本教材根據(jù)跨境電商網(wǎng)絡(luò)營銷崗位的工作任務(wù)及能力要求而設(shè)計(jì)，分為七個(gè)項(xiàng)目，分別為：跨境網(wǎng)絡(luò)營銷認(rèn)知、跨境網(wǎng)絡(luò)營銷環(huán)境與市場(chǎng)調(diào)研、跨境網(wǎng)絡(luò)市場(chǎng)分析、跨境電商站外營銷工具、跨境電商站內(nèi)營銷工具、跨境電商網(wǎng)絡(luò)營銷數(shù)據(jù)分析、跨境網(wǎng)絡(luò)營銷策劃。通過對(duì)本書的學(xué)習(xí)，學(xué)生不僅能夠掌握在網(wǎng)絡(luò)條件下開展跨境網(wǎng)絡(luò)市場(chǎng)調(diào)研以及各種跨境網(wǎng)絡(luò)營銷的技術(shù)手段和方法，還基本能夠獨(dú)立分析和解決跨境網(wǎng)絡(luò)營銷實(shí)踐中遇到的問題。 本書可作為高職院�？缇畴娮由虅�(wù)、國際經(jīng)濟(jì)與貿(mào)易、物流管理、國際商務(wù)等專業(yè)相關(guān)課程的教材，也可作為跨境電商行業(yè)從業(yè)人員的學(xué)習(xí)及培訓(xùn)用書。
梁娟娟（女），副教授，獲全國優(yōu)秀教師、南粵優(yōu)秀教師稱號(hào)。阿里巴巴跨境電商數(shù)據(jù)運(yùn)營高級(jí)考評(píng)員。擁有二十年電子商務(wù)一線教學(xué)和培訓(xùn)經(jīng)驗(yàn)。編寫電子商務(wù)相關(guān)教材10部。指導(dǎo)學(xué)生參加專業(yè)技能大賽獲得全國特等獎(jiǎng)2項(xiàng)、全國一等獎(jiǎng)8項(xiàng)目，全國二等獎(jiǎng)6項(xiàng)，省級(jí)一等獎(jiǎng)4項(xiàng)，省級(jí)二等獎(jiǎng)10項(xiàng)。十次獲得大賽優(yōu)秀指導(dǎo)教師。
項(xiàng)目一 跨境網(wǎng)絡(luò)營銷認(rèn)知 ·········································································001
任務(wù)一 認(rèn)識(shí)跨境電子商務(wù)·····································································003
任務(wù)二 認(rèn)識(shí)跨境網(wǎng)絡(luò)營銷····································································.011
項(xiàng)目二 跨境網(wǎng)絡(luò)營銷環(huán)境與市場(chǎng)調(diào)研 ·························································018
任務(wù)一 跨境網(wǎng)絡(luò)營銷環(huán)境·····································································020
任務(wù)二 跨境網(wǎng)絡(luò)市場(chǎng)調(diào)研內(nèi)容·······························································034
任務(wù)三 跨境網(wǎng)絡(luò)市場(chǎng)調(diào)研的方法和步驟···················································047
項(xiàng)目三 跨境網(wǎng)絡(luò)市場(chǎng)分析 ·········································································062
任務(wù)一 跨境網(wǎng)絡(luò)消費(fèi)者分析··································································064
任務(wù)二 跨境網(wǎng)絡(luò)市場(chǎng)細(xì)分·····································································075
任務(wù)三 跨境網(wǎng)絡(luò)目標(biāo)市場(chǎng)定位·······························································084
項(xiàng)目四 跨境電商站外營銷工具···································································090
任務(wù)一 搜索引擎營銷···········································································092
任務(wù)二 電子郵件營銷···········································································105
任務(wù)三 海外社交媒體營銷····································································.110
任務(wù)四 社群營銷·················································································131
項(xiàng)目五 跨境電商站內(nèi)營銷工具···································································135
任務(wù)一 亞馬遜站內(nèi)營銷活動(dòng)··································································137
任務(wù)二 敦煌網(wǎng)站內(nèi)營銷活動(dòng)··································································150
任務(wù)三 速賣通直通車付費(fèi)推廣·······························································161
項(xiàng)目六 跨境電商網(wǎng)絡(luò)營銷數(shù)據(jù)分析·····························································167
任務(wù)一 數(shù)據(jù)分析的認(rèn)知········································································169
任務(wù)二 跨境電商數(shù)據(jù)分析的認(rèn)知····························································174
任務(wù)三 跨境電商主流平臺(tái)店鋪數(shù)據(jù)分析 ·················································.191
項(xiàng)目七 跨境網(wǎng)絡(luò)營銷策劃 ·······································································.226
任務(wù)一 跨境網(wǎng)絡(luò)品牌營銷策劃 ·····························································.229
任務(wù)二 跨境網(wǎng)絡(luò)產(chǎn)品營銷策劃 ·····························································.242
任務(wù)三 跨境網(wǎng)絡(luò)活動(dòng)營銷策劃 ·····························································.248
附錄 A：實(shí)訓(xùn)平臺(tái)免費(fèi)賬號(hào)開通指引 ···························································.254
參考文獻(xiàn) ································································································.256
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