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。

自“市场营销”概念诞生以来，各种经典营销案例层出不穷。在如今的互联网时代，这 些经典案例常常被整理出来，并快速分享。因文字可读性强、图片充满趣味性、视频抓人眼 球，阅览经典营销案例本身已成为一种大众娱乐。在大学，营销课通常也比其他课程更受学 生欢迎和期待。我每每被优秀的营销创意所吸引，常有叹为观止的感受，一次又一次刷新这 种感受。终于有一天，我确定在营销领域，“观止”将永不会发生。因为创意无限，因为人类 在发展，因为每个时代都有那个时代的“真善美”。 随之而来的是焦虑，年龄一天天增长，焦虑也在增长。当我发现无法理解的营销成功案 例越来越多时，会陷入焦虑；当非常努力思考依然无法提出让自己满意的营销创意时，会陷 入焦虑；当与年轻人一起“头脑风暴”，感受他们天马行空的新点子时，也会陷入焦虑。这种 焦虑在6 年前一脚踏入跨境电商领域时达到了顶峰。 电商营销“套路”深不可测。当我思考如何能将一个店铺经营好时，朋友给我展示了他 的奇葩玩法，这些“神操作”在电商领域频繁发生着，创造了一个个业绩奇迹，但很难见诸 书本。我想继续深入电商产业，收罗这些创意和技巧，臆想着这些能让我成为电商营销大师。 直到有一天，另一个朋友跟我眉飞色舞地描述他如何用超低成本“购买”了20 万美元 的信保额度，已见怪不怪的我突然意识到中国的电商营销正走在一条危险的道路上，这一认 知让我脊背发凉。《孙子兵法》讲，“以正合，以奇胜”，市场营销应用领域一直在追求“奇”， 而忘了“以正合”。事实上，现代营销学之父科特勒早已指明，营销学核心的4P①中，促销只 是其中很小的一部分，更重要的还是客户、产品及其价格（价值）。他还一直坚持构建和优化 营销框架体系，让营销人能够通观全局。 正是在这样的背景下，我强力推动了“跨境电商B2B 数据运营”职业技能等级标准的修 订，把原标准关注营销工具灵活应用的导向修改为关注构建营销框架体系，以顺应“正合奇 胜”的先贤教导。 然而，事情并不如想象般顺利。正如前面提到的，我感觉现在的跨境电商领域内部从业 人员已在“奇巧”的道路上走得太远，当我把我的构想阐述给部分业界同人时，很多人并不 看好。他们认为想法是好的，也有意义，但很难接地气，结局可能是“爹不疼娘不爱”，教育 界和产业界都不接受。此时，湖南人的执拗冒了出来，我坚持把本书做成了现在的结构，并 做好了被各种质疑的心理准备。为了不被“骂”得太狠，我在前言中先行为自己辩护，阐述 自己的观点。 本书的框架结构源自科特勒的《营销管理》一书，营销框架体系并不容易创新，站在巨 人肩膀上成为必选。但直到2019 年，科特勒更新的营销框架依然只做到自成体系，并未在模 型层面与战略管理、组织行为学等发生有机关联。本书的营销框架13N1 模型借鉴了战略分 ① 4P：产品（product）、价格（price）、渠道（place）、促销（promotion）。 层思想，将框架分为战略、战术和战斗三层，与组织架构的职级层次实现了对应，并在最后 一章按三个层级阐述了整合营销模式。这样，13N1 模型不但自成体系，而且与其他管理类课 程实现了有机关联，使得模型内在逻辑性、系统性和外延稳定性更强。 这是我自认为最满意的地方，也是产业界部分朋友质疑最多的地方。他们的观点是，按 本书主张的那样追求系统性，必然导致市场响应慢，企业可能快速死亡。而我的观点是，营 销应做到系统性、有章法，才能真正支撑品牌打造和“品牌出海”。这两种观点目前看不出谁 对谁错，请读者和我们一同迎接未来，见证最终的结局。 电商节奏快是不争的事实，营销框架的系统设计是战略层的事，让CMO 去头疼好了， 其他营销人员一定要跟上快节奏，所以本书在强调框架系统性的同时，也赞同互联网行业广 为接受的“快速试错”“效率第一”的观念。例如，在营销框架的落地执行上，本书提出了 PDCA-DCA-DR 三层循环。在各章的落地工具上，一般会给出“简易策划表”。在一些量化 指标的计算上，甚至牺牲严谨性，鼓励使用简易算法或快速试算。这些地方很多，建议读者 更关注这样做的背后意义，而不必苛责简化导致的不严谨、不周全。 正是因为电商产业界还没有系统的营销框架，学术界对一些新的规律、指标和方法也没 有深入研究，本书提出了大量新概念、新工具和新方法。例如，上文提到的13N1 模型、 PDCA-DCA-DR 三层循环实践、简易策划表，第二章的最优市场战略函数、市场战略画布， 第四章的选品策略矩阵，这一章还将选品策略与波特五力模型进行关联，主张将所有选品策 略归纳为横向和纵向两大类……显然，这些创新点还很粗糙，还有待业界同人共同努力改善。 这样做一方面是因为跨境电商营销策划领域还太新，笔者的研究还太粗浅，无法做到更好； 另一方面笔者又希望对已经观察到的新规律进行归纳总结，哪怕只是块砖，也要抛出来，万 一引出玉了呢？ 另外，互联网产业，特别是细分的电商、游戏、数字媒体等领域，中国已走在世界前列， 由中国人总结的一些规律也有了相当的价值。个人比较喜欢陈威如、余卓轩的《平台战略》、 杨飞的《流量池》，在本书中均有大量引用。参与本书编写的何英的“七星经营系统”课程也 给了笔者很多灵感。建议读者找到这些原著深入研究，必将受益匪浅。 本书以“跨境电商B2B 数据运营”职业技能等级标准（高级）为依据，是跨境电商营销 人员的高阶读物，建议读者先通过“跨境电商B2B 数据运营”职业技能等级证书中级考试， 最好具备一定的数据运营实践经验。本书共分11 章，第一章提出跨境电商营销框架13N1 模 型及其落地实践方法；第二章介绍战略层任务市场与品牌战略；第三、四、五、七章是战术 层任务：包括客户策划、产品策划、定价策划、渠道（对应4P）策划；第十一章是未归入三 层框架的营销创新；其他章均属于战斗层任务，包括视觉、社会化媒体、EDM、服务营销策 划。每章均有4～5 节，大致按定义、方法、评价、策划的逻辑组织内容。希望读者能做到概 念清晰，熟悉方法，科学评价，创新策划/优化，最终能建构一套适合自己的跨境电商营销框 架体系，这也是对高级运营人员的要求。 本书配套资料有PPT 课件、线上课程和训练题库，可联系责任编辑获取相关资源或链接 地址：chitty@phei.com.cn。

第一章概论···················································································································.1 第一节数字营销时代···································································································.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 第一节市场调查·······································································································.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 第一节客户洞察·······································································································.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 第一节理解产品·······································································································.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 第一节定价基础······································································································.104 第二节定价实践······································································································.108 第三节促···············································································································.113 第四节促销策划······································································································.122 本章小结··················································································································.125 本章习题··················································································································.125 第六章视觉营销策划··································································································.126 第一节视觉营销概述································································································.127 第二节跨境电商的视觉与体验····················································································.129 第三节视觉营销效果评估··························································································.135 第四节视觉营销方案策划··························································································.138 本章小结··················································································································.142 本章习题··················································································································.142 第七章平台营销策划··································································································.143 第一节概述············································································································.144 第二节阿里巴巴国际站营销矩阵·················································································.147 第三节店铺经营指标体系··························································································.153 第四节跨境电商平台营销策划····················································································.156 本章小结··················································································································.160 本章习题··················································································································.160 第八章社会化媒体营销策划·······················································································.162 第一节概···············································································································.162 第二节社会化媒体品牌营销及其成效分析·····································································.165 第三节社会化媒体获客及其成效分析···········································································.168 第四节社会化媒体再营销及其成效分析········································································.172 本章小结··················································································································.177 本章习题··················································································································.178 第九章 EDM营销策划································································································.181 第一节概述············································································································.182 第二节实施 EDM ····································································································.184 第三节 EDM的成效评价···························································································.189 第四节 EDM策划····································································································.193 本章小结··················································································································.195 本章习题··················································································································.195 第十章服务营销·········································································································.198 第一节服务与再营销································································································.199 第二节社群运营······································································································.204 第三节服务营销评估································································································.208 第四节服务营销策划································································································.212 本章小结··················································································································.216 本章习题··················································································································.217 第十一章跨境电商营销创新·······················································································.218 第一节营销创新概述································································································.219 第二节直播营销······································································································.221 第三节高阶营销技巧································································································.231 第四节营销创新环境与激励·······················································································.240 本章小结··················································································································.244 本章习题··················································································································.244

http://www.hxedu.com.cn/hxedu/fg/book/bookinfo.html?code=G0424270