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Jingdong book

淘宝店营销与推广:策略、方法、技巧与实践

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淘宝店营销与推广:策略、方法、技巧与实践

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《淘宝店营销与推广:策略、方法、技巧与实践》,营销,是为了解决转化问题;推广,是为了解决流量问题。做不好淘宝,非就这是解决不了这两个问题,而全书正是以营销和推广为主题展开的。《淘宝店营销与推广:策略、方法、技巧与实践强调实用,不搞纸上谈兵,内容通俗易懂。不管您是刚刚接触淘宝的新手,还是已经从事多年的老手;不管您是担任淘宝运营、推广一职,还是自己开淘宝店的老板,相信本书一定能够给你带来一定的收获和思考!

Catalogue

第1章 淘宝开店常见的认识误区

第2章 淘宝开店 定位先行

第3章 选择好产品是成功的开始

第4章 店铺内功见营销功底

第5章 淘宝营销的数据化运营

第6章 几种最常用的淘宝数据工具及应用

第7章 淘宝直通车入门到高阶

第8章 钻石展位2.0时代

第9章 淘宝的自然搜索

第10章 浅谈打造爆款的思路和注意事项

第11章 淘宝活动报名

第12章 必不可少的软文推广


Introduction

随着电子商务的发展,尤其是作为电子商务第一大平台淘宝的多年发展,越来越多的个人以及企业意识到在淘宝开店是有利可图的。既然想真正玩转淘宝,那有关淘宝营销和推广的学习和实践是必须的。但是在学习和实践的过程中,碰到了种种的困难。有些问题甚至
长期不能得到有效的解决。如何克服这些困难,在一本书中既讲清基本的、必备的理论知识,又能够使读者快速从容上手操作,成为一名合格甚至优秀的淘宝店铺操盘手,这是本书要解决的。作者凭借多年的知识积累和淘宝实战经验,并通过和一起共事多年的望族良哥(网名)一起研究、讨论和学习,浓缩成这本书奉献于您的面前,她采用了大量的图表与案例分析,行文深入浅出、图文并茂,将枯燥生硬的理论知识用诙谐幽默、浅显直白的口语娓娓道来。
本书抛开深奥的理论化条文,除了必备的基础理论知识介绍外,绝不贪多求全,特别强调实务操作、快速上手,绝不囿于示意与演示,更注重实战展示。相信跟随着本书的介绍,你的淘宝开店之旅一定会成为一种难忘的幸福体验。
因受作者水平和成书时间所限,本书难免存有疏漏和不当之处,敬请指正。
本书特色
1.内容全部来源于作者的多年淘宝实战经验,避免大而全和假大空
由于目前很多有关淘宝开店指导的书籍和网上的各种文章,要么是过于理论化,好多所谓的讲师甚至都没有实战过,讲出来的理论都是纸上谈兵,不能落地;要么是大而全,像一本淘宝开店的百科全书,使得真正重点的东西没有讲透彻。本书的作者拥有多年的淘宝实战经验,深知目前淘宝店主和学习者真正的知识需求和操作困难在哪里,有效避免了大而全和假大空。
2.行文幽默诙谐,实打实的口语化,即使您基础薄弱,马上可以开悟作者的讲授绝不是板着面孔、死板教条式的,作者以幽默诙谐、贴近时代的语言进行生动、通俗的讲解,犹如一位你的老朋友在和你聊淘宝的点滴,帮助你缩短成为淘宝营销达人的时间。这就使得整个
学习过程变得简单、生动起来。
3.本书内容在给您带来“干货”的同时,更多的是带给您思维上的提升相信在苦苦探索淘宝玩法的您,在读完本书后,不但能学习到真正的淘宝操作干货,更多的是在整个淘宝营销和运营推广思路上获得较大的提升,至少,本书是会带给您诸多思考的!当您对整个淘宝营销思路更清晰的时候,相信您离成功就不远了!
本书内容及体系结构
第1章淘宝开店常见的认识误区
本章从分析目前淘宝整个环境为前提,深度剖析,解答了目前大部分朋友想在淘宝开店,而产生的一些认知误区。从而使准备开店或已经在开店的朋友,对淘宝有一个更正确的认知,从而能够更好地往正确路线去走,避免或少走弯路。
第2章淘宝开店定位先行
本章阐明了定位的重要性。说明了为什么要定位,以及如何定位。深度分析对目标人群和产品的定位,让读者深刻理解定位对一个店铺的重要程度,从而在开店之前,就做到胸有成竹。很多人都没有意识到定位的重要性,实际上,好的定位,等于成功了一半!本章内容就是为了让读者重新认识定位。
第3章选择好产品是成功的开始
本章将会告诉你如何找到一个好产品,找到暴利产品。我们都说选择大于努力,这句话是非常正确的。如果能够选对了一个好的产品,那么就很容易将该产品打造成爆款,并且口碑很好,随之而来的就是源源不断的回头客,店铺和产品的动态评分也会很良好。所以选择好产品是成功的开始,否则的话,选择不对,努力白费。学习本章,读者应有意识地培养自己的思维习惯,并结合定位一章去深刻思考。
第4章店铺内功见营销功底
本章聊聊针对店铺我们要做的一系列营销动作。很多人往往犯了这样的毛病,就是拿一款产品想到网上去卖,一开口,就是我这个产品应该怎么推广?其实这在思维模式上犯了天大的错误,包括我自己,那时候也是在这方面形成一个大大的思维误区,导致自己走了很多很多的弯路。才逐步看到了一些背后的本质因素。把店铺内功做好了,把营销做到位了,才能够让你的店铺越做越好。
第5章淘宝营销的数据化运营
本章告诉读者如何通过对数据的统计和分析,从中发现规律和本质,从而更好的指导我们运营工作往更好的方向去展开。网络时代给我们带来很多好处,因为你可以利用网络去分析很多的数据。通过本章,读者可以了解到怎么利用数据去指引自己下一步的步伐,怎么优化,
怎么整改,制定合理的战略布局,这才是要去做数据分析的目的。
第6章几种最常用的淘宝数据工具及应用
本章介绍了淘宝几种常用工具,目的是为了让有需要的朋友,明白有些重要的数据,可以通过哪些工具的功能去获得,而不是详细介绍每款工具的具体使用方法。当然,围绕淘宝有关的数据工具,肯定不止我介绍的这几种。数据工具在于适用,自己感觉够用就好,不需要太多。这样反而解决了很多朋友因为工具太多而混乱的局面。
第7章淘宝直通车入门到高阶
本章带领你从零基础开始,十二步搞定直通车。淘宝直通车,是每一个真正想玩好淘宝人员的必备引流工具。所谓的爆款的打造,往往都离不开直通车。很多人烧直通车,不管三七二十一,就盲目去操作。花了一些钱,发现没效果,马上就放弃了,并且从此再也不想去触碰这个东西,得出的结论就是直通车除了烧钱,根本没用,就是个坑爹的货!真的如此吗?未必。通过本章的内容,相信你会对直通车有一个全新的认识!
第8章钻石展位2。0时代
本章介绍的是另一个淘宝主力引流推广渠道:钻展2。0。既然有2。0,那就是有老版本的1。0。。钻展的1。0和2。0,里面投放规则和一些细节的改变,还是蛮大的。网上很多流传着的文章,还是基于1。0版本的,已经过时了。如果你现在去投放,却去看1。0的文章,那很多内容就看的云里雾里的。本章带领大家玩转钻展2。0。
第9章淘宝的自然搜索
本章介绍淘宝的自然搜索。就是免费引流的方法和技巧。那么,围绕着自然搜索这个话题,我们主要就是要想来说说,如何提高展现量!要提高展现量,那就要求什么?要求我们的排名靠前!这道理大家都懂。如何才能排名靠前?这正是本章要说的。
第10章浅谈打造爆款的思路和注意事项
本章是本书的重点之一。爆款是做淘宝聊的最多的一个话题。虽然这几年由于淘宝规则的变更,爆款给一个店铺所起的影响不如早期时候那么明显了,但是它依然是一个店铺必备的利器!一个店铺如果拥有了一个或是几个爆款,可以瞬间让一个死气沉沉的店铺活起来。所以打造爆款是店铺运营必备的一个技能。不过打造爆款过程中,需要注意的点,还是蛮多的,本章就带大家深入对爆款打造的认知以及了解爆款打造过程中一些要规避的风险。
第11章淘宝活动报名
本章对淘宝活动进行一些介绍和剖析,淘宝活动是淘宝店铺的一大流量来源。不过并不是所有眼花缭乱的淘宝活动都是值得您去关注的。那现在淘宝的具体情况是如何的?那些活动的特点都是什么?本章就来好好介绍一下。
第12章必不可少的软文推广
本章介绍推广当中的利器:软文。比较细致全面地介绍了软文应该如何写,应该如何利用好软文,其中的思路又是怎么样的?那么本章将会给你一一解答,并且还用了很经典的案例来剖析说明。相信读者以后看完后会体会到软文推广的威力和魅力。
本书读者对象
淘宝初学者
各电商企业想要提升运营推广能力的店长、运营、推广人员。
想要去电商公司面试担任运营,推广一职的人员。
各种类型的淘宝店主、电商负责人(老板)
买过几本淘宝营销书籍感觉不会再爱的人员
其他对淘宝运营和推广感兴趣的各类人员
本书由潘坚组织编写,同时参与编写的还有郭亚军、程斌、胡
亚丽、焦帅伟、李凯、刘筱月、马新原、能永霞、商梦丽、王宁、王
雅琼、徐属娜、于健、周洋、张昆、陈冠军、范陈琼、郭现杰、罗高
见、何琼、晁楠、雷凤,在此一并表示感谢。

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Jingdong book