電子商務營運概觀-未完 v1
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DESCRIPTION
電子商務營運概觀，從基礎架構，一直到線上店面的營運技巧。後續資料陸續補上，尚未完成。TRANSCRIPT
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2. 2 Section 1. Section 2. Section 3. Section 4. Section 5. Section 6. Section 7. Section 10. 3. 3 Section 1. 4. 4 20137673 541 5. 5 6. 6 7. 7 8. 8 9. 9 10. 10 11. 11 12. 12 13. 13 14. 14 15. 15 16. 16 17. 17 18. 18 19. 19 20. 20 21. 21 22. 22 23. 23 24. 24 25. 25 26. 26 27. 27 28. 28 FIND201348064.1% 29. 29 Section 2. 30. 30 31. 31 32. 32 - 1. 2. 3. 4. 5. 6. 7. 1. 2. 3. 4. 5. 6. 7. 33. 33 - 1. 2. 3. 4. 5. 6. 7. 34. 34 - 1. 2. 3. 4. 5. Call To Action 6. 7. 35. 35 - 1. 2. 3. 4. 5. 6. 7. 36. 36 - 1. 2. 3. 4. 5. 6. 37. 37 38. 38 - 1. 2. 3. 4. 5. 6. 7. 39. 39 - 1. 2. 3. 4. 5. 6. 7. 40. 40 - 1. 2. 3. 4. 5. 6. 7. 41. 41 - 1. 2. 3. 4. 5. 6. 7. 42. 42 - 1. 2. 3. 4. 5. 6. 7. 43. 43 44. 44 - 1. 2. 3. 4. 5. 6. 45. 45 - 1. 2. 3. 4. 5. 6. 46. 46 - 1. 2. 3. 4. 5. 6. 7. 47. 47 - 1. 2. 3. 4. 5. 6. 48. 48 - 1. 2. 3. 4. 5. 6. 7. 49. 49 Section 3. 50. 50 Online Offline 51. 51 24 52. 52 1. 2. 3. 4. 24 5. 6. 7. 8. 53. 53 1. 2. 3. 4. 5. 6. 7. 8. 54. 54 55. 55 (ex. ) (ex. ) () (ex. ) (ex. Memo bookhypo) (ex. ) (ex. ) (ex. ) * 56. 56 1. 2. 3. 4. 5. 6. 57. 57 1. B2B2C(ex. ) 2. B2C2CB2B2C(ex. ) 3. (ex.) 4. (ex. Apple) 58. 58 1. 2. 3. 4. Shop123 5. () 59. 59 () () () + + + 60. 60 Yahoo PC Home MOMO UDN Payeasy ASAP 8 Now Shopping myfone GoHappy TreeMall Yahoo PC home beauty 88 Yahoo i-hergo O-Buy 123 mymy Meeshop i-garden -EC+ -hiWinner 91-APP UrShop Gomaji Groupon iFit 17 Life 123 i-hergo HerBuy 919 momo 61. 61 62. 62 63. 63 64. 64 65. 65 66. 66 67. 67 68. 68 69. 69 70. 70 71. 71 () 1. 2. ATM ATM 3. Web ATM ATM 4. 5. 6. 7. (ex. 8591) 8. Happy Go 72. 72 73. 73 Paynow SmilePay Hinet IEPay PayPal i-garden 74. 74 () 1. 2. 3. () 4. 715 5. 35 6. EMS 2 7. (1)(2)(3) 75. 75 76. 76 SSL Internet 77. 77 1. CRM () 2. WMS 3. 4. 5. 6. 7. 8. 9. YahooGoogleFB 10. EDM 11. Line 12. GAEagle EyeBI Tools 78. 78 1. 2. 3. 4. 5. 6. 7. 8. 9. 79. 79 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 80. 80 81. 81 82. 82 Section 4. 83. 83 84. 84 85. 85 86. 86 87. 87 1. 2. 88. 88 1. 2. 3. 4. 5. 6. 7. 8. 89. 89 90. 90 91. 91 92. 92 93. 93 94. 94 95. 95 1. 2. 3. 4. 5. 6. 96. 96 1 2 3 4 97. 97 98. 98 1 2 3 99. 99 100. 100 101. 101 102. 102 1. 2. 3. 4. 5. 6. 103. 103 1. 2. 3. 4. 5. 6. 7. 104. 104 105. 105 Section 5. 106. 106 - 107. 107 - 108. 108 CTR CR (Traffic) (Conversion Rate) (Communication & Creation) (Landing Page Optimization) (Recommendation) (Click Though Rate) - (Brand Value Proposition) 109. 109 - 110. 110 - 111. 111 - Impressions CTR (Click Though Rate) CR (Conversion Rate) ROI (Return On Investment) + x x 100% 112. 112 (Media) - 113. 113 PPC-Pay Per Click() PPM-Pay Per thousand Impressions() PPS-Pay Per Sale() PPA-Pay Per Action() PPL-Pay Per Lead() - 114. 114 CPA-Cost Per Action() CPS-Cost Per Sale() CPI-Cost Per Install() CPL-Cost Per Leads() - 115. 115 WHO WHY Where When What HOW - 116. 116 Goal How What Why 1. 2. 3. 4. 1. 2. 3. 4. 1. 2. 3. 4. 1. 2. 3. 4. - 117. 117 How to do it - 118. 118 (Marketing Script) 1 2 - 119. 119 (Marketing Path) 1 - 120. 120 - 121. 121 - 122. 122 - 123. 123 10001000 - 124. 124 - 125. 125 Attention Interest Search Action Share EDM Brand Content Paid Content Earned Content Inbound Strategy Content Strategy Optimization Strategy Search Engine Strategy Social Strategy - 126. 126 -Search Engine Marketing -Media Buy -Social Media -Email Marketing -IM Marketing -Message Marketing -Word Of Mouth Marketing Inbound Strategy Attention - 127. 127 Brand ContentPaid ContentEarned Content BFDBelief()Feel()Desire() Content Strategy Interest - 128. 128 (SERPO) Search Engine Strategy Search - 129. 129 -Search Engine Optimization -User Interface Optimization -User Experience Optimization -Social Media Optimization Optimization Strategy Action - 130. 130 Social Strategy Share - 131. 131 -- 132. 132 1. 2. 3. 4. 5. --TA 133. 133 Tips 1. Tips 2. Tips 3. Tips 4. Tips 5. Landing Page Action Traffic Source --Check Point 134. 134 (Media Plan) --Media Plan and Resource 135. 135 Blog GDN GDNGoogle Display Network --Advertising Strategy 136. 136 --Communication Strategy 137. 137 Seven Sins --Engage Point (1) 138. Seven Sins 138 --Engage Point (2) 139. 139 --KPI 140. 140 Plan 1. 2. 3. 4. Do 5. Check 6. Action 7. 8. --Operation monitor plan 141. 141 Section 6. 142. 142 Owned Media Paid MediaEarned Media - 143. 143 Owned Media Paid Media Earned Media - 144. 144 Owned Media Paid Media Earned Media - 145. Owned Media Paid Media Earned Media - 146. 146 - Owned Media 147. 147 - 1. 2. 3. 4. 5. 148. 148 - 1. 2. 3. 4. 149. 149 - 1. 2. 3. 4. 5. 150. 150 - 1. 2. 3. 4. 5. 151. 151 - 1. 2. 3. 4. 5. 152. 152 - 1. 2. 3. 4. 5. 153. 153 - 1. 2. 3. 154. 154 01 02 03 04 - 155. 155 - 156. 156 - 1. 2. 3. 4. 5. 6. 157. 157 - 1. 2. 3. 4. 5. 158. 158 - 159. 159 - 160. 160 - 161. 161 - 162. 162 - http://goo.gl/AnHKtm 163. 163 - 164. 164 - () () () () () () () () () 165. 165 - 166. 166 - 1. 2. 3. 4. 5. 6. 167. 167 - () () () 168. 168 - Fashion () () () () 169. 169 - 280199 ()() () () () () () 170. 170 - 1. 2. 3. 171. 171 - 1. 2. 3. 172. 172 - Step 1. Step 2. Step 3. Step 4. Step 5. ()() Step 6. Step 7. 173. 173 - 1. 2. 3. 4. 5. 174. 174 - 175. 175 - 176. 176 - 177. 177 - www.mydress.com.tw 178. 178 - www.mydress.com.tw 179. 179 - www.lativ.com.tw 180. 180 - 181. 181 - 182. 182 - 183. 183 - 184. 184 - 185. 185 - 186. 186 - 1. 2. 3. 4. 5. 187. 187 - 1. 2. 188. 188 - 189. 189 - 1. 2. 3. 4. 5. () 6. 190. 190 - 191. 191 - 1. 2. 3. 192. 192 - 1. 2. LOGO 3. 4. 5. 193. 193 - LOGO 194. 194 - 195. 195 - LOGO 196. 196 - 1. 2. 3. 4. 5. 6. 197. 197 - 198. 198 - 199. 199 - 200. 200 - 201. 201 - 202. 202 - 1. 2. 3. 203. 203 - 1. 2. 3. 4. 5. 6. 7. 204. 204 - 1. 2. 3. 4. 5. 6. 205. 205 - 1. 2. 3. 4. 5. 6. 206. 206 - 207. 207 - 208. 208 - www.mydress.com.tw 209. 209 - www.mydress.com.tw 210. 210 - www.mydress.com.tw 211. 211 - www.mydress.com.tw 212. 212 - www.mydress.com.tw 213. 213 - www.mydress.com.tw 214. 214 - www.mydress.com.tw 215. 215 - www.mydress.com.tw 216. 216 - www.mydress.com.tw 217. 217 - www.mydress.com.tw 218. 218 - www.mydress.com.tw 219. 219 - www.mydress.com.tw 220. 220 - 221. 221 - www.mydress.com.tw 222. 222 - 223. 223 - www.lativ.com.tw 224. 224 - www.lativ.com.tw 225. 225 - www.lativ.com.tw 226. 226 - 227. 227 - 1. 2. 3. 4. 5. 228. 228 1. 2. 3. 4. 5. APP 6. Line 7. EDM 8. 9. 10. Mail Owned Media 1. 2. GDN() 3. 4. 5. 6. () 7. EDM 8. 9. 10. () Paid Media 1. 2. BBS 3. Facebook 4. Google + 5. Wechat 6. Twitter 7. 8. 9. 10. Line Earned Media - 229. 229 1. 2. 3. 4. 1. 2. 3. 4. 5. - 230. 230 - 231. 231 Section 7. 232. 232 - Desktop Mobile Web Mobile App 233. 233 - Desktop Mobile Web Mobile App APP APP URLAPP APP 234. 234 - 235. 235 - 236. 236 - 237. 237 - 238. 238 1. 2. 3. 4. 5. - 239. 239 - (Customer Insight) 1. 2. 3. 4. 5. 6. 7. 240. 240 - 241. 241 - 1. (index) 2. (Campaign) EDM() () () () 3. (Category) 4. (Detail) 242. 242 - 243. 243 - 244. 244 - FB 245. 245 - ATM / 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 246. 246 - 17 1 2 3 4 5 6 7 247. 247 - 248. 248 - 17 Google Analytics 249. 249 - 250. 250 - 1. () 2. () 3. 4. 5. 6. () 7. () 251. 251 - 1. 2. 3. 4. 5. 252. 252 - 810 1. 2. 3. 4. ATM / 8 9 10 11 12 13 14 15 253. 253 - 254. 254 - / 1. 2. FB 255. 255 - 1. / 2. / 3. 4. (ex. App Store) FB Google Yahoo! / 256. 256 - 257. 257 - 258. 258 UX for the Web Jesse James Garret - 259. 259 - 260. 260 - 261. 261 - 262. 262 - 263. 263 - 264. 264 - 1. 2. 3. 4. 5. 6. 7. 8. 265. 265 - 266. 266 - 267. 267 - 1. 2. 3. 4. 5. 6. 268. 268 - 269. 269 - Landing Page Optimization 270. 270 - 271. 271 - 1. Google Analytics 2. Eye Tracking Software 3. 4. 272. 272 - 1. 2. () 3. 4. 5. 6. 273. 273 - Step 1. Step 2. Step 3. Step 4. Step 5. Step 6. Step 7. Step 8. 274. 274 - 1. 2. 3. 4. 1. 2. 3. 4. 5. 275. 275 - 1. 2. 3. 4. 5. 6. 7. 276. 276 - 277. 277 - A (A) B (B) C (C) A B A A A B 278. 278 - AAB BA CA 279. 279 - Mobile Web Mobile App 280. 280 - 1. CSS DIV 2. 3. 4. 5. 281. 281 - (A) (B) 282. 282 - 283. 283 - 284. 284 - 285. 285 Section 10. 286. 286 1. 2. 3. 4. 5. 287. 287 288. 288 1. 2. 1. 2. 3. 289. 289 290. 290 291. : Thank You [email protected]