基于直播人群画像数据分析的极氪精准营销策略研究  

Research on Precision Marketing Strategy of ZEEKR Based on Live Streaming Audience Profile Analysis

作　　者：樊珊杉 李肇 谢春雯 Fan Shanshan;Li Zhao;Xie Chunwen(Xiangsihu College of Guangxi Minzu University,Nanning 530225)

机构地区：[1]广西民族大学相思湖学院,广西南宁530225

出　　处：《中阿科技论坛(中英文)》2025年第3期44-47,共4页China-Arab States Science and Technology Forum

基　　金：广西民族大学相思湖学院极氪直播产业学院校企共研课题“基于直播人群画像数据分析的极氪精准营销策略”(CYXY2403-KT01)。

摘　　要：在数字化时代下,直播营销蓬勃发展,对直播人群画像进行绘制与分析已成为实现精准营销的关键。文章聚焦于新能源汽车品牌极氪,通过梳理用户画像及直播人群画像的相关理论基础,采集并分析直播数据,从用户的基础属性、行为属性和偏好属性三个维度构建了极氪汽车直播人群画像模型。基于该模型,文章进一步提出了优化产品特性、拓展营销渠道、强化客户关系管理等精准营销策略,旨在通过精细化的营销手段,提高极氪的营销效率与用户满意度,同时为国内其他新能源汽车品牌的直播营销实践提供有益的参考与借鉴。In the digital era,live streaming marketing is flourishing.In this context,drawing live streaming audience profiles has become the key to precision marketing.Hence,taking the new energy automobile brand ZEEKR as an example,the thesis collected live streaming data to construct an audience profile model from three dimensions:basic user attributes,behavioral attributes,and preference attributes.Accordingly,precision marketing strategies such as optimizing product features,expanding marketing channels and strengthening customer relationship management are proposed,aiming to enhance marketing efficiency and user satisfaction of ZEEKR,and provide useful reference for live streaming marketing of other domestic new energy automobiles.

关 键 词：直播人群画像 极氪汽车 精准营销 

分 类 号：F272[经济管理—企业管理]