

6.1.1　平台活动 ····················119

6.1.2　店铺活动 ····················121

6.2　客户管理与营销····················124

6.2.1　客户管理 ····················124

6.2.2　客户营销 ····················125

6.3　联盟营销····························　130

6.3.1　营销优势 ···················　130

6.3.2　付费规则 ···················　130

6.3.3　联盟营销计划与管理·····　131

6.4　直通车推广·························　133

6.4.1　直通车概述 ················　133

6.4.2　直通车的功能模块及设置 ················　134

6.4.3　直通车推广计划设置·····　136

6.5　内容营销····························　138

6.5.1　粉丝营销 ···················　138

6.5.2　直播推广 ···················　139

6.5.3　社交媒体推广 ·············　140

任务实训　为速卖通女装店铺进行店铺营销与推广 ······　141

课后习题　·　141

第　7 章速卖通数据分析、产品与店铺优化············　143

7.1　数据分析····························　143

7.1.1　流量分析——挖掘客户来源 ················　144

7.1.2　品类分析——掌握实时交易数据 ············　147

7.1.3　营销分析——掌握店铺营销效果 ············　151

7.1.4　物流分析——提升客户体验 ·················　152

7.2　产品与店铺优化···················　154

7.2.1　产品基础优化 ·············　154

7.2.2　产品曝光量与点击率的提高 ············　160

7.2.3　回访率与回购率的提高 ··　16

7.2.4　产品转化率的提高 ········167

任务实训　1 分析速卖通女装店铺的3 款畅销产品的数据····171

任务实训　2 优化速卖通女装店铺的两款滞销产品171

课后习题　172

第　8 章速卖通客户服务与订单履约　173

8.1　客户服务 ····························173

8.1.1　跨境电商客服的职责与

客户咨询的常见问题　·····174

8.1.2　售前沟通与服务 ···········176

8.1.3　售中沟通与服务 ···········177

8.1.4　售后沟通与服务···········　180

8.2　订单履约····························　183

8.2.1　订单物流方案选择········　184

8.2.2　订单发货 ···················　185

8.2.3　订单包装　190

任务实训　1 为速卖通女装店铺的客户进行售前、售中和售后客户服务　193

任务实训　2 处理速卖通女装店铺订单　193

课后习题　194

参考文献　196

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跨境电商实务：速卖通运营与实操（微课版）

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