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。

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