销售数据分析
Sales Figures Analysis
★
在企业运营中，销售数据分析是一个必不可少的环节。销售数据分析有助于实现销售目标、店铺终端管理、店铺评价及店铺整合、品牌经营决策等。在分析销售数据过程中，同样需要流利、清晰的语言表达。下面，让我们一起开启新的学习，“精读”销售数据分析的实用会话吧！
对话
Cynthia: I went over the sales figures in the market analysis report. If you take that report and compare it with our survey of consumer buying habits, there's only one conclusion.
Justin: What's that?
Cynthia: As you know, the market is very sensitive to price. When our product was offered at the higher introductory price, our sales were low. When we discounted the price, we landed more sales.
Justin: So, we should start a little lower?
Cynthia: I think that would be a good idea. Price is an important variable in our market, so we can use it to build our customer base. If our customers get hooked by low introductory prices, they may become more loyal to our brand. Later on, when we hit a peak in sales and after our customer base is sold on our products, we can bring the price up.
Justin: That sounds like clever marketing strategy.
Cynthia: This is a very competitive market. We've got to come up with a few clever strategies in order to keep our place at the top.
Justin: I think our main customer base will be young consumers.
Cynthia: That's who we're targeting. Young consumers are generally quick to commit, but fickle about staying with a brand. Our challenge is to build customer loyalty.
辛西娅：我检查了市场分析报告中的销售数据。如果把这份报告和我们的消费者购买习惯调查比较一下，只能得出一个结论。
贾斯汀：什么结论？
辛西娅：你知道的，市场对价格非常敏感。如果我们提高了产品的建议价格，销量就会减少。如果我们给产品打折，销量就会增加。
贾斯汀：所以，我们的定价应该低一点吗？
辛西娅：我觉得定价低一点比较好。价格是我们市场中一个重要的变量，所以我们可以利用价格建立我们的客户群。如果顾客被我们低价吸引，他们对我们品牌的忠诚度就会有所提升。当我们的销量达到峰值，而我们的客户群是基于我们的产品，我们就可以涨价了。
贾斯汀：听起来是很聪明的营销策略。
辛西娅：当前的市场竞争很激烈。我们得想一些聪明的策略，以保持市场领先地位。
贾斯汀：我觉得年轻人是我们的主要客户群。
辛西娅：他们正是我们的目标客户。他们通常会快速接受，但是很难持续使用同一品牌。建立客户忠诚度是我们的一大挑战。
脚本分析
(1) sensitive
adj. 敏感的
(2) discount
v. 打折扣
(3) land
v. 成功得到，赢得
(4) variable
n. 可变因素，变量
(5) peak
n. 最高点，顶峰
(6) strategy
n. 策略
(7) competitive
adj. 竞争性的，有竞争力的
(8) target
v. 面向，把......作为目标
(9) commit
v. 承诺，接受
(10) fickle
adj. 易变的，无常的
(11) I went over the sales figures in the market analysis report.
go over
仔细检查，认真讨论
figure
n. 数字
(12) When our product was offered at the higher introductory price, our sales were low.
at a... price
以……的价格
introductory price
试销价，建议价格
(13) If our customers get hooked by low introductory prices, they may become more loyal to our brand.
be hooked by
被吸引
(14) We've got to come up with a few clever strategies in order to keep our place at the top.
come up with
提出，想到
拓展表达
distribution n. 经销，分销
fragmented adj. 分散的
mark up 提高（标高）价格
on sale 促销，减价
sales show 销售展
benefit from 受益于
sales volume 销量
customer satisfaction 客户满意度
sales network 销售网络
delivery cycle 交付周期
Our current market share is superior to other companies.
我们现在所占的市场份额相比于其他公司是处于优势的。
We have to first understand that it may take some time to gain customer recognition.
我们首先得明白，要获得顾客的认可需要一定的时间。
职场Tips
销售数据分析，最关注的是两个方面：一是销量，二是盈利。在分析销售数据时需要解答四个问题：本年度目标完成了多少；如未完成目标，哪个环节出了问题；如已完成目标，预计超额完成多少；明年的销售目标，可以定为多少。有效的销售数据分析，一定会让企业的发展再上一个阶梯。
欢迎订阅
订阅喜马拉雅“外研职业英语”频道，收获更多职业英语实用表达！