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(shè)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(shè)計、PC端旺鋪二級頁及詳情頁設(shè)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(wù)，每個任務(wù)均包含知識梳理、操作體驗和應(yīng)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(guān)的基礎(chǔ)技能，達到跨境電商B2B店鋪設(shè)計助理崗位的技能要求。本書適合作為培訓(xùn)教材，也可以作為高等職業(yè)院校相關(guān)電子商務(wù)專業(yè)核心課程教材，或者作為相關(guān)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(shù)服務(wù)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(wù)等領(lǐng)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(wù)工程標準體系聯(lián)合研究中心”，該中心以服務(wù)外包和跨境電子商務(wù)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(wù)部委派給清華大學的相關(guān)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(wù)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(wù)部聯(lián)合發(fā)文，依托清華大學設(shè)立的國家級研究院，主要工作涉及人才培養(yǎng)與學科建設(shè)，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(guān)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(wù)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(jié)構(gòu)調(diào)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(shù)支持和考務(wù)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(lǐng)域為行業(yè)領(lǐng)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(wù)外包、跨境電商等新興產(chǎn)業(yè)領(lǐng)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(wù)，為促進院校職業(yè)教育改革和產(chǎn)業(yè)升級轉(zhuǎn)型做出了應(yīng)有貢獻。
項目一跨境電商視覺與體驗設(shè)計認知·············································································.1
任務(wù)一 發(fā)現(xiàn)視覺效果···································································································.1
任務(wù)二感知體驗設(shè)計···································································································.6
任務(wù)三探究影響視覺與體驗的因素·················································································11
項目小結(jié)···················································································································.13
項目訓(xùn)練···················································································································.13
項目二圖片拍攝··········································································································.15
任務(wù)一 了解拍攝器材·································································································.15
任務(wù)二明確拍攝任務(wù)·································································································.23
任務(wù)三拍攝前準備····································································································.28
任務(wù)四拍攝圖片·······································································································.32
項目小結(jié)···················································································································.41
項目訓(xùn)練···················································································································.41
項目三圖片處理··········································································································.44
任務(wù)一 了解 Photoshop 及其基本操作·············································································.44
任務(wù)二 Photoshop 摳圖技巧·························································································.49
任務(wù)三圖片的美化與精修···························································································.57
任務(wù)四圖像切片處理·································································································.63
項目小結(jié)···················································································································.66
項目訓(xùn)練···················································································································.66
項目四短視頻拍攝······································································································.68
任務(wù)一 了解視頻拍攝器材與道具··················································································.68
任務(wù)二理解視頻拍攝任務(wù)···························································································.74
任務(wù)三拍攝腳本創(chuàng)作·································································································.78
任務(wù)四視頻拍攝·······································································································.82
項目小結(jié)···················································································································.86
項目訓(xùn)練···················································································································.87
項目五視頻編輯··········································································································.88
任務(wù)一 主圖視頻制作·································································································.88
任務(wù)二詳情視頻制作·································································································.98
任務(wù)三 FEEDS 短視頻制作·························································································.107
本章小結(jié)··················································································································.113
本章練習··················································································································.113
項目六店鋪視覺營銷策劃···························································································.114
任務(wù)一 了解店鋪定位································································································.114
任務(wù)二圖片素材收集與規(guī)劃·······················································································.118
任務(wù)三店鋪色彩搭配································································································.125
任務(wù)四視覺營銷文案策劃··························································································.131
項目小結(jié)··················································································································.134
項目訓(xùn)練··················································································································.134
項目七 PC 端店鋪首頁設(shè)計·························································································.136
任務(wù)一 店招設(shè)計與發(fā)布·····························································································.136
任務(wù)二導(dǎo)航欄設(shè)置···································································································.139
任務(wù)三通欄廣告設(shè)置································································································.142
任務(wù)四熱區(qū)切圖······································································································.145
任務(wù)五店鋪首頁整體設(shè)計與發(fā)布·················································································.148
本章小結(jié)··················································································································.154
項目訓(xùn)練··················································································································.154
項目八 PC 端店鋪二級頁及詳情頁設(shè)計·······································································.156
任務(wù)一 店鋪二級頁面設(shè)計··························································································.156
任務(wù)二詳情頁母版設(shè)計·····························································································.161
任務(wù)三詳情頁模板設(shè)計·····························································································.165
任務(wù)四詳情頁的切片與上傳·······················································································.171
任務(wù)五主題營銷活動海報設(shè)計····················································································.178
項目小結(jié)··················································································································.182
項目訓(xùn)練··················································································································.182
項目九無線端的視覺與體驗·······················································································.183
任務(wù)一 無線端旺鋪首頁設(shè)計·······················································································.183
任務(wù)二無線端旺鋪詳情頁設(shè)計····················································································.189
任務(wù)三無線端旺鋪裝修·····························································································.199
項目小結(jié)··················································································································.203
項目訓(xùn)練··················································································································.203
項目十旺鋪視覺診斷與優(yōu)化·······················································································.206
任務(wù)一 查詢并計算首頁跳出率····················································································.206
任務(wù)二用數(shù)據(jù)評估各頁面的設(shè)計效果···········································································.211
任務(wù)三旺鋪裝修綜合評價與優(yōu)化·················································································.219
項目小結(jié)··················································································································.226
項目訓(xùn)練··················································································································.226
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