Excel在電商運(yùn)營(yíng)數(shù)據(jù)管理中的應(yīng)用

第1章用Excel輕松管理淘寶店鋪資料
1.1 供貨商資料管理................................................2
1.1.1 手動(dòng)精確填寫(xiě)供貨商資料..................................................2
1.1.2 凍結(jié)標(biāo)題行查看靠后的資料信息......................................4
1.1.3 確保供貨商銀行賬戶信息正常顯示..................................6
1.1.4 限定輸入的供貨類別數(shù)據(jù)..................................................8
1.2 顧客資料管理.................................................10
1.2.1 導(dǎo)入文本文檔中保存的顧客資料....................................10
1.2.2 直接從網(wǎng)站復(fù)制顧客資料................................................13
1.2.3 快速錄入客戶編號(hào)數(shù)據(jù)...................................................16
1.3 商品資料管理.................................................17
1.3.1 根據(jù)商品類型自動(dòng)填充默認(rèn)供貨商................................17
1.3.2 篩選指定商品數(shù)據(jù)...........................................................21
1.3.3 按商品屬性將供貨信息歸類............................................22
1.4 資料數(shù)據(jù)的打印輸出........................................25
1.4.1 預(yù)覽打印效果...................................................................26
1.4.2 設(shè)置紙張方向和大小.......................................................26
1.4.3 設(shè)置打印范圍...................................................................29
1.4.4 將文件轉(zhuǎn)化為不可編輯的PDF文檔.................................29
第2章從訪問(wèn)量和轉(zhuǎn)化率看店鋪人氣
2.1 網(wǎng)店訪問(wèn)量分析..............................................32
2.1.1 搜索瀏覽量（IPV）分析.................................................32
2.1.2 付費(fèi)流量與免費(fèi)流量的占比關(guān)系....................................39
2.1.3 訪客數(shù)（UV）分析.........................................................44
2.2 成交轉(zhuǎn)化率分析..............................................51
2.2.1 成交轉(zhuǎn)換率計(jì)算...............................................................51
2.2.2 成交轉(zhuǎn)化率分析...............................................................52
2.2.3 根據(jù)下單數(shù)決定產(chǎn)品投放方案........................................57
第3章熱銷商品的統(tǒng)計(jì)與分析
3.1 商品熱度和名稱統(tǒng)計(jì)........................................64
3.1.1 商品搜索熱度數(shù)據(jù)統(tǒng)計(jì)...................................................64
3.1.2 商品關(guān)鍵詞的分析...........................................................70
3.2 商品定價(jià)影響銷量...........................................74
3.2.1 行業(yè)和競(jìng)爭(zhēng)對(duì)手商品定價(jià)范圍統(tǒng)計(jì)分析........................74
3.2.2 同一類商品售賣(mài)價(jià)格帶的分析........................................84
3.2.3 售價(jià)與成交量的關(guān)系.......................................................88
3.2.4 商品成本與收益關(guān)系.......................................................92
3.3 商品評(píng)價(jià)統(tǒng)計(jì)分析...........................................95
3.3.1 統(tǒng)計(jì)好評(píng)、中評(píng)和差評(píng)數(shù)據(jù)占比情況............................96
3.3.2 根據(jù)各個(gè)評(píng)價(jià)數(shù)據(jù)進(jìn)行相應(yīng)分析....................................99
第4章顧客購(gòu)買(mǎi)情況的分析
4.1 顧客總體消費(fèi)情況分析...................................104
4.1.1 新老客戶人數(shù)變化走勢(shì)分析..........................................104
4.1.2 老客戶銷量和銷售額所占比重......................................106
4.2 顧客的需求情況分析.......................................111
4.2.1 訪問(wèn)和成交客戶的性別分析..........................................111
4.2.2 訪問(wèn)和成交客戶的年齡分析..........................................116
4.2.3 不同城市/區(qū)域訪問(wèn)和成交數(shù)據(jù)分析............................121
4.2.4 對(duì)顧客喜歡的促銷活動(dòng)進(jìn)行分析..................................122
4.3 顧客下單現(xiàn)狀分析..........................................124
4.3.1 下單客戶的消費(fèi)等級(jí)分析..............................................124
4.3.2 下單客戶的星座分析.....................................................125
4.3.3 下單原因分析.................................................................126
第5章競(jìng)爭(zhēng)對(duì)手的現(xiàn)狀分析
5.1 競(jìng)爭(zhēng)對(duì)手銷售情況分析和對(duì)比..........................128
5.1.1 競(jìng)爭(zhēng)對(duì)手同類商品銷量情況分析..................................128
5.1.2 競(jìng)爭(zhēng)對(duì)手商品類型數(shù)量和銷售額..................................130
5.1.3 競(jìng)爭(zhēng)對(duì)手回頭客統(tǒng)計(jì).....................................................133
5.1.4 競(jìng)爭(zhēng)對(duì)手下單轉(zhuǎn)換率情況分析......................................135
5.2 同行狀況的分析和對(duì)比...................................138
5.2.1 同行信用等級(jí)整體情況.................................................138
5.2.2 行業(yè)熱賣(mài)區(qū)域分布.........................................................139
5.2.3 同行數(shù)量發(fā)展趨勢(shì).........................................................141
第6章行業(yè)發(fā)展情況的分析
6.1 分析同類產(chǎn)品搜索和漲幅情況..........................144
6.1.1 搜索排行數(shù)據(jù)導(dǎo)入表格中..............................................144
6.1.2 標(biāo)識(shí)商品搜索指數(shù)處于上升/下降狀態(tài).........................148
6.1.3 分析商品搜索走勢(shì)大體情況..........................................149
6.1.4 查看最熱銷售商品的銷量數(shù)據(jù)與走勢(shì)..........................155
6.2 行業(yè)賣(mài)家和買(mǎi)家情況分析................................160
6.2.1 行業(yè)賣(mài)家經(jīng)營(yíng)階段的分析..............................................160
6.2.2 PC端與無(wú)線端的偏好占比和走勢(shì).................................166
第7章采購(gòu)成本的分析與控制
7.1 采購(gòu)成本數(shù)據(jù)分析..........................................170
7.1.1 商品采購(gòu)成本走勢(shì)分析.................................................170
7.1.2 各類商品采購(gòu)金額統(tǒng)計(jì).................................................175
7.1.3 各類商品采購(gòu)金額所占比例..........................................177
7.1.4 分析商品采購(gòu)時(shí)機(jī).........................................................181
7.1.5 對(duì)未來(lái)采購(gòu)金額進(jìn)行預(yù)測(cè)..............................................186
7.1.6 采購(gòu)最為頻繁的商品.....................................................191
7.1.7 不同渠道采購(gòu)成本分析.................................................191
7.2 根據(jù)生命周期來(lái)控制采購(gòu)商品..........................194
7.2.1 根據(jù)成交量和利潤(rùn)分析商品生命期..............................194
7.2.2 用阿里指數(shù)分析商品的生命周期..................................198
7.3 其他原因控制采購(gòu)方向...................................200
7.3.1 根據(jù)型號(hào)多少?zèng)Q定采購(gòu).................................................200
7.3.2 根據(jù)流行顏色決定商品采購(gòu)..........................................201
第8章淘寶銷售數(shù)據(jù)的計(jì)算、統(tǒng)計(jì)和分析
8.1 導(dǎo)出和設(shè)置銷售數(shù)據(jù).......................................204
8.1.1 將CSV數(shù)據(jù)轉(zhuǎn)換為Excel數(shù)據(jù)........................................204
8.1.2 表格樣式快速套用.........................................................208
8.1.3 添加數(shù)據(jù)選項(xiàng)設(shè)置.........................................................209
8.2 對(duì)銷售數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析................................212
8.2.1 對(duì)不同產(chǎn)品的銷售量進(jìn)行分類統(tǒng)計(jì)..............................212
8.2.2 對(duì)不同產(chǎn)品的銷售額進(jìn)行分類統(tǒng)計(jì)..............................214
8.2.3 對(duì)不同商品的銷售比重進(jìn)行分析..................................215
8.2.4 不同商品的銷量走勢(shì)分析..............................................218
8.2.5 突顯出不盈利的商品.....................................................220
8.2.6 對(duì)商品配置方案進(jìn)行分析..............................................222
8.2.7 付費(fèi)流量投入與利潤(rùn)的關(guān)系分析..................................227
8.3 同類商品銷售統(tǒng)計(jì)..........................................228
8.3.1 不同顏色銷量統(tǒng)計(jì).........................................................229
8.3.2 不同尺寸銷量統(tǒng)計(jì).........................................................230
8.4 退貨退款統(tǒng)計(jì)和分析.......................................232
8.4.1 退貨退款原因統(tǒng)計(jì)分析.................................................232
8.4.2 統(tǒng)計(jì)老顧客中部分退款情況..........................................235
第9章庫(kù)存數(shù)據(jù)的分析與圖形化處理
9.1 商品庫(kù)存統(tǒng)計(jì)和分析.......................................238
9.1.1 統(tǒng)計(jì)分析當(dāng)月庫(kù)存數(shù)據(jù).................................................238
9.1.2 根據(jù)庫(kù)存情況標(biāo)記出庫(kù)存的狀態(tài)..................................241
9.1.3 各類產(chǎn)品庫(kù)存占比情況.................................................245
9.2 統(tǒng)計(jì)庫(kù)存商品狀態(tài)..........................................247
9.2.1 損壞商品統(tǒng)計(jì).................................................................247
9.2.2 商品庫(kù)存狀態(tài)的分析與預(yù)測(cè)..........................................249
9.2.3 單一商品的庫(kù)存狀態(tài)快速查看和分析..........................252
第10章如何確保Excel文件的安全
10.1 保證整個(gè)文件數(shù)據(jù)的安全...............................258
10.1.1 添加打開(kāi)權(quán)限...............................................................258
10.1.2 將整個(gè)文件限定為只讀...............................................260
10.1.3 對(duì)整個(gè)文件進(jìn)行最終標(biāo)記............................................262
10.2 保證當(dāng)前表格的數(shù)據(jù)安全...............................263
10.2.1 保證指定表格數(shù)據(jù)為被保護(hù)狀態(tài)................................264
10.2.2 保證指定區(qū)域的數(shù)據(jù)的編寫(xiě)權(quán)限................................265
10.2.3 保證計(jì)算方式的安全...................................................269
10.2.4 將圖表定格為最終.......................................................271