第1章 緒論 ····································································································· 1 1.1 電子商務運營管理概述 ·····················3 1.1.1 運營管理 ······························3 1.1.2 電子商務運營管理 ··················5 1.2 電子商務企業的運營管理 ··················8 1.2.1 電子商務企業的運營 ···············8 1.2.2 電子商務企業的管理 ············· 11 1.3 電子商務運營工作需求 ··················· 13 1.3.1 電子商務運營人員日常工作 及能力要求 ························· 13 1.3.2 電子商務運營團隊 ··············· 14 習題 ················································· 16 實訓 ················································· 16 第2章 電子商務網站的運營管理與電子商務平臺的入駐 ··········································18 2.1 電子商務網站的運營管理 ················ 19 2.1.1 電子商務網站的建設流程 ······· 20 2.1.2 電子商務網站運營管理內容 ···· 28 2.1.3 電子商務網站運營管理策略 ···· 31 2.1.4 電子商務運營中的角色及崗 位職責 ······························· 32 2.1.5 可信網站的驗證及企業網站 的可信度建設 ······················ 33 2.2 電子商務平臺的入駐 ······················ 35 2.2.1 入駐前準備 ························ 35 2.2.2 申請店鋪和商品發布 ············ 37 2.2.3 交易管理和店鋪優化 ············ 43 習題 ················································· 47 實訓 ················································· 47 第3章 電子商務常規運營管理 ············································································48 3.1 選品 ··········································· 50 3.1.1 選品邏輯 ···························· 50 3.1.2 產品定價策略與方法 ············· 55 3.1.3 產品上下架 ························· 61 3.1.4 貨源 ·································· 62 3.2 營銷 ··········································· 63 3.2.1 電子商務營銷基礎 ················ 64 3.2.2 目標用戶特征分析 ················ 67 3.2.3 視覺營銷 ···························· 69 3.2.4 網絡營銷 ···························· 76 3.2.5 新媒體營銷 ························· 83 3.3 物流 ··········································· 85 3.3.1 電子商務物流管理 ··············· 86 3.3.2 物流系統 ERP 平臺 ·············· 92 3.3.3 主流的第三方物流公司 ········· 93 3.4 客服 ··········································· 95 3.4.1 客服的職責 ························ 95 3.4.2 客戶維護 ··························· 98 3.4.3 糾紛處理 ··························· 98 習題 ················································ 100 實訓 ················································ 100 第4章 電子商務數據分析與數據運營管理 ·························································· 101 4.1 電子商務數據分析 ························103 4.1.1 用戶行為分析 ····················103 4.1.2 推薦系統 ··························107 4.1.3 社會網絡分析 ···················· 114 4.2 數據運營管理 ······························ 119 4.2.1 數據運營基礎 ···················· 119 4.2.2 數據分析 ·························· 125 4.2.3 數據管理 ·························· 132 習題 ················································ 134 實訓 ················································ 134 第5章 電子商務安全風險運營管理 ··································································· 135 5.1 電子商務網站的安全 ·····················137 5.1.1 電子商務網站的安全風險 ·····137 5.1.2 電子商務網站的安全防范 措施 ·································139 5.2 電子商務的依法運作 ·····················141 5.2.1 電子合同的依法簽訂和 履行 ·································141 5.2.2 電子簽名和認證的法律安 全問題及防范 ·····················145 5.2.3 電子支付安全問題及防范 ····· 147 5.2.4 電子商務中的知識產權 保護 ································· 150 5.2.5 電子商務市場秩序的維護 ····· 154 5.2.6 電子商務稅收的依法運作 ····· 157 習題 ················································ 159 實訓 ················································ 159 第6章 典型領域電子商務的運營管理 ································································ 161 6.1 制造業電子商務的運營管理 ············163 6.1.1 制造業電子商務概述 ············163 6.1.2 制造業電子商務平臺 ···········169 6.2 旅游電子商務的運營管理 ···············174 6.2.1 旅游電子商務的商業模式 ·····175 6.2.2 旅游網站的建設與運營 ········176 6.2.3 美食和美妝旅游 ·················178 6.3 農產品電子商務的運營管理 ············ 179 6.3.1 農產品電子商務概述 ··········· 179 6.3.2 農產品電子商務物流 ··········· 182 6.3.3 農產品電子商務營銷 ··········· 186 習題 ················································ 189 實訓 ················································ 189 第7章 跨境電子商務運營管理 ········································································· 190 7.1 跨境電子商務概述 ························193 7.1.1 跨境電子商務的定義與 特點 ·································193 7.1.2 跨境電子商務主流平臺 ·····193 7.2 跨境電子商務店鋪運營 ··················200 7.2.1 跨境電子商務店鋪的開設 ·····201 7.2.2 跨境電子商務的營銷推廣 ····· 211 7.2.3 跨境電子商務的物流 ···········216 7.2.4 跨境電子商務的客服 ··········· 221 7.3 速賣通運營管理 ··························· 226 7.3.1 速賣通的視覺設計 ·············· 226 7.3.2 速賣通的營銷 ···················· 227 7.3.3 速賣通數據分析 ················· 230 7.3.4 速賣通客服 ······················· 230 習題 ················································ 231 實訓 ················································ 231 第8章 淘寶店鋪運營管理 ················································································ 232 8.1 開店前工作 ·································235 8.1.1 商品選款 ···························235 8.1.2 市場定位與商品定價 ············236 8.2 淘寶店鋪的申請與入駐 ··················238 8.2.1 淘寶店鋪的申請 ··················238 8.2.2 淘寶店鋪的入駐 ··················241 8.2.3 生意成交 ···························247 8.3 店鋪裝修和頁面制作 ·····················248 8.3.1 店鋪裝修 ···························248 8.3.2 頁面制作 ···························251 8.4 營銷推廣 ···································· 256 8.4.1 挖掘商品賣點 ···················· 256 8.4.2 推廣引流 ·························· 257 8.4.3 數據分析 ·························· 263 8.5 客戶服務 ···································· 269 8.5.1 售前和售后服務 ················· 269 8.5.2 客戶關系管理 ···················· 274 習題 ················································ 276 實訓 ················································ 276 附錄 A 運營相關詞匯 ······················································································ 277 參考文獻 ······································································································· 280