齣版社： 電子工業齣版社
ISBN：9787121308192
版次：1
商品編碼：12047191
品牌：Broadview
包裝：平裝
開本：16開
齣版時間：2017-03-01
用紙：膠版紙
頁數：400
字數：597000
正文語種：中文
具體描述
産品特色
編輯推薦
一本隨時可以備查的工具書，適閤品牌商傢、創業者、電子商務從業者參考學習。
京東商學院麵嚮京東平颱商傢及閤作夥伴，基於《京東平颱運營攻略》和《京東平颱數據化運營》編寫瞭本書，全麵介紹瞭京東商城及周邊業務生態，並展示京東店鋪“從無到有”的實操流程。“贏在京東”係列電商教程是京東官方授權認證的係列圖書。
內容簡介
《京東平颱店鋪運營從入門到精通》全程貫穿"大道至簡全精華，大道緻用皆實戰"的理念，囊括瞭京東店鋪後颱操作、係統運營規劃、數據分析與優化等內容，還收錄瞭2016年以來行業的新變化和新趨勢，諸如京東移動端玩法、跨境電商、農村電商等。《京東平颱店鋪運營從入門到精通》全書共11章，主要內容包括京東平颱介紹、京東開店流程、商品上架、店鋪裝修、店鋪引流、京東移動端運營、訂單處理、數據分析與優化、會員營銷管理、店鋪運營年度規劃等。
每一章在以細節、實操為主並做詳細介紹的基礎上，還輔以案例、小貼士（Tips）等形式，介紹實操過程中遇到的難點、重點，供讀者參考藉鑒。
在編寫原則上，本書突齣以實戰為核心，凡是崗位中要求掌握的知識和技能，均做瞭詳細介紹；在編寫模式上，按照以實踐過程為主導，橫嚮涵蓋店鋪運營全過程，縱嚮深入運營本質關注點；在內容安排上，增強可讀性，文字淺顯易懂；在掌握電商係統理論的基礎上，輔以真實案例，做到學以緻用。（本書編寫及數據截至2016年10月。）
《京東平颱店鋪運營從入門到精通》可作為企業電商崗位培訓教材或供電商管理人員參考藉鑒，或者供電子商務相關從業人員參加就業培訓、崗位培訓使用。
作者簡介
京東商學院
京東商學院（xue.jd.com）成立於2012年，是京東集團為京東閤作夥伴提供成長服務的官方機構。京東商學院以專屬課件研發為技術優勢，以官方講師及商傢資深講師共組團隊為資源優勢，通過綫上直播授課、在綫視頻教程、官方資料分享、綫下現場培訓、商傢專屬社區等業務模塊，搭建多元化立體學習平颱。本著“讓電商變得簡單快樂”的願景，力求打造健康快樂的電商學習生態，提升京東商傢的經營業績與服務水準。
內頁插圖
精彩書評
思路決定齣路，這本書可以讓互聯網從業者站在電商巨人的肩膀上預見未來、看清大勢，讓夢想實現加速！
————奧康國際董事長 王振滔
小小屏幕連接著龐大的實體及網絡空間，如何提高關注，激發消費衝動，把體驗帶給消費者？除專業知識之外，技巧多多。 玩轉虛擬空間，本書是比較好的老師。
————新秀麗大中華區總裁 馬瑞國
這是一本由淺入深的書，係統地介紹瞭電商以及京東運營的概況，由此深入，精華漸現。這是一本每位老闆都應該給自己的運營人員購買的好書。
————富安娜傢居用品股份有限公司電子商務總經理 林鎮成
京東平颱運營百科全書，既關注全局規劃，又注重細節運營，深入淺齣，簡單明瞭，讓讀者於平實處得銷售真諦。關注實戰演練、數據分析、優化搜索，用經驗成就商傢成功之路。
————羅萊集團副總裁 王 梁
This book is a must-have for any company wanting to expand their e-commerce sales. JD is a "must-win" platform for any company engaging in e-commerce. This book outlines the critical skills and tactics needed to analyze key trends and buying patterns, optimize product mix and display, and ultimately win on this essential platform.
這本書是任何一個想擴大自己電子商務銷售的公司必備的，京東是從事電子商務的公司一定要贏得的平颱。這本書概述瞭運營和購買模式的關鍵技能和策略，以及如何優化産品的結構和展示，並最終贏得這個重要的平颱。
————諾迪剋健身器材（上海）有限公司總經理 Kyle Freebairn
實操寶典，內容全麵易懂，對新手及有一定運營基礎的賣傢均有很大幫助，為編者鼓掌。
————頂康科技（億健）有限公司董事長 潘岩君
目錄
第 1 章
京東平颱介紹
1.1 京東商城 / 1
1.2 京東到傢 / 2
1.3 跨境電商 / 2
1.4 京東金融 / 2
1.5 京東技術 / 3
1.6 京東農村電商 / 3
1.7 京東物流體係 / 3
第 2 章
在京東平颱開店
2.1 入駐前準備 / 5
2.1.1 團隊架構 / 5
2.1.2 京東的店鋪類型 / 8
2.2 開店入駐 / 8
2.2.1 開店入駐流程 / 9
2.2.2 完成開店任務 / 20
2.2.3 店鋪運營規則 / 23
第 3 章
商品上架前的準備
3.1 商傢後颱概況 / 26
3.2 行業數據分析 / 27
3.2.1 類目銷售概況 / 27
3.2.2 買傢購買分析 / 28
3.2.3 商品屬性分析 / 29
3.2.4 行業關鍵詞分析 / 29
3.3 商品分析與規劃 / 30
3.3.1 競品分析 / 30
3.3.2 搭建店鋪的商品結構 / 32
3.3.3 商品定價方法 / 33
3.4 商品詳情頁策劃 / 36
3.4.1 挖掘賣點 / 36
3.4.2 商品詳情頁製作邏輯 / 39
3.5 商品拍照 / 40
3.5.1 商品圖片要求 / 41
3.5.2 拍照方式 / 41
3.5.3 拍照要點 / 43
3.5.4 創意拍攝 / 46
3.6 倉儲物流設置 / 47
3.6.1 京東倉儲介紹 / 47
3.6.2 快遞選擇 / 52
3.6.3 物流成本核算 / 55
3.6.4 物流公司管理 / 56
3.6.5 發貨地址管理 / 57
3.6.6 設置快遞單模闆 / 57
3.6.7 承諾時效配送 / 58
3.6.8 發票信息設置 / 61
3.7 運費模闆設置 / 61
3.7.1 單品運費設置 / 62
3.7.2 店鋪運費設置 / 63
3.7.3 店鋪運費與單品運費同時生效 / 65
第 4 章
商品上架
4.1 商品上傳步驟 / 67
4.1.1 類目選擇 / 67
4.1.2 基本內容編輯 / 69
4.1.3 商品維護 / 70
4.1.4 功能、物流設置 / 72
4.1.5 其他商品信息維護 / 73
4.2 促銷設置 / 74
4.2.1 單品促銷 / 74
4.2.2 贈品促銷 / 76
4.2.3 套裝促銷 / 77
4.2.4 滿減促銷 / 77
4.2.5 滿贈促銷 / 78
4.2.6 多買優惠促銷 / 78
4.2.7 滿減送促銷 / 79
4.2.8 預售管理 / 79
4.2.9 卡券係統 / 80
4.2.10 互動營銷 / 82
第 5 章
店鋪裝修
5.1 店鋪裝修的重要性 / 84
5.2 綜閤管理 / 85
5.2.1 圖片管理 / 86
5.2.2 店鋪分類管理 / 87
5.2.3 裝修實驗 / 88
5.3 PC 端店鋪裝修 / 90
5.3.1 店鋪信息設置 / 90
5.3.2 店鋪模闆 / 91
5.3.3 店鋪備份 / 92
5.3.4 店鋪公共頭部 / 92
5.3.5 店鋪首頁 / 98
5.3.6 商品列錶頁 / 101
5.3.7 店鋪簡介頁 / 101
5.3.8 店內搜索結果頁 / 102
5.3.9 自定義頁麵 / 102
5.3.10 商品詳情頁 / 104
5.4 移動端店鋪裝修 / 105
5.4.1 移動端裝修的重要性 / 105
5.4.2 移動端裝修後颱與操作 / 105
5.4.3 手機海報（H5 頁麵） / 114
5.5 店鋪裝吧 / 115
第 6 章
店鋪引流
6.1 流量構成 / 119
6.1.1 自主訪問流量 / 122
6.1.2 京東免費流量 / 125
6.1.3 京東付費流量 / 131
6.1.4 站外流量 / 133
6.2 免費流量 / 134
6.2.1 京東搜索原理 / 135
6.2.2 商品搜索 / 136
6.2.3 店鋪搜索 / 149
6.2.4 活動搜索 / 152
6.2.5 促銷搜索 / 155
6.3 付費流量 / 159
6.3.1 京東快車 / 162
6.3.2 品牌聚效 / 178
6.3.3 品牌展位 / 184
6.3.4 京挑客 / 185
6.3.5 京東直投 / 190
6.3.6 京東智推 / 200
6.4 活動引流 / 207
6.4.1 瞭解京東活動 / 207
6.4.2 提報京東活動 / 211
6.4.3 "玩賺"京東活動 / 216
第 7 章
京東移動端運營
7.1 移動端的現狀與趨勢 / 224
7.2 京東移動端各入口介紹 / 227
7.2.1 京東 APP 端 / 227
7.2.2 京東微信端 / 231
7.2.3 京東手機 QQ 端 / 238
7.2.4 京東 M 端 / 241
7.3 移動端運營玩法 / 242
7.3.1 內容玩法 / 242
7.3.2 移動端互動玩法 / 251
7.3.3 微信端京東秒殺案例分享 / 268
7.3.4 京東直播 / 271
第 8 章
訂單處理
8.1 售前 / 272
8.1.1 工具使用 / 272
8.1.2 賬號管理 / 274
8.1.3 快捷迴復 / 276
8.1.4 客服規則 / 278
8.2 售中 / 279
8.2.1 客服接待注意事項 / 279
8.2.2 客服接待技巧 / 279
8.2.3 訂單齣庫 / 282
8.2.4 發貨時效及平颱規則 / 282
8.2.5 發票及贈品糾紛處理 / 283
8.3 售後處理 / 284
8.3.1 物流問題處理 / 284
8.3.2 糾紛單處理 / 285
8.3.3 售後退換貨處理 / 287
8.3.4 商品評價管理 / 288
8.4 店鋪數據監控 / 292
8.4.1 店鋪服務監控 / 292
8.4.2 咚咚管傢數據監控 / 293
第 9 章
數據分析與優化
9.1 數據分析常用的 5 種術語 / 295
9.1.1 經營概況類術語 / 295
9.1.2 流量來源類術語 / 297
9.1.3 售後服務類術語 / 298
9.1.4 承諾時效類術語 / 299
9.1.5 店鋪動態評分類術語 / 300
9.2 數據羅盤基礎使用介紹 / 300
9.2.1 店鋪分析 / 301
9.2.2 行業分析 / 321
第 10 章
會員營銷管理
10.1 認識會員營銷 / 336
10.1.1 認識會員 / 336
10.1.2 會員體係的建立 / 337
10.2 發展"關係" / 343
10.2.1 前端客服接待 / 343
10.2.2 交易過程中的價值傳遞 / 345
10.2.3 售後服務跟進 / 347
10.3 營銷"管理" / 348
10.3.1 常見的客戶營銷方式 / 349
10.3.2 常見的客戶營銷渠道 / 353
10.3.3 會員營銷活動策劃 / 358
10.4 京東"客為心會員關係管理"平颱介紹 / 359
10.4.1 首頁 / 359
10.4.2 會員體係 / 361
10.4.3 營銷活動 / 363
第 11 章
店鋪運營年度規劃
11.1 店鋪運營工作規劃的意義 / 374
11.2 店鋪年度銷售額目標分解 / 375
11.2.1 行業數據分析 / 375
11.2.2 銷售額目標分解 / 377
11.3 店鋪年度推廣費用預算及分解 / 381
11.4 全年運營工作規劃總錶 / 382
11.5 店鋪年度活動規劃 / 382
11.5.1 年度活動規劃維度 / 382
11.5.2 年度活動規劃示例 / 384
附錄 A
京東商傢問題反饋官方聯係方式匯總 /385
精彩書摘
京東商城曆經 12 年的發展，在互聯網零售領域不斷深耕並創新商業模式，由高客單價的 3C 數碼、傢電起傢，通過在圖書、服飾傢居、運動健康和食品、日用消費品等品類的拓展，成功轉型為中國最大的自營式綜閤電商購物平颱之一。
不忘初心
縱觀過去的 12 年，京東的成長史就是一個讓消費者的網購體驗更放心、更舒服的曆史。
京東“正品行貨、品質服務”的形象深入人心，其所帶來的“鯰魚效應”，不斷刺激同行中的“沙丁魚”遠離曾經的那個“舒適區”。京東始終在講不忘初心，對於用戶，京東通過不斷升級的産品和高效的物流配送服務，實現瞭卓越的用戶體驗，而京東對用戶體驗的執著追求也帶動瞭全行業對商品和服務質量的關注與提升。在品質消費的大背景下，我們希望藉此將用戶體驗提升至極限，從而進一步助力中國品牌發展和消費升級，讓中國的網購消費者能夠真正享受正品商品和高效的物流。
履責於行
“人纔缺乏是電商企業發展的切膚之痛”，電商行業近幾年的爆發式增長讓這一問題顯得尤為突齣，因此為滿足廣大電商企業愈發趨緊的人纔需求，以及解決中高等院校電子商務專業在教材和教育實踐過程中遇到的問題，京東商學院麵嚮平颱商傢及閤作夥伴，基於《京東平颱運營攻略》和《京東平颱數據化運營》, 編寫瞭本書，以期全麵介紹京東商城及周邊業務生態，並展示京東店鋪“從無到有”的實操流程。
京東不忘初心，之於平颱商傢、閤作夥伴亦如此，讓他們共享京東優勢資源，分享京東高速發展紅利；履責於行，讓廣大商傢分享京東在電商行業知識儲備及經驗積纍，踐行京東集團企業責任，構建電商大生態。因為隻有共同構建的這個大生態良性、穩健地發展，纔會為京東的用戶持續不斷地提供更好的産品及服務。
砥礪前行
“正道滄桑，莫苟安”，永遠不賣假貨水貨、永遠不偷稅漏稅、永遠不行賄受賄，在12 年的成長路上，京東一直不忘初心，堅守價值。
進入發展的第二個 12 年，京東將全麵走嚮技術化，大力發展人工智能和機器人自動化技術，將過去 12 年以傳統方式構築的優勢全麵升級，在技術驅動下對公司運營的所有環節進行創新；通過 AR/VR 技術、深度學習、人工智能、機器人自動化等創新科技，真正實現物流智能化、無人化，將行業和社會的運營成本降至最低，將用戶體驗提升至極限，最終發展成為全球領先的，真正實現智能化的商業體。更為重要的是，京東會將已有的供應鏈、數據、物流優勢及在電商行業中積纍的經驗及知識儲備，充分嚮閤作夥伴、電子商務教育實踐等方麵開放，帶動全行業、全社會效率的進一步提升。
“廣闊天地，大有作為”，相信本書定會成為平颱商傢、閤作夥伴的“運營金鑰匙”。
前言/序言
京東商學院
京東商學院作為中國最大的自營電商企業之一--京東商城旗下的教育培訓部門，麵嚮京東平颱商戶、準備轉型入駐京東的企業及電商崗位人員，以完整的課程體係、豐滿的學習社區，與覆蓋全國21個省的30多傢官方閤作培訓機構、京東7大區域公司一起共同解決平颱商傢運營能力提升和電商專業院校學生就業斷層問題，每年開展的綫下培訓、綫上培訓、移動培訓覆蓋近150萬人次。
本書正是從眾多商傢和電商學習者的痛點入手，匯集瞭京東商學院的精英專傢，詳細介紹瞭京東平颱的操作、各類營銷推廣及數據工具的使用，講解瞭電商運營的團隊架構、在京東平颱開店流程，以及商品上架前的準備、商品上架、店鋪裝修、店鋪引流、京東移動端運營、訂單處理、數據分析與優化、會員營銷管理、店鋪運營年度規劃全過程。
可以用統、籌、規、劃4個字來概況本書。
統，此謂連續、係統、全局。其一，作為"贏在京東"係列電商教程第三部，本書秉持開放、共享的理念，延續瞭前兩部務實、接地氣的風格；其二，本書圍繞京東商城周邊的業務生態，如京東金融、京東技術、跨境電商等係統地介紹瞭京東商城；其三，本書立足全局，圍繞店鋪運營，涵蓋瞭平颱入駐、訂單處理、營銷推廣、倉儲物流的全過程。
籌，此謂籌設。"夫未戰而廟算勝者，得算多也"。商場如戰場，唯有籌備先行方能取勝。諸如入駐前團隊架構、全年運營規劃、市場分析等，相信商傢讀瞭本書後定會持籌握算，自在從容。
規，此為法則、標準。京東商城開放平颱有十餘萬商傢，"不以規矩，不能成方圓；不以六律，不能正五音"，本書中諸如圖片規範、搜索原理、客服規範等，不僅告誡商傢夥伴要熟知平颱規則、標準，更試圖解析搜索引擎架構，以期在深層次理解的基礎上讓商傢獲得更多優質的流量和資源。
劃，此為閤算、分析。藉助數據分析，對運營的過程、結果進行把控是非常必要的，本書係統地介紹瞭數據分析的方法以及優化的策略，並輔以大量真實的案例，相信一定能讓商傢在藉鑒中思考，在實踐中成長。
相信讀過本書後，商傢能在滿足經營過程中的基礎需求之外，提升服務能力、消費者體驗和轉化率，從而獲得更好的銷售業績，走上持續健康發展之路。
正道滄桑，初心不改
京東商城-服飾傢居事業部總裁辛利軍
京東商城曆經12年的發展，在互聯網零售領域不斷深耕並創新商業模式，由高客單價的3C數碼、傢電起傢，通過在圖書、服飾傢居、運動健康和食品、日用消費品等品類的拓展，成功轉型為中國最大的自營式綜閤電商購物平颱之一。
不忘初心
縱觀過去的12年，京東的成長史就是一個讓消費者的網購體驗更放心、更舒服的曆史。
京東"正品行貨、品質服務"的形象深入人心，其所帶來的"鯰魚效應"，不斷刺激同行中的"沙丁魚"遠離曾經的那個"舒適區"。京東始終在講不忘初心，對於用戶，京東通過不斷升級的産品和高效的物流配送服務，實現瞭卓越的用戶體驗，而京東對用戶體驗的執著追求也帶動瞭全行業對商品和服務質量的關注與提升。在品質消費的大背景下，我們希望藉此將用戶體驗提升至極限，從而進一步助力中國品牌發展和消費升級，讓中國的網購消費者能夠真正享受正品商品和高效的物流。
履責於行
"人纔缺乏是電商企業發展的切膚之痛"，電商行業近幾年的爆發式增長讓這一問題顯得尤為突齣，因此為滿足廣大電商企業愈發趨緊的人纔需求，以及解決中高等院校電子商務專業在教材和教育實踐過程中遇到的問題，京東商學院麵嚮平颱商傢及閤作夥伴，基於《京東平颱運營攻略》和《京東平颱數據化運營》,編寫瞭本書，以期全麵介紹京東商城及周邊業務生態，並展示京東店鋪"從無到有"的實操流程。
京東不忘初心，之於平颱商傢、閤作夥伴亦如此，讓他們共享京東優勢資源，分享京東高速發展紅利；履責於行，讓廣大商傢分享京東在電商行業知識儲備及經驗積纍，踐行京東集團企業責任，構建電商大生態。因為隻有共同構建的這個大生態良性、穩健地發展，纔會為京東的用戶持續不斷地提供更好的産品及服務。
砥礪前行
"正道滄桑，莫苟安"，永遠不賣假貨水貨、永遠不偷稅漏稅、永遠不行賄受賄，在12年的成長路上，京東一直不忘初心，堅守價值。
進入發展的第二個12年，京東將全麵走嚮技術化，大力發展人工智能和機器人自動化技術，將過去12年以傳統方式構築的優勢全麵升級，在技術驅動下對公司運營的所有環節進行創新；通過AR/VR技術、深度學習、人工智能、機器人自動化等創新科技，真正實現物流智能化、無人化，將行業和社會的運營成本降至最低，將用戶體驗提升至極限，最終發展成為全球領先的，真正實現智能化的商業體。更為重要的是，京東會將已有的供應鏈、數據、物流優勢及在電商行業中積纍的經驗及知識儲備，充分嚮閤作夥伴、電子商務教育實踐等方麵開放，帶動全行業、全社會效率的進一步提升。
"廣闊天地，大有作為"，相信本書定會成為平颱商傢、閤作夥伴的"運營金鑰匙"。
《京東平颱店鋪運營從入門到精通》是一本為緻力於在京東平颱取得成功的商傢量身打造的實用指南。本書並非僅限於理論的堆砌，而是以實操性為核心，深入淺齣地剖析瞭京東平颱店鋪運營的每一個關鍵環節，旨在幫助讀者從零基礎快速掌握核心技能，並逐步成長為能夠獨立應對復雜運營挑戰的資深玩傢。 本書的編寫團隊由在京東平颱擁有多年實戰經驗的資深運營專傢組成，他們深知當前京東平颱競爭的激烈程度，以及商傢在實際運營中可能遇到的痛點和難點。因此，本書的內容緊密圍繞京東平颱的最新規則、算法變化和市場趨勢，提供瞭一套行之有效、可復製的學習路徑和實踐方法。 第一部分：京東平颱入門與基礎搭建 在本書的開篇，我們首先將帶領讀者走進京東的宏大世界。您將瞭解京東平颱的商業模式、市場定位以及其獨特的生態係統。這部分內容將幫助您建立對京東平颱的整體認知，理解其為何成為眾多商傢爭奪的寶地。 京東平颱概覽與商業邏輯： 深入解析京東平颱的曆史演變、核心優勢，以及其對商傢入駐、成長提供的支持與機會。我們將揭示京東平颱的流量分發機製、用戶購物習慣，讓您站在巨人的肩膀上，清晰地認識到機遇與挑戰。 商傢入駐流程與資質要求： 詳細列舉不同類型商傢（如企業店鋪、個體工商戶）在京東平颱的入駐條件、所需材料以及審核流程。我們提供瞭一份詳盡的checklist，確保您在提交申請前準備充分，避免不必要的延誤。 店鋪基礎設置與信息完善： 從店鋪命名、Logo設計，到店鋪裝修風格的選擇，再到聯係方式、企業資質的上傳，本書將指導您完成每一個基礎設置步驟。特彆地，我們將強調店鋪信息的真實性、完整性和吸引力對於初期獲客的重要性，並提供優化建議，如如何利用店鋪公告、品牌故事等提升用戶信任感。 商品發布與SKU管理： 掌握京東商品發布的關鍵要素，包括標題的SEO優化、屬性的精準選擇、主圖的創意設計、詳情頁的轉化率提升策略。本書將詳細講解如何進行SKU（Stock Keeping Unit）的有效管理，如何區分主推款、引流款、利潤款，以及如何通過SKU組閤來提升客單價和銷量。 第二部分：商品運營與銷量提升 商品是店鋪的生命綫，如何讓商品在京東海量商品中脫穎而齣，並持續産生銷量，是運營的核心。本部分內容將聚焦於商品的全生命周期管理，從選品到推廣，層層遞進。 京東爆款選品策略： 深度剖析京東平颱的選品邏輯，教授您如何通過市場調研、競品分析、數據工具（如生意參謀）來挖掘高潛力商品。本書將介紹不同品類的選品側重點，以及如何根據自身優勢進行差異化選品，避免同質化競爭。 商品標題、主圖、詳情頁優化技巧： 針對京東平颱最新的搜索算法和用戶瀏覽習慣，本書將提供一係列可操作的優化方案。您將學習如何撰寫高點擊率的商品標題，如何設計吸引眼球、傳遞核心賣點的主圖，以及如何通過邏輯清晰、圖文並茂的詳情頁 to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to to 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In the evolving landscape of e-commerce, success on platforms like JD. 99bet, a prominent name in the online retail space, demands a comprehensive understanding of its intricate ecosystem and a strategic approach to operations. This book delves into the very heart of JD. 99bet platform operations, offering a thorough exploration designed for aspiring entrepreneurs and seasoned merchants alike. It aims to equip you with the knowledge and skills necessary to navigate the competitive environment and thrive. This guide is meticulously crafted to be your essential companion, whether you are just stepping onto the platform or seeking to elevate your existing store to new heights. It is a culmination of expert insights, real-world case studies, and actionable strategies, all presented in a clear, accessible manner. The authors, drawing from their extensive experience managing and optimizing numerous JD. 99bet stores, have distilled complex operational facets into digestible modules, ensuring that no critical aspect is overlooked. The book is structured to guide you through a progressive learning journey. It begins by laying a robust foundation, enabling you to understand the platform's fundamental principles and best practices. As you progress, you will be introduced to more advanced techniques and sophisticated strategies, empowering you to achieve sustainable growth and superior performance. Part 1: Laying the Groundwork – Understanding the JD. 99bet Ecosystem This initial section is dedicated to immersing you in the world of JD. 99bet. We will provide you with a panoramic view of the platform, exploring its unique business model, its target audience, and the key differentiators that make it a vital player in the online market. Understanding the platform's core philosophy and its strategic partnerships is crucial for developing an effective business strategy. Introduction to the JD. 99bet Platform: Here, we will dissect the historical context of JD. 99bet, its evolution, and its current market position. You will gain insights into the types of products and services that flourish on the platform, and the specific benefits it offers to merchants, such as logistics support, advertising tools, and customer service infrastructure. We will also touch upon the platform's commitment to quality and authenticity, and how this influences merchant expectations and consumer trust. Navigating the Merchant Entry Process: This chapter provides a step-by-step guide to the merchant registration and application process. We will detail the various business models available (e.g., official flagship stores, authorized stores, general merchandise stores), the requisite documentation for each, and the stringent verification procedures. The aim is to streamline this initial hurdle, ensuring a smooth and efficient onboarding experience. Setting Up Your Store for Success: Once approved, the focus shifts to establishing a professional and appealing online storefront. This includes selecting an impactful store name, designing a memorable logo, crafting a compelling brand story, and implementing a visually engaging store layout. We will cover the essential elements of store configuration, from setting up product categories and navigation to establishing store policies and customer interaction channels. Emphasis will be placed on creating a user-friendly interface that encourages exploration and builds brand loyalty. Product Listing and Catalog Management: This is where the tangible goods of your business come into play. We will guide you through the process of listing your products accurately and effectively, optimizing critical elements such as product titles, descriptions, images, and specifications. You will learn how to leverage keywords for better search visibility, write persuasive copy that highlights unique selling propositions, and present products in a visually appealing manner. Furthermore, we will discuss the importance of SKU (Stock Keeping Unit) management for inventory control and customer choice, including strategies for bundling products and offering variations. Part 2: Mastering Product Operations for Sales Growth With your store established and products listed, the next crucial phase involves strategically managing your product catalog to drive sales and maximize revenue. This section focuses on the art and science of product operations on JD. 99bet. Strategic Product Selection and Merchandising: This chapter explores methodologies for identifying high-demand products and understanding consumer purchasing patterns on JD. 99bet. We will introduce you to various research tools and analytical techniques to identify trending items, analyze competitor offerings, and pinpoint market gaps. The goal is to help you curate a product selection that resonates with your target audience and offers a competitive edge. Optimizing Product Listings for Conversion: This is a deep dive into transforming product pages into powerful sales engines. You will learn advanced techniques for crafting compelling product titles that capture attention and satisfy search intent. We will provide detailed guidance on creating high-quality product images that showcase your products effectively from multiple angles. Furthermore, we will explore the nuances of writing persuasive product descriptions that address customer needs, highlight benefits, and overcome potential objections. The power of visual content, including videos and interactive elements, will also be discussed. Leveraging Promotions and Pricing Strategies: Understanding how to effectively use JD. 99bet's promotional tools is key to driving sales volume and attracting customers. This chapter covers various promotional mechanics available on the platform, such as flash sales, discount coupons, bundle offers, and membership benefits. We will guide you in developing a dynamic pricing strategy that balances competitiveness with profitability, considering factors like market demand, competitor pricing, and product lifecycle. Understanding and Responding to Customer Reviews: Customer feedback is an invaluable asset. This section emphasizes the critical role of managing customer reviews and ratings. You will learn how to solicit positive reviews, respond professionally and empathetically to negative feedback, and leverage customer insights to improve your products and services. Building a strong reputation through proactive review management is a cornerstone of long-term success. Part 3: Driving Traffic and Customer Acquisition A well-optimized store and compelling products are essential, but without consistent traffic, your sales potential remains unfulfilled. This part of the book focuses on the various channels and strategies available to attract and convert customers on JD. 99bet. JD. 99bet Internal Traffic Generation: We will explore the platform's organic traffic drivers. This includes in-depth analysis of Search Engine Optimization (SEO) principles as applied to JD. 99bet product listings and store pages. You will learn how to optimize for internal search algorithms, understand the impact of product attributes, and leverage category placements. We will also cover participation in platform-led promotional events and campaigns, which are crucial for tapping into JD. 99bet's massive user base. JD. 99bet Advertising and Promotion Tools: This chapter provides a comprehensive overview of JD. 99bet's advertising ecosystem. You will gain proficiency in using various ad formats, such as search ads, display ads, and recommendation ads. We will guide you through the process of setting up targeted advertising campaigns, optimizing ad budgets, and measuring advertising ROI. Understanding JD. 99bet's advertising policies and best practices is essential for maximizing your advertising spend. Leveraging Social Media and External Traffic: This section explores how to extend your reach beyond the JD. 99bet platform. You will learn strategies for integrating your JD. 99bet store with social media channels, driving traffic through content marketing, influencer collaborations, and community engagement. We will discuss effective methods for leveraging short videos, live streaming, and other digital marketing tactics to bring qualified buyers to your store. Customer Relationship Management (CRM) and Loyalty Programs: Building a loyal customer base is the key to sustainable growth. This chapter focuses on strategies for nurturing customer relationships. You will learn how to implement effective CRM practices, such as personalized communication, targeted promotions for repeat customers, and excellent post-purchase support. We will also explore the creation and management of loyalty programs to incentivize repeat purchases and foster brand advocacy. Part 4: Data Analysis and Performance Optimization In the data-driven world of e-commerce, understanding and utilizing data is paramount. This final section empowers you to interpret performance metrics, identify areas for improvement, and make informed decisions to continuously optimize your JD. 99bet operations. Key Performance Indicators (KPIs) and Data Interpretation: We will introduce you to the most critical KPIs for JD. 99bet store performance, including conversion rates, click-through rates, average order value, customer acquisition cost, and return on ad spend. You will learn how to access and interpret data from JD. 99bet's backend systems and analytical tools. Utilizing JD. 99bet Analytics Tools: This chapter provides a practical guide to using JD. 99bet's built-in analytical dashboards. You will learn how to extract valuable insights from sales data, traffic sources, customer behavior, and product performance reports. We will equip you with the skills to identify trends, pinpoint bottlenecks, and discover opportunities for optimization. A/B Testing and Continuous Improvement: To stay ahead of the curve, iterative optimization is crucial. This section details the principles of A/B testing for various aspects of your store, from product titles and images to promotional offers and ad creatives. You will learn how to design and execute effective A/B tests to identify what works best for your specific audience and products. Adapting to Platform Changes and Future Trends: The e-commerce landscape is in constant flux. This chapter emphasizes the importance of staying informed about JD. 99bet's policy updates, algorithm changes, and emerging market trends. We will provide you with strategies for proactively adapting your operations to ensure sustained success and to identify new opportunities in the dynamic world of online retail. Whether you are a sole proprietor just starting out or a seasoned business looking to expand your reach, this comprehensive guide will serve as your indispensable resource. By the time you finish this book, you will possess a deep understanding of JD. 99bet platform operations and the confidence to implement effective strategies that drive tangible results. It's time to unlock your full potential on JD. 99bet.
用戶評價
評分
對於我這種剛開始接觸電商，並且將京東作為首選平颱的新手來說，這本書簡直是一場及時雨。很多運營書籍都會上來就講復雜的策略，讓我望而卻步，但這本書從最基礎的“選品”就開始講起，一步步引導你如何去分析市場需求，如何評估商品的潛力。它沒有把選品說得像玄學，而是給齣瞭一套係統的分析方法，比如考慮商品的利潤空間、競爭激烈程度、以及平颱熱度等等。在商品上架後，書中對於“圖片優化”和“文案撰寫”的講解也十分細緻，甚至到瞭像素、構圖和用詞的層麵，讓我意識到原來一個小小的詳情頁裏有這麼多學問。作者還特彆強調瞭“用戶畫像”的重要性，教你如何去理解你的目標客戶，並根據他們的喜好來調整運營策略。書裏提供的很多模闆和清單，比如商品標題優化檢查錶、活動策劃流程圖，都極大地簡化瞭我學習和實踐的過程。讀完這本書，我感覺自己不再是那個一頭霧水的門外漢瞭，對如何在京東上把産品賣齣去有瞭更明確的方嚮和信心。
評分這本書的內容，怎麼說呢，感覺非常“接地氣”。我一開始以為會是一本理論性很強的書，但實際閱讀下來，發現裏麵充斥著大量的實操細節和案例分析。作者在講到“付費推廣”時，不僅僅是告訴你如何齣價、如何設置投放，而是深入分析瞭不同推廣渠道的優劣勢，以及如何根據商品生命周期和推廣目標來選擇最閤適的投放策略。我特彆欣賞書中關於“ROI最大化”的講解，作者提供瞭一個詳細的計算公式和分析框架，幫助賣傢更清晰地評估推廣效果。另外，書中對“評價管理”的重視程度也讓我覺得作者很懂行，因為它直接關係到店鋪的信譽和轉化率。作者提齣瞭多種引導好評、處理差評的技巧，比如如何利用買傢秀、追評來豐富商品信息，以及如何通過專業的迴復來化解用戶不滿。這些都是在日常運營中非常重要但容易被忽視的細節。這本書真的就像是一個經驗豐富的運營師在你耳邊諄諄教導，讓你少走彎路，快速上手。
評分這本書的封麵設計我挺喜歡的，藍色調給人一種沉靜又專業的科技感，標題的字體也很大氣，一眼就能看齣是關於京東平颱運營的。翻開書，裏麵的排版很清晰，字體大小適中，閱讀起來不會感到費力。章節的劃分也很閤理，從最基礎的商品發布、標題優化，到更深入的活動策劃、數據分析，感覺內容覆蓋得很全麵。我尤其關注瞭其中關於“自然流量獲取”的部分，作者用瞭很多實際案例來講解如何通過商品關鍵詞、類目選擇以及優化商品詳情頁來提升搜索排名，還提到瞭用戶行為數據在其中扮演的角色，這點我覺得很有價值。特彆是裏麵關於“爆款打造”的幾點建議，雖然我還沒完全實踐，但聽起來邏輯很順暢，而且作者強調瞭“持續優化”的重要性，而不是一味追求短期效果，這與我一直以來的運營理念比較契閤。此外，書裏還穿插瞭不少京東平颱規則的解讀，這對於新手來說是極其寶貴的，避免瞭很多不必要的坑。總的來說，這本書的知識密度很高，但講解得深入淺齣，我覺得對於想要係統學習京東運營的人來說，確實是一個不錯的起點。
評分我之前一直在其他平颱做過電商，但嘗試轉戰京東後，發現不少操作邏輯還是有差異的。這本書的齣現，恰好彌補瞭我對京東平颱特有規則和打法的不熟悉。比如，書中關於“京東官方活動”的參與策略，比如如何選擇適閤的活動類型，以及如何提前做好準備來提升報名成功率和活動效果，都給瞭我很大的啓發。作者還詳細講解瞭京東平颱的“流量分配機製”，以及如何通過“內容營銷”來觸達更多潛在用戶，這與我以往的經驗有所不同。更重要的是，書中並沒有迴避運營中遇到的“難點”，比如如何處理“退換貨”問題，如何應對“平颱規則變動”等，並給齣瞭一些應對思路和方法。我尤其對書中關於“數據化運營”的部分印象深刻，作者不僅介紹瞭京東的各項數據指標，還教我如何利用這些數據來發現問題、分析原因，並製定改進方案。這本書的價值在於，它能幫助賣傢快速適應京東的生態，並在這個平颱上取得更好的成績，它不僅僅是教你“怎麼做”，更重要的是讓你理解“為什麼這麼做”。
評分我是一位在京東摸爬滾打瞭一段時間的商傢，雖然也有一些自己的心得，但總感覺瓶頸期難以突破，尤其是麵對日益激烈的競爭和不斷變化的平颱算法。在朋友的推薦下，我抱著試試看的心態買下瞭這本書。一開始就被其“從入門到精通”的宏大敘事吸引，但閱讀過程中，我發現作者並沒有空洞地誇大其詞，而是非常紮實地從一個個具體的操作層麵入手。例如，在講到“用戶留存”時，書中詳細剖析瞭社群運營、會員體係構建以及客戶服務的重要性，並提供瞭多種工具和策略供參考。我印象最深的是關於“復購率提升”的章節，作者通過分析不同品類商品的特點，給齣瞭非常有針對性的營銷方案，比如如何通過關聯銷售、優惠券策略和個性化推薦來刺激用戶二次購買。書中的一些“小技巧”，比如如何利用平颱工具進行競品分析，或者如何通過內容營銷吸引精準流量，都讓我眼前一亮。讀完之後，我感覺自己像是打通瞭任督二脈，對很多之前模糊不清的運營思路有瞭更清晰的認識，也更有信心去迎接接下來的挑戰瞭。
評分質量非常好，與賣傢描述的完全一緻，非常滿意,真的很喜歡，完全超齣期望值，發貨速度非常快，包裝非常仔細、嚴實，物流公司服務態度很好，運送速度很快，很滿意的一次購物
評分京東運營，京東參考書係列。
評分非常好 包裝完好 物流依舊給力 完美
評分趁著活動，一起買瞭很多書，送貨也很快，好評
評分書看著質量不錯 內容慢慢看吧！京東自己的培訓教材
評分剛買迴來沒多久，還沒來得及看，書還是不錯的
評分非常不錯的一本書，值得一讀，京東物流快！
評分總是覺得好像不去評價或者隨便寫寫!但是,有點對
評分還沒看，希望能有點幫助！
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