本書通過典型的營銷案例和清晰易懂的操作步驟，介紹了網(wǎng)絡營銷的基礎知識和操作技能，系統(tǒng)地幫助讀者熟悉網(wǎng)絡營銷的工作任務和操作方法，快速掌握網(wǎng)絡營銷的應用技能。全書主要內(nèi)容包括：網(wǎng)絡營銷概述、網(wǎng)絡營銷調(diào)研、網(wǎng)絡營銷策略、網(wǎng)絡廣告營銷、搜索引擎營銷、軟文營銷、電子郵件營銷、移動營銷、O2O營銷和其他營銷。每章均以案例導入，由問題、任務、練一練、想一想、探究、拓展、技能訓練、測一測等構成學習模塊，以課堂活動引導知識的學習，以清晰的操作指引、配套的實操習題滿足讀者的學習需求。本書可讀性強，具有較好的實用性和可操作性，方便教師組織教學，適合學生自主學習�？勺鳛槁殬I(yè)院校電子商務專業(yè)的教材，也可作為其他商貿(mào)類專業(yè)和信息類專業(yè)的教學用書，同時還可供企業(yè)員工培訓和網(wǎng)絡營銷愛好者、創(chuàng)業(yè)者自學使用。
十余年一線教師授課經(jīng)驗，肇慶市優(yōu)秀教師，參與高教社、電子社的多本教材編寫。主要寫作范圍電子商務、市場營銷等。十余年一線教師授課經(jīng)驗。
第1 章 網(wǎng)絡營銷概述 ............................................................................................................. 1
1.1 網(wǎng)絡營銷的含義 ..................................................................................................................... 2
1.2 網(wǎng)絡營銷的技術基礎 ............................................................................................................. 8
1.3 網(wǎng)絡營銷崗位 ........................................................................................................................ 13
1.4 網(wǎng)絡營銷職業(yè)準則 ................................................................................................................ 18
第2 章 網(wǎng)絡營銷調(diào)研 ............................................................................................................ 26
2.1 網(wǎng)絡營銷調(diào)研概述 ................................................................................................................ 27
2.2 網(wǎng)絡營銷調(diào)研方法和策略 ..................................................................................................... 31
2.3 分析和定位目標客戶 ............................................................................................................ 39
2.4 管理目標客戶關系 ................................................................................................................ 46
第3 章 網(wǎng)絡營銷策略 ............................................................................................................ 56
3.1 產(chǎn)品營銷策略 ........................................................................................................................ 57
3.2 定價策略 ................................................................................................................................ 61
3.3 網(wǎng)絡營銷渠道策略 ................................................................................................................ 64
3.4 網(wǎng)絡促銷策略 ........................................................................................................................ 66
第4 章 網(wǎng)絡廣告營銷 ............................................................................................................ 76
4.1 網(wǎng)絡廣告營銷概述 ................................................................................................................ 78
4.2 實施網(wǎng)絡廣告營銷 ................................................................................................................ 84
第5 章 搜索引擎營銷 .......................................................................................................... 102
5.1 搜索引擎營銷概述 .............................................................................................................. 103
5.2 實施搜索引擎營銷 .............................................................................................................. 108
5.3 評估搜索引擎營銷效果 ....................................................................................................... 115
第6 章 軟文營銷 ................................................................................................................... 125
6.1 軟文營銷概述 ...................................................................................................................... 126
6.2 軟文營銷的方法、策略與軟文撰寫 ................................................................................... 129
6.3 論壇營銷 .............................................................................................................................. 136
6.4 博客營銷 .............................................................................................................................. 140
第7 章 電子郵件營銷 .......................................................................................................... 148
7.1 電子郵件營銷概述 .............................................................................................................. 149
7.2 策劃和實施電子郵件營銷 ................................................................................................... 153
7.3 電子郵件營銷的效果評測 ................................................................................................... 162
第8 章 移動營銷 ................................................................................................................... 174
8.1 移動營銷概述 ...................................................................................................................... 175
8.2 二維碼營銷 .......................................................................................................................... 179
8.3 APP 營銷 .............................................................................................................................. 183
8.4 微信營銷 .............................................................................................................................. 187
8.5 微博營銷 .............................................................................................................................. 196
8.6 QQ 移動營銷 ........................................................................................................................ 200
第9 章 O2O 營銷 .................................................................................................................. 208
9.1 O2O 營銷概述 ...................................................................................................................... 209
9.2 O2O 營銷模式 ...................................................................................................................... 213
9.3 O2O 營銷技巧 ...................................................................................................................... 216
第10 章 其他營銷 ................................................................................................................ 225
10.1 口碑營銷 ............................................................................................................................ 226
10.2 事件營銷 ............................................................................................................................ 233
10.3 視頻營銷 ............................................................................................................................ 236
10.4 淘寶網(wǎng)營銷 ........................................................................................................................ 240
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