本书以“跨境电商B2B数据运营职业技能等级证书（初级）标准”为依据，全书共10个项目，分别为跨境电商视觉与体验设计认知、图片拍摄、图片处理、短视频拍摄、短视频编辑、店铺视觉营销策划、PC端旺铺首页设计、PC端旺铺二级页及详情页设计、无线端的视觉与体验、旺铺视觉诊断与优化。每个项目均分解为若干任务，每个任务均包含知识梳理、操作体验和应用实战3个模块。完成全部项目后读者能基本掌握阿里巴巴国际站店铺装修相关的基础技能，达到跨境电商B2B店铺设计助理岗位的技能要求。本书适合作为培训教材，也可以作为高等职业院校相关电子商务专业核心课程教材，或者作为相关从业人员参考用书。

北京水木学成教育科技有限公司是从事教育咨询与技术服务的高科技企业，在教育产品研发、人才测评、数据咨询和企业人力资源服务等领域有着丰富的经验。公司多年与清华大学（软件学院）共建"现代服务工程标准体系联合研究中心”，该中心以服务外包和跨境电子商务产业为重点，进行人才标准、测评体系和教育资源研发，并承担教育部和商务部委派给清华大学的相关课题的具体组织实施工作，科研成果多次通过两部委鉴定，并有成果获得清华大学特等奖及北京市一等奖。公司是国家服务外包人力资源研究院（简称NISO）的科研成果推广单位。NISO是由国家教育部、商务部联合发文，依托清华大学设立的国家级研究院，主要工作涉及人才培养与学科建设，产业研究与数据咨询，政府智囊与决策支持，以及相关产业人力资源标准制定与国际合作，旨在解决当前我国服务外包产业发展中的人才困境难题，建立人力资源标准，完善人才培养和评价体系，为产业结构调整做好人力资源储备。受阿里巴巴和NISO委托，公司承担"跨境电商B2B数据运营”教育部1+X职业技能等级证书项目技术支持和考务组织工作。公司还参与人社部新工种职业标准制定工作，在多个领域为行业领先企业协同开发职业技能标准及认证联合运营工作。多年来，公司在服务外包、跨境电商等新兴产业领域，与地方政府、高等院校、企业组织等进行着多层次的高效合作，深受社会各界的信任与好评。公司管理团队有着深刻的清华基因，"自强不息，厚德载物”，成立十余年来，公司踏踏实实做研发，认认真真做服务，为促进院校职业教育改革和产业升级转型做出了应有贡献。

项目一跨境电商视觉与体验设计认知·············································································.1
任务一 发现视觉效果···································································································.1
任务二感知体验设计···································································································.6
任务三探究影响视觉与体验的因素·················································································11
项目小结···················································································································.13
项目训练···················································································································.13
项目二图片拍摄··········································································································.15
任务一 了解拍摄器材·································································································.15
任务二明确拍摄任务·································································································.23
任务三拍摄前准备····································································································.28
任务四拍摄图片·······································································································.32
项目小结···················································································································.41
项目训练···················································································································.41
项目三图片处理··········································································································.44
任务一 了解 Photoshop 及其基本操作·············································································.44
任务二 Photoshop 抠图技巧·························································································.49
任务三图片的美化与精修···························································································.57
任务四图像切片处理·································································································.63
项目小结···················································································································.66
项目训练···················································································································.66
项目四短视频拍摄······································································································.68
任务一 了解视频拍摄器材与道具··················································································.68
任务二理解视频拍摄任务···························································································.74
任务三拍摄脚本创作·································································································.78
任务四视频拍摄·······································································································.82
项目小结···················································································································.86
项目训练···················································································································.87
项目五视频编辑··········································································································.88
任务一 主图视频制作·································································································.88
任务二详情视频制作·································································································.98
任务三 FEEDS 短视频制作·························································································.107
本章小结··················································································································.113
本章练习··················································································································.113
项目六店铺视觉营销策划···························································································.114
任务一 了解店铺定位································································································.114
任务二图片素材收集与规划·······················································································.118
任务三店铺色彩搭配································································································.125
任务四视觉营销文案策划··························································································.131
项目小结··················································································································.134
项目训练··················································································································.134
项目七 PC 端店铺首页设计·························································································.136
任务一 店招设计与发布·····························································································.136
任务二导航栏设置···································································································.139
任务三通栏广告设置································································································.142
任务四热区切图······································································································.145
任务五店铺首页整体设计与发布·················································································.148
本章小结··················································································································.154
项目训练··················································································································.154
项目八 PC 端店铺二级页及详情页设计·······································································.156
任务一 店铺二级页面设计··························································································.156
任务二详情页母版设计·····························································································.161
任务三详情页模板设计·····························································································.165
任务四详情页的切片与上传·······················································································.171
任务五主题营销活动海报设计····················································································.178
项目小结··················································································································.182
项目训练··················································································································.182
项目九无线端的视觉与体验·······················································································.183
任务一 无线端旺铺首页设计·······················································································.183
任务二无线端旺铺详情页设计····················································································.189
任务三无线端旺铺装修·····························································································.199
项目小结··················································································································.203
项目训练··················································································································.203
项目十旺铺视觉诊断与优化·······················································································.206
任务一 查询并计算首页跳出率····················································································.206
任务二用数据评估各页面的设计效果···········································································.211
任务三旺铺装修综合评价与优化·················································································.219
项目小结··················································································································.226
项目训练··················································································································.226