第 1 章 跨境電商概述 ·······················1 1.1　跨境電商的概念、特點(diǎn)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(diǎn) ··············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(fèi)主體·················4 1.3　跨境電商的業(yè)務(wù)流程·················6 1.4　跨境電商平臺(tái)··························7 1.4.1　跨境電商平臺(tái)的組成板塊 ···8 1.4.2　跨境電商平臺(tái)入駐選擇的要素 ·········　10 1.4.3　主流跨境電商平臺(tái) ·········　10 1.5　速賣通平臺(tái)概述·····················　12 1.5.1　速賣通平臺(tái)的業(yè)務(wù)模式 ···　12 1.5.2　速賣通平臺(tái)的規(guī)則 ·········　13 課后習(xí)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(cāng) ························　25 2.2　跨境電商物流運(yùn)費(fèi)核算············　27 2.2.1　郵政運(yùn)費(fèi)核算 ···············　28 2.2.2　商業(yè)快遞運(yùn)費(fèi)核算 ·········　29 2.2.3　專線物流與海外倉(cāng)運(yùn)費(fèi)核算 ···············　30 任務(wù)實(shí)訓(xùn)　為發(fā)往全球的跨境包裹核算運(yùn)費(fèi)············　31 課后習(xí)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(bào)告··················50 3.3.1　撰寫跨境電商選品報(bào)告的注意事項(xiàng) ···············50 3.3.2　跨境電商選品報(bào)告的核心內(nèi)容 ···················50 任務(wù)實(shí)訓(xùn)　撰寫速賣通平臺(tái)女裝選品調(diào)研報(bào)告 ···········55 課后習(xí)題　···························55 第　4 章 速賣通入駐開店 ··················57 4.1　速賣通平臺(tái)入駐開店流程·········57 4.2　速賣通賬號(hào)注冊(cè)與認(rèn)證············58 4.3　招商入駐······························60 4.3.1　經(jīng)營(yíng)大類申請(qǐng) ···············60 4.3.2　品牌授權(quán)申請(qǐng) ···············65 4.4　店鋪基本設(shè)置························67 4.4.1　賬戶設(shè)置 ·····················67 4.4.2　店鋪資產(chǎn)管理 ···············71 任務(wù)實(shí)訓(xùn)　1 注冊(cè)一個(gè)用于賣女裝的速賣通賬號(hào)并成功認(rèn)證 ···72 任務(wù)實(shí)訓(xùn)　2 完成女裝經(jīng)營(yíng)大類及品牌授權(quán)的申請(qǐng) ···········73 課后習(xí)題　····················　73 第　5 章 速賣通運(yùn)費(fèi)模板設(shè)置、商品發(fā)布與店鋪裝修···········　75 5.1　運(yùn)費(fèi)模板設(shè)置························　76 5.1.1　速賣通物流整體方案 ······　76 5.1.2　運(yùn)費(fèi)模板的設(shè)置 ············　80 5.1.3　運(yùn)費(fèi)模板補(bǔ)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(kù)存與價(jià)格編輯 ············　90 5.2.3　商品詳細(xì)描述編輯 ·········　95 5.2.4　包裝與物流編輯 ············　96 5.2.5　其他設(shè)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(wù)實(shí)訓(xùn)　1 設(shè)置用于發(fā)布連衣裙、 手機(jī)殼和男鞋的　3 個(gè)類型的運(yùn)費(fèi)模板···········115 任務(wù)實(shí)訓(xùn)　2 發(fā)布商品——女裝連衣裙················115 任務(wù)實(shí)訓(xùn)　3 裝修無(wú)線端與 PC 端的速賣通女裝店鋪······115 課后習(xí)題　······116 第　6 章 速賣通店鋪營(yíng)銷與推廣 ·······118 6.1　營(yíng)銷活動(dòng) ····························119 6.1.1　平臺(tái)活動(dòng) ····················119 6.1.2　店鋪活動(dòng) ····················121 6.2　客戶管理與營(yíng)銷····················124 6.2.1　客戶管理 ····················124 6.2.2　客戶營(yíng)銷 ····················125 6.3　聯(lián)盟營(yíng)銷····························　130 6.3.1　營(yíng)銷優(yōu)勢(shì) ···················　130 6.3.2　付費(fèi)規(guī)則 ···················　130 6.3.3　聯(lián)盟營(yíng)銷計(jì)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(shè)置 ················　134 6.4.3　直通車推廣計(jì)劃設(shè)置·····　136 6.5　內(nèi)容營(yíng)銷····························　138 6.5.1　粉絲營(yíng)銷 ···················　138 6.5.2　直播推廣 ···················　139 6.5.3　社交媒體推廣 ·············　140 任務(wù)實(shí)訓(xùn)　為速賣通女裝店鋪進(jìn)行店鋪營(yíng)銷與推廣 ······　141 課后習(xí)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(lái)源 ················　144 7.1.2　品類分析——掌握實(shí)時(shí)交易數(shù)據(jù) ············　147 7.1.3　營(yíng)銷分析——掌握店鋪營(yíng)銷效果 ············　151 7.1.4　物流分析——提升客戶體驗(yàn) ·················　152 7.2　產(chǎn)品與店鋪優(yōu)化···················　154 7.2.1　產(chǎn)品基礎(chǔ)優(yōu)化 ·············　154 7.2.2　產(chǎn)品曝光量與點(diǎn)擊率的提高 ············　160 7.2.3　回訪率與回購(gòu)率的提高 ··　16 7.2.4　產(chǎn)品轉(zhuǎn)化率的提高 ········167 任務(wù)實(shí)訓(xùn)　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(wù)實(shí)訓(xùn)　2 優(yōu)化速賣通女裝店鋪的兩款滯銷產(chǎn)品171 課后習(xí)題　172 第　8 章 速賣通客戶服務(wù)與訂單履約　173 8.1　客戶服務(wù) ····························173 8.1.1　跨境電商客服的職責(zé)與 客戶咨詢的常見問題　·····174 8.1.2　售前溝通與服務(wù) ···········176 8.1.3　售中溝通與服務(wù) ···········177 8.1.4　售后溝通與服務(wù)···········　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(wù)實(shí)訓(xùn)　1 為速賣通女裝店鋪的客戶進(jìn)行售前、售中和售后客戶服務(wù)　193 任務(wù)實(shí)訓(xùn)　2 處理速賣通女裝店鋪訂單　193 課后習(xí)題　194 參考文獻(xiàn)　196