摘 要

当下，随着互联网的发展和应用，特色农产品电商的数量日益增多，很多传统的农产品的销售渠道被电商平台取代，选择在线上进行交易也成为了越来越多的特色农产品供应商的选择。然而，尽管农产品电子商务的发展十分迅速，特色农产品电商在发展仍然存在着一些问题。竞争者数量的日益增长，而市场需求在一定时间内是保持稳定的，因此特色农产品电商行业的竞争也更加激烈。在激烈的竞争中，可以通过对用户的相关分析来更加准确地定位某一特定的特色农产品的目标用户，以及利用已知的相关交易数据分析其需求、偏好等，通过用户画像分析，根据用户自身特点对用户进行分类，并依据分类制定更精准的营销策略、优化服务内容，以此来增加竞争力，以促进特色农产品电商的发展。

首先，本文对与电子商务的用户画像有关的国内外研究进行了分析和整理，通过对用户画像、电子商务用户画像的概念界定以及研究评述，明确了本文的研究思路。其次，以A网店为例，利用A网店的相关数据，从静态用户画像和动态用户画像两个方面对已有的数据进行分析，研究该数据所表示的含义、是否反映用户的某种规律以及该规律具有的价值。再次，经过汇总和整理，初步描述特色农产品电商的用户画像的基本特征。最后，总结上述研究，并结合实际情况，对特色农产品电商给出相应的一些建议并做出展望。

关键词：特色农产品 用户画像 农村电商

The Research on User Portraits of Featured Agricultural Products of E-commerce_ Take store A as an example

ABSTRACT

Nowadays, with the development and application of the Internet, the number of featured agricultural products is increasing. Many traditional agricultural products are replaced by e-commerce platforms. Choosing to trade online has become a growing supplier of specialty agricultural products. However, despite the rapid development of agricultural products e-commerce, there are still some problems in the development of featured agricultural products. With the increasing number of competitors, and the market demand is stable for a certain period of time, the competition for the featured agricultural products e-commerce industry is also more intense. In the fierce competition, the target users of a particular characteristic agricultural product can be more accurately located through the relevant analysis of the user, and the relevant related transaction data can be used to analyze their needs, preferences, etc., through user profile analysis, the characteristics of the user are classified, and the more precise marketing strategy and service content are developed according to the classification, so as to increase the competitiveness and promote the development of the featured agricultural products.

First of all, this paper analyzes and organizes domestic and foreign research related to e-commerce user portrait. Through the definition of user portraits, e-commerce user portraits and research reviews we clarified the paper Research ideas. Secondly, taking the store A as an example, using the relevant data of the store A, analyzing the existing data from the static user portrait and the dynamic user portrait, and studying the meaning of the data to see whether it reflects the user's certain law and the value of the law. Thirdly, after summarizing and sorting out, initially describe the user portraits of the featured agricultural products e-commerce. Finally, summarizing the above research, and combining the actual situation, give some suggestions and prospects for the featured agricultural products e-commerce.

Key Words:Featured Agricultural Products; User Portrait; Rural E-commerc

目录

摘要 I

ABSTRACT II

目录 III

第一章 绪论 1

1.1研究背景 1

1.2研究目的及意义 3

1.3研究方法与研究内容 4

第二章 文献综述 7

2.1 用户画像的界定 7

2.2特色农产品电商的研究现状 8

2.3用户画像的研究现状 10

2.4研究述评 11

第三章 特色农产品用户画像的基础理论研究 12

3.1特色农产品用户画像的界定 12

3.1.1特色农产品用户画像的基本概念 12

3.1.2 特色农产品用户画像的特点 12

3.2用户画像的分类与评价指标 13

3.2.1用户画像的分类 13

3.2.2用户画像的评价指标 14

第四章 特色农产品用户画像的特征分析 16

4.1静态用户画像分析 16

4.1.1人口自然属性分析 16

4.1.2人口社会属性分析 17

4.2动态用户画像分析 20

4.2.1兴趣特征分析 20

4.2.2消费特征分析 24

4.2.3感知特征分析 28

4.2.4 反馈特征分析 29

第五章 对策与建议 33

5.1产品营销对策 33

5.2产品服务对策 34

结束语 36

参考文献 37

致 谢 40

第一章 绪论

1.1研究背景

1、特色农产品电商数量增多

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