項(xiàng)目一 電子商務(wù)數(shù)據(jù)分析認(rèn)知················································································.1
教學(xué)目標(biāo) ········································.1
思政園地 ········································.2
案例導(dǎo)入 ········································.2
課前自學(xué) ········································.2
一、電子商務(wù)數(shù)據(jù)分析的內(nèi)涵 ······.2
二、電子商務(wù)數(shù)據(jù)分析的意義 ······.8
三、電子商務(wù)數(shù)據(jù)分析的流程 ······10
四、電子商務(wù)數(shù)據(jù)分析的原則 ······11
自學(xué)自測(cè) ········································12
課中實(shí)訓(xùn) ······································.13
實(shí)訓(xùn) 電子商務(wù)數(shù)據(jù)分析的主要任務(wù)·.13
復(fù)盤(pán)反思 ·······························.16
實(shí)訓(xùn)項(xiàng)目評(píng)價(jià) ·························.17
課后提升 ······································.17
案例 1 京東大數(shù)據(jù)用戶畫(huà)像 ·····.17
案例 2 挖掘數(shù)據(jù)價(jià)值，科大訊飛助力銀行提升營(yíng)銷(xiāo)服務(wù)質(zhì)量和 管理效率 ····················.18
項(xiàng)目二 電子商務(wù)數(shù)據(jù)分析模型··············································································.19
教學(xué)目標(biāo) ········································19
思政園地 ········································20
案例導(dǎo)入 ········································20
課前自學(xué) ········································21
一、PEST 模型的主要內(nèi)容···········21
二、5W2H 模型的主要內(nèi)容··········22
三、邏輯樹(shù)模型的主要內(nèi)容 ·········23
四、漏斗模型的主要內(nèi)容 ············25
自學(xué)自測(cè) ········································26
課中實(shí)訓(xùn) ········································27
實(shí)訓(xùn)一 基于 PEST 模型的案例分析 ···························27
實(shí)訓(xùn)二 5W2H 模型的應(yīng)用案例 ··.29
實(shí)訓(xùn)三 基于邏輯樹(shù)模型的案例分析 ·························.30
實(shí)訓(xùn)四 漏斗模型的應(yīng)用案例·····.31
復(fù)盤(pán)反思 ·······························.34
實(shí)訓(xùn)項(xiàng)目評(píng)價(jià) ·························.34
課后提升 ······································.35
案例 1 基于 SWOT 分析的企業(yè)電子商務(wù)發(fā)展策略 ········.35
案例 2 電子商務(wù)行業(yè)發(fā)展的 PEST 模型 ··························.35
項(xiàng)目三 電子商務(wù)數(shù)據(jù)分析方法··············································································.36
教學(xué)目標(biāo) ········································36
思政園地 ········································37
案例導(dǎo)入 ········································37
課前自學(xué) ········································38
一、統(tǒng)計(jì)分析 ···························38
二、相關(guān)分析與回歸分析···········.42
三、時(shí)間序列分析 ···················.44
四、聚類分析 ·························.47
自學(xué)自測(cè) ······································.47
課中實(shí)訓(xùn) ······································.48
實(shí)訓(xùn)一 統(tǒng)計(jì)分析計(jì)算 ···············48
實(shí)訓(xùn)二 相關(guān)分析與回歸分析的應(yīng)用 ···························51
實(shí)訓(xùn)三 時(shí)間序列分析計(jì)算 ·········56
實(shí)訓(xùn)四 聚類分析計(jì)算 ···············59
復(fù)盤(pán)反思 ·································60
實(shí)訓(xùn)項(xiàng)目評(píng)價(jià) ···························60
課后提升 ········································61
案例 1 神奇的購(gòu)物籃分析 ··········61
案例 2 Target 百貨商店的懷孕預(yù)測(cè)指數(shù) ····························61
項(xiàng)目四 數(shù)據(jù)的采集 ·································································································62
教學(xué)目標(biāo)········································62
思政園地········································63
案例導(dǎo)入········································63
課前自學(xué)········································64
一、電子商務(wù)相關(guān)數(shù)據(jù)的獲取 ······64
二、店鋪數(shù)據(jù)獲取的主要渠道 ······66
自學(xué)自測(cè)········································75
課中實(shí)訓(xùn)········································76
實(shí)訓(xùn)一 網(wǎng)絡(luò)數(shù)據(jù)的爬取 ············76
實(shí)訓(xùn)二 調(diào)查問(wèn)卷的設(shè)計(jì)與回收處理 ···························81
復(fù)盤(pán)反思 ·································86
實(shí)訓(xùn)項(xiàng)目評(píng)價(jià) ···························86
課后提升 ········································87
案例 1 數(shù)據(jù)采集在電商成本控制中的應(yīng)用 ······················87
案例 2 數(shù)據(jù)采集實(shí)訓(xùn) ················87
項(xiàng)目五 數(shù)據(jù)導(dǎo)入與預(yù)處理·······················································································88
教學(xué)目標(biāo)········································88
思政園地········································89
案例導(dǎo)入········································89
課前自學(xué)········································90
一、數(shù)據(jù)的導(dǎo)入與導(dǎo)出 ···············90
二、數(shù)據(jù)預(yù)處理 ························90
自學(xué)自測(cè)········································93
課中實(shí)訓(xùn)········································94
實(shí)訓(xùn)一 數(shù)據(jù)的導(dǎo)入與導(dǎo)出 ·········94
實(shí)訓(xùn)二 數(shù)據(jù)預(yù)處理 ··················99
實(shí)訓(xùn)三 數(shù)據(jù)的基本處理操作 ···.100
復(fù)盤(pán)反思 ······························.103
實(shí)訓(xùn)項(xiàng)目評(píng)價(jià) ························.103
課后提升 ·····································.104
案例 1 數(shù)據(jù)預(yù)處理在網(wǎng)絡(luò)社區(qū) 數(shù)據(jù)分析中的應(yīng)用 ·······.104
案例 2 數(shù)據(jù)預(yù)處理專項(xiàng)應(yīng)用 ····.105
項(xiàng)目六 數(shù)據(jù)可視化 ······························································································.106
教學(xué)目標(biāo)·····································.106
思政園地·····································.107
案例導(dǎo)入·····································.107
課前自學(xué)·····································.108
一、數(shù)據(jù)可視化概述 ···············.108
二、Excel 數(shù)據(jù)表格和透視表·····.109
三、標(biāo)簽云可視化 ··················.111
自學(xué)自測(cè)·····································.112
課中實(shí)訓(xùn)·····································.113
實(shí)訓(xùn)一 圖表的制作 ···············.113
實(shí)訓(xùn)二 利用數(shù)據(jù)透視表制作
統(tǒng)計(jì)表 ·····················.123
實(shí)訓(xùn)項(xiàng)目評(píng)價(jià) ························.129
課后提升 ·····································.130
案例 1 京東手機(jī)“6·18”數(shù)據(jù)實(shí)時(shí)戰(zhàn)報(bào) ···················.130
案例 2 圖表制作專項(xiàng)練習(xí) ·······.130
項(xiàng)目七 電子商務(wù)行業(yè)數(shù)據(jù)分析·············································································.131
教學(xué)目標(biāo) ·····································.131
思政園地 ·····································.132
案例導(dǎo)入 ·····································.132
課前自學(xué) ·····································.133
一、行業(yè)數(shù)據(jù)分析 ··················.133
二、市場(chǎng)行情認(rèn)知與調(diào)研 ·········.135
三、市場(chǎng)供給與需求分析 ·········.136
四、電子商務(wù)行業(yè)競(jìng)爭(zhēng)數(shù)據(jù)分析··.139
自學(xué)自測(cè) ·····································.141
課中實(shí)訓(xùn) ·····································.142
實(shí)訓(xùn)一 行業(yè)數(shù)據(jù)采集的算例 ···.142
實(shí)訓(xùn)二 利用百度指數(shù)分析市場(chǎng)行情 ························.144
實(shí)訓(xùn)三 市場(chǎng)供給與需求分析實(shí)例 ························.148
實(shí)訓(xùn)四 電子商務(wù)行業(yè)競(jìng)爭(zhēng)分析實(shí)例 ························.150
復(fù)盤(pán)反思 ······························.151
實(shí)訓(xùn)項(xiàng)目評(píng)價(jià) ························.152
課后提升 ·····································.152
案例 1 妮維雅官方旗艦店的運(yùn)營(yíng)方案 ·························.152
案例 2 利用百度指數(shù)分析市場(chǎng)行情 ·························.153
項(xiàng)目八 電子商務(wù)客戶數(shù)據(jù)分析·············································································.154
教學(xué)目標(biāo) ·····································.154
思政園地 ·····································.155
案例導(dǎo)入 ·····································.155
課前自學(xué) ·····································.156
一、電子商務(wù)客戶數(shù)據(jù)分析認(rèn)知 ··.156
二、電子商務(wù)客戶數(shù)據(jù)分析的概念與主要內(nèi)容 ·····················.157
三、電子商務(wù)客戶數(shù)據(jù)分析的主要 數(shù)據(jù)指標(biāo) ························.159
四、客戶行為分析概述 ············.159
五、客戶細(xì)分概述 ··················.161
六、客戶忠誠(chéng)度分析概述 ·········.164
七、客戶生命周期分析 ············.167
自學(xué)自測(cè) ·····································.172
課中實(shí)訓(xùn) ·····································.173
實(shí)訓(xùn)一 客戶特征統(tǒng)計(jì)分析·······.173
實(shí)訓(xùn)二 基于 5W1H 分析法的應(yīng)用案例 ························.175
實(shí)訓(xùn)三 基于交易次數(shù)的新老客戶購(gòu)買(mǎi)情況分析實(shí)例·······.176
實(shí)訓(xùn)四 客戶生命周期數(shù)據(jù)分析與優(yōu)化案例 ··················.183
復(fù)盤(pán)反思 ······························.185
實(shí)訓(xùn)項(xiàng)目評(píng)價(jià) ························.185
課后提升 ·····································.186
案例 1 數(shù)據(jù)挖掘模型在電子商務(wù)客戶價(jià)值分類中的應(yīng)用 ····.186
案例 2 分析店鋪客戶生命周期 ·.186
項(xiàng)目九 商品數(shù)據(jù)分析···························································································.187
教學(xué)目標(biāo) ·····································.187
思政園地 ·····································.188
案例導(dǎo)入 ·····································.188
課前自學(xué) ·····································.189
一、商品數(shù)據(jù)分析概述 ············.189
二、商品需求分析 ··················.189
三、商品價(jià)格分析 ··················.191
四、商品組合分析 ··················.192
五、商品生命周期分析·············.196
六、商品庫(kù)存管理方法·············.198
自學(xué)自測(cè) ·····································.199
課中實(shí)訓(xùn) ·····································.200
實(shí)訓(xùn)一 商品熱度分析·············.200
實(shí)訓(xùn)二 商品定價(jià)分析算例·······.202
實(shí)訓(xùn)三 根據(jù)百度指數(shù)分析商品生命周期 ··················.207
實(shí)訓(xùn)四 商品庫(kù)存管理 ············.208
復(fù)盤(pán)反思 ······························.216
實(shí)訓(xùn)項(xiàng)目評(píng)價(jià) ························.216
課后提升 ·····································.216
案例 1 沃爾瑪?shù)臄?shù)據(jù)基因 ·······.216
案例 2 商品生命周期分析 ·······.217
項(xiàng)目十 電子商務(wù)運(yùn)營(yíng)數(shù)據(jù)分析·············································································.218
教學(xué)目標(biāo)·····································.218
思政園地·····································.219
案例導(dǎo)入·····································.219
課前自學(xué)·····································.220
一、運(yùn)營(yíng)數(shù)據(jù)分析的概念與主要指標(biāo) ······························.220
二、推廣數(shù)據(jù)分析 ··················.221
三、銷(xiāo)售數(shù)據(jù)分析 ··················.221
四、客服績(jī)效分析 ··················.225
自學(xué)自測(cè)·····································.227
課中實(shí)訓(xùn)·····································.228
實(shí)訓(xùn)一 流量結(jié)構(gòu)分析 ············.228
實(shí)訓(xùn)二 推廣數(shù)據(jù)分析 ············.230
實(shí)訓(xùn)三 銷(xiāo)售數(shù)據(jù)分析 ············.237
實(shí)訓(xùn)四 電商店鋪客服 KPI 考核實(shí)例 ························.242
復(fù)盤(pán)反思 ······························.245
實(shí)訓(xùn)項(xiàng)目評(píng)價(jià) ························.246
課后提升 ·····································.246
案例 1 “雙十一”的興起及發(fā)展··.246
案例 2 三只松鼠精準(zhǔn)營(yíng)銷(xiāo)案例分析 ·························.247
參考文獻(xiàn)···············································································································.248