《电子商务运营与物流 E -Comm》课件-选品与定价

Onlinestoreproductselectionandpricing网店选品及定价《E-commerceoperationsandlogistics》电子商务运营与物流Contents​ProductselectionprinciplesandmethodsHotproductdiscoveryProductpositioningProductPricing选品原则与方法爆品挖掘商品定位商品定价Productselectionprinciplesandmethods选品原则与方法ProductadvantageprincipleMarketdemandprinciplePlatformsuitabilityprincipleSelf-interestprincipleProductselectionprinciples选品原则产品优势原则市场需求原则平台适合原则自身兴趣原则ProductselectionprinciplesMarketdemandprinciple:Thefirstprincipleofproductselectionistoconsidertheneedsofmarketconsumers,theconsumptionpointsofthetargetcustomergroup,andtoconsiderproductselectionfromtheperspectiveofmarketdemandandmarketcapacity,basedontheprincipleofmarketdemand.市场需求原则：选品首要的原则是要考虑市场消费者的需求，考虑目标客户人群的消费点，从市场需求和市场容量的角度出发，以市场需求的原则考虑选品。ProductselectionprinciplesPlatformsuitabilityprinciple

Theselectionofproductsforonlinestoresalsoneedstoconsiderthee-commerceplatformonwhichtheyaresold.Differente-commerceplatformshavedifferentcharacteristics,andtheplatforms'best-sellingcategoriesandsupportedcategoriesarealsodifferent.平台适合原则

网店商品的选品还要考虑销售的电子商务平台，不同的电子商务平台有着不同的特性，平台热销的品类和扶持的品类也有所不同。ProductselectionprinciplesSelf-interestprincipleProductadvantageprincipleProductsupplyadvantageRegionaladvantagesProductcompetitiveadvantagesServingagriculture,ruralareasandfarmers,andpromotingruralrevitalization产品优势原则产品货源优势地域优势产品竞争优势服务三农，助力乡村振兴Data-basedproductselectionExperienceinproductselectionFollowthehot-sellingstylestoselectproductsProductselectionmethodProductselectionmethod

TakingBusinessAdvisorasanexample,throughtheindustrydatacolumnintheBusinessAdvisordatatoolinthestorebackend,wecollectindicatorssuchassearchindex,searchpopularity,clickindex,clickrate,transactionindex,conversionrate,andproductquantityunderhotsearchkeywords.Data-basedproductselection数据化选品ProductselectionmethodFollowthehot-sellingstylestoselectproductsExperienceinproductselectionExperienceselectionreferstoprofessionalswhohaverichexperienceinacertainindustryoracertaincategoryofgoodsandmarkets.Chooseproductstosellonlinebasedonpastexperience.Searchforpopularyogamatsandsummarizethefeaturesofpopularyogamats.跟随热销款式选品经验选品经验选品指的是对于某行业或者某类目商品及市场具有丰富经验的专业人士可以依据以往经验选择网上销售的产品。搜索瑜伽垫热销款，总结热销款瑜伽垫特点。SMARTIstheproductsupplychaincomplete?TheproducthasacertainprofitmarginWilltheproductcauseinfringement?Isproductqualityguaranteed?Istheproducteasytotransport?Productselectionmethod产品的供应链是否完善产品有一定的利润空间产品是否会造成侵权产品品质是否有保障产品是否便于运输Hotproductdiscovery爆品挖掘HotproductdiscoveryProductPricingHowtocreateproductdiscountsthatmeetpublicdemand

KeypointsofproductselectionAttributecombinationDotheproduct'sattributesmeettheneedsofthetargetgroup?UserGroupThisproductcanmeettheneedsofthegeneralcustomergroupAhot-sellingproductisaproductthatisinshortsupply,highlypopular,andboastshighsalesvolumes.Creatingahot-sellingproductcanincreasebothproductandonlinestoretraffic,makingitapowerfultoolforrevitalizingonlinestoresandachievingprofitability.HotproductdiscoveryDataAnalysisMarketcapacityanalysisAnalyzeindustrydataAnalyzesalesofindustrysubcategoriesProductattributeanalysisPopularbasicattributesPopularmarketingattributesPriceAnalysisThepriceshouldnotbetoolowTimelinessanalysisProductsalescycleRepurchaserateanalysisHighrepurchaseratepushburstTasteHotproductdiscoveryBypopularkeywordsProductpricerangeHot-sellingproductattributesCustomerTestimonialsDeterminethestyleandpriceofpopularproducts通过热门关键词排比产品价格区间热销产品属性客户评价确定爆款产品的款式和价HotproductdiscoveryClicktosave点击收藏Testdelivery点击投放Productpositioning商品定位ProductpositioningProductAnalysisQuadrantAnalysisDividebythequalityandsalesvolumeoftrafficsources80/20analysisEmphasizegraspingthekeyABCanalysisKeycommodities,generalcommodities,inferiorcommoditiesConventionalmethodsAccordingtoproductprofitandtargetaudienceCommodityAnalysisMethodsProductpositioningQuadrantAnalysishighqualityLowquantityhighqualityHighquantityLowqualityLowquantityLowqualityHighquantityqualityquantity高质量低数量高质量高数量低质量低数量低质量高数量Productpositioning80%ofthetimeTakesup20%ofthetime20%profit80%oftheprofitAlotoftedioustasksVeryfewimportanttasks80/20analysisProductpositioningSalesNumberofitemsLargesalesvolumeSmallsalesvolume50%40%10%10%40%50%AproductsBproductsCproductsABCanalysisProductpositioning

SKUinstockManagementStrategyImageProductsfewfewDuetothepositioningofimageproducts,thenumberofSKUsshouldnotbetoomany,andtheinventoryshouldbekeptatthesafetystockbaseline,andreplenishedaccordingtosales.ConventionalproductsmanymiddleToenrichtheproductwidth,itisbettertohavemoreSKUsandmaintainappropriatedepthofinventorybystyle,andreplenishstocksstablyaccordingtosales.drainageproductsfewmanySKUsshouldbesmallandprecise,andadeepinventoryshouldbemaintained.StablereplenishmentduringthesalesprocessEventProductsfewmanySKUs,andthestockispreparedaccordingtothetargetquantity.Thereplenishmentisdeterminedaccordingtotheactivitysituation.ProductPricing商品定价ProductPricingPricingstrategyisacrucialcomponentofthemarketingmix.Whilepriceisoftenacrucialfactorinfluencingtransactionsuccessorfailure,itisalsothemostchallengingelementinthemarketingmixtodetermine.Thegoalofcorporatepricingistoboostsalesandgenerateprofits.Thisrequirescompaniestoconsiderbothcostrecoveryandconsumerpriceacceptance,makingpricingatwo-waydecision-makingprocessinvolvingbothbuyersandsellers.Furthermore,priceisthemostflexibleelementinthemarketingmix,allowingittoflexiblyrespondtomarketconditions.Cost-orientedDemand-orientedValueOrientation成本导向需求导向价值导向ProductPricingPenetrationpricingskimmingpricingSatisfactorypricingEnterthemarketatalowprice,andtrytoachievethemaximumquantitybetweenpriceandorderquantity.Whenlaunchingnewproductsintothemarket,takeadvantageofsomeconsumers'desirefornoveltyandsetahighprice.Apricingstrategybetweenskimmingandpenetrationpricing,withpricessethigherthanpenetrationpricing.Newproductpricingstrategy渗透定价撇脂定价满意定价以低价进入市场，在价格和单量之间，尽量做到量的极致。把新商品推向市场时，利用一部分消费者的求新心理定一个高价。一种介于撇脂定价和渗透定价之间的价格策略，所定价格比渗透定价高ProductPricingLastdigitpricingTieredpricingPricediscriminationItreferstothepricingmethodoftakingthedecimalinsteadofthewholenumberwhenpricinggoods,sothatcustomerswillhaveapsychologicalfeelingofgettingagreatbargainwhenbuying.Itmeansthatwhensettingcommodityprices,similarcommoditiesaredividedintoseveralgrades,andthepricesofproductsofdifferentgradesaredifferent.Itreferstothesituationwherethesupplierofgoodsorservicesimplementsdifferentpricingstrategieswhenprovidinggoodsorservicesofthesamegradeandqualitytodifferentrecipients.PsychologicalpricingstrategycombinationPricingcomplementarygoodsRelatedProductsAchieveoverallbenefitsProductPricingDiscountpricingstrategyStagepricingstrategy折扣定价策略阶段定价策略商品定价导入期上升期鼎盛期衰退期推广开始打造人气稳定连带消化过渡ProductPricingIntroductionperiodRisingperiodheydayrecessionPromotionstartsBuildpopularityStablejointDigestivetransitionProductPricingStrategySpecificcontentPricingstrategyduringproductintroductionperiodInitially,aproductcanbepricedhighertogenerateexcessprofitsintheshortterm.Skimmingpricingcanbetheprimarypricingstrategyduringthisphase.Dependingonhowquicklytheonlinestoreplanstocapturemarketshare,ahigh-price,fast-entrystrategyoraselectivepenetrationstrategycanbeemployed.Duringtheproductintroductionphase,break-evenpricingcanalsobeusedtoassistwithpricingdecisions.PricingstrategyforproductgrowthPricesduringthegrowthstagearelowerthanthoseduringthemarketdevelopmentstage.Merchantsfocusonreducingprocurementcostsandadoptpenetrationpricingduringthegrowthstagetoconsolidatetheirmarketshare,creatingbarrierstoentryforfuturecompetitors.PricingstrategiesformatureproductsDuringthematurestage,merchantsshouldadoptpenetrationpricingtomaintainandmoderatelyexpandconversions.Whentherearetoomanymerchantsorcompetitorsareundercuttingtheirprices,companiescanconsiderapplyingpricediscriminationandpricingpsychologystrategiestodynamicallyadjustpricestoincreaseuserstickinessandrepeatpurchaserates.PricingstrategiesduringcommoditydeclineThedirectcostofthegoodsbecomesthedecisivefactor.Ifthedirectcostofthegoodsishigherthanorclosetothemarketprice,thecompanyshouldfirmlywithdrawfromthemarket.ProductPricingOnlinestorepositioningActivityfactorsProductpositioningCostofGoodsMarketdemandCompetitiveproductp