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はじめての越境EC・海外Webマーケティング
- Narrated by: 初村 健矢
- Length: 5 hrs and 3 mins
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Publisher's summary
内容紹介 越境EC、海外Webマーケティングを成功させるために知っておくべき情報を一挙にまとめました。越境ECサイト構築時の注意点、商品特性別の海外Webマーケティングのポイントなどをあますところなく紹介します。これから越境EC、海外Webマーケティングに取り組む方は、ぜひご覧ください。 15年以上にわたり、300社以上の海外進出をサポートした著者の実績から生まれた「勝つ法則」を完全公開! ○3つのステップを徹底解説 STEP01 戦略立案(市場調査・競合分析・自社分析) STEP02 海外向けサイト構築 STEP03 海外Webマーケティング ○成功事例を多数紹介 ・年商34億円→500億円と14倍以上に伸びた中古車販売会社 ・月商数十万円台→数千万円になった抹茶販売会社 ・世界中から新規顧客が訪れる年商億超の調理器具販売会社 目次 はじめに 第1章 海外進出の基礎知識 01-01 市場調査 そこにビジネスチャンスはあるのか? マクロ視点の市場調査 ミクロ視点の市場調査 01-02 現状分析 自社が狙うべきポジションを把握しよう 競合分析 自社分析 キーワード分析 01-03 海外向けサイト構築 必ず知っておくべき海外向けサイト構築の注意点 翻訳 ドメイン SEO 01-04 Webマーケティング基礎 ビジネスの成功に欠かせない逆算思考と因数分解 成功の定義 売上の因数分解 広告の因数分解 第1章のまとめ 第2章 越境EC 02-01 ECサイト構築 便利な「Shopify」で越境ECサイトを作ろう 構築パターン 構築時の注意 配送会社 02-02 Webマーケティング戦略 商品特性や自社の資産を踏まえて最適な一手を 商品特性の分類 取り組みパターン ロケットスタートする準備 02-03 集客 海外で有効な集客施策を具体的に紹介 アフィリエイト 運用型広告 メールマーケティング オフライン店舗 02-04 サイト改善 貴重なサイト訪問者を確実に購入へ導くポイント 初回購入の促進 カゴ落ち対策 第2章のまとめ 第3章 製造業の海外BtoBマーケティング 03-01 Webマーケティング戦略 限られた営業リソースを今どこに投資すべきか? フェーズ別の施策 担当者の業務効率化 03-02 製造業サイト構築 顧客が求めている情報をWeb上で網羅しよう Webサイトの役割 顧客解像度の高め方 品質・技術の訴求 トップページの作り方 コンバージョンポイント 03-03 集客 数少ないターゲットへピンポイントにアプローチする方法 運用型広告 第3章のまとめ 第4章 法律・制度 04-01 間接税 正しい税務申告をしよう 自社ECサイトのメリット EUの場合 米国の場合 04-02 消費税還付 適切な書類提出が求められる消費税還付 消費税還付とは 国内販売のみ行なう場合 特例 ~輸出販売のみ行なう場合 国内販売と輸出販売を同時に行なう場合 消費税還付を受けるための帳簿要件 消費税還付を受けるための輸出証明書 郵便を利用した場合 そのほかの配送方法(FEDEX、UPS、DHL等のクーリエ便)を利用した場合 輸出代行業者を活用する場合 海外プラットホームから請求される販売手数料に含まれる消費税額の還付方法 04-03 商標登録 攻守ともに役立つ商標登録 一般名称化すれば競争優位性アップ 商標・意匠登録で立体デザインも独占 海外での商標を取得する場合の注意点 04-04 契約書 紛争を防ぐために必ず書面で契約を交わそう 契約書の必要性 契約交渉 強行法規 紛争解決と執行 04-05 製造業ならではの法律・制度 代理店契約と製造物に記す警告表示に細心の注意を 代理店契約 知的財産戦略と営業秘密 カスタマイズ品 製造物責任と警告表示 第4章のまとめ
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