数据驱动的益智玩具跨境电商选品机制研究——以魔域文化为例
Research on Data-Driven Cross-Border E-Commerce Product Selection Mechanism for Educational Toys—A Case Study of MoYu Culture
DOI: 10.12677/ecl.2026.154410, PDF,    科研立项经费支持
作者: 尹思源*：南京邮电大学管理学院，江苏 南京；朱羿如*：南京邮电大学自动化学院，江苏 南京；沈偲菲扬：西安市长安区第二中学，陕西 西安
关键词: 数据驱动；跨境电商；益智玩具；选品机制；Data-Driven； Cross-Border E-Commerce； Educational Toys； Product Selection Mechanism
摘要: 随着数字经济和跨境电商的持续发展，数据驱动逐步成为企业提升选品决策科学性的重要方式。本文以Google Trends趋势数据、亚马逊平台销售数据和消费者评论文本数据为基础，结合行业集中度(CRn)测算与文本情感分析方法，对益智玩具跨境电商选品机制开展实证分析。研究结果显示，美国魔方细分市场虽然品牌集中度较高，但在中端价格区间仍存在一定结构性市场机会，消费者更关注产品的耐用性与结构稳定性，为跨境电商企业在选品决策与产品结构设计方面提供了数据依据与实践层面的参考。
Abstract: With the continuous development of the digital economy and cross-border e-commerce, data-driven approaches have increasingly been adopted by enterprises to improve the scientific basis of product selection decisions. This study carries out an empirical analysis of the cross-border e-commerce product selection mechanism for educational toys using Google Trends data, Amazon platform sales data, and consumer review text data, together with industry concentration ratio (CRn) measurement and text sentiment analysis methods. The results indicate that although the U.S. Rubik’s Cube submarket exhibits a relatively high level of brand concentration, the mid-range price segment still contains certain structural market opportunities, and consumers place greater emphasis on product durability and structural stability. These findings offer data-based evidence and practical reference for cross-border e-commerce enterprises in improving product selection decisions and product structure design.
文章引用：尹思源, 朱羿如, 沈偲菲扬. 数据驱动的益智玩具跨境电商选品机制研究——以魔域文化为例[J]. 电子商务评论, 2026, 15(4): 392-401. https://doi.org/10.12677/ecl.2026.154410

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