跨境電商實(shí)務(wù):速賣通運(yùn)營與實(shí)操(微課版)
定 價(jià):46 元
- 作者:余以勝 呂星海 楊澤乾
- 出版時(shí)間:2022/1/1
- ISBN:9787115577160
- 出 版 社:人民郵電出版社
- 中圖法分類:F713.365.2
- 頁碼:196
- 紙張:
- 版次:01
- 開本:16開
本書著眼于實(shí)戰(zhàn),遵循跨境電商行業(yè)人才從新手、熟手到能手的成長規(guī)律,將理論結(jié)合實(shí)際,從零基礎(chǔ)開始,系統(tǒng)、全面地講解速賣通跨境電商平臺運(yùn)營的基礎(chǔ)知識和應(yīng)用技巧。本書按店鋪運(yùn)營操作流程設(shè)計(jì),內(nèi)容包括跨境電商概述、跨境電商物流、行業(yè)選品、注冊開店、產(chǎn)品發(fā)布與店鋪裝修、店鋪營銷與推廣、數(shù)據(jù)分析與店鋪優(yōu)化、客戶服務(wù)與訂單處理等內(nèi)容,還設(shè)計(jì)了與內(nèi)容匹配、能滿足行業(yè)職業(yè)技能需求的獨(dú)特的配套任務(wù)實(shí)訓(xùn)模塊。本書基于編者多年跨境電商運(yùn)營經(jīng)驗(yàn)、跨境電商教學(xué)經(jīng)驗(yàn)以及帶領(lǐng)跨境電商學(xué)生團(tuán)隊(duì)創(chuàng)業(yè)的經(jīng)驗(yàn)編寫而成,內(nèi)容通俗易懂,后臺數(shù)據(jù)均來源于企業(yè)真實(shí)運(yùn)作案例,是一本不可多得的實(shí)戰(zhàn)型教材。
本書既可作為高等職業(yè)學(xué)校和普通高等學(xué)校電子商務(wù)類、經(jīng)濟(jì)管理類、國際貿(mào)易類和跨境電商類專業(yè)的跨境電商實(shí)務(wù)相關(guān)課程的教材,也可作為有意從事跨境電商運(yùn)營工作的人員的入門指導(dǎo)書,還可作為在電子商務(wù)及外貿(mào)行業(yè)從事跨境電商相關(guān)工作的人員、培訓(xùn)機(jī)構(gòu)的參考用書。
1.基于速賣通平臺:速賣通作為阿里巴巴未來國際化的重要戰(zhàn)略產(chǎn)品,已成為全球活躍的跨境電商平臺之一,基于其操作頁面簡潔、社區(qū)及客戶培訓(xùn)體系完備、產(chǎn)品符合新興市場需求的特點(diǎn),非常適合教學(xué)講解及初級賣家上手實(shí)踐。
2.體例新穎:將跨境行業(yè)開店運(yùn)營工作流程內(nèi)容轉(zhuǎn)化為學(xué)習(xí)任務(wù),按照章節(jié)(項(xiàng)目)-任務(wù)式的教材編寫方式,共規(guī)劃了8個(gè)章節(jié)(項(xiàng)目)23個(gè)任務(wù),以及11大專題任務(wù)實(shí)訓(xùn)。
3.系統(tǒng)性強(qiáng):以行業(yè)內(nèi)跨境工作流程和店鋪運(yùn)營的規(guī)律由淺入深地精選教學(xué)內(nèi)容,既有基礎(chǔ)知識的講解,也有應(yīng)用技能的提升。
4.實(shí)戰(zhàn)性強(qiáng):教材中的實(shí)例、數(shù)據(jù)和圖表均來自于企業(yè)、平臺真實(shí)店鋪的數(shù)據(jù),有利于讀者直觀地了解操作流程和進(jìn)行數(shù)據(jù)分析;實(shí)訓(xùn)任務(wù)均與跨境行業(yè)工作任務(wù)一致,近距離與真實(shí)的跨境平臺接軌。
余以勝,男,華南師范大學(xué)副教授,碩士生導(dǎo)師。2009.7,博士畢業(yè)后被分配至華南師范大學(xué)任教,2012年12月被評為副教授;2016年擔(dān)任經(jīng)管學(xué)院情報(bào)學(xué)專業(yè)碩士生導(dǎo)師。目前主要研究電子商務(wù)、社會化媒體。在《情報(bào)學(xué)報(bào)》、《圖書情報(bào)工作》等CSSCI來源期刊上發(fā)表論文40余篇。公開出版著作2部。
第 1 章 跨境電商概述 ·······················1
1.1 跨境電商的概念、特點(diǎn)與主要交易模式 ··················2
1.1.1 跨境電商的概念 ··············2
1.1.2 跨境電商的特點(diǎn) ··············2
1.1.3 跨境電商的主要交易模式 ·················3
1.2 跨境電商的消費(fèi)主體·················4
1.3 跨境電商的業(yè)務(wù)流程·················6
1.4 跨境電商平臺··························7
1.4.1 跨境電商平臺的組成板塊 ···8
1.4.2 跨境電商平臺入駐選擇的要素 ········· 10
1.4.3 主流跨境電商平臺 ········· 10
1.5 速賣通平臺概述····················· 12
1.5.1 速賣通平臺的業(yè)務(wù)模式 ··· 12
1.5.2 速賣通平臺的規(guī)則 ········· 13
課后習(xí)題 ····················· 17
第 2 章 跨境電商物流 ····················· 19
2.1 跨境電商物流體系·················· 19
2.1.1 郵政體系 ····················· 20
2.1.2 商業(yè)快遞 ····················· 22
2.1.3 專線物流 ····················· 24
2.1.4 海外倉 ························ 25
2.2 跨境電商物流運(yùn)費(fèi)核算············ 27
2.2.1 郵政運(yùn)費(fèi)核算 ··············· 28
2.2.2 商業(yè)快遞運(yùn)費(fèi)核算 ········· 29
2.2.3 專線物流與海外倉運(yùn)費(fèi)核算 ··············· 30
任務(wù)實(shí)訓(xùn) 為發(fā)往全球的跨境包裹核算運(yùn)費(fèi)············ 31
課后習(xí)題 ·······················32
第 3 章 速賣通選品·························34
3.1 跨境電商選品概述··················35
3.1.1 跨境電商選品的 6 原則 ···················35
3.1.2 產(chǎn)品定位的 5 種方法·······35
3.2 線上與線下選品·····················36
3.2.1 線上——站內(nèi)選品··········36
3.2.2 線上——站外選品··········45
3.2.3 線下選品 ·····················49
3.3 跨境電商選品報(bào)告··················50
3.3.1 撰寫跨境電商選品報(bào)告的注意事項(xiàng) ···············50
3.3.2 跨境電商選品報(bào)告的核心內(nèi)容 ···················50
任務(wù)實(shí)訓(xùn) 撰寫速賣通平臺女裝選品調(diào)研報(bào)告 ···········55
課后習(xí)題 ···························55
第 4 章 速賣通入駐開店 ··················57
4.1 速賣通平臺入駐開店流程·········57
4.2 速賣通賬號注冊與認(rèn)證············58
4.3 招商入駐······························60
4.3.1 經(jīng)營大類申請 ···············60
4.3.2 品牌授權(quán)申請 ···············65
4.4 店鋪基本設(shè)置························67
4.4.1 賬戶設(shè)置 ·····················67
4.4.2 店鋪資產(chǎn)管理 ···············71
任務(wù)實(shí)訓(xùn) 1 注冊一個(gè)用于賣女裝的速賣通賬號并成功認(rèn)證 ···72
任務(wù)實(shí)訓(xùn) 2 完成女裝經(jīng)營大類及品牌授權(quán)的申請 ···········73
課后習(xí)題 ···················· 73
第 5 章 速賣通運(yùn)費(fèi)模板設(shè)置、商品發(fā)布與店鋪裝修··········· 75
5.1 運(yùn)費(fèi)模板設(shè)置························ 76
5.1.1 速賣通物流整體方案 ······ 76
5.1.2 運(yùn)費(fèi)模板的設(shè)置 ············ 80
5.1.3 運(yùn)費(fèi)模板補(bǔ)充說明 ········· 84
5.2 商品發(fā)布 ····························· 85
5.2.1 基本信息編輯 ··············· 85
5.2.2 庫存與價(jià)格編輯 ············ 90
5.2.3 商品詳細(xì)描述編輯 ········· 95
5.2.4 包裝與物流編輯 ············ 96
5.2.5 其他設(shè)置 ····················· 97
5.3 店鋪裝修與優(yōu)化····················· 98
5.3.1 店鋪裝修規(guī)劃 ··············· 98
5.3.2 店鋪裝修 ····················100
5.3.3 店鋪優(yōu)化 ····················112
任務(wù)實(shí)訓(xùn) 1 設(shè)置用于發(fā)布連衣裙、
手機(jī)殼和男鞋的 3 個(gè)類型的運(yùn)費(fèi)模板···········115
任務(wù)實(shí)訓(xùn) 2 發(fā)布商品——女裝連衣裙················115
任務(wù)實(shí)訓(xùn) 3 裝修無線端與 PC 端的速賣通女裝店鋪······115
課后習(xí)題 ······116
第 6 章 速賣通店鋪營銷與推廣 ·······118
6.1 營銷活動 ····························119
6.1.1 平臺活動 ····················119
6.1.2 店鋪活動 ····················121
6.2 客戶管理與營銷····················124
6.2.1 客戶管理 ····················124
6.2.2 客戶營銷 ····················125
6.3 聯(lián)盟營銷···························· 130
6.3.1 營銷優(yōu)勢 ··················· 130
6.3.2 付費(fèi)規(guī)則 ··················· 130
6.3.3 聯(lián)盟營銷計(jì)劃與管理····· 131
6.4 直通車推廣························· 133
6.4.1 直通車概述 ················ 133
6.4.2 直通車的功能模塊及設(shè)置 ················ 134
6.4.3 直通車推廣計(jì)劃設(shè)置····· 136
6.5 內(nèi)容營銷···························· 138
6.5.1 粉絲營銷 ··················· 138
6.5.2 直播推廣 ··················· 139
6.5.3 社交媒體推廣 ············· 140
任務(wù)實(shí)訓(xùn) 為速賣通女裝店鋪進(jìn)行店鋪營銷與推廣 ······ 141
課后習(xí)題 · 141
第 7 章 速賣通數(shù)據(jù)分析、產(chǎn)品與店鋪優(yōu)化············ 143
7.1 數(shù)據(jù)分析···························· 143
7.1.1 流量分析——挖掘客戶來源 ················ 144
7.1.2 品類分析——掌握實(shí)時(shí)交易數(shù)據(jù) ············ 147
7.1.3 營銷分析——掌握店鋪營銷效果 ············ 151
7.1.4 物流分析——提升客戶體驗(yàn) ················· 152
7.2 產(chǎn)品與店鋪優(yōu)化··················· 154
7.2.1 產(chǎn)品基礎(chǔ)優(yōu)化 ············· 154
7.2.2 產(chǎn)品曝光量與點(diǎn)擊率的提高 ············ 160
7.2.3 回訪率與回購率的提高 ·· 16
7.2.4 產(chǎn)品轉(zhuǎn)化率的提高 ········167
任務(wù)實(shí)訓(xùn) 1 分析速賣通女裝店鋪的3 款暢銷產(chǎn)品的數(shù)據(jù)····171
任務(wù)實(shí)訓(xùn) 2 優(yōu)化速賣通女裝店鋪的兩款滯銷產(chǎn)品171
課后習(xí)題 172
第 8 章 速賣通客戶服務(wù)與訂單履約 173
8.1 客戶服務(wù) ····························173
8.1.1 跨境電商客服的職責(zé)與
客戶咨詢的常見問題 ·····174
8.1.2 售前溝通與服務(wù) ···········176
8.1.3 售中溝通與服務(wù) ···········177
8.1.4 售后溝通與服務(wù)··········· 180
8.2 訂單履約···························· 183
8.2.1 訂單物流方案選擇········ 184
8.2.2 訂單發(fā)貨 ··················· 185
8.2.3 訂單包裝 190
任務(wù)實(shí)訓(xùn) 1 為速賣通女裝店鋪的客戶進(jìn)行售前、售中和售后客戶服務(wù) 193
任務(wù)實(shí)訓(xùn) 2 處理速賣通女裝店鋪訂單 193
課后習(xí)題 194
參考文獻(xiàn) 196
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