大数据背景下的跨境电商选品策略研究——以亚马逊网络平台为例

Research on Cross-border E-commerce Selection Strategies of Big Data Background—Taking Amazon as an Example

大数据技术的发展及应用为跨境电商选品工作提供了诸多便利。跨境卖家通过大数据技术对平台、客户、市场等数据进行收集、处理、分析,得出有益于选品决策的信息参考,实现科学选品或对已有产品的二次开发。文章在已有大数据选品的研究成果基础上,归纳了跨境电商大数据选品有效维度为平台数据维度、客户数据维度和市场数据维度,并根据国外买家搜索习惯和亚马逊网站内外第三方软件工具的使用,重新提炼出关键词大数据、产品大数据和类目大数据三个层面加以深入探讨跨境电商选品策略。其中,关键词大数据选品策略包括市场容量、市场趋势、市场竞争、市场潜力四个维度;产品大数据选品策略则有产品尺寸、产品Listing质量、产品季节性、产品营销成本等四个方面;类目大数据选品策略有站内榜单类目和垂直类目两种。企业在跨境电商选品策略实施中,应注意规避有侵权风险的产品,平台禁限售的产品,大型、高货值、功能复杂的产品等跨境选品思路与方法的注意事项。

The development and application of big data technology provide great convenience for cross-border E-commerce product selection.Cross-border sellers collect,process,and analyze data related to platforms,customers,and markets using big data technology,deriving valuable information for product selection decisions.This enables scientific product selection or the secondary development of existing products.Building on existing research achievements in big data product selection,this article summarizes the dimensions of big data product selection in cross-border E-commerce as platform data,customer data,and market data.Based on the search habits of foreign buyers and the use of third-party software tools inside and outside the Amazon platform,this article refines the discussion into three levels:keyword big data,product big data,and category big data to explore cross-border e-commerce product selection strategies.Among these,keyword big data product selection strategy includes four dimensions:market capacity,market trends,market competition,and market potential.Product big data product selection strategy covers product size,product listing quality,product seasonality,and product marketing costs,among other aspects.Category big data product selection strategy includes on-site ranking categories and vertical categories.In the implementation of cross-border e-commerce product selection strategies,businesses should pay attention to considerations such as avoiding products with infringement risks,products prohibited or restricted by platforms,as well as large,high-value,and complex products,which is the line of thinking and method in cross-border product selection.