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京东运营大揭秘――28个技巧让销量步步高

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京东POP平台纪念年的持续高速发展是中国电商行业的一个奇迹。目前京东已经拥有1.2亿注册用户,在售商品超过1800万种,日订单峰值超过826万,jd.com日均PV超过2亿次。这些数据下,越来越多的企业开始重视在京东平台的发展和规划。 本书结合京东商城开放平台的各种规则,将京拍档的运营经验分解到每一个运营模块中,*书涵盖了京东POP运营所有重点知识。

Author Description

北京京拍档科技有限公司是国内一家专业定位于服务京东卖家的第三方运营服务商。致力于成为中国领先的电子商务解决方案及软件服务的提供商。京拍档在电商代运营领域拥有众多产品运 作经验。可为传统品牌客户提供电子商务 规划、培训咨询、签约入驻、产品拍摄、店铺装修、搜索优化、站外推广、客服管理、营销策划、日常运营、软件服务、仓 储物流等一站式电子商务解决方案及外包服务。公司下设运营部、技术部、招商部、设计部、市场营销部、人资行政部、财务部、培训部等八大部门。核心团队成员均来自京东、淘宝、阿里巴巴等互联网知名企业。在京东商城的运营推广、技术优化领域具备较强的核心竞争力。已经加入京东帮,成为京东商城推*的电商服务运营商。京拍档运作数百家家国内外品牌,运营商家月交易额突破千万元,每月保持着200%的增长。积累了大量的电商商务运作经验,也取得不错的业绩和口碑。京拍档是无论从运营商家、运营实力、技术服务方面都是国内头屈一指的京东代运营商家。公司服务公司涵盖了京东平台*品类运营,运营了韩都衣舍,御泥坊,十月妈咪,水星家纺,九州鹿,乔山跑步机,凯仕乐,波司登,西溪漫步,百事,恒源祥,polo,凡茜等近30个国内外品牌。公司与京东商城、E店宝、五洲在线、发网、shopex、网策咨询、亿帮动力、派代等机构结成战略合作伙伴。

Catalogue

上篇京东 POP 开放平台 1

1 关于京东 POP,你必须了解这些事儿 2
技巧 1 : 了解京东 POP 现状 3
技巧 2 : 别把京东当天猫 7
技巧 3 : 百亿物流便利多 11
技巧 4 : 京券 or 东券?一定要分清 17
技巧 5 : 阿里用旺旺,京东用咚咚 23

2 新手开店,这几个步骤不能少 29
技巧 6 : 开店入驻,这些流程必须懂 30
技巧 7 : 店铺这样装修,顾客才喜欢 36
技巧 8 : 用精细的详情页打动顾客 42
技巧 9 : 订单管理,各个模式都摸清 46
技巧 10 : 洞悉顾客需求,做好移动端 59

3 商品推广,招招直逼要害 66
技巧 11 : 掌握“京准通” ,让营销更精准 67
技巧 12 京准通的常见问题处理好 76
技巧 13 : 打造一款完美的爆款 79
技巧 14 : 先团购,后爆款 86
技巧 15 : 抓住两个关键点, “6.18”一战而胜 89
技巧 16 : 促销活动,一个都不能少 95
技巧 17 : 关联营销,让顾客非买不可 103
技巧 18 : 两方面入手,巧妙提高客单价 111

4 影响搜索排名那些事儿 116
技巧 19 : 让流量疯涨,先了解流量结构 117
技巧 20 : 排名靠前的秘密 : 优化,优化,优化 120
技巧 21 : 走出关键词优化的误区和疑问 130
技巧 22 : 升权 or 降权,搜索权重规则说了算 134
技巧 23 : 改变排名不稳定的祸首――SKU 138

5 牢记这几条,才能成为运营牛人 142
技巧 24 : 数据罗盘的 n 种分析 143
技巧 25 : 巧把差评变好评 153
技巧 26 : 工单问题,回复要巧妙 158
技巧 27 : 把老客户当个宝 166
技巧 28 : 避免运营的九个误区 171

下篇精选案例解读 177

1 铸味锅具 :给男人一个下厨的理由 178
京拍档资深运营告诉你 : 沉重的黑铁锅也可以卖得很火

2 康信皮革 :牛皮凉席的逆袭之道 187
京拍档资深运营告诉你 : 卖产品,先挖掘出产品的优势

3 谷金母婴 :一个经销商的难言之隐 198
京拍档资深运营告诉你 : 厂家控货,就跟他干到底

4 SAVA 自行车 :一个高性价比的“德国品牌” 208
京拍档资深运营告诉你 : 给产品一个完美的“包装”

5 中国水产 :真正来自南极的冰鱼 216
京拍档资深运营告诉你 : 做海鲜,就要全程冷链不掺假

6 公狼户外 :让你像狼一样出行 223
京拍档资深运营告诉你 : 个性产品,从一款个性的首页开始

7 乔山跑步机 :戴着镣铐跳舞的传统企业 230
京拍档资深运营告诉你 : 好好利用传统品牌的知名度

8 水果大王 :荔枝大战,胜者为王 238
京拍档资深运营告诉你 : 卖水果推出活动要应季

9 鲁花花生油 :滴滴鲁花,健康万家 244
京拍档资深运营告诉你 : 要找到产品独一无二的卖点

Introduction

2010 年,京东向第三方商家开放,POP 开放平台业务正式上线。几年内,数万商家纷纷入驻京东 POP 平台。随着京东 POP 平台的不断壮大,商家也遇到了很多运营方面的问题,非常需要一些专业的知识和技巧来指导。

于是,这本《京东运营大揭秘 : 28 个技巧让销量步步高》应运而生。这是一本全面而系统地讲解京东开放平台运营的指导书,十分实用。总的说来,这本书有三大特点 :

第一,语言通俗,内容实用。作者用通俗易懂的语言讲解了京东开店的整个流程,以及京东店铺运营的基本操作方法,帮助商家解决京东开店遇到的各类问题,真正做到全面和实用。

第二,案例丰富,讲解细致。为了更好地指导商家掌握京东店铺的运营技巧,本书精选了九个典型的真实案例,并将这些牛人的宝贵经验进行总结和提炼,让商家以最有效的方式把店铺运营起来。

第三,实战经验,权威性强。本书的作者是京拍档创始人王文峰,在本书的编写过程中,很多京拍档的一线业务精英及资深产品运营经理都参与了进来。书中对商家店铺运营的各方面基础问题进行了详细的讲解,是一本不可多得的实用性指导书。

总而言之,这本书内容很实用,系统地围绕京东 POP 平台进行了讲解,可让商家在经营过程中少走弯路,堪称京东店铺运营必备的工具书!如果要找一个合适的词来形容近年来电子商务的发展,那么也许只有 “井喷”一词最恰当。随着电子商务的“井喷” ,也激发了很多人通过网络赚钱的梦想,而京东 POP 平台就成了最好的选择。

但是,梦想很丰满,现实很骨感。很多商家在入驻京东之后,都不可避免地遇到了很多问题 :

● 花钱做了很多推广,流量上去又下来,起起落落,心也跟着起起落落,长期下去怎么办啊?

●想尽了各种办法,转化率却还是一如既往的低,没有理由,没有原因,抓狂也无济于事,自查店铺布局、页面等都无法找到症结!

● 促销做了不少,但是只促不销,狠心降价搞活动,结果一搞活动就赔钱!

● 分析店铺瓶颈,提高流量转化率,稳步提升网店整体销量,一直是个头疼的问题!

针对这些问题,京拍档根据自身多年的实战经验,推出了这本实用性很强的指导书。这本书针对京东商家,详细讲解 了京东平台推广工具的使用、店铺日常运营管理、商品的拍摄与店铺优化、店铺推广及营销等方面内容,让商家在店铺运营、装修、推广等各个方面,都不再发愁,堪称是一本京东开店的必读之书。

近年来,电子商务的浪潮几乎席卷了全球,在这股浪潮下,很多品牌商也都加入了电商大军,选择在京东 POP 平台开设自己的旗舰店。然而,随着市场竞争的日益激烈,商家们发现,开店容易,想把店铺做成功却很难。

那么,面对成千上万的竞争者,应该怎么做,才能把京东店铺运营得风生水起呢?这是很多京东商家都在思考的问题。

大家都明白,想要杀出重围,必须要掌握一定的店铺运营知识和技巧。而京拍档的这本《京东运营大揭秘 :28 个技巧让销量步步高》恰好满足了他们的需求。

这本书以京东店铺运营为主旨,系统、全面地介绍了与开京东店铺有关的各种技能。此外,书中还介绍了各类京东店铺的成功实例,为读者提供最全面、最实用、最有效的京东店铺运营指导。

这本书通过清晰的讲解、实战的分享,手把手地教商家如何开好京东店铺,是京东开店的经验之谈。在京东店铺运营方面,这本书能够给商家带来很多启发,让商家在经营过程中少走很多弯路。


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