電子商務運營實務

前言
第1章 電子商務運營概述.........................................................................................................................1
1.1 電子商務運營概念的介紹.................................................................................................................
3
1.2 企業(yè)電子商務運營部門架構(gòu)............................................................................................................10
1.3 企業(yè)電子商務運營基本術(shù)語............................................................................................................13
1.4 信息發(fā)布平臺與常用工具的介紹....................................................................................................16
第2章 網(wǎng)絡商務信息檢索、采集與應用............................................................................................27
2.1 網(wǎng)絡商務信息基本知識...................................................................................................................28
2.2 網(wǎng)絡商務信息的收集工具與方法....................................................................................................32
2.3 網(wǎng)絡商務信息的處理.......................................................................................................................44
2.4 網(wǎng)絡商務信息的發(fā)布工具與方法....................................................................................................47
第3章 網(wǎng)絡市場調(diào)研................................................................................................................................54
3.1 制訂網(wǎng)絡調(diào)研計劃...........................................................................................................................55
3.2 在線調(diào)研問卷設計...........................................................................................................................62
3.3 在線調(diào)研工具介紹與使用...............................................................................................................69
第4章 企業(yè)利用第三方B2B平臺運營.................................................................................................81
4.1 第三方B2B 電子商務平臺概述......................................................................................................83
4.2 B2B 平臺企業(yè)信息的發(fā)布...............................................................................................................89
4.3 詢盤轉(zhuǎn)化為訂單...............................................................................................................................99
4.4 B2B 平臺內(nèi)部推廣資源的利用.....................................................................................................106
4.5 免費B2B 平臺信息發(fā)布及信息的優(yōu)化.........................................................................................117
第5章 企業(yè)自建網(wǎng)站運營.....................................................................................................................125
5.1 企業(yè)自建網(wǎng)站的設計.....................................................................................................................126
5.2 企業(yè)自建網(wǎng)站的運營與管理..........................................................................................................132
5.3 企業(yè)網(wǎng)站的搜索引擎優(yōu)化（SEO）..............................................................................................148
5.4 企業(yè)網(wǎng)站推廣................................................................................................................................162
第6章 第三方C2C電子商務平臺運營...............................................................................................179
6.1 第三方C2C 電子商務平臺概述....................................................................................................181
6.2 網(wǎng)店商品信息發(fā)布與管理.............................................................................................................185
6.3 網(wǎng)店推廣........................................................................................................................................199
6.4 網(wǎng)店售中與售后服務.....................................................................................................................208
參考文獻.......................................................................................................................................................222