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本教材根据跨境电商网络营销岗位的工作任务及能力要求而设计，分为七个项目，分别为：跨境网络营销认知、跨境网络营销环境与市场调研、跨境网络市场分析、跨境电商站外营销工具、跨境电商站内营销工具、跨境电商网络营销数据分析、跨境网络营销策划。通过对本书的学习，学生不仅能够掌握在网络条件下开展跨境网络市场调研以及各种跨境网络营销的技术手段和方法，还基本能够独立分析和解决跨境网络营销实践中遇到的问题。本书可作为高职院校跨境电子商务、国际经济与贸易、物流管理、国际商务等专业相关课程的教材，也可作为跨境电商行业从业人员的学习及培训用书。

项目一 跨境网络营销认知 ·········································································001 
任务一 认识跨境电子商务·····································································003 
任务二 认识跨境网络营销····································································.011 
项目二 跨境网络营销环境与市场调研 ·························································018 
任务一 跨境网络营销环境·····································································020 
任务二 跨境网络市场调研内容·······························································034 
任务三 跨境网络市场调研的方法和步骤···················································047 
项目三 跨境网络市场分析 ·········································································062 
任务一 跨境网络消费者分析··································································064 
任务二 跨境网络市场细分·····································································075 
任务三 跨境网络目标市场定位·······························································084 
项目四 跨境电商站外营销工具···································································090 
任务一 搜索引擎营销···········································································092 
任务二 电子邮件营销···········································································105 
任务三 海外社交媒体营销····································································.110 
任务四 社群营销·················································································131 
项目五 跨境电商站内营销工具···································································135 
任务一 亚马逊站内营销活动··································································137 
任务二 敦煌网站内营销活动··································································150 
任务三 速卖通直通车付费推广·······························································161 
项目六 跨境电商网络营销数据分析·····························································167 
任务一 数据分析的认知········································································169 
任务二 跨境电商数据分析的认知····························································174
任务三 跨境电商主流平台店铺数据分析 ·················································.191 
项目七 跨境网络营销策划 ·······································································.226 
任务一 跨境网络品牌营销策划 ·····························································.229 
任务二 跨境网络产品营销策划 ·····························································.242 
任务三 跨境网络活动营销策划 ·····························································.248 
附录 A：实训平台免费账号开通指引 ···························································.254 
参考文献 ································································································.256

随着互联网基础设施的完善和全球性物流网络的优化，跨境电商一直保持着较高的增长态势，交易规模日益扩大。但随着市场竞争环境的日趋激烈，“流量为王”的时代到来，跨境卖家如何获得更多的流量？在数字贸易大背景下，采用恰当的网络营销策略，有助于跨境电商企业更好地开拓海外市场，提高产品市场占有率。
与其他同类教材相比，本书的特色主要体现在以下几个方面：
1．根据工作过程构建教材体系
本教材对职业岗位所需的知识和能力结构进行了恰当的设计安排，采用任务驱动教学的模式编写，力求教材内容贴近工作过程。教材设计了“情景案例”“任务实施”“任务小结”“拓展训练”“任务评价”等栏目。
2．教材内容先进实用
本教材强调专业知识的先进性，将新知识、新案例、新规范、新标准、新方法等融入教材。注重培养学生的应用能力和创新能力，体现了“实用性”和“职业性”并举的高职教育特色。
3．校企“双元”开发
本教材由高职高专院校跨境电子商务专业带头人、工作在教学一线的骨干教师与企业人员共同完成。注重行业指导、企业参与，“双元”合作开发教材。可为读者提供理实一体化的教学实训平台，并引进企业真实项目供教学使用，使教材内容与跨境电商工作岗位的要求高度匹配。
建议使用本教材的教师在教学中注重案例分析与讨论、课堂讲解、实践操作的有机结合。参考学时为 48～64 学时，各项目的参考学时如表 0-1 所示。
                                       表 0-1 学时分配表
项 目                        内 容                                         学 时 
项目一        跨境网络营销认知                               4～6 
项目二       跨境网络营销环境与市场调研            6～8 
项目三       跨境网络市场分析                                6～8 
项目四       跨境电商站外营销工具                        8～12 
项目五       跨境电商站内营销工具                        8～10 
项目六       跨境电商网络营销数据分析                8～10 
项目七       跨境网络营销策划                                6～8 
                     课程考评                                                 2 
                       总计                                                   48～64
本教材由梁娟娟、林少华担任主编，高彩云、杨子电、殷佳玲担任副主编。梁娟娟负责拟定大纲，构建全书框架，确定编写体例、全书统稿。具体编写分工如下：项目一、项目七由高彩云编写，项目二由梁娟娟编写，项目三由杨子电编写，项目四、项目五由林少华编写，项目六由殷佳玲编写。广州大洋教育科技股份有限公司的曾健青提供合作企业案例。
本教材还特别邀请了隋东旭老师对全书内容做了细致的审校，邀请了合作企业中有资深跨境电商网络营销推广经验的高管进行合作审核，使得教材更具有实际应用的价值。感谢电子工业出版社的姜淑晶、牛亚杰编辑对教材进行的仔细审查和修改。感谢广州大洋教育科技股份有限公司为教材配套了免费的实训资源。
由于编者学术水平有限，书中难免存在表达欠妥之处，因此，编者由衷地希望广大读者朋友和专家学者能够拨冗提出宝贵的修改建议，修改建议可直接反馈至编者的电子邮箱：
 ljjgdzy@163.com。
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跨境电商网络营销与策划