網(wǎng)店視覺營銷pdf高清完整版【在線閱讀】

網(wǎng)店視覺營銷，這是一本不錯的淘寶網(wǎng)店商城新概念的教材，我們自出版以來一直在深入教學，讓學員認識網(wǎng)店的內(nèi)涵和精華。非常實用的一套書,對于新手來說很不錯,介紹了很多淘寶的服務(wù),做網(wǎng)銷視覺營銷才是王道！東坡小編覺得寫的很好，內(nèi)容淺顯易懂，圖文并茂，很好理解！圍繞重心在寫，值得推薦的一本書！

網(wǎng)店視覺營銷介紹

電商精英系列叢書由淘寶網(wǎng)組織一流專家團隊編寫，將淘寶網(wǎng)的網(wǎng)店運營專才教程化整為零，得出網(wǎng)店運營細分門類：美工、客服、推廣、數(shù)據(jù)化營銷、流程化管理等，以滿足日新月異的電子商務(wù)人才發(fā)展需求，也適合各培訓機構(gòu)、職業(yè)院校作為教材使用，同時滿足部分學員自學的需求。

《網(wǎng)店視覺營銷》主要講解網(wǎng)店視覺化營銷的基礎(chǔ)知識，其間穿插實用的案例。希望讀者經(jīng)過專業(yè)系統(tǒng)的學習，能夠迅速掌握網(wǎng)店視覺營銷的職業(yè)技能。《網(wǎng)店視覺營銷》適合網(wǎng)店美工人員、營銷人員和電子商務(wù)專業(yè)的學生學習參考。

網(wǎng)店視覺營銷目錄

第1章 網(wǎng)店視覺營銷....................................................................................1

1.1 網(wǎng)店視覺營銷 ...........................................................................................................3

1.1.1 視覺營銷概述 .................................................................................................3

1.1.2 實體店與網(wǎng)店的視覺營銷 ............................................................................. 4

1.1.3 網(wǎng)店視覺營銷的意義 .....................................................................................6

1.2 視覺設(shè)計元素 .........................................................................................................10

1.2.1 視覺中的點 ...................................................................................................12

1.2.2 視覺中的線 ...................................................................................................14

1.2.3 視覺中的面 ...................................................................................................16

1.2.4 視覺中的圖案 ...............................................................................................17

1.3 視覺色彩 .................................................................................................................18

1.3.1 色彩基本屬性 ...............................................................................................19

1.3.2 配色與信息傳達的關(guān)系 ...............................................................................23

1.4 視覺設(shè)計中字體的應(yīng)用 .........................................................................................26

1.4.1 字體的選擇與設(shè)計 .......................................................................................27

1.4.2 字體的搭配與布局 .......................................................................................29

1.5 視覺構(gòu)圖 .................................................................................................................33

1.6 電子商務(wù)形象識別系統(tǒng) .........................................................................................37

1.6.1 基本原則 .......................................................................................................37

1.6.2 設(shè)計階段 .......................................................................................................40

1.6.3 設(shè)計規(guī)范 .......................................................................................................41

1.6.4 基本要素 .......................................................................................................42

1.6.5 總結(jié) ...............................................................................................................43

第2章 網(wǎng)店布局........................................................................................45

2.1 用戶體驗 .................................................................................................................46

2.1.1 客戶分析 .......................................................................................................47

2.1.2 瀏覽路徑 .......................................................................................................59

2.2 視覺定位 .................................................................................................................62

2.2.1 視覺信息傳遞 ...............................................................................................64

2.2.2 品牌型和營銷型視覺 ...................................................................................66

2.3 店鋪結(jié)構(gòu) .................................................................................................................72

2.3.1 首頁布局 .......................................................................................................73

2.3.2 描述頁布局 ...................................................................................................99

2.3.3 搜索列表頁 .................................................................................................116

2.3.4 自定義頁 .....................................................................................................117

2.4 商品陳列 ...............................................................................................................120

2.4.1 品類排序 .....................................................................................................126

2.4.2 商品搭配 .....................................................................................................130

2.4.3 系列組合 .....................................................................................................133

第3章 文案完美視覺化...........................................................................137

3.1 文案視覺化的重要性 ...........................................................................................138

3.2 如何做好文案視覺化 ...........................................................................................138

3.2.1 商品營銷 .....................................................................................................138

3.2.2 商品營銷經(jīng)典FABE法則 ........................................................................... 139

3.2.3 FABE法則的視覺化表現(xiàn) ........................................................................... 142

3.3 如何提煉出絕佳的視覺創(chuàng)意 ...............................................................................144

3.3.1 產(chǎn)品視覺創(chuàng)意 .............................................................................................144

3.3.2 活動視覺創(chuàng)意 .............................................................................................151

第4章 流量引導.......................................................................................159

4.1 流量構(gòu)成 ...............................................................................................................160

4.2 商品主圖 ...............................................................................................................165

4.2.1 主圖的規(guī)范 .................................................................................................166

4.2.2 主圖的素材選擇 .........................................................................................167

4.2.3 主圖的構(gòu)圖 .................................................................................................168

4.2.4 主圖的信息分層 .........................................................................................172

4.2.5 主圖的質(zhì)感 .................................................................................................173

4.2.6 主圖的場景化 .............................................................................................175

4.2.7 主圖的品牌宣傳 .........................................................................................176

4.3 直通車推廣圖片設(shè)計 ...........................................................................................177

4.3.1 單品推廣設(shè)計 .............................................................................................177

4.3.2 店鋪推廣設(shè)計 .............................................................................................182

4.3.3 明星店鋪設(shè)計 .............................................................................................184

4.3.4 活動推廣設(shè)計 .............................................................................................184

4.3.5 直通車圖片的優(yōu)劣分析運用 ..................................................................... 185

4.4 鉆展廣告設(shè)計 .......................................................................................................186

4.4.1 鉆展廣告設(shè)計的標準 .................................................................................186

4.4.2 主題突出 .....................................................................................................190

4.4.3 目標明確 .....................................................................................................192

4.4.4 形式美觀 .....................................................................................................194

4.4.5 設(shè)計實施步驟 .............................................................................................203

4.4.6 素材庫管理 .................................................................................................204

第5章 提升轉(zhuǎn)化率設(shè)計..........................................................................205

5.1 首頁 .......................................................................................................................206

5.1.1 店招 ............................................................................................................206

5.1.2 首焦 .............................................................................................................209

5.1.3 首屏 ............................................................................................................215

5.1.4 分類 .............................................................................................................217

5.1.5 促銷活動區(qū) ................................................................................................222

5.1.6 頁尾 .............................................................................................................227

5.2 內(nèi)頁 .......................................................................................................................228

5.2.1 方案視覺化 .................................................................................................228

5.2.2 賣點視覺化 .................................................................................................232

5.2.3 情感視覺化 .................................................................................................244

第6章 視覺營銷數(shù)據(jù)化..........................................................................205

6.1 什么是視覺營銷數(shù)據(jù)化流程 ...............................................................................252

6.2 視覺營銷數(shù)據(jù)化前期收集與定位 ....................................................................... 253

6.2.1 店鋪整體視覺定位 .....................................................................................253

6.2.2 描述頁面產(chǎn)品展示的邏輯結(jié)構(gòu)定位 .........................................................259

6.3 視覺營銷數(shù)據(jù)化中期應(yīng)用與設(shè)計 ....................................................................... 259

6.4 視覺營銷數(shù)據(jù)化后期分析與修正 ....................................................................... 262

6.5 視覺營銷數(shù)據(jù)流程化的總結(jié) ...............................................................................266