基于用户画像的体育用品精准营销策略研究

Research on Precise Marketing Strategy of Sports Goods Based on User Portrait

大数据时代,传统营销方式的局限日益凸显,用户个性化需求难以得到满足。用户画像作为大数据时代用于精准定位服务人群的技术,能够建立属于网络用户个人的抽象模型,精准挖掘用户需求。通过分析用户画像的内涵和基本架构,提出构建体育产业用户画像的流程,推出具体应用策略:转变营销模式、精准定位人群、提高数据处理效率以及提高用户留存比例,以期有效提高体育用品的营销效率,满足消费者个性化需求,实现体育用品的精准推送。

model belonging to individual network users and accurately mine user needs.By analyzing the connotation and basic structure of user portrait,this paper proposes the process of constructing user portrait of sports industry,introducing specific application strategies:transforming the marketing model,accurately targeting the population,improving the efficiency of data processing and increasing the proportion of users retained,with a view to effectively improving the marketing efficiency of sporting goods,to meet the personalized needs of consumers,sports supplies to achieve accurate push.