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