Amazon 欧洲其他站运营手册(合卷)

[{"title":"第一章:6 国合卷 — Amazon 欧洲其他站完全入门指南","sections":[{"id":"ch1-s1","title":"1.1 你的 3 阶段成长路线图(合卷特色版)","kr":"1.1 Your 3-Stage Growth Roadmap (EU 6-Country Edition)"},{"id":"ch1-s2","title":"1.2 6 国大盘速读 — 3 分钟选出优先站","kr":"1.2 6-Country Market Snapshot — Choose Your Priority Markets in 3 Minutes"},{"id":"ch1-s3","title":"1.3 新手必须理解的 3 个算法底层(6 国通用)","kr":"1.3 The 3 Algorithms You Must Understand — Common to All 6 Markets"},{"id":"ch1-s4","title":"1.4 第一周:开通 6 站 SOP","kr":"1.4 Week 1: 6-Market Activation SOP"},{"id":"ch1-s5","title":"1.5 第一个月:从 0 到首单 SOP(分国语言策略)","kr":"1.5 Month 1: First Order SOP — Language Strategy by Country"},{"id":"ch1-s6","title":"1.6 6 国选品 4 淘汰标准 — 不合格直接踢掉","kr":"1.6 4 Product Elimination Criteria for the 6-Country Market"},{"id":"ch1-s7","title":"1.7 新手 10 大致命错误 — 合卷特色版","kr":"1.7 Top 10 Fatal Mistakes — EU 6-Country Edition"},{"id":"ch1-s8","title":"1.8 6 国特有差异化 — 你必须应对的","kr":"1.8 6-Country Unique Differences — How to Respond"},{"id":"ch1-s9","title":"1.9 冷启动 3 个月 KPI 路线图(分国家)","kr":"1.9 Cold Start 3-Month KPI Roadmap — by Country"},{"id":"ch1-s10","title":"1.10 这本书的使用手册 — 卡在哪里就读哪章","kr":"1.10 How to Use This Book"},{"id":"ch1-s11","title":"1.11 2026 年欧洲其他站正在发生的 4 件大事","kr":"1.11 4 Major Events on Amazon EU Other Markets in 2026"},{"id":"ch1-s12","title":"1.12 本章 10 个行动点","kr":"1.12 Chapter 1 Action Checklist —"}]},{"title":"第二章:6 国生态全景 + Pan-EU 辐射机制(合卷独有)","sections":[{"id":"ch2-s1","title":"2.0 生态利用 3 阶段路径 + 本章 KPI","kr":"2.0 Ecosystem 3-Phase Roadmap + Chapter KPIs"},{"id":"ch2-s2","title":"2.1 6 国生态全景图 — 一张表读懂差异","kr":"2.1 6-Country Ecosystem Map — One Table to Understand All Differences"},{"id":"ch2-s3","title":"2.2 Prime 各国渗透差异 — FBA 标签价值不对等","kr":"2.2 Prime Penetration Differences — FBA Badge Value Varies by Country"},{"id":"ch2-s4","title":"2.3 Pan-EU 仓网辐射机制 — 算法分拨逻辑拆解","kr":"2.3 Pan-EU Distribution Mechanism — How Amazon's Algorithm Allocates Stock"},{"id":"ch2-s5","title":"2.4 Rufus 多语言版进展 — 6 国 AI 搜索布局","kr":"2.4 Rufus Multi-language AI Search — Status and Strategy by Country"},{"id":"ch2-s6","title":"2.5 6 国广告生态对比 — 各国 CPC 和竞争密度差异","kr":"2.5 Advertising Ecosystem by Country — CPC and Competition Density"},{"id":"ch2-s7","title":"2.6 Amazon Business B2B — 6 国企业采购机会","kr":"2.6 Amazon Business B2B — Enterprise Procurement Opportunity in 6 Countries"},{"id":"ch2-s8","title":"2.7 Amazon Haul 6 国扩展 — 低价频道策略","kr":"2.7 Amazon Haul Expansion — Low-Price Channel Strategy for 6 Countries"},{"id":"ch2-s9","title":"2.8 6 国大促日历 — 全年节点一览","kr":"2.8 6-Country Promotional Calendar — Full Year Overview"},{"id":"ch2-s10","title":"2.9 6 国合规生态 — 各国独有要求速览","kr":"2.9 Compliance Ecosystem — Country-Specific Requirements"},{"id":"ch2-s11","title":"2.10 本土电商竞争格局 — 6 国战场地图","kr":"2.10 Local E-commerce Competition — 6-Country Battle Map"},{"id":"ch2-s12","title":"2.11 生态利用 SOP — 6 国合卷作战计划","kr":"2.11 Ecosystem Utilization SOP — 6-Country Action Plan"},{"id":"ch2-s13","title":"2.12 本章抄作业表格","kr":"2.12 Action Checklist — Copy This"}]},{"title":"第三章:Pan-EU Seller Central 后台统一管理 6 国","sections":[{"id":"ch3-s1","title":"3.1 Seller Central 账号架构 — 一个账号管 6 国","kr":"3.1 Account Architecture — One Account, Six Countries"},{"id":"ch3-s2","title":"3.2 6 国站点切换与全局视图设置","kr":"3.2 Switching Between 6 Countries + Setting Up Global View"},{"id":"ch3-s3","title":"3.3 Pan-EU FBA 后台完整配置 SOP","kr":"3.3 Pan-EU FBA Backend Setup — Complete SOP"},{"id":"ch3-s4","title":"3.4 各国定价规则配置 — 6 国分层定价 SOP","kr":"3.4 Country-Specific Pricing Rules — 6-Country Tiered Pricing SOP"},{"id":"ch3-s5","title":"3.5 VAT 税务设置 — 6 国逐一配置流程","kr":"3.5 VAT Tax Configuration — Step-by-Step for All 6 Countries"},{"id":"ch3-s6","title":"3.6 绩效监控仪表盘 — 6 国 KPI 体系","kr":"3.6 Performance Dashboard — 6-Country KPI System"},{"id":"ch3-s7","title":"3.7 多语言客服后台设置 — 6 国语言应急方案","kr":"3.7 Multi-language Customer Service Setup — Emergency Protocol for 6 Countries"},{"id":"ch3-s8","title":"3.8 报告体系 — 6 国数据提取与分析 SOP","kr":"3.8 Reports System — Data Extraction and Analysis SOP for 6 Countries"},{"id":"ch3-s9","title":"3.9 账号安全设置 — 6 国合卷的账号保护","kr":"3.9 Account Security — Protecting Your 6-Country Operation"},{"id":"ch3-s10","title":"3.10 A+ Content 6 国管理 — 多语言发布 SOP","kr":"3.10 A+ Content 6-Country Management — Multi-language Publishing SOP"},{"id":"ch3-s11","title":"3.11 Brand Registry 6 国配置 — 品牌保护 SOP","kr":"3.11 Brand Registry 6-Country Setup — Brand Protection SOP"},{"id":"ch3-s12","title":"3.12 Day 1 后台配置完整 SOP — 新卖家第一天必做清单","kr":"3.12 Day 1 Backend Setup SOP — New Seller First-Day Checklist"}]},{"title":"第四章:中国卖家进 6 国 4 条路径","sections":[{"id":"ch4-s1","title":"4.1 4 条路径对比矩阵 — 30 分钟选定入场方式","kr":"4.1 4-Path Comparison Matrix — Choose Your Entry in 30 Minutes"},{"id":"ch4-s2","title":"4.2 路径 A: 扩展主站账号 — 已有 EU 卖家的标准操作","kr":"4.2 Path A: Expand from Existing EU Account — Standard Operation for Established Sellers"},{"id":"ch4-s3","title":"4.3 路径 B: 全新 EU 账号注册 — 第一次做欧洲的完整 SOP","kr":"4.3 Path B: New EU Account Registration — Complete SOP for First-Time EU Sellers"},{"id":"ch4-s4","title":"4.4 路径 C: 本地代理/分销商借道入场","kr":"4.4 Path C: Entry via Local Agent or Distributor"},{"id":"ch4-s5","title":"4.5 路径 D: 品牌授权打入 6 国批发渠道","kr":"4.5 Path D: Brand Licensing into 6-Country Wholesale Channels"},{"id":"ch4-s6","title":"4.6 中国卖家资质合规 — 6 国入场必备文件清单","kr":"4.6 Chinese Seller Compliance Requirements — Must-Have Document Checklist for 6-Country Entry"},{"id":"ch4-s7","title":"4.7 收款账号设置 — 6 国资金回流方案","kr":"4.7 Payment Account Setup — Repatriation of Funds from 6 Countries"},{"id":"ch4-s8","title":"4.8 本地欧洲地址与运营实体 — 合规注册要求","kr":"4.8 European Address and Legal Entity — Compliance Registration Requirements"},{"id":"ch4-s9","title":"4.9 4 条路径 3 年总成本对比","kr":"4.9 3-Year Total Cost Comparison Across 4 Paths"},{"id":"ch4-s10","title":"4.10 6 国入场节奏规划 — 18 个月路线图","kr":"4.10 6-Country Entry Pace — 18-Month Roadmap"},{"id":"ch4-s11","title":"4.11 各国开店常见问题 FAQ","kr":"4.11 Country-Specific FAQ for Account Setup"},{"id":"ch4-s12","title":"4.12 路径决策 SOP — 5 分钟选定你的入场路径","kr":"4.12 Path Decision SOP — Choose Your Entry Path in 5 Minutes"}]},{"title":"第五章:6 国多语 Listing 本地化(荷/瑞/波/法比/英爱/土)","sections":[{"id":"ch5-s1","title":"5.0 7 天 SOP 写 6 国爆款 Listing + 3 阶段路径 + KPI","kr":"5.0 7-Day SOP for 6-Country Listings + 3-Phase + KPIs"},{"id":"ch5-s2","title":"5.1 6 国 Listing 成本效益分析 — 先算账再翻译","kr":"5.1 Cost-Benefit Analysis Before Translating — 6 Countries"},{"id":"ch5-s3","title":"5.2 荷兰文 Listing — NL 和 BE 共用的核心语言","kr":"5.2 Dutch Listing — Core Language for NL and BE"},{"id":"ch5-s4","title":"5.3 瑞典文 Listing — 复合词与环保语境","kr":"5.3 Swedish Listing — Compound Words and Eco Context"},{"id":"ch5-s5","title":"5.4 波兰文 Listing — 7 格语法与长尾词策略","kr":"5.4 Polish Listing — 7-Case Grammar and Long-tail Keyword Strategy"},{"id":"ch5-s6","title":"5.5 比利时双语 Listing — Flanders 荷兰文 + Wallonia 法语","kr":"5.5 Belgian Bilingual Listing — Dutch for Flanders + French for Wallonia"},{"id":"ch5-s7","title":"5.6 爱尔兰英语 Listing — 零成本复用 + 新站优化","kr":"5.6 Irish English Listing — Zero-Cost Reuse and New Market Optimization"},{"id":"ch5-s8","title":"5.7 土耳其文 Listing — 粘着语特性与移动端优先","kr":"5.7 Turkish Listing — Agglutinative Language and Mobile-First Strategy"},{"id":"ch5-s9","title":"5.8 COSMO 多语言算法原理 — 为什么语义比关键词堆砌更重要","kr":"5.8 COSMO Multi-language Algorithm — Why Semantics Beats Keyword Stuffing"},{"id":"ch5-s10","title":"5.9 主图与视觉内容 — 6 国本地化要点","kr":"5.9 Main Images and Visual Content — 6-Country Localization"},{"id":"ch5-s11","title":"5.10 A9 跨国关键词迁移策略 — 从主站词库扩展 6 国","kr":"5.10 A9 Cross-Country Keyword Migration — Expanding from Main Market to 6 Countries"},{"id":"ch5-s12","title":"5.11 评价策略 — 6 国买家留评习惯差异","kr":"5.11 Review Strategy — Differences in Review Behavior Across 6 Countries"},{"id":"ch5-s13","title":"5.12 6 国 Listing 全流程 SOP — 从草稿到发布","kr":"5.12 6-Country Listing Full SOP — From Draft to Live"},{"id":"ch5-s14","title":"5.13 本章抄作业表格","kr":"5.13 Action Checklist — Copy This"}]},{"title":"第六章:定价 + 各国 VAT + 合卷成本控制","sections":[{"id":"ch6-s1","title":"6.0 定价 3 阶段路径 + 算法因子 + 本章 KPI","kr":"6.0 Pricing 3-Phase Roadmap + Algorithm Factors + Chapter KPIs"},{"id":"ch6-s2","title":"6.1 6 国 VAT 含税逻辑 — 卖家必须理解的税前税后关系","kr":"6.1 6-Country VAT Logic — Pre-Tax and Post-Tax Pricing"},{"id":"ch6-s3","title":"6.2 6 国毛利计算公式 — 标准化核算模型","kr":"6.2 Gross Profit Formula — Standardized Calculation Model for 6 Countries"},{"id":"ch6-s4","title":"6.3 6 国分层定价策略 — 高/中/低消费力市场分组","kr":"6.3 6-Country Tiered Pricing — Grouping by Consumer Purchasing Power"},{"id":"ch6-s5","title":"6.4 Buy Box 定价逻辑 — 各国 Buy Box 价格敏感度差异","kr":"6.4 Buy Box Pricing — Price Sensitivity Differences by Country"},{"id":"ch6-s6","title":"6.5 TR 通胀定价专题 — 土耳其里拉贬值下的定价生存手册","kr":"6.5 TR Inflation Pricing — Surviving Turkish Lira Depreciation"},{"id":"ch6-s7","title":"6.6 Amazon 6 国费用结构 — 佣金 + FBA 费完整对比","kr":"6.6 Amazon Fee Structure Across 6 Countries — Commission + FBA Fees"},{"id":"ch6-s8","title":"6.7 合卷成本控制策略 — 6 国运营综合优化","kr":"6.7 Combined Cost Control — Optimizing Operations Across All 6 Countries"},{"id":"ch6-s9","title":"6.8 大促定价策略 — 6 国大促节点的折扣设计","kr":"6.8 Promotional Pricing — Discount Design for 6-Country Peak Events"},{"id":"ch6-s10","title":"6.9 定价竞争情报 — 6 国竞品定价监控 SOP","kr":"6.9 Competitive Intelligence — Pricing Monitoring SOP for 6 Countries"},{"id":"ch6-s11","title":"6.10 月度定价复盘 SOP — 6 国价格体系健康检查","kr":"6.10 Monthly Pricing Review SOP — 6-Country Price System Health Check"},{"id":"ch6-s12","title":"6.11 本章抄作业表格","kr":"6.11 Action Checklist — Copy This"}]},{"title":"第七章:Pan-EU FBA 6 国仓实战(EIN1/CGN1/POZ1/LGG1/DUB2/IST2)","sections":[{"id":"ch7-s1","title":"7.1 6 国 FBA 仓库基本信息 — 位置与节点覆盖","kr":"7.1 6-Country FBA Warehouse Overview — Location and Coverage"},{"id":"ch7-s2","title":"7.2 Pan-EU 分拨算法实战 — 从 CGN1 到 6 国节点","kr":"7.2 Pan-EU Distribution Algorithm in Practice — CGN1 to 6-Country Nodes"},{"id":"ch7-s3","title":"7.3 CGN1 入仓 SOP — Pan-EU 头程标准操作","kr":"7.3 CGN1 Inbound SOP — Pan-EU Standard Shipment Creation"},{"id":"ch7-s4","title":"7.4 IST2 土耳其仓独立操作 — 中国→土耳其头程全流程","kr":"7.4 IST2 Turkish Warehouse — China to Turkey Inbound Full SOP"},{"id":"ch7-s5","title":"7.5 EIN1 荷兰仓操作 — NL 本地 FBA 最优方案","kr":"7.5 EIN1 Netherlands Warehouse — Local FBA Best Practices"},{"id":"ch7-s6","title":"7.6 POZ1 波兰仓操作 — 走量品 PL 本地 FBA 策略","kr":"7.6 POZ1 Poland Warehouse — Volume Strategy for PL Local FBA"},{"id":"ch7-s7","title":"7.7 LGG1 比利时仓操作 — BE 本地快递优势","kr":"7.7 LGG1 Belgium Warehouse — Local Delivery Advantage"},{"id":"ch7-s8","title":"7.8 大促前备货节奏 — 6 国仓库备货时间表","kr":"7.8 Pre-Promotion Stock Planning — 6-Country Warehouse Timeline"},{"id":"ch7-s9","title":"7.9 FBA 费率对比 + 优化建议","kr":"7.9 FBA Fee Comparison and Optimization Tips"},{"id":"ch7-s10","title":"7.10 退货处理 — 6 国 FBA 退货 SOP","kr":"7.10 Returns Processing — 6-Country FBA Returns SOP"},{"id":"ch7-s11","title":"7.11 断货避免 SOP — 6 国节点库存安全线管理","kr":"7.11 Stockout Prevention SOP — Safety Stock Management for 6 Countries"}]},{"title":"第八章:FBM + 6 国邮政(PostNL/PostNord/InPost/bpost/An Post/PTT Kargo)","sections":[{"id":"ch8-s1","title":"8.1 6 国 FBM 适用场景矩阵 — 什么时候用 FBM","kr":"8.1 FBM Use Case Matrix — When to Use FBM in Each Country"},{"id":"ch8-s2","title":"8.2 PostNL — 荷兰(NL + BE 覆盖)","kr":"8.2 PostNL — Netherlands and Belgium Coverage"},{"id":"ch8-s3","title":"8.3 PostNord — 瑞典(SE + 北欧覆盖)","kr":"8.3 PostNord — Sweden and Nordic Coverage"},{"id":"ch8-s4","title":"8.4 InPost — 波兰快递柜生态(PL 必学)","kr":"8.4 InPost — Polish Parcel Locker Ecosystem (Must-Know for PL)"},{"id":"ch8-s5","title":"8.5 bpost — 比利时邮政(BE 覆盖)","kr":"8.5 bpost — Belgian Postal Service"},{"id":"ch8-s6","title":"8.6 An Post — 爱尔兰邮政(IE 覆盖)","kr":"8.6 An Post — Irish Postal Service"},{"id":"ch8-s7","title":"8.7 PTT Kargo — 土耳其邮政 + 本土快递(TR 覆盖)","kr":"8.7 PTT Kargo — Turkish Post and Local Couriers (TR Coverage)"},{"id":"ch8-s8","title":"8.8 6 国 FBM 运费对比 — 成本决策表","kr":"8.8 6-Country FBM Shipping Cost Comparison"},{"id":"ch8-s9","title":"8.9 海外仓 FBM 方案 — 6 国本地仓库布局","kr":"8.9 Overseas Warehouse FBM — Local Warehouse Layout for 6 Countries"},{"id":"ch8-s10","title":"8.10 FBM 转 FBA 切换 SOP — 以 IE 为例","kr":"8.10 FBM to FBA Transition SOP — IE Case Study"},{"id":"ch8-s11","title":"8.10 FBM 避坑指南 — 6 国 FBM 常见失误","kr":"8.10 FBM Common Mistakes — 6-Country Guide"}]},{"title":"第九章:中欧头程 + 6 国清关差异 + 土耳其特殊","sections":[{"id":"ch9-s1","title":"9.1 头程方式选择矩阵 — 空运/海运/铁路/快递对比","kr":"9.1 Freight Method Selection — Air/Sea/Rail/Express Comparison"},{"id":"ch9-s2","title":"9.2 EU 5 国统一清关流程 — EORI + 关税 + DDP","kr":"9.2 EU 5-Country Unified Customs Process — EORI, Duties, and DDP"},{"id":"ch9-s3","title":"9.3 各国清关特殊要求 — 6 国差异速览","kr":"9.3 Country-Specific Customs Requirements"},{"id":"ch9-s4","title":"9.4 土耳其独立头程全流程 — 中国→IST2 完整 SOP","kr":"9.4 Turkey Independent Freight — China to IST2 Complete SOP"},{"id":"ch9-s5","title":"9.5 货代选择 SOP — 6 国头程货代筛选标准","kr":"9.5 Freight Forwarder Selection SOP — Criteria for 6-Country Inbound"},{"id":"ch9-s6","title":"9.6 HS 编码策略 — 合规归类降低关税","kr":"9.6 HS Code Strategy — Compliant Classification to Minimize Duties"},{"id":"ch9-s7","title":"9.7 头程成本优化 — 6 国物流成本压缩 SOP","kr":"9.7 Freight Cost Optimization — 6-Country Logistics Cost Reduction SOP"},{"id":"ch9-s8","title":"9.8 头程时间线管理 — 不断货是第一竞争力","kr":"9.8 Freight Timeline Management — Stockout Prevention is the #1 Priority"},{"id":"ch9-s9","title":"9.9 头程合规文件清单 — 6 国进口所需文件","kr":"9.9 Compliance Document Checklist — Required for 6-Country Imports"},{"id":"ch9-s10","title":"9.10 头程实战案例 — 一次发货覆盖 EU 5 国 + TR 分批","kr":"9.10 Freight Case Study — One Shipment for EU 5 Countries + TR Separate"}]},{"title":"第十章:多语客服(英语为主 + 本地应急) + 各国退货期差异","sections":[{"id":"ch10-s1","title":"10.1 6 国客服体系架构 — 一人团队到专业团队的扩展路径","kr":"10.1 6-Country CS Architecture — From Solo to Team"},{"id":"ch10-s2","title":"10.2 6 国语言应急模板库 — 8 个核心场景","kr":"10.2 6-Country Emergency Response Template Library — 8 Key Scenarios"},{"id":"ch10-s3","title":"10.3 6 国退货期法规 — EU 统一 + 各国额外权利","kr":"10.3 6-Country Return Period Regulations — EU Baseline + Country-Specific Rights"},{"id":"ch10-s4","title":"10.4 高退货率应对 SOP — 以 TR 为重点","kr":"10.4 High Return Rate Response SOP — Focus on TR"},{"id":"ch10-s5","title":"10.5 A-to-Z 申诉处理 SOP — 6 国通用","kr":"10.5 A-to-Z Claim Response SOP — Applicable to All 6 Countries"},{"id":"ch10-s6","title":"10.6 差评处理 SOP — 6 国买家差评的正确应对","kr":"10.6 Negative Review Response SOP — Handling Poor Reviews Across 6 Countries"},{"id":"ch10-s7","title":"10.7 各国客服挑战排名 + 专项处理建议","kr":"10.7 Country CS Challenge Ranking + Specific Handling Tips"},{"id":"ch10-s8","title":"10.8 SAFE-T 索赔 — 向 Amazon 追回 FBA 相关损失","kr":"10.8 SAFE-T Claims — Recovering FBA-Related Losses from Amazon"},{"id":"ch10-s9","title":"10.9 月度客服 KPI 复盘 — 6 国指标体系","kr":"10.9 Monthly CS KPI Review — 6-Country Metrics"}]},{"title":"第十一章:Amazon Ads 6 国混投策略(预算分层)","sections":[{"id":"ch11-s1","title":"11.0 广告 3 阶段路径 + 算法因子 dataTable + KPI","kr":"11.0 Ads 3-Phase Roadmap + Algorithm Factors + KPIs"},{"id":"ch11-s2","title":"11.1 6 国广告阶段判断 — 你现在在哪个阶段","kr":"11.1 6-Country Advertising Stage Assessment"},{"id":"ch11-s3","title":"11.2 6 国预算分层框架 — 月度预算分配 SOP","kr":"11.2 6-Country Budget Allocation Framework — Monthly Budget SOP"},{"id":"ch11-s4","title":"11.3 Sponsored Products 各国配置 SOP","kr":"11.3 Sponsored Products Configuration by Country"},{"id":"ch11-s5","title":"11.4 Sponsored Brands 品牌广告 — 6 国品牌展示位竞争","kr":"11.4 Sponsored Brands — Brand Real Estate Competition Across 6 Countries"},{"id":"ch11-s6","title":"11.5 Sponsored Display 展示广告 — 6 国再营销和竞品拦截","kr":"11.5 Sponsored Display — Remarketing and Competitor Targeting in 6 Countries"},{"id":"ch11-s7","title":"11.6 6 国关键词策略 — 多语言关键词体系建立","kr":"11.6 6-Country Keyword Strategy — Multi-language Keyword System"},{"id":"ch11-s8","title":"11.7 大促广告放量 SOP — Sinterklaas / Prime Day / Black Friday","kr":"11.7 Peak Season Ad Scaling SOP — Sinterklaas / Prime Day / Black Friday"},{"id":"ch11-s9","title":"11.8 6 国 ACoS 基准 — 各阶段目标值","kr":"11.8 6-Country ACoS Benchmarks by Stage"},{"id":"ch11-s10","title":"11.9 Rufus 广告联动 — AI 搜索对广告的影响","kr":"11.9 Rufus Advertising Integration — How AI Search Affects Your Ads"},{"id":"ch11-s11","title":"11.10 DSP 进阶广告 — 6 国品牌认知建设","kr":"11.10 Amazon DSP — Brand Awareness Across 6 Countries"},{"id":"ch11-s12","title":"11.11 月度广告优化 SOP — 6 国广告健康检查","kr":"11.11 Monthly Ad Optimization SOP — 6-Country Advertising Health Check"},{"id":"ch11-s13","title":"11.12 本章抄作业表格","kr":"11.12 Action Checklist — Copy This"}]},{"title":"第十二章:欧洲大促实战 — 日历 / Omnibus 合规 / 五国价格策略","sections":[{"id":"ch12-s1","title":"12.1 EU 4 大核心大促日历(全年节奏总览)","kr":"12.1 EU Big 4 Sales Calendar — Annual Rhythm"},{"id":"ch12-s2","title":"12.2 Omnibus 指令 — 欧洲大促定价合规必读","kr":"12.2 EU Omnibus Directive — Promotional Pricing Compliance"},{"id":"ch12-s3","title":"12.3 欧洲五国价格差异策略(DE/FR/IT/ES/NL)","kr":"12.3 5-Country Pricing Strategy — DE/FR/IT/ES/NL"},{"id":"ch12-s4","title":"12.4 EU Deal 类型对比 + 申请资格","kr":"12.4 EU Deal Types & Eligibility"},{"id":"ch12-s5","title":"12.5 大促筹备 90 天时间轴(以 Prime Day EU 为例)","kr":"12.5 90-Day Preparation Timeline — Prime Day EU Example"},{"id":"ch12-s6","title":"12.6 大促广告策略(EU CPM 翻倍应对)","kr":"12.6 EU Promo Advertising Strategy — CPM Surge Management"},{"id":"ch12-s7","title":"12.7 各国国庆日 + 本地节假日特殊节点","kr":"12.7 National Holidays & Local Events by Country"},{"id":"ch12-s8","title":"12.8 大促后复盘 + 日常运营承接","kr":"12.8 Post-Promo Review & Ongoing Operations"}]},{"title":"第十三章:Amazon 欧洲 A9 搜索 + Rufus AI 多语言 SEO 实战","sections":[{"id":"ch13-s1","title":"13.0 SEO 3 阶段路径 + A9/COSMO/Rufus 算法 dataTable + 本章 KPI","kr":"13.0 SEO 3-Phase Roadmap + A9/COSMO/Rufus Algorithm Table + Chapter KPIs"},{"id":"ch13-s2","title":"13.1 EU A9 排名机制 — 欧洲站的算法底层","kr":"13.1 EU A9 Ranking Mechanism — Algorithm Foundation"},{"id":"ch13-s3","title":"13.2 COSMO 多语言语义理解 — 欧洲 5 语言策略","kr":"13.2 COSMO Multi-language Semantic Understanding — 5-Language Strategy"},{"id":"ch13-s4","title":"13.3 Rufus AI 欧洲站影响 — 对话式搜索的新规则","kr":"13.3 Rufus AI on Amazon EU — New Rules for Conversational Search"},{"id":"ch13-s5","title":"13.4 德法意西荷五语关键词挖掘方法","kr":"13.4 Keyword Research in German, French, Italian, Spanish & Dutch"},{"id":"ch13-s6","title":"13.5 关键词本地化 — 不能机翻的 7 个理由","kr":"13.5 Keyword Localization — 7 Reasons Machine Translation Fails"},{"id":"ch13-s7","title":"13.6 Listing 结构 SEO 优化 — 五国统一规范","kr":"13.6 Listing Structure SEO Optimization — 5-Country Standards"},{"id":"ch13-s8","title":"13.7 跨站 SEO 一致性管理 — 8 站同步优化 SOP","kr":"13.7 Cross-Market SEO Consistency — 8-Market Sync SOP"},{"id":"ch13-s9","title":"13.8 本章抄作业表格","kr":"13.8 Action Checklist — Copy This"}]},{"title":"第十四章:欧洲数据分析全图 — Business Reports / Brand Analytics / Pan-EU 库存报表","sections":[{"id":"ch14-s1","title":"14.1 Business Reports 深度拆解 — 找到流量漏洞","kr":"14.1 Business Reports Deep Dive — Finding Traffic Leaks"},{"id":"ch14-s2","title":"14.2 Brand Analytics 竞品情报 — 找到竞品用什么词超越你","kr":"14.2 Brand Analytics — Competitive Intelligence"},{"id":"ch14-s3","title":"14.3 Search Query Performance — 搜索流量全链路分析","kr":"14.3 Search Query Performance — Full Search Funnel Analysis"},{"id":"ch14-s4","title":"14.4 Pan-EU 库存报表 — 降低物流成本的关键数据","kr":"14.4 Pan-EU Inventory Reports — Reducing Logistics Costs"},{"id":"ch14-s5","title":"14.5 跨站数据对比看板 — 月度 KPI 追踪模板","kr":"14.5 Cross-Market Dashboard — Monthly KPI Tracking Template"},{"id":"ch14-s6","title":"14.6 数据驱动的选品和定价决策","kr":"14.6 Data-Driven Product Selection & Pricing Decisions"}]},{"title":"第十五章:欧洲选品方法论 — 五国客单对比 / CE+GPSR 合规 / 竞品差异化","sections":[{"id":"ch15-s1","title":"15.0 欧洲选品 3 阶段路径 + 蓝海评分算法 + 本章 KPI","kr":"15.0 EU Product Selection 3-Phase Roadmap + Blue Ocean Algorithm + Chapter KPIs"},{"id":"ch15-s2","title":"15.1 五国客单价对比 — 选品定价的市场基础","kr":"15.1 5-Country Average Order Value Comparison — Market Pricing Foundation"},{"id":"ch15-s3","title":"15.2 CE 认证 / GPSR 合规 — 选品前必过的合规检查","kr":"15.2 CE Marking & GPSR Compliance — Pre-Selection Compliance Check"},{"id":"ch15-s4","title":"15.3 欧洲品类禁限售 — 选品前必查清单","kr":"15.3 EU Restricted & Prohibited Categories — Pre-Selection Checklist"},{"id":"ch15-s5","title":"15.4 EU 蓝海 5 维度评分体系 — 选品决策打分卡","kr":"15.4 EU Blue Ocean 5-Dimension Scoring System"},{"id":"ch15-s6","title":"15.5 AI 选品工具 — ProductGPT 和辅助工具应用","kr":"15.5 AI Product Research Tools — ProductGPT & Others"},{"id":"ch15-s7","title":"15.6 竞品差异化方法论 — 5 国本土竞品绕开策略","kr":"15.6 Competitive Differentiation — Bypassing Local Competitors in 5 Countries"},{"id":"ch15-s8","title":"15.7 选品验证 SOP — 从候选到备货的完整流程","kr":"15.7 Product Validation SOP — From Candidate to First Order"},{"id":"ch15-s9","title":"15.8 本章抄作业表格","kr":"15.8 Action Checklist — Copy This"}]},{"title":"第十六章:Pan-EU FBA vs EFN vs 多国发货 — VAT OSS/IOSS 决策树","sections":[{"id":"ch16-s1","title":"16.1 Pan-EU FBA vs EFN vs 本地 FBA — 三种模式核心对比","kr":"16.1 Pan-EU FBA vs EFN vs Local FBA — Core Comparison"},{"id":"ch16-s2","title":"16.2 Pan-EU FBA 设置 SOP — 开启全欧库存分拨","kr":"16.2 Pan-EU FBA Setup SOP — Enabling Europe-wide Inventory Placement"},{"id":"ch16-s3","title":"16.3 VAT 改革全图 — MOSS 淘汰 / OSS / IOSS / 本地 VAT","kr":"16.3 EU VAT Reform — MOSS Abolished, OSS, IOSS & Local VAT"},{"id":"ch16-s4","title":"16.4 €10,000 阈值 — 什么时候必须注册 OSS","kr":"16.4 €10,000 Threshold — When OSS Registration Becomes Mandatory"},{"id":"ch16-s5","title":"16.5 IOSS — €150 以下进口包裹的 VAT 申报","kr":"16.5 IOSS — VAT Filing for Sub-€150 Import Parcels"},{"id":"ch16-s6","title":"16.6 各国本地 VAT 注册时间表 + 实操指引","kr":"16.6 Country-by-Country VAT Registration Timeline & Guide"},{"id":"ch16-s7","title":"16.7 DAC7 平台报送 — Amazon 向税务局的数据申报","kr":"16.7 DAC7 Platform Reporting — Amazon's Tax Data Submission"},{"id":"ch16-s8","title":"16.8 跨境物流成本优化 — EU 头程 + FBA 费用结构","kr":"16.8 Cross-Border Logistics Cost Optimization — EU Head Freight & FBA Fee Structure"}]},{"title":"第十七章:欧盟认证全景 — CE / GPSR / WEEE / REACH / RoHS / LUCID / Tri-Man","sections":[{"id":"ch17-s1","title":"17.1 CE 标志体系 — 不同指令对应不同产品类别","kr":"17.1 CE Marking System — Different Directives for Different Products"},{"id":"ch17-s2","title":"17.2 GPSR 2025/12/13 — 通用产品安全法规全面生效","kr":"17.2 GPSR 2025/12/13 — General Product Safety Regulation Takes Full Effect"},{"id":"ch17-s3","title":"17.3 WEEE — 电子废弃物注册(各国独立)","kr":"17.3 WEEE — E-Waste Registration by Country"},{"id":"ch17-s4","title":"17.4 REACH — 化学品合规(SVoC/SVHC 限量)","kr":"17.4 REACH — Chemical Compliance (SVOC/SVHC Restrictions)"},{"id":"ch17-s5","title":"17.5 LUCID 德国包装法 — 在 DE 销售必须注册","kr":"17.5 LUCID — German Packaging Law Registration"},{"id":"ch17-s6","title":"17.6 Tri-Man(法国)— 法国包装回收注册","kr":"17.6 Tri-Man France — French Packaging Recycling Registration"},{"id":"ch17-s7","title":"17.7 合规文件管理 SOP — 每款 SKU 的合规档案","kr":"17.7 Compliance Document Management SOP — Per-SKU Compliance File"}]},{"title":"第十八章:风险管理 — VAT 稽查 / 品牌侵权 / 账号关联 / 冻结资金 SOP","sections":[{"id":"ch18-s1","title":"18.1 德国 F22 VAT 追溯审核 — 最被忽视的高风险","kr":"18.1 German F22 VAT Retrospective Audit — The Most Overlooked High Risk"},{"id":"ch18-s2","title":"18.2 EU 品牌侵权防御 + 恶意投诉应对","kr":"18.2 EU Brand Infringement Defense & Malicious Complaint Response"},{"id":"ch18-s3","title":"18.3 账号关联识别与预防 — 同一公司多账号管理","kr":"18.3 Account Linkage: Identification & Prevention — Multi-Account Management"},{"id":"ch18-s4","title":"18.4 冻结资金应对 SOP — 3 类原因 + 对应解封流程","kr":"18.4 Frozen Funds Response SOP — 3 Causes & Resolution Workflows"},{"id":"ch18-s5","title":"18.5 买家投诉 + ODR 管理 — 欧洲站健康指标","kr":"18.5 Buyer Complaints & ODR Management — EU Account Health Metrics"},{"id":"ch18-s6","title":"18.6 Amazon EU 服务商深度测评:Pan-EU VAT / OSS / IOSS 代报 / 欧盟多国合规服务商","kr":"18.6 Amazon EU Agency: Pan-EU VAT / OSS / IOSS / EU Multi-Country Compliance"}]},{"title":"第十九章:进阶运营 — 多账号矩阵 / Amazon Business EU / Brand Store / Vine EU / AMC","sections":[{"id":"ch19-s1","title":"19.1 合规多账号矩阵 — 同一集团下的品牌分离策略","kr":"19.1 Compliant Multi-Account Matrix — Brand Separation Strategy"},{"id":"ch19-s2","title":"19.2 Amazon Business EU — B2B 企业买家渠道","kr":"19.2 Amazon Business EU — B2B Enterprise Buyer Channel"},{"id":"ch19-s3","title":"19.3 Brand Store EU — 多语言品牌旗舰店","kr":"19.3 Brand Store EU — Multi-language Brand Flagship Store"},{"id":"ch19-s4","title":"19.4 Vine EU — 欧洲跨语言评价计划","kr":"19.4 Vine EU — Cross-Language Review Programme"},{"id":"ch19-s5","title":"19.5 AMC(Amazon Marketing Cloud)— EU 高阶广告数据分析","kr":"19.5 Amazon Marketing Cloud — Advanced EU Advertising Analytics"}]},{"title":"第二十章:2026 欧盟最新动态 — GPSR 生效 / DAC7 首次报送 / Omnibus 落地 / Rufus 多语言","sections":[{"id":"ch20-s1","title":"20.1 GPSR 2025/12/13 生效 — 卖家行动清单","kr":"20.1 GPSR Effective 2025/12/13 — Seller Action Checklist"},{"id":"ch20-s2","title":"20.2 DAC7 首次报送 — 税务透明化时代的合规要求","kr":"20.2 DAC7 First Filing — Compliance in the Tax Transparency Era"},{"id":"ch20-s3","title":"20.3 Omnibus 全面执法 — 虚假大促定价的终结","kr":"20.3 Omnibus Full Enforcement — End of Fake Promotional Pricing"},{"id":"ch20-s4","title":"20.4 Rufus AI 多语言全量推出 — 搜索行为正在改变","kr":"20.4 Rufus AI Multi-language Full Launch — Search Behavior Is Changing"},{"id":"ch20-s5","title":"20.5 2026 其他关键变化 — Amazon Haul EU / EUDR / AI Act","kr":"20.5 Other 2026 Key Changes — Amazon Haul EU, EUDR & AI Act"}]},{"title":"第二十一章:作者最终寄语 — 从小白到大神的成长路径","sections":[{"id":"ch21-s1","title":"21.1 从小白到大神 — 4 阶段成长路径","kr":"21.1 From Newcomer to Expert — 4-Stage Growth Path"},{"id":"ch21-s2","title":"21.2 心态管理 — 欧洲站特有的心理挑战","kr":"21.2 Mindset Management — Unique Mental Challenges of EU Selling"},{"id":"ch21-s3","title":"21.3 节奏管理 — 不要同时做太多事","kr":"21.3 Pace Management — Don't Try to Do Everything at Once"},{"id":"ch21-s4","title":"21.4 社群建设 — 不要单打独斗","kr":"21.4 Community Building — Don't Go It Alone"},{"id":"ch21-s5","title":"21.5 值得注意的地方 — 写在最后","kr":"21.5 Key Reminders — Closing Thoughts"}]},{"title":"附录:欧洲运营速查工具箱 — 五语术语 / 卖家资源 / 合规检查清单 / 月度 KPI 模板","sections":[{"id":"ch22-s1","title":"附录 A:DE/FR/IT/ES/NL 五语核心术语对照表","kr":"Appendix A: 5-Language Key Terms — DE/FR/IT/ES/NL"},{"id":"ch22-s2","title":"附录 B:EU 卖家必备资源 — 官方链接 + 工具推荐","kr":"Appendix B: Essential EU Seller Resources — Official Links & Recommended Tools"},{"id":"ch22-s3","title":"附录 C:合规检查清单 — 按品类分","kr":"Appendix C: Compliance Checklist by Product Category"},{"id":"ch22-s4","title":"附录 D:月度 KPI 追踪模板 — 可直接使用","kr":"Appendix D: Monthly KPI Tracking Template — Ready to Use"},{"id":"ch22-s5","title":"附录 E:EU 年度大促 + 节假日快速参考(2026)","kr":"Appendix E: EU Annual Promo & Holiday Quick Reference (2026)"},{"id":"ch22-s6","title":"附录 F:EU 快速合规 FAQ — 最常问的 20 个问题","kr":"Appendix F: EU Compliance Quick FAQ — Top 20 Questions"},{"id":"ch22-s7","title":"附录 G:作者总结语 — 致每一位认真读完这本手册的卖家","kr":"Appendix G: Author's Summary — To Every Seller Who Read This Through"}]}]

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20 章 220+ 小节 Pan-EU 辐射 6 小站

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