摘要
大数据时代,基于海量数据的"用户画像"正引起理论界与实业界的众多关注。基于文献回顾,总结用户画像的概念内涵及四类画像视角,阐述常用的画像方法、工具,以典型互联网企业用户画像实践为背景,比较互联网领域用户画像的主要应用场景、常用画像方法和潜在价值。
In the era of big data, persona based on massive data is attracting much attention from both theoretical and business circles. However, there is a lack of clear and consistent cognition to the conceptual origin, methods, applications of it in the academic circle. Based on the literature review, the concept and four types view of persona are summarized. The methods and tools of it are stated. Furthermore, taking the practice of typical Internet enterprise who have used persona as background, the main application field, common methods and potential value of persona are compared.
作者
亓丛
吴俊
QI Cong WU Jun(School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China)
出处
《重庆交通大学学报（社会科学版）》
2017年第5期82-87,共6页
Journal of Chongqing Jiaotong University:Social Sciences Edition
基金
国家自然科学基金面上项目"云计算的商业价值形成机理与关键影响因素研究"(71172134)
关键词
用户画像
概念溯源
画像视角
应用场景
persona
conceptual origin
perspective of persona
application area
