跨境电子商务双语教程 第4章跨境电商网络营销与策划

Teacher教师：XXX跨境电子商务双语教程BilingualCourseofCross-BorderE-CommerceTeacher教师：XXX4.跨境电商网络营销与策划4.OnlineMarketingandPlanningofCross-BorderE-Commerce跨境电子商务双语教程BilingualCourseofCross-BorderE-Commerce目录CONTENTSOverviewofCross-BorderE-CommerceOnlineMarketing跨境电商网络营销概述4.1Off-SiteMarketingandPromotionofCross-BorderE-Commerce跨境电商站外营销推广4.2On-SiteMarketingandPromotionofCross-BorderE-Commerce跨境电商站内营销与推广4.34.跨境电商网络营销与策划4.OnlineMarketingandPlanningofCross-BorderE-CommerceTheexposureandbrowsingrateoftherunningstoreisverymediocre;Thenumberorderoftherunningstoreisverysmall;Sheknewnothingaboutcross-bordere-commercemarketing.Lead-inCaseOnlineMarketingandPlanningofCross-BorderE-Commerce

4.XiaoWei’sProblem:Objectivesofknowledge知识目标OnlineMarketingandPlanningofCross-BorderE-Commerce

4.Learningobjectives学习目标Tomastermacroandmicroenvironmentanalysismethods,membersandtheircharacteristics.Tomasterthepricingstrategyofcross-borderE-commerceproducts.Tomastertheconcept,characteristicsandskillsofsearchenginemarketing,socialmediamarketing,shortvideomarketingandlivebroadcastmarketing.TomasterpromotiontoolsofshopsandactivitiesofAliExpressplatform.OnlineMarketingandPlanningofCross-BorderE-Commerce

4.TobeabletousePESTmethodtoanalyzemacroenvironmentandindustrydevelopment,aswellastoanalyzethemembersinthemicroenvironment.Tobeabletosetthepriceaccordingtothepricingstrategyofcross-borderE-commerceproducts.Tobeabletocarryouton-sitepromotionofAliExpressplatformshopsandproducts.Tobeabletoinitiallyusesocialmedia,searchengine,shortvideoandlivebroadcasttoattractoff-sitetraffic.Objectivesofskills技能目标Learningobjectives学习目标OnlineMarketingandPlanningofCross-BorderE-Commerce

4.Tobeabletousecomputerandothertoolsfordailyofficeworkandinformationcollectionandprocessing.Tobeabletoreasonablyusetranslation,videoeditingandothertoolstoassistthework.Tohavegoodleadershipincommunication,coordination,decision-making,analysis,judgmentandmotivation.Objectivesofqualities素质目标Learningobjectives学习目标Tohavecertainabilityofinnovationandlearning,andtobegoodatfindingandsolvingproblems.

4.1OverviewofCross-BorderE-CommerceOnlineMarketing跨境电商网络营销概述InternationalMarketDevelopment4.1.1SelectionandPositioningofInternationalTargetMarket4.1.2StepsofMakingInternationalMarketingStrategy4.1.3PricingStrategyofCross-BorderE-CommerceProduct4.1.4Cross-borderE-commerceonlinemarketingisanewmarketingmethodbasedontheInternet,whichusestheinteractionofdigitalinformationandonlinemediatoassisttherealizationofmarketingobjectives.OverviewofCross-BorderE-CommerceOnlineMarketing4.1ConceptofCross-BorderE-CommerceOnlineMarketing4.1.1InternationalMarketDevelopmentOverviewofCross-BorderE-CommerceOnlineMarketing4.1Todeveloptheinternationalmarket,

thefirstthingtodoistoanalyzetheexternalmarketingenvironment!!!ExternalEnvironmentMarco

Politics

EconomySocialCultureTechnologyMircoStableSupplyChainCompetitorsPartnersCustomersThepublic4.1.1InternationalMarketDevelopmentOverviewofCross-BorderE-CommerceOnlineMarketing4.1PEST

AnalysisConcept:PESTanalysisisabasictoolforanalyzingtheexternalmacroenvironmentofanenterprise.

PoliticalstabilityGovernmenttradepoliciesRelevantlawsregulationsTreatiesBusinesspracticesPoliticalFluctuationsofexchangeratePurchasingpowerEconomicLanguageSocialstructureReligiousbeliefValuesCustomsSocial-CulturalCross-borderbank

paymentOnlinebookstoreAuctionTechnical4.1.1InternationalMarketDevelopmentOverviewofCross-BorderE-CommerceOnlineMarketing4.1CompetitorsBrandcompetitorsFormcompetitorsPeercompetitorsDesiredcompetitorsCustomersConsumersandproducerswhousethefinalproductsorservicesinthefieldofconsumption,suchasconsumermarketandproducermarket.Marketing

agentsTheorganizationsthatassisttheenterpriseinpromotion,sellinganddeliveringproductstothesellerenterprise,suchastheintermediaries.

SuppliersSuppliersareenterprisesandindividualsthatprovideresourcestocross-borderE-commerceenterprises.ThepublicThepublicisagroupwhichhasarealorpotentialimpactonanorganization’sabilitytoachieveitsgoals,suchasmediaandgovernmentagencies.

Memberanalysisofmicroenvironment4.1.2SelectionandPositioningofInternationalTargetMarketOverviewofCross-BorderE-CommerceOnlineMarketing4.1Marketingstrategiesofinternationaltargetmarketrefertothreestepsofimplementinginternationalmarketingeffectively,whichareinternationalmarketsegmentation,selectionofinternationalmarketandpositioningofinternationaltargetmarket.InternationalMarketSegmentationSelectionofInternationalMarketPositioningofInternationalTargetMarket4.1.2SelectionandPositioningofInternationalTargetMarketOverviewofCross-BorderE-CommerceOnlineMarketing4.1Internationalmarketsegmentationreferstothattheenterprisesubdividesthemintodifferentsubsidiarymarketsaccordingtotheobviousdemandcharacteristics,purchasebehaviorsandpurchasehabitsofdifferentconsumersintheoverallmarket.4.1.2SelectionandPositioningofInternationalTargetMarketOverviewofCross-BorderE-CommerceOnlineMarketing4.1Theselectionofinternationaltargetmarketreferstotheselectionofoneormoresegmentsasserviceobjectsbasedonmarketsegmentationandaccordingtotheirowntasks,objectivesandresourceconditions.Internationaltargetmarketselectionstrategiesincludethefollowingthreetypes：UndifferentiatedstrategyoftargetmarketselectionDifferentiatedstrategyoftargetmarketselectionCentralizedstrategyoftargetmarketselection4.1.2SelectionandPositioningofInternationalTargetMarketOverviewofCross-BorderE-CommerceOnlineMarketing4.1Positioningofinternationaltargetmarket,orproductpositioning,istodeterminethefavorablecompetitivepositionoftheenterprise’sproductsinthetargetmarketaccordingtothemarketcompetitionandtheconditionsoftheenterprise.CounterpositioningstrategySeniorclubpositioningstrategyAvoidstrongpositioningRepositioningstrategy:4.1.3StepsofMakingInternationalMarketingStrategyOverviewofCross-BorderE-CommerceOnlineMarketing4.1Analyzethemarketenvironment

DeterminemarketingobjectivesDevelopmarketingstrategyMakemarketingplan4.1.4PricingStrategyofCross-BorderE-CommerceProductOverviewofCross-BorderE-CommerceOnlineMarketing4.11.NewproductpricingstrategySkimmingpricingstrategySettingtheproductpriceatahigherlevelattheinitialstage,soastorecovertheinvestmentassoonaspossibleandobtainconsiderableprofitsbeforecompetitorsenter.PenetrationpricingstrategySettingtheproductpriceatarelativelylowpricesoastoattractalargenumberofcustomersandquicklyopenthemarket.SatisfactionpricingstrategyItspriceislowerthanskimmingprice,buthigherthanpenetrationprice.Itisamiddleprice.2.PsychologicalpricingstrategyMantissapricingstrategySrettingthemantissaofpoductpriceas8.9,whichissuitablefordailynecessitiesorlow-endproducts,sothatconsumersfeelcheappsychologicallyandthepriceiscalculatedaccurately.ReputationpricingstrategySettingahigherpriceforproductsthatenjoyprestigeinconsumers’minds,suchasfamousliquorandcigarette.4.1.4PricingStrategyofCross-BorderE-CommerceProductOverviewofCross-BorderE-CommerceOnlineMarketing4.13.DiscountpricingstrategyItmeansthatinordertoencouragecustomerstopayforgoodsassoonaspossible,tobuyinlargequantities,tobuyinoff-season.Itmainlyincludescashdiscount,quantitydiscount,functiondiscountandseasondiscount.4.ProductportfoliopricingstrategyItisaneconomicstrategytodealwiththepricerelationshipbetweenvariousproductsoftheenterprise.Itincludescomplementaryproductpricingstrategy

(contactlensandcaresolution)andwholesetproductpricingstrategy

(toolboxandcosmeticset).5.GeographicpricingstrategyItisakindofstrategytosetdifferentpricesaccordingtothegeographicallocationofgoods.Itincludesunifieddeliverypricing,partitionpricing,basepointpricing,allowancefreightpricing,suchastheFOB,CIF,CFRandotherpricetermsininternationaltrade.

4.2Off-SiteMarketingandPromotionofCross-BorderE-Commerce跨境电商站外营销推广SocialMediaMarketing4.2.1SearchEngineMarketing4.2.2ShortVideoMarketing4.2.3LiveBroadcastMarketing4.2.44.2.1SocialMediaMarketingOff-SiteMarketingandPromotionofCross-BorderE-Commerce4.2ConceptofSocialMediaMarketingSocialmediamarketingreferstothemarketingmethodtopromoteandenhanceproductsalesandbrandinfluencebytheuseofsocialmediaplatformssuchasrelatesocialmediasites,communityforumsandothersocialmedia.NumberofMonthlyActiveUsersofEachSocialMediaPlatforminApril2020Source:TiebaBaidu4.2.1SocialMediaMarketingOff-SiteMarketingandPromotionofCross-BorderE-Commerce4.2Characteristicsofsocialmediamarketing1.Precisemarketingfortargetusers2.Effectivereductionofthemarketingcostforenterprises4.2.1SocialMediaMarketingOff-SiteMarketingandPromotionofCross-BorderE-Commerce4.2ClassificationofsocialmediaSocialSharing02SocialNetworking0103BlogandForum04SocialNews4.2.2SearchEngineMarketingOff-SiteMarketingandPromotionofCross-BorderE-Commerce4.21．TheconceptofsearchenginemarketingSearchenginemarketing(SEM)isakindonlinemarketingbasedonsearchengineplatform.Atpresent,theglobalmainstreamsearchenginesincludeGoogle,Bing,Yahoo,Baidu,Yandex.ThecharacteristicsofsearchenginemarketingSEMandenterprisewebsiteareinseparable.SEMisakindofuser-orientedonlinemarketing.SEMcanachieveahigherdegreeofpositioning.TheeffectofSEMistheincreaseofwebsitevisits.4.2.2SearchEngineMarketingOff-SiteMarketingandPromotionofCross-BorderE-Commerce4.2SearchEngineOptimization(SEO)andPaidPromotionUsetherulesofsearchenginetoimprovethenaturalrankingofwebsiteintherelevantsearchengine,soastogetmoretraffic.including:①websiteandpageoptimization;②keywordoptimization;③tagoptimization;④contentoptimization;⑤linkoptimization.OnthebasisofSEO,userelevantpaidpromotionmethodstoachievethemaximumeffectofsearchenginemarketing,including:①directoryindex;②competitiveranking;③fixedranking;④keywordadvertising.CrossBorderE-commerceOperationSEOPaidPromotion4.2.3ShortVideoMarketingOff-SiteMarketingandPromotionofCross-BorderE-Commerce4.21．TheconceptofshortvideomarketingTheemergenceofshortvideoisausefulsupplementtotheexistingmaincontent(text,pictures)ofsocialmedia.Atthesametime,high-qualityshortvideocontentcanalsoachievethechanneladvantagesofsocialmediabyusing“viral”transmission.2．ThecharacteristicsofshortvideomarketingMobilecommunicationFragmentedcommunicationSocialsharing,quickresultsVS4.2.3ShortVideoMarketingOff-SiteMarketingandPromotionofCross-BorderE-Commerce4.2Themodeofshortvideomarketing1.Advertisingplacementmarketingofinfluencers2.Emotionalresonancecustomizedmarketing3.Sceneimmersionexperientialmarketing4.2.4LiveBroadcastMarketingOff-SiteMarketingandPromotionofCross-BorderE-Commerce4.21．TheconceptoflivebroadcastmarketingItisamarketingmeansbywhichthemarketingactivitytakesthelivebroadcastingplatformasitscarrier,producesandbroadcastsprogramssimultaneouslywiththeoccurrenceanddevelopmentofeventsinthefieldsoastoachievethepurposeofpromotingthebrandofenterprisesorincreasingsales.ThecharacteristicsoflivebroadcastmarketingScene-oriented.InteractiveReal-time.

4.3On-SiteMarketingandPromotionofCross-BorderE-Commerce跨境电商站内营销与推广KeywordSearch4.3.1HolidayActivities4.3.2DailyPromotionalActivities4.3.3PlatformCommunitySharing4.3.44.3.1KeywordSearchOn-SiteMarketingandPromotionofCross-BorderE-Commerce4.3ConceptofkeywordsThehabitualdescriptionsincludethe

brand,model,style,color,purpose,material,size,promotion,region,popularelements,usescene,productname,etc.Allofthesedescriptionsortheircombinationscanbecalledkeywords.Highqualitykeywordscanhelpsellersquicklyincreasetheirexposure.Source：KeywordSearchPageofAliExpressPlatform4.3.1KeywordSearchOn-SiteMarketingandPromotionofCross-BorderE-Commerce4.3KeywordsearchmethodsinAliExpressSearchthekeywordsinthedrop-downbox;SystemrecommendationwordsinP4P;HotsellingproductsonthehomepageofAliExpressplatform;Usingsearchtermstoanalyzekeyword.Somepopularkeywordquerytoolstations:GoogleAdwordKeywordTrackerKeywordDiscovery

Wordze4.3.2HolidayActivitiesOn-SiteMarketingandPromotionofCross-BorderE-Commerce4.31.ConceptofHolidayActivitiesAliExpressplatformintegratesrelevantresourcesinspecificholidaysanduses

specialchannelstocarryoutpromotionactivities.Theseactivitiescanquicklybringalotoftrafficandexposuretoshops,andtheconversionrateishigh.2.ThreemajorpromotionactivitieseveryyearinAliexpressShoppingFestivalonMarch25thatthebeginningoftheyear

TheSupernovalSaleonAugust19thinthemiddleoftheyear“DoubleEleven”attheendoftheyearSource:4.3.2HolidayActivitiesOn-SiteMark