第4章（课件）- 《跨境电子商务双语教程》同步教学（电工版）

跨境电子商务双语教程 Bilingual Course of Cross-Border E-Commerce 1 4. 跨境电商网络营销与策划 4. Online Marketing and Planning of Cross-Border E-Commerce 跨境电子商务双语教程 Bilingual Course of Cross-Border E-Commerce 2 目 录 CONTENTS Overview of Cross-Border E-Commerce Online Marketing 跨境电商网络营销概述 4.1 Off-Site Marketing and Promotion of Cross-Border E-Commerce 跨境电商站外营销推广 4.2 On-Site Marketing and Promotion of Cross-Border E-Commerce跨境电商站内营销与推广 4.3 4. 跨境电商网络营销与策划 4. Online Marketing and Planning of Cross-Border E-Commerce 3 The exposure and browsing rate of the running store is very mediocre; The number order of the running store is very small; She knew nothing about cross-border e-commerce marketing. Lead-in Case Online Marketing and Planning of Cross-Border E-Commerce 4. Xiao Wei’s Problem: 4 Objectives of knowledge 知识目标 Online Marketing and Planning of Cross-Border E-Commerce 4. Learning objectives 学习目标 To master macro and micro environment analysis methods, members and their characteristics. To master the pricing strategy of cross-border E-commerce products. To master the concept, characteristics and skills of search engine marketing, social media marketing, short video marketing and live broadcast marketing. To master promotion tools of shops and activities of AliExpress platform. 5 Online Marketing and Planning of Cross-Border E-Commerce 4. To be able to use PEST method to analyze macro environment and industry development, as well as to analyze the members in the micro environment. To be able to set the price according to the pricing strategy of cross-border E-commerce products. To be able to carry out on-site promotion of AliExpress platform shops and products. To be able to initially use social media, search engine, short video and live broadcast to attract off-site traffic. Objectives of skills 技能目标 Learning objectives 学习目标 6 Online Marketing and Planning of Cross-Border E-Commerce 4. To be able to use computer and other tools for daily office work and information collection a