本書分為商務(wù)數(shù)據(jù)分析與認(rèn)知、商務(wù)數(shù)據(jù)收集、商務(wù)數(shù)據(jù)預(yù)處理、商務(wù)數(shù)據(jù)分析、商務(wù)數(shù)據(jù)可視化及報(bào)告撰寫五個(gè)項(xiàng)目，在每個(gè)項(xiàng)目中，“課前自學(xué)”講解理論知識，“課中實(shí)訓(xùn)”以Excel 2016的操作引領(lǐng)學(xué)生實(shí)訓(xùn)，并在“課后案例”給出企業(yè)真實(shí)的數(shù)據(jù)分析應(yīng)用案例。內(nèi)容涵蓋商務(wù)數(shù)據(jù)分析相關(guān)概念、商業(yè)問題定位、商務(wù)數(shù)據(jù)分析思路、初識商務(wù)數(shù)據(jù)收集、選擇收集渠道和方法、實(shí)施商務(wù)數(shù)據(jù)收集、商務(wù)數(shù)據(jù)預(yù)處理的內(nèi)容、商務(wù)數(shù)據(jù)的統(tǒng)計(jì)特征、商務(wù)數(shù)據(jù)清洗、商務(wù)數(shù)據(jù)集成、轉(zhuǎn)換和規(guī)約、數(shù)據(jù)分析模型、數(shù)據(jù)分析方法、商務(wù)數(shù)據(jù)分析應(yīng)用、商務(wù)數(shù)據(jù)可視化、商務(wù)數(shù)據(jù)分析報(bào)告。

1.活頁式新形式教材。 2.山東商職工商管理學(xué)院院長作品，名師名校。 3.本書以商務(wù)數(shù)據(jù)分析流程為脈絡(luò)組織各個(gè)項(xiàng)目，在實(shí)訓(xùn)中，以Excel 2016講解實(shí)操知識。 4.配套數(shù)據(jù)資源和精講視頻。

本書分為商務(wù)數(shù)據(jù)分析與認(rèn)知、商務(wù)數(shù)據(jù)收集、商務(wù)數(shù)據(jù)預(yù)處理、商務(wù)數(shù)據(jù)分析、商務(wù)數(shù)據(jù)可視化及報(bào)告撰寫五個(gè)項(xiàng)目，在每個(gè)項(xiàng)目中，“課前自學(xué)”講解理論知識，“課中實(shí)訓(xùn)”以Excel 2016的操作引領(lǐng)學(xué)生實(shí)訓(xùn)，并在“課后案例”給出企業(yè)真實(shí)的數(shù)據(jù)分析應(yīng)用案例。內(nèi)容涵蓋商務(wù)數(shù)據(jù)分析相關(guān)概念、商業(yè)問題定位、商務(wù)數(shù)據(jù)分析思路、初識商務(wù)數(shù)據(jù)收集、選擇收集渠道和方法、實(shí)施商務(wù)數(shù)據(jù)收集、商務(wù)數(shù)據(jù)預(yù)處理的內(nèi)容、商務(wù)數(shù)據(jù)的統(tǒng)計(jì)特征、商務(wù)數(shù)據(jù)清洗、商務(wù)數(shù)據(jù)集成、轉(zhuǎn)換和規(guī)約、數(shù)據(jù)分析模型、數(shù)據(jù)分析方法、商務(wù)數(shù)據(jù)分析應(yīng)用、商務(wù)數(shù)據(jù)可視化、商務(wù)數(shù)據(jù)分析報(bào)告。

項(xiàng)目一 商務(wù)數(shù)據(jù)分析認(rèn)知 ...............1 教學(xué)目標(biāo)　...................................1 思維導(dǎo)圖　...................................2 課前自學(xué)..........................................2 一、商務(wù)數(shù)據(jù)分析概述　..............2 二、商務(wù)數(shù)據(jù)分析的價(jià)值　..........6 三、商務(wù)數(shù)據(jù)分析思路　............10 自學(xué)自測　.................................15 課中實(shí)訓(xùn)........................................17 實(shí)訓(xùn)一　明確商務(wù)數(shù)據(jù)分析價(jià)值 ..........................17 實(shí)訓(xùn)二　使用維度法構(gòu)建 數(shù)據(jù)分析思路 ............18 實(shí)訓(xùn)三　確定經(jīng)濟(jì)可行的商業(yè)指標(biāo) ...................20 實(shí)訓(xùn)項(xiàng)目評價(jià)　..........................24 課后提升........................................25 案例：身體乳產(chǎn)品升級市場調(diào)研方案設(shè)計(jì)　................25 項(xiàng)目二　商務(wù)數(shù)據(jù)收集 .......................27 教學(xué)目標(biāo)　.................................27 思維導(dǎo)圖　.................................28 課前自學(xué)........................................28 一、初識商務(wù)數(shù)據(jù)收集　............28 二、選擇數(shù)據(jù)收集方法　............31 三、實(shí)施商務(wù)數(shù)據(jù)收集　............34 自學(xué)自測　.................................37 課中實(shí)訓(xùn)........................................39 實(shí)訓(xùn)一　初識商務(wù)數(shù)據(jù)收集 ...........................39 實(shí)訓(xùn)二　選擇數(shù)據(jù)收集方法 ...........................40 實(shí)訓(xùn)三　實(shí)施商務(wù)數(shù)據(jù)收集 ...........................42 實(shí)訓(xùn)項(xiàng)目評價(jià)　..........................45 課后提升........................................47 案例：身體乳產(chǎn)品升級市場調(diào)研數(shù)據(jù)收集　................47 項(xiàng)目三　商務(wù)數(shù)據(jù)預(yù)處理 ..................49 教學(xué)目標(biāo)　.................................49 思維導(dǎo)圖　.................................50 課前自學(xué)........................................50 一、商務(wù)數(shù)據(jù)預(yù)處理的內(nèi)容　..................................50 二、商務(wù)數(shù)據(jù)的統(tǒng)計(jì)特征　........53 三、商務(wù)數(shù)據(jù)清洗　...................61 四、商務(wù)數(shù)據(jù)集成、轉(zhuǎn)換和　規(guī)約 .................................75 自學(xué)自測　.................................82 課中實(shí)訓(xùn)........................................85 實(shí)訓(xùn)一　商務(wù)數(shù)據(jù)問題檢測 ..........................85 實(shí)訓(xùn)二　商務(wù)數(shù)據(jù)統(tǒng)計(jì)特征處理 ..........................87 實(shí)訓(xùn)三　商務(wù)數(shù)據(jù)清洗 ............90 實(shí)訓(xùn)四　商務(wù)數(shù)據(jù)集成、轉(zhuǎn)換和規(guī)約 ...............92 實(shí)訓(xùn)項(xiàng)目評價(jià)　..........................94 課后提升........................................95 案例：身體乳產(chǎn)品升級市場　調(diào)研數(shù)據(jù)預(yù)處理 ............95 項(xiàng)目四　商務(wù)數(shù)據(jù)分析 .......................99 教學(xué)目標(biāo)　.................................99 思維導(dǎo)圖　...............................100 課前自學(xué)......................................100 一、行業(yè)分析　........................101 二、客戶分析　........................105 三、產(chǎn)品分析　........................109 四、運(yùn)營分析　........................113 自學(xué)自測　...............................117 課中實(shí)訓(xùn)......................................119 實(shí)訓(xùn)一　行業(yè)分析 .................119 實(shí)訓(xùn)二　客戶分析 .................122 實(shí)訓(xùn)三　產(chǎn)品分析 .................125 實(shí)訓(xùn)四　運(yùn)營分析 .................132 實(shí)訓(xùn)項(xiàng)目評價(jià)　........................147 課后提升......................................149 案例：身體乳產(chǎn)品升級市場調(diào)研數(shù)據(jù)分析（以市場部數(shù)據(jù)為例）　.................149 項(xiàng)目五　商務(wù)數(shù)據(jù)可視化及報(bào)告撰寫 .....................155 教學(xué)目標(biāo)......................................155 思維導(dǎo)圖　...............................156 課前自學(xué)　...............................156 一、商務(wù)數(shù)據(jù)可視化　.............156 二、商務(wù)數(shù)據(jù)分析報(bào)告　..........169 自學(xué)自測　...............................177 課中實(shí)訓(xùn)......................................179 實(shí)訓(xùn)一　創(chuàng)建商務(wù)數(shù)據(jù)可視化圖表 ..............179 實(shí)訓(xùn)二　撰寫商務(wù)數(shù)據(jù)分析報(bào)告 .................185 實(shí)訓(xùn)項(xiàng)目評價(jià)　........................191 課后提升......................................193 案例：身體乳產(chǎn)品市場數(shù)據(jù)分析報(bào)告（部分）　.......193