淘宝网店/微店全攻略 开店+装修+拍摄+推广+客服

图书目录:

第 1章 网上开店的准备

1.1 认识网上开店.............................10

1.1.1 网上开店条件.................................10

1.1.2 网上开店优势.................................11

1.1.3 网店经营模式.................................11

1.1.4 网店平台........................................12

1.1.5 网上开店流程.................................14

1.2 网店货源选择.............................15

1.2.1 选择**佳货源.................................15

1.2.2 多种进货渠道.................................16

1.2.3 网店进货技巧.................................16

1.3 注册淘宝会员.............................18

1.3.1 注册淘宝账户.................................18

1.3.2 激活淘宝会员.................................19

1.3.3 设置个人信息.................................20

1.4 支付宝与余额宝...........................23

1.4.1 支付宝认证....................................23

1.4.2 充值、转账与提现..........................26

第 2章 进军淘宝市场

2.1 淘宝免费开店.............................32

2.2 店铺基本设置.............................33

2.2.1 卖家中心........................................33

2.2.2 设置店铺名称.................................35

2.2.3 设置店标........................................35

2.2.4 设置域名........................................36

2.2.5 其他基本信息设置 .........................38

2.3 发布宝贝...................................39

2.3.1“一口价”发布...............................39

2.3.2 “二手”与“个人闲置”发布.........40

2.3.3 “拍卖”发布.................................42

2.4 填写宝贝信息.............................43

2.4.1 设置商品颜色.................................43

2.4.2 设置尺码........................................44

2.4.3 运费设置........................................48

2.4.4 设置主图视频.................................51

2.4.5 利用“宝贝模板”发布商品............53

2.5 特种经营许可证...........................54

2.6 缴纳消保保证金...........................55

2.6.1 保证金金额计算...........................55

2.6.2 解冻保证金...................................56

第3章 完成第 一笔订单

3.1 千牛卖家工作台...........................58

3.1.1 下载与安装千牛..............................58

3.1.2 工作台模式与旺旺模式...................59

3.2 千牛常用设置.............................61

3.2.1 好友与分组....................................61

3.2.2 常用设置........................................63

3.2.3 团队管理........................................72

3.2.4 智能机器人设置..............................74

3.3 第 一次交易流程...........................80

3.3.1 宝贝被拍下，与买家沟通................80

3.3.2 修改成交价格.................................82

3.3.3 促成付款，完成订单.......................83

3.3.4 买家付款后及时发货.......................83

3.3.5 手动或自动评价订单.......................85

第4章 宝贝图的拍摄与美化

4.1 购买合适的相机与辅助器材............88

4.1.1 相机需具备的基本功能...................88

4.1.2 拍摄所需的辅助器材.......................89

4.2 宝贝拍摄的要求与技巧..................90

4.2.1 商品拍摄的特点与要求...................90

4.2.2 宝贝分类拍摄技巧..........................91

4.3 使用Photoshop处理宝贝图...........93

4.3.1 抠图去背景....................................93

4.3.2 图像的裁剪..................................104

4.3.3 图像的组合..................................105

4.3.4 处理亮度不够的照片.....................106

4.3.5 调整色彩暗淡的照片.....................109

4.3.6 校正偏色照片...............................111

4.3.7 处理照片的污点............................114

4.4 使用美图秀秀处理宝贝图.............117

4.4.1 调整尺寸......................................117

4.4.2 虚化背景......................................118

4.4.3 脸部马赛克..................................119

第5章 淘宝视频的拍摄与剪辑

5.1 视频拍摄基础知识......................122

5.1.1 视频基本术语...............................122

5.1.2 拍摄流程......................................123

5.1.3 设置相机菜单...............................123

5.2 视频拍摄操作...........................124

5.2.1 选择风格......................................124

5.2.2 设置白平衡..................................124

5.2.3 光圈、景深与曝光........................126

5.2.4 ISO（感光度）控制.....................128

5.2.5 焦距控制......................................128

5.2.6 镜头的运动..................................129

5.3 视频拍摄技巧...........................130

5.3.1 光线的运用..................................130

5.3.2 摄影构图......................................132

5.3.3 景别与角度..................................133

5.4 视频剪辑.................................134

5.4.1 认识会声会影的工作界面.............134

5.4.2 会声会影基本操作........................137

5.4.3 视频分割与组合............................141

5.4.4 为视频添加转场与特效.................142

5.4.5 覆叠混合与运动............................145

5.4.6 添加字幕与配音............................156

5.4.7 视频输出......................................160

5.4.8 模块快速制作影片........................162

5.5 视频的应用..............................167

5.5.1 首页视频的应用............................167

5.5.2 详情页视频的应用........................169

第6章 淘宝店铺装修

6.1 淘宝旺铺.................................171

6.1.1 旺铺种类......................................171

6.1.2 免费使用旺铺专业版.....................171

6.2 淘宝图片空间的使用...................173

6.2.1 图片的上传与查看........................173

6.2.2 图片管理......................................175

6.2.3 为图片批量添加水印.....................178

6.3 店铺基础装修...........................180

6.3.1 系统模板......................................180

6.3.2 配色风格......................................181

6.3.3 布局管理......................................182

6.3.4 新建页面......................................184

6.3.5 宝贝分类管理...............................185

6.4 店铺首页装修...........................186

6.4.1 页面背景装修...............................186

6.4.2 导航设置......................................190

6.4.3 店招装修......................................194

6.4.4 全屏海报......................................199

6.4.5 宝贝横向分类...............................200

6.4.6 店铺页尾......................................201

6.5 详情页装修..............................202

6.5.1 详情页装修区域............................202

6.5.2 猜你喜欢......................................203

6.5.3 淘宝神笔——详情描述装修..........204

6.5.4 详情页快速直达导航.....................205

6.6 手机店铺装修...........................207

6.6.1 手机店铺首页...............................207

6.6.2 手机店铺详情页............................214

6.6.3 自定义菜单..................................215

第7章 淘宝动态页面装修

7.1 淘宝动态页面基础......................218

7.1.1 淘宝源代码装修..........................218

7.1.2 切片与代码.................................218

7.2 Dreamweaver基本操作............222

7.2.1 文字与图片的插入......................222

7.2.2 设置热点与链接..........................224

7.2.3 表格的嵌套.................................226

7.2.4 CSS样式...................................228

7.3 Div标签..................................230

7.3.1 认识Div标签...............................231

7.3.2 盒子模型....................................233

7.3.3 颜色与图片背景..........................235

7.4 布局与定位..............................237

7.4.1 浮动布局....................................237

7.4.2 嵌套布局....................................241

7.4.3 相对定位....................................242

7.4.4 定位....................................242

7.4.5 突破950宽度..............................244

7.5 CSS实现店铺动态效果...............247

7.5.1 鼠标响应事件.............................247

7.5.2 动画的过渡.................................250

7.5.3 平移、旋转与缩放......................252

7.6 调用淘宝widget特效..................254

7.6.1 标签页、卡盘与旋转木马............255

7.6.2 手风琴........................................258

7.6.3 弹出层........................................260

第8章 获取淘宝常见链接代码

8.1 链接的获取..............................266

8.1.1 宝贝链接......................................266

8.1.2 图片链接......................................266

8.1.3“关注”代码.................................267

8.1.4“收藏”链接.................................269

8.1.5“购物车”链接.............................270

8.1.6“分享”链接.................................271

8.1.7“评论”链接.................................271

8.1.8“喜欢”链接.................................273

8.1.9 客服“旺旺”链接........................273

8.2 ID的获取................................274

8.2.1 店铺ID的获取...............................274

8.2.2 商品ID的获取...............................274

第9章 网店管理与经营

9.1 淘宝助理.................................276

9.1.1 下载与安装..................................276

9.1.2 上传宝贝......................................276

9.1.3 批量设置上架时间........................281

9.1.4 转移宝贝信息...............................281

9.1.5 批量交易管理...............................283

9.1.6 打印模板......................................283

9.2 淘宝贷款与进货管理...................284

9.2.1 淘宝贷款......................................284

9.2.2 货源中心......................................286

9.3 淘宝搜索优化...........................288

9.3.1 影响宝贝综合排名的主要因素.......288

9.3.2 橱窗推荐宝贝...............................290

9.3.3 设置公益宝贝...............................292

9.4 宝贝标题优化...........................294

9.4.1 获取关键词..................................294

9.4.2 标题诊断与优化............................297

9.5 店铺优化.................................298

9.5.1 店铺优化体检...............................298

9.5.2 心选推荐......................................299

9.5.3 店铺名优化..................................304

9.5.4 客服掌柜命名...............................305

9.5.5 建立友情链接...............................305

9.5.6 店铺二维码..................................306

9.5.7 淘字号.........................................307

9.5.8 账房.............................................308

9.6 商品优化................................. 309

9.6.1 优化宝贝描述...............................309

9.6.2 宝贝体检中心与自检工具..............312

9.6.3 商品二维码..................................313

9.6.4 宝贝下架处理...............................314

9.6.5 电子交易凭证...............................314

9.6.6 申请......................................316

9.6.7 服务宝.........................................317

9.6.8 商品实拍保护...............................318

9.7 客服优化................................. 323

9.7.1 员工管理......................................323

9.7.2 客服分流......................................326

9.8 发展回头客.............................. 330

9.8.1 发行促销红包...............................330

9.8.2 店铺会员升级与优惠设置..............331

9.8.3 会员限时包邮...............................333

9.8.4 淘宝VIP优惠设置.........................334

9.8.5 赠送优惠券..................................336

9.8.6 创建商品优惠券............................337

9.8.7 评价有礼......................................338

9.9 消费者保障.............................. 339

9.9.1 初级服务......................................339

9.9.2 先用后付......................................340

9.9.3 海外直邮......................................341

9.9.4 退货承诺......................................341

9.9.5 破损补寄......................................343

9.9.6 指定快递......................................343

9.9.7 免费换新......................................343

9.9.8 免费送装......................................344

9.9.9 卖家运费险..................................344

9.10 商家保障............................... 345

9.11 淘宝店铺过户......................... 346

9.12 线下门店管理......................... 346

9.13 查看店铺经营成绩.................... 347

9.13.1 卖家....................................347

9.13.2 卖家经营报告.............................348

9.13.3 淘宝情报....................................350

第 10章 淘宝营销推广

10.1 店铺引流活动......................... 352

10.1.1 免费试用活动.............................352

10.1.2 店铺免费试用.............................353

10.1.3 秒杀活动....................................354

10.1.4 拉人有奖....................................355

10.1.5 收藏送红包................................355

10.1.6 购后送红包................................356

10.1.7 客户互动引流.............................357

10.1.8 新人礼包....................................358

10.1.9 买立减.......................................358

10.1.10 限时打折.................................360

10.1.11 限时包邮.................................361

10.1.12 购物车营销..............................362

10.2 官方营销产品......................... 364

10.2.1 搭配套餐....................................364

10.2.2 满就送.......................................365

10.2.3 营销推广中心.............................365

10.3 淘金币营销............................ 365

10.3.1 购物送淘金币.............................366

10.3.2 淘金币抵钱................................366

10.3.3 分享/收藏送淘金币.....................368

10.3.4 签到送淘金币.............................369

10.3.5 报名淘金币活动.........................370

10.4 淘营销活动报名....................... 370

10.5 营销推广............................... 371

10.5.1 淘宝直通车................................371

10.5.2 钻石展位....................................373

10.5.3 淘宝客推广................................375

10.5.4 聚划算.......................................376

10.5.5 天天特价....................................377

10.6 其他免费推广方法.................... 378

10.6.1 淘宝论坛....................................378

10.6.2 帮派...........................................380

10.6.3 站外搜索引擎优化......................382

10.6.4 百度推广....................................383

10.7 监控营销效果.........................384

10.7.1 生意参谋....................................384

10.7.2 淘宝指数....................................388

10.7.3 数据魔方....................................390

10.8 手机店铺营销推广....................392

10.8.1 手机营销专区.............................392

10.8.2 店铺宝箱....................................394

10.8.3 无线会员专享.............................395

10.8.4 手机微淘推广.............................396

10.8.5 码上淘推广................................399

10.8.6 无线数据分析.............................401

第 11章 物流与客服

11.1 信誉度的重要性.......................404

11.1.1 店铺信誉....................................404

11.1.2 店铺评价规则.............................404

11.2 物流的优化............................405

11.2.1 选择合适的快递.........................405

11.2.2 商品包装技巧.............................405

11.2.3 查询快递收送范围......................407

11.2.4 淘宝物流....................................408

11.2.5 物流服务....................................409

11.3 客服的重要性.........................411

11.3.1 网店客服的意义.........................411

11.3.2 客服具备的知识.........................411

11.3.3 售前与售后客服分工..................412

11.4 阿聆.....................................415

第 12章 微店

12.1 什么是微店............................418

12.1.1 了解微商与微店........................418

12.1.2 微店平台..................................418

12.1.3 京东微店..................................421

12.2 入驻微店...............................421

12.2.1 注册微店..................................421

12.2.2 微店基本设置...........................423

12.2.3 添加商品..................................425

12.2.4 淘宝店铺商品搬家到微店..........426

12.2.5 对商品进行分类........................428

12.2.6 发货.........................................429

12.3 微店基本推广.........................430

12.3.1 生成二维码..............................430

12.3.2 分享商品..................................430

第 13章 微博与微信营销

13.1 微信营销...............................432

13.1.1 微信基本推广.............................432

13.1.2 微信添加粉丝.............................433

13.1.3 微信公众平台.............................434

13.1.4 消息推送....................................436

13.2 微网站..................................438

13.3 微博推广...............................438

13.3.1 设置微博账号资料......................438

13.3.2 微博推广的技巧.........................439

13.4 微信、微博营销误区.................443

13.4.1 微信营销误区.............................443

13.4.2 微博营销误区.............................443