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電子商務企業(yè)經(jīng)營沙盤模擬教程(第2版)

電子商務企業(yè)經(jīng)營沙盤模擬教程(第2版)

定 價:¥37.50

作 者: 何偉 著
出版社: 電子工業(yè)出版社
叢編項:
標 簽: 暫缺

ISBN: 9787121348693 出版時間: 2018-08-01 包裝: 平裝
開本: 16開 頁數(shù): 212 字數(shù):  

內(nèi)容簡介

  本書依托“ITMC 電子商務綜合實訓與競賽系統(tǒng)”(4.0版本)平臺,以仿真的電子商務企業(yè)經(jīng)營管理環(huán)境和運營操作流程為主線,分為五大模塊:模塊一,走進電商沙盤的世界,了解電子商務沙盤模擬企業(yè)經(jīng)營課程;模塊二,電子商務沙盤操作基礎(chǔ),掌握電子商務沙盤模擬企業(yè)經(jīng)營規(guī)則及流程;模塊三,制定經(jīng)營戰(zhàn)略,領(lǐng)會企業(yè)的經(jīng)營管理;模塊四,電子商務沙盤實戰(zhàn)模擬,體驗模擬電商企業(yè)經(jīng)營;模塊五,解密電商沙盤經(jīng)營,掌握企業(yè)經(jīng)營的本質(zhì)。本書簡潔、精練、好讀、易懂,便于理解;闡明電子商務沙盤模擬企業(yè)經(jīng)營的理念和規(guī)則,務求使經(jīng)營操作體系全面、完整、準確;及時更新相關(guān)內(nèi)容,使本書實用、系統(tǒng),利于學生循序漸進地學習,實用性強。本書可作為職業(yè)院校電子商務專業(yè)、計算機專業(yè)、市場營銷專業(yè)及其他商貿(mào)類專業(yè)學習電子商務的教材,也可作為電子商務愛好者、創(chuàng)業(yè)者的自學用書,還可供準備參加全國職業(yè)院校技能大賽電子商務技能賽項比賽的各層次的學生、教師使用。

作者簡介

  浙江國際海運職業(yè)技術(shù)學院一線任課教師。浙江國際海運職業(yè)技術(shù)學院一線任課教師。浙江國際海運職業(yè)技術(shù)學院一線任課教師。

圖書目錄

模塊一 走進電商沙盤的世界 ..................................................................................................1
任務一 認識電子商務沙盤 .........................................................................................................1
一、認知電子商務沙盤 .........................................................................................................................1
二、電子商務沙盤模擬的作用 .............................................................................................................2
三、電子商務沙盤的組成架構(gòu) .............................................................................................................3
任務二 組建團隊 .........................................................................................................................4
一、模擬電商企業(yè)組織架構(gòu) .................................................................................................................4
二、企業(yè)中各個角色的崗位職責 .........................................................................................................5
三、根據(jù)崗位職責組建團隊 .................................................................................................................7
任務三 創(chuàng)立網(wǎng)店 .......................................................................................................................10
一、辦公場所的選擇 ...........................................................................................................................10
二、配送中心的設(shè)置 ...........................................................................................................................11
三、網(wǎng)店開設(shè) .......................................................................................................................................12
四、網(wǎng)店裝修 .......................................................................................................................................12
五、網(wǎng)店財務狀況報告 .......................................................................................................................13
【思考與探究】 ...............................................................................................................................15
模塊二 電子商務沙盤操作基礎(chǔ) ............................................................................................16
任務一 學習經(jīng)營規(guī)則 ...............................................................................................................16
一、開店規(guī)則 .......................................................................................................................................16
二、采購規(guī)則 .......................................................................................................................................20
三、推廣規(guī)則 .......................................................................................................................................20
四、運營規(guī)則 .......................................................................................................................................26
五、財務規(guī)則 .......................................................................................................................................27
六、人群成交規(guī)則 ...............................................................................................................................30
七、得分規(guī)則 .......................................................................................................................................32
八、破產(chǎn)規(guī)則 .......................................................................................................................................32
九、模擬經(jīng)營時間表 ...........................................................................................................................33
十、系統(tǒng)設(shè)置 .......................................................................................................................................33
十一、規(guī)則與崗位工作要求 ...............................................................................................................34
任務二 網(wǎng)店經(jīng)營基本操作 .......................................................................................................35
一、輪度規(guī)劃制定 ...............................................................................................................................36
二、模擬網(wǎng)店日常運營 ....................................................................................................................... 38
任務三 輔助工具運用 ............................................................................................................... 54
任務四 店鋪數(shù)據(jù)分析 ............................................................................................................... 58
一、市場預測圖 ................................................................................................................................... 58
二、現(xiàn)金流量表 ................................................................................................................................... 60
三、財務報表 ....................................................................................................................................... 60
四、市場占有率 ................................................................................................................................... 60
五、訂單分析 ....................................................................................................................................... 61
六、進店關(guān)鍵詞分析 ........................................................................................................................... 62
七、駕駛艙 ........................................................................................................................................... 62
八、杜邦分析 ....................................................................................................................................... 63
【思考與探究】 ............................................................................................................................... 67
模塊三 制定經(jīng)營戰(zhàn)略 ........................................................................................................... 68
任務一 經(jīng)營環(huán)境分析 ............................................................................................................... 68
一、經(jīng)營環(huán)境分析的重要性 ............................................................................................................... 68
二、經(jīng)營環(huán)境分析的內(nèi)容 ................................................................................................................... 69
三、商品生命周期 ............................................................................................................................... 70
四、商品需求預測分析 ....................................................................................................................... 71
任務二 店鋪定位 ....................................................................................................................... 73
一、市場定位的方式與原則 ............................................................................................................... 74
二、商品分析與定位 ........................................................................................................................... 75
三、目標人群定位 ............................................................................................................................... 77
任務三 營銷推廣策略 ............................................................................................................... 78
一、關(guān)鍵詞優(yōu)化(SEO) ...................................................................................................................... 79
二、關(guān)鍵詞推廣(SEM) ..................................................................................................................... 81
三、站外推廣 ....................................................................................................................................... 83
四、店內(nèi)促銷 ....................................................................................................................................... 83
【思考與探究】 ............................................................................................................................... 85
模塊四 電子商務沙盤實戰(zhàn)模擬 ............................................................................................ 86
任務一 謀而后動,開拓進取――第一輪經(jīng)營 ....................................................................... 86
一、創(chuàng)建網(wǎng)店 ....................................................................................................................................... 87
二、輪度經(jīng)營 ....................................................................................................................................... 88
三、輪末總結(jié)研討 ............................................................................................................................... 98
任務二 調(diào)查研究,提高實力――第二輪經(jīng)營 ......................................................................100
一、輪度經(jīng)營 ..................................................................................................................................... 100
二、輪末總結(jié)研討 ............................................................................................................................. 112
任務三 差異競爭,多元發(fā)展――第三輪經(jīng)營 ......................................................................114
一、輪度經(jīng)營 ..................................................................................................................................... 114
二、輪末總結(jié)研討 ............................................................................................................................. 128
任務四 計劃管理,細節(jié)取勝――第四輪經(jīng)營 ......................................................................129
一、輪度經(jīng)營 ..................................................................................................................................... 129
二、輪末總結(jié)研討 ............................................................................................................................. 143
任務五 決戰(zhàn)勝負,智者為王――第五輪經(jīng)營 ......................................................................145
一、輪度經(jīng)營 ..................................................................................................................................... 145
二、輪末總結(jié)研討 ............................................................................................................................. 160
任務六 經(jīng)營總結(jié) ......................................................................................................................162
一、崗位評價 ..................................................................................................................................... 162
二、經(jīng)營分析報告 ............................................................................................................................. 164
三、收獲/ 感悟報告 .......................................................................................................................... 164
模塊五 解密電商沙盤經(jīng)營 ................................................................................................. 166
任務一 戰(zhàn)略――我們想成為什么樣的公司 ..........................................................................166
一、企業(yè)經(jīng)營的本質(zhì) ......................................................................................................................... 167
二、讀懂市場預測 ............................................................................................................................. 168
三、謀而后動 ..................................................................................................................................... 169
任務二 財務――誰吸走我們的流動資金 ..............................................................................170
一、現(xiàn)金――企業(yè)的生命之源 ......................................................................................................... 170
二、籌資渠道的選擇 ......................................................................................................................... 173
三、財務分析 ..................................................................................................................................... 173
任務三 訂單――我們傾向何種商品和消費人群 ..................................................................175
一、了解買家 ..................................................................................................................................... 176
二、做好賣家 ..................................................................................................................................... 177
附錄A 教師指導平臺 ......................................................................................................... 183
參考文獻 .............................................................................................................................. 204

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