项目一 电子商务数据分析认知················································································· 1 __eol__教学目标 ········································· 1 __eol__思政园地 ········································· 2 __eol__案例导入 ········································· 2__eol__课前自学 ········································· 2__eol__一、电子商务数据分析的内涵 ······· 2 __eol__二、电子商务数据分析的意义 ······· 8 __eol__三、电子商务数据分析的流程 ······10 __eol__四、电子商务数据分析的原则 ······11 __eol__自学自测 ········································12 __eol__课中实训 ······································· 13__eol__实训 电子商务数据分析的主要任务·· 13 __eol__复盘反思 ································ 16 __eol__实训项目评价 ·························· 17 __eol__课后提升 ······································· 17__eol__案例 1 京东大数据用户画像 ······ 17 __eol__案例 2 挖掘数据价值，科大讯飞助力银行提升营销服务质量和 管理效率 ····················· 18__eol__项目二 电子商务数据分析模型··············································································· 19 __eol__教学目标 ········································19__eol__思政园地 ········································20__eol__案例导入 ········································20 __eol__课前自学 ········································21 __eol__一、PEST 模型的主要内容···········21 __eol__二、5W2H 模型的主要内容··········22 __eol__三、逻辑树模型的主要内容 ·········23 __eol__四、漏斗模型的主要内容 ············25 __eol__自学自测 ········································26__eol__课中实训 ········································27__eol__实训一 基于 PEST 模型的案例分析 ···························27 __eol__实训二 5W2H 模型的应用案例 ··· 29 __eol__实训三 基于逻辑树模型的案例分析 ·························· 30 __eol__实训四 漏斗模型的应用案例······ 31 __eol__复盘反思 ································ 34 __eol__实训项目评价 ·························· 34 __eol__课后提升 ······································· 35 __eol__案例 1 基于 SWOT 分析的企业电子商务发展策略 ········· 35 __eol__案例 2 电子商务行业发展的 PEST 模型 ··························· 35 __eol__项目三 电子商务数据分析方法··············································································· 36 __eol__教学目标 ········································36 __eol__思政园地 ········································37__eol__案例导入 ········································37 __eol__课前自学 ········································38 __eol__一、统计分析 ···························38 __eol__二、相关分析与回归分析············ 42 __eol__三、时间序列分析 ···················· 44 __eol__四、聚类分析 ·························· 47 __eol__自学自测 ······································· 47 __eol__课中实训 ······································· 48__eol__实训一 统计分析计算 ···············48 __eol__实训二 相关分析与回归分析的应用 ···························51 __eol__实训三 时间序列分析计算 ·········56 __eol__实训四 聚类分析计算 ···············59 __eol__复盘反思 ·································60 __eol__实训项目评价 ···························60 __eol__课后提升 ········································61 __eol__案例 1 神奇的购物篮分析 ··········61 __eol__案例 2 Target 百货商店的怀孕预测指数 ····························61 __eol__项目四 数据的采集 ·································································································62 __eol__教学目标········································62__eol__思政园地········································63 __eol__案例导入········································63 __eol__课前自学········································64__eol__一、电子商务相关数据的获取 ······64 __eol__二、店铺数据获取的主要渠道 ······66 __eol__自学自测········································75__eol__课中实训········································76__eol__实训一 网络数据的爬取 ············76 __eol__实训二 调查问卷的设计与回收处理 ···························81 __eol__复盘反思 ·································86 __eol__实训项目评价 ···························86 __eol__课后提升 ········································87 __eol__案例 1 数据采集在电商成本控制中的应用 ······················87 __eol__案例 2 数据采集实训 ················87 __eol__项目五 数据导入与预处理·······················································································88 __eol__教学目标········································88__eol__思政园地········································89__eol__案例导入········································89__eol__课前自学········································90 __eol__一、数据的导入与导出 ···············90 __eol__