基于卷烟消费大数据标签体系的六大画像系统  

Six portrait system based on cigarette consumption big data label system

作　　者：邓超[1] 梁雪霞 陈志 许良本 莫玉华 朱博文 谭茜 廖国彬 李安 张欣 DENG Chao;LIANG Xuexia;CHEN Zhi;XU Liangben;MO Yuhua;ZHU Bowen;TAN Qian;LIAO Guobin;LI An;ZHANG Xin(Internet Research Center,China Tobacco Guangxi Industrial Co.,Ltd.,Nanning 530001,China;Marketing Center,Guangxi Tobacco Corporation Yulin Branch,Yulin 537000,China)

机构地区：[1]广西中烟工业有限责任公司,互联网研究中心,南宁市530001 [2]广西壮族自治区烟草公司玉林市公司,营销中心,玉林市537000

出　　处：《中国烟草学报》2024年第1期108-114,共7页Acta Tabacaria Sinica

基　　金：中国烟草总公司科技项目“面向研发营销一体化的消费者大数据分析关键技术研究”(No.110202102029)。

摘　　要：为解决卷烟消费者数据采集与分析难问题,提出了一种全新的基于时空网格技术的消费人群大数据采集分析方法。通过商圈网格划分和数据标签特征工程,实现企业消费者大数据资源的高效融合,建立卷烟消费大数据标签体系,提高了数据的使用价值和复用性。基于大数据、时空网格、可视化技术构建卷烟市场数字孪生体,设计实现了六大画像系统。以玉林市场为例,实现了5237个商圈画像、19544个终端画像、42个品牌画像、169个产品画像以及12种商圈类别画像、24种卷烟分类画像。基于系统对某卷烟品牌实施精准投放实验,该产品的货源利用率从35%提升至59%。A new big data collection and analysis method of cigarette consumer groups based on spatio-temporal grid technology is proposed in this paper.Through business district grid division and data label feature engineering,the efficient integration of big data resources of enterprise consumers is realized,and the cigarette consumption big data label system is established,which improves the use value and reusability of data.Based on technologies of big data,spatio-temporal grid and visualization,the digital twin of cigarette market is constructed,and the six portrait system is designed and implemented.Taking Yulin market as an example,5237 business district portraits,19544 terminal portraits,42 brand portraits,169 product portraits,12 business district category portraits and 24 cigarette classification portraits have been realized.Based on the accurate delivery experiment of the Zhenlong(Haiyun middle branch)cigarette based on the system,the utilization rate of the product's supply increased from 35%to 59%,and the annual sales volume exceeded 53500 cartons per cigarette type.The application effect of the system has been highly praised by Guangxi tobacco peers.

关 键 词：消费者 数字画像 大数据 标签体系 商圈 可视化 

分 类 号：F426.8[经济管理—产业经济] F49