个性化推荐系统在现代营销中的应用与挑战  

Application and Challenges of Personalized Recommendation System in Modern Marketing

作　　者：林兰仟 纪洪艳 LIN Lanqian;JI Hongyan(Business School of Guilin University of Technology,Guilin 541004,China)

机构地区：[1]桂林理工大学商学院,广西桂林541004

出　　处：《商业观察》2024年第35期82-85,94,共5页BUSINESS OBSERVATION

摘　　要：探讨基于用户画像的个性化推荐在各领域的应用及其带来的挑战及应对策略。在中国知网中以关键词“基于用户画像的个性化推荐”检索文献,再结合主题进行筛选,在精读过程中利用追逆法进一步扩大检索文献,获得具有代表性的个性化推荐研究文献共三十篇。文章采用文献分析法,对基于用户画像的个性化推荐应用领域、个性化推荐可能带来的问题与相应解决方案进行探讨,旨在为今后的研究提供相关参考。This paper discusses the application of personalized recommendation based on user portrait in various fields,the challenges it brings and the countermeasures.In CNKI,the keyword"personalized recommendation based on user's portrait"is used to search the literature,and then combined with the theme for screening.In the process of intensive reading,the retrieval literature is further expanded by using the inverse method,and 30 representative personalized recommendation research literatures can be obtained.By using the method of literature analysis,this paper discusses the application fields,possible problems and corresponding solutions of personalized recommendation based on user portraits,aiming at providing relevant reference for future research.

关 键 词：用户画像 个性化推荐 信息服务 

分 类 号：F49[经济管理—产业经济]