E-commerce Networks and Current Situation in Overseas Market
A Glance at Different Marktets
Note: This is sortedup from Cross BorderExport E-commerce Online Marketing White Paper by Morketing
E-commerce Networks and Current Situation in Overseas Market
A Glance at Different Marktets
Note: This is sortedup from Cross BorderExport E-commerce Online Marketing White Paper by Morketing
模式: B2B, B2C, C2C, M2C
痛点:
中东:Amazon, eBay, Souq

曼昆《经济学原理》 (微观、宏观)
财务报表
1.会计基础:中华会计网校 赵玉宝老师 (讲课幽默,偏应试)
2.对外经济贸易大学公开课:企业财务报表分析 by 张新民 链接
3. 对外经济贸易大学精品课程: 企业财务报表分析 链接
4. 对外经济贸易大学 · 开放资源 链接
5. Financial Markets by Robert J. Shiller
https://oyc.yale.edu/economics/econ-252
6. Finance Theory by Andrew Lo
https://ocw.mit.edu/courses/sloan-school-of-management/15-401-finance-theory-i-fall-2008/
“太阳底下无新事。今天再多困惑与不解,都可在书中找到解答,尤其推荐同一主题下系列阅读,启发更大。”——徐志斌
“纸上得来终觉浅,绝知此事要躬行。”
Google Official| Search Engine Optimization Starter Guide:
https://support.google.com/webmasters/answer/7451184
Blogs
HTML
http://www.w3school.com.cn/h.asp
计算学广告
1. 刘鹏(北冥乘海生)的计算广告学在线课程,网易云课堂上有, 讲的比较全,从计算广告学的发展历史上讲的,偏DSP视角
2. 百度计算广告学课程, 搜索引擎视角。 链接:百度开发研究社区
3. 斯坦福公开课Introduction to Computational Advertising,http://web.stanford.edu/class/msande239/
作者:leo 链接:https://www.zhihu.com/question/19762808/answer/29321362
来源:知乎 著作权归作者所有。商业转载请联系作者获得授权,非商业转载请注明出处。
互联网广告算法和系统实践 老王卖瓜 王勇睿
作者:杨欢欢
链接:https://www.zhihu.com/question/22116956/answer/21848843
来源:知乎 著作权归作者所有。商业转载请联系作者获得授权,非商业转载请注明出处。
互联网广告
专门的针对互联网广告的书很少,《计算广告学》一类的课程能比较系统的普及相应知识,当然,像所有的工具书和工具类课程一样,不同时间、不同层级,看的感悟是不一样的。
个人建议,想系统的认识互联网广告,需要去认识整个广告乃至流量的问题,所以需要涉猎的书籍会比较多,我的学习顺序如下:
1. 《浪潮之巅》,吴军,可以先看盈利模式的描述,之后再看全书,会比较靠谱;
2. 《营销管理》,科特勒,理解为什么需要营销,以及广告的价值;
3. 《推荐系统实践》,理解互联网对于用户数据的运用;
4. 《消费者行为学》,理解广告对于消费者的价值;
5. 《引爆点》,理解传播链;(其实这块儿跟社会化营销和整合营销关系比较密切)
6. GA相关的书籍,理解站内用户数据分析及互联网用户的转化链模型;
7. 《顾客为什么买》,理解零售业的转化逻辑;
8. DCCI的广告白皮书,易观的效果营销行业报告,艾瑞的广告行业报告和深度报告如DSP等,理解行业的产业链,以及每个产业链上的作用。
9. 之后就是针对垂直领域的学习了,我们公司主要做电商的引流和转化,所以我看了黄若的《我看电商》、胖胡斐的《玩法变了》和子柳的《淘宝技术这十年》;
其实互联网广告本质上市对于流量的一种增值售卖,卖给谁,需要达到怎样的效果,没有一个通用的公式,需要对于技术(如RTB/deep learning)的理解、需要对互联网广告整体行业的理解(如展示广告产业链、效果广告产业链、搜索广告产业链)、对于客户营销需求的把控(如digital、互动、传播、品牌)、对于广告价值的理解。
没有特别好的一本入门的书,因为互联网广告本身就是很复杂的一套体系,所以需要自己去琢磨、研究和理解。
我看这些书的时候,我一直秉承一个原则:流量如何更好的带给客户价值。
仅供参考
《启示录:打造用户喜爱的产品》跟范冰的《增长黑客》
Programmatic Advertising
https://www.quora.com/Im-looking-to-learn-a-lot-about-programmatic-ad-buying-RTB-and-fraud-across-the-entire-space-What-are-some-info-or-links-on-what-I-could-read-or-books-I-could-buy
http://adage.com/article/digital/cmo-s-guide-programmatic-buying/293257/
Digital Marketing books
https://www.quora.com/What-is-the-best-book-about-digital-marketing
Data
Writing
Marketing
Intro to Digital Marketing:
Note: IMHO, digital marketers should be good at psychology since their duties include understanding of behavioral factors of customers and clients.
Content Marketing:
Search Engine Optimization:
Social Media Marketing:
Moreover, digital marketers are required to be kept up to date. Hence, I’d recommend you to subscribe and read blogs on similar subjects such as:
很久之后才懂得: 有些东西课堂上没有教授。
本文涵盖以下内容:英语学习专业建议、系列书籍、常用词典、经典外刊等。
首先,推荐三篇文章。
2016.11.14
create an air of panic
the gathering will be clouded by the death of Trans-Pacific Partnership trade deal.
gain a foothold
embroiled in an influence-peddling scandal
bring…to a halt
frustrations grew as reports came in that…
1.demonstrators flooded the street
2.hundreds of thousands of people have marched/gathered in the South Korea capital
unforeseen victory has triggered pangs of uncertainty at home and grave concerns around the world.
hard-line immigration stance
national commermoration
surprise defeat, concession speech
2016.11.15
Washington is rolling out the red carpet for Mr. Trump
Most will be experienced Washington hands.
put a question mark over everything he does.
bend Washington to his will
In short, it suggests, Theresa May has got little further than saying “Brexit mean Brexit”
2016.11.17
had an altercation with the ticket collector
forex reserves FX
PBOC 央行
CSRC China Securities Regulations Commission 中国证监会
minority shareholders 小股东
M&A merger & Acquisition 并购
“post-10” generation
Uber’s CEO Leaves, but Its Battles Won’t Go Away WSJ
China plans to build new city nearly three times the size of New York The Guardian
A hitherto anonymous region near China’s smog-choked capital has been overrun by house buyers after Beijing unveiled “historic” plans to build a new city there in a bid to slash pollution and congestion.
Plans for the Xiongan New Area, a special economic zone that authorities say will eventually cover an area nearly three times that of New York, were announced by the Communist party’s top leaders on Saturday with a flurry of government propaganda.
In a joint statement two of China’s most powerful political bodies, the central committee and state council, described the new city, which will straddle three counties about 100km southwest of Beijing, as “a strategy crucial for a millennium to come”.
Official news agency Xinhua said Xiongan’s creation would reduce pressure on China’s car-clogged, 22 million-resident capital, and “usher in a new chapter in the country’s historic transitioning to coordinated, inclusive and sustainable growth”.
“Xiongan will be an answer to China’s growth conundrum: breakneck urban sprawl must give way to a balanced and inclusive development strategy,” Xinhua added in a breathless commentary trumpeting the mega-project.
President Xi said the city would be “a demonstration area for innovative development … [which] should prioritize ecological protection [and] improve people’s well-being.”
Bargain hunters reacted immediately to the hyperbole, flocking to the region in their droves to hover up homes they hoped to resell for huge profits.
Local media reports claimed property prices nearly doubled in the hours after the surprise announcement.
Bloomberg reported that the scramble for property caused gridlock on roads leading into the area while local hotels were flooded with guests.
Local estate agents were forced to close on Monday after the government introduced an emergency sales ban in response to a surge in interest. Reuters said officials took to the streets with loudhailers to shout warnings against illegal property speculation.
The online frenzy was such that propaganda officials reportedly ordered Chinese websites to “to control negative commentary related to the establishment [of the new city]”.
The buzz surrounding Xiongan stems from the very public backing it has received from China’s leaders. CGTN claimed there were signs the city would become “China’s next Pudong”, a reference to Shanghai’s skycraper-packed east-side which was farmland just a few decades ago.
State media also compared the new city to Shenzhen, a wealthy southern mega-city near Hong Kong that was the springboard for the game-changing economic reforms introduced during the 1980s by former leader Deng Xiaoping.
Xiongan district becomes hot property in China BBC
A sleepy district in Hebei province has suddenly become the centre of China’s latest property craze and the talk of the country.
Over the weekend, investors flocked to Xiongan in droves, while online it has been the subject of social media buzz.
It all began on Saturday when the Chinese government announced the location of a special economic zone (SEZ) which would effectively serve as an extension of Beijing.
The capital has been grappling with overcrowding, heavy pollution and congestion caused by a booming population, and officials are trying to relocate industries and encourage people to live further afield.
Called Xiongan New Area, the 100 sq km (38.6 sq mile) zone is expected to eventually expand to 2,000 sq km – nearly three times the size of New York – and is a key component of a massive “mega-region” developing around Beijing, Tianjin and Hebei.
So when authorities confirmed its location in Xiongxian and Anxin counties, south of Beijing, investors wasted no time. Hundreds of property punters descended on the area immediately after the announcement.
Locals saw their normally quiet streets flooded with cars bearing Beijing and Tianjin licence plates, while hotels were completely packed out, according to local media.
Homeowners were overjoyed to find themselves sitting on potential goldmines, with their property value skyrocketing overnight.
Alarmed by the rocketing prices, the government moved in on Sunday to burst the nascent property bubble by suspending all new sales in the region.
It also imposed strict regulations on who could develop and sell property in the area, as well as restrictions on residential permit registrations.
Chinese authorities have struggled to contain the fervour of their vast pool of investors, who traditionally consider property a sure bet and who have fuelled spiralling prices.
Government curbs introduced earlier this year did little to stop property sales by area rising by 25% in January and February, compared to the same period last year.
Xiongan, it seems, is yet another chapter in China’s obsession with property.
Within Hours, Plans for a Quiet Corner of China Send Home Prices Soaring NYT
A residential and industrial area roughly 80 miles south of Beijing once barely registered on China’s economic map. Consisting mostly of apartment buildings, villages, wetlands and empty fields, it has primarily been known for its donkey burgers—sandwiches with roasted donkey meat, which tastes something like pastrami.
But now the area around Xiongxian County has become another example of the frothiness and unpredictability of the Chinese property market.
On Saturday, China declared that an area that sprawls across three local counties will someday become Xiongan New Area, a gleaming economic powerhouse reminiscent of earlier developments that helped put China’s economy on its fast-growth trajectory. When completed, it will cover nearly 800 square miles, offer favorable regulation to businesses and become a modern urban area crucial to redeveloping the Rust Belt around Beijing.
Almost immediately, speculators pounced, setting off a property buying frenzy and sending shares of construction companies soaring. It has been such a chaotic market that local authorities have been forced to freeze purchases and close real estate offices. Chinese social media showed photos of new property developments and real estate offices with signs saying they had been temporarily closed.
The price spikes have been fast and furious.
In declaring its intent to build Xiongan, the Chinese government invited comparisons to the southern city of Shenzhen and the Pudong area of Shanghai. Shenzhen was part of China’s earliest experiments with private enterprise after the death of Mao Zedong, and it remains one of the richest parts of China. Pudong, home of many of the gleaming skyscrapers that define Shanghai’s skyline, became one of China’s most successful and high-profile development projects.
Xiongan will become “a demonstration area for innovative development,” Xi Jinping, China’s president, told the official state media.
Xiongan also fits into China’s grand plan to create a vast urban area uniting the capital city of Beijing with the nearby port city of Tianjin and with Hebei Province, the industrial province between them. Called Jing-Jin-Ji, the area — which would include Xiongan — will become a hive of economic activity that is intended to replace Hebei’s dependence on smokestack industries like steel and put the region on a path to rival Shanghai and Shenzhen.
China to launch special economic zone in province hit by layoffs CNBC
China is establishing a new special economic zone in Hebei, a northern province that has been hit by massive job layoffs, in an effort to boost domestic growth.
The Xiongan New Area, about 100 kilometers from Beijing, will house “non-capital functions” moved from the capital city. This is part of a wider initiative to support the economy, and to integrate Hebei with the capital city and nearby Tianjin, according to state media.
Beijing is maneuvering economic growth away from manufacturing toward services, and developing Hebei — ground zero for the transition — is one step in that direction. The province is the main hub for iron and steel production, two sectors that have been hit with massive overcapacity cuts and millions of layoffs, and transforming it successfully could pave the way for the next phase of growth.
China has a long history of establishing special economic zones — with varying degrees of success.
Ones that have fared better were in Shenzhen and Shanghai. Established in 1980, the Shenzhen special economic zone helped jumpstart reforms and turned the fishing village into today’s manufacturing and high-tech center, while the Pudong area in Shanghai is now a major financial center.
Another goal with the Hebei zone is to help alleviate urban issues in Beijing, according to state media. Beijing’s population has exploded over time to 22 million, close to that of Australia, increasing pollution and traffic in the city. Still, no specific details have yet been publicly laid out, especially concerning pollution — Hebei itself is already quite polluted, and developing the Xiongan area could potentially pose more environmental risks.
China Plan to Create New Shenzhen Spurs Speculative Rampage Bloomberg
It didn’t take long for news that China would set up an economic zone near Beijing to touch off an investor frenzy.
Within 24 hours of Saturday’s announcement that the government would create the Xiongan area in Hebei province — in the same spirit that Shenzhen and Shanghai’s Pudong was built –– hordes of prospective buyers had thronged to the region. Highways were clogged as they came to purchase real estate, with some camping outside property agent offices overnight, according to local media reports. On Sunday the government banned all property sales in the zone to stem speculation, according to the National Business Daily.
On Monday, shares of Chinese cement, building and port-related stocks surged in Hong Kong amid optimism the decision will spark a flurry of construction activity. The move by President Xi Jinping, is seen as a historic milestone to power China’s growth for a “millennium to come,” the official Xinhua News Agency reported. The new zone is expected to eventually cover about 2,000 square kilometers (772 square miles) and jump-start China’s economic growth.
The regional plan has been termed a ‘1000-year project’; the first of its kind since Mao.”
Shares of cement company BBMG Corp. surged as much as 46 percent in its biggest gain since July 2009. Tianjin Port Development Holdings Ltd rallied 16 percent and China National Building Material Co. advanced 7.4 percent. Mainland Chinese markets are closed for a public holiday and reopen on Wednesday.
Investor euphoria surrounding the plan may cause a headache for authorities, who have vowed to crack down on speculative buying frenzies spanning stocks to real estate. President Xi and his policymakers have pledged to curb excess leverage in the financial system and have committed to enforce prudent and neutral monetary policy to deflate bubbles.
Soaring home prices cities such as Shenzhen, Beijing and Shanghai have prompted authorities to impose restrictions to cool the market. China’s central bank last month asked banks in Beijing to scrutinize home loans to newly divorced couples and funding sources for borrowers, adding to other curbs to cool the market.
Beijing has been suffering from pollution and traffic congestion with heavy smog prompting more than 60 cities across China, including the nation’s capital, to issue health alerts this year. Beijing’s city government’s plans to spend 18.2 billion yuan ($2.6 billion) to tackle air pollution in 2017, Xinhua reported in January.
China to establish new economic zone near Beijing ABC
China announced Saturday that it is going to establish a special economic area in a province neighboring Beijing as part of a plan to integrate the capital with its surrounding areas.
The government says the Xiongan New Area in Hebei province will have national significance like the Shenzhen Special Economic Zone, China’s first free-market economic zone set up in 1980 as the country was beginning economic reforms, the official Xinhua News Agency reported. The creation of the new area is a “major historic and strategic choice,” Xinhua said, citing a circular issued by the Communist Party’s central committee and China’s Cabinet.
The Xiongan New Area will eventually cover 2,000 square kilometers (772 square miles) and be located about 100 kilometers (60 miles) from downtown Beijing.