大数据视角下欧莱雅(中国)的用户画像分析

Analysis of User Portraits in L'OREAL( China) from the Perspective of Big Data

通过采集欧莱雅(中国)的用户画像数据源构建了可视化模型,从年龄、产品诉求、兴趣、购买渠道、影视节目的选择五个维度进行分析,发现三类用户的消费行为存在较为明显的特征区别.高端化妆品用户主要为80后和85后人群,对化妆品的诉求主要有"抗衰老"和"逆龄"等;中端化妆品用户主要为85后和90后人群,对化妆品的诉求主要有"祛痘"、"药妆"等;大众品牌化妆品用户主要为95后和00后人群,对化妆品的诉求主要有"包装"、"平价"等.这些信息可以指导商家针对不同的人群提供不同的销售策略,为大数据环境下欧莱雅(中国)的市场细分和精准营销起到一定启发借鉴作用.

This paper constructs a visual model by collecting the user portrait data source of L＇ OREAL （China） from the five dimen- sions of age, product appeal, interest, purchase channel and selection of film and television programs. It is found that there are obvious characteristic differences in the consumption behaviors of three types of users. Among high-end cosmetics users, the majority are the post-80s and post-85 generations. The appeal of cosmetics is mainly ＂anti-aging＂ and ＂reverse age＂. Among the middle end cosmet- ics users, the majority are the post-85 and post-90 generations. The main appeals to cosmetics arc ＂anne treatment＂ and ＂cosmeceuti- cals＂. Among the users of mass brand cosmetics, the majority are the post-95 and post-00 generations. The appeal of cosmetics mainly has ＂packaging＂, ＂affordable＂ and so on. This provides different sales strategies for different people. It can be used as a reference for the market segmentation and precision marketing of L＇ OREAL （China） in the big data environment.