本教材根據跨境電商網絡營銷崗位的工作任務及能力要求而設計，分為七個項目，分別為：跨境網絡營銷認知、跨境網絡營銷環(huán)境與市場調研、跨境網絡市場分析、跨境電商站外營銷工具、跨境電商站內營銷工具、跨境電商網絡營銷數據分析、跨境網絡營銷策劃。通過對本書的學習，學生不僅能夠掌握在網絡條件下開展跨境網絡市場調研以及各種跨境網絡營銷的技術手段和方法，還基本能夠獨立分析和解決跨境網絡營銷實踐中遇到的問題。 本書可作為高職院�？缇畴娮由虅�、國際經濟與貿易、物流管理、國際商務等專業(yè)相關課程的教材，也可作為跨境電商行業(yè)從業(yè)人員的學習及培訓用書。
梁娟娟（女），副教授，獲全國優(yōu)秀教師、南粵優(yōu)秀教師稱號。阿里巴巴跨境電商數據運營高級考評員。擁有二十年電子商務一線教學和培訓經驗。編寫電子商務相關教材10部。指導學生參加專業(yè)技能大賽獲得全國特等獎2項、全國一等獎8項目，全國二等獎6項，省級一等獎4項，省級二等獎10項。十次獲得大賽優(yōu)秀指導教師。
項目一 跨境網絡營銷認知 ·········································································001
任務一 認識跨境電子商務·····································································003
任務二 認識跨境網絡營銷····································································.011
項目二 跨境網絡營銷環(huán)境與市場調研 ·························································018
任務一 跨境網絡營銷環(huán)境·····································································020
任務二 跨境網絡市場調研內容·······························································034
任務三 跨境網絡市場調研的方法和步驟···················································047
項目三 跨境網絡市場分析 ·········································································062
任務一 跨境網絡消費者分析··································································064
任務二 跨境網絡市場細分·····································································075
任務三 跨境網絡目標市場定位·······························································084
項目四 跨境電商站外營銷工具···································································090
任務一 搜索引擎營銷···········································································092
任務二 電子郵件營銷···········································································105
任務三 海外社交媒體營銷····································································.110
任務四 社群營銷·················································································131
項目五 跨境電商站內營銷工具···································································135
任務一 亞馬遜站內營銷活動··································································137
任務二 敦煌網站內營銷活動··································································150
任務三 速賣通直通車付費推廣·······························································161
項目六 跨境電商網絡營銷數據分析·····························································167
任務一 數據分析的認知········································································169
任務二 跨境電商數據分析的認知····························································174
任務三 跨境電商主流平臺店鋪數據分析 ·················································.191
項目七 跨境網絡營銷策劃 ·······································································.226
任務一 跨境網絡品牌營銷策劃 ·····························································.229
任務二 跨境網絡產品營銷策劃 ·····························································.242
任務三 跨境網絡活動營銷策劃 ·····························································.248
附錄 A：實訓平臺免費賬號開通指引 ···························································.254
參考文獻 ································································································.256
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