第 1 章 跨境電商概述 ·······················1 1.1　跨境電商的概念、特點與主要交易模式 ··················2 1.1.1　跨境電商的概念 ··············2 1.1.2　跨境電商的特點 ··············2 1.1.3　跨境電商的主要交易模式 ·················3 1.2　跨境電商的消費主體·················4 1.3　跨境電商的業(yè)務流程·················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)務模式 ···　12 1.5.2　速賣通平臺的規(guī)則 ·········　13 課后習題　·····················　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　跨境電商物流運費核算············　27 2.2.1　郵政運費核算 ···············　28 2.2.2　商業(yè)快遞運費核算 ·········　29 2.2.3　專線物流與海外倉運費核算 ···············　30 任務實訓　為發(fā)往全球的跨境包裹核算運費············　31 課后習題　·······················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　跨境電商選品報告··················50 3.3.1　撰寫跨境電商選品報告的注意事項 ···············50 3.3.2　跨境電商選品報告的核心內(nèi)容 ···················50 任務實訓　撰寫速賣通平臺女裝選品調(diào)研報告 ···········55 課后習題　···························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　品牌授權申請 ···············65 4.4　店鋪基本設置························67 4.4.1　賬戶設置 ·····················67 4.4.2　店鋪資產(chǎn)管理 ···············71 任務實訓　1 注冊一個用于賣女裝的速賣通賬號并成功認證 ···72 任務實訓　2 完成女裝經(jīng)營大類及品牌授權的申請 ···········73 課后習題　····················　73 第　5 章 速賣通運費模板設置、商品發(fā)布與店鋪裝修···········　75 5.1　運費模板設置························　76 5.1.1　速賣通物流整體方案 ······　76 5.1.2　運費模板的設置 ············　80 5.1.3　運費模板補充說明 ·········　84 5.2　商品發(fā)布 ·····························　85 5.2.1　基本信息編輯 ···············　85 5.2.2　庫存與價格編輯 ············　90 5.2.3　商品詳細描述編輯 ·········　95 5.2.4　包裝與物流編輯 ············　96 5.2.5　其他設置 ·····················　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 任務實訓　1 設置用于發(fā)布連衣裙、 手機殼和男鞋的　3 個類型的運費模板···········115 任務實訓　2 發(fā)布商品——女裝連衣裙················115 任務實訓　3 裝修無線端與 PC 端的速賣通女裝店鋪······115 課后習題　······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　付費規(guī)則 ···················　130 6.3.3　聯(lián)盟營銷計劃與管理·····　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置 ················　134 6.4.3　直通車推廣計劃設置·····　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 任務實訓　為速賣通女裝店鋪進行店鋪營銷與推廣 ······　141 課后習題　·　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——掌握實時交易數(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 ·················　152 7.2　產(chǎn)品與店鋪優(yōu)化···················　154 7.2.1　產(chǎn)品基礎優(yōu)化 ·············　154 7.2.2　產(chǎn)品曝光量與點擊率的提高 ············　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 任務實訓　1 分析速賣通女裝店鋪的3 款暢銷產(chǎn)品的數(shù)據(jù)····171 任務實訓　2 優(yōu)化速賣通女裝店鋪的兩款滯銷產(chǎn)品171 課后習題　172 第　8 章 速賣通客戶服務與訂單履約　173 8.1　客戶服務 ····························173 8.1.1　跨境電商客服的職責與 客戶咨詢的常見問題　·····174 8.1.2　售前溝通與服務 ···········176 8.1.3　售中溝通與服務 ···········177 8.1.4　售后溝通與服務···········　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 任務實訓　1 為速賣通女裝店鋪的客戶進行售前、售中和售后客戶服務　193 任務實訓　2 處理速賣通女裝店鋪訂單　193 課后習題　194 參考文獻　196