跨境电商品牌建设 · 从 0 到大神教程书籍

[{"id":"ch1","title":"第一章 品牌建设路线图：从无品牌卖货到品牌矩阵的三阶段跃迁","sections":[{"id":"ch1-s1","title":"本章导读","kr":""},{"id":"ch1-s2","title":"1.1 为什么要有路线图","kr":""},{"id":"ch1-s3","title":"1.2 第一阶段：无品牌卖货（月销 0 → $10,000）","kr":""},{"id":"ch1-s4","title":"1.3 第二阶段：子品牌（月销 $10,000 → $100,000）","kr":""},{"id":"ch1-s5","title":"1.4 第三阶段：品牌矩阵（月销 $100,000+，多品类）","kr":""},{"id":"ch1-s6","title":"1.5 三阶段里程碑对照表","kr":""},{"id":"ch1-s7","title":"1.6 案例：Anker 的三阶段实录","kr":""},{"id":"ch1-s8","title":"1.7 你现在在哪个阶段——自检清单","kr":""}]},{"id":"ch2","title":"第二章 跨境品牌的本质：平台店铺 vs 独立站品牌 vs 真正的品牌资产","sections":[{"id":"ch2-s1","title":"本章导读","kr":""},{"id":"ch2-s2","title":"2.1 品牌的三层定义","kr":""},{"id":"ch2-s3","title":"2.2 国内品牌 vs 跨境品牌：五大本质差异","kr":""},{"id":"ch2-s4","title":"2.3 平台店铺品牌的天花板","kr":""},{"id":"ch2-s5","title":"2.4 什么是真正的品牌资产","kr":""},{"id":"ch2-s6","title":"2.5 跨境品牌估值方法简介","kr":""},{"id":"ch2-s7","title":"2.6 PANDAO 的品牌观","kr":""},{"id":"ch2-s8","title":"2.7 本章行动清单","kr":""}]},{"id":"ch3","title":"第三章 品牌定位 — STP 框架跨境实战版","sections":[{"id":"ch3-s1","title":"本章导读","kr":""},{"id":"ch3-s2","title":"3.1 什么是 STP，为什么跨境版不一样","kr":""},{"id":"ch3-s3","title":"3.2 Segmenting（市场细分）— 跨境三维细分法","kr":""},{"id":"ch3-s4","title":"3.3 Targeting（目标选择）— 跨境卖家的四个目标类型","kr":""},{"id":"ch3-s5","title":"3.4 Positioning（定位）— 跨境版品牌定位公式","kr":""},{"id":"ch3-s6","title":"3.5 竞争定位矩阵的实操方法","kr":""},{"id":"ch3-s7","title":"3.6 定位的五个检验标准","kr":""},{"id":"ch3-s8","title":"3.7 真实案例：Pomelo Fashion 的精准定位","kr":""},{"id":"ch3-s9","title":"3.8 定位到 Listing 的转化：关键词锚定","kr":""}]},{"id":"ch4","title":"第四章 品牌 VI 系统：Logo、配色、字体、包装的真实外包价格与 AI 替代方案","sections":[{"id":"ch4-s1","title":"本章导读","kr":""},{"id":"ch4-s2","title":"4.1 什么是 VI 系统，跨境卖家需要做到什么程度","kr":""},{"id":"ch4-s3","title":"4.2 Logo 设计：真实价格对比","kr":""},{"id":"ch4-s4","title":"4.3 配色系统：实操步骤","kr":""},{"id":"ch4-s5","title":"4.4 字体选择：免费可商用字体清单","kr":""},{"id":"ch4-s6","title":"4.5 包装设计：真实成本拆解","kr":""},{"id":"ch4-s7","title":"4.6 AI 工具在 VI 设计中的实际用法","kr":""},{"id":"ch4-s8","title":"4.7 VI 一致性检查表","kr":""},{"id":"ch4-s9","title":"4.8 VI 预算总结对照表","kr":""}]},{"id":"ch5","title":"第五章 商标注册实战：USPTO / 中国 / 欧盟 EUIPO / 日本 JPO 完整操作指南","sections":[{"id":"ch5-s1","title":"本章导读","kr":""},{"id":"ch5-s2","title":"5.1 商标的基础知识：你需要注册什么","kr":""},{"id":"ch5-s3","title":"5.2 美国 USPTO 商标注册全流程","kr":""},{"id":"ch5-s4","title":"5.3 中国商标注册（国家知识产权局）","kr":""},{"id":"ch5-s5","title":"5.4 欧盟 EUIPO 商标注册","kr":""},{"id":"ch5-s6","title":"5.5 日本 JPO 商标注册","kr":""},{"id":"ch5-s7","title":"5.6 马德里协定：一次申请多国路线","kr":""},{"id":"ch5-s8","title":"5.7 商标被抢注了怎么办","kr":""},{"id":"ch5-s9","title":"5.8 商标注册优先级建议","kr":""}]},{"id":"ch6","title":"第六章 Amazon Brand Registry 品牌备案：申请流程、A+ Content 与 Storefront 完整操作","sections":[{"id":"ch6-s1","title":"本章导读","kr":""},{"id":"ch6-s2","title":"6.1 Brand Registry 的核心功能","kr":""},{"id":"ch6-s3","title":"6.2 Brand Registry 申请条件与步骤","kr":""},{"id":"ch6-s4","title":"6.3 A+ Content 制作实战","kr":""},{"id":"ch6-s5","title":"6.4 Brand Storefront 搭建实战","kr":""},{"id":"ch6-s6","title":"6.5 Sponsored Brands 广告实战","kr":""},{"id":"ch6-s7","title":"6.6 Brand Analytics 数据利用","kr":""},{"id":"ch6-s8","title":"6.7 Transparency 防伪计划（月销 $50,000+ 适用）","kr":""},{"id":"ch6-s9","title":"6.8 Brand Registry 功能使用优先级","kr":""}]},{"id":"ch7","title":"第七章 独立站建设：Shopify / WooCommerce / 自建选型 + 真实搭建步骤","sections":[{"id":"ch7-s1","title":"本章导读","kr":""},{"id":"ch7-s2","title":"7.1 三大建站方案对比","kr":""},{"id":"ch7-s3","title":"7.2 Shopify 搭建全流程","kr":""},{"id":"ch7-s4","title":"7.3 WooCommerce 搭建流程","kr":""},{"id":"ch7-s5","title":"7.4 独立站的 6 个必须有的转化元素","kr":""},{"id":"ch7-s6","title":"7.5 独立站与亚马逊的联动策略","kr":""},{"id":"ch7-s7","title":"7.6 独立站速度优化（直接影响 SEO 和转化率）","kr":""}]},{"id":"ch8","title":"第八章 域名策略：.com 抢注、防御注册与真实价格","sections":[{"id":"ch8-s1","title":"本章导读","kr":""},{"id":"ch8-s2","title":"8.1 域名的基础认知","kr":""},{"id":"ch8-s3","title":"8.2 后缀选择：真实价格与适用场景","kr":""},{"id":"ch8-s4","title":"8.3 域名注册商选择","kr":""},{"id":"ch8-s5","title":"8.4 二手域名购买：真实价格与平台","kr":""},{"id":"ch8-s6","title":"8.5 防御性域名注册","kr":""},{"id":"ch8-s7","title":"8.6 域名被恶意注册的应对方案","kr":""},{"id":"ch8-s8","title":"8.7 域名与 SEO 的关系","kr":""},{"id":"ch8-s9","title":"8.8 品牌邮箱：域名邮箱设置","kr":""}]},{"id":"ch9","title":"第九章 内容营销：博客 SEO、长尾词策略与用户故事","sections":[{"id":"ch9-s1","title":"本章导读","kr":""},{"id":"ch9-s2","title":"9.1 内容营销对跨境品牌的核心价值","kr":""},{"id":"ch9-s3","title":"9.2 关键词研究：找到值得写的内容","kr":""},{"id":"ch9-s4","title":"9.3 内容类型与选题框架","kr":""},{"id":"ch9-s5","title":"9.4 内容 SEO 写作 SOP","kr":""},{"id":"ch9-s6","title":"9.5 用户故事 SOP","kr":""},{"id":"ch9-s7","title":"9.6 内容分发：写好了怎么推","kr":""}]},{"id":"ch10","title":"第十章 KOL/KOC 合作：美区、欧洲、东南亚真实报价与平台","sections":[{"id":"ch10-s1","title":"本章导读","kr":""},{"id":"ch10-s2","title":"10.1 KOL vs KOC vs 达人：定义与选择逻辑","kr":""},{"id":"ch10-s3","title":"10.2 美区 KOL 真实报价（2024-2025）","kr":""},{"id":"ch10-s4","title":"10.3 欧洲市场 KOL 报价","kr":""},{"id":"ch10-s5","title":"10.4 东南亚市场 KOL 报价","kr":""},{"id":"ch10-s6","title":"10.5 KOL 寻找平台","kr":""},{"id":"ch10-s7","title":"10.6 KOL 合同必备条款","kr":""},{"id":"ch10-s8","title":"10.7 KOL 效果追踪","kr":""}]},{"id":"ch11","title":"第十一章 社交媒体矩阵：Instagram、Pinterest、TikTok、YouTube 跨境品牌打法","sections":[{"id":"ch11-s1","title":"本章导读","kr":""},{"id":"ch11-s2","title":"11.1 平台选择框架","kr":""},{"id":"ch11-s3","title":"11.2 Instagram 跨境品牌打法","kr":""},{"id":"ch11-s4","title":"11.3 Pinterest 跨境品牌打法","kr":""},{"id":"ch11-s5","title":"11.4 TikTok 跨境品牌打法","kr":""},{"id":"ch11-s6","title":"11.5 YouTube 跨境品牌打法","kr":""},{"id":"ch11-s7","title":"11.6 社媒矩阵管理工具","kr":""}]},{"id":"ch12","title":"第十二章 邮件营销与 Newsletter：Klaviyo/Mailchimp 流程与高转化模板","sections":[{"id":"ch12-s1","title":"本章导读","kr":""},{"id":"ch12-s2","title":"12.1 邮件营销的真实 ROI","kr":""},{"id":"ch12-s3","title":"12.2 Klaviyo vs Mailchimp：选哪个","kr":""},{"id":"ch12-s4","title":"12.3 必设的 5 个邮件自动化流程","kr":""},{"id":"ch12-s5","title":"12.4 Newsletter（品牌周刊/月刊）策略","kr":""},{"id":"ch12-s6","title":"12.5 高转化邮件主题行写法","kr":""},{"id":"ch12-s7","title":"12.6 邮件营销 KPI 目标","kr":""}]},{"id":"ch13","title":"第十三章 客户社群运营：Facebook Group、Discord、Telegram 跨境品牌实战","sections":[{"id":"ch13-s1","title":"本章导读","kr":""},{"id":"ch13-s2","title":"13.1 为什么需要品牌社群","kr":""},{"id":"ch13-s3","title":"13.2 平台选择：Facebook Group vs Discord vs Telegram","kr":""},{"id":"ch13-s4","title":"13.3 Facebook Group 建群实战","kr":""},{"id":"ch13-s5","title":"13.4 Discord 社群运营","kr":""},{"id":"ch13-s6","title":"13.5 Telegram 运营","kr":""},{"id":"ch13-s7","title":"13.6 社群质量维护：避免「死群」","kr":""},{"id":"ch13-s8","title":"13.7 社群运营工具与预算参考","kr":""}]},{"id":"ch14","title":"第十四章 品牌故事化：创始人故事、工厂故事、用户证言 SOP","sections":[{"id":"ch14-s1","title":"本章导读","kr":""},{"id":"ch14-s2","title":"14.1 故事化品牌的商业价值","kr":""},{"id":"ch14-s3","title":"14.2 创始人故事的结构模板","kr":""},{"id":"ch14-s4","title":"14.3 工厂故事：供应链透明化的品牌价值","kr":""},{"id":"ch14-s5","title":"14.4 用户证言（Testimonials）系统化收集 SOP","kr":""},{"id":"ch14-s6","title":"14.5 品牌故事在各渠道的适配版本","kr":""},{"id":"ch14-s7","title":"14.6 PANDAO 的品牌故事范本","kr":""},{"id":"ch14-s8","title":"14.7 品牌故事内容生产成本参考","kr":""}]},{"id":"ch15","title":"第十五章 视觉资产管理：产品摄影、AI 生图与视频素材库建设","sections":[{"id":"ch15-s1","title":"本章导读","kr":""},{"id":"ch15-s2","title":"15.1 产品图集的最低标准","kr":""},{"id":"ch15-s3","title":"15.2 产品摄影方案选择","kr":""},{"id":"ch15-s4","title":"15.3 AI 生图在产品视觉中的应用","kr":""},{"id":"ch15-s5","title":"15.4 产品视频：种类与成本","kr":""},{"id":"ch15-s6","title":"15.5 视觉资产管理系统","kr":""}]},{"id":"ch16","title":"第十六章 品牌口碑管理：Reclame AQUI、Trustpilot、Reviews.io 各国处理 SOP","sections":[{"id":"ch16-s1","title":"本章导读","kr":""},{"id":"ch16-s2","title":"16.1 各国主流评价平台概览","kr":""},{"id":"ch16-s3","title":"16.2 Trustpilot 管理 SOP","kr":""},{"id":"ch16-s4","title":"16.3 Reclame AQUI 巴西市场处理 SOP","kr":""},{"id":"ch16-s5","title":"16.4 亚马逊差评管理","kr":""},{"id":"ch16-s6","title":"16.5 社媒口碑监控工具","kr":""}]},{"id":"ch17","title":"第十七章 IP 侵权处理：专利、商标、版权与侵权应对完整 SOP","sections":[{"id":"ch17-s1","title":"本章导读","kr":""},{"id":"ch17-s2","title":"17.1 IP（知识产权）的四大类别","kr":""},{"id":"ch17-s3","title":"17.2 商标侵权：如何发现、如何处理","kr":""},{"id":"ch17-s4","title":"17.3 外观设计专利（Design Patent）实战","kr":""},{"id":"ch17-s5","title":"17.4 版权侵权常见场景和处理","kr":""},{"id":"ch17-s6","title":"17.5 专利流氓（Patent Troll）应对","kr":""}]},{"id":"ch18","title":"第十八章 品牌融资准备：国内 VC、美国 VC 与跨境品牌估值方法","sections":[{"id":"ch18-s1","title":"本章导读","kr":""},{"id":"ch18-s2","title":"18.1 跨境品牌什么时候需要融资","kr":""},{"id":"ch18-s3","title":"18.2 跨境品牌的估值方法","kr":""},{"id":"ch18-s4","title":"18.3 国内 VC：跨境电商投资格局","kr":""},{"id":"ch18-s5","title":"18.4 美国 VC：跨境品牌投资偏好","kr":""},{"id":"ch18-s6","title":"18.5 融资材料清单","kr":""}]},{"id":"ch19","title":"第十九章 品牌出海路径：中国→北美、中国→欧洲、中国→东南亚的真实案例","sections":[{"id":"ch19-s1","title":"本章导读","kr":""},{"id":"ch19-s2","title":"19.1 三条出海路径的基本特征对比","kr":""},{"id":"ch19-s3","title":"19.2 中国→北美路径：三种打法","kr":""},{"id":"ch19-s4","title":"19.3 中国→欧洲路径：合规是第一关","kr":""},{"id":"ch19-s5","title":"19.4 中国→东南亚路径：增速最快的战场","kr":""}]},{"id":"ch20","title":"第二十章 头部品牌案例拆解：Anker、SHEIN、DJI、Xiaomi 的真实路径","sections":[{"id":"ch20-s1","title":"本章导读","kr":""},{"id":"ch20-s2","title":"20.1 Anker：从 Amazon 卖家到上市品牌集团","kr":""},{"id":"ch20-s3","title":"20.2 SHEIN：快时尚的 DTC 极端版","kr":""},{"id":"ch20-s4","title":"20.3 DJI：技术品牌的全球化路径","kr":""},{"id":"ch20-s5","title":"20.4 Xiaomi（小米）：生态品牌的矩阵化路径","kr":""}]},{"id":"ch21","title":"第二十一章 PANDAO 真实经验：韩国跨境 6 年看过的品牌起落","sections":[{"id":"ch21-s1","title":"本章导读","kr":""},{"id":"ch21-s2","title":"21.1 韩国跨境市场的独特性","kr":""},{"id":"ch21-s3","title":"21.2 我们做对的事情","kr":""},{"id":"ch21-s4","title":"21.3 我们踩过的坑","kr":""},{"id":"ch21-s5","title":"21.4 韩国市场 2024-2025 年的最新变化","kr":""},{"id":"ch21-s6","title":"21.5 给想进韩国市场的卖家的建议","kr":""}]},{"id":"ch22","title":"附录 品牌资源包：商标查询、设计模板、KOL 平台与工具清单","sections":[{"id":"ch22-s1","title":"A1 商标查询资源","kr":""},{"id":"ch22-s2","title":"A2 域名与建站工具","kr":""},{"id":"ch22-s3","title":"A3 设计工具全清单","kr":""},{"id":"ch22-s4","title":"A4 KOL/KOC 平台清单","kr":""},{"id":"ch22-s5","title":"A5 邮件营销与自动化工具","kr":""},{"id":"ch22-s6","title":"A6 SEO 工具","kr":""},{"id":"ch22-s7","title":"A7 客服与口碑管理工具","kr":""},{"id":"ch22-s8","title":"A8 资金/支付/财务工具","kr":""},{"id":"ch22-s9","title":"A9 分析与数据工具","kr":""},{"id":"ch22-s10","title":"A10 PANDAO 推荐的品牌建设年度最低预算","kr":""},{"id":"ch22-s11","title":"A11 参考资源","kr":""}]}]

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