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电子商务数据分析与应用（Excel版） 
定 价：59 元 丛书名：
适用读者:本书可作为应用型院校电子商务、工商管理、统计学等相关专业的教材，也可作为电商数据分析师专业技能培训考试的辅导书，以及相关专业技术人员和电商经营者从事电商数据分析工作的参考用书。
9 7 4 8 8 7 2 1 6 2 4 1 9 
本书全面介绍了电子商务数据分析涉及的理论、实践与应用，包括电子商务数据分析认知，电子商务数据分析模型，电子商务数据分析方法，数据的采集，数据导入与预处理，数据可视化，电子商务行业数据分析，电子商务客户数据分析，商品数据分析和电子商务运营数据分析。
隋东旭，男，硕士研究生，Wish官方青年讲师，电商数据分析1+X证书标椎撰写与制定成员之一，跨境电商B2C出口1+X证书标准撰写与制定成员之一。
项目一 电子商务数据分析认知················································································.1
教学目标 ········································.1 思政园地 ········································.2 案例导入 ········································.2 课前自学 ········································.2 一、电子商务数据分析的内涵 ······.2 二、电子商务数据分析的意义 ······.8 三、电子商务数据分析的流程 ······10 四、电子商务数据分析的原则 ······11 自学自测 ········································12 课中实训 ······································.13 实训 电子商务数据分析的主要任务·.13 复盘反思 ·······························.16 实训项目评价 ·························.17 课后提升 ······································.17 案例 1 京东大数据用户画像 ·····.17 案例 2 挖掘数据价值，科大讯飞助力银行提升营销服务质量和 管理效率 ····················.18 项目二 电子商务数据分析模型··············································································.19 教学目标 ········································19 思政园地 ········································20 案例导入 ········································20 课前自学 ········································21 一、PEST 模型的主要内容···········21 二、5W2H 模型的主要内容··········22 三、逻辑树模型的主要内容 ·········23 四、漏斗模型的主要内容 ············25 自学自测 ········································26 课中实训 ········································27 实训一 基于 PEST 模型的案例分析 ···························27 实训二 5W2H 模型的应用案例 ··.29 实训三 基于逻辑树模型的案例分析 ·························.30 实训四 漏斗模型的应用案例·····.31 复盘反思 ·······························.34 实训项目评价 ·························.34 课后提升 ······································.35 案例 1 基于 SWOT 分析的企业电子商务发展策略 ········.35 案例 2 电子商务行业发展的 PEST 模型 ··························.35 项目三 电子商务数据分析方法··············································································.36 教学目标 ········································36 思政园地 ········································37 案例导入 ········································37 课前自学 ········································38 一、统计分析 ···························38 二、相关分析与回归分析···········.42 三、时间序列分析 ···················.44 四、聚类分析 ·························.47 自学自测 ······································.47 课中实训 ······································.48 实训一 统计分析计算 ···············48 实训二 相关分析与回归分析的应用 ···························51 实训三 时间序列分析计算 ·········56 实训四 聚类分析计算 ···············59 复盘反思 ·································60 实训项目评价 ···························60 课后提升 ········································61 案例 1 神奇的购物篮分析 ··········61 案例 2 Target 百货商店的怀孕预测指数 ····························61 项目四 数据的采集 ·································································································62 教学目标········································62 思政园地········································63 案例导入········································63 课前自学········································64 一、电子商务相关数据的获取 ······64 二、店铺数据获取的主要渠道 ······66 自学自测········································75 课中实训········································76 实训一 网络数据的爬取 ············76 实训二 调查问卷的设计与回收处理 ···························81 复盘反思 ·································86 实训项目评价 ···························86 课后提升 ········································87 案例 1 数据采集在电商成本控制中的应用 ······················87 案例 2 数据采集实训 ················87 项目五 数据导入与预处理·······················································································88 教学目标········································88 思政园地········································89 案例导入········································89 课前自学········································90 一、数据的导入与导出 ···············90 二、数据预处理 ························90 自学自测········································93 课中实训········································94 实训一 数据的导入与导出 ·········94 实训二 数据预处理 ··················99 实训三 数据的基本处理操作 ···.100 复盘反思 ······························.103 实训项目评价 ························.103 课后提升 ·····································.104 案例 1 数据预处理在网络社区 数据分析中的应用 ·······.104 案例 2 数据预处理专项应用 ····.105 项目六 数据可视化 ······························································································.106 教学目标·····································.106 思政园地·····································.107 案例导入·····································.107 课前自学·····································.108 一、数据可视化概述 ···············.108 二、Excel 数据表格和透视表·····.109 三、标签云可视化 ··················.111 自学自测·····································.112 课中实训·····································.113 实训一 图表的制作 ···············.113 实训二 利用数据透视表制作 统计表 ·····················.123 实训项目评价 ························.129 课后提升 ·····································.130 案例 1 京东手机“6·18”数据实时战报 ···················.130 案例 2 图表制作专项练习 ·······.130 项目七 电子商务行业数据分析·············································································.131 教学目标 ·····································.131 思政园地 ·····································.132 案例导入 ·····································.132 课前自学 ·····································.133 一、行业数据分析 ··················.133 二、市场行情认知与调研 ·········.135 三、市场供给与需求分析 ·········.136 四、电子商务行业竞争数据分析··.139 自学自测 ·····································.141 课中实训 ·····································.142 实训一 行业数据采集的算例 ···.142 实训二 利用百度指数分析市场行情 ························.144 实训三 市场供给与需求分析实例 ························.148 实训四 电子商务行业竞争分析实例 ························.150 复盘反思 ······························.151 实训项目评价 ························.152 课后提升 ·····································.152 案例 1 妮维雅官方旗舰店的运营方案 ·························.152 案例 2 利用百度指数分析市场行情 ·························.153 项目八 电子商务客户数据分析·············································································.154 教学目标 ·····································.154 思政园地 ·····································.155 案例导入 ·····································.155 课前自学 ·····································.156 一、电子商务客户数据分析认知 ··.156 二、电子商务客户数据分析的概念与主要内容 ·····················.157 三、电子商务客户数据分析的主要 数据指标 ························.159 四、客户行为分析概述 ············.159 五、客户细分概述 ··················.161 六、客户忠诚度分析概述 ·········.164 七、客户生命周期分析 ············.167 自学自测 ·····································.172 课中实训 ·····································.173 实训一 客户特征统计分析·······.173 实训二 基于 5W1H 分析法的应用案例 ························.175 实训三 基于交易次数的新老客户购买情况分析实例·······.176 实训四 客户生命周期数据分析与优化案例 ··················.183 复盘反思 ······························.185 实训项目评价 ························.185 课后提升 ·····································.186 案例 1 数据挖掘模型在电子商务客户价值分类中的应用 ····.186 案例 2 分析店铺客户生命周期 ·.186 项目九 商品数据分析···························································································.187 教学目标 ·····································.187 思政园地 ·····································.188 案例导入 ·····································.188 课前自学 ·····································.189 一、商品数据分析概述 ············.189 二、商品需求分析 ··················.189 三、商品价格分析 ··················.191 四、商品组合分析 ··················.192 五、商品生命周期分析·············.196 六、商品库存管理方法·············.198 自学自测 ·····································.199 课中实训 ·····································.200 实训一 商品热度分析·············.200 实训二 商品定价分析算例·······.202 实训三 根据百度指数分析商品生命周期 ··················.207 实训四 商品库存管理 ············.208 复盘反思 ······························.216 实训项目评价 ························.216 课后提升 ·····································.216 案例 1 沃尔玛的数据基因 ·······.216 案例 2 商品生命周期分析 ·······.217 项目十 电子商务运营数据分析·············································································.218 教学目标·····································.218 思政园地·····································.219 案例导入·····································.219 课前自学·····································.220 一、运营数据分析的概念与主要指标 ······························.220 二、推广数据分析 ··················.221 三、销售数据分析 ··················.221 四、客服绩效分析 ··················.225 自学自测·····································.227 课中实训·····································.228 实训一 流量结构分析 ············.228 实训二 推广数据分析 ············.230 实训三 销售数据分析 ············.237 实训四 电商店铺客服 KPI 考核实例 ························.242 复盘反思 ······························.245 实训项目评价 ························.246 课后提升 ·····································.246 案例 1 “双十一”的兴起及发展··.246 案例 2 三只松鼠精准营销案例分析 ·························.247 参考文献···············································································································.248
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