基于用户画像的农产品电商精准营销关键技术研究与应用

农产品电商发展迅速进一步激发了农产品线上消费的多样化与个性化需求。然而，大数据时代背景下，传统农产品电商营销缺乏用户数据挖掘与分析，对目标用户的定位不够精准。本文在对用户画像概念与应用分析基础上，对用户画像构建的关键流程与技术进行梳理与阐述，构建农产品用户画像精准营销机制与逻辑框架，并利用某特色农产品电商消费数据进行应用实例论证与分析。该研究有效地完成了某电商平台用户数据采集、数据分析、用户画像构建，实现针对农产品的精准营销、个性化推荐、消费预测分析等，为乡村振兴背景下的农产品电商行业发展提供实施性建议。

Research and Application of Key Technologies for Precision Marketing of Agricultural Products E-commerce based on User Portraits

The rapid development of agricultural e-commerce has further stimulated the diversified and personalized demand for online consumption of agricultural products.However, in the era of big data, traditional agricultural product e-commerce marketing lacks user data mining and analysis, the positioning of target users is not accurate enough. Based on the analysis of the concept and application of user portraits, this paper combs and expounds the key technologies and processes for the construction of user portraits, builds the mechanism and logical framework for the precision marketing of agricultural product user portraits, and uses the e-commerce consumption data of a characteristic agricultural product to conduct application case analysis. The research effectively completed the user data collection, data analysis and user profile construction of an e-commerce platform, realized the precision marketing, personalized recommendation and consumption forecast analysis of characteristic agricultural products, and provided practical suggestions for the development of agricultural product e-commerce industry under the background of rural revitalization.