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本书以整合营销、数字营销在跨境电商领域中的应用为主题，尝试构建跨境电商营销策划体系，全书共分为12章，包括概论、市场与品牌策划、客户策划、选品与供应链、定价与促销、视觉营销、电商平台营销、搜索引擎营销、社媒营销、EDM直复营销、服务营销和营销创新。通过本书的学习，读者应能对数字营销有系统认识，并能产出较专业的跨境电商营销策划案。 本书是跨境电商B2B数据运营职业技能等级证书高级配套教材，可作为双高职业学院和应用技术型本科院校跨境电子商务、电子商务、国际经济与贸易、商务英语等相关专业教材，也可供跨境电商应用企业营销策划人阅读。
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章概论···················································································································.1节数字营销时代···································································································.2第二节营销基础·········································································································.5第三节数字时代的跨境电商营销策划··············································································.8第四节 CMO及其团队·······························································································.12本章小结···················································································································.17本章习题···················································································································.17第二章市场与品牌战略·······························································································.18节市场调查·······································································································.19第二节目标市场·······································································································.28第三节定················································································································.31第四节品················································································································.36第五节市场战略策划·································································································.42本章小结···················································································································.47本章练习···················································································································.47第三章客户策划··········································································································.49节客户洞察·······································································································.50第二节客户运营·······································································································.54第三节客户价值评价·································································································.60第四节客户运营策划·································································································.62本章小结···················································································································.64本章习题···················································································································.65第四章产品与供应链策划····························································································.66节理解产品·······································································································.67第二节选················································································································.75第三节跨境供应链选择······························································································.88第四节产品运营·······································································································.91第五节产品与供应链策划···························································································.97本章小结··················································································································.101本章习题··················································································································.101第五章定价与促销·····································································································.103节定价基础······································································································.104第二节定价实践······································································································.108第三节促···············································································································.113第四节促销策划·········································································
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