eBay Listing的优化与分析

发布时间：2018-06-03 17:35

本文选题：eBay + Listing　；参考：《华东师范大学》2017年硕士论文

【摘要】：跨境电商出口作为我国对外出口的新型贸易方式,有望成为中国贸易乃至整个经济的全新增长动力。eBay作为成熟的跨境电商平台,在将我国商品销往国外的进程中起着举足轻重的作用。这几年,随着越来越多的中国卖家在eBay上开店售卖产品,可以说中国卖家已成了 eBay卖家中的领先者,然而与之相应的是中国卖家面临的竞争压力也变得越来越大。Listing作为eBay订单产生的源头,如何将Listing不断优化以获取更多的销量已然成了每个中国eBay卖家的必修课。虽然能够影响Listing的因素很多,但如果能抓住其中几个相对来说主要的因素,是否会有不一样的效果呢?然而目前国内研究eBay Listing优化的文章几乎没有,本文试图打破这一僵局,希望能给众多eBay卖家在Listing的优化上提供一些参考和支持。本文通过研究和分析好评率、价格、上架时间、上架数量、上架类目和竞争对手这六个因素对于eBay订单量的影响,根据订单量的变化来检测Listing优化的有效性,得出了如下结论:(1)好评率的增长对销量的变化是呈正向相关的。(2)针对Listing同时使用工具Markdown Manager和Promotions对销量的正向影响力并不优于只使用其中一种工具,使用一口定价的方式并不优于使用动态定价的方式。(3)选择在美国当地时间休息日的上午10点至下午6点之间进行Listing的刊登,销量优势较为明显。(4)日均Listing的上架数量为7到8个时,订单量的增长趋于平缓。(5)不同类目之间的Listing销量差异显著,可以根据不同类目的利润差别进行Listing刊登的合理配置。(6)跟卖Listing需要注意采购、产品质量、侵权、售价等相关问题。
[Abstract]:As a new trade mode for China's foreign exports, cross-border e-commerce export is expected to become a new growth power for China's trade and even the entire economy. EBay is a mature cross-border e-commerce platform. It plays an important role in the process of selling our commodities abroad. In recent years, as more and more Chinese sellers have opened stores on eBay to sell products, it can be said that Chinese sellers have become the leading sellers of eBay. Meanwhile, the competitive pressure on Chinese sellers is also growing. Listing is the source of eBay orders. How to optimize Listing to get more sales has become a compulsory course for every eBay seller in China. Although there are a number of factors that can affect Listing, would it have a different effect if you could capture a few of these relatively major factors? However, there are almost no papers on eBay Listing optimization in China. This paper attempts to break the deadlock, hoping to provide some reference and support for many eBay sellers in the optimization of Listing. In this paper, we study and analyze the effect of six factors on eBay order quantity, such as favorable rate, price, time, quantity, category and competitor, and test the effectiveness of Listing optimization according to the change of order quantity. The following conclusion is drawn: 1) the increase in acclaim is positively correlated with the change in sales.) the positive impact of both Markdown Manager and Promotions on the sales of Listing at the same time is not better than that of using only one of them. Using one mouthful pricing is not better than using dynamic pricing.) choose to publish Listing between 10:00 and 6pm on the rest day of local time in the United States. When the number of Listing on the shelves is 7 to 8, the increase of order volume tends to be flat. 5) there are significant differences in Listing sales among different categories. According to the profit difference of different categories, the reasonable allocation of Listing can be carried out according to the profit difference of different categories.) and the sale of Listing should pay attention to purchase, product quality, infringement, price and so on.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G350;F713.36

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