項目一 電子商務數(shù)據(jù)分析認知················································································.1
教學目標 ········································.1
思政園地 ········································.2
案例導入 ········································.2
課前自學 ········································.2
一、電子商務數(shù)據(jù)分析的內(nèi)涵 ······.2
二、電子商務數(shù)據(jù)分析的意義 ······.8
三、電子商務數(shù)據(jù)分析的流程 ······10
四、電子商務數(shù)據(jù)分析的原則 ······11
自學自測 ········································12
課中實訓 ······································.13
實訓 電子商務數(shù)據(jù)分析的主要任務·.13
復盤反思 ·······························.16
實訓項目評價 ·························.17
課后提升 ······································.17
案例 1 京東大數(shù)據(jù)用戶畫像 ·····.17
案例 2 挖掘數(shù)據(jù)價值，科大訊飛助力銀行提升營銷服務質(zhì)量和 管理效率 ····················.18
項目二 電子商務數(shù)據(jù)分析模型··············································································.19
教學目標 ········································19
思政園地 ········································20
案例導入 ········································20
課前自學 ········································21
一、PEST 模型的主要內(nèi)容···········21
二、5W2H 模型的主要內(nèi)容··········22
三、邏輯樹模型的主要內(nèi)容 ·········23
四、漏斗模型的主要內(nèi)容 ············25
自學自測 ········································26
課中實訓 ········································27
實訓一 基于 PEST 模型的案例分析 ···························27
實訓二 5W2H 模型的應用案例 ··.29
實訓三 基于邏輯樹模型的案例分析 ·························.30
實訓四 漏斗模型的應用案例·····.31
復盤反思 ·······························.34
實訓項目評價 ·························.34
課后提升 ······································.35
案例 1 基于 SWOT 分析的企業(yè)電子商務發(fā)展策略 ········.35
案例 2 電子商務行業(yè)發(fā)展的 PEST 模型 ··························.35
項目三 電子商務數(shù)據(jù)分析方法··············································································.36
教學目標 ········································36
思政園地 ········································37
案例導入 ········································37
課前自學 ········································38
一、統(tǒng)計分析 ···························38
二、相關分析與回歸分析···········.42
三、時間序列分析 ···················.44
四、聚類分析 ·························.47
自學自測 ······································.47
課中實訓 ······································.48
實訓一 統(tǒng)計分析計算 ···············48
實訓二 相關分析與回歸分析的應用 ···························51
實訓三 時間序列分析計算 ·········56
實訓四 聚類分析計算 ···············59
復盤反思 ·································60
實訓項目評價 ···························60
課后提升 ········································61
案例 1 神奇的購物籃分析 ··········61
案例 2 Target 百貨商店的懷孕預測指數(shù) ····························61
項目四 數(shù)據(jù)的采集 ·································································································62
教學目標········································62
思政園地········································63
案例導入········································63
課前自學········································64
一、電子商務相關數(shù)據(jù)的獲取 ······64
二、店鋪數(shù)據(jù)獲取的主要渠道 ······66
自學自測········································75
課中實訓········································76
實訓一 網(wǎng)絡數(shù)據(jù)的爬取 ············76
實訓二 調(diào)查問卷的設計與回收處理 ···························81
復盤反思 ·································86
實訓項目評價 ···························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用 ······················87
案例 2 數(shù)據(jù)采集實訓 ················87
項目五 數(shù)據(jù)導入與預處理·······················································································88
教學目標········································88
思政園地········································89
案例導入········································89
課前自學········································90
一、數(shù)據(jù)的導入與導出 ···············90
二、數(shù)據(jù)預處理 ························90
自學自測········································93
課中實訓········································94
實訓一 數(shù)據(jù)的導入與導出 ·········94
實訓二 數(shù)據(jù)預處理 ··················99
實訓三 數(shù)據(jù)的基本處理操作 ···.100
復盤反思 ······························.103
實訓項目評價 ························.103
課后提升 ·····································.104
案例 1 數(shù)據(jù)預處理在網(wǎng)絡社區(qū) 數(shù)據(jù)分析中的應用 ·······.104
案例 2 數(shù)據(jù)預處理專項應用 ····.105
項目六 數(shù)據(jù)可視化 ······························································································.106
教學目標·····································.106
思政園地·····································.107
案例導入·····································.107
課前自學·····································.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、標簽云可視化 ··················.111
自學自測·····································.112
課中實訓·····································.113
實訓一 圖表的制作 ···············.113
實訓二 利用數(shù)據(jù)透視表制作
統(tǒng)計表 ·····················.123
實訓項目評價 ························.129
課后提升 ·····································.130
案例 1 京東手機“6·18”數(shù)據(jù)實時戰(zhàn)報 ···················.130
案例 2 圖表制作專項練習 ·······.130
項目七 電子商務行業(yè)數(shù)據(jù)分析·············································································.131
教學目標 ·····································.131
思政園地 ·····································.132
案例導入 ·····································.132
課前自學 ·····································.133
一、行業(yè)數(shù)據(jù)分析 ··················.133
二、市場行情認知與調(diào)研 ·········.135
三、市場供給與需求分析 ·········.136
四、電子商務行業(yè)競爭數(shù)據(jù)分析··.139
自學自測 ·····································.141
課中實訓 ·····································.142
實訓一 行業(yè)數(shù)據(jù)采集的算例 ···.142
實訓二 利用百度指數(shù)分析市場行情 ························.144
實訓三 市場供給與需求分析實例 ························.148
實訓四 電子商務行業(yè)競爭分析實例 ························.150
復盤反思 ······························.151
實訓項目評價 ························.152
課后提升 ·····································.152
案例 1 妮維雅官方旗艦店的運營方案 ·························.152
案例 2 利用百度指數(shù)分析市場行情 ·························.153
項目八 電子商務客戶數(shù)據(jù)分析·············································································.154
教學目標 ·····································.154
思政園地 ·····································.155
案例導入 ·····································.155
課前自學 ·····································.156
一、電子商務客戶數(shù)據(jù)分析認知 ··.156
二、電子商務客戶數(shù)據(jù)分析的概念與主要內(nèi)容 ·····················.157
三、電子商務客戶數(shù)據(jù)分析的主要 數(shù)據(jù)指標 ························.159
四、客戶行為分析概述 ············.159
五、客戶細分概述 ··················.161
六、客戶忠誠度分析概述 ·········.164
七、客戶生命周期分析 ············.167
自學自測 ·····································.172
課中實訓 ·····································.173
實訓一 客戶特征統(tǒng)計分析·······.173
實訓二 基于 5W1H 分析法的應用案例 ························.175
實訓三 基于交易次數(shù)的新老客戶購買情況分析實例·······.176
實訓四 客戶生命周期數(shù)據(jù)分析與優(yōu)化案例 ··················.183
復盤反思 ······························.185
實訓項目評價 ························.185
課后提升 ·····································.186
案例 1 數(shù)據(jù)挖掘模型在電子商務客戶價值分類中的應用 ····.186
案例 2 分析店鋪客戶生命周期 ·.186
項目九 商品數(shù)據(jù)分析···························································································.187
教學目標 ·····································.187
思政園地 ·····································.188
案例導入 ·····································.188
課前自學 ·····································.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、商品庫存管理方法·············.198
自學自測 ·····································.199
課中實訓 ·····································.200
實訓一 商品熱度分析·············.200
實訓二 商品定價分析算例·······.202
實訓三 根據(jù)百度指數(shù)分析商品生命周期 ··················.207
實訓四 商品庫存管理 ············.208
復盤反思 ······························.216
實訓項目評價 ························.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
項目十 電子商務運營數(shù)據(jù)分析·············································································.218
教學目標·····································.218
思政園地·····································.219
案例導入·····································.219
課前自學·····································.220
一、運營數(shù)據(jù)分析的概念與主要指標 ······························.220
二、推廣數(shù)據(jù)分析 ··················.221
三、銷售數(shù)據(jù)分析 ··················.221
四、客服績效分析 ··················.225
自學自測·····································.227
課中實訓·····································.228
實訓一 流量結(jié)構分析 ············.228
實訓二 推廣數(shù)據(jù)分析 ············.230
實訓三 銷售數(shù)據(jù)分析 ············.237
實訓四 電商店鋪客服 KPI 考核實例 ························.242
復盤反思 ······························.245
實訓項目評價 ························.246
課后提升 ·····································.246
案例 1 “雙十一”的興起及發(fā)展··.246
案例 2 三只松鼠精準營銷案例分析 ·························.247
參考文獻···············································································································.248