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電子商務(wù)運(yùn)營(yíng)與管理

電子商務(wù)運(yùn)營(yíng)與管理

作者：劉英卓
出版社：電子工業(yè)出版社出版時(shí)間：2023-02-01
開本： 其他 頁(yè)數(shù)： 288
本類榜單：管理銷量榜
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電子商務(wù)運(yùn)營(yíng)與管理 內(nèi)容簡(jiǎn)介

本書從實(shí)踐的角度向讀者展示電子商務(wù)企業(yè)在電子商務(wù)運(yùn)營(yíng)管理中的成功經(jīng)驗(yàn)和運(yùn)營(yíng)技巧。本書內(nèi)容全面，具體包括緒論、電子商務(wù)網(wǎng)站的運(yùn)營(yíng)管理與電子商務(wù)平臺(tái)的入駐、電子商務(wù)常規(guī)運(yùn)營(yíng)管理、電子商務(wù)數(shù)據(jù)分析與數(shù)據(jù)運(yùn)營(yíng)管理、電子商務(wù)安全風(fēng)險(xiǎn)運(yùn)營(yíng)管理、典型領(lǐng)域電子商務(wù)的運(yùn)營(yíng)管理、跨境電子商務(wù)運(yùn)營(yíng)管理、淘寶店鋪運(yùn)營(yíng)管理。各章內(nèi)容的編寫都注重理論講解的精練和實(shí)踐操作的切實(shí)可行。本書面向高等院校中的電子商務(wù)專業(yè)學(xué)生，也可供 MBA 學(xué)生、經(jīng)濟(jì)管理類專業(yè)碩士選用，還可供相應(yīng)層次的電子商務(wù)運(yùn)營(yíng)人員、其他相關(guān)人員選用。

電子商務(wù)運(yùn)營(yíng)與管理 目錄

第1章 緒論 ····································································································· 1 1.1 電子商務(wù)運(yùn)營(yíng)管理概述 ·····················3 1.1.1 運(yùn)營(yíng)管理 ······························3 1.1.2 電子商務(wù)運(yùn)營(yíng)管理 ··················5 1.2 電子商務(wù)企業(yè)的運(yùn)營(yíng)管理 ··················8 1.2.1 電子商務(wù)企業(yè)的運(yùn)營(yíng) ···············8 1.2.2 電子商務(wù)企業(yè)的管理 ············· 11 1.3 電子商務(wù)運(yùn)營(yíng)工作需求 ··················· 13 1.3.1 電子商務(wù)運(yùn)營(yíng)人員日常工作 及能力要求 ························· 13 1.3.2 電子商務(wù)運(yùn)營(yíng)團(tuán)隊(duì) ··············· 14 習(xí)題 ················································· 16 實(shí)訓(xùn) ················································· 16 第2章 電子商務(wù)網(wǎng)站的運(yùn)營(yíng)管理與電子商務(wù)平臺(tái)的入駐 ··········································18 2.1 電子商務(wù)網(wǎng)站的運(yùn)營(yíng)管理 ················ 19 2.1.1 電子商務(wù)網(wǎng)站的建設(shè)流程 ······· 20 2.1.2 電子商務(wù)網(wǎng)站運(yùn)營(yíng)管理內(nèi)容 ···· 28 2.1.3 電子商務(wù)網(wǎng)站運(yùn)營(yíng)管理策略 ···· 31 2.1.4 電子商務(wù)運(yùn)營(yíng)中的角色及崗 位職責(zé) ······························· 32 2.1.5 可信網(wǎng)站的驗(yàn)證及企業(yè)網(wǎng)站 的可信度建設(shè) ······················ 33 2.2 電子商務(wù)平臺(tái)的入駐 ······················ 35 2.2.1 入駐前準(zhǔn)備 ························ 35 2.2.2 申請(qǐng)店鋪和商品發(fā)布 ············ 37 2.2.3 交易管理和店鋪優(yōu)化 ············ 43 習(xí)題 ················································· 47 實(shí)訓(xùn) ················································· 47 第3章 電子商務(wù)常規(guī)運(yùn)營(yíng)管理 ············································································48 3.1 選品 ··········································· 50 3.1.1 選品邏輯 ···························· 50 3.1.2 產(chǎn)品定價(jià)策略與方法 ············· 55 3.1.3 產(chǎn)品上下架 ························· 61 3.1.4 貨源 ·································· 62 3.2 營(yíng)銷 ··········································· 63 3.2.1 電子商務(wù)營(yíng)銷基礎(chǔ) ················ 64 3.2.2 目標(biāo)用戶特征分析 ················ 67 3.2.3 視覺(jué)營(yíng)銷 ···························· 69 3.2.4 網(wǎng)絡(luò)營(yíng)銷 ···························· 76 3.2.5 新媒體營(yíng)銷 ························· 83 3.3 物流 ··········································· 85 3.3.1 電子商務(wù)物流管理 ··············· 86 3.3.2 物流系統(tǒng) ERP 平臺(tái) ·············· 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(zé) ························ 95 3.4.2 客戶維護(hù) ··························· 98 3.4.3 糾紛處理 ··························· 98 習(xí)題 ················································ 100 實(shí)訓(xùn) ················································ 100 第4章 電子商務(wù)數(shù)據(jù)分析與數(shù)據(jù)運(yùn)營(yíng)管理 ·························································· 101 4.1 電子商務(wù)數(shù)據(jù)分析 ························103 4.1.1 用戶行為分析 ····················103 4.1.2 推薦系統(tǒng) ··························107 4.1.3 社會(huì)網(wǎng)絡(luò)分析 ···················· 114 4.2 數(shù)據(jù)運(yùn)營(yíng)管理 ······························ 119 4.2.1 數(shù)據(jù)運(yùn)營(yíng)基礎(chǔ) ···················· 119 4.2.2 數(shù)據(jù)分析 ·························· 125 4.2.3 數(shù)據(jù)管理 ·························· 132 習(xí)題 ················································ 134 實(shí)訓(xùn) ················································ 134 第5章 電子商務(wù)安全風(fēng)險(xiǎn)運(yùn)營(yíng)管理 ··································································· 135 5.1 電子商務(wù)網(wǎng)站的安全 ·····················137 5.1.1 電子商務(wù)網(wǎng)站的安全風(fēng)險(xiǎn) ·····137 5.1.2 電子商務(wù)網(wǎng)站的安全防范 措施 ·································139 5.2 電子商務(wù)的依法運(yùn)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(rèn)證的法律安 全問(wèn)題及防范 ·····················145 5.2.3 電子支付安全問(wèn)題及防范 ····· 147 5.2.4 電子商務(wù)中的知識(shí)產(chǎn)權(quán) 保護(hù) ································· 150 5.2.5 電子商務(wù)市場(chǎng)秩序的維護(hù) ····· 154 5.2.6 電子商務(wù)稅收的依法運(yùn)作 ····· 157 習(xí)題 ················································ 159 實(shí)訓(xùn) ················································ 159 第6章 典型領(lǐng)域電子商務(wù)的運(yùn)營(yíng)管理 ································································ 161 6.1 制造業(yè)電子商務(wù)的運(yùn)營(yíng)管理 ············163 6.1.1 制造業(yè)電子商務(wù)概述 ············163 6.1.2 制造業(yè)電子商務(wù)平臺(tái) ···········169 6.2 旅游電子商務(wù)的運(yùn)營(yíng)管理 ···············174 6.2.1 旅游電子商務(wù)的商業(yè)模式 ·····175 6.2.2 旅游網(wǎng)站的建設(shè)與運(yùn)營(yíng) ········176 6.2.3 美食和美妝旅游 ·················178 6.3 農(nóng)產(chǎn)品電子商務(wù)的運(yùn)營(yíng)管理 ············ 179 6.3.1 農(nóng)產(chǎn)品電子商務(wù)概述 ··········· 179 6.3.2 農(nóng)產(chǎn)品電子商務(wù)物流 ··········· 182 6.3.3 農(nóng)產(chǎn)品電子商務(wù)營(yíng)銷 ··········· 186 習(xí)題 ················································ 189 實(shí)訓(xùn) ················································ 189 第7章 跨境電子商務(wù)運(yùn)營(yíng)管理 ········································································· 190 7.1 跨境電子商務(wù)概述 ························193 7.1.1 跨境電子商務(wù)的定義與 特點(diǎn) ·································193 7.1.2 跨境電子商務(wù)主流平臺(tái) ·····193 7.2 跨境電子商務(wù)店鋪運(yùn)營(yíng) ··················200 7.2.1 跨境電子商務(wù)店鋪的開設(shè) ·····201 7.2.2 跨境電子商務(wù)的營(yíng)銷推廣 ····· 211 7.2.3 跨境電子商務(wù)的物流 ···········216 7.2.4 跨境電子商務(wù)的客服 ··········· 221 7.3 速賣通運(yùn)營(yíng)管理 ··························· 226 7.3.1 速賣通的視覺(jué)設(shè)計(jì) ·············· 226 7.3.2 速賣通的營(yíng)銷 ···················· 227 7.3.3 速賣通數(shù)據(jù)分析 ················· 230 7.3.4 速賣通客服 ······················· 230 習(xí)題 ················································ 231 實(shí)訓(xùn) ················································ 231 第8章 淘寶店鋪運(yùn)營(yíng)管理 ················································································ 232 8.1 開店前工作 ·································235 8.1.1 商品選款 ···························235 8.1.2 市場(chǎng)定位與商品定價(jià) ············236 8.2 淘寶店鋪的申請(qǐng)與入駐 ··················238 8.2.1 淘寶店鋪的申請(qǐng) ··················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(yè)面制作 ·····················248 8.3.1 店鋪裝修 ···························248 8.3.2 頁(yè)面制作 ···························251 8.4 營(yíng)銷推廣 ···································· 256 8.4.1 挖掘商品賣點(diǎn) ···················· 256 8.4.2 推廣引流 ·························· 257 8.4.3 數(shù)據(jù)分析 ·························· 263 8.5 客戶服務(wù) ···································· 269 8.5.1 售前和售后服務(wù) ················· 269 8.5.2 客戶關(guān)系管理 ···················· 274 習(xí)題 ················································ 276 實(shí)訓(xùn) ················································ 276 附錄 A 運(yùn)營(yíng)相關(guān)詞匯 ······················································································ 277 參考文獻(xiàn) ······································································································· 280
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電子商務(wù)運(yùn)營(yíng)與管理 作者簡(jiǎn)介

劉英卓，工學(xué)博士，畢業(yè)于中科院沈陽(yáng)自動(dòng)化研究所。2004年起，就職于南京財(cái)經(jīng)大學(xué)，主要從事電子商務(wù)專業(yè)的教學(xué)和研究，出版多部電子商務(wù)相關(guān)教材與專著。

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