E-Commerce Operations, Marketing, and Logistics (电子商务运营、营销与物流)
Domain 7 is the commercial half of the exam: funnel metrics, campaign mechanics, customer segmentation, and the physical fulfilment chain behind the click. Questions ask you to compute a rate, diagnose the weakest funnel step, or choose a logistics model.
Funnel and unit metrics
曝光 → 点击 → 加购 → 下单 → 支付 → 复购. Key measures: GMV (成交总额, includes cancelled and returned orders), 客单价 = GMV / 订单数, 转化率 = 支付人数 / 访问人数, 复购率, 留存率, CAC (获客成本), ROI/ROAS, 毛利率. Revenue is not GMV; a platform's revenue is commission or advertising, a reseller's is the margin.
Campaign and traffic mechanics
SEO (earned, structural), SEM/paid search, feed and display advertising, content and social commerce, private-domain traffic (私域), 裂变 incentives, 满减, 优惠券, 秒杀, 拼团. Always A/B test against a control and judge on profit, not click-through alone.
Logistics and supply chain
Self-operated versus third-party (3PL) versus crowdsourced delivery; warehouse management (WMS), 库存周转率, 前置仓, 冷链, 末端配送, 逆向物流 for returns, cross-border 保税 vs 直邮 models.
Worked example
1,000,000 exposures → 50,000 clicks → 10,000 add-to-cart → 4,000 orders → 3,800 paid; AOV 200元; ad spend 300,000元. Reasoning: click rate = 5%, add-to-cart from click = 20%, order from cart = 40%, payment from order = 95%, overall conversion = 0.38%, GMV = 3,800 × 200 = 760,000元, ROAS = 760,000/300,000 ≈ 2.53. The largest absolute drop is clicks → add-to-cart (40,000 lost), so the product page and price competitiveness deserve the budget before the payment page, which already converts at 95%.
Traps that cost marks
- Reporting GMV as revenue or profit.
- Optimising a high-converting step while a bigger absolute loss sits upstream.
- Confusing CAC with a single campaign's cost per acquisition.
- Costing logistics as shipping only, ignoring warehousing, cold chain and returns.
- Treating 满减 and coupons as free growth; margin must be checked afterwards.