跨境电商平台实务

定　　价：52 元

• 作者：娄珺
• 出版时间：2025/8/1
• ISBN：9787121510939
• 出 版 社：电子工业出版社

• 中图法分类：F713.365.1 
• 页码：200
• 版次：01
• 开本：16开

内容简介

《跨境电商平台实务》是一本全面而深入的运营指南，其内容系统地分为基础篇和提升篇两大部分。 基础篇为初学者筑牢根基，详细介绍了跨境电商的主流平台类型，包括出口、进口平台，以及国外本土化平台，并特别提及了独立站的概念与运营方式；阐述了如何入驻常见的主流跨境电商平台，如亚马逊、阿里国际等，指导读者完成从准备资料到注册流程的每一步。此外，基础篇还深入讲解了商品上架的全过程，包括选品、定价、上架流程及产品相关规则。同时，它也提供了关于物流模板、服务模板的制作方法，以及店铺装修的技巧。对于订单处理和收款提现这两个关键环节，本书也做了详尽的解答。 提升篇则为有一定基础的运营者提供了进阶策略。它深入探讨了营销的多重渠道，如展会、站内推广和站外推广，并详细分析了短视频营销和节日营销的优势和实施步骤。同时，本书还介绍了跨境电商平台的规则、常见的纠纷处理方法和法律权益保护。特别是在风险防范方面，它详细讲解了拒付风险和其他风险如通关、物流、汇率、信用等的应对策略。

作者介绍

娄珺，高级讲师，现任杭州市开元商贸职业学校国际商务、跨境电商专业部部长。首届杭州市四星级学科带头人，浙江省第四批浙派名师、杭州市新锐教师培养人选。创立的"智慧树教学法”入选"杭派教学法”，有10余次省/市/校级公开课、4次国家/市级讲座、4本刊物被推广。被评为杭州市第七届中等职业学校教坛新秀、杭州市第九届教科研先进个人、杭州市教育局系统优秀教师、杭州市中小学育人工作先进个人、杭州市第五届黄炎培职业教育杰出教师、第六届杭州教育工匠提名奖。从教20年，曾任教《走进外贸》《进出口贸易实务》《外贸业务流程》《跨境电商基础》《跨境电商平台规则》《跨境电商平台实操》《国际商法》等学科，参与浙江省国际商务专业、跨境电商专业课程改革教材编写，曾担任《跨境电商基础》、《跨境电子商务基础》主编、《短视频制作和运营》副主编、参编《商务礼仪》；曾参与省外贸专业数字资源库建设、省教育科学规划重大课题子课题；参加或指导学生参加全国、省市各级职业技能大赛获奖80余人次共计47项；指导青年教师获奖或晋升10余人。

目 录

基 础 篇
主题一 走进平台 ··········································································································.3
1.1 主流平台 ·········································································································.5
1.1.1 出口平台 ···································································································.5
1.1.2 进口平台 ·································································································.10
1.2 国外本土化平台 ····························································································.11
1.2.1 概念与特征 ······························································································.11
1.2.2 代表性平台介绍 ························································································.13
1.3 独立站 ··········································································································.17
1.3.1 概念与特征 ······························································································.18
1.3.2 运营 ·······································································································.19
1.3.3 代表性平台 Shopify ····················································································.21
主题二 入驻平台 ········································································································.24
2.1 亚马逊平台入驻 ····························································································.26
2.1.1 准备资料 ·································································································.26
2.1.2 注册流程 ·································································································.26
2.1.3 商标要求 ·································································································.30
2.2 阿里巴巴国际站平台入驻 ··············································································.31
2.2.1 准备资料 ·································································································.31
2.2.2 注册流程 ·································································································.32
2.3 跨境电商平台主要交易规则 ···········································································.35
2.3.1 亚马逊相关规则 ························································································.35
2.3.2 阿里巴巴国际站相关规则 ············································································.37
主题三 上架商品 ········································································································.41
3.1 选品和定价 ···································································································.43
3.1.1 选品 ·······································································································.43
3.1.2 选择类目 ·································································································.45
3.1.3 申请品牌授权 ···························································································.47
3.1.4 商品定价 ·································································································.49
3.2 上架流程 ·······································································································.52
3.2.1 产品标题 ·································································································.52
3.2.2 商品图片 ·································································································.54
3.2.3 产品属性 ·································································································.56
3.2.4 价格与库存 ······························································································.57
3.2.5 详细描述 ·································································································.59
3.2.6 包装与物流 ······························································································.60
3.2.7 其他设置 ·································································································.61
3.3 产品相关规则 ································································································.63
3.3.1 基本规则 ·································································································.63
3.3.2 搜索排序规则 ···························································································.64
3.3.3 禁限售规则 ······························································································.67
主题四 模板制作 ········································································································.70
4.1 物流模板 ·······································································································.72
4.1.1 跨境电商物流商的特点 ···············································································.72
4.1.2 平台物流模板的制作 ··················································································.75
4.2 服务模板 ·······································································································.81
4.2.1 全球速卖通的服务模板 ···············································································.81
4.2.2 亚马逊的退货政策 ·····················································································.81
4.2.3 Shopee 的退货政策 ····················································································.82
4.3 店铺装修 ·······································································································.84
4.3.1 进入店铺装修后台 ·····················································································.84
4.3.2 对店铺进行装修 ························································································.84
4.3.3 使用模板装修 ···························································································.85
主题五 订单处理 ········································································································.88
5.1 常规发货 ·······································································································.90
5.1.1 线上发货 ·································································································.91
5.1.2 线下发货 ·································································································.96
5.1.3 线上发货与线下发货的区别 ·········································································.98
5.2 海外仓发货 ··································································································.100
5.2.1 海外仓的定义 ··························································································.100
5.2.2 海外仓的优缺点 ·······················································································.101
5.2.3 海外仓的费用构成 ····················································································.101
5.2.4 海外仓的发货流程 ····················································································.101
主题六 收款提现 ·······································································································.105
6.1 收款规则 ······································································································.107
6.1.1 跨境收款方式 ··························································································.107
6.1.2 平台收款方式 ··························································································.108
6.2 提现方式 ······································································································.111
6.2.1 亚马逊平台 ·····························································································.111
6.2.2 Wish 平台 ·······························································································.112
6.2.3 全球速卖通平台 ·······················································································.113
提 升 篇
主题七 营销 ··············································································································.117
7.1 推广渠道 ······································································································.119
7.1.1 展会 ······································································································.120
7.1.2 站内推广 ································································································.122
7.1.3 站外推广 ································································································.125
7.2 短视频营销 ··································································································.128
7.2.1 优势 ······································································································.129
7.2.2 推广方式 ································································································.129
7.2.3 营销流程 ································································································.132
7.2.4 营销技巧 ································································································.132
7.3 节日营销 ······································································································.134
7.3.1 节日营销日历 ··························································································.134
7.3.2 节日营销技巧 ··························································································.136
7.3.3 优势 ······································································································.138
主题八 程序 ··············································································································.141
8.1 跨境电商平台规则 ························································································.143
8.1.1 全球速卖通平台规则（B2C） ·····································································.144
8.1.2 阿里巴巴国际站平台规则（B2B） ·······························································.150
8.2 常见纠纷与申诉 ···························································································.153
8.2.1 全球速卖通平台常见纠纷案例 ·····································································.153
8.2.2 阿里巴巴国际站常见纠纷案例 ·····································································.155
主题九 法律 ··············································································································.161
9.1 权益保护 ······································································································.163
9.1.1 消费者权利 ·····························································································.163
9.1.2 消费者保护原则 ·······················································································.165
9.1.3 商家权益 ································································································.167
9.2 侵权 ·············································································································.170
9.2.1 知识产权侵权类型 ····················································································.170
9.2.2 知识产权违规处理种类和具体方式 ·······························································.173
9.2.3 跨境电商卖家处理与预防知识产权侵权措施 ···················································.174
主题十 风险 ··············································································································.177
10.1 拒付风险 ····································································································.179
10.1.1 拒付的常见情况 ·····················································································.180
10.1.2 如何有效防范拒付 ··················································································.180
10.1.3 拒付的处理方式 ·····················································································.182
10.2 其他风险 ····································································································.184
10.2.1 通关风险 ······························································································.184
10.2.2 物流风险 ······························································································.185
10.2.3 汇率风险 ······························································································.186
10.2.4 信用风险 ······························································································.187
参考文献 ·····················································································································.190