邮轮旅游市场消费者画像UserPersonaofCruis

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崔波UserPersonaofCruisemarket邮轮旅游市场消费者画像你是否在工作中遇到过以下场景Haveyouencounteredthefollowingscenariosatwork?谁？Who？喜欢？like？动机？motivation？渴望？desire？哪里？where？目录/CONTENTSPart01用户画像的定义DefinitionofUserPersonae7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579Part02用户画像的内容ContentsofUserPersonaPart03用户画像的制作MakeUserPersona/ProfilePart04邮轮旅游消费者的特征Characteristicsofcruisetourismconsumerse7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579用户画像的定义DefinitionofUserPersona打标签makelable用户画像Userpersona根据用户社会属性、生活习惯和消费行为等信息而抽象出的一个标签化的用户模型Userpersonaisalabelledusermodelwhichabstractedfrominformationsuchasusersocialattributes,livinghabitsandconsumptionbehaviors.e7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579用户画像的内容ContentsofUserPersona婚恋状态、受教育程度、资产情况、收入情况职业、角色等搜索、浏览、注册、评论加购、点赞、打分、加群信息发布、使用优惠券活跃度、忠诚度等动机、态度个性、兴趣爱好、价值观等性别、年龄身高、体重血型、常驻地健康状况等社会属性行为属性心理属性自然属性标签体系Thelabelsysteme7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579用户画像的内容ContentsofUserPersonaMaritalstatusEducationlevelAssetsIncomeRole,etc.Search,Browse,RegisterComment,AddtobuyLike,Rate,Addtogroup,PostNewMessage,Usecoupons,Activity,Loyalty,etc.MotivationAttitudePersonalityInterestHobby,Value,etc.Gender,AgeHeight,WeightBloodtypeResident,Healthstatus,etc.SocialCharacteristicBehaviorCharacteristicMentalCharacteristicNaturalCharacteristic标签体系Thelabelsysteme7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579制作用户画像MakeUserPersona/Profile真美丽，38岁，高级白领，大学研究生毕业公主邮轮单价在12000元以上的7日欧洲航线产品应该卖给谁？目标访谈高级白领seniorwhite-collar38岁age38家庭family上海Shanghai烹饪cooking健身fitness高收入Highincome出境游OutboundTrave美食finefood有一个女儿，孩子上私立小学她的上班地点在上海的淮海路CBD（中央商务区）家中有一辆奔驰E，但为了回避交通堵塞和办公场所的停车不方便，每天都坐地铁上下班喜欢在小红书上看美食主播和健身主播的内容，但不太上抖音最近几年看纸质书的机会很少，但上下班的路上和做饭的时候会听喜马拉雅和得到平时会用Keep来健身，因为时间紧，所以经常在家做对身体塑形有帮助的轻量运动，甚至有时是一边煲汤一边运动喜欢美食，对提升烹饪能力非常有热情，比如与朋友切磋交流或上网搜索非常幸福于看到丈夫和孩子吃到美食时的好心情和赞许每年都尽量安排2-3次出国旅游，对国外的美食美景热情无限……关键词提炼e7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579制作用户画像MakeUserPersona/ProfileWhoshouldPrincessCruisesellabouttheprodcutof7daysEuropeanlinewhichtheunitpriceofeachproductismorethan12000yuan?Targetnterview高级白领seniorwhite-collar38岁age38家庭family上海Shanghai烹饪cooking健身fitness高收入Highincome出境游OutboundTrave美食finefoodZhenMeili,38,seniorwhite-collar,postgraduate;Shehasadaughterwhowasthestudentofaprivateelementaryschool.SheworksinShanghai'sHuaihaiRoadCBD，ownsaMercedesE,buttakesthesubwaytoworkeverydaytoavoidtrafficjamsandparkingproblems.SheliketoreadthecontentsoffoodanchorsandfitnessanchorsinXiaohongshu,butdon'tlikeDouyin.Inrecentyears,Sheseldomreadpaperbooks,butllikestouseXimalayaandGetapponthewaytoworkandwhencooking.SheusuallyuseKeeptokeepfit.Becausethetimereason,Sheoftendolightexerciseathome,whichishelpfulforbodyshape.SometimesSheevendoexercisewhilecookingsoup.SheLovefoodandhaveapassiontoimprovecookingskills,suchaschattingwithfriendsorsearchingonline;Shefeelsveryhappywhenherhusbandandchildenjoyhercooking;ExtractkeywordsEveryyear,Shetrytoarrange2-3abroadtrips,andalwaysenthusiasticaboutthedeliciousfoodandbeautifulsceneryofforeigncountries...e7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579制作用户画像MakeUserPersona/ProfileUsers'PersonaPurpose目的Collecttheinformation收集信息Analysismodeling分析建模PresentUserPersona用户画像呈现e7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579制作用户画像MakeUserPersona/Profile文艺女青年Users'ProfileCountlessliteraryyouth无数个文艺青年e7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579制作用户画像MakeUserPersona/Profile人像+标签Figure+Data统计图+数据StatisticalCharts+Data混合MIxe7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579Characteristicsofcruisetourismconsumers邮轮旅游消费者特征2018年中国邮轮旅游消费者总体的用户画像UserpersonaofChinesecruisetourismconsumersin2018途牛发布《中国在线邮轮旅游消费分析报告2018》"TheAnalysisReportofChinaonlineCruiseTourismConsumptionin2018"byTuniue7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579Obeythelaw；Reasonableaccessandusethedatas依法获取和合理使用数据Protectuserprivacy保护用户个人隐私e7d195523061f1c0c2b73831c94a3edc981f60e396d3e182073EE1468018468A7F192AE5E5CD515B6C3125F8AF6E4EE646174E8CF0B46FD19828DCE8CDA3B3A044A74F0E769C5FA8CB87AB6FC303C8BA3785FAC64AF5424764E128FECAE4CC72932BB65C8C121A0F41C1707D94688ED66335DC6AE12288BF2055523C0C26863D2CD4AC454A29EEC183CEF0375334B579本讲小结Summary什么是用户画像？WhatisUserPersona?用户画像的内容？WhatisthecontentofUserPersona?如何制作用户画像？HowtomakeUs