《跨境電商行銷策劃》是2021年電子工業出版社出版的圖書。
基本介紹
- 中文名：跨境電商行銷策劃
- 作者：何雄
- 出版社：電子工業出版社
- 出版時間：2021年12月
- ISBN：9787121424274
內容簡介,圖書目錄,
內容簡介
本書以整合行銷、數字行銷在跨境電商領域中的套用為主題，嘗試構建跨境電商行銷策劃體系，全書共分為12章，包括概論、市場與品牌策劃、客戶策劃、選品與供應鏈、定價與促銷、視覺行銷、電商平台行銷、搜尋引擎行銷、社媒行銷、EDM直復行銷、服務行銷和行銷創新。通過本書的學習，讀者應能對數字行銷有系統認識，並能產出較專業的跨境電商行銷策劃案。 本書是跨境電商B2B數據運營職業技能等級證書高級配套教材，可作為雙高職業學院和套用技術型本科院校跨境電子商務、電子商務、國際經濟與貿易、商務英語等相關專業教材，也可供跨境電商套用企業行銷策劃人閱讀。
作者簡介
圖書目錄
章概論···················································································································.1
節數字行銷時代···································································································.2
第二節行銷基礎·········································································································.5
第三節數字時代的跨境電商行銷策劃··············································································.8
第四節 CMO及其團隊·······························································································.12
本章小結···················································································································.17
本章習題···················································································································.17
第二章市場與品牌戰略·······························································································.18
節市場調查·······································································································.19
第二節目標市場·······································································································.28
第三節定················································································································.31
第四節品················································································································.36
第五節市場戰略策劃·································································································.42
本章小結···················································································································.47
本章練習···················································································································.47
第三章客戶策劃··········································································································.49
節客戶洞察·······································································································.50
第二節客戶運營·······································································································.54
第三節客戶價值評價·································································································.60
第四節客戶運營策劃·································································································.62
本章小結···················································································································.64
本章習題···················································································································.65
第四章產品與供應鏈策劃····························································································.66
節理解產品·······································································································.67
第二節選················································································································.75
第三節跨境供應鏈選擇······························································································.88
第四節產品運營·······································································································.91
第五節產品與供應鏈策劃···························································································.97
本章小結··················································································································.101
本章習題··················································································································.101
第五章定價與促銷·····································································································.103
節定價基礎······································································································.104
第二節定價實踐······································································································.108
第三節促···············································································································.113
第四節促銷策劃·········································································
