《跨境商务数据分析与应用》课件-市场数据采集-双语

市场数据采集MarketDataCollection主讲教师：XXX日期：2024.01.01目

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CONTENT0102行业数据采集Industrydatacollection竞争对手数据采集Competitordatacollection跨境电子商务专业Cross-BorderE-CommerceMajor03市场行情数据采集Marketdatacollection01行业数据采集Industrydatacollection跨境电子商务专业Cross-BorderE-CommerceMajor行业数据采集IndustryDataCollection行业数据采集IndustryDataCollection竞争数据采集Competitordatacollection

市场分析的结果是跨境电商店铺进行商品运营、制定店铺规划的支撑和依据，而市场数据采集则是进行市场分析的前提。Theresultsofmarketanalysisserveasthesupportandbasisforcross-bordere-commercestorestoconductproductoperationsandformulatestoreplanning,whilemarketdatacollectionistheprerequisiteforconductingmarketanalysis.行业数据采集Industrydatacollection行业数据采集IndustryDataCollection1.行业发展数据采集1.IndustryDevelopmentDataCollection

行业发展数据分析通常会涉及到行业总销售额、增长率等数据指标，行业发展数据来源主要依托于国家统计局、行业协会、数据公司发布的行业统计数据、行业调查报告等。Industrydevelopmentdataanalysistypicallyinvolvesindicatorssuchastotalindustrysalesrevenueandgrowthrate.DatasourcesmainlyrelyonindustrystatisticsandsurveyreportspublishedbytheNationalBureauofStatistics,industryassociations,anddatacompanies.行业数据采集IndustryDataCollection2.市场需求数据采集2.MarketDemandDataCollection

市场需求数据分析通常会涉及到需求量变化、品牌偏好等数据指标，除了可以通过行业调查报告获取外，还可以通过对用户搜索指数的变化趋分析反应把握用户的需求变化和品牌偏好。Marketdemanddataanalysistypicallyinvolvesindicatorssuchasdemandvolumechangesandbrandpreferences.Besidesobtainingdatathroughindustrysurveyreports,userdemandchangesandbrandpreferencescanalsobegraspedbyanalyzingtrendsinusersearchindices.行业数据采集IndustryDataCollection3.目标客户数据采集3.TargetCustomerDataCollection

目标客户数据通常会涉及到目标客户的地域分布、性别占比、年龄结构占比、职业领域占比等数据指标，可以借助行业调查报告、指数工具等对整个行业的目标客户数据进行采集。Targetcustomerdatatypicallyinvolvesindicatorssuchasgeographicdistribution,genderratio,agestructureratio,andoccupationalfieldratio.Industrysurveyreportsandindextoolscanbeusedtocollecttargetcustomerdataacrosstheentireindustry.02竞争对手数据采集Competitordatacollection跨境电子商务专业Cross-BorderE-CommerceMajor竞争对手数据采集CompetitorDataCollection

竞争数据是对在跨境电商业务中彼此存在竞争关系的商家、品牌、产品(即竞争对手)的各项运营数据的总称。在跨境电商企业经营过程中，对竞争对手进行分析，可以帮助决策者和管理层，了解竞争对手的发展势头，为企业战略策略制定、调整提供数据支持。Competitivedataisageneraltermforvariousoperationaldataofmerchants,brands,andproducts(i.e.,competitors)thathavecompetitiverelationshipswitheachotherincross-bordere-commercebusiness.Inthecourseofenterpriseoperations,analyzingcompetitorshelpsdecision-makersandmanagementunderstandcompetitordevelopmentmomentumandprovidesdatasupportforformulatingandadjustingcorporatestrategies.竞争对手数据采集CompetitorDataCollection

竞争对手的识别是跨境电商企业制定及执行战略的关键任务。确定竞争对手简便易行的方法是利用现有资料进行判断，这种方法只能判断直接竞争对手，间接竞争对手可采取替代产品技术可行性评价法来确定。Identifyingcompetitorsisakeytaskforcross-bordere-commerceenterprisesinformulatingandexecutingstrategies.Asimpleandpracticalmethodfordeterminingcompetitorsistouseexistingmaterialsforjudgment,thoughthismethodcanonlyidentifydirectcompetitors.Indirectcompetitorscanbeidentifiedusingthesubstituteproducttechnicalfeasibilityevaluationmethod.消费者评价法ConsumerEvaluationMethod辨识标准识别法IdentificationStandardRecognitionMethod**经理人员判断法ManagerJudgmentMethod采用科学的辨识标准对竞争对手进行分类并排序来识别竞争对手是基本的方法。Usingscientificidentificationcriteriatoclassifyandrankcompetitorsisafundamentalmethodforidentifyingcompetitors.消费者评价法是基于市场需求的视角来识别竞争对手。Theconsumerevaluationmethodidentifiescompetitorsfromtheperspectiveofmarketdemand.经理人员依据其经验，销售人员的电话及报告、中间商的信息及其他信息等对跨境电商企业现有和未来竞争对手有较高的判断能力。Managers,basedontheirexperience,salespersonnelphonecallsandreports,intermediaryinformation,andothersources,haverelativelystrongjudgmentcapabilitiesregardingexistingandfuturecompetitorsofcross-bordere-commerceenterprises.竞争对手数据采集CompetitorDataCollection1.竞争对手网站1.CompetitorWebsites

企业网站的信息资源直接产生于企业内部的生产、销售、服务、管理的各部门和各环节，网站也成为了解竞争对手的最有价值的第一手信息源。Enterprisewebsiteinformationresourcesaredirectlygeneratedfromvariousinternaldepartmentsandlinksofproduction,sales,service,andmanagement.Websiteshavebecomethemostvaluablefirst-handinformationsourceforunderstandingcompetitors.

企业网站提供企业的最新动态、企业文化、企业现有产品的性能、新产品的研究开发重点、技术优势、企业服务特色等。Enterprisewebsitesprovidethelatestcompanyupdates,corporateculture,existingproductperformance,newproductR&Dfocus,technicaladvantages,andservicefeatures.竞争对手数据采集CompetitorDataCollection2.政府及行业网站2.GovernmentandIndustryWebsites

政府机构是信息资源的最大拥有者，能以其机构的权威性为企业提供准确可靠的信息。Governmentagenciesarethelargestownersofinformationresourcesandcanprovideaccurateandreliableinformationtoenterprisesthroughtheirinstitutionalauthority.

几乎每个行业都有自己的行业网站，如中国建筑业在线、中国企业信息网、国际商务信息网等。Almosteveryindustryhasitsownindustrywebsite,suchasChinaConstructionIndustryOnline,ChinaEnterpriseInformationNetwork,InternationalBusinessInformationNetwork,etc.竞争对手数据采集CompetitorDataCollection3.竞争信息网站

3.CompetitiveIntelligenceWebsites

目前，国内外竞争信息网站的数量并不多，其中具有权威性的竞争信息网站是美国竞争信息从业者协会（SCIP）在因特网上建立的网站，该网站主要提供海外商业信息。通过该站点可以连接到全球各地区网站，还可以很容易访问相关站点而得到证券交易信息、企业名录、政府信息等资源。Currently,thenumberofcompetitiveintelligencewebsitesdomesticallyandinternationallyislimited.ThemostauthoritativeisthewebsiteestablishedbytheSocietyofCompetitiveIntelligenceProfessionals(SCIP)ontheInternet,whichprimarilyprovidesoverseasbusinessinformation.Throughthissite,userscanconnecttowebsitesfromvariousglobalregionsandeasilyaccessrelatedsitestoobtainsecuritiestradinginformation,enterprisedirectories,governmentinformation,andotherresources.

我国竞争信息方面的网站极少，主要有中国经济信息网、中国中小企业信息网、中国产业信息网和中国产业竞争情报网。Chinahasveryfewcompetitiveintelligencewebsites,withthemainonesbeingChinaEconomicInformationNetwork,ChinaSMEInformationNetwork,ChinaIndustrialInformationNetwork,andChinaIndustrialCompetitiveIntelligenceNetwork.竞争对手数据采集CompetitorDataCollection竞争对手数据采集CompetitorDataCollection竞争对手数据采集CompetitorDataCollection4.公共渠道4.PublicChannels

据纽约财政咨询服务社WendySchmidt分析，企业调研信息的四分之三可以从公共渠道获得。AccordingtoanalysisbyWendySchmidtoftheNewYorkFinancialAdvisoryService,three-quartersofenterpriseresearchinformationcanbeobtainedfrompublicchannels.

每个企业都会形成一系列的纸质文档，它们通常以规章制度或法律文档形式出现，可通过查阅某企业在证券交易委员会的年度报表，看看“展望”章节中是否提及未来的计划。Everyenterprisegeneratesaseriesofpaperdocuments,typicallyintheformofregulationsorlegaldocuments.Onecanreviewacompany'sannualreporttotheSecuritiesandExchangeCommissionandexaminethe"Outlook"sectionformentionsoffutureplans.竞争对手数据采集CompetitorDataCollection5.人员沟通5.PersonnelCommunication

了解对手的一些信息有时可以在与竞争对手企业内部相关人员的谈话中获得。Someinformationaboutcompetitorscansometimesbeobtainedthroughconversationswithrelevantpersonnelwithincompetitorenterprises.

在人员沟通过程中，要了解自己所未知的东西，应先问问题，然后洗耳恭听。在会议、贸易洽谈会、产业聊天室、校友会以及一切社交活动场合中，人们会因种种原因而交换信息，这也是收集竞争信息的好时机。Intheprocessofpersonnelcommunication,tolearnwhatyoudon'tknow,firstaskquestionsandthenlistenattentively.Atmeetings,tradenegotiations,industrychatrooms,alumnigatherings,andallsocialactivityvenues,peopleexchangeinformationforvariousreasons—thisisalsoagoodopportunityforcollectingcompetitiveintelligence.03市场行情数据采集Marketdatacollection跨境电子商务专业Cross-BorderE-CommerceMajor市场行情数据采集MarketConditionsDataCollection在跨境电商领域，市场行情数据是指反映特定时间点或时间段内国际市场商品价格波动、消费者行为趋势、竞争对手动向等关键信息的数据集合。这些数据对于企业制定产品策略、定价策略及营销策略至关重要。Inthecross-bordere-commercesector,marketdatareferstoasetofkeyinformationreflectingcommoditypricefluctuations,consumerbehaviortrendsandcompetitordevelopmentsintheglobalmarketataspecificpointoroveraperiodoftime.Suchdataiscriticalforenterprisestoformulateproduct,pricingandmarketingstrategies.市场行情数据采集MarketConditionsDataCollection市场行情数据可以帮助我们：Marketconditionsdatacanhelpus:01了解目标市场的消费偏好和购买力，帮助企业及时调整产品结构。Understandconsumerpreferencesandpurchasingpowerintargetmarkets,helpingenterprisesadjustproductstructureinatimelymanner.预测市场需求ForecastMarketDemand依据季节性销售数据合理安排进货量，减少积压风险。Reasonablyarrangeinventorylevelsbasedonseasonalsalesdatatoreduceoverstockrisk.02优化库存管理OptimizeInventoryManagement分析竞争对手的价格策略，适时调整自身策略以保持竞争优势。Analyzecompetitorpricingstrategiesandadjustone'sownstrategyaccordinglytomaintaincompetitiveadvantage.03提高竞争力EnhanceCompetitiveness根据用户搜索习惯和点击率等数据，精准定位广告受众，提升转化率。Preciselytargetadvertisingaudiencesbasedonusersearchhabitsandclick-throughratedatatoimproveconversionrates.04指导广告投放GuideAdvertisingPlacement市场行情数据采集MarketConditionsDataCollection获取高质量的市场行情数据是成功的第一步,下面是几个主要的数据来源：Obtaininghigh-quality