本教材根据跨境电商网络营销岗位的工作任务及能力要求而设计，分为七个项目，分别为：跨境网络营销认知、跨境网络营销环境与市场调研、跨境网络市场分析、跨境电商站外营销工具、跨境电商站内营销工具、跨境电商网络营销数据分析、跨境网络营销策划。通过对本书的学习，学生不仅能够掌握在网络条件下开展跨境网络市场调研以及各种跨境网络营销的技术手段和方法，还基本能够独立分析和解决跨境网络营销实践中遇到的问题。 本书可作为高职院校跨境电子商务、国际经济与贸易、物流管理、国际商务等专业相关课程的教材，也可作为跨境电商行业从业人员的学习及培训用书。

梁娟娟（女），副教授，获全国优秀教师、南粤优秀教师称号。阿里巴巴跨境电商数据运营高级考评员。拥有二十年电子商务一线教学和培训经验。编写电子商务相关教材10部。指导学生参加专业技能大赛获得全国特等奖2项、全国一等奖8项目，全国二等奖6项，省级一等奖4项，省级二等奖10项。十次获得大赛优秀指导教师。

项目一 跨境网络营销认知 ·········································································001
任务一 认识跨境电子商务·····································································003
任务二 认识跨境网络营销····································································.011
项目二 跨境网络营销环境与市场调研 ·························································018
任务一 跨境网络营销环境·····································································020
任务二 跨境网络市场调研内容·······························································034
任务三 跨境网络市场调研的方法和步骤···················································047
项目三 跨境网络市场分析 ·········································································062
任务一 跨境网络消费者分析··································································064
任务二 跨境网络市场细分·····································································075
任务三 跨境网络目标市场定位·······························································084
项目四 跨境电商站外营销工具···································································090
任务一 搜索引擎营销···········································································092
任务二 电子邮件营销···········································································105
任务三 海外社交媒体营销····································································.110
任务四 社群营销·················································································131
项目五 跨境电商站内营销工具···································································135
任务一 亚马逊站内营销活动··································································137
任务二 敦煌网站内营销活动··································································150
任务三 速卖通直通车付费推广·······························································161
项目六 跨境电商网络营销数据分析·····························································167
任务一 数据分析的认知········································································169
任务二 跨境电商数据分析的认知····························································174
任务三 跨境电商主流平台店铺数据分析 ·················································.191
项目七 跨境网络营销策划 ·······································································.226
任务一 跨境网络品牌营销策划 ·····························································.229
任务二 跨境网络产品营销策划 ·····························································.242
任务三 跨境网络活动营销策划 ·····························································.248
附录 A：实训平台免费账号开通指引 ···························································.254
参考文献 ································································································.256