A Study Of Customer Portraits In Social Commerce

With the outbreak of the rise of the Internet,e-commerce and the rise of social networks,the Internet to the real world infinite close.Traditional e-commerce has a single way to transmit information,which leads to the information asymmetry between merchants and customers.With the increasing attention of consumers to word of mouth,traditional e-commerce is facing fierce industry competition and the transformation of marketing model.Meanwhile,after a long period of development,social networks have become increasingly mature,and the application mode of "social +" has been constantly innovated.Therefore,social business is the fusion product of social network and e-commerce,and it is a business model dominated by consumers.In the traditional consumption environment,consumers always tend to listen to the opinions of their trusted family members and friends when making purchase decisions.Therefore,internet-based purchase behaviors are easily affected by the internet-based social circle.Just as people choose a restaurant not because it is well-known,but because one of their friends has given it a high score on the review website.Therefore,the idea of portrait description of customers based on social relations came into being.Centering on the research work of customer portraits in social business,this paper conducts empirical analysis on real data sets to investigate customer characteristics,and the work is as follows:1.Through the generation process of social business and scholars' research,the definition and characteristics of social business are sorted out,and the relevant researches on the impact of word-of-mouth rating,social relationship on purchase and online social influence are emphatically analyzed.The research on the construction of customer portrait is systematically elaborated,and the relevant algorithm model is summarized.2.By further synthesizing the description of the characteristics of social business in the literature and summarizing the characteristics of social business,it is found that people are always inclined to purchase goods with high scores,and customers' purchase will be influenced by their friends.Based on this,an empirical analysis was conducted on the Yelp data set,and a statistical test method was proposed to detect the characteristics of social business.This paper redefines the "social relationship influence" in Yelp website,and classifies the target customers in the customer portrait by using this "social relationship influence",so as to determine the problem of "who" to draw the portrait for.By remolding the characteristics of the original data set labels,the index system of customer portraits was constructed.The influential customer characteristics were obtained and the portraits were performed using the Logistic regression model.4.Explore the application of customer portrait to improve customer management,discuss how to optimize Yelp website,and provide targeted services and recommendations based on customer portrait.The main innovation work of this paper includes:1.The research objects of most customer portraits are limited to traditional industries,such as monopolistic industries such as telecommunications,finance and insurance,and there is a lack of portrait research on customer purchase behaviors in e-commerce platforms with social relations.This paper innovatively applies customer portrait technology to social business scenarios to explore influential customer characteristics in social business.2.This paper summarizes the characteristics of social business and tests the characteristics of social business on the research objects by means of statistical test.As far as we know,there is no relevant research on the test of social business characteristics.3.Establish customer data set based on the influence of social relations.Through the analysis of the data set based on the Logistics regression model,significant characteristics of influential customers can be well obtained.4.This paper fully discusses the relationship between user data and comment data,classifies customer characteristics into social dimension,comment dimension,transaction dimension,etc.,and calculates and adds indicators such as score difference,average purchase time interval,and the time interval between the most recent purchase,which enriches the dimension of customer portrait.Through analysis,it is proved that these characteristics can be well described to customers.In short,whether from the perspective of more authentic customer segmentation,response to customer information,convenient browsing and accurate marketing,or from the perspective of better improving user stickiness of social business platform,the study of customer portrait in social business has certain guiding value.