本書(shū)從全渠道數(shù)字化運(yùn)營(yíng)出發(fā)，采用活頁(yè)式的結(jié)構(gòu)編寫(xiě)，將全渠道數(shù)字化電商運(yùn)營(yíng)工作中需要掌握的 知識(shí)點(diǎn)與技能點(diǎn)重新提煉、梳理、整合，形成了5 個(gè)教學(xué)模塊，分別為電商運(yùn)營(yíng)認(rèn)知、傳統(tǒng)平臺(tái)運(yùn)營(yíng)、新 興渠道運(yùn)營(yíng)、跨境電商運(yùn)營(yíng)和拓展篇，內(nèi)容涵蓋基礎(chǔ)運(yùn)營(yíng)、網(wǎng)店推廣、活動(dòng)運(yùn)營(yíng)、直播運(yùn)營(yíng)、社群運(yùn)營(yíng)、 App商城運(yùn)營(yíng)、短視頻運(yùn)營(yíng)、智慧門(mén)店運(yùn)營(yíng)、進(jìn)口跨境電商平臺(tái)運(yùn)營(yíng)、出口跨境電商平臺(tái)運(yùn)營(yíng)、自建站運(yùn)營(yíng)、 財(cái)務(wù)管理和供應(yīng)鏈管理等，內(nèi)容深入淺出、淺顯易懂。同時(shí)，本書(shū)在每個(gè)模塊中都融入了實(shí)戰(zhàn)練習(xí)題，讓 讀者可以在學(xué)中練、練中學(xué)，幫助讀者全面了解全渠道數(shù)字化運(yùn)營(yíng)、電商運(yùn)營(yíng)工作中需要掌握的知識(shí)與技能。 本書(shū)適合作為職業(yè)院校電子商務(wù)、市場(chǎng)營(yíng)銷(xiāo)及相關(guān)專業(yè)的教材，也可作為從事電子商務(wù)工作及相關(guān)工 作的人員的參考用書(shū)，還可作為相關(guān)培訓(xùn)班的教學(xué)用書(shū)。
熊傳光，浙江經(jīng)貿(mào)職業(yè)技術(shù)學(xué)院電子商務(wù)專業(yè)教師，塔里木職業(yè)技術(shù)學(xué)院援疆教師，擔(dān)任塔里木職業(yè)技術(shù)學(xué)院經(jīng)濟(jì)管理學(xué)院院長(zhǎng)。具有豐富的電商實(shí)戰(zhàn)經(jīng)驗(yàn)，長(zhǎng)期從事農(nóng)村電商服務(wù)工作。擔(dān)任浙江省電子商務(wù)促進(jìn)會(huì)智庫(kù)成員，浙江省農(nóng)民大學(xué)特聘教師等。主持參與各類(lèi)橫向課題5項(xiàng)，公開(kāi)發(fā)表相關(guān)論文3篇，主編參編教材4本。工作期間曾獲得浙江省供銷(xiāo)系統(tǒng)改革開(kāi)放四十周年先進(jìn)個(gè)人，浙江省農(nóng)民大學(xué)優(yōu)秀教師，優(yōu)秀共產(chǎn)黨員等榮譽(yù)稱號(hào)。
第一篇? 電商運(yùn)營(yíng)認(rèn)知
思維導(dǎo)圖 .....................................................................................................................................1
項(xiàng)目一 走進(jìn)電商運(yùn)營(yíng) ..........................................................................................................2
任務(wù)一 電商運(yùn)營(yíng)基礎(chǔ)知識(shí) .....................................................................................................3
任務(wù)二 典型電商平臺(tái)的特點(diǎn)和規(guī)則 .....................................................................................7
第二篇 傳統(tǒng)平臺(tái)運(yùn)營(yíng)
思維導(dǎo)圖 ...................................................................................................................................13
項(xiàng)目二 基礎(chǔ)運(yùn)營(yíng) ...............................................................................................................14
任務(wù)一 商品學(xué)基本原理 .......................................................................................................16
任務(wù)二 網(wǎng)店商品的呈現(xiàn)邏輯 ...............................................................................................24
任務(wù)三 網(wǎng)店交易管理 ...........................................................................................................39
任務(wù)四 網(wǎng)店?duì)I銷(xiāo)工具與促銷(xiāo)活動(dòng) .......................................................................................44
任務(wù)五 網(wǎng)店物流管理 ...........................................................................................................56
任務(wù)六 網(wǎng)店運(yùn)營(yíng)輔助工具 ...................................................................................................65
項(xiàng)目三 網(wǎng)店推廣 ...............................................................................................................76
任務(wù)一 網(wǎng)店的 SEO ...............................................................................................................77
任務(wù)二 網(wǎng)店的 SEM ..............................................................................................................92
項(xiàng)目四 活動(dòng)運(yùn)營(yíng) ..............................................................................................................116
任務(wù)一 典型電商平臺(tái)活動(dòng)的類(lèi)型 ......................................................................................117
任務(wù)二 活動(dòng)選品技巧 .........................................................................................................120
任務(wù)三 活動(dòng)策劃與執(zhí)行 .....................................................................................................124
任務(wù)四 活動(dòng)復(fù)盤(pán) .................................................................................................................127
第三篇? 新興渠道運(yùn)營(yíng)
思維導(dǎo)圖 .................................................................................................................................133
項(xiàng)目五 直播運(yùn)營(yíng) .............................................................................................................134
任務(wù)一 認(rèn)識(shí)電商直播平臺(tái)及創(chuàng)建賬號(hào) .............................................................................135
任務(wù)二 直播前期準(zhǔn)備 .........................................................................................................145
任務(wù)三 直播內(nèi)容策劃與預(yù)熱 .............................................................................................148
任務(wù)四 直播實(shí)施與復(fù)盤(pán) .....................................................................................................153
項(xiàng)目六 社群運(yùn)營(yíng) .............................................................................................................158
任務(wù)一 社群構(gòu)建 .................................................................................................................159
任務(wù)二 社群維護(hù) .................................................................................................................162
任務(wù)三 社群變現(xiàn) .................................................................................................................165
項(xiàng)目七 App 商城運(yùn)營(yíng) .....................................................................................................169
任務(wù)一 App 發(fā)布 ..................................................................................................................170
任務(wù)二 App 推廣 ..................................................................................................................179
項(xiàng)目八 短視頻運(yùn)營(yíng) .........................................................................................................184
任務(wù)一 短視頻賬號(hào)的創(chuàng)建與定位 .....................................................................................185
任務(wù)二 短視頻制作 .............................................................................................................190
任務(wù)三 短視頻營(yíng)銷(xiāo) .............................................................................................................196
項(xiàng)目九 智慧門(mén)店運(yùn)營(yíng) ......................................................................................................203
任務(wù)一 營(yíng)銷(xiāo)渠道搭建 .........................................................................................................204
任務(wù)二 營(yíng)銷(xiāo)推廣 .................................................................................................................208
任務(wù)三 交易促成 .................................................................................................................212
任務(wù)四 復(fù)購(gòu)與裂變 .............................................................................................................217
第四篇 跨境電商運(yùn)營(yíng)
思維導(dǎo)圖 .................................................................................................................................223
項(xiàng)目十 進(jìn)口跨境電商平臺(tái)運(yùn)營(yíng) .......................................................................................224
任務(wù)一 天貓國(guó)際平臺(tái) .........................................................................................................225
任務(wù)二 京東國(guó)際平臺(tái) .........................................................................................................239
項(xiàng)目十一 出口跨境電商平臺(tái)運(yùn)營(yíng) ....................................................................................246
任務(wù)一 速賣(mài)通平臺(tái) .............................................................................................................247
任務(wù)二 亞馬遜平臺(tái) .............................................................................................................273
項(xiàng)目十二 自建站運(yùn)營(yíng) ......................................................................................................303
任務(wù)一 跨境電商建站 .........................................................................................................304
任務(wù)二 跨境電商運(yùn)營(yíng) .........................................................................................................317
任務(wù)三 跨境電商營(yíng)銷(xiāo)及數(shù)據(jù)分析 .....................................................................................327
任務(wù)四 跨境電商服務(wù) .........................................................................................................332
第五篇 拓展篇
思維導(dǎo)圖 .................................................................................................................................345
項(xiàng)目十三 財(cái)務(wù)管理 .........................................................................................................346
任務(wù)一 認(rèn)識(shí)財(cái)務(wù)報(bào)表 .........................................................................................................347
任務(wù)二 財(cái)務(wù)管理在網(wǎng)店規(guī)劃中的應(yīng)用 .............................................................................355
任務(wù)三 財(cái)務(wù)管理在活動(dòng)運(yùn)營(yíng)中的應(yīng)用 .............................................................................360
項(xiàng)目十四 供應(yīng)鏈管理 ......................................................................................................363
任務(wù)一 智能云倉(cāng) .................................................................................................................364
任務(wù)二 分倉(cāng)搭建 .................................................................................................................368
任務(wù)三 采購(gòu)管理 .................................................................................................................373
任務(wù)四 庫(kù)存管理 .................................................................................................................379
參考文獻(xiàn) ...........................................................................................................................385
書(shū)單推薦
