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Jingdong book

微商3.0:移动电商实战

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Jingdong book

微商3.0:移动电商实战

Name: 微商3.0:移动电商实战
Brand: Jingdong book
SKU: 3102019691
Price: 42.95 USD
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为了帮助传统企业转型帮助众多的微商的走向成功，作者编写了本书。作者研判移动互联网发展趋势，应对移动互联网电商发展机遇与挑战，解析成功的微商模式，引领微商的发展，*一次系统分析微商1.0、微商2.0、微商3.0，总结各个时代的规律！本书将理论与实战对接，包含大量实战案例，这些案例都是传统企业家在转型过程中的成功经验总结，对读者来说有*高的参考价值。

Catalogue

编委会
推荐序一
推荐序二
推荐序三
前言
第一章2015年微商元年，你微商了吗∥ 1
第一节2015年，不微商，必受伤∥ 6
一、“互联网+”，新时代的风口∥ 6
二、移动互联网降低了创业成本，万众创新的时代到来∥ 9
三、腾讯的支持为微商高速发展提供良机∥ 10
第二节微商面临难得的历史机遇∥ 11
一、“简政放权”带来创业良机∥ 11
二、经济上“三期叠加”迎来机遇∥ 12
三、社会环境不断优化成熟∥ 13
四、技术环境助推创业环境∥ 18
第三节微商定义及发展趋势∥ 20
一、微商定义∥ 20
二、早期微商存在的问题∥ 24
三、微商发展趋势：公司化、系统化、平台化∥ 25
第二章赢在转型—传统企业转型正当时∥ 29
第一节传统企业转型原因分析∥ 29
第二节传统企业转型路径及分类∥ 31
一、转型的注意事项∥ 31
二、转型路径及分类∥ 33
第三章微商系统知识∥ 39
第一节微商基础知识∥ 39
一、微商基础∥ 39
二、微商中的常用概念：B2B、B2C、C2B、C2C、O2O∥ 41
三、微商特性∥ 45
第二节微商如何定位∥ 46
一、用户群定位∥ 46
二、自身定位∥ 47
三、产品定位∥ 48
四、营销定位∥ 49
第三节微商营销基础∥ 50
一、微商机会及趋势∥ 50
二、微商产业生态6要素∥ 60
三、微商发展模式∥ 62
第四章微商启动思路∥ 65
第一节微商启动方式∥ 66
一、微商分类∥ 66
二、七步成就微商∥ 66
三、微信电商入驻七种方式∥ 67
第二节微商借力模式∥ 68
一、腾讯智慧生活方案∥ 69
二、百度直达号方案∥ 73
三、支付宝服务窗方案∥ 75
第三节APP模式自建微商系统∥ 76
第四节自建APP还是依托第三方平台∥ 77
第五章微商运营实战∥ 79
第一节微商运营基础∥ 79
第二节微商内容与用户运营∥ 80
第三节微商活动运营∥ 81
第六章微商品牌建设思路∥ 82
第一节微商品牌建设成为核心课题∥ 82
第二节微商品牌建设三要素：品牌定位+信任经济+社群运营∥ 83
第三节微商品牌建设三误区及启示∥ 85
第七章微商商业模式和微商兵法∥ 87
第一节微商商业模式基础∥ 87
第二节微商商业模式之兵法分析∥ 88
第三节微商商业模式优化：全民营销+信任经济+分享经济∥ 90
第八章微商新媒体营销∥ 95
第一节微商新媒体营销定义∥ 95
第二节新媒体时代下微商营销方式的转变∥ 97
第三节新媒体营销趋势∥ 99
第四节新媒体营销速成七步法∥ 101
第九章微商传播与推广∥ 103
第一节微商推广平台、渠道、步骤及推广技巧∥ 104
第二节微商传播∥ 107
第三节微商招商∥ 108
第十章微商运营之微信∥ 110
第一节微信朋友圈技巧∥ 110
第二节如何做微信营销∥ 112
第三节微信公众号使用技巧∥ 118
第十一章微商运营之QQ∥ 123
第一节腾讯微电商的布局：社交关系+微商+微店∥ 123
第二节QQ加人技巧∥ 127
第三节QQ空间营销技巧∥ 129
第十二章微商运营之微博∥ 132
第一节微博文案技巧∥ 132
第二节微博推广技巧∥ 134
第十三章微商运营之工具整合∥ 139
第一节分销系统—全民营销利器∥ 139
第二节微卖—基于微博的微商工具∥ 143
第三节微信小店：服务号+订阅号+个人号+朋友圈∥ 144
第四节其他微商品牌工具∥ 145
第十四章微商运营之团队构建∥ 150
第一节微商组织创新与团队配置∥ 150
第二节微商团队建设∥ 152
第三节微商团队管理∥ 153
第十五章微商运营之大数据分析∥ 162
第一节如何用大数据了解潜在客户∥ 162
第二节微商运营大数据分析∥ 164
第三节微商运营数据分析方法、误区与技巧∥ 166
一、数据分析的方法、误区与避免数据说谎的手法∥ 166
二、跳出数据看数据∥ 170
三、运营核心数据总结∥ 172
第十六章移动互联网思维助力移动电商腾飞∥ 175
第一节移动电商要用移动互联网思维∥ 175
一、移动互联网在改变我们的生活∥ 175
二、什么是移动互联网思维∥ 180
三、移动互联网思维与互联网思维和传统思维的差别∥ 180
第二节移动互联网思维之九阳真经∥ 183
第三节移动互联网思维改造下的移动电商∥ 184
一、移动互联网给移动电商带来六大变化∥ 184
二、移动电商的模式创新∥ 186
三、模式创新与优化：O2O+F2C+会员制是未来的方向∥ 187
四、移动电商未来∥ 189
附录A微官网、微商城、微分销平台免费快速开发教程∥ 190
附录B国家鼓励创业政策汇总∥ 199
附录C国家鼓励高校毕业生就业创业政策∥ 202
附录D国家关于跨境电商政策汇总∥ 207
附录E2014年微信朋友圈营销生态数据研究报告∥ 211
附录F互动调查表∥ 222
参考文献∥ 223

Introduction

中国经济历史上，行情总是一波一波的。20世纪80年代如果不下海，90年代如果不炒股，2000年如果不买房，你就错过了下海、炒股、买房的最佳机会。2015年有一个更大的机会，那就是移动互联网所带来的商业变革，微商第一次从幕后走向前台。2015年是移动互联网+元年，更是微商元年！
2014年6月，CNNIC（China Internet Network Information Center，中国互联网络信息中心）的报告称，中国手机网民第一次超过了PC网民，宣告了移动互联网正式走向前台。面对移动互联网大潮，麦肯锡发布了一个报告称，未来十年要看移动互联网，移动互联网要看中国。李克强总理在2015年3月召开的两会上将“互联网+”提到一个国家战略的地位，并发出了“全民创业，万众创新”的号召，以国策的方式为移动互联网发展奠定了基础。
在移动互联网时代，将会实现人与人、人与物、物与物之间的连接。人与物的连接即实现了物联网，物与物的连接即未来的能源物联网、万物物联网，一个崭新的版图将会出现在我们面前。未来我们可以实现远程的家庭智能控制、汽车自动驾驶、智能医疗、社区O2O，一个人、一部手机就可以实现所有的业务往来，真正的移动办公时代已经来临。
思路清晰、心态正确、选对方向很关键，做对的事情远比把事情做对重要。从传统商业到电子商务再到移动电商将是发展的规律。在传统商业时代，传统思维的核心是渠道为王，即占有渠道就占有市场；在电子商务时代，互联网思维的核心是点击率和流量，即点击决定业绩，流量决定销量；而在今天的移动电商时代，移动互联网思维的核心是数据重构商业，体验改变未来。移动电商需要有移动互联网思维。
传统企业已经从“触网是找死，不触网是等死”的两难困境中走出来，前赴后继投入到移动电商大潮中，一波又一波的微商开始走向前台。但是，由于很多人不懂操作，没有好的思维，要么陷入刷朋友圈的怪圈，要么在无谓的等待中浪费光阴。2014年可能很多企业还在犹豫，而2015年可谓全民“互联网+”，不管懂不懂互联网，都争先恐后地向互联网转型。然而，如同大海航行的船，没有方向，就意味着来自任何方向的风都是逆风。因此，很多转型的企业可能没有死在经济危机中，而是死在走向“互联网+”的道路上！为了帮助传统企业转型，帮助众多的微商走向成功，笔者特意编写了本书。本书的写作有以下创新：
1）引领时代。研判移动互联网发展趋势，应对移动互联网电商发展机遇与挑战；解析成功的微商模式，引领微商的发展；第一次系统分析微商1.0、微商2.0、微商3.0，总结各个时代的规律。
2）众筹出书。在本书出版过程中，全国有数千位笔者的粉丝参与，数位专家共同参与本书的编写和营销，尝试了一种全新的写作模式。
3）实战对接。为了帮助大家，特成立实战导师团和专家团，其中实战导师都是北大清华的在读总裁班的高才生，也是成功的实战型企业家，而专家大都是具备咨询背景的高级讲师。
4）理论与实践结合。书中列举了大量的实战案例，这些案例都是传统企业家在转型过程中的成功经验总结，可以帮助读者更好地了解微商。

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