A Study On Persona Of Take-out Platform Based On The Tags

With the development of mobile Internet technology the popularity of smart phones,increasing numbers of users prefer to use the the take-away platform to oder there dishes.And making a precise description of the users is extremely significant on the way of marketing planning of the platform.Also,many related research have be carried out in user behavior,information retrieval,building of computer system,and some other related academic field.As the way to describe the users precisely,Persona can improve the the efficiency of user analysis,classification,recommendation system generating and information retrieval,etc.Firstly,this paper points out how to generate user tags of Persona automatically.By studying the the relationship between users and tags,users and restaurants,restaurants and tags,choose the data which can be used for business requirements and further research.According to the result of analysis,the paper presented the process to generate user tags based on the data of characteristics of restaurants and user behavior.After the pre-processing of original data,the paper uses Hierarchical clustering method and K-means clustering to generate tags after comparing the major methods of clustering.Finally proposes the preliminary evaluation criteria to evaluate the result of tag generating.Then,this paper gives the introduction of the weighted rules of Persona generation.First,based on the frequency and time of tags use,we put forward 2 related tags weighted calculation rules to get the weights of the tags.Through the expert interviews method,we add revising weights to these two dimensions,generating the ultimate weights of the user tags to create accurate user persona.In the end,this paper takes the case analysis based on the collected data.Merchants featured tags and user behaviors persona are generated by the case analysis.The results show that the user persona put forward by us is practicable and it precisely depicts user behavior preferences.At last,applied range of user persona are discussed based on the generated Persona.