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Jingdong book

一本书读懂互联网营销推广

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Jingdong book

一本书读懂互联网营销推广

Name: 一本书读懂互联网营销推广
Brand: Jingdong book
SKU: 3118217961
Price: 19.40 USD
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◆清华大学、北京大学、上海交大特邀讲师康路晨亲自操刀，中恒国际管理咨询机构推荐阅读！

◆互联网时代，企业、店商、电商、微商都需要的营销制胜宝典！

◆一本教你如何更大限度地利用互联网掘金的实践指南书！

◆图解互联网营销的新趋势、新方向、新策略、新方法和新案例！

◆一本融汇微信、微博、App、二维码、O2O营销，粉丝经济、互动策略等众多新营销方式的商业宝典。

◆一看就懂的互联网营销培训指导书，让你快速从零基础变身为互联网营销大师！

Content Description

《一本书读懂互联网营销推广》从“时间碎片化”“精准营销”和“用户体验式营销”等移动互联网营销新思维出发，深入浅出地为大家介绍了移动互联网时代的多种营销策略：从如何与用户互动，到如何在短时间内迅速积累人气、培养粉丝，再到如何通过优质内容吸引移动互联网用户的长期关注……本书还有针对性地讲解了时下热门的App、微信、微博以及大数据的相关营销策略，附带启发性的真实案例，让读者从零基础成为互联网营销大师。

Author Description

康路晨，中恒国际管理咨询机构执行主席；企业网络营销管理系统创始人；国际项目管理专业人士（PMP）；国际认证高级培训师（AACTP）；国际注册管理咨询师(CMC)；中国电子商务协会移动电子商务专委委员；清华大学、北京大学、上海交大特邀讲师；中国项目管理发展报告编委；《项目管理工具箱》主编。
主要咨询培训方向：企业项目化管理、项目管理能力提升、网络营销策划与执行管理。曾服务过的企业：IBM、中国移动、中国联通、西门子家电、小松机械、中联重科、施华洛世奇、中国进出口银行、中航工业、搜狐网、辉瑞制药、三星电子、云南白药、长安汽车等。

Catalogue

第1章互联网营销：让全球互通成为现实 1.1 互联网营销到底是什么玩意儿 1.1.1 什么是互联网营销 1.1.2 互联网营销与传统营销的区别 1.2 互联网营销不能忽视的几个关键词 1.2.1 网站建设 1.2.2 IM 1.2.3 超级链接 1.2.4 搜索引擎 1.2.5 SER 1.2.6 电子商务 1.2.7 移动电子商务 1.3 网络推广与互联网营销的区别 1.4 互联网营销常用策略 1.4.1 SEM搜索引擎营销 1.4.2 电子邮件营销 1.4.3 资源合作推广 1.4.4 网络广告营销 1.4.5 病毒式营销 1.4.6 BBS营销第2章移动终端掀开网络营销新篇章 2.1 智能手机成为网络主角 2.1.1 智能手机改变未来生活 2.1.2 智能手机的多种功能 2.2 时间碎片化成为时代主流 2.2.1“被”碎片的社会生活 2.2.2 碎片化缺憾成为营销新契机 2.2.3 整合碎片时间，营造完整体验 2.3 移动互联时代，同样要打口碑牌 2.3.1 摸准消费行为的牌理 2.3.2 网络口碑营销步骤 2.3.3 口碑营销特例：饥饿营销 2.4 用户体验至上，人人都是VIP 2.4.1 星巴克的“咖啡宗教” 2.4.2 压迫自己，释放用户 2.4.3 掌握用户的需求类型 2.5 大数据与移动互联网 2.5.1 移动终端助推大数据的生产 2.5.2 大数据产生的价值 2.5.3 大数据的营销价值 2.5.4 大数据使精确营销成为可能第3章微博营销：互联网营销的大本营 3.1 在微博帝国里开拓营销沃土 3.1.1 微博营销的四大优势 3.1.2 微博营销适宜的企业类型 3.1.3 微博营销适宜的客户群体 3.2 用微博网罗SNS时代 3.2.1 营造“信服力” 3.2.2 强调“协作力” 3.2.3 主攻“创造力” 3.2.4 案例分析：全员微博，释放潜能 3.3 微博人气攻略：寻找“真爱粉”并唤醒他们 3.3.1 精确定位目标用户 3.3.2 让目标用户主动关注你 3.3.3 案例分析：中粮美好生活 3.4 微博互动策略：在鱼来雁往中实现营销目的 3.4.1 微博常见互动策略 3.4.2 互动禁忌：直白而频繁的营销是糟糕的 3.4.3 案例分析：大企业也要投机取巧 3.5 既要亲民也要专业：系统掌控你的企业微博 3.5.1 将微博营销纳入公司常规议程 3.5.2 微博上没有犯错的余地 3.6 多管齐下，让微博营销“热”起来 3.6.1 几大微博网站同时申请账号 3.6.2 企业可以开多个微博 3.6.3 获取微博账号认证 3.6.4 加大微博活跃度 3.6.5 峰值时间+精彩内容 3.6.6 定时定量且定向第4章 App营销：一个入口解决一切 4.1 App营销时代：将一切化繁为简 4.1.1 APP营销异军突起 4.1.2 案例分析：“自虐”式App 4.2 App营销的基础、模式与策略 4.2.1 App用户最关心什么 4.2.2 App营销的常用模式 4.2.3 App营销的常见策略 4.3 Early Bird：早起的鸟儿有咖啡 4.3.1 先体验功能，后产生动机 4.3.2 拓展体验式服务的开发空间 4.4 宜家：目录营销与App的完美结合 4.4.1 目录营销是家居业制胜法宝 4.4.2 手机App激活目录营销2.0 4.5 西门子：卖的不是厨具，而是感情 4.5.1 用户凭什么用你的App 4.5.2 我们该跟西门子学什么 4.6 迷你任务：创新公益与另类营销 4.6.1 公益营销独辟蹊径 4.6.2 App公益营销怎么玩第5章微信营销：移动互联网营销的关键阵地 5.1 关于微信营销的几个关键词 5.1.1 微信营销的“地基” 5.1.2 微信营销基本原则 5.2 营销进阶：玩转微信公共账号 5.2.1 微信公众账号能做什么 5.2.2 微信公众账号的定位 5.3 服务号向左，订阅号向右 5.3.1 服务号与订阅号的区别 5.3.2 选择服务号还是订阅号 5.3.3 试试双号运营与矩阵模式 5.3.4 公众账号取名技巧 5.4 挖掘新粉丝，圈住老客户 5.4.1 如何挖掘新粉丝 5.4.2 如何圈住老客户 5.5 微信内容策略：提供价值，坚持创意 5.5.1 选择内容有讲究 5.5.2 编撰标题有说法 5.5.3 广告植入有窍门 5.6 一对一陪聊，将个性服务做到极致 5.6.1 用个性服务弥补产品同质化 5.6.2 用“一对一”提升服务体验 5.6.3 限定主题，减小服务难度第6章 O2O营销：全面打通线上线下 6.1 O2O营销的基础、模式与策略 6.1.1 O2O为什么这么火 6.1.2 O2O的四种模式 6.1.3 O2O营销的基本策略 6.2 不可小觑的二维码：扫一下链接一切 6.2.1 二维码互动，引爆人气 6.2.2 给用户一个拍二维码的理由 6.2.3 二维码营销结合社交网络 6.3 全面剖析五大O2O试水案例 6.3.1 最顺畅的O2O：绫致时装 6.3.2 最踏实的O2O：银泰百货 6.3.3 最标准的O2O：居然之家 6.3.4 最成功的O2O：星巴克 6.3.5 最边缘的O2O：京东商城 6.4 美特斯邦威：用科技“绑架”消费者 6.4.1 在线下设施中嵌入线上服务 6.4.2 用“时尚顾问”升级用户体验 6.4.3 打通线上支付，完善售后环节 6.4.4 积累数据，建立客户关系管理系统 6.5 眉州东坡三步走：餐饮企业的O2O思路 6.5.1 打造专业平台，融合订餐渠道 6.5.2 优化KPI考核，保障消费体验 6.5.3 整合外卖供应链，规范送餐流程 6.6 “激进”的苏宁：O2O是营销，更是革命 6.6.1 大船转弯：苏宁全面O2O化 6.6.2 O2O不是手段，而是方向第7章内容策略：用户为什么关注你 7.1 内容不在多，在于流行度 7.1.1 精炼内容：字字传递价值 7.1.2 预测热点：走在话题前面 7.2 做碎片化阅读的整合者 7.2.1 你只有30秒吸引读者 7.2.2 精炼+持续=价值 7.2.3 筛选碎片，整合精华 7.3 品牌靠口碑，口碑靠故事 7.3.1 生动地讲述品牌故事 7.3.2 适时分享经营理念 7.4 内容营销的桥头堡：自媒体 7.4.1 自媒体掌握话语权 7.4.2 自媒体内容营销攻略 7.5 内容营销的极致：控制终端 7.5.1 当手机成为遥控器 7.5.2 小米盒子与多看阅读第8章粉丝策略：少量粉丝产生最大价值 8.1 粉丝在变，名人效应成了双刃剑 8.1.1 名人效应催生“借势营销” 8.1.2 名人+公益=传播奇迹 8.1.3 合理规避名人负面效应 8.2 米粉文化：营销战想怎么打就怎么打 8.2.1 令人咋舌的粉丝经济 8.2.2 不花钱也能“收买”粉丝 8.2.3 特别的小米，特别的米粉 8.3 情感营销：有人情味才有铁粉 8.3.1 真情回馈，打造情感回路 8.3.2 用人情味润滑购物体验 8.4 围着粉丝转，粉丝才会围着你转 8.4.1 客户的需求就是商机 8.4.2 让用户决定产品品位 8.4.3 乔布斯是怎么对待果粉的 8.5 打造社交平台，让粉丝经济可持续 8.5.1 社交生活网络化 8.5.2 用社交平台提升粉丝依赖度 8.5.3 粉丝值多少钱？如何兑现 8.6 责任带来信任：建立品牌的正面联想 8.6.1 公众舆论决定营销环境 8.6.2 建立品牌的正面联想第9章互动策略：鱼来雁往中实现盈利 9.1 互动营销：把选择权还给用户 9.1.1 自说自话的时代过去了 9.1.2 互动策略结合社交媒体 9.1.3 小城市营销不需要互动吗 9.2 创意互动：多渠道协同引爆人气 9.2.1 微信互动 9.2.2 微博互动 9.2.3 App互动 9.2.4 论坛、贴吧互动 9.2.5 QQ空间互动 9.3 利用新媒体，优化“整合营销传播” 9.3.1 新媒体类型及特点 9.3.2 整合营销传播新思路 9.4 提供参与感，收获忠诚度 9.4.1 小米为何重视参与感 9.4.2 让参与感升级为归属感 9.4.3 解放员工，与用户互动 9.5 先帮顾客算账，企业才有进账 9.5.1 满足用户“价值最大化”需求 9.5.2 综合“顾客让渡价值”各要素第10章人气策略：得人气者得天下 10.1 让用户尖叫，超预期才有高人气 10.1.1 宣传服务要“示弱” 10.1.2 低预期，高惊喜 10.2 UC浏览器：组合营销联动超强人气 10.2.1 UCweb双十一营销组合拳 10.2.2 UCweb组合营销案例启示 10.3 人气新玩法：金牌客户与达人模式 10.3.1 大企业新玩法：代言人变客户 10.3.2 小企业新策略：善用草根大号 10.4 饥饿效应：不要把产品一次全拿出来 10.4.1 抢首发+期货模式 10.4.2 买不到当然是好东西 10.5 专注产品：逼疯自己，才能逼死对手 10.5.1 让用户尖叫的性价比 10.5.2 为用户体验逼疯自己

Book Abstract

2.3 移动互联时代，同样要打口碑牌
口碑营销是一种传统的营销模式，这种营销模式以其诚信的特点流传至今，世界各地各国各个时代的商家们通过口碑营销创造了一个又一个的商业神话，时至今日，这种营销模式依然保持着经久不衰的魅力，甚至是在移动互联网时代，口碑营销依然保持着其鲜活的魅力，依然是移动互联网营销不容忽视的一种营销策略。
2.3.1 摸准消费行为的牌理
一般情况下，消费者购买决策过程由引起需要、收集信息、评价方案、决定购买和购后行为五个阶段组成。很明显，购买过程往往在购买行为发生前就开始了，并且在购买后还要延续很长一段时间。对于营销人员来说，决定购买是导致购买行为的关键，但前三个阶段都能影响到购买决定阶段，即整个购买决策过程的阶段是环环相扣的，因此，营销人员需要关注的是整个购买过程，而不是只单单注意购买决定。
在定性调查中我们发现，通常消费者获取信息的来源有四个：朋友推荐、网络口碑、广告及大众媒体宣传和销售员讲解。网络口碑在大多数消费者的决策过程中都占据了重要的地位。对于大多数消费者来说，他们参考的信息来源，首先是朋友的推荐，其次是在网上查询品牌或者产品的消费者评论，广告及大众媒体的宣传主要是提高了品牌知名度及普及了产品知识，而销售员的讲解的重要性是最低的，往往在这个时候消费者已经做出了自己的购买决定。
根据传统营销理论，再结合移动互联网市场的特点，我们将移动互联网消费者的购买决策分成了6个环节：引起需求、知晓品牌、形成初步方案、评估初步方案、确认购买方
案和购买后行为。
那么，企业最在意的网络口碑是怎样影响购买决策过程中的各个环节的呢？经过调查统计，我们可以看到，网络口碑对于消费者“知晓品牌”和“确认购买方案”这两个步骤的影响最为显著，有56.3%的被访者通过网络口碑了解了品牌信息，58.7%的被访者通过参考网络口碑做出了购买决定。有趣的是，在购买之后，消费者对网络口碑依然兴趣浓厚，有47.5%的被访者在购买之后仍然会上网查询网络口碑。
在定性研究中我们发现，在购买后阶段，消费者主要通过网络来分享交流使用经验，如果品牌可以适时地与消费者进行互动，引导他们分享购买后的体验及表达新的衍生需求，会为企业的新产品开发、品牌营销沟通带来很多裨益。这也是打造网络口碑的一个重要环节。
……

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Jingdong book

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Shipping

United States

Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

Yami is committed to provide our customers with a peace of mind when purchasing from us. Most items shipped from Yamibuy.com can be returned within 30 days of receipt of shipment (For Food, Beverages, Snacks, Dry Goods, Health supplements, Fresh Grocery and Perishables Goods, within 7 days of receipt of shipment due to damages or quality issues; To ensure that every customer receives safe and high-quality products, we do not provide refunds or returns for beauty products once they have been opened or used, except in the case of quality issues; Some products may have different policies or requirements associated with them, please see below for products under special categories, or contact Yami Customer Service for further assistance).
Thank you for your understanding and support.

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Sold by Yami

Terms and Conditions of Yami E-Gift Card

If you choose “Redeem automatically” as your delivery method, your gift card balance will be reload automatically after your order has been processed successfully;

If you choose “Send to Email”as your delivery method, the card number and CVV will be sent to the email address automatically;

Any user can use the card number and CVV to redeem the gift card, please keep your gift card information safely. If you have any trouble receiving email, please contact Yami customer service;

Yami gift card can be used to purchase both Yami owned or Marketplace products;

Yami gift card will never expire;

Yami gift card balance does not have to be used up at once;

Return Policy

Gift card that has already been consumed is non-refundable.

Sold by JD@CHINA

Fulfilled by Yami

Service Guarantee

Free Shipping over $49

Easy Returns

Ships from United States

Shipping

United States

Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by JD@CHINA

Yami-China FC

Service Guarantee

Cross-store Free Shipping over $69

30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69

Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)

Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

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