图书情报工作 ›› 2019, Vol. 63 ›› Issue (5): 84-91.DOI: 10.13266/j.issn.0252-3116.2019.05.010

• 情报研究 • 上一篇    下一篇

知识直播平台付费用户群体画像研究

张莉曼, 张向先, 卢恒, 张玲   

  1. 吉林大学管理学院 长春 130022
  • 收稿日期:2018-07-17 修回日期:2018-10-14 出版日期:2019-03-05 发布日期:2019-03-05
  • 作者简介:张莉曼(ORCID:0000-0002-0770-3708),博士研究生,E-mail:326671265@qq.com;张向先(ORCID:0000-0003-3186-2677),教授,博士,博士生导师;卢恒(ORCID:0000-0002-6680-5915),硕士研究生;张玲(ORCID:0000-0002-6654-222x),博士,硕士生导师

Research on User Persona of Knowledge Online Live's Paid-Up Members

Zhang Liman, Zhang Xiangxian, Lu Heng, Zhang Ling   

  1. School of Management, Jilin University, Changchun 130022
  • Received:2018-07-17 Revised:2018-10-14 Online:2019-03-05 Published:2019-03-05

摘要: [目的/意义]为知识直播平台精细化地定位人群特征、进行针对性运营并挖掘潜在价值用户提供有效的思路和方法。[方法/过程]以知识直播平台为研究对象,首先设计群体画像的概念模型,然后提出基于密度峰值聚类的知识直播平台付费用户群体画像的方法,最后以知乎live平台的付费用户数据为样本,使用Matlab中的密度峰值聚类算法对样本数据进行群体划分。[结果/结论]实验结果表明该平台存在5类典型的用户群体,通过对聚类中心点的对比分析,识别出各群体典型特征,并提出精准运营策略。

关键词: 知识直播平台, 密度峰值聚类, 群体画像, 付费用户

Abstract: [Purpose/significance] This paper aims at giving effective enlightenment and method for the platform to locate the characteristics of the users, carry out targeted operations and discover the potential value users. [Method/process] This paper takes the knowledge live platform as the research object, firstly designing the concept model of the group portrait, then putting forward the method of the paid-up user persona of the knowledge live platform based on the density peak clustering, and finally taking the data of paid-up users in Zhihu live platform as an sample, and using the density peak clustering algorithm in Matlab to divide the sample data into groups. [Result/conclusion] The experimental results show that there are five typical user groups in Zhihu live platform. By comparing and analyzing the cluster center points, we identify the typical characteristics of each group, and propose the precise operation strategy.

Key words: knowledge online live, density peaks clustering, user persona, paid-up members

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