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Jingdong book

一本书读懂分众电商

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Jingdong book

一本书读懂分众电商

Name: 一本书读懂分众电商
Brand: Jingdong book
SKU: 3102019771
Price: 26.91 USD
Availability: OutOfStock

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随着移动互联网的普及，未来电子商务企业将拥有极速供应链和精准的目标用户。从某种角度来说，“大而全”将被“小而美”所取代。垂直电商正在向分众电商进化，一大批服务于某一特定人群的分众电商正在崛起。那么，分众电商是如何发展而来的？它具备哪些特点和优势？它在运营时又会遇到什么难题呢？就让我们通过阅读本书，一起了解分众电商。

“大众”落幕，“分众”起航
传统电商平台存在的六大问题
一切行业都是创意业
引导需求：粉丝就是生产力
分众营销：从小众渠道挖掘大众市场
品牌黏性：让用户爱上你、习惯你
运营管控：化解分众电商的四大运营难题

Content Description

我国的电子商务行业经历了十几年的快速发展，已经从早期的大众电商时代步入垂直电商时代。近年来，垂直电商也遇到了新的挑战，众多电商企业纷纷转型分众电商。到底什么才算是分众电商？分众电商拥有哪些特点和优势？分众电商应该采用什么样的经营模式和营销方式？
《一本书读懂分众电商》共分为7章，分别介绍了分众电商的特点、传统电商的困境、创新行业、需求引导、分众营销、品牌黏性和运营管控七个方面的内容，并以图文结合的方式穿插了大量案例，读者可以更加全面、系统地了解分众电商。
《一本书读懂分众电商》适合电子商务从业者以及其他对分众电商感兴趣的读者阅读。

Author Description

张学亮，移动互联网观察者和参与者，乐帮传媒联合创始人，积累了诸多互联网创业经验和营销管理经验，对互联网企业的发展历史有着深刻的理解与感悟。历任多家分众电商的产品经理，对互联网时代分众电商的营销工作有着独到的见解，曾发表多篇专业文章。

Catalogue

第1章“大众”落幕，“分众”起航／ 1
1．1 私人定制的未来／ 3
1．2 呼啸而至的“95 后”市场／ 7
1．3 从垂直到分众／ 13
1．4 小而美的世界／ 18
1．5 以顾客为导向／ 23
1．6 仅有技术远远不够／ 29
1．7 从“圈地”到“圈人” ／ 34

第2章传统电商平台存在的六大问题／ 41
2．1 降价：物美价廉的时代已经过去／ 43
2．2 冒进：不计后果的盲目扩张／ 47
2．3 漏洞：意识漏洞比技术漏洞更可怕／ 51
2．4 烧钱：提前到来的资本寒冬／ 55
2．5 非人性化设计：用户体验永远是第一位的／ 59
2．6 隐性危机：高悬的“达摩克利斯之剑” ／ 62

第3章一切行业都是创意业／ 67
3．1 有趣就会有收获／ 69
3．2 应运而生的创意类电商／ 74
3．3 分众电商创业者的自我修养／ 78
3．4 加速快跑，轻装上阵／ 84
3．5 分众电商的顶层设计／ 87

第4章引导需求：粉丝就是生产力／ 91
4．1 明确自身定位／ 93
4．2 准确认知客户／ 97
4．3 寻找产品的“萌点” ／ 102
4．4 切莫忘记周边产品／ 108
4．5 迎合需求不如引导需求／ 112
4．6 摸准粉丝的真实心理／ 116

第5章分众营销：从小众渠道挖掘大众市场／ 121
5．1 口碑营销：用户就是宣传队和播种机／ 123
5．2 套餐营销：满足用户全方位需求／ 126
5．3 精准营销：用广告语抢占用户心理地位／ 131
5．4 快乐营销：卖的不是产品，而是快乐／ 134
5．5 同城营销：同好会的营销价值／ 140
5．6 活动营销的五大要素／ 142

第6章品牌黏性：让用户爱上你、习惯你／ 149
6．1 需要不等于需求／ 151
6．2 超预期：让客户记住你／ 154
6．3 品牌联想：赋予品牌更深的内涵／ 158
6．4 做品牌绝不是一锤子买卖／ 161

第7章运营管控：化解分众电商的四大运营难题／ 167
7．1 供应链：量入为出，精细管控／ 169
7．2 仓储+ 配送：“最后一公里”的完美体验／ 175
7．3 沟通渠道：清除企业和用户之间的交流障碍／ 180
7．4 财务管理：告别资金链断裂的窘境／ 185

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