基于IPA分析法的互联网亲子游用户画像研究

User Profile of the Internet Parent-Child Travel Based on IPA Analysis

互联网亲子游是新兴的旅游方式,为其进行用户画像可以明晰核心客户的特征,找准营销的着力点.通过对国内亲子游消费者的大数据报告进行分析,为互联网亲子游用户画像,可以发现:80后的女性是这一旅游方式的核心人群.在此基础上,通过IPA分析对用户画像信息进行再加工,分析用户画像每一标签的对比情况并对用户画像各标签的需要重视程度进行排序,结果发现:性别是首要关注对象,其次是城市、年龄、应用偏好和子女成长阶段.以此为依据提出了互联网亲子游服务调整策略.

Internet Parent-Child Travel is a new way of tourism.Its user profile can clear the core customer characteristics and identify the focus of marketing.Through the domestic big data report on parent-child travel consumers for analysis and the Internet Parent-Child Travel user profile,we found that women between 28 and 30 years of age are the core crowd of this tourism way.On this basis,through the IPA analysis and reprocessing of user profile information and a contrastive analysis of user profile for each label and label the profile,we found that gender is mostly focused,followed by the city,age,application preferences and growth stage of children.On this basis,the adjustment strategy of the Internet Parent-Child Travel service was proposed.