本书针对网店运营，进行“项目-任务”式探究，以“必需”“够用”为原则，着力培养读者的职业技能和职业素养。本书结合网店运营相关岗位的岗位能力要求，以及课程教学要求，设置网店开店、网店运营、网店推广3个项目，11个任务。通过“网店开店”项目的学习，读者能根据店铺定位进行网店注册和装修，使用工具对网店进行有效管理。通过“网店运营”项目的学习，读者能进行商品交易管理，解决售前、售中、售后客服问题及物流管理问题。通过“网店推广”项目的学习，读者能掌握站内、站外推广的方法，为网店获取流量:能采集、分析网店运营数据并制订优化方案。本书以网店运营的典型工作任务为载体，将网店运营过程与基本知识结构融合在任务实施过程中，实现理实一体化教学模式。 本书可作为高等职业教育电子商务类专业教材，适合初学者从不同角度对电子商务网店运营推广进行全面认识，也可供对电子商务运营感兴趣的初学者，以及需要系统构建电子商务知识体系的人群阅读。

王璀，贵州盛华职业学院门店营销教研室负责人、"双师型”教师，经济师，负责贵州盛华职业学院门店营销教研组日常教学工作及专业课授课。在校期间公开发表论文2篇；主持2024年贵州省职业教育"技能贵州”行动计划省级一流核心课程《网店运营推广》；参与校级课题研究"产教融合背景下高职大学生职业素养和工匠精神的培育”；指导技能大赛，获第七届全国大学生金融创新大赛高职组一等奖1项、二等奖1项；获校内教师教学竞赛一等奖2次、校级优秀教师2次，校级优秀教学奖2次，教学经验丰富。

项目一 网店开店····························································································1
任务一 认识国内主流电商平台 ···································································3
任务二 网店注册····················································································16
任务三 网店选品····················································································31
任务四 商品发布····················································································39
任务五 网店装修····················································································53
子任务一 网店基础装修······································································.53
子任务二 网店精细装修······································································.71
项目二 网店运营··························································································80
任务一 商品交易管理··············································································81
任务二 网店客服管理··············································································95
子任务一 网店售前客服········································································95
子任务二 网店售中客服·······································································103
任务三 网店物流管理·············································································118
项目三 网店推广························································································129
任务一 站内推广··················································································131
子任务一：了解网店推广规则································································131
子任务二：运用推广工具······································································141
子任务三：优化推广计划······································································159
任务二 站外推广··················································································167
子任务一：认识社交平台（小红书、抖音、快手）·····································167
子任务二：发布推广内容······································································177
子任务三：推广内容的分析及优化··························································188
任务三 数据化运营···············································································194
子任务一：采集运营数据······································································194
子任务二：处理运营数据······································································202
子任务三：分析运营数据······································································209