在经济全球一体化化发展的今天，跨境电商作为我国新兴的飞速发展的行业，有越 来越多传统企业以及创业者纷纷加入了以亚马逊跨境电商平台进行B2C跨境出口贸易。 而亚马逊卖家运营店铺能力的不断成熟，随着亚马逊卖家数量不断增加，仅靠海量上架 产品已不足以支撑订单的产生及店铺的运营，如何最大化获取亚马逊平台流量，从而促 成订单转化，成为亚马逊卖家迫在眉睫需要解决的问题。 鉴于此，对跨境电商亚马逊平台现状和存在对问题进行了剖析，发现随着国家各项 利好政策出台，新卖家纷纷入驻亚马逊平台导致竞争激烈 ，但由于运营能力不足使得 卖家留存率低，且由于亚马逊流量分流到各个卖家有限，盈利情况不容乐观，不采取推 广措施很难获得流量并进一步促进店铺销量；在分析目前亚马逊广告推广过程也发现很 多问题，选品不够精准；广告投放形式组合不当；广告数据监测不及时；因此，优化亚 马逊站内推广策略显得尤为重要。本文研究围绕“如何通过站内推广提高亚马逊店铺销 量”这一基本问题展开，以亚马逊平台作为研究对象，深入剖析关键词、曝光点击率、 点击转化率、广告投入产出比等不同广告指标对站内推广效果的影响，通过对站内广告 优化顺序及节奏进行梳理，提出通过调整竞价、监测数据等方式优化站内推广的合理性 策略，对促进店铺销量提供理论参考。 在上述分析的基础上，考虑到亚马逊广告绩效会受广告投放能力及形式的影响，故 选择规模收益可变的BCC模型和Malmquist指数模型对亚马逊站内广告运营绩效进行 静态和动态的分析评价。从而提出优化亚马逊站内推广策略：通过市场调研合理选品； 加强推广数据监测；及时调整广告预算及竞价；调节广告优化顺序及节奏。最终为更多 亚马逊中国卖家提供借鉴，提高卖家店铺运营能力，理清推广思路与优化策略，从而促 进店铺销量，提高亚马逊平台卖家留存率，进而推动整个跨境电商行业进一步蓬勃发展。 关键词：亚马逊，站内推广，广告指标，优化 中北大学学位论文 Analysis of Amazon's promotion on store sales and optimization strategy research Author: GAO Jiajia Supervisor: Zhao Gongmin Abstract Today, with the globalization of the economy, cross-border e-commerce, as China's emerging rapidly developing industry, more and more traditional enterprises and entrepreneurs in China have joined the Amazon cross-border e-commerce platform for B2C cross-border export trade . The Amazon seller's ability to operate stores continues to mature. As the number of Amazon sellers continues to increase, relying solely on massive shelves of products is no longer sufficient to support the generation of orders and store operations. How to maximize the flow of the Amazon platform to facilitate order conversion and become Amazon Sellers are looming for problems to be solved. In view of this, the current situation and problems of the cross-border e-commerce Amazon platform are analyzed. It is found that with the introduction of various favorable policies of the country, new sellers have entered the Amazon platform, resulting in fierce competition. Moreover, due to the limited distribution of Amazon traffic to various sellers, the profit situation is not optimistic. It is difficult to open the market to obtain traffic and further promote purchases without taking promotional measures; in the analysis of the current Amazon advertising promotion process, many problems have been found, and the selection of products is not accurate; the form of advertising Improper combination; advertising data monitoring is not timely; therefore, it is particularly important to optimize the promotion strategy on Amazon. This article focuses on the basic problem of "how to promote in the customs station to increase Amazon store sales", using the Amazon platform as a research object, in-depth analysis of keywords, exposure click rate, click conversion rate, advertising input-output ratio and other advertising indicators on the site The impact of the promotion 中北大学学位论文 effect, by sorting out the optimization sequence and rhythm of the advertisements in the station, put forward a rational strategy for optimizing the promotion in the station by adjusting bidding and monitoring data, etc., and providing a theoretical reference for promoting store sales. On the basis of the above analysis, considering that Amazon's advertising performance will be affected by the ability and form of advertising, we choose the BCC model and the Malmquist index model with variable scale returns to analyze and evaluate the performance of advertising operations on Amazon. Therefore, it is proposed to optimize the promotion strategy on Amazon: reasonable selection of products through market research; enhanced monitoring of promotion data; timely adjustment of advertising budget and bidding; adjustment of advertising optimization order and rhythm. In the end, it provides a reference for more and more Amazon sellers, improves the seller's store operation ability, clarifies the promotion ideas and optimization strategies, thereby promoting store sales, improving the Amazon platform seller retention rate, and thus promoting the further development of the entire cross-border e-commerce industry. Key Words: Amazon, Sponsored Ads, advertising metrics, optimization 中北大学学位论文 I 目 录 1 绪论 1.1 选题背景与研究意义 .................................................................................... 1 1.1.1 选题背景 .............................................................................................. 1 1.1.2 研究意义 .............................................................................................. 3 1.2 国内外研究现状 ............................................................................................. 4 1.2.1 国外研究现状 ...................................................................................... 4 1.2.2 国内研究现状 ...................................................................................... 5 1.2.3 国内外研究现状评述 ......................................................................... 6 1.3 研究目的、内容和方法 ................................................................................ 4 1.3.1 研究目的 .............................................................................................. 7 1.3.2 研究内容 .............................................................................................. 8 1.3.3 研究方法 .............................................................................................. 8 1.4 技术路线图 .................................................................................................... 10 1.5 本文的贡献 .................................................................................................... 10 2 相关理论基础与概念界定 2.1 理论基础 ........................................................................................................ 12 2.1.1 互联网广告 ........................................................................................ 12 2.1.2 消费者行为理论 ............................................................................... 13 2.1.3 精准营销理论 .................................................................................... 15 2.1.4 大数据理论 ........................................................................................ 16 2.1.5 亚马逊“飞轮理论” ......................................................................... 17 2.2 概念界定 ......................................................................... 错误! 未定义书签。 2.2.1 跨境电商的内涵 ............................................................................... 18 2.2.2 亚马逊平台的内涵 ........................................................................... 19 中北大学学位论文 II 2.2.3 亚马逊推广方式分类 ....................................................................... 21 3 亚马逊平台运营的发展现状及问题分析 3.1 亚马逊平台运营的发展现状 ..................................................................... 25 3.1.1 竞争激烈留存率低 ........................................................................... 25 3.1.2 多数卖家销售额低 ........................................................................... 26 3.2 亚马逊平台推广运营中存在的问题 ........................................................ 27 3.2.1 推广产品选择不够精准 .............................