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売れる! EC事業の経営・運営 ネットショップ担当者、チームのための成功法則。
- Length: 9 hrs and 31 mins
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Publisher's summary
販売だけでない「EC経営・運営」の秘訣が一冊に。
本書では、eコマースの仕事を「販売・業務・組織・戦略」の 4 分類に整理。
現代のEC販売、仕入れ・製造から受注・出荷までの業務、AIやリモートを活用した組織運営、商品開発やブランディング、会計や経営計画などの戦略までカバー。経営者の学び直し、担当者の育成、組織の共通言語に。
■ 前著は「伝説のバイブル」
前著「売れるネットショップ開業・運営」、通称 "黄色本" は、増刷16回・26,000部のベストセラー。その後、筆者の経営するコマースデザイン社が、ブログや講演などで発信した「697万文字・書籍約 70 冊分」のノウハウを体系化。
■ 著者メッセージ
この本は、あなたと同じ課題を持つ人が、試行錯誤してどう解決したかの「知恵の集大成」です。販促だけでは、問題を解決できません。未来に進むためには、現行の施策を点検し、業務を見直し、独自商品や販路開拓への投資が必要です。本書がお手伝いします。
■ 特典
本書の内容を理解した「AIコンサルタント」に質問し放題。実践をお手伝いします。
---概要---
■ 販売編
EC販売の構造
・ネット販売施策の3分類/選ばれるには/指標化・数値化
集客
・集客計画/SEO/検索連動型広告/ディスプレイ広告/純広告
・メルマガ/LINE活用/SNS運用/コンテンツマーケティング/プレスリリース
接客
・商品ページ制作/客単価UP/ECサイト・カテゴリ設計
追客
・リピート促進/イベント/クーポン/レビュー・UGC獲得
■ 業務編
EC業務の構造
・EC業務の3分類/商品マスタ/役割と指標の定義/目標設定
MD(マーチャンダイジング)
・在庫管理/季節性商品/商品削減/利益管理/価格最適化
SF(ストアフロント)
・商品登録/ページ制作/販促カレンダー/商品分析/広告運用・検証
BY(バックヤード)
・受注処理/システム導入/CS・出荷効率化/物流委託
■ 組織編
EC組織の構造
・組織の発展3段階/相互理解/生成AI活用
セルフマネジメント
・タスク管理・イシュー管理/問題解決/業務整理/指示出し
ワークマネジメント
・業務棚卸し/組織設計/人材採用・育成・外注/定例会議
チームマネジメント
・リーダーの役割/自発的な文化/プロジェクト管理/情報共有
■ 戦略編
EC戦略の構造
・戦略の3分類/ブラックオーシャン戦略/再投資
商品戦略
・顧客研究/商品企画/商品開拓/通販商品化/サービス強化
店舗戦略
・自店舗の強み分析/コンセプト定義/ブランディング
企業戦略
・会計分析/多モール展開・販路開拓/経営理念/経営計画
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