本書以整合營銷、數字營銷在跨境電商領域中的應用為主題，嘗試構建跨境電商營銷策劃體系，全書共分為12章，包括概論、市場與品牌策劃、客戶策劃、選品與供應鏈、定價與促銷、視覺營銷、電商平臺營銷、搜索引擎營銷、社媒營銷、EDM直復營銷、服務營銷和營銷創新。通過本書的學習，讀者應能對數字營銷有系統認識，并能產出較專業的跨境電商營銷策劃案。 本書是跨境電商B2B數據運營職業技能等級證書高級配套教材，可作為雙高職業學院和應用技術型本科院校跨境電子商務、電子商務、國際經濟與貿易、商務英語等相關專業教材，也可供跨境電商應用企業營銷策劃人閱讀。
第一章概論···················································································································.1
第一節數字營銷時代···································································································.2
第二節營銷基礎·········································································································.5
第三節數字時代的跨境電商營銷策劃··············································································.8
第四節 CMO及其團隊·······························································································.12
本章小結···················································································································.17
本章習題···················································································································.17
第二章市場與品牌戰略·······························································································.18
第一節市場調查·······································································································.19
第二節目標市場·······································································································.28
第三節定················································································································.31
第四節品················································································································.36
第五節市場戰略策劃·································································································.42
本章小結···················································································································.47
本章練習···················································································································.47
第三章客戶策劃··········································································································.49
第一節客戶洞察·······································································································.50
第二節客戶運營·······································································································.54
第三節客戶價值評價·································································································.60
第四節客戶運營策劃·································································································.62
本章小結···················································································································.64
本章習題···················································································································.65
第四章產品與供應鏈策劃····························································································.66
第一節理解產品·······································································································.67
第二節選················································································································.75
第三節跨境供應鏈選擇······························································································.88
第四節產品運營·······································································································.91
第五節產品與供應鏈策劃···························································································.97
本章小結··················································································································.101
本章習題··················································································································.101
第五章定價與促銷·····································································································.103
第一節定價基礎······································································································.104
第二節定價實踐······································································································.108
第三節促···············································································································.113
第四節促銷策劃······································································································.122
本章小結··················································································································.125
本章習題··················································································································.125
第六章視覺營銷策劃··································································································.126
第一節視覺營銷概述································································································.127
第二節跨境電商的視覺與體驗····················································································.129
第三節視覺營銷效果評估··························································································.135
第四節視覺營銷方案策劃··························································································.138
本章小結··················································································································.142
本章習題··················································································································.142
第七章平臺營銷策劃··································································································.143
第一節概述············································································································.144
第二節阿里巴巴國際站營銷矩陣·················································································.147
第三節店鋪經營指標體系··························································································.153
第四節跨境電商平臺營銷策劃····················································································.156
本章小結··················································································································.160
本章習題··················································································································.160
第八章社會化媒體營銷策劃·······················································································.162
第一節概···············································································································.162
第二節社會化媒體品牌營銷及其成效分析·····································································.165
第三節社會化媒體獲客及其成效分析···········································································.168
第四節社會化媒體再營銷及其成效分析········································································.172
本章小結··················································································································.177
本章習題··················································································································.178
第九章 EDM營銷策劃································································································.181
第一節概述············································································································.182
第二節實施 EDM ····································································································.184
第三節 EDM的成效評價···························································································.189
第四節 EDM策劃····································································································.193
本章小結··················································································································.195
本章習題··················································································································.195
第十章服務營銷·········································································································.198
第一節服務與再營銷································································································.199
第二節社群運營······································································································.204
第三節服務營銷評估································································································.208
第四節服務營銷策劃································································································.212
本章小結··················································································································.216
本章習題··················································································································.217
第十一章跨境電商營銷創新·······················································································.218
第一節營銷創新概述································································································.219
第二節直播營銷······································································································.221
第三節高階營銷技巧································································································.231
第四節營銷創新環境與激勵·······················································································.240
本章小結··················································································································.244
本章習題··················································································································.244
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