O2O服务用户分类的潜在类别分析与应用  

Using Latent Class Analysis to Classify O2O Service Users

作　　者：刘平峰[1] 王贝[1] 雷洁[1] 

机构地区：[1]武汉理工大学经济学院,武汉430070

出　　处：《现代图书情报技术》2016年第2期52-58,共7页New Technology of Library and Information Service

基　　金：国家科技支撑计划项目"无线城市移动文化生活综合服务系统与应用示范"(项目编号:2012BAH93F04)的研究成果之一

摘　　要：【目的】实现O2O(Online to Offline)模式下较为客观精准的用户分类,对不同用户群体制定相应的服务策略。【方法】设计基于潜在类别分析(LCA)的O2O用户分类模型,使用LCA方法对用户进行分类,以餐饮团购O2O为例验证LCA方法应用于O2O用户分类的简单高效性。【结果】将用户分为潜力型、忠诚好奇型、谨慎型和挑剔型4类,针对不同的用户类型,分析其潜在特征和潜在群体类型,并据此提出相关营销策略。【局限】对用户特征使用二分类方法,人为对源数据进行处理,在进行二分类时分界线的选定具有主观性。【结论】LCA可以实现O2O用户分类及精准营销,扩展了潜在类别模型的应用范围。[Objective] This study classified the Online to Offline（O2O） service users accurately, which could lead to more appropriate service strategies for different user groups. [Methods] We first designed an O2O user classification model based on the Latent Class Analysis（LCA）. Then, we classified the catering service O2O customers to examine the simplicity and efficiency of this new model. [Results] We grouped the users into four categories and found their latent classes, which helped the O2O service providers develop different marketing strategies. [Limitations] Applying the proposed method to classify users might have some subjective factors involved. [Conclusions] The LCA model could help us better categorize and target the O2O service users, which expanded the applicable scope of this model.

关 键 词：O2O 潜在类别分析 用户分类 营销 

分 类 号：F724.6[经济管理—产业经济]