航空保险用户画像研究——基于重大突发公共危机事件暴发前后的对比

User portrait of aviation insurance:a comparison of the situations before and after the outbreak of major public events

数字经济催生了数字消费的蓬勃发展,在此环境下,企业需要利用大数据深入研究用户特征。作为一种重要的用户分析工具,“用户画像”技术应运而生。重大突发公共危机事件背景下,航空保险业受到巨大冲击,如何借助“用户画像”技术以及熵值法对数据资源加以挖掘和应用、研究用户特征以实现精准化营销,从而拉动保险需求提升是行业正在关注的问题。通过用户画像模型的建立和分析,得出重大危机事件后青年和男性群体投保意愿上升、投保产品多样化配置比例提高、非习惯投保比例提升等结论,并基于此提出对策建议,以期为平台提升服务、拉动业务回升提供借鉴和参考。

Driven by a new wave of scientific and technological revolution,digital economy has been developing so rapidly that data have become an important factor in production.In this environment,enterprises need to use big data to thoroughly study the characteristics of their users. “User portrait”,an important user analysis tool,emerge as the times require.When major public emergencies arise,aviation insurance industry is detrimentally impacted.How to mine and apply data resources with the help of “user portrait ” technology and entropy method,and how to study user characteristics to achieve accurate marketing and promote insurance demand become main concerns to the industry.Through the establishment and analysis of the user portrait model,it is concluded that after major public events young users and male users are more willing to buy insurance,the proportion of diversified insurance products increases,and the proportion of non-habitual insurance increases.Based on this,the paper offers suggestions for enterprises to improve their services and boost their performance.