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电子商务运营与管理

作者：刘英卓

出版社：电子工业出版社出版时间：2023-02-01

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电子商务运营与管理版权信息

ISBN：9787121449802
条形码：9787121449802 ; 978-7-121-44980-2
装帧：一般胶版纸
册数：暂无
重量：暂无
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电子商务运营与管理内容简介

本书从实践的角度向读者展示电子商务企业在电子商务运营管理中的成功经验和运营技巧。本书内容全面，具体包括绪论、电子商务网站的运营管理与电子商务平台的入驻、电子商务常规运营管理、电子商务数据分析与数据运营管理、电子商务安全风险运营管理、典型领域电子商务的运营管理、跨境电子商务运营管理、淘宝店铺运营管理。各章内容的编写都注重理论讲解的精练和实践操作的切实可行。本书面向高等院校中的电子商务专业学生，也可供 MBA 学生、经济管理类专业硕士选用，还可供相应层次的电子商务运营人员、其他相关人员选用。

电子商务运营与管理目录

第1章绪论 ····································································································· 1 1.1 电子商务运营管理概述 ·····················3 1.1.1 运营管理 ······························3 1.1.2 电子商务运营管理 ··················5 1.2 电子商务企业的运营管理 ··················8 1.2.1 电子商务企业的运营 ···············8 1.2.2 电子商务企业的管理 ············· 11 1.3 电子商务运营工作需求 ··················· 13 1.3.1 电子商务运营人员日常工作及能力要求 ························· 13 1.3.2 电子商务运营团队 ··············· 14 习题 ················································· 16 实训 ················································· 16 第2章电子商务网站的运营管理与电子商务平台的入驻 ··········································18 2.1 电子商务网站的运营管理 ················ 19 2.1.1 电子商务网站的建设流程 ······· 20 2.1.2 电子商务网站运营管理内容 ···· 28 2.1.3 电子商务网站运营管理策略 ···· 31 2.1.4 电子商务运营中的角色及岗位职责 ······························· 32 2.1.5 可信网站的验证及企业网站的可信度建设 ······················ 33 2.2 电子商务平台的入驻 ······················ 35 2.2.1 入驻前准备 ························ 35 2.2.2 申请店铺和商品发布 ············ 37 2.2.3 交易管理和店铺优化 ············ 43 习题 ················································· 47 实训 ················································· 47 第3章电子商务常规运营管理 ············································································48 3.1 选品 ··········································· 50 3.1.1 选品逻辑 ···························· 50 3.1.2 产品定价策略与方法 ············· 55 3.1.3 产品上下架 ························· 61 3.1.4 货源 ·································· 62 3.2 营销 ··········································· 63 3.2.1 电子商务营销基础 ················ 64 3.2.2 目标用户特征分析 ················ 67 3.2.3 视觉营销 ···························· 69 3.2.4 网络营销 ···························· 76 3.2.5 新媒体营销 ························· 83 3.3 物流 ··········································· 85 3.3.1 电子商务物流管理 ··············· 86 3.3.2 物流系统 ERP 平台 ·············· 92 3.3.3 主流的第三方物流公司 ········· 93 3.4 客服 ··········································· 95 3.4.1 客服的职责 ························ 95 3.4.2 客户维护 ··························· 98 3.4.3 纠纷处理 ··························· 98 习题 ················································ 100 实训 ················································ 100 第4章电子商务数据分析与数据运营管理 ·························································· 101 4.1 电子商务数据分析 ························103 4.1.1 用户行为分析 ····················103 4.1.2 推荐系统 ··························107 4.1.3 社会网络分析 ···················· 114 4.2 数据运营管理 ······························ 119 4.2.1 数据运营基础 ···················· 119 4.2.2 数据分析 ·························· 125 4.2.3 数据管理 ·························· 132 习题 ················································ 134 实训 ················································ 134 第5章电子商务安全风险运营管理 ··································································· 135 5.1 电子商务网站的安全 ·····················137 5.1.1 电子商务网站的安全风险 ·····137 5.1.2 电子商务网站的安全防范措施 ·································139 5.2 电子商务的依法运作 ·····················141 5.2.1 电子合同的依法签订和履行 ·································141 5.2.2 电子签名和认证的法律安全问题及防范 ·····················145 5.2.3 电子支付安全问题及防范 ····· 147 5.2.4 电子商务中的知识产权保护 ································· 150 5.2.5 电子商务市场秩序的维护 ····· 154 5.2.6 电子商务税收的依法运作 ····· 157 习题 ················································ 159 实训 ················································ 159 第6章典型领域电子商务的运营管理 ································································ 161 6.1 制造业电子商务的运营管理 ············163 6.1.1 制造业电子商务概述 ············163 6.1.2 制造业电子商务平台 ···········169 6.2 旅游电子商务的运营管理 ···············174 6.2.1 旅游电子商务的商业模式 ·····175 6.2.2 旅游网站的建设与运营 ········176 6.2.3 美食和美妆旅游 ·················178 6.3 农产品电子商务的运营管理 ············ 179 6.3.1 农产品电子商务概述 ··········· 179 6.3.2 农产品电子商务物流 ··········· 182 6.3.3 农产品电子商务营销 ··········· 186 习题 ················································ 189 实训 ················································ 189 第7章跨境电子商务运营管理 ········································································· 190 7.1 跨境电子商务概述 ························193 7.1.1 跨境电子商务的定义与特点 ·································193 7.1.2 跨境电子商务主流平台 ·····193 7.2 跨境电子商务店铺运营 ··················200 7.2.1 跨境电子商务店铺的开设 ·····201 7.2.2 跨境电子商务的营销推广 ····· 211 7.2.3 跨境电子商务的物流 ···········216 7.2.4 跨境电子商务的客服 ··········· 221 7.3 速卖通运营管理 ··························· 226 7.3.1 速卖通的视觉设计 ·············· 226 7.3.2 速卖通的营销 ···················· 227 7.3.3 速卖通数据分析 ················· 230 7.3.4 速卖通客服 ······················· 230 习题 ················································ 231 实训 ················································ 231 第8章淘宝店铺运营管理 ················································································ 232 8.1 开店前工作 ·································235 8.1.1 商品选款 ···························235 8.1.2 市场定位与商品定价 ············236 8.2 淘宝店铺的申请与入驻 ··················238 8.2.1 淘宝店铺的申请 ··················238 8.2.2 淘宝店铺的入驻 ··················241 8.2.3 生意成交 ···························247 8.3 店铺装修和页面制作 ·····················248 8.3.1 店铺装修 ···························248 8.3.2 页面制作 ···························251 8.4 营销推广 ···································· 256 8.4.1 挖掘商品卖点 ···················· 256 8.4.2 推广引流 ·························· 257 8.4.3 数据分析 ·························· 263 8.5 客户服务 ···································· 269 8.5.1 售前和售后服务 ················· 269 8.5.2 客户关系管理 ···················· 274 习题 ················································ 276 实训 ················································ 276 附录 A 运营相关词汇 ······················································································ 277 参考文献 ······································································································· 280

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