职场力！最有效的Excel商业数据分析技法

Chapter 01 商务数据分析的基础知识 1
01　开始商务数据分析 ·····························································2
STEP 01　现在可以马上进行的商务数据分析 ····························2
02　日常业务和商务数据分析的关系 ·······································8
STEP 01　日常业务改善的流程和商务数据分析的关系 ·············8
03　商务数据分析的流程 ·························································9
STEP 01　商务数据分析的方法 ·················································9
04　商务数据分析的基本方法 ················································10
STEP 01　算出比率加以分析 ···················································10
STEP 02　绘制图表加以分析 ··················································· 11
STEP 03　改变切入点加以分析 ···············································12
STEP 04　改变维度加以分析 ···················································13
Chapter 02　导入外部数据 15
01　将分析数据导入Excel ·····················································16
STEP 01　数据的导出与导入 ···················································16
02　将文本数据导入Excel ·····················································17
STEP 01　文本数据格式的种类 ···············································17
STEP 02　导入文本数据 ··························································17
STEP 03　美化并以Excel 格式存储 ········································20
03　在Excel 中导入Access 的数据·······································25
STEP 01　导入Access 的数据 ················································25
04　加上筛选条件后导入数据 ················································28
STEP 01　加上筛选条件导入数据 ············································28
05　直接将外部数据制作成数据透视表 ··································31
STEP 01　运用数据透视表导入外部数据 ·································31
06　将Web 数据导入Excel ···················································35
STEP 01　Web 数据的导入······················································35
07　将Web 数据以外部数据的形式导入Excel ······················37
STEP 01　以外部数据的形式导入Web 数据 ···························37
08　练习问题 ·········································································40
Chapter 03　数据透视表 41
01　何为数据透视表·······························································42
STEP 01　数据透视表概要 ·······················································42
STEP 02　数据表与数据透视表的构成 ·····································44
02　制作数据透视表·······························································46

STEP 01　准备数据透视表 ·······················································46
STEP 02　制作数据透视表 ·······················································49
03　更改数据透视表的布局 ····················································52
STEP 01　更改布局 ·································································52
04　筛选数据透视表的数据 ····················································55
STEP 01　显示指定的数据 ·······················································55
05　制作添加筛选条件的数据透视表 ·····································57
STEP 01　添加页字数后根据各项来更改数据透视表 ···············57
06　根据报表筛选的项目区分工作表 ·····································60
STEP 01　制作项目的统计表 ···················································60
07　将数据透视表中的数值数据进行排序 ······························62
STEP 01　数值的排序 ······························································62
STEP 02　将明细显示的数值进行排序 ·····································63
08 显示前10 项 ······································································64
STEP 01　显示前10 项 ····························································64
09　将项目的顺序加以排序 ····················································67
STEP 01　将项目的顺序进行排序 ············································67
10　将数据透视表的合计值用百分比表示 ······························68
STEP 01　显示百分比 ······························································68
STEP 02　设置基准值以比较数据 ············································69
11　更改总计的类型 ·······························································71
STEP 01　更改值汇总方式 ·······················································71
12　将数据透视表的数据创建成组 ·········································73
STEP 01　将日期组成组 ··························································73
13　更新数据透视表的数据 ····················································76
STEP 01　更新数据 ·································································76
14　数据透视图 ······································································78
STEP 01　制作数据透视图 ·······················································78
15　数据透视表的格式化 ·······················································82
STEP 01　空白单元格中显示“0” ··········································82
16　将数据透视表以“值”的形式显示在别的工作表中 ·········85
STEP 01　以“值”的形式显示在其他工作表中 ······················85
17　练习问题 ·········································································87
Chapter 04　图表（Excel 2010） 89
01　图表的构成元素·······························································90
STEP 01　图表的构成元素和可以设置的内容 ··························90
02　制作图表 ·········································································91

STEP 01　制作图表操作 ··························································91
STEP 02　更改图表类型 ··························································95
03　更改图表的布局·······························································98
STEP 01　更改图表整体的布局 ···············································98
STEP 02　更改网格线单位 ·····················································100
STEP 03　更改网格线 ····························································101
STEP 04　在图表内显示数据 ·················································102
04　选择元素设置格式 ·························································104
STEP 01　选择元素与格式设置对话框 ···································104
05　在既有的图表上添加数据 ··············································106
STEP 01　在和图表相同的工作表中添加数据 ························106
06　在既有图表上追加其他工作表的数据 ····························109
STEP 01　添加与图表分属不同工作表的数据 ························109
07　组合不同类型的图表 ····················································· 111
STEP 01　制作图表 ································································111
08　保存自定义图表····························································· 116
STEP 01　保存图表为模板 ····················································· 116
STEP 02　使用已保存的图表 ················································· 117
09　练习问题 ·······································································122
Chapter 05　单变量求解●规划求解●方案●运算列表 123
01　何为单变量求解·····························································124
STEP 01　单变量求解概要 ·····················································124
STEP 02　单元格与“单变量求解”对话框的对应 ·················125
02　利用单变量求解逆运算数值 ···········································126
STEP 01　运用单变量求解求出目标值的zui佳数值 ·················126
03　何为规划求解 ································································128
STEP 01　规划求解的概要 ·····················································128
STEP 02　单元格与“规划求解参数”对话框的对应 ·············130
04　添加规划求解功能 ·························································132
STEP 01　安装规划求解 ························································132
05　用规划求解求出zui佳解答 ··············································134
STEP 01　明确列出规划求解的目的与限制条件 ····················134
STEP 02　在规划求解中设置参数后求解 ·······························135
06　何为方案 ·······································································140
STEP 01　方案概要 ·······························································140
STEP 02　“添加方案”与“方案变量值”对话框 ·················141
STEP 03　“方案管理器”对话框 ··········································142

07　创建方案 ·······································································143
STEP 01　方案的创建 ····························································143
08　执行方案 ·······································································146
STEP 01　方案的执行 ····························································146
09　综合显示方案的结果 ·····················································147
STEP 01　将多个方案综合显示 ·············································147
10　表格（Excel 2010）······················································149
STEP 01　转换成表格 ····························································149
STEP 02　在表格中添加合计行 ·············································153
STEP 03　在表格中输入计算式 ·············································154
11　练习问题 ········································································158
Chapter 06　关于销售的商业数据分析 159
01　运用Z 图表来分析销售额变化的倾向 ····························160
STEP 01　需准备的商务数据 ·················································163
STEP 02　Excel 操作①：算出营业额累计和移动年计 ··········164
STEP 03　Excel 操作②：制作Z 图表 ···································165
STEP 04　解读结果 ·······························································168
02　运用ABC 分析来弄清重点管理项目 ······························169
STEP 01　需准备的商务数据 ·················································172
STEP 02　Excel 操作①：销售额的排序和算出销售
实际成果的合计值 ·················································172
STEP 03　Excel 操作②：计算销售构成比率和构成
比率的累计 ····························································175
STEP 04　Excel 操作③：显示划分的等级顺位 ·····················176
STEP 05　Excel 操作④：制作柏拉图 ····································178
STEP 06　Excel 操作⑤：显示ABC 的划分等级顺位 ············181
STEP 07　解读结果 ·······························································184
03　提早预测并选定能增加利润的商品 ································187
STEP 01　需准备的商务数据 ·················································189
STEP 02　Excel 操作①：输入运算公式 ································189
STEP 03　Excel 操作②：交叉比率的排序 ····························191
STEP 04　Excel 操作③：制作气泡图 ····································191
STEP 05　Excel 操作④：编辑图表 ·······································199
STEP 06　解读结果 ·······························································203
04　预测畅销商品的销售数量 ··············································205
STEP 01　需准备的商务数据 ·················································206
STEP 02　Excel 操作①：制作变化倾向图 ····························207

STEP 03　Excel 操作②：添加趋势线 ····································209
STEP 04　Excel 操作③：算出销售数量的预测 ·····················213
STEP 05　解读结果 ·······························································215
05　选定拍卖商品 ································································217
STEP 01　需准备的商务数据 ·················································220
STEP 02　Excel 操作①：制作需求曲线 ································220
STEP 03　Excel 操作②：算出基准价格的预测销售数量 ·······229
STEP 04　Excel 操作③：算出价格弹性 ································231
STEP 05　解读结果 ·······························································233
06　练习问题 ·······································································236
Chapter 07　关于企划的商业数据分析 239
01　确立商品的市场定位 ·····················································240
STEP 01　需准备的商务数据 ·················································242
STEP 02　Excel 操作①：输入计算式 ····································243
STEP 03　Excel 操作②：制作气泡图 ····································243
STEP 04　Excel 操作③：编辑图表 ·······································250
STEP 05　Excel 操作④：在图表中标出商品名称 ··················253
STEP 06　分割成4 个领域 ····················································254
STEP 07　解读结果 ·······························································256
02　从气象数据预测夏季的销售数量 ···································258
STEP 01　需准备的商务数据 ·················································262
STEP 02　Excel 操作①：算出相关系数与制作散点图 ··········262
STEP 03　解读结果① ····························································267
STEP 04　Excel 操作②：添加回归直线 ································267
STEP 05　Excel 操作③：算出预测值 ····································269
STEP 06　解读结果② ····························································271
03　求出新开店铺的有效卖场面积 ·······································273
STEP 01　需准备的商务数据 ·················································275
STEP 02　Excel 操作①：求出商圈人口、卖场面积以及
销售额的关系 ························································275
STEP 03　解读结果① ····························································277
STEP 04　Excel 操作②：在新店铺用地的商圈人口附近
加上趋势线 ····························································278
STEP 05　解读结果② ····························································281
STEP 06　Excel 操作③：根据商圈人口算出预测销售额 ·······282
STEP 07　Excel 操作④：根据TREND 函数算出预测销
售额·······································································282
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CONTENTS
6
STEP 08　Excel 操作⑤：使用单变量求解算出卖场面积 ·······283
STEP 09　解读结果③ ····························································285
04　运用雷达图来分析商品的强项与弱项 ····························287
STEP 01　需准备的商务数据 ·················································289
STEP 02　Excel 操作①：制作雷达图 ····································289
STEP 03　Excel 操作②：编辑图表 ·······································290
STEP 04　解读结果 ·······························································293
05　判定对提升利润有贡献的方法 ·······································296
STEP 01　需准备的商务数据 ·················································303
STEP 02　Excel 操作①：掌握现状 ·······································303
STEP 03　解读结果① ····························································310
STEP 04　Excel 操作②：模拟的准备 ····································310
STEP 05　Excel 操作③：改善方案的分析 ····························315
STEP 06　Excel 操作④：制作方案 ·······································316
STEP 07　解读结果② ····························································320
06　练习问题 ·······································································323
Chapter 08　关于生产的商业数据分析 325
01　分析劳动生产力以确切指出原因 ···································326
STEP 01　需准备的商务数据 ·················································328
STEP 02　Excel 操作①：算出劳动生产力及其3 个指标 ·······329
STEP 03　Excel 操作②：比较去年和今年 ····························333
STEP 04　解读结果 ·······························································335
02　导出产生zui大利润的产量 ··············································337
STEP 01　需准备的商务数据 ·················································339
STEP 02　Excel 操作①：目的与生产条件的公式化 ··············340
STEP 03　Excel 操作②：规划求解的设置与操作 ··················342
STEP 04　解读结果① ····························································347
STEP 05　Excel 操作③：产品数据的更改与规划求解
的操作 ···································································347
STEP 06　Excel 操作④：运算结果报表的编辑 ·····················349
STEP 07　解读结果② ····························································350
03　求出zui佳的订货点 ·························································352
STEP 01　需准备的商务数据 ·················································357
STEP 02　Excel 操作①：算出研制周期中的平均销售数量 ···358
STEP 03　Excel 操作②：算出安全库存 ································359
STEP 04　Excel 操作③：算出订货点与订货量 ·····················360
STEP 05　解读结果 ·······························································361
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7
CONTENTS
04　练习问题 ·······································································363
Chapter 09　关于会计、财务的商业数据分析 365
01　根据客户的业绩设置信用范围（交易限额） ·················366
STEP 01　需准备的商务数据 ·················································370
STEP 02　Excel 操作①：求出信用范围的基准金额，
准备评价表 ····························································371
STEP 03　Excel 操作②：求出流动比率以及自有资本比率 ···372
STEP 04　Excel 操作③：根据流动比率与自有资本比率
设置信用范围 ························································373
STEP 05　Excel 操作④：信用范围的设置 ····························376
STEP 06　解读结果 ·······························································377
02　决定购入或是租借 ·························································379
STEP 01　需准备的商务数据 ·················································384
STEP 02　Excel 操作①：准备资金流动表 ····························384
STEP 03　Excel 操作②：求出净现值 ····································387
STEP 04　解读结果 ·······························································390
03　练习问题 ·······································································393
附录　图表（Excel 2003）（见二维码）
01　整理图表的格式
STEP 01　图表的构成元素和可以设置的内容
02　制作图表（Excel 2003）
STEP 01　制作图表
03　更改图表类型
STEP 01　更改图表的类型
04　选择元素设置格式
STEP 01　选择元素与格式设置对话框
05　在既有的图表上添加数据
STEP 01　在和图表相同的工作表中添加数据
STEP 02　在既有的图表上添加其他工作表的数据
06　组合不同类型的图表
STEP 01　制作图表
07　保存自定义图表
STEP 01　保存图表
STEP 02　使用已保存的图表
08　练习问题
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