电子商务沙盘

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作者：王召义　薛晨杰

ISBN：978-7-5685-5016-1

中图分类：①F713.36

出版社：大连理工大学出版社

出版时间：2024-08-01

定价：42.80元

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　　本教材作为安徽省电子商务专业“岗课赛证”综合育人改革项目的标志性建设成果,将技能竞赛成果转化为教学资源,通过竞赛心得整理、竞赛规范整理、理论知识整理、竞赛成果整理、微课视频录制等,将竞赛内容和心得体会融合到教学中,把部分学生受训成果转化为大众化的教学资源,充分发挥了“以赛促教、以赛促学、以赛促改”的作用。本教材以课赛融合为基础、网店运营流程为主轴,全视角设计课程内容。全书共分为电商沙盘——运筹帷幄、经营流程——规则解读、市场分析——运营定位、网店推广——流量引入、订单成交——流量转化、运营策略——数据分析六个模块,每个模块包含若干个课题,每个课题包含“课题内容”和“课题训练”两部分。课题以“学练并进”的形式,将竞赛内容与专业知识、能力训练密切联系起来,构建了赛、学、练一体化的教学模式。

模块1 电商沙盘———运筹帷幄 …………………………………………………………… 1

课题1 电子商务沙盘介绍 …………………………………………………………… 2

课题2 学习路径和意义 ……………………………………………………………… 9

模块2 经营流程———规则解读 ………………………………………………………… 13

课题1 开店 ………………………………………………………………………… 14

课题2 商品采购 …………………………………………………………………… 24

课题3 网店推广 …………………………………………………………………… 29

课题4 网店运营 …………………………………………………………………… 45

课题5 网店财务 …………………………………………………………………… 51

课题6 辅助工具 …………………………………………………………………… 59

课题7 经营分析 …………………………………………………………………… 70

模块3 市场分析———运营定位 ………………………………………………………… 77

课题1 市场分析 …………………………………………………………………… 78

课题2 运营定位 …………………………………………………………………… 87

课题3 经营环境分析 ……………………………………………………………… 106

模块4 网店推广———流量引入 ………………………………………………………… 113

课题1 SEO ………………………………………………………………………… 114

课题2 SEM 推广 ………………………………………………………………… 124

课题3 SEO/SEM 推广优化 ……………………………………………………… 137

课题4 站外推广及优化 …………………………………………………………… 144

模块5 订单成交———流量转化 ………………………………………………………… 148

课题1 人群成交规则 ……………………………………………………………… 149

课题2 营销转化 …………………………………………………………………… 156

模块6 运营策略———数据分析 ………………………………………………………… 171

课题1 市场占有率分析 …………………………………………………………… 172

课题2 财务分析 …………………………………………………………………… 179

参考文献…………………………………………………………………………………… 193

附录网店运营实训高频问答…………………………………………………………… 194

课件－电子商务沙盘

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CONNECT:[ UseTime:0.004856s ] mysql:host=8.142.115.240;port=3306;dbname=demo_dutp_cn;charset=utf8
SHOW FULL COLUMNS FROM `xn_keyword` [ RunTime:0.016934s ]
SELECT * FROM `xn_keyword` WHERE `type` = 'sve' AND `type_resources` = 2 ORDER BY `sort` DESC [ RunTime:0.003033s ]
SHOW FULL COLUMNS FROM `xn_category` [ RunTime:0.018775s ]
SELECT * FROM `xn_category` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.008158s ]
SELECT * FROM `xn_category` WHERE `type` = 1 AND `is_plan` = 1 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004185s ]
SELECT * FROM `xn_category` WHERE `type` = 1 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.005519s ]
SELECT * FROM `xn_category` WHERE `type` = 2 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.004292s ]
SHOW FULL COLUMNS FROM `xn_online` [ RunTime:0.016257s ]
SELECT * FROM `xn_online` WHERE `category_name` = 'sve' AND `type` = 1 ORDER BY `sort` DESC [ RunTime:0.002865s ]
SELECT * FROM `xn_online` WHERE `category_name` = 'sve' AND `type` = 2 ORDER BY `sort` DESC [ RunTime:0.002757s ]
SELECT * FROM `xn_online` WHERE `category_name` = 'sve' AND `type` = 3 LIMIT 1 [ RunTime:0.002734s ]
SHOW FULL COLUMNS FROM `xn_sve_category` [ RunTime:0.015830s ]
SELECT * FROM `xn_sve_category` WHERE `pid` = 0 AND `status` = 1 ORDER BY `sort` ASC [ RunTime:0.002804s ]
SELECT * FROM `xn_sve_category` WHERE `pid` = 46 [ RunTime:0.002709s ]
SELECT * FROM `xn_sve_category` WHERE `pid` = 61 [ RunTime:0.002673s ]
SELECT * FROM `xn_sve_category` WHERE `pid` = 62 [ RunTime:0.002725s ]
SELECT * FROM `xn_sve_category` WHERE `pid` = 68 [ RunTime:0.002740s ]
SELECT * FROM `xn_sve_category` WHERE `pid` = 63 [ RunTime:0.002682s ]
SELECT * FROM `xn_sve_category` WHERE `pid` = 49 [ RunTime:0.002884s ]
SELECT * FROM `xn_category` WHERE `type` = 1 AND `is_plan` = 1 AND `category_type` = 'sve' ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003849s ]
SHOW FULL COLUMNS FROM `xn_footer` [ RunTime:0.016195s ]
SELECT * FROM `xn_footer` ORDER BY `sort` DESC [ RunTime:0.002856s ]
SELECT * FROM `xn_footer` WHERE `type` = 1 ORDER BY `sort` DESC [ RunTime:0.002844s ]
SELECT * FROM `xn_footer` WHERE `type` = 2 ORDER BY `sort` DESC [ RunTime:0.003007s ]
SHOW FULL COLUMNS FROM `xn_books` [ RunTime:0.016799s ]
SELECT * FROM `xn_books` WHERE `id` = 4690 LIMIT 1 [ RunTime:0.002918s ]
SELECT * FROM `xn_books` WHERE `category_id` = 1774 LIMIT 4 [ RunTime:0.011109s ]
SHOW FULL COLUMNS FROM `xn_main_banner` [ RunTime:0.016324s ]
SELECT * FROM `xn_main_banner` WHERE `category_id` = 261 ORDER BY `sort` DESC LIMIT 1 [ RunTime:0.002905s ]
SELECT * FROM `xn_main_banner` WHERE `category_id` = 260 ORDER BY `sort` DESC LIMIT 1 [ RunTime:0.002901s ]
SHOW FULL COLUMNS FROM `xn_download` [ RunTime:0.016021s ]
SELECT `d`.*,c.title as category_name FROM `xn_download` `d` INNER JOIN `xn_category` `c` ON `c`.`id`=`d`.`category_id` WHERE `d`.`book_id` = '4690' [ RunTime:0.020107s ]
SHOW FULL COLUMNS FROM `xn_download_category` [ RunTime:0.023695s ]
SELECT `images` FROM `xn_download_category` WHERE `id` = 6 LIMIT 1 [ RunTime:0.002771s ]
SELECT `images` FROM `xn_download_category` WHERE `id` = 5 LIMIT 1 [ RunTime:0.002782s ]
SHOW FULL COLUMNS FROM `xn_editor` [ RunTime:0.016851s ]
SELECT * FROM `xn_editor` WHERE `id` = 114 LIMIT 1 [ RunTime:0.002775s ]

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