跨境电子商务双语教程 课件 第3、4章 跨境电商产品发布与管理；跨境电商网络营销与策划

跨境电子商务双语教程BilingualCourseofCross-BorderE-Commerce第二版The2ndEdition3.跨境电商产品发布与管理3.PostingandManagementofCross-borderE-commerceProducts跨境电子商务双语教程BilingualCourseofCross-BorderE-Commerce第二版The2ndEdition目录CONTENTSProductPostingRulesofAliExpressPlatform速卖通平台产品发布规则3.1PuoductPostingRulesofAmazonPlatform亚马逊平台产品发布规则3.2ProductPostingRulesofOtherPlatforms其他平台产品发布规则3.33.跨境电商产品发布与管理3.PostingandManagementofCross-borderE-commerceProductsLeveragingdataanalysisandherteam’sresourceadvantages,shesourcesclothing,footwear,andotherproductsfromofflineprofessionalmarketsorthe1688platform,thensellsthemoverseasviaplatformssuchasAliExpress,Amazon,eBay,andShopee.Toacceleratesales,Xiaoweiplanstodirectlydownloadsimilarproductimagesfromotheronlinestores,makeminoredits,andlisttheproductsonallplatformsasquicklyaspossible.Isthisbehaviorappropriate?Dodifferentplatformshaveidenticalproductlistingrequirements?Lead-inCasePostingandManagementofCross-borderE-commerceProducts3.XiaoWei’sProblem:PostingandManagementofCross-borderE-commerceProducts3.Learningobjectives学习目标Tomastertherequirementsforproductpricing,titles,anddetailpagesondifferentplatforms.Tomastertheimagerequirementsforprimaryandsecondaryproductimagesondifferentplatforms.TomastertheproductlistingrulesofmajorplatformslikeAliExpressandAmazon.TounderstandthecomplaintmechanismsofAliExpressandAmazon.KnowledgeObjectives

知识目标PostingandManagementofCross-borderE-commerceProducts3.Tocomplywithplatformrulesandsourcecompliantproductswithmarketpotential.ToprocessproductimagesasrequiredforCross-borderE-commerceplatforms.TodraftproducttitlesanddetailpagesforAliExpressandAmazonasspecified.Tofileappealsincaseofunjustpenaltiesinaccordancewithplatformguidelines.Learningobjectives学习目标SkillObjectives技能目标PostingandManagementofCross-borderE-commerceProducts3.Tocultivateadiligent,patient,andconscientiousworkethic.TodevelopcomplianceawarenessregardingproductlistingrulesonCross-borderE-commerceplatforms.Tocultivatelastinginterestinlearningnewknowledgeandskillsandtheabilitytoadapt.Learningobjectives学习目标Toupholdprofessionalethicsofdedication,integrity,customerfocus,andfairness.QualityObjectives素质目标

3.1ProductPostingRulesofAliExpressPlatform速卖通平台产品发布规则PricingStrategy,TitleandPageofDetailsforProductsonAliExpressPlatform3.1.1PhotoProcessingforProductsonAliExpressPlatform3.1.2PenaltiesforViolationsofShopsonAliExpressPlatform3.1.3MechanismofAppealingforShopsonAliExpressPlatform3.1.41．ProductpricingstrategyAliExpresssellersshouldconductonlineandofflineresearchonsimilarproducts,analyzingthepricingofcompetitorsandhomogeneousitemstoinformtheirownpricingstrategyWhenthesellersetsthepricefortheproduct,heorsheneedstoconsiderfactorssuchasthepurchaseprice,domesticfreight,internationalfreight,customsdeclarationfee,profit,platformcommission,marketingactivitydiscount,unioncommissionwithdrawalhandlingfee,overseaswarehousecost,etc.3.1.1PricingStrategy,TitleandPageofDetailsforProductsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1ProductpriceProductsellingprice=Cost/ExchangeRate×(1+CostProfitMargin)/(1-TotalPromotionFeeRate)=(ProcurementCost+DomesticShipping+InternationalShipping+CustomsFees)/ExchangeRate×(1+CostProfitMargin)/(1-PlatformFeeRate)/(1-PromotionDiscountRate)=[ProcurementCost+DomesticShipping+(Weight×ShippingRate×Discount)+CustomsFees]/USDBuyingRate×(1+CostProfitMargin)/(1-PlatformFeeRate)/(1-PromotionDiscountRate)2．ProducttitleProducttitleisacriticalchanneltoattractbuyerstoviewproductdetailpagesandstores.Thetitleismainlycomposedofcorewords,attributewordsandwordstoattractflows.3．DetailpageDetailpageserveasakeychannelforsellerstohighlightproductfeatures.Thefirstimageonthedetailpageshouldbethestore’sbrandlogoorproductposter,followedbyrelatedproductimagesorpromotionalbanners.3.1.1PricingStrategy,TitleandPageofDetailsforProductsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1Thefirstprimaryimageispivotalforattractingcustomerstosearch,browse,andclickthroughtoproductdetailpages,servingasacriticaltrafficentrypoint.First,timagesmustbeconciseandsharp,withtheproductasthefocalpoint.Second,optimizeimagefilesizes.3.1.2PhotoProcessingforProductsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1Source:

Tosafeguardthelegitimaterightsandinterestsofconsumers,merchants,orAliExpress,theplatformcategorizesviolationsintofourpoint-basedsystemsaccordingtotheirnature:IntellectualPropertyProhibited/RestrictedSalesViolations,TransactionViolations,ProductInformationQualityViolations,andSeriousIntellectualPropertyViolations.Deductions,accumulations,andpenaltiesareadministeredseparatelyforthesefoursystems.3.1.3PenaltiesforViolationsofShopsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1Source:

WhenastoreispenalizedbytheAliExpressplatformforallegedviolationsbutnoactualviolationsoccurred,thestoremayappealtotheplatform.ThemostcriticalelementintheAliExpressappealprocessisevidence,specificallydocumentationprovingthestoredidnotviolateregulations.Generally,within3workingdays,thestoremustsendfullycompletedappealmaterialstoadesignatedemailaddressorfilloutanduploadsupportingdocumentsasspecifiedintheappeallink.Thestoremustensuretheaccuracyofallsubmittedmaterialsandevidence.Eachappealcorrespondstoonepenalty.1．UnauthorizedImageUseAppeal2．AccountClosureAppeal

3．StoreAssociationAppeal3.1.4MechanismofAppealingforShopsonAliExpressPlatformProductPostingRulesofAliExpressPlatform3.1

3.2PuoductPostingRulesofAmazonPlatform亚马逊平台产品发布规则Titleand“FiveBulletinPoints”ofProductsonAmazonPlatform3.2.1ImageProcessingofProductsonAmazonPlatform3.2.2PunishmentforShopViolationsonAmazonPlatform3.2.3WritinganAppealEmailonAmazonPlatform3.2.43.2.1Titleand“FiveBulletinPoints”ofProductsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.21．RequirementsofproducttitleAmazonproducttitlesincludethefollowingelements:Brand+Model+Keywords+ApplicationScope+ProductFeatures.2．FivebulletinpointsBulletpointsmayincludespecifications,packaging,functions,features,uses,advantages,materials,appearance,design,additionalfeatures,usageguidelines,andafter-salesguarantees.3.2.2ImageProcessingofProductsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.21．Primaryimagerequirements.(1)PixelrequirementsThelongestsidemustbeatleast1,000pixels.Theshortestside(widthorheight)ofthepicturemustnotbelessthan500pixels.(2)FormatrequirementsSupportedformats:JPEG,TIFF,GIF.JPEGisrecommendedduetofasteruploadspeeds.(3)BackgroundcolorrequirementsThebackgroundmustbepurewhite(RGB:R=255,G=255,B=255).(4)AdditionalrequirementsPrimaryimagesmustbeactualproductphotographs,notillustrations,hand-drawnimages,orcartoons.

3.2.2ImageProcessingofProductsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.22．Secondaryimagerequirements.

Secondaryimagesarerecommendedtomatchtheprimaryimage’sdimensionsforvisualcoherence.Theycanshowcasedetails,alternateangles,orstylingcontextstosupplementfeaturesnothighlightedintheprimaryimage.Sellersmayuploadupto8secondaryimagestoAmazonproductlistings.3.2.3PunishmentforShopViolationsonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.2

ThepolicyrequiressellerstoupholdfairandhonestpracticesonAmazontoensureasafebuyingandsellingexperience.Allsellersmustcomplywiththefollowingguidelines:

①AlwaysprovideaccurateinformationtoAmazonanditsbuyers.②ActfairlyandrefrainfromabusingAmazon’sfeaturesorservices.③Donotattempttoharmothersellersortheirproducts/ratings,orengageinabusivebehavior.④Donotattempttoinfluencebuyerratings,feedback,andreviews.⑤Donotsendunsolicitedorinappropriatecommunications.⑥Onlycontactbuyersthroughthe(MessageService).⑦DonotattempttocircumventAmazon’ssalesprocesses.⑧DonotoperatemultipleselleraccountsonAmazonwithoutlegitimatebusinessneeds..3.2.4WritingE-mailofComplaintonAmazonPlatformRulesofLaunchingProductsonAmazonPlatform3.2IfanAmazonsellerdeterminestheyhavenotviolatedanypoliciesafterreviewingtheirstoreoperations,theymayfileaviolationappealviaemail:(1)Analyzethereasonbasedontheemailcontent.(2)Problem-resolutionmeasures.(3)Futurepreventionstrategies..

3.3ProductPostingRulesofOtherPlatforms其他平台产品发布规则ProductPostingRulesofeBayPlatform3.3.1ProductPostingRulesofShopeePlatform3.3.23.3.1ProductReleaseRulesofeBayPlatformProductReleaseRulesofOtherPlatforms3.3OneBay,productlistingsshouldcomprisethreecomponents:ProductDetails,SalesDetails,andShippingDetails.

1.ProductDetails

ProductDetailsincludethetitle,attributes,images,anddetaileddescriptions..2.SalesDetails

SalesDetailscoverthesellingformat,listingduration,price,quantityavailable,andpaymentmethods.3.ShippingdetailsShippingDetailsinvolvefreightinformationforthetargetmarket.

3.3.2ProductReleaseRulesofShopeePlatformProductReleaseRulesofOtherPlatforms3.3(1)Logintothesellerbackendandclickthe"ProductManagement"optioninthelefttaskbartoaccess"ProductManagement"page.(2)Clickthe"ListProduct"buttontonavigatetothe"ProductCategorySelection"page.(3)SearchforacategoryorselectaspecificcategoryfromtheChooseCategorydropdownmenu,thenclickthe"Next"buttontoproceedtotheproductinformationeditingpage.(4)Fillintherelevantproductinformation.Fieldsmarkedwitharemandatory.(5)Afterallproductinformationisfullyfilledoutandverified,clickthe"SaveandList"buttontocompleteproductupload.Productinformationcanbeupdatedlaterbasedonchangesinproductdetails,prices,etc.

谢谢观看跨境电子商务双语教程BilingualCourseofCross-borderE-commerce第二版The2ndEdition跨境电子商务双语教程BilingualCourseofCross-BorderE-Commerce第二版The2ndEdition4.跨境电商网络营销与策划4.OnlineMarketingandPlanningofCross-borderE-commerce跨境电子商务双语教程BilingualCourseofCross-borderE-commerce第二版The2ndEdition目录CONTENTSOverviewofCross-borderE-commerceOnlineMarketing跨境电商网络营销概述4.1Off-SiteMarketingandPromotionofCross-borderE-commerce跨境电商站外营销推广4.2On-SiteMarketingandPromotionofCross-borderE-commerce跨境电商站内营销与推广4.34.跨境电商网络营销与策划4.OnlineMarketingandPlanningofCross-borderE-commerceShenoticedminimalorders,alongwithmodestexposurerateandtraffic.Thenumberorderoftherunningstoreisverysmall;Shehadnopriorknowledgeofthisfield.Lead-inCaseOnlineMarketingandPlanningofCross-borderE-commerce

4.XiaoWei’sProblem:OnlineMarketingandPlanningofCross-borderE-commerce

4.Learningobjectives学习目标KnowledgeObjectives

知识目标Tomastermacroandmicro-environmentanalysismethods,theircomponents,andcharacteristics.Tomasterthedistinctionsbetweentraditionalmarketingandonlinemarketing.TomasterCross-borderE-commerceproductpricingstrategies.Tomastertheconcepts,characteristics,andtechniquesofsearchenginemarketing(SEM),socialmediamarketing(SMM),shortvideomarketing,andlive-streamingmarketing.TomasterpromotionaltoolsforstoresandcampaignsontheAliExpressplatform.Tounderstandtheconceptsandstrategiesofproductselectionandpositioningininternationaltargetmarkets.Tounderstandthefourstagesofinternationalmarketingstrategy.OnlineMarketingandPlanningofCross-borderE-commerce

4.Learningobjectives学习目标SkillObjectives技能目标TobeabletousethePESTmethodtoanalyzemacroenvironmentsandindustrydevelopment.Tobeabletoanalyzecomponentsofthemicroenvironment.TobeabletopriceproductsaccordingtoCross-borderE-commercepricingstrategies.Tobeabletoconductin-platformpromotionsforAliExpressstoresandproducts.Tobeabletoinitiallyleveragesocialmedia,searchengines,shortvideos,andlivestreamingtodriveoff-platformtraffic.QualityObjectives素质目标OnlineMarketingandPlanningofCross-borderE-commerce

4.Learningobjectives学习目标ToactivelyimplementnationalforeignpoliciesandpromotChina’ssmartmanufacturingproductstointernationalmarkets.Tobeabletoreasonablyusetoolssuchastranslationandvideoeditingtoassistinwork.Topossesscertaininnovationandlearningabilities,andbeskilledatidentifyingandsolvingproblems.Tohavegoodleadershipqualities,includingcommunication,coordination,decision-making,analysis,judgment,andmotivatiocapabilities.Tocomplywithforeigntradelawsandregulationsanddemonstrateaspiritofself-discipline.Toendurehardshipsandworkunderpressure.

4.1OverviewofCross-borderE-commerceOnlineMarketing跨境电商网络营销概述InternationalMarketDevelopment4.1.1SelectionandPositioningofInternationalTargetMarket4.1.2StepsofMakingInternationalMarketingStrategy4.1.3PricingStrategyofCross-borderE-commerceProduct4.1.4Cross-borderE-commerceonlinemarketingisamodernmarketingmethodologyrootedintheinternationalinternet,leveragingdigitalinformationandtheinteractivityofonlinemediatofacilitatetheachievementofCross-borderE-commercemarketingobjectives.OverviewofCross-borderE-commerceOnlineMarketing4.1ConceptofCross-borderE-commerceOnlineMarketing4.1.1InternationalMarketDevelopmentOverviewofCross-borderE-commerceOnlineMarketing4.1Forenterprisesseekingtoexpandintointernationalmarkets,analyzingtheexternalmarketingenvironmentisthereforethefoundationalstep.!!!ExternalEnvironmentMarco

Political

EconomicSocial-CulturalTechnologicalMircoSupplyChainCompetitorsPartnersCustomersThepublicstakeholders4.1.1InternationalMarketDevelopmentOverviewofCross-borderE-commerceOnlineMarketing4.1PEST

AnalysisConcept:PESTanalysisservesasacoreframeworkforanalyzingafirm’sexternalmacroenvironment.

PoliticalstabilitytradepolicieslegalsystemsinternationaltreatiesintargetmarketsPoliticalExchangeratevolatilityConsumerpurchasingpowerEconomicLanguageSocialhierarchiesReligiousbeliefCulturalvaluesCustomsSocial-CulturalOverallleveloftechnologicaldevelopmentEmergingtrendsBreakthroughsTechnical4.1.1InternationalMarketDevelopmentOverviewofCross-borderE-commerceOnlineMarketing4.1CompetitorsBrandcompetitorsFormcompetitorsCategorycompetitorsGenericcompetitorsCustomersCustomersrefertoconsumersandproducerswhoutilizeendproductsorservicesintheconsumptionchain,representingtheultimatetargetmarketformarketingefforts.Marketing

intermediariesTheorganizationsthatfacilitateproductpromotion,sales,anddistribution.

SuppliersSuppliersareenterprisesorindividualsthatfurnishresourcestoCross-borderE-commercebusinesses.ThepublicApublicconstitutesanygroupthatexertsarealorpotentialinfluenceonanorganization’scapacitytoachieveitsobjectives.Memberanalysisofmicroenvironment4.1.2SelectionandPositioningofInternationalTargetMarketOverviewofCross-borderE-commerceOnlineMarketing4.1Marketingstrategiesofinternationaltargetmarketrefertothreestepsofimplementinginternationalmarketingeffectively,whichareinternationalmarketsegmentation,selectionofinternationalmarketandpositioningofinternationaltargetmarket.InternationalMarketSegmentationSelectionofInternationalMarketPositioningofInternationalTargetMarket4.1.2SelectionandPositioningofInternationalTargetMarketOverviewofCross-borderE-commerceOnlineMarketing4.1Internationalmarketsegmentationreferstothattheprocessofdividingtheoverallmarketintodistinctsubmarketsbasedonnoticeablevariationsincustomerneeds,purchasingbehaviors,andhabits.4.1.2SelectionandPositioningofInternationalTargetMarketOverviewofCross-borderE-commerceOnlineMarketing4.1Internationaltargetmarketselectionreferstotheprocessbywhichenterprises,basedonmarketsegmentation,selectoneormoremarketsegmentsastheirservicetargetsaccordingtotheirmission,objectives,andresourcecapabilities.Strategiesforinternationaltargetmarketselectionincludethefollowingthreetypes：①Undifferentiatedtargetmarketstrategy.②Differentiatedtargetmarketstrategy.③Concentratedtargetmarketstrategy.4.1.2SelectionandPositioningofInternationalTargetMarketOverviewofCross-borderE-commerceOnlineMarketing4.1Internationaltargetmarketpositioning,alsoknownasproductpositioning,referstodefiningafavorablecompetitivepositionforanenterprise’sproductsinthetargetmarketbasedonmarketcompetitionandtheenterprise’scapabilities.CompetitivepositioningstrategyPremiumclubpositioningstrategyAvoidancepositioningstrategyRepositioningstrategy

4.1.3StepsofMakingInternationalMarketingStrategyOverviewofCross-borderE-commerceOnlineMarketing4.1AnalyzethemarketenvironmentDeterminemarketingobjectivesFormulatingmarketingstrategiesPreparingmarketingplans4.1.4PricingStrategyofCross-borderE-commerceProductOverviewofCross-borderE-commerceOnlineMarketing4.11.NewproductpricingstrategySkimmingpricingstrategySettingtheproductpriceatahigherlevelattheinitialstageoftheproductlifecycle,soastorecovertheinvestmentassoonaspossibleandobtainconsiderableprofitsbeforecompetitorsdevelopsimilarproducts.PenetrationpricingstrategySettingtheproductpriceatarelativelylowpricesoastoattractalargenumberofcustomersandquicklyopenthemarket,soastoobtainarelativelyhighmarketshareintheshortterm.

Satisfactionpricingstrategy

Itspriceislowerthanskimmingprice,buthigherthanpenetrationprice.Itisamiddleprice.2.PsychologicalpricingstrategyMantissapricingstrategySrettingthemantissaofpoductpriceas8.9,whichissuitablefordailynecessitiesorlow-endproducts,sothatconsumersfeelcheappsychologicallyandthepriceiscalculatedaccurately.ReputationpricingstrategySettingahigherpriceforproductsthatenjoyprestigeinconsumers’minds,suchasperfume,jewelry,antiques,etc.ofhigh-endbrands.4.1.4PricingStrategyofCross-borderE-commerceProductOverviewofCross-borderE-commerceOnlineMarketing4.13.DiscountpricingstrategyItmeansthatinordertoencouragecustomerstopayforgoodsassoonaspossible,tobuyinlargequantities,tobuyinoff-seasonsoon,enterprisescanreducethepriceofgoodsattheirdiscretion.Themaintypesofdiscountpricesinclude:cash

discount,quantitydiscount,functiondiscountand

seasonaldiscount,etc.4.ProductportfoliopricingstrategyItisaneconomicstrategytodealwiththepricerelationshipbetweenvariousproductsoftheenterprise.Thecoreideaofthestrategyistoseekthemaximumprofitofthewholeproductportfolio.Itincludesseriespricingstrategy,complementaryproductpricingstrategy(contactlensandcaresolution)andwholesetproductpricingstrategy

(suchastoolboxandcosmeticset).5.GeographicpricingstrategyItisakindofstrategytosetdifferentpricesaccordingtothegeographicallocationofgoods.Itincludesunifieddeliverypricing,partitionpricing,basepointpricing,allowancefreightpricing

andsoon,suchastheFOB,CIF,CFRandotherpricetermsininternationaltrade.

4.2Off-SiteMarketingandPromotionofCross-borderE-commerce跨境电商站外营销推广SocialMediaMarketing4.2.1SearchEngineMarketing4.2.2ShortVideoMarketing4.2.3LiveBroadcastMarketing4.2.44.2.1SocialMediaMarketingOff-SiteMarketingandPromotionofCross-borderE-commerce4.2ConceptofSocialMediaMarketingSocialmediaisabroadterm.Socialinteractionreferstoengagingwithothersbysharingandreceivinginformation.TheNumberofMonthlyActiveUsersontheSocialMediaPlatformin20232023Source:bankmycell4.2.1SocialMediaMarketingOff-SiteMarketingandPromotionofCross-borderE-commerce4.2Characteristicsofsocialmediamarketing1.Precisemarketingfortargetusers2.Significantreductioninmarketingcosts.4.2.1SocialMediaMarketingOff-SiteMarketingandPromotionofCross-borderE-commerce4.2ClassificationofsocialmediaSocialsharingplatforms02SocialNetworking0103Blog&forum04Socialnewssites4.2.2SearchEngineMarketingOff-SiteMarketingandPromotionofCross-borderE-commerce4.21．TheconceptofsearchenginemarketingSearchenginemarketing(SEM)referstoonlinemarketingactivitiesbasedonsearchengineplatforms.Itleveragesusers’relianceonandusagepatternsofsearchenginestodelivertargetedinformationwhentheyretrievecontent.ThecoreprincipleofSEMistoenableuserstodiscoverinformationandclickthroughtowebpagesfordetailedcontent.MajorglobalsearchenginesincludeGoogle,Bing,Yahoo,Baidu,Yandex.ThecharacteristicsofsearchenginemarketingInherentdependenceonenterprisewebsites.User-centricapproach.Precisetargetingcapabilities.Focusontrafficgeneration.4.2.2SearchEngineMarketingOff-SiteMarketingandPromotionofCross-borderE-commerce4.2SearchEngineOptimization(SEO)andPaidPromotionSEOoptimizesawebsite’snaturalsearchrankingsbyaligningwithsearchenginealgorithms,therebydrivingorganictraffic.including:①websitestructureoptimization;②keywordrefinement;③metatagoptimization;④contentenhancement;⑤linkbuilding.Paidpromotionmethods,whenlayeredonSEO,amplifySEMeffectiveness.Globalmainstreampaidstrategiesinclude:①directorysubmission;②pay-per-click(PPC)bidding;③fixed-positionadvertising;④keyword-targetedcampaigns.CrossBorderE-commerceOperationSEOPaidPromotion4.2.3ShortVideoMarketingOff-SiteMarketingandPromotionofCross-borderE-commerce4.21．TheconceptofshortvideomarketingShortvideomarketinginvolvesusingbriefvideoclips,primarilydistributedviatheinternet,forpromotionalpurposes.Asamodernalternativetotraditionallong-formvideos,shortvideostypicallyrangefromsecondstominutesinlength,designedforonthe-goviewingonmobiledevicesduringfragmentedtimeperiods.Theycomplementexistingsocialmediacontent(textandimages),whilehigh-qualityshortvideoscanleveragesocialchannelstoachieve"viral"spread.

2．ThecharacteristicsofshortvideomarketingMobile-centricdistributionFragmentedviewingSocialsharingwithrapidimpactVS4.2.3ShortVideoMarketingOff-SiteMarketingandPromotionofCross-borderE-commerce4.2Strategiesforshortvideomarketing1.Influencerintegrationmarketing2.Emotionalresonance-drivenmarketing3.Immersivescenariomarketing4.2.4LiveStreamingMarketingOff-SiteMarketingandPromotionofCross-borderE-commerce4.21．Conceptoflivestreamingmarketing.Livestreamingmarketingreferstoamarketingapproachwhereactivitiesarehostedonlivestreamingplatforms,withcontentproducedandbroadcastinrealtimealongsideeventdevelopment,aimingtoenhancebrandequityordrivesalesgrowth.CharacteristicsoflivestreamingmarketingScenario-drivenimmersion.Highinteractivity.Real-timeexclusivity.

4.3On-SiteMarketingandPromotionofCross-borderE-commerce跨境电商站内营销与推广KeywordSearch4.3.1HolidayActivities4.3.2DailyPromotionalActivities4.3.3PlatformCommunitySharing4.3.44.3.1KeywordSearchOn-SiteMarketingandPromotionofCross-borderE-commerce4.3ConceptofkeywordsToquicklyfinddesiredproductsonCross-borderE-commerceplatforms,customersusefamiliardescriptiveterms—suchasBrand+Attribute+ProductName(×××AirPurifier).Thesehabitualdescriptionsincludebrand,model,style,color,purpose,material,size,promotions,region,trendingelements,usagescenarios,andproductname.Collectively,thesedescriptorsortheircombinationsaretermedkeywords.Poorkeywordselectionleadstolowtraffic—akintoshootinganarrowwithoutatarget,renderingeffortsineffective.Sourc