商务数据分析 （双色）

  • ISBN：978-7-5657-3952-1
  • 作者：宋沛军 白美娇 孙国喆
  • 定价：￥49.8
  • 出版社：中国传媒大学出版社
  • 适用层次：通用
  • 出版/修订日期：2025-07-01
        本书具有以下特点。
        1.素质教育，润物无声
        党的二十大报告指出：“育人的根本在于立德。”本书融入党的二十大精神，秉承能力教育与素质教育同向同行的理念，选取既能够对应相关知识点，又能够体现职业素养并与实际应用紧密相关的案例，将能力教育和素质教育完美融合，力求培养高素质、高水准的专业型人才。
        2.全新形态，全新理念
        本书秉承“实例教学，讲练结合”的教学理念，采用“项目+任务”的体例形式，对标“1+X”电子商务数据分析职业技能等级标准，将重点知识内容按岗位需求模块化，突出职业能力培养目标，形成了集课、岗、赛、训一体化的新形态教材。
        3.图解详细，实用性强
        本书内容全面，既包含商务数据分析的完整知识体系，又包含常用数据分析工具的相关操作，并将实际应用中的操作步骤进行详细图解。同时，本书还对案例实施过程中难以理解的概念和方法加以解释，让读者一目了然，有效提升读者的学习效率。
项目一  筹备商务数据分析
任务一 认识商务数据 ····················································································3
任务二 认识商务数据分析 ············································································11
任务三 认识分析工作流程 ············································································14
任务四 认识数据分析方法 ············································································17

项目二  熟悉数据分析平台

任务一 熟悉线上数据分析平台 ······································································29
任务二 熟悉线下数据分析平台 ······································································38

项目三  采集商务数据

任务一 认识商务数据采集 ············································································49
任务二 选择数据采集工具 ············································································56
任务三 实施商务数据采集 ············································································61

项目四  预处理商务数据

任务一 清洗采集的数据 ···············································································81

任务二 整理采集的数据 ···············································································88


项目五  可视化商务数据
任务一 熟悉商务数据可视化 ·········································································98
任务二 熟悉可视化图形 ············································································· 105
任务三 分解可视化图表 ············································································· 112
任务四 熟悉识图方法 ················································································ 113

项目六  调研分析市场数据
任务一 采集市场数据 ················································································ 129
任务二 市场数据分析 ················································································ 132
任务三 市场数据分析方式 ·········································································· 133
任务四 市场数据分析方法 ·········································································· 139
任务五 分析市场数据 ················································································ 142

项目七  调研分析竞争对象
任务一 竞争对象分析的概念 ······································································· 158
任务二 竞争对象分析的步骤 ······································································· 159
任务三 竞争对象分析的方法 ······································································· 161

项目八  调研分析客户数据
任务一 建立客户指标 ················································································ 172
任务二 客户智能画像 ················································································ 177
任务三 客户价值分析模型 ·········································································· 192

项目九  统计分析商品数据
任务一 商品定价与成本 ············································································· 201
任务二 商品的生命周期 ············································································· 203
任务三 商品库存分析 ················································································ 214

项目十  分析店铺运行数据
任务一 商品流量分析 ················································································ 237
任务二 商品销售数据分析 ·········································································· 245
任务三 网络营销推广 ················································································ 253

项目十一  制作商务数据分析报告
任务一 认识商务数据分析报告 ···································································· 257
任务二 撰写商务数据分析报告 ···································································· 259

参考文献/272

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    商务数据分析 （双色）