《網路行銷實戰解析——電子商務時代的掘金策略》是2015年電子工業出版社出版的圖書，作者是丁奕盛。
基本介紹
- 書名：網路行銷實戰解析——電子商務時代的掘金策略
- 作者：丁奕盛
- ISBN：978-7-121-26398-9
- 頁數：408頁
- 定價：69.00元
- 出版社：電子工業出版社
- 出版時間：2015年7月
- 裝幀：平裝
- 開本：16
內容簡介,目錄,作者簡介,
內容簡介
《網路行銷實戰解析——電子商務時代的掘金策略》不局限於淘寶等國內電商的網路行銷，而將目標鎖定於世界市場，通過言簡意賅的理論分析和實例舉證，從網際網路存在的搭建（網路建站、平台註冊），到通過網路行銷吸引客戶；從人盡皆知的淘寶創業，到敦煌網、亞馬遜等國際電商創業；從免費的行銷方式，到付費的行銷方法；從商品銷售到服務銷售，以及到最新的手機行銷，深入淺出，從多個角度為讀者提供了進行網路行銷的思路和方法。
《網路行銷實戰解析——電子商務時代的掘金策略》主要面向企業主、職業經理人、中小企業主、個人網路創業者、中小型外貿從業人員、SOHO一族。通過閱讀本書，沒有任何網路銷售經驗的讀者可以在很短的時間內上手進行網路行銷，有一定經驗的網路行銷人員可以從書中發現新的思路、新的方法。《網路行銷實戰解析——電子商務時代的掘金策略》是一本非常實用的網路行銷讀物。
目錄
第1章 網路行銷是大勢所趨................................... ............................. ............................. 1
1.1 信息化時代必須走網路行銷道路.................................................................................. 1
1.1.1 網路行銷是什麼............................................................................................................ 1
1.1.2 推廣必須走網際網路行銷道路....................................................................................... 4
1.1.3 建立自己的網路商業存在.......................................................................................... 10
1.1.4 網路外貿行銷與傳統外貿行銷................................................................................. 13
1.2 企業網路行銷的基礎.................................................................................................... 15
1.2.1 建立自己的網站.......................................................................................................... 15
1.2.2 在網路交易平台上建立自己的存在......................................................................... 19
1.2.3 如何讓客戶在網上找到你.......................................................................................... 23
1.2.4 網路溝通工具.............................................................................................................. 25
1.2.5 建立全球銷售的陣地.................................................................................................. 30
1.3 個人網路行銷的基礎.................................................................................................... 30
1.3.1 在網上建立自己的網店.............................................................................................. 30
1.3.2 SOHO一族.................................................................................................................. 31
1.3.3 成為網商必備品質...................................................................................................... 33
1.4 如何與客戶建立聯繫.................................................................................................... 35
1.4.1 現實行銷與網路行銷的異同..................................................................................... 35
1.4.2 吸引客戶的行銷手段.................................................................................................. 37
1.4.3 如何促成交易.............................................................................................................. 37
1.4.4 不斷創新的行銷方式.................................................................................................. 38
1.5 如何與客戶談生意........................................................................................................ 39
1.5.1 抓住客戶的需求.......................................................................................................... 40
1.5.2 搜尋同行的信息.......................................................................................................... 42
1.5.3 不要急於表態.............................................................................................................. 43
1.5.4 促進客戶直接交易...................................................................................................... 43
1.5.5 網路交談的注意事項.................................................................................................. 44
1.6 創新是網路行銷的靈魂................................................................................................ 44
1.6.1 網上創新得到保護...................................................................................................... 45
1.6.2 產品的智慧財產權保護.................................................................................................. 45
1.6.3 為什麼要創新.............................................................................................................. 46
1.7 網路品牌的建立............................................................................................................ 48
1.7.1 為什麼要建立網路品牌.............................................................................................. 48
1.7.2 用客戶好評堆起來的品牌.......................................................................................... 50
1.7.3 品牌需要策劃和推廣.................................................................................................. 51
第2章 企業如何做好網路生意···························································································54
2.1 內容是網路的精髓........................................................................................................ 54
2.1.1 內容為王..................................................................................................................... 54
2.1.2 最好的SEO是更新和創新........................................................................................ 59
2.1.3 交易平台上的內容編輯.............................................................................................. 62
2.1.4 持續提高網路影響力.................................................................................................. 62
2.1.5 注重網路廣告費效比.................................................................................................. 63
2.2 與客戶線上溝通............................................................................................................ 63
2.2.1 幾種線上溝通工具...................................................................................................... 63
2.2.2 必須隨時保持線上...................................................................................................... 64
2.2.3 在網上與客戶的溝通技巧.......................................................................................... 65
2.2.4 讓客戶下單.................................................................................................................. 66
2.3 通過網路做外貿............................................................................................................ 67
2.3.1 不得不嘗試的海外銷售之路..................................................................................... 67
2.3.2 做國際貿易前的準備.................................................................................................. 68
2.3.3 在國外伺服器上搭建外文網站................................................................................. 69
2.3.4 與國外商家做生意...................................................................................................... 71
2.3.5 直接外銷...................................................................................................................... 73
2.4 B2C——把產品直接賣給消費者.................................................................................. 74
2.4.1 建立自己的品牌網店.................................................................................................. 74
2.4.2 提高產品銷量.............................................................................................................. 81
2.4.3 網店的低利潤、大流量、高回報............................................................................. 82
2.4.4 別被廣告費拖入泥潭.................................................................................................. 83
第3章 個人創業網路是捷徑································································································84
3.1 低門檻的造富神話........................................................................................................ 84
3.1.1 淘寶造富神話.............................................................................................................. 84
3.1.2 賣家應該賣什麼.......................................................................................................... 94
3.1.3 積累信譽............................................................................. ......... ........................... 101
3.1.4 注重推廣方式............................................................................................................ 104
3.2 淘寶市場分析..............................................................................................................114
3.2.1 理性分析自己............................................................................................................ 114
3.2.2 檢驗自己是否有核心競爭力................................................................................... 116
3.2.3 抓住淘寶的規則........................................................................................................ 117
3.3 個人通往世界貿易的渠道............................................................................................119
3.3.1 研究世界消費者的需求............................................................................................ 119
3.3.2 直接將商品賣給國外客戶的好處與弊病............................................................... 121
3.3.3 小額全球貿易模式.................................................................................................... 122
3.3.4 小額全球貿易平台.................................................................................................... 122
3.3.5 注意運費和關稅........................................................................................................ 124
第4章 網路贏利模式分析·············································125
4.1 網路贏利模式...................................................................................................... 125
4.1.1 直接銷售商品和服務................................................................................................ 125
4.1.2 直接提供服務............................................................................................................ 128
4.1.3 流量帶來的收益........................................................................................................ 137
4.2 做一個成功的流量收益商...........................................................................................142
4.2.1 流量交易的知識基礎................................................................................................ 142
4.2.2 做一個有收益的站長............................................................................................ 146
第5章 銷售型企業的網路平台搭建·······································151
5.1 如何建立自己的網站....................................................................................................151
5.1.1 簡單好記的域名........................................................................................................ 151
5.1.2 空間求穩不求大........................................................................................................ 151
5.1.3 網站備案很重要........................................................................................................ 153
5.1.4 如何搭建站點............................................................................................................ 154
5.1.5 內容充實很重要........................................................................................................ 157
5.1.6 用PHP搭建自己的直銷店...................................................................................... 160
5.2 平台的考量................................................................................................................... 163
5.3 價格體系的構建........................................................................................................... 168
5.3.1 網際網路時代價格體系的構建................................................................................... 168
5.3.2 網路價格不應衝擊實體價格................................................................................... 168
5.3.3 品牌工廠做網路行銷的重要意義........................................................................... 169
第6章 服務型企業做網商················································171
6.1 讓客戶看到你能出售的服務..................................................................................... 171
6.1.1 分類信息網站的作用................................................................................................ 171
6.1.2 專業服務型網站........................................................................................................ 175
6.2 搭建專業服務平台...................................................................................................... 180
6.2.1 搭建一個團購網........................................................................................................ 181
6.2.2 同城配送商城的搭建................................................................................................ 181
6.2.3 其他服務型平台的搭建............................................................................................ 182
6.2.4 如何拓展自己的服務型網站業務........................................................................... 183
6.3 多平台共用，全面推廣自己的業務..............................................................................185
第7章 構建內容型網站···················································187
7.1 間接贏利的內容型網站.............................................................................................187
7.1.1 內容型網站贏利模式................................................................................................ 187
7.1.2 如何充實內容............................................................................................................ 191
7.1.3 如何提高網站用戶的黏性........................................................................................ 198
7.1.4 網路喜歡創新題材.................................................................................................... 199
7.1.5 小型內容型網站的贏利構想................................................................................... 201
7.2 安心做流量...................................................................................................................202
7.2.1 如何搭建一個論壇.................................................................................................... 202
7.2.2 做一個專業型內容網站............................................................................................ 209
7.2.3 SNS社區平台的搭建............................................................................................... 213
7.2.4 視頻播放系統的搭建................................................................................................215
第8章 排名的重要性............................................. ................ ........................................217
8.1 如何免費提高網站的排名......................................................................................... 217
8.1.1 搜尋引擎如何收錄.................................................................................................... 217
8.1.2 搜尋引擎排名原則.................................................................................................... 220
8.1.3 儘量不要換域名........................................................................................................ 223
8.1.4 空間穩定十分重要.................................................................................................... 224
8.1.5 詳細研究SEO............................................................................................................ 224
8.2 各種各樣的促銷手段....................................................................................................226
8.2.1 實體經濟的促銷方法可以用在網路中................................................................... 226
8.2.2 利用促銷來吸引新客戶............................................................................................ 233
8.2.3 用網路促銷維護好客戶關係................................................................................... 236
第9章 管理網路平台..........................................................................................................240
9.1 如何吸引顧客...............................................................................................................240
9.1.1 有吸引力的標題........................................................................................................ 240
9.1.2 圖片的重要性............................................................................................................ 243
9.1.3 有競爭力的價格........................................................................................................ 246
9.1.4 在標題、寶貝圖片裡做文章................................................................................... 251
9.1.5 抓住來訪客戶............................................................................................................ 253
9.2 成本最低才能生存....................................................................................................... 253
9.2.1 成本控制.................................................................................................................... 253
9.2.2 尋找兼職客服............................................................................................................ 255
9.2.3 用軟體來提高工作效率............................................................................................ 256
9.2.4 諮詢專業運營公司的意見........................................................................................ 256
9.2.5 減少實體開銷............................................................................................................ 257
9.3 管理B2B 外貿網路..................................................................................................... 257
9.3.1 B2B的外貿平台........................................................................................................ 257
9.3.2 做好英文最佳化和內容構建........................................................................................ 258
9.3.3 出口流程.................................................................................................................... 259
9.3.4 客戶驗廠.................................................................................................................... 260
9.4 全球B2C 和C2C 的興起............................................................................................. 262
9.4.1 eBay全球購............................................................................................................... 262
9.4.2 淘寶全球購................................................................................................................ 263
9.4.3 敦煌網....................................................................................................................... 266
9.4.4 阿里速賣通模式........................................................................................................ 266
9.4.5 有付出總有收穫........................................................................................................ 267
9.4.6 不要盲目選平台........................................................................................................ 268
9.5 認真研究監測數據....................................................................................................... 269
9.5.1 如何插入數據外掛程式.................................................................................................... 269
9.5.2 量子恆道的參考價值................................................................................................ 270
9.5.3 如何進行數據分析.................................................................................................... 275
第10章 創新行銷無處不在································································································279
10.1 推銷於無形——軟文行銷......................................................................................... 279
10.1.1 軟文行銷歷史悠久.................................................................................................. 279
10.1.2 軟文的魅力.............................................................................................................. 280
10.1.3 如何寫一篇優秀的軟文..........................................................................................282
10.1.4 軟文中如何插入廣告點.......................................................................................... 286
10.1.5 插入連結時考慮是否會有反效果......................................................................... 287
10.1.6 多讀軟文................................................................................................................. 288
10.2 資源共享行銷............................................................................................................. 289
10.2.1 從傳統到網路的資源共享行銷............................................................................. 289
10.2.2 建立上下游的商友圈..............................................................................................290
10.2.3 互換友情連結.......................................................................................................... 291
10.2.4 同一家網店銷售的內在關聯................................................................................. 292
10.2.5 SNS力量很強大...................................................................................................... 293
10.3 野蠻行銷模式............................................................................................................ 294
10.3.1 電子郵件轟炸.......................................................................................................... 294
10.3.2 QQ、旺旺跳窗廣告................................................................................................ 296
10.3.3 QQ群、旺旺群廣告信息....................................................................................... 297
10.3.4 各式各樣的野蠻行銷.............................................................................................. 300
10.4 微博行銷..................................................................................................................... 302
10.4.1 微博的特點.............................................................................................................. 302
10.4.2 如何做好一個微博.................................................................................................. 303
10.4.3 增加微博冬粉是第一要務...................................................................................... 304
10.4.4 微博內容策劃.......................................................................................................... 305
10.5 評價的力量................................................................................................................. 308
10.5.1 網上評價就是信用.................................................................................................. 308
10.5.2 爭取客戶好評.......................................................................................................... 315
10.5.3 讓客戶多寫評語...................................................................................................... 316
10.5.4 讓客戶有好的追加評價.......................................................................................... 317
10.5.5 嚴防差評師.............................................................................................................. 318
10.6 百度貼吧、知道等行銷.............................................................................................. 320
10.6.1 百度的收費行銷...................................................................................................... 320
10.6.2 百度的貼吧行銷...................................................................................................... 321
10.6.3 一問一答的知道行銷模式...................................................................................... 323
10.6.4 充分利用百度.......................................................................................................... 324
10.7 分享行銷..................................................................................................................... 327
10.7.1 “朋友圈”行銷...................................................................................................... 327
10.7.2 QQ空間的作用.................................................................................................... .. . 328
10.7.3 形形色色的分享平台.............................................................................................. 331
10.8 新聞熱點行銷............................................................................................................ 332
10.8.1 隨時做好迎接新聞的準備...................................................................................... 333
10.8.2 新聞熱點策劃.......................................................................................................... 335
10.8.3 打造新聞熱點行銷.................................................................................................. 336
第11章 付費行銷···············································································································339
11.1 付費行銷模式............................................................................................................. 339
11.1.1 百度推廣................................................................................................................. 339
11.1.2 網路廣告................................................................................................................. 342
11.1.3 考慮廣告的費效比.................................................................................................. 345
11.2 淘寶直通車..................................................................................................................347
11.2.1 “開車”時間客服要線上...................................................................................... 349
11.2.2 關掉不必要的地區投放.......................................................................................... 351
11.2.3 設定合理的點擊價格.............................................................................................. 351
11.2.4 提升流量和品牌...................................................................................................... 355
11.3 阿里後台的付費工具.................................................................................................356
11.3.1 阿里巴巴的店鋪得分.............................................................................................. 356
11.3.2 一切為了留住客戶.................................................................................................. 358
11.3.3 網銷寶和標王.......................................................................................................... 358
11.3.4 黃金展位................................................................................................................. 360
11.4 巧用付費工具.............................................................................................................361
第12章 手機行銷···············································································································363
12.1 認識一下手機行銷.....................................................................................................363
12.1.1 手機行銷發展史...................................................................................................... 364
12.1.2 怎么做手機行銷...................................................................................................... 367
12.2 手機網路行銷基礎......................................................................................................370
12.2.1 搭建自己的WAP網站........................................................................................... 370
12.2.2 最佳化自己的淘寶手機站.......................................................................................... 375
12.2.3 製作自己的APP套用............................................................................................ 378
12.2.4 手機網站的推廣方式.............................................................................................. 379
12.3 手機套用行銷模式.....................................................................................................389
12.3.1 APP套用的賺錢模式............................................................................................. 389
12.3.2 APP的自身推廣...................................................................................................... 391
12.3.3 利用特殊APP進行的推廣.................................................................................... 391
作者簡介
丁奕盛
2005年畢業於西安交通大學，西安交大廈門校友會副會長，曾供職於國有、外資等多家企業，十多年來一直致力於研究利用網路提高企業經營業績，陸續投資電力設備製造廠、電子商務、節能能源管理等眾多領域，圈子涉及面廣，接觸製造業、外貿業、電子商務、醫療器械、工程管理、酒店賓館、廣告、快速消費品等眾多行業，在多年的投資和工作經歷中積累了豐富的經驗，對商品銷售、網路行銷有獨到見解。
