| The continuous improvement of the Internet service level and the rapid growth of people’s spiritual and cultural needs have driven the rapid development of the online literature reading industry.However,the market model that relies on the large increase in the number of readers to maintain development has gradually entered the development bottleneck,so many online literature platforms begin to try to develop free reading mode to cater to the public preference.The user profile approach helps to segment users in the free reading space,which in turn helps companies optimize their marketing strategies.In order to carry out marketing to users who read online articles for free,this paper selects J Company as the research object to conduct a research on target user positioning.This paper first combs the concept of user portrait and marketing,research and application results,and then carries out the construction of user portrait model based on the guidance and the marketing status of J Company.Based on the user attributes,behavior and preference attributes of online literature reading,the research conducted a questionnaire survey to collect data by using survey and statistical analysis methods.For data analysis and application,exploratory factor analysis and K-means clustering analysis are adopted to build user profiles of online literature readers,J company platform,users can be divided into main type,target,to seek and obtain four types.After mining the dimensions of different user portraits,this paper constructs the marketing strategy framework of J Company,uses the octagon behavior analysis theory to locate the needs of different users,and on this basis,combined with the 4Rs marketing theory,designs a combined marketing strategy to strengthen user contact,achieve win-win benefits,respond to demands in a timely manner,and improve communication relations.Then,targeted marketing measures and guarantee mechanisms are formulated for different user groups of J Company. |
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