融合领域知识的药店用户画像建模及应用  

Modeling and Application of Pharmacy User Persona Based on Domain Knowledge

作　　者：杨雨晨 李涛[1] 谢君臣 常远 YANG Yu-Chen;LI Tao;XIE Jun-Chen;CHANG Yuan(Hubei Provincial Key Laboratory of Intelligent Information Processing and Real-time Industrial System(College of Computer Science and Technology,Wuhan University of Science and Technology),Wuhan 430070,China)

机构地区：[1]湖北省智能信息处理与工业实时系统重点实验室(武汉科技大学计算机科学与技术学院),武汉430070

出　　处：《计算机系统应用》2023年第6期99-106,共8页Computer Systems & Applications

基　　金：国家自然科学基金(61702383);湖北省教育厅重大项目(17ZD014);武汉市重点研发计划(2022012202015070)。

摘　　要：用户画像是对用户形象的勾勒与描述,现已广泛应用于睡眠会员唤醒,用户到店预测,个性化推荐等典型零售场景,药品不同于普通商品,包含较强的语义知识,现有用户画像主要从消费属性和静态属性出发,不能完全适用于药店销售和预测领域.本文提出了一种针对药品领域的用户画像模型UPP (persona of pharmacy user),在现有画像的基础上嵌入医药知识,利用规则,聚类,统计,实体识别等方法提取慢病、疾病、特殊病类、活动敏感度、用户价值、价格偏好等新标签.将所有标签融入一种基于聚类的群体划分方法,形成用户画像.实验表明,该模型相较于现有的用户画像模型,在消费行为预测场景下精准率提高了13%,更加适用于药店营销场景.The user persona is a sketch and description of the user image,which has been widely used in typical retail scenarios such as the wake-up of sleeping members,prediction of users arriving at the store,and personalized recommendations.Drugs are different from ordinary commodities,and they contain strong semantic knowledge.The existing user persona mainly starts from the consumption attribute and static attribute and is not completely applicable to the pharmacy marketing and prediction field.This study proposes a persona of pharmacy user(UPP)model for the drug field,which embeds medical knowledge on the existing persona and uses methods such as rules,clustering,statistics,and entity recognition to extract new labels including chronic diseases,diseases,special diseases,activity sensitivity,user value,and price preference.All labels are integrated into a clustering-based group division method to form the user profile.The experiment shows that the accuracy of this model is 13%higher than the existing user persona model in the consumer behavior prediction scenario,so the proposed model is more suitable for the pharmacy marketing scenario.

关 键 词：用户画像 群体划分 聚类 标签提取 语义树 

分 类 号：TP311.13[自动化与计算机技术—计算机软件与理论] R952[自动化与计算机技术—计算机科学与技术]