模塊一　走進(jìn)電商沙盤的世界 ..................................................................................................1 任務(wù)一　認(rèn)識(shí)電子商務(wù)沙盤 .........................................................................................................1 一、認(rèn)知電子商務(wù)沙盤 .........................................................................................................................1 二、電子商務(wù)沙盤模擬的作用 .............................................................................................................2 三、電子商務(wù)沙盤的組成架構(gòu) .............................................................................................................3 任務(wù)二　組建團(tuán)隊(duì) .........................................................................................................................4 一、模擬電商企業(yè)組織架構(gòu) .................................................................................................................4 二、企業(yè)中各個(gè)角色的崗位職責(zé) .........................................................................................................5 三、根據(jù)崗位職責(zé)組建團(tuán)隊(duì) .................................................................................................................7 任務(wù)三　創(chuàng)立網(wǎng)店 .......................................................................................................................10 一、辦公場(chǎng)所的選擇 ...........................................................................................................................10 二、配送中心的設(shè)置 ...........................................................................................................................11 三、網(wǎng)店開(kāi)設(shè) .......................................................................................................................................12 四、網(wǎng)店裝修 .......................................................................................................................................12 五、網(wǎng)店財(cái)務(wù)狀況報(bào)告 .......................................................................................................................13 【思考與探究】 ...............................................................................................................................15 模塊二　電子商務(wù)沙盤操作基礎(chǔ) ............................................................................................16 任務(wù)一　學(xué)習(xí)經(jīng)營(yíng)規(guī)則 ...............................................................................................................16 一、開(kāi)店規(guī)則 .......................................................................................................................................16 二、采購(gòu)規(guī)則 .......................................................................................................................................20 三、推廣規(guī)則 .......................................................................................................................................20 四、運(yùn)營(yíng)規(guī)則 .......................................................................................................................................26 五、財(cái)務(wù)規(guī)則 .......................................................................................................................................27 六、人群成交規(guī)則 ...............................................................................................................................30 七、得分規(guī)則 .......................................................................................................................................32 八、破產(chǎn)規(guī)則 .......................................................................................................................................32 九、模擬經(jīng)營(yíng)時(shí)間表 ...........................................................................................................................33 十、系統(tǒng)設(shè)置 .......................................................................................................................................33 十一、規(guī)則與崗位工作要求 ...............................................................................................................34 任務(wù)二　網(wǎng)店經(jīng)營(yíng)基本操作 .......................................................................................................35 一、輪度規(guī)劃制定 ...............................................................................................................................36 二、模擬網(wǎng)店日常運(yùn)營(yíng) ....................................................................................................................... 38 任務(wù)三　輔助工具運(yùn)用 ............................................................................................................... 54 任務(wù)四　店鋪數(shù)據(jù)分析 ............................................................................................................... 58 一、市場(chǎng)預(yù)測(cè)圖 ................................................................................................................................... 58 二、現(xiàn)金流量表 ................................................................................................................................... 60 三、財(cái)務(wù)報(bào)表 ....................................................................................................................................... 60 四、市場(chǎng)占有率 ................................................................................................................................... 60 五、訂單分析 ....................................................................................................................................... 61 六、進(jìn)店關(guān)鍵詞分析 ........................................................................................................................... 62 七、駕駛艙 ........................................................................................................................................... 62 八、杜邦分析 ....................................................................................................................................... 63 【思考與探究】 ............................................................................................................................... 67 模塊三　制定經(jīng)營(yíng)戰(zhàn)略 ........................................................................................................... 68 任務(wù)一　經(jīng)營(yíng)環(huán)境分析 ............................................................................................................... 68 一、經(jīng)營(yíng)環(huán)境分析的重要性 ............................................................................................................... 68 二、經(jīng)營(yíng)環(huán)境分析的內(nèi)容 ................................................................................................................... 69 三、商品生命周期 ............................................................................................................................... 70 四、商品需求預(yù)測(cè)分析 ....................................................................................................................... 71 任務(wù)二　店鋪定位 ....................................................................................................................... 73 一、市場(chǎng)定位的方式與原則 ............................................................................................................... 74 二、商品分析與定位 ........................................................................................................................... 75 三、目標(biāo)人群定位 ............................................................................................................................... 77 任務(wù)三　營(yíng)銷推廣策略 ............................................................................................................... 78 一、關(guān)鍵詞優(yōu)化（SEO） ...................................................................................................................... 79 二、關(guān)鍵詞推廣（SEM） ..................................................................................................................... 81 三、站外推廣 ....................................................................................................................................... 83 四、店內(nèi)促銷 ....................................................................................................................................... 83 【思考與探究】 ............................................................................................................................... 85 模塊四　電子商務(wù)沙盤實(shí)戰(zhàn)模擬 ............................................................................................ 86 任務(wù)一　謀而后動(dòng)，開(kāi)拓進(jìn)取——第一輪經(jīng)營(yíng) ....................................................................... 86 一、創(chuàng)建網(wǎng)店 ....................................................................................................................................... 87 二、輪度經(jīng)營(yíng) ....................................................................................................................................... 88 三、輪末總結(jié)研討 ............................................................................................................................... 98 任務(wù)二　調(diào)查研究，提高實(shí)力——第二輪經(jīng)營(yíng) ......................................................................100 一、輪度經(jīng)營(yíng) ..................................................................................................................................... 100 二、輪末總結(jié)研討 ............................................................................................................................. 112 任務(wù)三　差異競(jìng)爭(zhēng)，多元發(fā)展——第三輪經(jīng)營(yíng) ......................................................................114 一、輪度經(jīng)營(yíng) ..................................................................................................................................... 114 二、輪末總結(jié)研討 ............................................................................................................................. 128 任務(wù)四　計(jì)劃管理，細(xì)節(jié)取勝——第四輪經(jīng)營(yíng) ......................................................................129 一、輪度經(jīng)營(yíng) ..................................................................................................................................... 129 二、輪末總結(jié)研討 ............................................................................................................................. 143 任務(wù)五　決戰(zhàn)勝負(fù)，智者為王——第五輪經(jīng)營(yíng) ......................................................................145 一、輪度經(jīng)營(yíng) ..................................................................................................................................... 145 二、輪末總結(jié)研討 ............................................................................................................................. 160 任務(wù)六　經(jīng)營(yíng)總結(jié) ......................................................................................................................162 一、崗位評(píng)價(jià) ..................................................................................................................................... 162 二、經(jīng)營(yíng)分析報(bào)告 ............................................................................................................................. 164 三、收獲/ 感悟報(bào)告 .......................................................................................................................... 164 模塊五　解密電商沙盤經(jīng)營(yíng) ................................................................................................. 166 任務(wù)一　戰(zhàn)略——我們想成為什么樣的公司 ..........................................................................166 一、企業(yè)經(jīng)營(yíng)的本質(zhì) ......................................................................................................................... 167 二、讀懂市場(chǎng)預(yù)測(cè) ............................................................................................................................. 168 三、謀而后動(dòng) ..................................................................................................................................... 169 任務(wù)二　財(cái)務(wù)——誰(shuí)吸走我們的流動(dòng)資金 ..............................................................................170 一、現(xiàn)金——企業(yè)的生命之源 ......................................................................................................... 170 二、籌資渠道的選擇 ......................................................................................................................... 173 三、財(cái)務(wù)分析 ..................................................................................................................................... 173 任務(wù)三　訂單——我們傾向何種商品和消費(fèi)人群 ..................................................................175 一、了解買家 ..................................................................................................................................... 176 二、做好賣家 ..................................................................................................................................... 177 附錄A　教師指導(dǎo)平臺(tái) ......................................................................................................... 183 參考文獻(xiàn) .............................................................................................................................. 204