摘要
农村电商正逐步成为电子商务发展的“蓝海”,中央与地方政府均高度重视乡村,尤其是农产品电子商务的发展。然而,在大数据背景下,消费者呈现出更加社交化、个性化、移动化的特点,使得农产品消费者的行为模式及消费心理发生了深刻变化。因此,以用户画像为抓手,构建用户画像模型日益成为农产品精准营销的必然趋势。本文结合用户画像技术在农业领域的应用,分析了用户画像在农产品精准营销中的运用机制及存在的问题,并提出优化技术应用及个性化推荐体系、积极有效地适应市场环境变化等科学合理的应对策略。
Rural e-commerce is gradually becoming a“blue ocean”for the development of e-commerce,and both the central and local governments attach great importance to the development of rural areas,especially the e-commerce of agricultural products.However,in the context of big data,consumers have shown more social,personalized,and mobile characteristics,leading to profound changes in the behavior patterns and consumption psychology of agricultural product consumers.Therefore,using user profiles as a starting point to construct user profile models has become an inevitable trend in precision marketing of agricultural products.This paper combines the application of user profiling technology in the agricultural field,analyzes the application mechanism and existing problems of user profiling in precision marketing of agricultural products,and proposes scientific and reasonable response strategies such as optimizing technology application and personalized recommendation system,actively and effectively adapting to market environment changes.
作者
魏云暖
WEI Yun-nuan(Xi'an Vocational University of Automobile,Xi'an Shaanxi 710600,China)
出处
《湖北开放职业学院学报》
2025年第13期132-134,共3页
Journal of Hubei Open Vocational College
基金
2021年陕西省教育厅教改项目立项课题“大数据与财务管理专业“高—本”贯通人才培养模式的创新研究与实践”(项目编号:21GY057)。
关键词
用户画像
农产品
电商
精准营销
对策
user profile
agricultural products
online retailers
precision marketing
strategies
