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跨境电商营销策划
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作者:
出版社: 电子工业出版社
2021-12
版次: 1
ISBN: 9787121424274
定价: 58.00
装帧: 其他
页数: 256页
分类: 教材教辅考试>教材>大学教材>经济
13人买过
  • 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。 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·········································································
  • 内容简介:
    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。
  • 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·········································································
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