基于用户画像的卷烟消费者特征识别和价值评估  

Character identification and value assessment of cigarette consumers based on consumer persona

作　　者：金吉琼 居雷[2] 张易 斯勇[2] 王文俊 JIN Jiqiong;JU Lei;ZHANG Yi;SI Yong;WANG Wenjun(Technology Center,Shanghai Peony Flavors and Fragrances Co.,Ltd.,Shanghai 201210,China;Technology Center,Shanghai Tobacco Group Co.,Ltd.,Shanghai 201315,China)

机构地区：[1]上海牡丹香精香料有限公司技术中心,上海市201210 [2]上海烟草集团有限责任公司技术中心,上海市201315

出　　处：《烟草科技》2023年第1期105-112,共8页Tobacco Science & Technology

基　　金：上海烟草集团技术中心科技项目“基于大数据的消费者需求知识图谱构建”(K2021-1-007P)。

摘　　要：为了解国内各城市卷烟消费者特征,通过线上调研和分层采样获取全国12个目标城市消费者基础属性和消费行为数据,分析比较不同城市消费者画像差异,并基于K-means聚类分析和LDA(Linear Discriminant Analysis)判别模型,量化表征不同城市群消费者和城市关键特征,以评估消费者价值类型。结果表明:(1)由于各城市经济水平、人口密度和区位优势不同,各城市卷烟消费者画像存在明显差异;(2)聚类结果显示12个城市消费者可分为3类,分别为中青年和中高价值消费群体为主的城市群类1,中年和中低价值消费群体为主的城市群类2,以及消费群体价值成长性较高的城市群类3;(3)LDA判别表明城市经济社会指标、消费者消费水平、年龄和不同价类卷烟产品偏好是消费者价值评估的4个关键特征。该方法可为有效识别不同市场消费者价值类型、制定卷烟产品市场投放策略提供参考。To find out the characters of cigarette customer in different cities in China,12 cities were selected for online investigation and stratification sampling to collect consumers’data of basic attributes and consumption behaviors.The differences in consumer personae between cities were analyzed.The crucial attributes of different groups of customers and cites were quantitatively characterized based on K-means cluster analysis and LDA(Linear Discriminant Analysis)model to assess the value types of consumers.The results showed that:1)Customer personae in different cities differed significantly due to differences in economic development level,population density and location advantage.2)The results of cluster analysis indicated that the target cities could be divided into three categories,the city group categoryⅠdominated by young-to-mid-aged adults and mid-to-high-value consumer groups,the city group categoryⅡdominated by mid-aged and mid-to-low-value consumer groups,and the city group categoryⅢdominated by customer groups with higher value growth potential.3)The discriminant results of LDA model suggested that urban economic and social indices and the consumption level,age and preference for cigarette products of different price categories of consumers were four crucial factors in value assessment of consumers.This method provides supports for effectively identifying the value types of consumers and making the marketing strategies of cigarette products.

关 键 词：卷烟 消费者画像 消费行为特征 聚类分析 判别分析 

分 类 号：F274[经济管理—企业管理] F713.55[经济管理—国民经济]