Rakuten JP(乐天市场)运营手册

[{"title":"第一章:乐天市场 Rakuten Ichiba 从零起步 - 平台认知与冷启动路线图","sections":[{"id":"ch01-s1","title":"1.1 3 阶段路线图:冷启动 ¥0 → 月销 ¥10M+","kr":"1.1 3-Stage Roadmap: Cold-Start ¥0 → JPY 10M+/Month"},{"id":"ch01-s2","title":"1.2 Rakuten 大盘速读:2025 年你必须记的 9 个数字","kr":"1.2 Rakuten Market Snapshot: 9 Numbers You Must Know in 2025"},{"id":"ch01-s3","title":"1.3 你必须懂的 3 个算法底层","kr":"1.3 3 Algorithm Fundamentals You Must Understand"},{"id":"ch01-s4","title":"1.4 第一周:RMS 店铺开设 SOP","kr":"1.4 Week 1: RMS Store Setup SOP"},{"id":"ch01-s5","title":"1.5 第一个月:首单 SOP(Week 1-4)","kr":"1.5 Month 1: First Sale SOP (Week 1-4)"},{"id":"ch01-s6","title":"1.6 选品 4 淘汰:什么品在乐天卖不动","kr":"1.6 Product Selection: 4 Elimination Filters for Rakuten"},{"id":"ch01-s7","title":"1.7 新手 10 错:在乐天最快败光的方式","kr":"1.7 Top 10 Beginner Mistakes on Rakuten"},{"id":"ch01-s8","title":"1.8 Rakuten vs Amazon JP:5 个本质差异","kr":"1.8 Rakuten vs Amazon JP: 5 Fundamental Differences"},{"id":"ch01-s9","title":"1.9 冷启动 KPI 仪表盘:90 天 4 个生死指标","kr":"1.9 Cold-Start KPI Dashboard: 4 Survival Metrics for 90 Days"},{"id":"ch01-s10","title":"1.10 本书使用手册:怎么读才不浪费","kr":"1.10 How to Use This Manual: Reading Guide"},{"id":"ch01-s11","title":"1.11 2026 Rakuten 4 件大事:你需要提前准备什么","kr":"1.11 4 Major Rakuten Developments in 2026: What to Prepare Now"},{"id":"ch01-s12","title":"1.12 10 行动点:读完本章立刻去做","kr":"1.12 10 Action Items: Do These Right After Reading"}]},{"title":"第二章:乐天生态全景 - 楽天 Ichiba / Mobile / Pay / Card / 1.3 亿会员","sections":[{"id":"ch02-s1","title":"2.1 Rakuten 超级生态:11 个业务板块与电商的协同","kr":"2.1 Rakuten Super Ecosystem: 11 Business Units & E-commerce Synergy"},{"id":"ch02-s2","title":"2.2 1.3 亿会员结构:谁是你的目标买家","kr":"2.2 130 Million Member Structure: Who Is Your Target Buyer"},{"id":"ch02-s3","title":"2.3 楽天超级积分 SPU:倍率叠加的数学逻辑","kr":"2.3 Rakuten SPU: The Math Behind Point Multiplier Stacking"},{"id":"ch02-s4","title":"2.4 Rakuten Pay / Card 如何影响买家下单决策","kr":"2.4 How Rakuten Pay / Card Drives Purchase Decisions"},{"id":"ch02-s5","title":"2.5 跨生态流量路径:如何借 Rakuten Travel / Books 引流","kr":"2.5 Cross-Ecosystem Traffic: How to Drive Traffic from Travel & Books"},{"id":"ch02-s6","title":"2.6 生态理解的 5 大新手错误","kr":"2.6 Top 5 Beginner Mistakes in Understanding the Ecosystem"},{"id":"ch02-s7","title":"2.7 3 阶段生态运用路线图","kr":"2.7 3-Stage Ecosystem Utilization Roadmap"}]},{"title":"第三章:RMS 店铺后台全模块操作手册","sections":[{"id":"ch03-s1","title":"3.1 首次登录 RMS:必须完成的 8 项初始配置","kr":"3.1 First Login to RMS: 8 Essential Initial Configurations"},{"id":"ch03-s2","title":"3.2 商品管理模块:上架 / 编辑 / 批量操作全流程","kr":"3.2 Product Management Module: Listing, Editing & Bulk Operations"},{"id":"ch03-s3","title":"3.3 注文(订单)管理模块:从下单到发货全流程","kr":"3.3 Order Management Module: From Purchase to Fulfillment"},{"id":"ch03-s4","title":"3.4 RMS 数据分析工具:6 个必看报表","kr":"3.4 RMS Analytics: 6 Must-Read Reports"},{"id":"ch03-s5","title":"3.5 クーポン・ポイント管理:促销工具全解","kr":"3.5 Coupon & Point Management: Promotion Tools Complete Guide"},{"id":"ch03-s6","title":"3.6 RMS 操作 KPI 基准线","kr":"3.6 RMS Operation KPI Benchmarks"}]},{"title":"第四章:RMS 开店 SOP - 申请 / 年费 ¥50K / 法人要求 / 审核 2-8 周","sections":[{"id":"ch04-s1","title":"4.1 乐天开店门槛全景:比 Amazon JP 严格在哪里","kr":"4.1 Rakuten Store Opening Requirements: Why It"},{"id":"ch04-s2","title":"4.2 日本法人设立:3 条路径详解","kr":"4.2 Japanese Legal Entity: 3 Paths Explained"},{"id":"ch04-s3","title":"4.3 乐天开店申请 SOP:Day by Day 操作","kr":"4.3 Rakuten Store Application SOP: Day-by-Day Operations"},{"id":"ch04-s4","title":"4.4 年费计划深度对比:哪个方案最适合你","kr":"4.4 Annual Fee Plan Deep Comparison: Which Plan Is Right for You"},{"id":"ch04-s5","title":"4.5 审核等待期:2-8 周能做什么","kr":"4.5 During Review: What to Do in the 2-8 Week Wait"},{"id":"ch04-s6","title":"4.6 开店申请 5 大新手错误","kr":"4.6 Top 5 Mistakes in the Store Opening Application"}]},{"title":"第五章:Listing SOP - 日语标题 + 详情页设计 + 店铺装修","sections":[{"id":"ch05-s1","title":"5.1 日语商品标题:前 36 字公式 + 关键词布局","kr":"5.1 Japanese Product Title: 36-Character Formula & Keyword Layout"},{"id":"ch05-s2","title":"5.2 乐天商品详情页:8 段标准结构","kr":"5.2 Rakuten Product Detail Page: 8-Section Standard Structure"},{"id":"ch05-s3","title":"5.3 商品图片规范:6 张必备 + 手机端优先","kr":"5.3 Product Image Standards: 6 Required Shots + Mobile-First"},{"id":"ch05-s4","title":"5.4 店铺装修 SOP:首页 / 导航 / 品牌故事","kr":"5.4 Store Design SOP: Top Page / Navigation / Brand Story"},{"id":"ch05-s5","title":"5.5 RMS SEO 评分从 50 分提升到 90 分的操作路线图","kr":"5.5 RMS SEO Score Improvement Roadmap: 50 → 90 Points"}]},{"title":"第六章:定价 + 楽天超级积分 SPU 叠加策略","sections":[{"id":"ch06-s1","title":"6.1 乐天定价公式:考虑积分成本的利润计算","kr":"6.1 Rakuten Pricing Formula: Profit Calculation Including Point Costs"},{"id":"ch06-s2","title":"6.2 SPU 倍率叠加操作:如何合法堆到 10+ 倍","kr":"6.2 SPU Multiplier Stacking: How to Legally Stack 10+ Times"},{"id":"ch06-s3","title":"6.3 会员日 0/5 日定价节奏:每月 6 天的战略安排","kr":"6.3 Member Day (0/5 Days) Pricing Rhythm: Strategic Planning for 6 Days per Month"},{"id":"ch06-s4","title":"6.4 积分成本管理:不能无限加倍率的原因","kr":"6.4 Point Cost Management: Why You Can"},{"id":"ch06-s5","title":"6.5 定价 + SPU 的 5 大新手错误","kr":"6.5 Top 5 Pricing & SPU Mistakes"},{"id":"ch06-s6","title":"6.6 3 阶段 SPU 策略进化路线图","kr":"6.6 3-Stage SPU Strategy Evolution Roadmap"}]},{"title":"第七章:RSL(Rakuten Super Logistics)仓操作全指南","sections":[{"id":"ch07-s1","title":"7.1 RSL vs Amazon FBA:核心差异","kr":"7.1 RSL vs Amazon FBA: Core Differences"},{"id":"ch07-s2","title":"7.2 RSL 接入 SOP:从申请到首批入库","kr":"7.2 RSL Onboarding SOP: From Application to First Inventory"},{"id":"ch07-s3","title":"7.3 RSL 费用结构:完整成本拆解","kr":"7.3 RSL Fee Structure: Complete Cost Breakdown"},{"id":"ch07-s4","title":"7.4 RSL 入库操作标准:避免入库拒收","kr":"7.4 RSL Inbound Standards: Avoiding Rejection"},{"id":"ch07-s5","title":"7.5 RSL 适用场景判断:该不该用 RSL","kr":"7.5 When to Use RSL: Decision Framework"}]},{"title":"第八章:自发货模式 + 送料 Compass 全攻略","sections":[{"id":"ch08-s1","title":"8.1 日本本地仓库选型:3 种方案对比","kr":"8.1 Japan Local Warehouse Options: 3 Approaches Compared"},{"id":"ch08-s2","title":"8.2 日本主要配送会社对比:ヤマト / 佐川 / 日本郵便","kr":"8.2 Japan Major Carriers: Yamato / Sagawa / Japan Post Comparison"},{"id":"ch08-s3","title":"8.3 送料 Compass:乐天免运费新规则","kr":"8.3 Rakuten Delivery Compass: New Free Shipping Rules"},{"id":"ch08-s4","title":"8.4 自发货日常操作 SOP","kr":"8.4 Self-Fulfillment Daily Operations SOP"},{"id":"ch08-s5","title":"8.5 自发货 5 大新手错误","kr":"8.5 Top 5 Self-Fulfillment Mistakes"}]},{"title":"第九章:中日物流 + 通关 + 海外仓全攻略","sections":[{"id":"ch09-s1","title":"9.1 中日物流方式:5 种方案全对比","kr":"9.1 China-Japan Logistics Options: 5 Methods Compared"},{"id":"ch09-s2","title":"9.2 日本进口通关 SOP:从到港到清关","kr":"9.2 Japan Import Customs Clearance SOP: Port Arrival to Clearance"},{"id":"ch09-s3","title":"9.3 日本进口税率:主要品类关税 + 消费税","kr":"9.3 Japan Import Tariff Rates: Key Categories + Consumption Tax"},{"id":"ch09-s4","title":"9.4 日本海外仓选型:位置 / 服务 / 成本","kr":"9.4 Japan Overseas Warehouse Selection: Location / Service / Cost"},{"id":"ch09-s5","title":"9.5 中日物流 KPI 基准线","kr":"9.5 China-Japan Logistics KPI Benchmarks"}]},{"title":"第十章:日语客服(敬语必须)+ Review 管理全攻略","sections":[{"id":"ch10-s1","title":"10.1 日语敬语体系速成:客服必知 3 层结构","kr":"10.1 Japanese Keigo (Honorifics) Quick Guide: 3-Level Structure for Customer Service"},{"id":"ch10-s2","title":"10.2 标准客服邮件模板库:8 种常见场景","kr":"10.2 Standard Customer Service Email Template Library: 8 Common Scenarios"},{"id":"ch10-s3","title":"10.3 差评处理 SOP:1-3 星评价应对全流程","kr":"10.3 Negative Review Handling SOP: 1-3 Star Review Response Process"},{"id":"ch10-s4","title":"10.4 评价引导策略:合规增加好评数量","kr":"10.4 Review Generation Strategy: Compliant Methods to Increase Reviews"}]},{"title":"第十一章:RPP 广告(Rakuten Promotion Platform)CPC 实战","sections":[{"id":"ch11-s1","title":"11.1 RPP 账户设置:从零开始","kr":"11.1 RPP Account Setup: Starting From Scratch"},{"id":"ch11-s2","title":"11.2 冷启动期 RPP 投放策略:前 4 周操作手册","kr":"11.2 Cold-Start RPP Strategy: 4-Week Operation Manual"},{"id":"ch11-s3","title":"11.3 ROAS 优化:从 1.5 提升到 4.0 的操作路径","kr":"11.3 ROAS Optimization: From 1.5 to 4.0 Step by Step"},{"id":"ch11-s4","title":"11.4 RPP 竞价算法原理:为什么出价相同曝光不同","kr":"11.4 RPP Bidding Algorithm: Why Same Bid Gets Different Exposure"},{"id":"ch11-s5","title":"11.5 RPP 广告系列管理 SOP:月度操作流程","kr":"11.5 RPP Campaign Management SOP: Monthly Operations"},{"id":"ch11-s6","title":"11.6 RPP 广告 5 大新手错误","kr":"11.6 Top 5 RPP Advertising Mistakes"},{"id":"ch11-s7","title":"11.7 楽天店舗代运服务商生态地图（三档）","kr":"11.7 Rakuten Store Agency Ecosystem Map (3 Tiers)"},{"id":"ch11-s8","title":"11.8 RPP 広告代投服务商报价与 KPI 约定","kr":"11.8 RPP Ad Agency Pricing & KPI Framework"},{"id":"ch11-s9","title":"11.9 R-SKY / RMS 管理代办 & 日语客服外包筛选 SOP","kr":"11.9 R-SKY / RMS Management & Japanese CS Outsourcing SOP"}]},{"title":"第十二章:大促全攻略 - 楽天スーパーSALE + お買い物マラソン + 0/5 会员日","sections":[{"id":"ch12-s1","title":"12.1 乐天三大促销活动全景对比","kr":"12.1 Rakuten"},{"id":"ch12-s2","title":"12.2 楽天スーパーSALE 完整操作 SOP","kr":"12.2 Rakuten Super Sale Complete Operations SOP"},{"id":"ch12-s3","title":"12.3 お買い物マラソン策略:多店铺积分叠加效应","kr":"12.3 Shopping Marathon Strategy: Multi-Store Point Stacking Effect"},{"id":"ch12-s4","title":"12.4 会员日 0/5 の日战术手册","kr":"12.4 Member Day (0/5 Days) Tactical Manual"},{"id":"ch12-s5","title":"12.5 3 阶段大促参与策略进化","kr":"12.5 3-Stage Promotion Participation Strategy Evolution"}]},{"title":"第十三章:SEO - RMS SEO + 楽天搜索排名 + 关键词研究","sections":[{"id":"ch13-s1","title":"13.1 乐天搜索排名三维模型","kr":"13.1 Rakuten Search Ranking Three-Dimensional Model"},{"id":"ch13-s2","title":"13.2 乐天关键词研究 SOP:5 步找到高价值关键词","kr":"13.2 Rakuten Keyword Research SOP: 5 Steps to Find High-Value Keywords"},{"id":"ch13-s3","title":"13.3 RMS SEO 评分提升:从 60 分到 90 分的具体操作","kr":"13.3 RMS SEO Score Improvement: Specific Steps from 60 to 90 Points"},{"id":"ch13-s4","title":"13.4 长尾关键词策略:低竞争高转化的流量来源","kr":"13.4 Long-tail Keyword Strategy: Low Competition, High Conversion Traffic"},{"id":"ch13-s5","title":"13.5 SEO 月度监控 SOP","kr":"13.5 Monthly SEO Monitoring SOP"}]},{"title":"第十四章:数据分析 - RMS 数据面板 / SPU 监控 / 月度复盘","sections":[{"id":"ch14-s1","title":"14.1 RMS 数据模块全景:8 个必用分析工具","kr":"14.1 RMS Data Modules Overview: 8 Essential Analytics Tools"},{"id":"ch14-s2","title":"14.2 日常数据监控 KPI 仪表盘","kr":"14.2 Daily Data Monitoring KPI Dashboard"},{"id":"ch14-s3","title":"14.3 月度复盘模板:每月必做的 10 项数据回顾","kr":"14.3 Monthly Review Template: 10 Must-Do Data Reviews"},{"id":"ch14-s4","title":"14.4 SPU 效果监控:积分 ROI 计算方法","kr":"14.4 SPU Effect Monitoring: Point ROI Calculation"}]},{"title":"第十五章:选品 - 日本中高客单市场 + 女性中年用户画像","sections":[{"id":"ch15-s1","title":"15.1 乐天核心买家画像:35-55 岁日本女性","kr":"15.1 Rakuten Core Buyer Persona: Japanese Women 35-55"},{"id":"ch15-s2","title":"15.2 乐天高潜力品类矩阵:中国卖家的机会在哪里","kr":"15.2 Rakuten High-Potential Category Matrix: Where Chinese Sellers Win"},{"id":"ch15-s3","title":"15.3 选品验证 5 步法:上架前确认可行性","kr":"15.3 5-Step Product Validation: Confirm Viability Before Listing"},{"id":"ch15-s4","title":"15.4 竞品研究 SOP:系统化分析竞品策略","kr":"15.4 Competitor Research SOP: Systematic Competitor Strategy Analysis"}]},{"title":"第十六章:跨境税务 - 中日 VAT / 关税 / 消费税完全指南","sections":[{"id":"ch16-s1","title":"16.1 日本消费税(消費税):2 档税率详解","kr":"16.1 Japan Consumption Tax: 2-Rate System Explained"},{"id":"ch16-s2","title":"16.2 中国到日本进口关税:品类完整税率表","kr":"16.2 China to Japan Import Tariffs: Complete Category Rate Table"},{"id":"ch16-s3","title":"16.3 中国出口退税:降低成本的关键","kr":"16.3 China Export Tax Rebate: Key to Cost Reduction"},{"id":"ch16-s4","title":"16.4 日本法人税务申报义务:年度时间表","kr":"16.4 Japan Corporate Tax Filing Obligations: Annual Calendar"}]},{"title":"第十七章:合规 - 特定商取引法 / 薬機法 / 食品卫生 / PSE","sections":[{"id":"ch17-s1","title":"17.1 特定商取引法に基づく表記:所有乐天店铺的必须义务","kr":"17.1 Specified Commercial Transactions Act: Mandatory for All Rakuten Stores"},{"id":"ch17-s2","title":"17.2 薬機法(医薬品医療機器等法):护肤品 / 化妆品 / 保健品的红线","kr":"17.2 Pharmaceutical & Medical Device Act: Red Lines for Skincare / Cosmetics / Supplements"},{"id":"ch17-s3","title":"17.3 食品衛生法:食品电商必知","kr":"17.3 Food Sanitation Act: Must-Know for Food Sellers"},{"id":"ch17-s4","title":"17.4 PSE 认证:电子产品销售的法律门槛","kr":"17.4 PSE Certification: Legal Requirement for Electrical Product Sales"}]},{"title":"第十八章:风险管理 - 店铺评分 / SPU 误用 / 年费回本 / 日语机翻惩罚","sections":[{"id":"ch18-s1","title":"18.1 店铺评分 \u003C 4.5:排名降权的临界点","kr":"18.1 Store Score Below 4.5: The Ranking Demotion Threshold"},{"id":"ch18-s2","title":"18.2 SPU 误用风险:最常见的 4 种积分设置错误","kr":"18.2 SPU Misuse Risks: 4 Most Common Point Setting Errors"},{"id":"ch18-s3","title":"18.3 年费回本危机:3 个月烧光创业金的预警信号","kr":"18.3 Annual Fee Recovery Crisis: Warning Signs Before Burning Through Startup Capital"},{"id":"ch18-s4","title":"18.4 日语机翻惩罚:乐天平台和买家的双重打击","kr":"18.4 Machine Translation Penalty: Double Impact from Platform and Buyers"}]},{"title":"第十九章:高阶进阶 - Rakuten Travel / Books 跨生态引流 / Brand Store","sections":[{"id":"ch19-s1","title":"19.1 乐天店铺等级体系:REGULAR / GOLD / PLATINUM","kr":"19.1 Rakuten Store Tier System: Regular / Gold / Platinum"},{"id":"ch19-s2","title":"19.2 品牌旗舰店(Brand Store):品牌化运营的最高阶段","kr":"19.2 Brand Store: The Highest Level of Branded Operations"},{"id":"ch19-s3","title":"19.3 跨生态引流操作手册:Travel / Books / Beauty","kr":"19.3 Cross-Ecosystem Traffic Manual: Travel / Books / Beauty"},{"id":"ch19-s4","title":"19.4 扩张期 3 阶段进化路线图","kr":"19.4 Expansion Phase 3-Stage Evolution Roadmap"}]},{"title":"第二十章:2026 Rakuten 更新 - AI 客服 / 送料 Compass 2.0 / Mobile 扩张 / 跨境简化","sections":[{"id":"ch20-s1","title":"20.1 楽天 AI サポート:AI 客服系统对中国卖家的意义","kr":"20.1 Rakuten AI Support: What AI Customer Service Means for Chinese Sellers"},{"id":"ch20-s2","title":"20.2 送料 Compass 2.0:跨店铺免运费的买家行为革命","kr":"20.2 Delivery Compass 2.0: Cross-Store Free Shipping Behavior Revolution"},{"id":"ch20-s3","title":"20.3 Rakuten Mobile 扩张:500 万高价值用户的购买力","kr":"20.3 Rakuten Mobile Expansion: Buying Power of 5 Million High-Value Users"},{"id":"ch20-s4","title":"20.4 楽天グローバルショップ:跨境入驻简化(2026 年政策窗口)","kr":"20.4 Rakuten Global Shop: Cross-Border Entry Simplification (2026 Policy Window)"},{"id":"ch20-s5","title":"20.5 2026 更新适应路线图:3 阶段行动计划","kr":"20.5 2026 Update Adaptation Roadmap: 3-Phase Action Plan"}]},{"title":"第二十一章:作者 20 条肺腑之言","sections":[{"id":"ch21-s1","title":"1-5:关于平台认知","kr":"1-5: About Platform Understanding"},{"id":"ch21-s2","title":"6-10:关于运营心态","kr":"6-10: About Operational Mindset"},{"id":"ch21-s3","title":"11-15:关于商业逻辑","kr":"11-15: About Business Logic"},{"id":"ch21-s4","title":"16-20:关于未来与行动","kr":"16-20: About Future & Action"}]},{"title":"附录:术语对照表 / KPI 基准 / 年费收支模板 / 作者总结","sections":[{"id":"chapp-s1","title":"A.1 楽天・日本电商术语日中对照表(50 条)","kr":"A.1 Rakuten / Japan E-commerce Terminology: Japanese-Chinese Reference (50 Terms)"},{"id":"chapp-s2","title":"A.2 乐天运营 KPI 基准全表","kr":"A.2 Rakuten Operations KPI Benchmark Complete Table"},{"id":"chapp-s3","title":"A.3 乐天年费收支模板:3 阶段财务规划表","kr":"A.3 Rakuten Annual Fee P&L Template: 3-Stage Financial Planning"},{"id":"chapp-s4","title":"A.4 作者总结:给每一位决定入场乐天的人","kr":"A.4 Author"}]}]

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