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Jingdong book

电商数据化运营

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电商数据化运营

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《传统企业如何做电商及微电商(双色)》,电商及微电商双领域大咖龚文祥力作!电商、微商人值得一读的书!传统企业进军电商与微电商靠谱的行动指南!


《电商怎么做》,电商运营理念、布局思路与落地方案,你一定读得进去,全是干货。


《电商大数据——数据化管理与运营之道(第2版)》,一本专业定位电商领域数据挖掘和深入浅出数据分析的书!数据时代值得阅读!



Content Description

2015年是淘宝发生剧烈变化的一年,淘宝的领导层换帅了,淘宝规则又调整了,天猫变邀请制了,淘宝的很多规则都在变化。在这次改变中,成就了能懂得淘宝规则改变目的、平台理念的,并做出及时应对的商家;淘汰了那批不了解规则、不注重学习的商家。对读者来说,要想成为成功的商家,必须要学会理解平台的理念和商务的本质。__eol__本书汇集淘宝市场容量分析、年龄和买家等级分析、宝贝价格定位、上下架时间定位、淘宝搜索、无线淘宝搜索、数据优化标题等,对每章都做了非常详尽的介绍,并列举了大量的案例进行说明,可以使读者对淘宝的大数据有快速深入的认识,同时读者通过案例实操可以轻松掌握这些内容,并可快速在店铺中使用数据方法,是淘宝店铺必备的参考用书。__eol__

Author Description

夏嘉峰(本名)1977年生于浙江象山,天猫讲师、内训师,黄金台诊断师,天下网商资深分析师,杭州淘推商务咨询有限公司创始人。凭借着对市场敏锐的嗅觉和多年电商数据分析经验,他专注于研究淘宝自然搜索,精通数据化运营分析,擅长数据营销、淘宝SEO.,为国内多家知名企业网店做诊断师,并屡获好评!

Catalogue

引 言
第1 章 淘/宝市场容量分析


第2 章 年龄和买家等级分析


第3 章 宝贝价格定位
3.1 买家的购物心理及对价格的认知
3.2 掌柜的定价心理及定价误区
3.3 影响淘/宝定价策略的因素
3.4 竞争对手价格及市场分析
3.5 定价策略及定价小技巧
3.5.1 定价策略①成本定价法
3.5.2 定价策略②价值定价法
3.5.3 定价策略③竞争定价法
3.5.4 定价策略④新商品定价
3.5.5 定价策略⑤ 618 定价法
3.5.6 定价小技巧


第4 章 上下架时间定位
4.1 什么是上下架时间
4.2 上下架时间的作用
4.3 上下架时间规则
4.4 上下架方法


第5 章 解读淘/宝搜索
5.1 什么是淘/宝搜索
5.1.1淘/宝搜索发展史
5.1.2 解读搜索结果页
5.2 十大搜索模型
5.2.1 类目模型:商品发布的淘/宝类目和属性
5.2.2 文本模型:商品匹配的对应标题关键词和属性
5.2.3 时间模型:上下架时间轮播展现排名
5.2.4 反作弊模型:商品严重违规及虚假交易处罚
5.2.5 价格模型:统计分析淘/宝价格区间和品牌限价规则
5.2.6 卖家模型:同层级同类目支付宝交易及店铺质量
5.2.7 服务模型:客户满意度及DSR 评分
5.2.8 人气模型:买家喜欢的宝贝热度, 评估消费者对产品的认可度
5.2.9 商业规则
5.2.10 个性化搜索: 个性化原则(千人千面原理)

第6 章 深度解读淘/宝搜索
6.1 无线电商的发展趋势
6.2 无线买家行为习惯
6.2.1 无线淘/宝需要关注的问题
6.2.2 无线移动用户行为新特征
6.2.3 买家喜欢在手机上淘/宝的原因
6.2.4 无线搜索买家行为消费轨迹
6.2.5 无线搜索宝贝页面最}受关注的信息排行榜
6.2.6 无线淘宝/消费行为习惯年龄群
6.3 无线搜索核心因素
6.3.1 什么是淘/宝无线搜索
6.3.2 无线搜索排名的基石:相关性
6.3.3 无线搜索的基础模型:人气模型
6.3.4 无线搜索的排名因素
6.3.5 无线搜索提高排名
6.4 无线淘/宝的运营管理
6.4.1 无线店铺装修:抓住淘/宝印象
6.4.2 吸引客户关注:站在用户角度思考
6.4.3 无线营销思路抓准营销时机,增加一切流量的方法
6.4.4 从流量运营、转化、客户维护和无线端分析方面总结手机淘/宝运营精华


第7 章 数据优化标题
7.1 标题优化五大原则
7.2 标题优化的作用
7.3 认识查找并巧选关键词
7.4 关键词的组合要素
7.5 关键词的组合方法
7.6 标题优化实操


Introduction

今年的淘/宝是剧烈变化的一年,淘/宝的领导层换帅了,淘/宝规则又调整了,天猫变邀请制了,C店可以开企业店了……
很多淘/宝卖家反映淘/宝现在越来越难做了,以前的方法都不灵了,店铺流量越来越少,同行又在打价格战,淘/宝售价比他们的成本价还低,纷纷萌生退出淘/宝的念头。
随着电子商务的普及,越来越多有实力的商家、品牌商纷纷入驻淘/宝平台,不管你愿不愿意,淘/宝的洗牌已经悄悄开始了。
当然,亲们也不要着急,只要你能理解淘/宝的规则,理解淘/宝理念,你将会发现淘/宝改变商业形态,将为你创造价值奇迹。
淘/宝平台创立至今已有12年,在2009年~2013年,淘/宝实现了野蛮式增长,创造了一个个商业奇迹,在这快速成长的过程中,淘/宝也发现了许多问题。最主要的问题是淘/宝发现自己的平台商家大多卖的是便宜货,还有很多是A货,淘/宝的口碑也就是东西比较便宜。随着淘/宝的发展,这也是淘/宝上市必须要解决的。/
怎么提升淘/宝的价值感,吸引更多有消费能力的买家到淘/宝平台来购物,成为淘/宝不得不解决的问题。
这也是淘/宝未来如何面对京东、苏宁、一号店等电商平台崛起的战略规划,淘/宝要教育他的商家,不能像过去一样经营,必须要做出改变,那么如何引导商家改变呢?淘/宝通过其搜索的调整,通过改变规则倒逼商家做出经营调整。2013年的“小而美”策略就是一次品质提升的调整,淘/宝不想让其商家什么都卖,而是想要商家变得高度专业化,想要商家做好用户购物体验。调整的结果就是那些没有及时改变经营策略的商家纷纷倒下了,那些还抱有大店思维、想要什么东西都卖的商家,他们的流量日渐减少,而那些卖单一类目、单一品类的小商家的流量反而慢慢多了起来,经营状况突然好起来了;那些买家评价好的店铺,虽然因价格高而卖得不多,但是排名却比那些低价卖得很多的商店要好,商家真正实现了盈利。而淘/宝通过这样一次规则调整实现了平台品质的提升,实现了让真正有消费能力的人能买到他想要的商品,改变了过去淘/宝只能淘便宜货的印象,这对淘/宝未来的价值更是巨大,随着国民消费能力的提升,越来越多的高消费能力的买家进入淘宝,从而实现淘宝平台价值的提升,也是淘宝实现上市的前提。
在这次改变中,成就了能懂得淘/ 宝规则改变目的、平台理念的,并做出及时应对的商家,淘汰了那批不了解规则、不注重学习的商家。对读者来说,要想成为那批成功的商家,就要学会理解平台的理念、商务的本质。
市场上大量有关指导操作层面的工具书内容,在本书中不再赘述。
本书从第1章开始教读者从商务角度理解淘/宝规则,运用科学的分析方法,让读者明白什么是运筹帷幄,深入剖析流量的本质,教读者明白每一流量背后的人,这样才能使店铺流量源源不断。利用书中的方法,读者可以让每一个到其店铺的买家都能放心下单。书中讲解了很多规则,有些规则是读者必须遵守的,有些规则是可以利用的,游离于规则才能游刃有余。读完本书后,读者定会恍然大悟,原来淘/宝应该这么做,其实电商并不难。

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