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，分為七個項目，分別為：跨境網(wǎng)絡(luò)營銷認(rèn)知、跨境網(wǎng)絡(luò)營銷環(huán)境與市場調(diào)研、跨境網(wǎng)絡(luò)市場分析、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，還基本能夠獨立分析和解決跨境網(wǎng)絡(luò)營銷實踐中遇到的問題。 本書可作為高職院校跨境電子商務(wù)、國際經(jīng)濟與貿(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。阿里巴巴跨境電商數(shù)據(jù)運營高級考評員。擁有二十年電子商務(wù)一線教學(xué)和培訓(xùn)經(jīng)驗。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2項、全國一等獎8項目，全國二等獎6項，省級一等獎4項，省級二等獎10項。十次獲得大賽優(yōu)秀指導(dǎo)教師。
項目一 跨境網(wǎng)絡(luò)營銷認(rèn)知 ·········································································001
任務(wù)一 認(rèn)識跨境電子商務(wù)·····································································003
任務(wù)二 認(rèn)識跨境網(wǎng)絡(luò)營銷····································································.011
項目二 跨境網(wǎng)絡(luò)營銷環(huán)境與市場調(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)市場調(diào)研內(nèi)容·······························································034
任務(wù)三 跨境網(wǎng)絡(luò)市場調(diào)研的方法和步驟···················································047
項目三 跨境網(wǎng)絡(luò)市場分析 ·········································································062
任務(wù)一 跨境網(wǎng)絡(luò)消費者分析··································································064
任務(wù)二 跨境網(wǎng)絡(luò)市場細(xì)分·····································································075
任務(wù)三 跨境網(wǎng)絡(luò)目標(biāo)市場定位·······························································084
項目四 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··································································137
任務(wù)二 敦煌網(wǎng)站內(nèi)營銷活動··································································150
任務(wù)三 速賣通直通車付費推廣·······························································161
項目六 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 跨境電商主流平臺店鋪數(shù)據(jù)分析 ·················································.191
項目七 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)活動營銷策劃 ·····························································.248
附錄 A：實訓(xùn)平臺免費賬號開通指引 ···························································.254
參考文獻 ································································································.256
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