Onlinestoreproductselectionandpricing網(wǎng)店選品及定價(jià)《E-commerceoperationsandlogistics》電子商務(wù)運(yùn)營(yíng)與物流Contents?ProductselectionprinciplesandmethodsHotproductdiscoveryProductpositioningProductPricing選品原則與方法爆品挖掘商品定位商品定價(jià)Productselectionprinciplesandmethods選品原則與方法ProductadvantageprincipleMarketdemandprinciplePlatformsuitabilityprincipleSelf-interestprincipleProductselectionprinciples選品原則產(chǎn)品優(yōu)勢(shì)原則市場(chǎng)需求原則平臺(tái)適合原則自身興趣原則ProductselectionprinciplesMarketdemandprinciple:Thefirstprincipleofproductselectionistoconsidertheneedsofmarketconsumers,theconsumptionpointsofthetargetcustomergroup,andtoconsiderproductselectionfromtheperspectiveofmarketdemandandmarketcapacity,basedontheprincipleofmarketdemand.市場(chǎng)需求原則：選品首要的原則是要考慮市場(chǎng)消費(fèi)者的需求，考慮目標(biāo)客戶人群的消費(fèi)點(diǎn)，從市場(chǎng)需求和市場(chǎng)容量的角度出發(fā)，以市場(chǎng)需求的原則考慮選品。ProductselectionprinciplesPlatformsuitabilityprinciple

Theselectionofproductsforonlinestoresalsoneedstoconsiderthee-commerceplatformonwhichtheyaresold.Differente-commerceplatformshavedifferentcharacteristics,andtheplatforms'best-sellingcategoriesandsupportedcategoriesarealsodifferent.平臺(tái)適合原則

網(wǎng)店商品的選品還要考慮銷售的電子商務(wù)平臺(tái)，不同的電子商務(wù)平臺(tái)有著不同的特性，平臺(tái)熱銷的品類和扶持的品類也有所不同。ProductselectionprinciplesSelf-interestprincipleProductadvantageprincipleProductsupplyadvantageRegionaladvantagesProductcompetitiveadvantagesServingagriculture,ruralareasandfarmers,andpromotingruralrevitalization產(chǎn)品優(yōu)勢(shì)原則產(chǎn)品貨源優(yōu)勢(shì)地域優(yōu)勢(shì)產(chǎn)品競(jìng)爭(zhēng)優(yōu)勢(shì)服務(wù)三農(nóng)，助力鄉(xiāng)村振興Data-basedproductselectionExperienceinproductselectionFollowthehot-sellingstylestoselectproductsProductselectionmethodProductselectionmethod

TakingBusinessAdvisorasanexample,throughtheindustrydatacolumnintheBusinessAdvisordatatoolinthestorebackend,wecollectindicatorssuchassearchindex,searchpopularity,clickindex,clickrate,transactionindex,conversionrate,andproductquantityunderhotsearchkeywords.Data-basedproductselection數(shù)據(jù)化選品ProductselectionmethodFollowthehot-sellingstylestoselectproductsExperienceinproductselectionExperienceselectionreferstoprofessionalswhohaverichexperienceinacertainindustryoracertaincategoryofgoodsandmarkets.Chooseproductstosellonlinebasedonpastexperience.Searchforpopularyogamatsandsummarizethefeaturesofpopularyogamats.跟隨熱銷款式選品經(jīng)驗(yàn)選品經(jīng)驗(yàn)選品指的是對(duì)于某行業(yè)或者某類目商品及市場(chǎng)具有豐富經(jīng)驗(yàn)的專業(yè)人士可以依據(jù)以往經(jīng)驗(yàn)選擇網(wǎng)上銷售的產(chǎn)品。搜索瑜伽墊熱銷款，總結(jié)熱銷款瑜伽墊特點(diǎn)。SMARTIstheproductsupplychaincomplete?TheproducthasacertainprofitmarginWilltheproductcauseinfringement?Isproductqualityguaranteed?Istheproducteasytotransport?Productselectionmethod產(chǎn)品的供應(yīng)鏈?zhǔn)欠裢晟飘a(chǎn)品有一定的利潤(rùn)空間產(chǎn)品是否會(huì)造成侵權(quán)產(chǎn)品品質(zhì)是否有保障產(chǎn)品是否便于運(yùn)輸Hotproductdiscovery爆品挖掘HotproductdiscoveryProductPricingHowtocreateproductdiscountsthatmeetpublicdemand

KeypointsofproductselectionAttributecombinationDotheproduct'sattributesmeettheneedsofthetargetgroup?UserGroupThisproductcanmeettheneedsofthegeneralcustomergroupAhot-sellingproductisaproductthatisinshortsupply,highlypopular,andboastshighsalesvolumes.Creatingahot-sellingproductcanincreasebothproductandonlinestoretraffic,makingitapowerfultoolforrevitalizingonlinestoresandachievingprofitability.HotproductdiscoveryDataAnalysisMarketcapacityanalysisAnalyzeindustrydataAnalyzesalesofindustrysubcategoriesProductattributeanalysisPopularbasicattributesPopularmarketingattributesPriceAnalysisThepriceshouldnotbetoolowTimelinessanalysisProductsalescycleRepurchaserateanalysisHighrepurchaseratepushburstTasteHotproductdiscoveryBypopularkeywordsProductpricerangeHot-sellingproductattributesCustomerTestimonialsDeterminethestyleandpriceofpopularproducts通過(guò)熱門關(guān)鍵詞排比產(chǎn)品價(jià)格區(qū)間熱銷產(chǎn)品屬性客戶評(píng)價(jià)確定爆款產(chǎn)品的款式和價(jià)HotproductdiscoveryClicktosave點(diǎn)擊收藏Testdelivery點(diǎn)擊投放Productpositioning商品定位ProductpositioningProductAnalysisQuadrantAnalysisDividebythequalityandsalesvolumeoftrafficsources80/20analysisEmphasizegraspingthekeyABCanalysisKeycommodities,generalcommodities,inferiorcommoditiesConventionalmethodsAccordingtoproductprofitandtargetaudienceCommodityAnalysisMethodsProductpositioningQuadrantAnalysishighqualityLowquantityhighqualityHighquantityLowqualityLowquantityLowqualityHighquantityqualityquantity高質(zhì)量低數(shù)量高質(zhì)量高數(shù)量低質(zhì)量低數(shù)量低質(zhì)量高數(shù)量Productpositioning80%ofthetimeTakesup20%ofthetime20%profit80%oftheprofitAlotoftedioustasksVeryfewimportanttasks80/20analysisProductpositioningSalesNumberofitemsLargesalesvolumeSmallsalesvolume50%40%10%10%40%50%AproductsBproductsCproductsABCanalysisProductpositioning

SKUinstockManagementStrategyImageProductsfewfewDuetothepositioningofimageproducts,thenumberofSKUsshouldnotbetoomany,andtheinventoryshouldbekeptatthesafetystockbaseline,andreplenishedaccordingtosales.ConventionalproductsmanymiddleToenrichtheproductwidth,itisbettertohavemoreSKUsandmaintainappropriatedepthofinventorybystyle,andreplenishstocksstablyaccordingtosales.drainageproductsfewmanySKUsshouldbesmallandprecise,andadeepinventoryshouldbemaintained.StablereplenishmentduringthesalesprocessEventProductsfewmanySKUs,andthestockispreparedaccordingtothetargetquantity.Thereplenishmentisdeterminedaccordingtotheactivitysituation.ProductPricing商品定價(jià)ProductPricingPricingstrategyisacrucialcomponentofthemarketingmix.Whilepriceisoftenacrucialfactorinfluencingtransactionsuccessorfailure,itisalsothemostchallengingelementinthemarketingmixtodetermine.Thegoalofcorporatepricingistoboostsalesandgenerateprofits.Thisrequirescompaniestoconsiderbothcostrecoveryandconsumerpriceacceptance,makingpricingatwo-waydecision-makingprocessinvolvingbothbuyersandsellers.Furthermore,priceisthemostflexibleelementinthemarketingmix,allowingittoflexiblyrespondtomarketconditions.Cost-orientedDemand-orientedValueOrientation成本導(dǎo)向需求導(dǎo)向價(jià)值導(dǎo)向ProductPricingPenetrationpricingskimmingpricingSatisfactorypricingEnterthemarketatalowprice,andtrytoachievethemaximumquantitybetweenpriceandorderquantity.Whenlaunchingnewproductsintothemarket,takeadvantageofsomeconsumers'desirefornoveltyandsetahighprice.Apricingstrategybetweenskimmingandpenetrationpricing,withpricessethigherthanpenetrationpricing.Newproductpricingstrategy滲透定價(jià)撇脂定價(jià)滿意定價(jià)以低價(jià)進(jìn)入市場(chǎng)，在價(jià)格和單量之間，盡量做到量的極致。把新商品推向市場(chǎng)時(shí)，利用一部分消費(fèi)者的求新心理定一個(gè)高價(jià)。一種介于撇脂定價(jià)和滲透定價(jià)之間的價(jià)格策略，所定價(jià)格比滲透定價(jià)高ProductPricingLastdigitpricingTieredpricingPricediscriminationItreferstothepricingmethodoftakingthedecimalinsteadofthewholenumberwhenpricinggoods,sothatcustomerswillhaveapsychologicalfeelingofgettingagreatbargainwhenbuying.Itmeansthatwhensettingcommodityprices,similarcommoditiesaredividedintoseveralgrades,andthepricesofproductsofdifferentgradesaredifferent.Itreferstothesituationwherethesupplierofgoodsorservicesimplementsdifferentpricingstrategieswhenprovidinggoodsorservicesofthesamegradeandqualitytodifferentrecipients.PsychologicalpricingstrategycombinationPricingcomplementarygoodsRelatedProductsAchieveoverallbenefitsProductPricingDiscountpricingstrategyStagepricingstrategy折扣定價(jià)策略階段定價(jià)策略商品定價(jià)導(dǎo)入期上升期鼎盛期衰退期推廣開(kāi)始打造人氣穩(wěn)定連帶消化過(guò)渡ProductPricingIntroductionperiodRisingperiodheydayrecessionPromotionstartsBuildpopularityStablejointDigestivetransitionProductPricingStrategySpecificcontentPricingstrategyduringproductintroductionperiodInitially,aproductcanbepricedhighertogenerateexcessprofitsintheshortterm.Skimmingpricingcanbetheprimarypricingstrategyduringthisphase.Dependingonhowquicklytheonlinestoreplanstocapturemarketshare,ahigh-price,fast-entrystrategyoraselectivepenetrationstrategycanbeemployed.Duringtheproductintroductionphase,break-evenpricingcanalsobeusedtoassistwithpricingdecisions.PricingstrategyforproductgrowthPricesduringthegrowthstagearelowerthanthoseduringthemarketdevelopmentstage.Merchantsfocusonreducingprocurementcostsandadoptpenetrationpricingduringthegrowthstagetoconsolidatetheirmarketshare,creatingbarrierstoentryforfuturecompetitors.PricingstrategiesformatureproductsDuringthematurestage,merchantsshouldadoptpenetrationpricingtomaintainandmoderatelyexpandconversions.Whentherearetoomanymerchantsorcompetitorsareundercuttingtheirprices,companiescanconsiderapplyingpricediscriminationandpricingpsychologystrategiestodynamicallyadjustpricestoincreaseuserstickinessandrepeatpurchaserates.PricingstrategiesduringcommoditydeclineThedirectcostofthegoodsbecomesthedecisivefactor.Ifthedirectcostofthegoodsishigherthanorclosetothemarketprice,thecompanyshouldfirmlywithdrawfromthemarket.ProductPricingOnlinestorepositioningActivityfactorsProductpositioningCostofGoodsMarketdemandCompetitiveproductp