本教材根據(jù)全渠道數(shù)字化運營中網(wǎng)絡營銷崗位的工作要求，提煉、梳理并整合了相關知識點和技能 點。本教材按照模塊化課程建設要求設置了四大學習模塊，分別為基礎認知與市場分析，網(wǎng)絡營銷平臺 搭建，網(wǎng)絡營銷工具、方式與方法，網(wǎng)絡營銷綜合案例分析，內容涵蓋了初始網(wǎng)絡營銷、網(wǎng)絡營銷市場 分析（場）、網(wǎng)絡環(huán)境下商品認知（貨）、網(wǎng)絡環(huán)境下消費者行為分析（人）、營銷平臺搭建、SEO 與 SEM、網(wǎng)絡廣告、微信營銷、微博營銷、社群營銷、直播營銷與短視頻營銷等內容，內容緊貼崗位實際。 本教材以具有特色的“案例精選”為引領，配合“相關知識”和“項目實訓”，積極探索、落實了理實 一體化教學，內容深入淺出，通過做中學、學中做，舉一反三，幫助讀者全面了解、掌握全渠道數(shù)字化 運營中網(wǎng)絡營銷工作崗位的知識與技能。同時，通過“思政小課堂”將素質教育有機融入項目學習中。 本教材采用活頁式的教材編寫形式，適合作為職業(yè)院校電子商務、市場營銷及相關專業(yè)的教材，也 可作為從事電子商務、網(wǎng)絡營銷及相關從業(yè)人員的參考用書，還可作為相關培訓班的教學用書。
商瑋教授，浙江經(jīng)貿職業(yè)技術學院原院長，研究方向為電子商務、網(wǎng)絡營銷。中國電子商務協(xié)會高級專家，二級電子商務師，全國農(nóng)業(yè)職業(yè)教育教學名師，浙江省高職工商管理類教學指導委員會電子商務分委會副主任，中國高等職業(yè)技術教育研究會電子商務與物流專業(yè)協(xié)作委員會常務理事，TTT國際職業(yè)培訓師，浙江省高職高專學科帶頭人，浙江省電子商務特色專業(yè)主持人。
模塊一 基礎認知與市場分析
項目一 初識網(wǎng)絡營銷...........................................................................................................2
學習目標 ..........................................................................................................................2
項目概述 ..........................................................................................................................2
知識學習 ..........................................................................................................................2
相關案例 ..........................................................................................................................10
項目二 網(wǎng)絡營銷市場分析（場）.......................................................................................14
學習目標 ..........................................................................................................................14
項目概述 ..........................................................................................................................14
知識學習 ..........................................................................................................................14
相關案例 ..........................................................................................................................20
項目三 網(wǎng)絡環(huán)境下商品認知（貨）...................................................................................22
學習目標 ..........................................................................................................................22
項目概述 ..........................................................................................................................22
知識學習 ..........................................................................................................................22
相關案例 ..........................................................................................................................26
項目四 網(wǎng)絡環(huán)境下消費者行為分析（人）.......................................................................30
學習目標 ..........................................................................................................................30
項目概述 ..........................................................................................................................30
知識學習 ..........................................................................................................................30
相關案例 ..........................................................................................................................38
模塊二 網(wǎng)絡營銷平臺搭建
項目五 營銷平臺搭建...........................................................................................................44
學習目標 ..........................................................................................................................44
項目概述 ..........................................................................................................................44
案例精選——營銷平臺搭建：馬蜂窩 ...........................................................................45
相關知識 ..........................................................................................................................65
項目實訓 ..........................................................................................................................72
項目六 SEO 與 SEM .............................................................................................................74
學習目標 ..........................................................................................................................74
項目概述 ..........................................................................................................................74
案例精選——SEO 與 SEM：網(wǎng)易云課堂 .....................................................................75
相關知識 ..........................................................................................................................100
項目實訓 ..........................................................................................................................104
模塊三 網(wǎng)絡營銷工具、方式與方法
項目七 網(wǎng)絡廣告...................................................................................................................108
學習目標 ..........................................................................................................................108
項目概述 ..........................................................................................................................108
案例精選——家裝品牌網(wǎng)絡廣告營銷：智樂居 ...........................................................109
相關知識 ..........................................................................................................................113
項目實訓 ..........................................................................................................................123
項目八 微信營銷...................................................................................................................125
學習目標 ..........................................................................................................................125
項目概述 ..........................................................................................................................125
案例精選——女裝品牌微信營銷：譚飛女裝 ...............................................................126
相關知識 ..........................................................................................................................139
項目實訓 ..........................................................................................................................147
項目九 微博營銷...................................................................................................................150
學習目標 ..........................................................................................................................150
項目概述 ..........................................................................................................................150
案例精選——微博推廣：喜馬拉雅 ...............................................................................151
相關知識 ..........................................................................................................................159
項目實訓 ..........................................................................................................................166
項目十 社群營銷...................................................................................................................168
學習目標 ..........................................................................................................................168
項目概述 ..........................................................................................................................168
案例精選——私域流量的沉淀與運營：百果園 ...........................................................169
相關知識 ..........................................................................................................................179
項目實訓 ..........................................................................................................................183
項目十一 直播營銷與短視頻營銷.......................................................................................185
學習目標 ..........................................................................................................................185
項目概述 ..........................................................................................................................185
案例精選——“直播 + 短視頻”雙輪驅動：洪陵羊絨 ..............................................186
相關知識 ..........................................................................................................................202
項目實訓 ..........................................................................................................................208
項目十二 其他媒體營銷.......................................................................................................211
學習目標 ..........................................................................................................................211
項目概述 ..........................................................................................................................211
案例精選——多平臺聯(lián)動：攜程旅行網(wǎng) .......................................................................212
相關知識 ..........................................................................................................................224
項目實訓 ..........................................................................................................................229
模塊四 網(wǎng)絡營銷綜合案例分析
項目十三 網(wǎng)絡營銷方案策劃與實施...................................................................................234
學習目標 ..........................................................................................................................234
項目概述 ..........................................................................................................................234
案例精選——屈臣氏品牌網(wǎng)絡營銷方案策劃與實施 ...................................................235
相關知識 ..........................................................................................................................250
項目實訓 ..........................................................................................................................253
項目十四 網(wǎng)絡營銷效果分析...............................................................................................256
學習目標 ..........................................................................................................................256
項目概述 ..........................................................................................................................256
案例精選——i 博導平臺網(wǎng)絡營銷效果分析 .................................................................256
相關知識 ..........................................................................................................................269
項目實訓 ..........................................................................................................................273
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