網(wǎng)絡(luò)營(yíng)銷操作實(shí)務(wù)（第3版）
定 價(jià)：34 元
- 作者：李亮懷
- 出版時(shí)間：2019/12/1
- ISBN：9787121344947
- 出 版 社：電子工業(yè)出版社
- 中圖法分類：F713.365.2
- 頁(yè)碼：256
- 紙張：
- 版次：01
- 開本：16開
本書通過(guò)典型的營(yíng)銷案例和清晰易懂的操作步驟，介紹了網(wǎng)絡(luò)營(yíng)銷的基礎(chǔ)知識(shí)和操作技能，系統(tǒng)地幫助讀者熟悉網(wǎng)絡(luò)營(yíng)銷的工作任務(wù)和操作方法，快速掌握網(wǎng)絡(luò)營(yíng)銷的應(yīng)用技能。全書主要內(nèi)容包括：網(wǎng)絡(luò)營(yíng)銷概述、網(wǎng)絡(luò)營(yíng)銷調(diào)研、網(wǎng)絡(luò)營(yíng)銷策略、網(wǎng)絡(luò)廣告營(yíng)銷、搜索引擎營(yíng)銷、軟文營(yíng)銷、電子郵件營(yíng)銷、移動(dòng)營(yíng)銷、O2O營(yíng)銷和其他營(yíng)銷。每章均以案例導(dǎo)入，由問(wèn)題、任務(wù)、練一練、想一想、探究、拓展、技能訓(xùn)練、測(cè)一測(cè)等構(gòu)成學(xué)習(xí)模塊，以課堂活動(dòng)引導(dǎo)知識(shí)的學(xué)習(xí)，以清晰的操作指引、配套的實(shí)操習(xí)題滿足讀者的學(xué)習(xí)需求。本書可讀性強(qiáng)，具有較好的實(shí)用性和可操作性，方便教師組織教學(xué)，適合學(xué)生自主學(xué)習(xí)�？勺鳛槁殬I(yè)院校電子商務(wù)專業(yè)的教材，也可作為其他商貿(mào)類專業(yè)和信息類專業(yè)的教學(xué)用書，同時(shí)還可供企業(yè)員工培訓(xùn)和網(wǎng)絡(luò)營(yíng)銷愛好者、創(chuàng)業(yè)者自學(xué)使用。
十余年一線教師授課經(jīng)驗(yàn)，肇慶市優(yōu)秀教師，參與高教社、電子社的多本教材編寫。主要寫作范圍電子商務(wù)、市場(chǎng)營(yíng)銷等。十余年一線教師授課經(jīng)驗(yàn)。
第1 章 網(wǎng)絡(luò)營(yíng)銷概述 ............................................................................................................. 1
1.1 網(wǎng)絡(luò)營(yíng)銷的含義 ..................................................................................................................... 2
1.2 網(wǎng)絡(luò)營(yíng)銷的技術(shù)基礎(chǔ) ............................................................................................................. 8
1.3 網(wǎng)絡(luò)營(yíng)銷崗位 ........................................................................................................................ 13
1.4 網(wǎng)絡(luò)營(yíng)銷職業(yè)準(zhǔn)則 ................................................................................................................ 18
第2 章 網(wǎng)絡(luò)營(yíng)銷調(diào)研 ............................................................................................................ 26
2.1 網(wǎng)絡(luò)營(yíng)銷調(diào)研概述 ................................................................................................................ 27
2.2 網(wǎng)絡(luò)營(yíng)銷調(diào)研方法和策略 ..................................................................................................... 31
2.3 分析和定位目標(biāo)客戶 ............................................................................................................ 39
2.4 管理目標(biāo)客戶關(guān)系 ................................................................................................................ 46
第3 章 網(wǎng)絡(luò)營(yíng)銷策略 ............................................................................................................ 56
3.1 產(chǎn)品營(yíng)銷策略 ........................................................................................................................ 57
3.2 定價(jià)策略 ................................................................................................................................ 61
3.3 網(wǎng)絡(luò)營(yíng)銷渠道策略 ................................................................................................................ 64
3.4 網(wǎng)絡(luò)促銷策略 ........................................................................................................................ 66
第4 章 網(wǎng)絡(luò)廣告營(yíng)銷 ............................................................................................................ 76
4.1 網(wǎng)絡(luò)廣告營(yíng)銷概述 ................................................................................................................ 78
4.2 實(shí)施網(wǎng)絡(luò)廣告營(yíng)銷 ................................................................................................................ 84
第5 章 搜索引擎營(yíng)銷 .......................................................................................................... 102
5.1 搜索引擎營(yíng)銷概述 .............................................................................................................. 103
5.2 實(shí)施搜索引擎營(yíng)銷 .............................................................................................................. 108
5.3 評(píng)估搜索引擎營(yíng)銷效果 ....................................................................................................... 115
第6 章 軟文營(yíng)銷 ................................................................................................................... 125
6.1 軟文營(yíng)銷概述 ...................................................................................................................... 126
6.2 軟文營(yíng)銷的方法、策略與軟文撰寫 ................................................................................... 129
6.3 論壇營(yíng)銷 .............................................................................................................................. 136
6.4 博客營(yíng)銷 .............................................................................................................................. 140
第7 章 電子郵件營(yíng)銷 .......................................................................................................... 148
7.1 電子郵件營(yíng)銷概述 .............................................................................................................. 149
7.2 策劃和實(shí)施電子郵件營(yíng)銷 ................................................................................................... 153
7.3 電子郵件營(yíng)銷的效果評(píng)測(cè) ................................................................................................... 162
第8 章 移動(dòng)營(yíng)銷 ................................................................................................................... 174
8.1 移動(dòng)營(yíng)銷概述 ...................................................................................................................... 175
8.2 二維碼營(yíng)銷 .......................................................................................................................... 179
8.3 APP 營(yíng)銷 .............................................................................................................................. 183
8.4 微信營(yíng)銷 .............................................................................................................................. 187
8.5 微博營(yíng)銷 .............................................................................................................................. 196
8.6 QQ 移動(dòng)營(yíng)銷 ........................................................................................................................ 200
第9 章 O2O 營(yíng)銷 .................................................................................................................. 208
9.1 O2O 營(yíng)銷概述 ...................................................................................................................... 209
9.2 O2O 營(yíng)銷模式 ...................................................................................................................... 213
9.3 O2O 營(yíng)銷技巧 ...................................................................................................................... 216
第10 章 其他營(yíng)銷 ................................................................................................................ 225
10.1 口碑營(yíng)銷 ............................................................................................................................ 226
10.2 事件營(yíng)銷 ............................................................................................................................ 233
10.3 視頻營(yíng)銷 ............................................................................................................................ 236
10.4 淘寶網(wǎng)營(yíng)銷 ........................................................................................................................ 240
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