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基于美颜相机APP用户画像精准营销策略研究
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Abstract:
随着大数据时代的到来，互联网技术飞速发展。为在竞品当中脱颖而出，获得竞争优势，过度竞争趋势在互联网企业中逐渐显现，由此引发公司营销成本的上升以及营销绩效的下降等许多问题。针对上述问题，本文依靠美颜相机用户数据，利用LDA模型建立用户画像，通过提取主题词得到相应的主题分布；将选取的对应词扩充到特征空间中，完善用户特征，再利用SVM分类算法区分用户基本属性，进而构建用户画像。根据建立用户画像结果，给出精准营销策略建议。
With the advent of the era of big data, Internet technology has developed rapidly. In order to stand out among competing products and gain competitive advantage, the trend of excessive competition gradually appears in Internet enterprises, which leads to many problems, such as the rise of marketing costs and the decline of marketing performance. To solve the above problems, this paper relies on the user data of beauty camera, uses LDA model to establish user portrait, and obtains the corresponding subject distribution by extracting subject words; Expand the selected corresponding words into the feature space, improve the user features, and then use the SVM classification algorithm to distinguish the basic attributes of users, so as to construct the user portrait. According to the results of establishing user portrait, give suggestions on precision marketing strategy.
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