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数据分析与知识发现  2019, Vol. 3 Issue (3): 25-35
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桂林理工大学商学院 桂林 541004
A Survey of User Profiles Methods
Guangshang Gao()
Business School, Guilin University of Technology, Guilin 541004, China
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【目的】从设计与思维和数据类型两个角度分别探讨用户画像构建过程的机制。【文献范围】在Google Scholar和CNKI中分别以关键词“User Personas”、“User Profiles”和“用户画像”进行文献检索, 再结合主题筛选, 精读并使用追溯法获得用户画像研究的代表性文献共90篇。【方法】从设计思维角度研究画像的构建过程, 具体结合目标导向、角色导向、参与导向、虚构导向这4个视角进行探讨分析; 从数据类型角度研究画像的构建过程, 具体结合本体或概念、主题或话题、兴趣或偏好、行为或日志、多维或融合这些概念进行探讨分析; 对所述构建方法从逻辑思路、性能特点和局限性三个方面进行详细比较, 最后对用户画像研究亟需解决的问题进行展望。【结果】用户画像技术在网络舆情治理、广告营销和个性化服务等诸多领域起着至关重要的作用。【局限】没有深入分析各用户画像算法的评价指标。【结论】尽管现有的用户画像构建方法能在一定程度上满足诸多应用的需求, 但在大数据时代仍面临数据稀疏性、场景智能感知和用户兴趣迁移等挑战。

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关键词 用户画像本体主题兴趣行为日志    

[Objective] This paper discusses the mechanism of User Profiles construction process from the perspectives of design thinking and data types. [Coverage] We used Google Scholar and CNKI to search literatures with the keywords “User Personas” and “User Profiles”. Then we selected 90 representative literatures on User Personas in conjunction with topic screening, intensive reading and retrospective method. [Methods] Firstly, this paper studies the construction process of User Profiles from the perspective of design thinking, specifically combining the four perspectives of Goal-Directed, Role-Based, Engagement-Based and Fiction-Based. Second, it analyzes construction process of User Profiles from the perspective of data types, specifically combining Ontology or Concept, Subject or Topic, Interest or Preference, Behavior or Log, Multidimension or Fusion. Next, the construction methods are compared in detail from three aspects: logical ideas, performance characteristics and limitations. Finally, the next step for research on User Profiles is prospected. [Results] User Profiles technology plays a vital role in many areas such as online public opinion governance, advertising marketing and personalized services. [Limitations] There is no in-depth analysis of the evaluation indicators of User Profiles algorithms. [Conclusions] Although the existing methods of User Profiles can meet the needs of many applications to a certain extent, in the era of big data, it still faces the challenges of data sparsity, scene intelligence perception and user interest migration.

Key wordsUser Profiles    Ontology    Topic    Interest    Behavior Log
收稿日期: 2018-07-18      出版日期: 2019-04-17
基金资助:*本文系国家自然科学基金项目“面向数据演化的增量实体解析方法研究”(项目编号: 71761008)和广西高校人文社会科学重点研究基地基金项目“面向企业数据治理的数据质量改善研究”(项目编号: 16YB010)的研究成果之一
高广尚. 用户画像构建方法研究综述*[J]. 数据分析与知识发现, 2019, 3(3): 25-35.
Guangshang Gao. A Survey of User Profiles Methods. Data Analysis and Knowledge Discovery, 2019, 3(3): 25-35.
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