本書以“跨境電商B2B數(shù)據(jù)運營職業(yè)技能等級證書（初級）標準”為依據(jù)，全書共10個項目，分別為跨境電商視覺與體驗設計認知、圖片拍攝、圖片處理、短視頻拍攝、短視頻編輯、店鋪視覺營銷策劃、PC端旺鋪首頁設計、PC端旺鋪二級頁及詳情頁設計、無線端的視覺與體驗、旺鋪視覺診斷與優(yōu)化。每個項目均分解為若干任務，每個任務均包含知識梳理、操作體驗和應用實戰(zhàn)3個模塊。完成全部項目后讀者能基本掌握阿里巴巴國際站店鋪裝修相關的基礎技能，達到跨境電商B2B店鋪設計助理崗位的技能要求。本書適合作為培訓教材，也可以作為高等職業(yè)院校相關電子商務專業(yè)核心課程教材，或者作為相關從業(yè)人員參考用書。
北京水木學成教育科技有限公司是從事教育咨詢與技術服務的高科技企業(yè)，在教育產(chǎn)品研發(fā)、人才測評、數(shù)據(jù)咨詢和企業(yè)人力資源服務等領域有著豐富的經(jīng)驗。公司多年與清華大學（軟件學院）共建"現(xiàn)代服務工程標準體系聯(lián)合研究中心”，該中心以服務外包和跨境電子商務產(chǎn)業(yè)為重點，進行人才標準、測評體系和教育資源研發(fā)，并承擔教育部和商務部委派給清華大學的相關課題的具體組織實施工作，科研成果多次通過兩部委鑒定，并有成果獲得清華大學特等獎及北京市一等獎。公司是國家服務外包人力資源研究院（簡稱NISO）的科研成果推廣單位。NISO是由國家教育部、商務部聯(lián)合發(fā)文，依托清華大學設立的國家級研究院，主要工作涉及人才培養(yǎng)與學科建設，產(chǎn)業(yè)研究與數(shù)據(jù)咨詢，政府智囊與決策支持，以及相關產(chǎn)業(yè)人力資源標準制定與國際合作，旨在解決當前我國服務外包產(chǎn)業(yè)發(fā)展中的人才困境難題，建立人力資源標準，完善人才培養(yǎng)和評價體系，為產(chǎn)業(yè)結構調整做好人力資源儲備。受阿里巴巴和NISO委托，公司承擔"跨境電商B2B數(shù)據(jù)運營”教育部1+X職業(yè)技能等級證書項目技術支持和考務組織工作。公司還參與人社部新工種職業(yè)標準制定工作，在多個領域為行業(yè)領先企業(yè)協(xié)同開發(fā)職業(yè)技能標準及認證聯(lián)合運營工作。多年來，公司在服務外包、跨境電商等新興產(chǎn)業(yè)領域，與地方政府、高等院校、企業(yè)組織等進行著多層次的高效合作，深受社會各界的信任與好評。公司管理團隊有著深刻的清華基因，"自強不息，厚德載物”，成立十余年來，公司踏踏實實做研發(fā)，認認真真做服務，為促進院校職業(yè)教育改革和產(chǎn)業(yè)升級轉型做出了應有貢獻。
項目一跨境電商視覺與體驗設計認知·············································································.1
任務一 發(fā)現(xiàn)視覺效果···································································································.1
任務二感知體驗設計···································································································.6
任務三探究影響視覺與體驗的因素·················································································11
項目小結···················································································································.13
項目訓練···················································································································.13
項目二圖片拍攝··········································································································.15
任務一 了解拍攝器材·································································································.15
任務二明確拍攝任務·································································································.23
任務三拍攝前準備····································································································.28
任務四拍攝圖片·······································································································.32
項目小結···················································································································.41
項目訓練···················································································································.41
項目三圖片處理··········································································································.44
任務一 了解 Photoshop 及其基本操作·············································································.44
任務二 Photoshop 摳圖技巧·························································································.49
任務三圖片的美化與精修···························································································.57
任務四圖像切片處理·································································································.63
項目小結···················································································································.66
項目訓練···················································································································.66
項目四短視頻拍攝······································································································.68
任務一 了解視頻拍攝器材與道具··················································································.68
任務二理解視頻拍攝任務···························································································.74
任務三拍攝腳本創(chuàng)作·································································································.78
任務四視頻拍攝·······································································································.82
項目小結···················································································································.86
項目訓練···················································································································.87
項目五視頻編輯··········································································································.88
任務一 主圖視頻制作·································································································.88
任務二詳情視頻制作·································································································.98
任務三 FEEDS 短視頻制作·························································································.107
本章小結··················································································································.113
本章練習··················································································································.113
項目六店鋪視覺營銷策劃···························································································.114
任務一 了解店鋪定位································································································.114
任務二圖片素材收集與規(guī)劃·······················································································.118
任務三店鋪色彩搭配································································································.125
任務四視覺營銷文案策劃··························································································.131
項目小結··················································································································.134
項目訓練··················································································································.134
項目七 PC 端店鋪首頁設計·························································································.136
任務一 店招設計與發(fā)布·····························································································.136
任務二導航欄設置···································································································.139
任務三通欄廣告設置································································································.142
任務四熱區(qū)切圖······································································································.145
任務五店鋪首頁整體設計與發(fā)布·················································································.148
本章小結··················································································································.154
項目訓練··················································································································.154
項目八 PC 端店鋪二級頁及詳情頁設計·······································································.156
任務一 店鋪二級頁面設計··························································································.156
任務二詳情頁母版設計·····························································································.161
任務三詳情頁模板設計·····························································································.165
任務四詳情頁的切片與上傳·······················································································.171
任務五主題營銷活動海報設計····················································································.178
項目小結··················································································································.182
項目訓練··················································································································.182
項目九無線端的視覺與體驗·······················································································.183
任務一 無線端旺鋪首頁設計·······················································································.183
任務二無線端旺鋪詳情頁設計····················································································.189
任務三無線端旺鋪裝修·····························································································.199
項目小結··················································································································.203
項目訓練··················································································································.203
項目十旺鋪視覺診斷與優(yōu)化·······················································································.206
任務一 查詢并計算首頁跳出率····················································································.206
任務二用數(shù)據(jù)評估各頁面的設計效果···········································································.211
任務三旺鋪裝修綜合評價與優(yōu)化·················································································.219
項目小結··················································································································.226
項目訓練··················································································································.226
書單推薦
