本書以跨境電商數(shù)據(jù)分析相關(guān)崗位需求為導向，將跨境電商數(shù)據(jù)的理論知識和實踐應用相結(jié)合，設置了 8 個教學項目，主要包括：跨境電商數(shù)據(jù)分析概述，跨境電商數(shù)據(jù)采集、清洗及處理，跨境電商數(shù)據(jù)化選品，跨境電商市場數(shù)據(jù)分析，跨境電商客戶數(shù)據(jù)分析，跨境電商運營數(shù)據(jù)分析，跨境電商數(shù)據(jù)診斷與復盤，以及跨境電商數(shù)據(jù)可視化。每個教學項目分別包含學習目標、思維導圖、情景案例、理論知識和拓展實訓等板塊。通過理論學習+實踐操作+拓展實訓，學生不僅能夠掌握跨境電商數(shù)據(jù)分析的技術(shù)和方法，還能夠利用數(shù)據(jù)化思維獨立分析和解決跨境電商運營中存在的問題。
莫川川，廣州番禺職業(yè)技術(shù)學院副教授，中國國際電子商務中心-國家專業(yè)技術(shù)人員繼續(xù)教育基地特聘專家。主編國家十四五規(guī)劃教材《跨境電商基礎(chǔ)與實務》銷量超過10萬冊。通過“絲路電商”云上大講堂課程為38個國家9000名商務人士培訓電商技能。梁娟娟（女），副教授，獲全國優(yōu)秀教師、南粵優(yōu)秀教師稱號。阿里巴巴跨境電商數(shù)據(jù)運營高級考評員。擁有二十年電子商務一線教學和培訓經(jīng)驗。編寫電子商務相關(guān)教材10部。指導學生參加專業(yè)技能大賽獲得全國特等獎2項、全國一等獎8項目，全國二等獎6項，省級一等獎4項，省級二等獎10項。十次獲得大賽優(yōu)秀指導教師。
項目一 跨境電商數(shù)據(jù)分析概述···································································001
任務一 認識跨境電商···········································································003
任務二 認識跨境電商數(shù)據(jù)分析·······························································008
項目二 跨境電商數(shù)據(jù)采集、清洗及處理·······················································012
任務一 跨境電商數(shù)據(jù)采集·····································································014
任務二 跨境電商數(shù)據(jù)清洗·····································································024
任務三 跨境電商數(shù)據(jù)處理·····································································032
項目三 跨境電商數(shù)據(jù)化選品 ······································································040
任務一 認識跨境電商選品·····································································042
任務二 跨境電商站內(nèi)數(shù)據(jù)化選品····························································047
任務三 跨境電商站外數(shù)據(jù)化選品····························································090
項目四 跨境電商市場數(shù)據(jù)分析···································································101
任務一 跨境電商市場基礎(chǔ)數(shù)據(jù)分析·························································104
任務二 跨境電商市場競爭數(shù)據(jù)分析·························································110
項目五 跨境電商客戶數(shù)據(jù)分析···································································121
任務一 跨境電商客戶畫像·····································································124
任務二 跨境電商客戶來源數(shù)據(jù)分析·························································132
任務三 跨境電商客戶價值數(shù)據(jù)分析·························································142
任務四 跨境電商客戶消費數(shù)據(jù)分析·························································148
項目六 跨境電商運營數(shù)據(jù)分析···································································154
任務一 跨境電商店鋪數(shù)據(jù)分析·······························································157
任務二 跨境電商供應鏈數(shù)據(jù)分析····························································172
項目七 跨境電商數(shù)據(jù)診斷與復盤································································180
任務一 認識跨境電商數(shù)據(jù)診斷·······························································182
任務二 跨境電商數(shù)據(jù)診斷與復盤案例解析················································186
項目八 跨境電商數(shù)據(jù)可視化 ······································································193
任務一 跨境電商數(shù)據(jù)可視化認知····························································196
任務二 跨境電商數(shù)據(jù)可視化圖表····························································200
參考文獻 ··································································································219
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