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通过数据分析优化eBay Listing.doc
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通过数据分析优化eBay Listing.doc
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摘要
□
跨境电子商务自从 4g 网络问世后,出现了爆发式的增长,因为跨
境电子商务活动交易全程电子化的特点,跳过了许多传统贸易才有的环
节,拉近了买家与卖家的距离,节省了许多资源,因打破了空间的限制,
降低成本的同时也带来了更多的利润,开始拉动着整个中国的国际贸易
迅猛发展。
而 ebay 作为全球数一数二的 C 端对 C 端电商平台,也是许多跨境
电商卖家进行贸易不可或缺的一个平台,在帮我国跨境电商卖家将货品
销售到国外的过程中起着至关重要的作用。一项 2017 年的报告显示,
ebay 各个站点的排名前一万名卖家中,中国卖家都占着比较大的比重,
占比数排名前四的四个站点分别是,美国站,澳大利亚站,英国站和德
国站。在德国站占比是百分之五,在英国站占比是百分之十五,而在澳
大利亚站,这一占比是百分之二十一,在美国站的占比更是达到了百分
之三十,看着这些数字已经足以感受到中国跨境卖家涌入国外市场速度
的可怕。
Listing 作为 ebay 的货架,起着将产品信息呈现给 ebay 买家的作用,
所以 ebay Listing 是所有订单的来源,也是所有 ebay 卖家无法逃脱的一
堂课。若优化好 Listing,产品将有更大的机会展示给消费者,同时也能
够更好的提升卖家的订单量。
影响 Listing 的因素有很多,但是最关键的几个无非是,产品标题,
产品主图,产品价格等。以 ebay 英国站点为例,此次研究主要从标题,
主图,上架时间几方面进行数据分析,并解释以下几个有争议的问题:①
在 ebay 购物网站 Best Mach 筛选条件下,标题中加入显眼符号给 Listing
带来的是正面影响还是负面影响;②主图加入上架站点的国旗能否吸引
消费者注意;③在哪个时间段上架能被更多的消费者看到。
通过分析 Listing 点击量,买家下单时间,ebay 英国站搜得数据后,
得出以下结论:
(1)标题加符号,带来了正面影响,能一定程度上提高点击量;
(2)主图加上上架站点国家国旗不能获得较明显的点击量提高;
(3)卖家在英国站点上架适宜时间段为 10 点-13 点,15 点-18 点
和 19 点-22 点。
关键词: eBay Listing 跨境电商 数据分析
Abstract
□
Since the advent of the 4g network, cross-border e-commerce has
experienced explosive growth, because the characteristics of the entire
electronic process of cross-border e-commerce transactions have skipped
many links that are unique to traditional trade, and have narrowed the
distance between buyers and sellers. It has saved a lot of resources, because
it has broken the limitation of space, reduced costs and brought more profits.
It has started to drive the rapid development of international trade
throughout China.
EBay, as one of the world's best C-end to C-end e-commerce platforms,
is also an indispensable platform for many cross-border e-commerce sellers
to trade. It plays an important role in helping our cross-border e-commerce
sellers sell their products abroad. Important role. A 2017 report showed that
among the top 10,000 sellers on eBay ’s sites, Chinese sellers accounted for
a relatively large proportion. The top four sites in the ranking are the US,
Australia, and the UK. Station and German station. In Germany, the
proportion is 5%, in the UK, the proportion is 15%, and in Australia, the
proportion is 21%, and in the US, the proportion is even more Thirty percent,
looking at these numbers is enough to feel the terrible speed of Chinese
cross-border sellers pouring into foreign markets.
As a shelf of eBay, Listing plays a role in presenting product
information to ebay buyers, so ebay Listing is the source of all orders and a
lesson that all ebay sellers cannot escape. If the listing is optimized, the
product will have a greater chance to be displayed to consumers, and at the
same time, it can better increase the seller's order volume.
There are many factors that affect Listing, but the most critical ones are
nothing more than product titles, product main pictures, product prices, etc.
Taking the eBay UK site as an example, this research mainly analyzes the
data from the title, main picture, and shelf time, and explains the following
controversial issues: ① Under the screening conditions of eBay shopping
website Best Mach, the title is highlighted Whether the symbol has a
positive or negative impact on Listing; ②Whether the flag added to the
main website of the main picture attracts consumers' attention; ③Which
time period can be seen by more consumers.
By analyzing the number of listing clicks, the time when the buyer placed
the order, and after eBay UK searched the data, he reached the following
conclusions:
(1) Adding symbols to the title has a positive impact and can increase the
click volume to a certain extent;
(2) The main image plus the national flag of the country listed on the site
cannot obtain a significant increase in clicks;
(3) The suitable time period for sellers to put on the UK site is 10 o'clock-13
o'clock, 15 o'clock-18 o'clock and 19 o'clock-22 o'clock.
Key words: ebay Listing ; Cross-border e-commerce ; Data analysis
目 录
1 绪论......................................................1
1.1 研究背景与意义 .......................................1
1.2 研究现状 .............................................2
1.3 研究目标与内容 .......................................2
1.3.1 研究目标 .......................................2
1.3.2 研究内容 .......................................3
1.4 研究方法 .............................................3
1.5 组织结构 .............................................3
1.6 研究创新之处 .........................................3
2 所研究 eBay 店铺运营现状...................................................................................................5
2.1 店铺类型 .............................................5
2.2 店铺运营现状 .........................................5
3 标题之于点击量............................................................................................................................7
3.1 分析操作步骤 .........................................7
3.2 本章小结 ............................................15
4 主图之于点击量..........................................................................................................................16
4.1 分析操作步骤 ........................................16
4.2 本章小结 ............................................23
5 适宜上架时间段..........................................................................................................................24
5.1 分析操作步骤 ........................................24
5.2 本章小结 ............................................28
6 研究总结与展望..........................................................................................................................29
6.1 研究总结 ...........................................29
6.2 未来展望 ...........................................29
7 参考文献...........................................................................................................................................30
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