海外社会化媒体营销（第2版） / “跨境电商B2B数据运营”1+X职业技能等级证书配套教材
定价：￥50.00
作者： 冯笑
出版时间：2026-02
出版社：电子工业出版社
“十四五”职业教育国家规划教材
- 电子工业出版社
- 9787121510731
- 1-2
- 16开
- 2026-02
- 346
- 财经商贸大类
- 经济管理类
- 高职
内容简介
本书定位于海外社会化媒体营销的入门读物，基于跨境电商营销人员的工作技能需要，以“跨境电商B2B 数据运营”职业技能等级标准（中级）为依据，用理实一体化的教学理念组织编写。本书共分10 章：第一章概论，简单介绍了社会化媒体营销的基本概念和背景知识；第二章给出了海外社会化媒体营销的基本范式；之后8 章分别介绍了对跨境电商最有价值的7 种社会化媒体，包括Facebook（含基础营销和付费营销），YouTube，Instagram，LinkedIn，Twitter，Reddit，WhatsApp，每种社会化媒体均按第二章给出的基本范式，讨论了其内容、受众和渠道特性，重点介绍了免费的内容营销和付费推广的技能点，通过案例和实操步骤，可以有效帮助读者踏上海外社会化媒体营销的实践之路。
目录
第一章 概论···················································································································· 1
第一节 海外社会化媒体的发展历程·················································································· 4
第二节 社会化媒体营销的理论基础·················································································· 9
第三节 主流社会化媒体平台及其对跨境电商的价值··························································· 12
本章总结···················································································································· 16
本章习题···················································································································· 16
第二章 海外社会化媒体营销的基本范式········································································ 18
第一节 受众·············································································································· 19
第二节 内容·············································································································· 24
第三节 渠道·············································································································· 25
第四节 基本范式解析及其应用······················································································ 29
本章总结···················································································································· 31
本章习题···················································································································· 31
第三章 Facebook 营销·································································································· 32
第一节 Facebook 公共主页创建····················································································· 33
第二节 Facebook 内容营销··························································································· 37
第三节 Facebook 付费广告··························································································· 41
本章总结···················································································································· 49
本章习题···················································································································· 50
第四章 YouTube 营销··································································································· 51
第一节 YouTube 概述·································································································· 52
第二节 YouTube 基础操作···························································································· 58
第三节 与拍客合作推广······························································································· 66
第四节 YouTube 营销数据分析与优化············································································· 73
本章总结···················································································································· 82
本章习题···················································································································· 82
第五章 TikTok 营销······································································································· 83
第一节 TikTok 概述···································································································· 84
第二节 TikTok 短视频运营··························································································· 87
第三节 直播与达人营销······························································································· 95
第四节 TikTok 广告投放····························································································· 100
本章总结··················································································································· 107
本章习题··················································································································· 107
第六章 Instagram
第一节 海外社会化媒体的发展历程·················································································· 4
第二节 社会化媒体营销的理论基础·················································································· 9
第三节 主流社会化媒体平台及其对跨境电商的价值··························································· 12
本章总结···················································································································· 16
本章习题···················································································································· 16
第二章 海外社会化媒体营销的基本范式········································································ 18
第一节 受众·············································································································· 19
第二节 内容·············································································································· 24
第三节 渠道·············································································································· 25
第四节 基本范式解析及其应用······················································································ 29
本章总结···················································································································· 31
本章习题···················································································································· 31
第三章 Facebook 营销·································································································· 32
第一节 Facebook 公共主页创建····················································································· 33
第二节 Facebook 内容营销··························································································· 37
第三节 Facebook 付费广告··························································································· 41
本章总结···················································································································· 49
本章习题···················································································································· 50
第四章 YouTube 营销··································································································· 51
第一节 YouTube 概述·································································································· 52
第二节 YouTube 基础操作···························································································· 58
第三节 与拍客合作推广······························································································· 66
第四节 YouTube 营销数据分析与优化············································································· 73
本章总结···················································································································· 82
本章习题···················································································································· 82
第五章 TikTok 营销······································································································· 83
第一节 TikTok 概述···································································································· 84
第二节 TikTok 短视频运营··························································································· 87
第三节 直播与达人营销······························································································· 95
第四节 TikTok 广告投放····························································································· 100
本章总结··················································································································· 107
本章习题··················································································································· 107
第六章 Instagram
