項(xiàng)目一 大數(shù)據(jù)時(shí)代初識(shí)電子
商務(wù)與數(shù)據(jù)分析................... 1
任務(wù)一 認(rèn)識(shí)并體驗(yàn)電子商務(wù) .................2
任務(wù)概述...................................................... 2
相關(guān)知識(shí)...................................................... 3
1．電子商務(wù)的概念................................ 3
2．電子商務(wù)的功能................................ 3
3．電子商務(wù)的模式................................ 3
4．電子商務(wù)的特點(diǎn)................................ 4
任務(wù)實(shí)施...................................................... 4
1．探討農(nóng)村電子商務(wù)的發(fā)展與優(yōu)勢(shì).... 4
2．重視電子商務(wù)安全問(wèn)題.................... 5
任務(wù)二 認(rèn)識(shí)大數(shù)據(jù)...................................5
任務(wù)概述...................................................... 5
相關(guān)知識(shí)...................................................... 5
1．大數(shù)據(jù)的特點(diǎn).................................... 5
2．大數(shù)據(jù)的應(yīng)用.................................... 6
3．大數(shù)據(jù)的采集方法............................ 6
4．大數(shù)據(jù)的分析過(guò)程............................ 7
任務(wù)實(shí)施...................................................... 8
1．使用八爪魚(yú)采集器采集數(shù)據(jù)............ 8
2．體驗(yàn)數(shù)據(jù)的分析過(guò)程......................10
任務(wù)三 認(rèn)識(shí)電子商務(wù)運(yùn)營(yíng)與數(shù)據(jù)...... 12
任務(wù)概述.................................................... 12
相關(guān)知識(shí).................................................... 13
1．電子商務(wù)運(yùn)營(yíng)的目標(biāo)...................... 13
2．電子商務(wù)運(yùn)營(yíng)的分類...................... 13
3．電子商務(wù)數(shù)據(jù)的分類與作用.......... 13
任務(wù)實(shí)施.................................................... 14
1．體驗(yàn)電子商務(wù)運(yùn)營(yíng)的基本工作...... 14
2．體會(huì)電子商務(wù)數(shù)據(jù)的作用.............. 15
任務(wù)四 認(rèn)識(shí)電子商務(wù)數(shù)據(jù)分析.......... 17
任務(wù)概述.................................................... 17
相關(guān)知識(shí).................................................... 17
1．開(kāi)展數(shù)據(jù)分析的原因...................... 17
2．?dāng)?shù)據(jù)分析對(duì)不同電子商務(wù)崗位的
意義.................................................. 17
3．?dāng)?shù)據(jù)分析的常用方法...................... 18
4．?dāng)?shù)據(jù)分析的常見(jiàn)指標(biāo)...................... 18
5．?dāng)?shù)據(jù)分析的基本步驟...................... 19
任務(wù)實(shí)施.................................................... 21
1．分析某網(wǎng)店近期數(shù)據(jù)...................... 21
2．模擬電子商務(wù)數(shù)據(jù)分析的實(shí)施
過(guò)程.................................................. 22
項(xiàng)目實(shí)訓(xùn)...................................................... 23
1．使用八爪魚(yú)采集器采集評(píng)論
數(shù)據(jù).................................................. 23
2．統(tǒng)計(jì) 5 星好評(píng)數(shù)量和 5 星
好評(píng)率.............................................. 24
思考與練習(xí).................................................. 25
項(xiàng)目二 數(shù)據(jù)分析利器使用
數(shù)據(jù)分析工具.....................22
任務(wù)一 認(rèn)識(shí)各種在線分析工具.......... 27
任務(wù)概述.................................................... 27
相關(guān)知識(shí).................................................... 27
1．Alexa ............................................... 27
2．百度指數(shù).......................................... 28
3．生意參謀.......................................... 28
2
電子商務(wù)數(shù)據(jù)分析：大數(shù)據(jù)營(yíng)銷 數(shù)據(jù)化運(yùn)營(yíng) 流量轉(zhuǎn)化（微課版 第3版）
任務(wù)實(shí)施.................................................... 28
1．使用 Alexa 獲取網(wǎng)站流量 ............. 28
2．使用百度指數(shù)分析關(guān)鍵詞.............. 29
3．使用生意參謀查看市場(chǎng)數(shù)據(jù).......... 31
任務(wù)二 掌握常用的線下分析工具...... 33
任務(wù)概述.................................................... 33
相關(guān)知識(shí).................................................... 33
1．Excel................................................ 33
2．Power BI......................................... 33
任務(wù)實(shí)施.................................................... 34
1．使用 Excel 預(yù)測(cè)銷售數(shù)據(jù).............. 34
2．使用 Power BI 分析客戶數(shù)據(jù)....... 35
項(xiàng)目實(shí)訓(xùn)...................................................... 36
1．使用生意參謀搜索并分析數(shù)據(jù)...... 36
2．使用 Excel 計(jì)算并分析數(shù)據(jù).......... 36
思考與練習(xí).................................................. 37
項(xiàng)目三 尋找切入點(diǎn)分析
市場(chǎng)數(shù)據(jù)...............................38
任務(wù)一 分析市場(chǎng)行情............................ 39
任務(wù)概述.................................................... 39
相關(guān)知識(shí).................................................... 39
1．市場(chǎng)容量.......................................... 39
2．市場(chǎng)發(fā)展趨勢(shì)..................................40
3．市場(chǎng)潛力..........................................40
任務(wù)實(shí)施.................................................... 41
1．分析男裝市場(chǎng)的容量...................... 41
2．分析男裝市場(chǎng)的發(fā)展趨勢(shì).............. 43
3．分析男裝市場(chǎng)的潛力...................... 45
任務(wù)二 挖掘行業(yè)數(shù)據(jù)............................ 47
任務(wù)概述.................................................... 47
相關(guān)知識(shí).................................................... 47
1．行業(yè)穩(wěn)定性...................................... 47
2．行業(yè)集中度...................................... 47
3．行業(yè)增幅.......................................... 47
4．行業(yè)生命力...................................... 47
任務(wù)實(shí)施.................................................... 48
1．分析男裝 T 恤和休閑褲行業(yè)的
穩(wěn)定性.............................................. 48
2．分析男裝 T 恤行業(yè)的集中度......... 51
3．分析男裝 T 恤行業(yè)的增幅............. 53
4．分析男裝行業(yè)的生命力.................. 56
項(xiàng)目實(shí)訓(xùn)...................................................... 59
1．分析男裝羊絨衫各子行業(yè)的市場(chǎng)容量
與發(fā)展趨勢(shì)...................................... 59
2．分析男裝羊絨衫各子行業(yè)的市場(chǎng)
潛力..................................................60
思考與練習(xí).................................................. 61
項(xiàng)目四 知己知彼分析競(jìng)爭(zhēng)
對(duì)手?jǐn)?shù)據(jù)...............................62
任務(wù)一 使用生意參謀分析競(jìng)爭(zhēng)對(duì)...... 63
任務(wù)概述.................................................... 63
相關(guān)知識(shí).................................................... 63
1．競(jìng)爭(zhēng)對(duì)手的界定.............................. 63
2．競(jìng)爭(zhēng)對(duì)手?jǐn)?shù)據(jù)的采集...................... 64
3．生意參謀競(jìng)爭(zhēng)功能的應(yīng)用...... 64
任務(wù)實(shí)施.................................................... 65
1．在生意參謀中分析競(jìng)爭(zhēng)店鋪
數(shù)據(jù).................................................. 65
2．在生意參謀中分析競(jìng)爭(zhēng)商品
數(shù)據(jù).................................................. 68
任務(wù)二 使用店偵探分析競(jìng)爭(zhēng)對(duì)手...... 70
任務(wù)概述.................................................... 70
相關(guān)知識(shí).................................................... 70
1．監(jiān)控中心.......................................... 70
3
目 錄
2．監(jiān)控店鋪分析.................................. 71
3．關(guān)鍵詞分析...................................... 71
任務(wù)實(shí)施.................................................... 72
1．在店偵探中分析競(jìng)爭(zhēng)店鋪數(shù)據(jù)...... 72
2．采集并分析店偵探中的競(jìng)爭(zhēng)店鋪
數(shù)據(jù).................................................. 73
項(xiàng)目實(shí)訓(xùn)...................................................... 75
1．在生意參謀中分析競(jìng)爭(zhēng)品牌
數(shù)據(jù).................................................. 75
2．利用店偵探和 Excel 分析競(jìng)爭(zhēng)對(duì)手
數(shù)據(jù).................................................. 77
思考與練習(xí).................................................. 80
項(xiàng)目五 決定客單價(jià)的關(guān)鍵分析
商品定價(jià)數(shù)據(jù).....................81
任務(wù)一 探討商品定價(jià)策略與方法...... 82
任務(wù)概述.................................................... 82
相關(guān)知識(shí).................................................... 82
1．定價(jià)策略.......................................... 82
2．定價(jià)方法.......................................... 83
任務(wù)實(shí)施.................................................... 84
1．錨定效應(yīng)定價(jià)方法的應(yīng)用.............. 84
2．損失厭惡定價(jià)方法的應(yīng)用.............. 85
3．誘餌效應(yīng)定價(jià)方法的應(yīng)用...... 87
4．心理賬戶定價(jià)方法的應(yīng)用.............. 87
任務(wù)二 使用黃金價(jià)格點(diǎn)確定商品
價(jià)格............................................. 88
任務(wù)概述.................................................... 88
相關(guān)知識(shí).................................................... 88
1．黃金價(jià)格點(diǎn)...................................... 88
2．折扣率.............................................. 88
任務(wù)實(shí)施.................................................... 88
1．確定價(jià)格.......................................... 88
2．確定促銷價(jià)...................................... 89
項(xiàng)目實(shí)訓(xùn)...................................................... 90
1．研究競(jìng)爭(zhēng)對(duì)手的商品定價(jià)情況......90
2．確定某款男裝休閑褲的促銷價(jià)...... 91
思考與練習(xí).................................................. 91
項(xiàng)目六 精準(zhǔn)引流分析流量
數(shù)據(jù).........................................92
任務(wù)一 分析網(wǎng)站流量............................ 93
任務(wù)概述.................................................... 93
相關(guān)知識(shí).................................................... 93
1．網(wǎng)站基礎(chǔ)指標(biāo).................................. 93
2．流量質(zhì)量指標(biāo).................................. 94
3．流量來(lái)源.......................................... 94
任務(wù)實(shí)施.................................................... 94
1．使用百度統(tǒng)計(jì)分析流量趨勢(shì).......... 94
2．使用百度統(tǒng)計(jì)分析訪客.................. 96
3．使用百度統(tǒng)計(jì)分析流量來(lái)源.......... 98
任務(wù)二 分析網(wǎng)店流量..........................100
任務(wù)概述..................................................100
相關(guān)知識(shí)..................................................100
1．網(wǎng)店四大流量................................100
2．關(guān)鍵詞............................................103
3．關(guān)鍵詞質(zhì)量....................................103
4．關(guān)鍵詞優(yōu)化....................................104
任務(wù)實(shí)施..................................................104
1．分析網(wǎng)店流量來(lái)源及占比............104
2．使用生意參謀分析關(guān)鍵詞............106
項(xiàng)目實(shí)訓(xùn)....................................................109
1．分析網(wǎng)店細(xì)分流量的構(gòu)成
情況................................................110
2．分析男裝春秋季外套的關(guān)鍵詞.... 111
思考與練習(xí)................................................112
4
電子商務(wù)數(shù)據(jù)分析：大數(shù)據(jù)營(yíng)銷 數(shù)據(jù)化運(yùn)營(yíng) 流量轉(zhuǎn)化（微課版 第3版）
項(xiàng)目七 提升銷量分析運(yùn)營(yíng)與
銷售數(shù)據(jù)............................113
任務(wù)一 診斷網(wǎng)店交易數(shù)據(jù).................114
任務(wù)概述.................................................. 114
相關(guān)知識(shí).................................................. 114
1．交易概況........................................ 114
2．交易構(gòu)成........................................ 114
3．交易明細(xì)........................................ 115
任務(wù)實(shí)施使用生意參謀診斷網(wǎng)店
交易數(shù)據(jù).......................... 115
任務(wù)二 分析網(wǎng)店運(yùn)營(yíng)數(shù)據(jù).................117
任務(wù)概述.................................................. 117
相關(guān)知識(shí).................................................. 117
1．重要的運(yùn)營(yíng)指標(biāo)............................ 117
2．轉(zhuǎn)化漏斗模型................................ 118
3．影響轉(zhuǎn)化的因素............................ 119
任務(wù)實(shí)施.................................................. 122
1．有效提高點(diǎn)擊率、收藏率、加購(gòu)率、
跳失率............................................ 122
2．分析網(wǎng)店各頁(yè)面出店率................ 122
任務(wù)三 分析網(wǎng)店客單價(jià).....................123
任務(wù)概述.................................................. 123
相關(guān)知識(shí).................................................. 123
1．客單價(jià)的概念................................ 123
2．影響客單價(jià)的因素........................ 124
任務(wù)實(shí)施分析提升客單價(jià)的常見(jiàn)
方法.................................. 125
任務(wù)四 分析網(wǎng)店促銷活動(dòng)數(shù)據(jù)........125
任務(wù)概述.................................................. 125
相關(guān)知識(shí).................................................. 125
1．開(kāi)展促銷活動(dòng)的目的.................... 125
2．促銷活動(dòng)的分析方法.................... 126
任務(wù)實(shí)施.................................................. 126
1．通過(guò)描述統(tǒng)計(jì)查看活動(dòng)整體
效果................................................ 126
2．通過(guò)相關(guān)性分析找出指標(biāo)之間的
影響程度........................................ 128
3．通過(guò)工作表預(yù)測(cè)功能了解未來(lái)
趨勢(shì)................................................ 129
項(xiàng)目實(shí)訓(xùn)....................................................130
1．使用生意參謀全面分析網(wǎng)店運(yùn)營(yíng)
數(shù)據(jù)................................................130
2．利用 Excel 分析促銷活動(dòng)數(shù)據(jù).... 133
思考與練習(xí)................................................134
項(xiàng)目八 解決壓貨煩惱分析庫(kù)存
數(shù)據(jù)......................................135
任務(wù)一 認(rèn)識(shí)電子商務(wù)庫(kù)存.................136
任務(wù)概述.................................................. 136
相關(guān)知識(shí).................................................. 136
1．庫(kù)存系統(tǒng)........................................ 136
2．倉(cāng)庫(kù)系統(tǒng)........................................ 137
3．電子商務(wù)庫(kù)存的組成.................... 137
任務(wù)實(shí)施.................................................. 138
1．探尋倉(cāng)庫(kù)系統(tǒng)與庫(kù)存系統(tǒng)是如何
配合工作的.................................... 138
2．拆解電子商務(wù)庫(kù)存........................140
任務(wù)二 分析電子商務(wù)庫(kù)存數(shù)據(jù)........141
任務(wù)概述.................................................. 141
相關(guān)知識(shí).................................................. 141
1．總量結(jié)構(gòu)SKU庫(kù)存
體系................................................ 141
2．安全庫(kù)存數(shù)量、庫(kù)存天數(shù)、庫(kù)存
周轉(zhuǎn)率............................................ 141
3．動(dòng)銷率、廣度、寬度、深度........ 142
4．滾動(dòng)預(yù)測(cè)........................................ 142
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目 錄
任務(wù)實(shí)施.................................................. 143
1．結(jié)構(gòu)化庫(kù)存數(shù)據(jù)............................ 143
2．通過(guò)庫(kù)存天數(shù)管理庫(kù)存數(shù)據(jù)........ 143
項(xiàng)目實(shí)訓(xùn)....................................................145
1．通過(guò)組合圖對(duì)比分析庫(kù)存天數(shù).... 145
2．利用散點(diǎn)圖分析庫(kù)存周轉(zhuǎn)率........ 146
思考與練習(xí)................................................147
項(xiàng)目九 以客戶為中心分析會(huì)員
商品定價(jià)數(shù)據(jù)...................148
任務(wù)一 統(tǒng)計(jì)與挖掘會(huì)員數(shù)據(jù) ............149
任務(wù)概述..................................................149
相關(guān)知識(shí)..................................................149
1．分析會(huì)員數(shù)據(jù)的作用....................149
2．會(huì)員數(shù)據(jù)的獲取途徑....................150
3．會(huì)員數(shù)據(jù)的基本分析方法............150
任務(wù)實(shí)施.................................................. 151
1．統(tǒng)計(jì)會(huì)員分布情況........................ 151
2．統(tǒng)計(jì)會(huì)員增長(zhǎng)流失情況................ 154
3．分析會(huì)員生命周期........................ 155
4．挖掘會(huì)員價(jià)值................................ 157
任務(wù)二 使用 RFM 模型分析會(huì)員
數(shù)據(jù)...........................................158
任務(wù)概述.................................................. 158
相關(guān)知識(shí).................................................. 159
1．RFM 模型的作用.......................... 159
2．RFM 模型的應(yīng)用.......................... 159
任務(wù)實(shí)施使用 RFM 模型細(xì)分
會(huì)員.................................. 159
項(xiàng)目實(shí)訓(xùn)....................................................161
1．分析會(huì)員年齡和地區(qū)分布............ 162
2．利用 RFM 模型分析會(huì)員............. 163
思考與練習(xí)................................................164
項(xiàng)目十 成果檢驗(yàn)分析利潤(rùn)
數(shù)據(jù)......................................165
任務(wù)一 分析成本數(shù)據(jù)..........................166
任務(wù)概述.................................................. 166
相關(guān)知識(shí).................................................. 166
1．利潤(rùn)與利潤(rùn)率................................ 166
2．商品成本........................................ 167
3．推廣成本........................................ 167
4．固定成本........................................ 167
任務(wù)實(shí)施.................................................. 167
1．分析商品成本構(gòu)成情況................ 167
2．分析不同推廣渠道的效率............ 168
3．計(jì)算固定資產(chǎn)的年折舊額和
月折舊額........................................ 169
任務(wù)二 預(yù)測(cè)利潤(rùn)數(shù)據(jù)..........................171
任務(wù)概述.................................................. 171
相關(guān)知識(shí).................................................. 171
1．線性預(yù)測(cè)........................................ 171
2．模擬運(yùn)算........................................ 171
任務(wù)實(shí)施.................................................. 172
1．根據(jù)成交金額預(yù)測(cè)成本和利潤(rùn).... 172
2．根據(jù)推廣成本模擬預(yù)測(cè)利潤(rùn)
變化................................................ 173
項(xiàng)目實(shí)訓(xùn)....................................................175
1．分析推廣成本................................ 175
2．通過(guò)推廣成本和商品成本預(yù)測(cè)
利潤(rùn)................................................ 176
思考與練習(xí)................................................178
項(xiàng)目十一 有理有據(jù)制作數(shù)據(jù)
分析報(bào)告.......................179
任務(wù)一 認(rèn)識(shí)數(shù)據(jù)分析報(bào)告.................180
6
電子商務(wù)數(shù)據(jù)分析：大數(shù)據(jù)營(yíng)銷 數(shù)據(jù)化運(yùn)營(yíng) 流量轉(zhuǎn)化（微課版 第3版）
任務(wù)概述..................................................180
相關(guān)知識(shí)..................................................180
1．?dāng)?shù)據(jù)分析報(bào)告的主要內(nèi)容............180
2．制作數(shù)據(jù)分析報(bào)告時(shí)的常見(jiàn)
錯(cuò)誤................................................ 181
任務(wù)實(shí)施錯(cuò)誤的數(shù)據(jù)分析報(bào)告
案例.................................. 182
任務(wù)二 制作開(kāi)設(shè)網(wǎng)店的數(shù)據(jù)分析
報(bào)告...........................................182
任務(wù)概述.................................................. 182
相關(guān)知識(shí).................................................. 182
1．Word 與 Excel 協(xié)同工作............. 182
2．制作流程圖.................................... 183
任務(wù)實(shí)施.................................................. 183
1．制作企業(yè)簡(jiǎn)介................................ 184
2．編寫(xiě)報(bào)告目標(biāo)................................ 184
3．編寫(xiě)報(bào)告流程................................ 184
4．采集數(shù)據(jù)........................................ 184
5．展示報(bào)告中的數(shù)據(jù)........................ 185
6．分析圖表數(shù)據(jù)................................ 187
7．得出報(bào)告結(jié)論................................ 188
項(xiàng)目實(shí)訓(xùn)制作針對(duì)客戶流失的數(shù)據(jù)
分析報(bào)告..........................189
1．實(shí)訓(xùn)目標(biāo)........................................ 189
2．實(shí)訓(xùn)要求........................................ 189
3．實(shí)訓(xùn)步驟........................................ 189
思考與練習(xí)................................................194
項(xiàng)目十二 綜合案例分析男裝
網(wǎng)店數(shù)據(jù).......................195
任務(wù)一 分析網(wǎng)店主營(yíng)商品.................196
任務(wù)概述.................................................. 196
任務(wù)實(shí)施.................................................. 197
1．分析行業(yè)大盤(pán)................................ 197
2．分析行業(yè)趨勢(shì)................................ 197
任務(wù)二 分析商品價(jià)格..........................198
任務(wù)概述.................................................. 198
任務(wù)實(shí)施計(jì)算理論定價(jià)格和
促銷價(jià).............................. 199
任務(wù)三 分析網(wǎng)店流量..........................199
任務(wù)概述.................................................. 199
任務(wù)實(shí)施..................................................200
1．分析流量結(jié)構(gòu)................................200
2．分析流量轉(zhuǎn)化情況........................201
任務(wù)四 分析網(wǎng)店運(yùn)營(yíng)數(shù)據(jù).................201
任務(wù)概述..................................................201
任務(wù)實(shí)施..................................................201
1．診斷網(wǎng)店運(yùn)營(yíng)情況........................201
2．優(yōu)化搜索關(guān)鍵詞............................202
任務(wù)五 分析網(wǎng)店利潤(rùn)..........................203
任務(wù)概述..................................................203
任務(wù)實(shí)施統(tǒng)計(jì)成本并計(jì)算利潤(rùn)......203
項(xiàng)目實(shí)訓(xùn)通過(guò)數(shù)據(jù)化運(yùn)營(yíng)探尋
中老年男裝市場(chǎng) ............204
1．實(shí)訓(xùn)目標(biāo)........................................204
2．實(shí)訓(xùn)要求........................................205
3．實(shí)訓(xùn)步驟........................................205
思考與練習(xí)................................................205