为什么谷歌广告联盟推广效果不佳？独立站运营经验分享
在跨境电商领域，独立站正成为越来越多卖家的选择。独立站是指品牌商建立的具有销售功能的官方网站，与亚马逊、eBay等电商平台形成鲜明对比。随着平台红利逐渐消失，独立站模式正展现出其独特的优势。
In the cross-border e-commerce field, independent websites are becoming the choice of more and more sellers. An independent website refers to an official website with sales functions established by a brand owner, forming a sharp contrast with e-commerce platforms such as Amazon and eBay. As platform dividends gradually disappear, the independent website model is demonstrating its unique advantages.
1. 独立站与平台模式对比分析
1. Comparative Analysis of Independent Websites and Platform Models
从定位来看，独立站更侧重于品牌建设，而平台卖家更注重"卖货"。独立站能更好地建立品牌认知，当消费者访问品牌独立站时，他们的购买行为是基于对品牌的认可。
From a positioning perspective, independent websites focus more on brand building, while platform sellers emphasize "selling goods". Independent websites can better establish brand awareness. When consumers visit a brand's independent website, their purchasing behavior is based on recognition of the brand.
在成本方面，平台运营时间越长成本越高，而独立站则相反，使用时间越长，成本分摊越低。运营方面，平台受限于平台规则，而独立站可以完全自主设计用户体验。
In terms of cost, the longer a platform operates, the higher the cost, while independent websites are the opposite. The longer they are used, the lower the cost allocation. In terms of operations, platforms are limited by platform rules, while independent websites can completely independently design user experiences.
2. 建站平台选择指南
2. Guide to Choosing Website Building Platforms
目前建站系统主要分为两类：开源系统（如Magento、WordPress）和SaaS系统（如Shopify、BigCommerce）。Shopify等SaaS系统操作简单，适合新手；而Magento等开源系统功能强大但复杂，适合有技术团队的企业。
Current website building systems are mainly divided into two categories: open source systems (such as Magento, WordPress) and SaaS systems (such as Shopify, BigCommerce). SaaS systems like Shopify are easy to operate and suitable for beginners; while open source systems like Magento are powerful but complex, suitable for enterprises with technical teams.
3. 独立站运营核心策略
3. Core Strategies for Independent Website Operations
独立站需要主动获取流量，通过SEO、SEM、社交媒体等渠道引流。与平台不同，独立站可以积累用户数据，实现精准的再营销，形成良性循环。这是打造品牌忠诚度的关键。
Independent websites need to actively acquire traffic through channels such as SEO, SEM, and social media. Unlike platforms, independent websites can accumulate user data, achieve precise remarketing, and form a virtuous cycle. This is the key to building brand loyalty.
做独立站的三大核心价值：
1) 打造企业品牌
2) 摆脱平台政策限制
3) 实现数据自主权
The three core values of operating an independent website:
1) Building corporate brands
2) Breaking free from platform policy restrictions
3) Achieving data autonomy
