基于用户画像的售电套餐精细化营销方法  

Refined Marketing Method of Electricity Sales Package Based on User Portrait

作　　者：覃浩 刘振华 苏立伟 方霆 杜礼锋 QIN Hao;LIU Zhenhua;SU Liwei;FANG Ting;DU Lifeng(Customer Service Center,Guangdong Power Grid Co.,Ltd.,Guangzhou 510000,China;Zhongshan Power Supply Bureau,Guangdong Power Grid Co.,Ltd.,Zhongshan 528401,China)

机构地区：[1]广东电网有限责任公司,客户服务中心,广东广州510000 [2]广东电网有限责任公司,中山供电局,广东中山528401

出　　处：《微型电脑应用》2022年第10期83-85,共3页Microcomputer Applications

摘　　要：为解决售电套餐营销利润以及客户满意度下降、策略制定耗时增加的问题,考虑到售电对象的精准划分,提出一种基于用户画像的售电套餐精细化营销方法。通过分析结果对客户群进行细分,完成目标客户群的精准定位;结合目标客户群精准定位结果组建售客户价值评价指标体系,通过多维聚类技术以及用户画像分析进行客户筛选、识别以及分类,通过客户细分结果,制定不同的售电套餐精细化营销方案。实验结果表明,所提方法不仅有效提升客户满意度以及售电套餐营销利润,还可以有效降低售电套餐营销策略制定耗时。In order to solve the problem of decreasing marketing profit and customer satisfaction and increasing time-consuming strategy formulation,considering the precise division of electricity sales objects,a refined marketing method of power sales package based on user profile is proposed.Through the analysis results,the customer group is subdivided to complete the precise positioning of the target customer group;combined with the accurate positioning results of the target customer group,the sales customer value evaluation index system is established,and the customer screening,identification and classification are carried out through the multi-dimensional clustering technology and user profile analysis,and different refined marketing schemes of power sales packages are formulated through the customer segmentation results.The experimental results show that the proposed method can not only effectively improve customer satisfaction and sales package marketing profit,but also effectively reduce the time-consuming of power sales package marketing strategy formulation.

关 键 词：用户画像 售电套餐 精细化营销 多维聚类技术 

分 类 号：TP393[自动化与计算机技术—计算机应用技术]