基 礎(chǔ) 篇
主題一 走進(jìn)平臺(tái) ··········································································································.3
1.1 主流平臺(tái) ·········································································································.5
1.1.1 出口平臺(tái) ···································································································.5
1.1.2 進(jìn)口平臺(tái) ·································································································.10
1.2 國(guó)外本土化平臺(tái) ····························································································.11
1.2.1 概念與特征 ······························································································.11
1.2.2 代表性平臺(tái)介紹 ························································································.13
1.3 獨(dú)立站 ··········································································································.17
1.3.1 概念與特征 ······························································································.18
1.3.2 運(yùn)營(yíng) ·······································································································.19
1.3.3 代表性平臺(tái) Shopify ····················································································.21
主題二 入駐平臺(tái) ········································································································.24
2.1 亞馬遜平臺(tái)入駐 ····························································································.26
2.1.1 準(zhǔn)備資料 ·································································································.26
2.1.2 注冊(cè)流程 ·································································································.26
2.1.3 商標(biāo)要求 ·································································································.30
2.2 阿里巴巴國(guó)際站平臺(tái)入駐 ··············································································.31
2.2.1 準(zhǔn)備資料 ·································································································.31
2.2.2 注冊(cè)流程 ·································································································.32
2.3 跨境電商平臺(tái)主要交易規(guī)則 ···········································································.35
2.3.1 亞馬遜相關(guān)規(guī)則 ························································································.35
2.3.2 阿里巴巴國(guó)際站相關(guān)規(guī)則 ············································································.37
主題三 上架商品 ········································································································.41
3.1 選品和定價(jià) ···································································································.43
3.1.1 選品 ·······································································································.43
3.1.2 選擇類目 ·································································································.45
3.1.3 申請(qǐng)品牌授權(quán) ···························································································.47
3.1.4 商品定價(jià) ·································································································.49
3.2 上架流程 ·······································································································.52
3.2.1 產(chǎn)品標(biāo)題 ·································································································.52
3.2.2 商品圖片 ·································································································.54
3.2.3 產(chǎn)品屬性 ·································································································.56
3.2.4 價(jià)格與庫(kù)存 ······························································································.57
3.2.5 詳細(xì)描述 ·································································································.59
3.2.6 包裝與物流 ······························································································.60
3.2.7 其他設(shè)置 ·································································································.61
3.3 產(chǎn)品相關(guān)規(guī)則 ································································································.63
3.3.1 基本規(guī)則 ·································································································.63
3.3.2 搜索排序規(guī)則 ···························································································.64
3.3.3 禁限售規(guī)則 ······························································································.67
主題四 模板制作 ········································································································.70
4.1 物流模板 ·······································································································.72
4.1.1 跨境電商物流商的特點(diǎn) ···············································································.72
4.1.2 平臺(tái)物流模板的制作 ··················································································.75
4.2 服務(wù)模板 ·······································································································.81
4.2.1 全球速賣(mài)通的服務(wù)模板 ···············································································.81
4.2.2 亞馬遜的退貨政策 ·····················································································.81
4.2.3 Shopee 的退貨政策 ····················································································.82
4.3 店鋪裝修 ·······································································································.84
4.3.1 進(jìn)入店鋪裝修后臺(tái) ·····················································································.84
4.3.2 對(duì)店鋪進(jìn)行裝修 ························································································.84
4.3.3 使用模板裝修 ···························································································.85
主題五 訂單處理 ········································································································.88
5.1 常規(guī)發(fā)貨 ·······································································································.90
5.1.1 線上發(fā)貨 ·································································································.91
5.1.2 線下發(fā)貨 ·································································································.96
5.1.3 線上發(fā)貨與線下發(fā)貨的區(qū)別 ·········································································.98
5.2 海外倉(cāng)發(fā)貨 ··································································································.100
5.2.1 海外倉(cāng)的定義 ··························································································.100
5.2.2 海外倉(cāng)的優(yōu)缺點(diǎn) ·······················································································.101
5.2.3 海外倉(cāng)的費(fèi)用構(gòu)成 ····················································································.101
5.2.4 海外倉(cāng)的發(fā)貨流程 ····················································································.101
主題六 收款提現(xiàn) ·······································································································.105
6.1 收款規(guī)則 ······································································································.107
6.1.1 跨境收款方式 ··························································································.107
6.1.2 平臺(tái)收款方式 ··························································································.108
6.2 提現(xiàn)方式 ······································································································.111
6.2.1 亞馬遜平臺(tái) ·····························································································.111
6.2.2 Wish 平臺(tái) ·······························································································.112
6.2.3 全球速賣(mài)通平臺(tái) ·······················································································.113
提 升 篇
主題七 營(yíng)銷 ··············································································································.117
7.1 推廣渠道 ······································································································.119
7.1.1 展會(huì) ······································································································.120
7.1.2 站內(nèi)推廣 ································································································.122
7.1.3 站外推廣 ································································································.125
7.2 短視頻營(yíng)銷 ··································································································.128
7.2.1 優(yōu)勢(shì) ······································································································.129
7.2.2 推廣方式 ································································································.129
7.2.3 營(yíng)銷流程 ································································································.132
7.2.4 營(yíng)銷技巧 ································································································.132
7.3 節(jié)日營(yíng)銷 ······································································································.134
7.3.1 節(jié)日營(yíng)銷日歷 ··························································································.134
7.3.2 節(jié)日營(yíng)銷技巧 ··························································································.136
7.3.3 優(yōu)勢(shì) ······································································································.138
主題八 程序 ··············································································································.141
8.1 跨境電商平臺(tái)規(guī)則 ························································································.143
8.1.1 全球速賣(mài)通平臺(tái)規(guī)則（B2C） ·····································································.144
8.1.2 阿里巴巴國(guó)際站平臺(tái)規(guī)則（B2B） ·······························································.150
8.2 常見(jiàn)糾紛與申訴 ···························································································.153
8.2.1 全球速賣(mài)通平臺(tái)常見(jiàn)糾紛案例 ·····································································.153
8.2.2 阿里巴巴國(guó)際站常見(jiàn)糾紛案例 ·····································································.155
主題九 法律 ··············································································································.161
9.1 權(quán)益保護(hù) ······································································································.163
9.1.1 消費(fèi)者權(quán)利 ·····························································································.163
9.1.2 消費(fèi)者保護(hù)原則 ·······················································································.165
9.1.3 商家權(quán)益 ································································································.167
9.2 侵權(quán) ·············································································································.170
9.2.1 知識(shí)產(chǎn)權(quán)侵權(quán)類型 ····················································································.170
9.2.2 知識(shí)產(chǎn)權(quán)違規(guī)處理種類和具體方式 ·······························································.173
9.2.3 跨境電商賣(mài)家處理與預(yù)防知識(shí)產(chǎn)權(quán)侵權(quán)措施 ···················································.174
主題十 風(fēng)險(xiǎn) ··············································································································.177
10.1 拒付風(fēng)險(xiǎn) ····································································································.179
10.1.1 拒付的常見(jiàn)情況 ·····················································································.180
10.1.2 如何有效防范拒付 ··················································································.180
10.1.3 拒付的處理方式 ·····················································································.182
10.2 其他風(fēng)險(xiǎn) ····································································································.184
10.2.1 通關(guān)風(fēng)險(xiǎn) ······························································································.184
10.2.2 物流風(fēng)險(xiǎn) ······························································································.185
10.2.3 匯率風(fēng)險(xiǎn) ······························································································.186
10.2.4 信用風(fēng)險(xiǎn) ······························································································.187
參考文獻(xiàn) ·····················································································································.190