《跨境商务数据分析与应用》课件-产品属性数据分析-双语

产品属性数据分析ProductAttributeDataAnalysis主讲教师：XXX日期：2024.01.01目

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CONTENT010502产品属性数据的分析维度Analysisdimensionsofproductattributedata产品获客能力分析AnalysisofProductCustomerAcquisitionCapability用户体验分析UserExperienceAnalysis跨境电子商务专业Cross-borderEcommerceMajor0304产品生命周期分析productlifecycleanalysis产品价格分析Productpriceanalysis01产品属性数据的分析维度Analysisdimensionsofproductattributedata跨境电子商务专业Cross-borderEcommerceMajor什么是产品属性

WhatAreProductAttributes产品属性是指产品本身所固有的性质，是产品在不同领域差异性（不同于其他产品的性质）的集合。决定产品属性的因素，由不同领域组成。每个因素在各自领域分别对产品进行性质的规定。产品在每个属性领域所体现出来的性质在产品运作的过程中所起的作用不同、地位不同、权重不同。呈现在消费者眼前的产品就是这些不同属性交互作用的结果。Productattributesrefertotheinherentpropertiesofaproduct—thecollectionofdifferentiatingcharacteristicsacrossvariousdomains.Factorsdeterminingproductattributescomefromdifferentareas,eachdefiningtheproduct'spropertiesinitsownfield.Thenatureofaproductineachattributedomainplaysdifferentroles,holdsdifferentpositions,andcarriesdifferentweightsintheproduct'soperation.Whatconsumersseeistheresultoftheinteractionofthesedifferentattributes.产品属性数据的分析维度AnalysisDimensionsofProductAttributeData产品结构分析ProductStructureAnalysis产品结构指一个企业或一个店铺的产品中各类产品的比例关系，合理的产品结构必然是定位明确、比例适当、相互关联并相互促进的，它是店铺运营到一定阶段，进入良性发展的基础。Productstructurereferstotheproportionalrelationshipamongvariousproductcategoriesinabusinessorstore.Areasonableproductstructuremusthaveclearpositioning,appropriateproportions,andinterrelated,mutuallyreinforcingrelationships.Itisthefoundationforastoretoenterhealthydevelopmentatacertainoperationalstage.产品结构分析ProductStructureAnalysis分析产品结构，可以帮助企业及时理清经营思路，监控市场风向，合理安排库存，打造产品竞争优势，制定有针对性的推广策略，从而有效提升产品销量。Analyzingproductstructurehelpsbusinessesclarifyoperationalthinking,monitormarkettrends,arrangeinventoryrationally,buildcompetitiveadvantages,anddeveloptargetedpromotionstrategiestoeffectivelyincreasesales.常规产品RegularProducts利润产品ProfitProduct形象产品ImageProduct人气产品PopularProducts体验产品ExperienceProducts1.形象产品

ImageProducts形象产品的价位通常处于店内的最高层次水平，具有辨识度高的特点，经过精心策划，包装出独特卖点，能够综合展现店内最高水平，其主要作用是展示企业实力，树立品牌形象，提升消费者的购买信心。Imageproductsaretypicallypricedatthehighestlevelinthestore,withhighrecognizability.Throughcarefulplanninganduniquesellingpoints,theycomprehensivelyshowcasethestore'stopcapabilities.Theirmainroleistodemonstratebusinessstrength,buildbrandimage,andenhanceconsumerpurchaseconfidence.产品结构分析ProductStructureAnalysis利润产品拥有极大的利润空间，主要以提升销售利润为主，通常在销售时以人气和常规产品为准进行搭配销售。其主要作用是丰富销售搭配，提升店铺利润。Profitproductshavesubstantialprofitmarginsandmainlyfocusonincreasingsalesprofits.Theyaretypicallysoldincombinationwithpopularandregularproducts.Theirmainroleistoenrichsalescombinationsandincreasestoreprofits.2.利润产品

ProfitProducts产品结构分析ProductStructureAnalysis常规产品是店内的主要陈列产品，需要稳定投入一定的资源，与人气产品进行组合推广，通常用于日常销售，为消费者提供丰富选择空间。Regularproductsarethemaindisplayitemsinthestore,requiringstableresourceinvestment.Theyarepromotedincombinationwithpopularproductsandaretypicallyusedfordailysales,providingconsumerswitharichselection.3.常规产品

RegularProducts产品结构分析ProductStructureAnalysis人气产品聚焦了店铺大量的资源投入，重在提升单品的人气，用于在搜索中获得更多的展现机会，从而获取更多的自然流量，通常具有低价质高的特点，目标人群定位精准，曝光率、点击率和销售量都非常高。对于人气产品，其主要作用便是用于引流，获取平台上更多的自然流量，因此人气产品也称为爆款产品、引流产品。Popularproductsconcentratesignificantstoreresources,focusingonboostingindividualproductpopularityformoresearchvisibilityandorganictraffic.Theytypicallyfeaturelowpriceswithhighquality,precisetargetaudiencepositioning,andveryhighexposure,click-through,andsalesrates.Theirmainroleistodrivetrafficandacquiremoreorganicplatformtraffic,hencetheyarealsocalledbest-sellingortraffic-drivingproducts.4.人气产品

PopularProducts产品结构分析ProductStructureAnalysis体验产品也称为活动产品，能够拉低新顾客的初次购买门槛，通常是特定活动准备限时、限量、限价的产品。因此体验产品的主要作用是服务于特定的营销活动，吸引潜在新顾客。Trialproducts,alsocalledpromotionalproducts,lowerthefirst-purchasethresholdfornewcustomers.Theyaretypicallytime-limited,quantity-limited,andprice-limitedproductspreparedforspecificcampaigns.Theirmainroleistoservespecificmarketingactivitiesandattractpotentialnewcustomers.5.体验产品

TrialProducts产品结构分析ProductStructureAnalysis

产品结构比例侧面反映了产品的销售比例，通常情况下，形象产品占10%左右，利润产品占20%左右，常规产品占50%左右，人气产品占15%左右，体验产品占5%左右。Theproductstructureratioindirectlyreflectsthesalesratio.Typically,imageproductsaccountforabout10%,profitproductsabout20%,regularproductsabout50%,popularproductsabout15%,andtrialproductsabout5%.

但是产品结构及其比例也不是固定不变的，需要在运营过程中根据第三方市场变化、季节变化，或是在引进新产品、现阶段的运营目标难以实现时，不断调整定位。However,productstructureandratiosarenotfixed.Theyneedcontinuouspositioningadjustmentduringoperationsbasedonthird-partymarketchanges,seasonalchanges,orwhenintroducingnewproductsandwhencurrentoperationalgoalsaredifficulttoachieve.产品结构分析ProductStructureAnalysis对产品结构进行分析，通常从两个角度切入：Productstructureanalysistypicallyapproachesfromtwoangles:一、是将所有目标产品按常规产品上线销售，一段时间后采集其运营数据，然后通过分析进行结构划分；First,listalltargetproductsasregularproductsforsale,collectoperationaldataafteraperiod,thenperformstructuralclassificationthroughanalysis;二、是产品结构已预先定位完成并已投入运营，一段时间后采集其运营数据，然后通过分析发现异常，调整优化。Second,whenproductstructureispre-positionedandalreadyinoperation,collectoperationaldataafteraperiod,thenidentifyanomaliesthroughanalysisandadjustandoptimize.产品结构分析ProductStructureAnalysis02产品获客能力分析AnalysisofProductCustomerAcquisitionCapability跨境电子商务专业Cross-borderEcommerceMajor产品获客能力是跨境电子商务经营活动的关键能力之一，如何付出最少的成本获取最多的客户是提升产品获客能力的核心目标。Customeracquisitioncapabilityisoneofthekeycompetenciesincross-borderecommerceoperations.Acquiringthemostcustomersatthelowestcostisthecoreobjectiveofimprovingproductacquisitioncapability.产品获客能力分析ProductCustomerAcquisitionAnalysis新客点击量NewCustomerClicks重复购买率RepeatPurchaseRate新客点击量是针对首次访问网站或者首次使用网站服务的客户进行的点击量统计。新客点击量越大，说明该产品的获客能力越强，新客户运营效果越好。此外，分析该指标对于抢占市场份额、评估网站的推广效果和发展速度，以及判断产品所处的生命周期阶段至关重要。Newcustomerclicksmeasureclickvolumefromcustomersvisitingthewebsiteorusingitsservicesforthefirsttime.Highernewcustomerclicksindicatestrongerproductacquisitioncapabilityandbetternewcustomeroperations.Analyzingthismetriciscrucialforcapturingmarketshare,evaluatingpromotioneffectivenessandgrowthspeed,anddeterminingtheproduct'slifecyclestage.例如，新客户的点击量比例大于整体客户流失率，则产品处于发展成长阶段；若新客户的点击量比例与整体客户流失率持平，则产品处于成熟稳定阶段；若新客户的点击量比例小于整体客户流失率，则产品处于下滑衰退阶段。Forexample,ifthenewcustomerclickratioexceedstheoverallchurnrate,theproductisinthegrowthstage;ifitequalsthechurnrate,theproductisinthemature/stablestage;ifitfallsbelowthechurnrate,theproductisinthedeclinestage.产品获客能力分析ProductCustomerAcquisitionAnalysis产品获客能力分析ProductCustomerAcquisitionAnalysis以速卖通平台上某店铺为例，店铺内毛衣、衬衫和牛仔裤三款产品在本月及上月带来的新客点击量统计。TakingastoreonAliExpressasanexample,herearethenewcustomerclickstatisticsforsweaters,shirts,andjeansthismonthandlastmonth.新客点击量/次NewCustomerClicks/Times本月ThisMonth上月LastMonth毛衣Sweater107189671衬衫Shirt3085421448牛仔裤Jeans1835522510产品获客能力分析ProductCustomerAcquisitionAnalysis毛衣的获客能力较弱；

Thesweaterhasweakercustomeracquisitioncapability;衬衫产品带来的新客点击量较高，并且在持续上升，获客能力最强；

Theshirtgenerateshigherandcontinuouslyrisingnewcustomerclicks,showing

thestrongestacquisitioncapability;牛仔裤带来的新客点击量尽管较上月略有下降，但总数仍然不容小觑，应及时分析原因，调整优化。

Althoughthejeans'newcustomerclicksslightlydeclinedfromlastmonth,the

totalremainssignificant.Causesshouldbeanalyzedpromptlyandadjustments

optimized.产品获客能力分析ProductCustomerAcquisitionAnalysis重复购买率简称复购率，是针对某时期内产生两次及两次以上购买行为的客户进行的比例统计。任何企业都希望能挽留更多的老客户，通过降低获客成本来提升产品获客能力，因此该指标的分析越来越引起企业的重视。计算复购率有两种方法：Repeatpurchaserate(repurchaserate)measurestheproportionofcustomerswhomaketwoormorepurchaseswithinagivenperiod.Everybusinesshopestoretainmoreexistingcustomersandimproveacquisitioncapabilitybyreducingacquisitioncosts,makingthismetricincreasinglyimportant.Therearetwomethodstocalculaterepurchaserate:按客户数量计算

ByCustomerCount复购率=一段时间内重复购买的客户数量÷客户总数量x100%RepurchaseRate=NumberofRepeatCustomers÷TotalCustomers×100%例如：客户总数为200人，其中50人重复购买（不考虑重复购买了几次），复购率为25%。Example:With200totalcustomersand50repeatbuyers(regardlessofhowmanytimestheyrepurchased),therepurchaserateis25%.产品获客能力分析ProductCustomerAcquisitionAnalysis按交易次数计算

ByTransactionCount

复购率=一段时间内客户重交易的总次数÷总交易次数x100%

RepurchaseRate=TotalRepeatTransactions÷TotalTransactions×100%例如，某店铺共产生100笔订单，其中20人重复购买，这20人中有5人重复购买1次，即购买了2次，有15人重复购买了2次，即购买3次，则，复购率=（5x1+15x2）÷100，结果为35%。Example:Astorehas100orders,with20repeatbuyers.Amongthem,5repurchasedonce(boughttwice),and15repurchasedtwice(boughtthreetimes).RepurchaseRate=(5×1+15×2)÷100=35%.重复购买率越大，客户的忠诚度就越高，该产品的获容能力就越强，反之则越低。一个产品没有重复购买的企业是非常危险的。这意味着所有交易都是锤子买卖，面对所有的客户都是新客户，需要付出更大的获客成本，同时也不利于实现企业经营效益的可持续性。Thehighertherepurchaserate,thehigherthecustomerloyaltyandthestrongertheproduct'sacquisitioncapability,andviceversa.Abusinesswithoutrepeatpurchasesisverydangerous—itmeansalltransactionsareone-timedeals,everycustomerisanewcustomerrequiringhigheracquisitioncosts,whichalsounderminessustainablebusinessperformance.产品获客能力分析ProductCustomerAcquisitionAnalysis03产品生命周期分析productlifecycleanalysis跨境电子商务专业Cross-borderEcommerceMajor产品生命周期分析ProductLifecycleAnalysis

产品生命周期（productlifecycle），亦称“商品生命周期”，是指商品从进入市场到退出市场所经历的全过程，分为导入期、成长期、成熟期和衰退期四个阶段。每个时期都反映出顾客、竞争者、经销商、利润状况等方面的不同特征。商品生命周期是受消费者需求偏好所支配的需求转移的过程。商品生命周期各阶段的划分以销售量和利润作为一定衡量依据，每个阶段有其明显特点。Theproductlifecycle,alsocalled“commoditylifecycle,”referstotheentireprocessaproductundergoesfrommarketentrytomarketexit,dividedintofourstages:introduction,growth,maturity,anddecline.Eachstagereflectsdifferentcharacteristicsintermsofcustomers,competitors,distributors,andprofitconditions.Theproductlifecycleisademand-shiftingprocessgovernedbyconsumerpreferencechanges.Thestagesaredividedbasedonsalesvolumeandprofitasmeasurementcriteria,witheachstagehavingdistinctcharacteristics.产品生命周期分析ProductLifecycleAnalysis1.导入期IntroductionStage商品刚刚进入市场试销，还没有被顾客接受，商品的销售额增长缓慢；商品的生产批量小，试制费用很大，因而生产成本很高；用户对新商品不了解和不熟悉，需要采取多种促销手段，营销成本较高。因此，在这个阶段跨境电商企业利润较少，甚至亏损。Theproducthasjustenteredthemarketfortrialsalesandhasnotyetbeenacceptedbycustomers.Salesgrowthisslow;productionbatchesaresmallwithhightrialcosts,resultinginhighproductioncosts.Usersareunfamiliarwiththenewproduct,requiringvariouspromotionalmethodsandhighmarketingcosts.Therefore,atthisstage,cross-borderecommercebusinesseshavelowprofitsorevenlosses.产品生命周期分析ProductLifecycleAnalysis

跨境电商企业在此阶段所面对的顾客主要是革新者和早期采用者，他们是愿意冒险的消费者，在商品推向市场后很快购买该商品。革新者比早期采用者更具有冒险精神，更年轻，社会地位更高，更都市化，所受教育更好；早期采用者喜欢拥有新商品所带来的声望和尊重，但是他们比革新者所冒的风险少，更注重群体规范和价值。Atthisstage,cross-borderecommercebusinessesmainlyfaceinnovatorsandearlyadopters—consumerswillingtotakeriskswhopurchasequicklyaftermarketlaunch.Innovatorsaremoreadventurous,younger,havehighersocialstatus,aremoreurbanized,andbettereducatedthanearlyadopters.Earlyadoptersenjoytheprestigeandrespectfromowningnewproductsbuttakefewerrisksandvaluegroupnormsmore.产品生命周期分析ProductLifecycleAnalysis2.成长期GrowthStage成长期的商品技术已成熟、工艺稳定，消费者对此商品较为熟悉，并已建立起了较稳固的销售渠道，利润迅速增长。此时大批后来者进入，竞争加剧。Inthegrowthstage,producttechnologyismatureandprocessesarestable.Consumersarefamiliarwiththeproduct,stablesaleschannelshavebeenestablished,andprofitsgrowrapidly.Atthispoint,manyfollowersenterthemarket,intensifyingcompetition.产品生命周期分析ProductLifecycleAnalysis

进入商品稳定增长期，跨境电商企业更多地面对早期大众，早期大众的特点是采取行动前深思熟虑，他们要花更多的时间决定是否尝试新产品，并且向革新者和早期采用者征求意见，早期大众虽不能率先尝试新事物，却是积极的响应者。跨境电商企业针对此类消费者应采取鼓励性促销措施，进行信任度较高的宣传使早期大众尽早地确定购买决策，更多地加入购买行列中来。Enteringthestablegrowthperiod,cross-borderecommercebusinessesfacemoreoftheearlymajority.Theearlymajorityischaracterizedbydeliberatedecision-making—theytakemoretimetodecidewhethertotrynewproductsandseekopinionsfrominnovatorsandearlyadopters.Althoughtheycannotbepioneers,theyareactiveresponders.Businessesshouldadoptencouragingpromotionalmeasuresandhigh-trustpublicitytohelptheearlymajoritymakepurchasedecisionssoonerandjointhebuyingranks.产品生命周期分析ProductLifecycleAnalysis3.成熟期MaturityStage成熟期的商品市场需求趋于饱和，销售增长率开始下降，全行业出现过剩现象，市场竞争更加激烈。Inthematuritystage,marketdemandtendstosaturate,salesgrowthratesbegintodecline,industry-widesurplusemerges,andmarketcompetitionbecomesmoreintense.产品生命周期分析ProductLifecycleAnalysis

成熟期的商品购买者中增加了大量的晚期大众，晚期大众的特点是对新事物通常持有怀疑态度，相对于早期大众而言都市化程度更低，对变化的反应更慢。在成熟期后半期如何争取晚期大众对于跨境电商企业保持利润率至关重要，因此，利用适合此类消费者特点的营销策略来保持其忠诚度和满意度是跨境电商企业在这个阶段的主要任务。Inthematuritystage,manylatemajoritybuyersemerge.Thelatemajorityistypicallyskepticalofnewthings,lessurbanizedthantheearlymajority,andslowertorespondtochange.Winningoverthelatemajorityinthelatterhalfofmaturityiscrucialformaintainingprofitmargins.Therefore,usingmarketingstrategiessuitedtotheseconsumerstomaintaintheirloyaltyandsatisfactionisthemaintaskforcross-borderecommercebusinessesatthisstage.产品生命周期分析ProductLifecycleAnalysis4.衰退期DeclineStage商品逐渐被新产品代替，消费者兴趣开始转向其他商品，价格会下降至最低水平，大多跨境电商企业已无法获得利润，被迫退出市场竞争。Theproductisgraduallyreplacedbynewproducts.Consumerinterestshiftstootherproducts.Pricesdroptothelowestlevel,andmostcross-borderecommercebusinessescannolongerprofitandareforcedtoexitthemarket.产品生命周期分析ProductLifecycleAnalysis大多数消费者在衰退期阶段纷纷撤出，转而注意新的替代品。这时只有少数落伍者成为商品的顾客。他们的特点是比较保守，心理年龄较大，收入和社会地位较低，易受传统束缚，对新变化不放心，只有一项革新慢慢变成传统之后才会接受。落伍者对商品的购买属于一种零星并且短期的购买，是商品先前投资的残留回收，跨境电商企业可以顺其自然，适当采取少量优惠手段回馈这类消费群体，使衰退商品走出低谷。Mostconsumerswithdrawduringthedeclinestageandturntonewsubstitutes.Onlyafewlaggardsremainascustomers.Theyareconservative,haveolderpsychologicalages,lowerincomeandsocialstatus,areboundbytradition,anddistrustchange—onlyacceptinginnovationsaftertheyslowlybecometradition.Laggards'purchasesaresporadicandshort-term,representingresidualreturnsonpriorinvestments.Cross-borderecommercebusinessescanletnaturetakeitscoursewhileusingmodestincentivestogivebacktotheseconsumersandhelpdecliningproductsrecover.04产品价格分析Productpriceanalysis在经济学的语言中，价格是为获得所期望的某些东西而必须牺牲的货币量。价格存在的意义在于它能使社会资源得到有效配置，实现社会总体福利最大化，也就是说价格指导着社会资源该如何使用。Ineconomicterms,priceistheamountofmoneythatmustbesacrificedtoobtainsomethingdesired.Thesignificanceofpriceliesinitsabilitytoefficientlyallocatesocialresourcesandmaximizeoverallsocialwelfare—inotherwords,priceguideshowsocialresourcesshouldbeused.产品价格分析ProductPriceAnalysis价格影响着市场的供需，供过于求时，价格降低，在成本不变的情况下，利润降低，这将指导生产者转向其他产品的生产；供不应求时，价格提高，利润提高，这将刺激生产者进行更多的投资，引导更多的资源进入这个行业。Priceaffectsmarketsupplyanddemand.Whensupplyexceedsdemand,pricesdrop,andwithunchangedcosts,profitsdecrease,guidingproducerstoshifttootherproducts.Whendemandexceedssupply,pricesriseandprofitsincrease,stimulatingmoreinvestmentanddirectingmoreresourcesintotheindustry.产品价格分析ProductPriceAnalysis.01020304.01020304采购数数据物流数据影响产品定价的因素FactorsAffectingProductPricing消费人群ConsumerDemographics市场和买家需求Market&BuyerDemand竞争对手价格CompetitorPricing其他外部因素OtherExternalFactors营销目标MarketingObjectives店铺目标定位StorePositioning产品成本ProductCost产品类别ProductCategory1.消费人群ConsumerDemographics成熟的跨境电商店铺都会有固定的消费人群，如果卖家的商品定价高于固定消费人群的消费能力，这部分消费者就会买不起；如果卖家的商品定价低于固定人群的消费能力，这部分消费者又会觉得商品这么便宜，可能存在质量问题，也不会购买。Maturecross-borderecommercestoreshavefixedconsumergroups.Ifpricingexceedsthegroup'spurchasingpower,theycannotaffordit;ifpricingisbelowtheirpurchasingpower,theymaysuspectqualityissuesandalsonotpurchase.产品价格分析ProductPriceAnalysis消费人群消费能力的确认主要看这个人群的年龄和职业。商家可以从客户的人群画像里找到人群的年龄分布和职业分布，继而推断出他们的消费能力，并以此确定商品的大致价位。Consumerpurchasingpowerismainlydeterminedbyageandoccupation.Sellerscanfindageandoccupationdistributionsfromcustomerprofiles,infertheirpurchasingpower,anddetermineapproximateproductpricingaccordingly.产品价格分析ProductPriceAnalysis2.市场和买家需求Market&BuyerDemand市场上的客户需求为价格设立了上限，它取决于客户对商品和服务的价值感受。跨境电商企业在定价之前必须弄清商品价格与买家需求之间的关系。市场上的买家需求量的大小对商品价格也有影响，当商品的供应量增加，需求减少，商家之间的竞争加剧，价格就会趋于下降，反之价格趋于上升。Marketcustomerdemandsetsthepriceceiling,dependingoncustomers'perceivedvalueofproductsandservices.Cross-borderecommercebusinessesmustunderstandtherelationshipbetweenpricingandbuyerdemandbeforesettingprices.Buyerdemandvolumealsoaffectspricing—whensupplyincreasesanddemanddecreases,competitionintensifiesandpricestendtofall,andviceversa.产品价格分析ProductPriceAnalysis3.竞争对手价格CompetitorPricing定价是一种挑战性行为，任何一次价格制定与调整都会引起竞争者的关注，并导致竞争者采取相应的对策，尤其是在产品的成长期和成熟期，竞争的结果往往会决定一个行业的标准和某企业产品的营销成败。竞争因素构成了对价格上限的最为基本的影响，迫使参与竞争的商家降低价格。Pricingisachallengingact—anypricesettingoradjustmentattractscompetitorattentionandtriggerscorrespondingresponses,especiallyduringgrowthandmaturitystages.Competitionresultsoftendetermineindustrystandardsandaproduct'smarketingsuccessorfailure.Competitivefactorsconstitutethemostfundamentalinfluenceonpriceceilings,forcingcompetingsellerstolowerprices.产品价格分析ProductPriceAnalysis4.其他外部因素OtherExternalFactors除了考虑竞争和买家需求外，还要考虑市场需求量和供应链、政府管制、经济状况、新技术等其他外部因素的影响。

Beyondcompetitionandbuyerdemand,considermarketdemandvolume,supplychain,governmentregulations,economicconditions,newtechnologies,andother

externalfactors.如政府管制通常导致成本上升，从而使商品的价格下限提高。经济状况，如繁荣或衰退、利率以及该国新增投资的水平，都将影响到生产成本以及买家对产品价值的认知。新技术则通过降低生产成本或发明新的独具特色的高附加值产品来影响价格。

Forexample,governmentregulationstypicallyincreasecosts,raisingthepricefloor.Economicconditions—suchasprosperityorrecession,interestrates,andnew

investmentlevels—affectproductioncostsandbuyers'valueperception.Newtechnologiesaffectpricesbyreducingproductioncostsorcreatingnewdistinctivehigh-

value-addedproducts.产品价格分析ProductPriceAnalysisA.营销目标MarketingObjectives要使企业价格战略卓有成效，企业必须建立切实可行的营销目标，以明确价格决策的方向。营销目标既是定价决策的主要内容，又在某种程度上决定了定价决策其他内容的选择。实践证明，营销目标正确与否关系到企业整个定价决策的成败。Forapricingstrategytobeeffective,businessesmustestablishpracticalmarketingobjectivestoclarifythedirectionofpricingdecisions.Marketingobjectivesareboththemaincontentofpricingdecisionsand,tosomeextent,determinethechoiceofotherpricingdecisionelements.Practicehasshownthatthecorrectnessofmarketingobjectivesrelatestothesuccessorfailureoftheentirepricingdecision.常见的营销目标有：以投资收益率最大化为目标，以利润最大化为目标，以市场份额最大化为目标，以稳定价格、适应和避免竞争为目标，以提高企业及产品品牌形象为目标。Commonmarketingobjectivesinclude:maximizingreturnoninvestment,maximizingprofits,maximizingmarketshare,stabilizingpricestoadapttoandavoidcompetition,andenhancingcorporateandproductbrandimage.产品价格分析ProductPriceAnalysisB.店铺产品定位StoreProductPositioning要做到合理为店铺产品定价，首先要对店铺的产品有一个清晰的定位。店铺产品定位需要从产品本身的特点出发，研究清楚店铺产品究竟有什么优势值得买家购买。Topricestoreproductsreasonably,firsthaveaclearpositioning.Storeproductpositioningshouldstartfromtheproduct'sowncharacteristicsandstudywhatadvantagesmaketheproductworthbuying.产品价格分析ProductPriceAnalysis低价优势Low-priceAdvantage专业优势ProfessionalAdvantage特色优势FeaturedAdvantages附加值优势Added-valueAdvantage·低价优势Low-PriceAdvantage低价优势是指店铺利用产品低价来吸引买家，薄利多销，靠销量来提升业绩。Low-priceadvantagemeansthestoreuseslowpricingtoattractbuyers,pursuingsmallprofitsbutquickturnover,relyingonvolumetoboostperformance.·专业优势ProfessionalAdvantage专业优势可以体现在产品的专业做工上或专业设计上，一旦产品具备了某种专业优势，并被消费者认可，其产品价格就能高于同类普通产品。Professionaladvantagecanbereflectedinprofessionalcraftsmanshipordesign.Onceaproducthasacertainprofessionaladvantagerecognizedbyconsumers,itspricecanexceedthatofsimilarordinaryproducts.产品价格分析ProductPriceAnalysis特色优势是店铺产品异于普通产品而展示出来的优势，其具备了某种特色，如做工精致、体现民族风格等，其产品定价也会高于同类普通产品。Distinctiveadvantageistheadvantagedemonstratedbyproductsthatdifferfromordinaryproducts—possessingcertaincharacteristicssuchasexquisiteworkmanshiporethnicstyle.Theirpricingwillalsobehigherthansimilarordinaryproducts.附加值优势是店铺通过附加值为产品加分，以获取消费者的信任，从而有利于抬高产品价格。Added-valueadvantageiswhenthestoreaddsvaluetoproductstoearnconsumertrust,therebyfacilitatinghigherpricing.产品价格分析ProductPriceAnalysisC.产品成本ProductCost成本决定了产品的底价，价格不仅应该能够弥补生产、分销及销售有关的直接成本和分配的间接成本，还应该包括因付出努力和承担风险而赢得的公平利润。对于新产品，相关成本是在未来的整个生命周期里的直接成本和分配的间接成本。Costdeterminestheproduct'sfloorprice.Pricingshouldnotonlycoverdirectcostsofproduction,distribution,andsalesplusallocatedindirectcosts,butalsoincludefairprofitsearnedfromeffortandrisk-taking.Fornewproducts,relevantcostsarethedirectandallocatedindirectcoststhroughoutthefuturelifecycle.产品价格分析ProductPriceAnalysisD.产品类别ProductCategory引流产品、利润产品、定位产品的产品定价在成本价之上的涨幅，引流产品一般高于成本价10％左右，利润产品一般高于成本价30％左右，定位产品价格的上升幅度可至45％。Fortraffic-driving,profit,andpositioningproducts,themarkupabovecost:traffic-drivingproductsaregenerallyabout10%abovecost,profitproductsabout30%abovecost,andpositioningproductscanriseupto45%.产品价格分析ProductPriceAnalysisABC引流产品是给店铺带来流量的产品，这类产品通常以低价来吸引买家Traffic-drivingproductsbringtraffictothestoreandtypicallyattractbuyerswithlowprices.定位产品的作用是将店铺的定位控制在一个范围内，不让店铺因打折的低价产品过多而渐渐失去品牌价值，这样的产品的定价就比较高Positioningproductskeepthestore'spositioningwithinarange,preventingitfromgraduallylosingbrandvalueduetotoomanydiscountedlow-priceproducts.Suchproductsarepricedhigher.利润产品的作用是为店铺赚取利润，这部分产品的定价介于引流产品与定位产品之间Profitproductsearnprofitsforthestore,andtheirpricingfallsbetweentraffic-drivingandpositioningproducts.05用户体验分析UserExperienceAnalysis·用户体验是什么WhatIsUserExperience用户体验是指