《跨境电商运营-国际化课程》课件-项目二：跨境电商运营基础能力

从市场调研到结果分析，跨境电商市场调研基础FundamentalsofMarketResearchforCross-borderE-commerce:FromMarketResearchtoOutcomeAnalysis跨境电商市场调研Whathavewelearned?Cross-bordere-commercemarketresearch市场调研是企业了解目标市场的基石，涉及到消费者行为、竞争对手状况、市场需求等多个方面。Marketresearchisthefoundationforbusinessestounderstandtheirtargetmarket.Itencompassesaspectslikeconsumerbehaviors,competitorlandscape,andmarketdemands.有效的市场调研能够为企业提供深入的洞见，使其明确自身的定位，制定出精准的市场策略。Asuccessfulmarketresearcheffortprovidesbusinesseswithdeepinsights,enablingthemtodefinetheirpositioninganddevelopprecisemarketingstrategies.市场调研的重要性ImportanceofmarketresearchWhathavewelearned?开展市场调研，具体要做些什么工作呢？Whatspecificworkneedstobedonewhenconductingmarketresearch?确立研究目的和范围Determiningpurposesandscopes1明确调研的目标，如了解当地消费者的需求偏好或评估潜在市场规模。Clarifyingresearchtargets,suchasunderstandinglocalconsumerpreferencesorassessingthepotentialmarketsize定义研究的范围，包括地理区域的选取、目标人群的界定等。确立研究目的和范围Determiningpurposesandscopes1Definingtheresearchscope,includingselectinggeographicareasandclarifyingthetargetaudience选择适合的研究方法Selectingappropriateresearchmethods2010302定量研究：如在线问卷调查，帮助获取大量数据，通过统计分析得出可靠结论。Quantitativeresearch:Likeonlinesurveys,ithelpsgatherlargeamountsofdataforstatisticallyreliableconclusions.在跨境电商领域，建议结合多种研究方法以全面理解复杂的市场环境。Itisrecommendedtocombinemultipleresearchmethodsinthesectorofcross-bordere-commerceforacomprehensiveunderstandingofthecomplexmarketenvironment.定性研究：如深度访谈，挖掘消费者的深层次需求和偏好。Qualitativeresearch:Likein-depthinterviews,ituncoversdeeperconsumerneedsandpreferences.利用现有的数据资源Utilizingexistingdataresources3官方统计数据、行业报告、社交媒体分析等，提供宝贵信息。Officialstatistics,industryreports,socialmediaanalyticsandotherinformationprovidevaluableinsights.通过分析社交媒体讨论热度，洞察产品受欢迎程度及话题趋势变化。Theanalysisofuserengagementonsocialmediacanrevealaproduct'spopularityandshiftsinrelatedtopictrends.Whathavewelearned?全球经济globaleconomy政策环境policyenvironment技术创新technologicalinnovation01收集和整理历史数据Collectingandorganizinghistoricaldata趋势分析这是趋势分析的基础，通过对销售数据、市场份额变动等信息的分析，识别出行业的发展模式和周期性规律。Thisisthefoundationfortrendanalysis.Theanalysisofsalesdataandmarketsharechangesallowsustospotindustrypatternsandcycles.Trendanalysis02关注宏观经济指标Monitoringmacroeconomicindicators如汇率波动、国际贸易政策变化等，对跨境电商有直接影响。Macroeconomicindicatorssuchasexchangerateswingandchangesofinterntionaltraderuleshaveadirectimpactoncross-bordere-commerce.03关注技术进步Payingattentiontotechnologicaladvancements新兴技术如人工智能、大数据、区块链等正改变电商运营模式，企业需要密切关注以调整战略。SinceemergingtechnologieslikeAI,bigdata,andblockchainsarechanginge-commerceoperationmodels,businessesneedtomonitorthemcloselytoadjuststrategies.04关注行业内部创新动态Keepinganeyeoninternalindustryinnovationdynamics新产品出现、消费者习惯变化等都可能引发市场重组，需定期监测行业新闻、专利发布等信息。Newproductlaunchesandshiftsinconsumerhabitscanreshapethemarket,requiringbusinessestomonitorindustrynewsandpatentfilingsregularly.结合市场调研和趋势分析的结果，企业可以制定出更为科学的决策，如根据消费者需求调整产品投入、开发新产品或调整营销策略等。Thecombinationofmarketresearchwithtrendanalysisallowsbusinessestomakewiserdecisions,suchasadjustingproductinvestmentsbasedonconsumerdemand,developingnewproducts,ormodifyingmarketingstrategies.结果应用Resultapplication跨境电商的市场调研和趋势分析是企业成功的关键，能够帮助企业深入了解市场环境，把握行业动态，从而在竞争激烈的市场中占得先机。建议企业家们重视这两项工作，用数据驱动决策，以智慧开拓市场，实现企业的长远发展。Marketresearchandtrendanalysisarecrucialforbusinesssuccessinthesectorofcross-bordere-commerce.Theyenablebusinessestogainanin-depthunderstandingofthemarketenvironmentandstayabreastofindustrytrends,therebysecuringacompetitiveedgeinthechallengingmarket.Itisrecommendedthatentrepreneursplacehighimportanceonthesetwotasksandusedatatodrivedecisionsandwisdomtoexpandmarkets,ultimatelyachievinglong-termbusinessgrowth.小结Briefsummary01选择合适的研究方法Selectingappropriateresearchmethods02利用现有的数据资源Utilizingexistingdataresources03收集整理相关历史数据Collectingandorganizingrelevanthistoricaldata04关注宏观经济指标Monitoringmacroeconomicindicators05关注行业内部创新动态Keepinganeyeoninternalindustryinnovationdynamics06结合市场调研趋势和分析结果Integratingmarketresearchandtrendanalysisfindings市场调研注意事项Marketresearchconsiderations从平台营销到树立形象，跨境电商营销推广基础FundamentalsofCross-borderE-commerceMarketing:FromPlatformMarketingandPromotiontoImageBuilding跨境电商营销推广Whathavewelearned?Cross-bordere-commercemarketingandpromotion播放次数已逾10亿次Over1billionviews月销量稳定在3万件以上Monthlysalesofover30,000units销量同比剧增275%Adramatic275%increaseyear-on-year成为水合品类头部品牌AleaderinhydrationcategoryStanley大头冰杯StanleyQuenchertumbler案例分享Casesharing启示：营销做得好，即使是老产品也能风靡全球。Insight:Effectivemarketingcanturnevenanoldproductintoaglobalhit.2016年便已推出Thistumblerwasfirstintroducedin2016案例分享Casesharing长期销量惨淡Itstruggledwithdismalsalesforalongtime01明确产品亮点Definitionofproducthighlights了解产品的独特卖点Understandinguniquesellingpointsofproducts02目标客户特点Characteristicsoftargetcustomers03市场需求Marketdemands分析目标客户的消费行为、观念和习惯Analyzingbehaviors,mindsets,andhabitsoftargetconsumers结合当前市场需求制定营销策略Developingmarketingstrategiesbasedonthecurrentmarketdemands营销定位Marketingpositioning针对性分析Targetedanalysis消费者需求Consumerdemand品牌形象塑造Brandimagebuilding基于市场调研和目标客户分析，制定合理且有针对性的营销方案。Developingarationalandspecificmarketingplanbasedonmarketresearchandtargetcustomeranalysis.充分考虑消费者的要求，通过多种方式推广产品。Fullyconsideringconsumerdemandsandutilizingmultiplemethodstopromoteproducts.01搜索引擎优化（SEO）SearchEngineOptimization(SEO)通过优化网站内容和结构，提高在搜索引擎中的排名，获取免费流量。Apromotionalmethodthatenhancesawebsite'srankinginsearchenginesbyoptimizingitscontentandstructure,therebygainingmorefreetraffic.常用推广方式CommonpromotionalmethodsWhathavewelearned?付费广告：指卖家向搜索引擎或社交媒体平台支付费用投放广告，以获取更多流量的一种推广方式。Paidadvertising:Apromotionalmethodwheresellerspaysearchenginesorsocialmediaplatformstodisplayads,aimingtogainmoretraffic.02付费广告Paidadvertising搜索引擎广告社交媒体广告GoogleAds百度推广BaiduPromotionFacebookInstagramSearchengineadsSocialmediaads03社交媒体营销Socialmediamarketing指的是利用社交媒体平台与目标客户进行互动，构建品牌知名度，并最终推动产品销售的一种推广方式。创建优质内容产品图片、视频、文章等Productimages,videos,articles与粉丝互动粉丝评论、私信，为粉丝答疑解惑Commentsandmessagesoffollowers,helpingthemunderstandbyansweringtheirquestions发布Posting回复ReplyingtoCreatingqualitycontentsEngagingwithfollowersApromotionalmethodthatinvolvesengagingwithtargetcustomersonsocialmediaplatformstobuildbrandawarenessandultimatelydriveproductsales.04开展社群营销Launchingmarketingactivitiesincommunities打造品牌形象，建立信任关系，低成本获取流量。Apromotionalmethodthathelpscreatebrandimage,buildtrustrelationshipsandgaintrafficwithalowcost.Facebook群组微信群FacebookgroupWeChatgroup05网红营销Influencermarketing借助网红的影响力，向其粉丝推荐产品，快速触达目标客户群体，提升品牌知名度。Apromotionalmethodthatleveragestheinfluenceofinfluencerstorecommendproductstotheirfollowers,quicklyreachingthetargetcustomergroupandenhancingbrandawareness.06电子邮件营销Emailmarketing指的是通过向目标客户发送电子邮件，推广产品或服务的营销方式。卖家Sellers

目标群体Targetgroups直接、有效Direct,effective建立长期联系Tobuildlong-termrelationshipsApromotionalmethodthatinvolvessendingpromotionalemailstotargetcustomerstoadvertiseproductsorservices.07其他推广方式Otherpromotionmethods内容营销撰写博客文章制作视频教程等Writingblogpostsorcreatingvideotutorials联盟营销与其他网站或博主合作Partneringwithotherwebsitesorbloggers线下推广参加展会派发传单等AttendingtradeshowsordistributingflyersContentmarketingAffiliatemarketingOfflinepromotion推广技巧Promotiontips了解目标客户Understandingyourtargetcustomers制定更有针对性的推广策略Developingmoretargetedpromotionalstrategies做好数据分析Analyzingdatathoroughly定期分析推广效果，调整策略Analyzingtheeffectivenessofyourpromotionsonaregularbasisandadjustingyourstrategiesbasedonthefindings吸引目标客户的注意力。Capturingtheattentionofyourtargetcustomers创建优质内容Creatingqualitycontents根据目标客户和产品特点选择。Choosingtherightchannelsbasedontargetcustomersandproductcharacteristics.选择合适的推广渠道Choosingtherightchannels010203遵守平台规则Adheringtoplatformrules避免违规操作导致店铺被封禁Avoidingengaginginprohibitedactivitiestopreventthestorefrombeingbanned.注重长期效果Focusingonlong-termeffects持续投入，取得长期成功。Offeringconsistentinvestmentforsuccess避免违规操作导致店铺被封禁Avoidingengaginginprohibitedactivitiestopreventthestorefrombeingbanned.避免虚假宣传Avoidingfalseadvertising注意事项Precautions01搜索引擎精准展示Precisesearchenginedisplay02付费广告获取流量Paidadvertisingfortrafficacquisition03电子邮件建立长期联系Emailmarketingtobuildlong-termrelationships04社媒互动建立信任Socialmediainteractiontobuildtrust05网红营销提升知名度Influencermarketingtoenhancebrandawareness小结Briefsummary从流量动向到商品选择，跨境电商消费者行为分析基础FundamentalsofConsumerBehaviorAnalysisinCross-borderE-commerce:FromTrafficTrendstoProductSelection跨境电商消费者行为分析Whathavewelearned?AnalysisofCross-borderE-commerceConsumerBehavior性价比cost-effectiveness最优质量optimalqualityBestCheap搜索趋势转变Searchtrendshift消费者行为变化Changesinconsumerbehavior商品价值消费决策因素Elementsofconsumerdecision-making质量品牌形象价格消费者行为变化ChangesinconsumerbehaviorProductvalueQualityBrandimagePrice中国品牌应当如何依此制定策略？HowshouldChinesebrandsdevelopstrategiesbasedonthis?哪些领域又会为卖家带来新的机遇？Wherelienewopportunitiesforsellers?“性价比”"cost-effectiveness"

73%买家、终端消费者依据价格以外的因素来购买商品73%ofbuyersandendconsumersmakepurchasesbasedonfactorsotherthanprice.商品能给自己带来什么？Whatbenefitsdoesaproductbringme?BestCheap

29%产品/服务质量放心Confidenceinproduct/servicequality

27%性价比Value-for-money

24%品牌可提升生活品质Improvedqualityoflifebyvirtueofthebrand

25%品牌感到好奇Brandcuriosity

22%品牌有期待Brandexpectations前五大影响因素Thetopfiveinfluencingfactors消费者购物影响因素FactorsinfluencingconsumershoppingWhathavewelearned?熟稔产品策略beproficientinproductstrategies洞悉消费者的想法gaininsightintoconsumers'thoughts熟知对产品的需求bewell-acquaintedwiththedemandforproducts消费者黑箱：运用心理学中的“投射法”揭示消费者的真实想法，解决消费者不愿直接表达的问题。Consumerblackbox:Usethe"projectiontechnique"frompsychologytorevealconsumers'truethoughtsandsolveproblemsthatconsumersareunwillingtoexpressdirectly.购买者特性购买者决策过程消费者心理研究ConsumerpsychologyresearchCharacteristicsofconsumersDecision-makingprocessofconsumers速溶咖啡案例

20世纪50年代在美国做的速溶咖啡调查，速溶咖啡冲泡起来省时省力，味道也不错，但是刚推出市场的时候销量平淡。起初用调查问卷的方式进行消费者调查，得出的了消费者不喜欢速溶咖啡味道的结论，但并没有调查出来速溶咖啡和新鲜咖啡的味道有什么不同。AnexperimentwasconductedintheUSinthe1950soninstantcoffee.Instantcoffeewasconvenientandtastedgood,butsaleswereinitiallysluggish.Earlyconsumersurveysusingquestionnairesconcludedthatconsumersdislikedthetasteofinstantcoffee,butfailedtoidentifyanyactualtastedifferencebetweeninstantandfreshcoffee.Instantcoffeecase购物清单AShoppinglistA购物清单BShoppinglistB1听朗福德发酵粉1tinofRUMFORDBakingPowder1听朗福德发酵粉1tinofRUMFORDBakingPowder2片沃德面包2slicesofWODEbread2片沃德面包2slicesofWODEbread1捆胡萝卜1bundleofcarrots1捆胡萝卜1bundleofcarrots1磅速溶咖啡1poundofinstantcoffee1磅新鲜现磨咖啡1poundoffreshlygroundcoffee1.5磅汉堡1.5poundsofhamburger1.5磅汉堡1.5poundsofhamburger2听狄尔桃2tinsofDILMAHOolongTeawithPeach2听狄尔桃2tinsofDILMAHOolongTeawithPeach5磅土豆5poundsofpotatoes5磅土豆5poundsofpotatoes速溶咖啡案例Instantcoffeecase购物清单AShoppinglistA购物清单BShoppinglistB1听朗福德发酵粉1tinofRUMFORDBakingPowder1听朗福德发酵粉1tinofRUMFORDBakingPowder2片沃德面包2slicesofWODEbread2片沃德面包2slicesofWODEbread1捆胡萝卜1bundleofcarrots1捆胡萝卜1bundleofcarrots1磅速溶咖啡1poundofinstantcoffee1磅新鲜现磨咖啡1poundoffreshlygroundcoffee1.5磅汉堡1.5poundsofhamburger1.5磅汉堡1.5poundsofhamburger2听狄尔桃2tinsofDILMAHOolongTeawithPeach2听狄尔桃2tinsofDILMAHOolongTeawithPeach5磅土豆5poundsofpotatoes5磅土豆5poundsofpotatoes速溶咖啡案例Instantcoffeecase购物清单A（含速溶咖啡）ShoppinglistA(includinginstantcoffee)购物清单B（含新鲜咖啡）ShoppinglistB(includingfreshlygroundcoffee)懒惰Alazybudgeter48％4％不会计划家庭购物和进行时间安排Apoorbudgeterforfamilyshopping48％12％俭朴Afrugalhomemaker4％16％不是个好主妇Alesscapablehomemaker16％0％速溶咖啡案例Instantcoffeecase流量红利Trafficdependence精细运营Refinedoperation需关注消费者心理变化，制定精准的品牌策略。Itisrequiredtopayattentiontoevolvingconsumerpsychologyanddevelopstrategiesthatalignwiththeirneeds.无论是产品设计、品牌命名还是营销素材，都应贴近用户场景，满足其需求。Whetheritisproductdesign,brandnaming,ormarketingmaterials,allmustalignwithuserscenariosandmeettheirneeds.跨境电商行业趋势Trendsinthecrossbordere-commerceindustry精细运营Refinedoperation用户场景贴近AlignmentwithuserscenariosWhathavewelearned?“计谋”深入解读消费者In-depthunderstandingofconsumers"Strategies"Whathavewelearned?“投射”让消费者开口说真话Encouragnigconsumerstospeakingtheirminds"Projection"“心价比”的概念；Theconceptof"value-for-heart";更看重商品的价值、质量和品牌形象。Endconsumersplaceahighervalueonaproduct‘svalue,quality,

andbrandimage终端消费者从追求“cheap”转向追求“best”；Endconsumershaveshiftedfromchasing"cheap"toseeking"best";“消费者黑箱”的概念；

Theconceptof"consumerblackbox";运用投射法对消费者进行测试，可以让消费者在不知不觉间就把隐藏最深、不愿为人知的真实想法，展露在我们面前，帮助我们更好的了解消费者内心最真实的想法。

Usingtheprojectionmethodtotestconsumersallowstheir

deepest,hiddenthoughts—thingstheywouldn‘tnormally

reveal—tosurfaceunintentionally,helpingusbetterunderstand

theirtrueinnerminds.从数据分析到企业决策，跨境电商跨境电商数据分析基础FundamentalsofDataAnalysisforCross-borderE-commerce:FromDataAnalysistoEnterpriseDecision-making跨境电商数据分析Whathavewelearned?Cross-borderE-commerceDataAnalysis精准的决策把握住市场机遇，了解全球市场的需求、趋势和竞争状况。Graspmarketopportunitiesandunderstandglobaldemand,trends,andcompetition企业

BusinessesPrecisedecision-making通过数据分析，企业可以更准确地了解市场需求、趋势和竞争状况，为决策提供坚实的数据基础。Throughdataanalysis,businessescanbetterunderstandmarketdemands,trends,andcompetitionlandscapes,providingasoliddatafoundationfordecision-making.数据分析是跨境电商企业决策的关键工具，对把握市场机遇、优化产品策略和提高营销效果具有重要意义。Dataanalysisisakeytoolforcross-bordere-commercebusinessestomakedecisions.Itisofgreatsignificanceforseizingmarketopportunities,optimizingproductstrategies,andimprovingmarketingeffectiveness.关键支持工具决策基础数据分析的重要性

ImportanceofdataanalysisAkeysupporttoolBasisofdecision-making收集数据Datacollection1从跨境电商平台、社交媒体、市场调研等渠道收集数据，确保数据的全面性和准确性。Collectdatafromcross-bordere-commerceplatforms,socialmedia,marketresearchandotherchannelstoensurethecomprehensivenessandaccuracyofthedata.数据分析的步骤

Stepsofdataanalysis数据清洗Datacleaning2对收集到的数据进行清洗，去除重复和不准确的信息，保证分析结果的准确性。Cleanthecollecteddataandremoveduplicatesandinaccuraciestoensurestheaccuracyoftheanalysisresults.分析方法Analysismethods3运用统计学和机器学习等方法进行分析，如查看产品销售情况、用户偏好、营销策略效果等。Applymethodslikestatisticsandmachinelearningforanalysistoexamineproductsales,userpreferences,marketingstrategyeffectiveness,etc.结果可视化Visualizationofresults4将分析结果转化为图表、报告等形式，使决策者和团队成员更容易理解运营状况。Converttheanalysisresultsintocharts,reports,andotherformstomakeiteasierfordecision-makersandteammemberstounderstandtheoperationalstatus.01产品策略调整Adjustmentofproductstrategies根据分析结果调整产品策略，使其更符合用户需求和偏好。Adjustproductstrategiesbasedonanalysisresultstobettermeetuserneedsandpreferences.产品的类型价格的敏感程度调整出更贴合用户的需求的产品Adjustproductsthatbettermeettheneedsofusers分析结果的应用ApplicationofanalysisresultsProducttypePricesensitivity02进行营销策略优化Optimizationofmarketingstrategies评估广告投放和促销活动的效果，优化营销策略以提高营销效果和ROI。Evaluatetheeffectivenessofadvertisingplacementsandpromotionalactivities,andoptimizemarketingstrategiestoimprovemarketingeffectivenessandROI.03风险预测与应对Riskpredictionandresponse通过数据分析预测可能的风险和问题，提前制定应对措施以减少潜在损失。Predictpotentialrisksandissuesthroughdataanalysis,anddevelopmitigationmeasuresinadvancetoreducepotentiallosses.市场

竞品用户MarketCompetitorsUsersWhathavewelearned?数据分析可能的风险和问题PossiblerisksandissuesDataanalysisWhathavewelearned?Adjustmentofproductstrategies调整产品策略加强品牌宣传EnhancedbrandpromotionWhathavewelearned?SeizingmarketopportunitiesUnderstandingthemarketlandscape把握市场机遇洞悉市场形势Findingsuitablepartners合适的合作伙伴01多角度收集数据Datacollectionfrommultipleangles从销售数据、用户反馈、产品评价等多个角度收集数据以全面了解卖家表现。Gatherdatafromsalesfigures,userfeedback,productreviews,etc.,togetacomprehensiveviewofsellerperformance.02专业工具应用Applicationofprofessionaltools03运营情况评估Operationalevaluation使用数据分析软件和统计方法进行数据整理和分析，形成直观的表格和图表。Usedataanalysissoftwareandstatisticalmethodstosortoutandanalyzedata,transformingthemintocleartablesandcharts关注销售量、客户满意度等指标评估店铺运营情况。Payattentiontoindicatorssuchassalesvolumeandcustomersatisfactiontoevaluatetheoperationofthestores.卖家表现分析Sellerperformanceanalysis04产品策略与营销策略评估Evaluationofproductandmarketingstrategies分析卖家的产品组合、定价策略和营销渠道的有效性。Analyzetheeffectivenessofthesellers'productassortment,pricingtactics,andmarketingchannels.05风险预测与应