生意参谋之行业客户画像
〖实训目的〗
巩固客户画像的内容与要点；通过教师讲解与实践操作，使学生熟悉淘宝生意参谋中“人群画像”模块，并利用其进行行业客户画像。
〖实训内容与步骤〗
1.进入千牛工作台-生意参谋-行业大盘，如下图所示。
![](https://wkrtcs.bdimg.com/rtcs/image?w=552.93&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_8","w":"552.93","h":"335.73","dataType":"png","c":"word/media/image1.png","imgOriW":1026,"imgOriH":623})
图 进入行业大盘
2.在人群画像中，分细为“买家人群”“卖家人群”“搜索人群”，这里我们感兴趣的是“搜索人群”和“买家人群”，也就是访客和现有客户。
![](https://wkrtcs.bdimg.com/rtcs/image?w=553.27&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_12","w":"553.27","h":"307.27","dataType":"png","c":"word/media/image2.png","imgOriW":758,"imgOriH":421})
图 人群画像分类
3.将统计时间设置为“最近30天”，行业类目设置为“园艺用品-剪刀”，人群选择所有人群，如下图所示。
![](https://wkrtcs.bdimg.com/rtcs/image?w=553.07&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_12","w":"553.07","h":"270.47","dataType":"png","c":"word/media/image3.png","imgOriW":863,"imgOriH":422})
图 设置买家人群画像筛选条件
4.获得买家人群画像，如下图。
![](https://wkrtcs.bdimg.com/rtcs/image?w=427.93&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_12","w":"427.93","h":"300.93","dataType":"png","c":"word/media/image4.png","imgOriW":428,"imgOriH":301})
图 买家职业分布
![](https://wkrtcs.bdimg.com/rtcs/image?w=553.00&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_13","w":"553.00","h":"216.20","dataType":"png","c":"word/media/image5.png","imgOriW":972,"imgOriH":380})
图 买家地域分布
![](https://wkrtcs.bdimg.com/rtcs/image?w=553.27&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_13","w":"553.27","h":"136.27","dataType":"png","c":"word/media/image6.png","imgOriW":1019,"imgOriH":251})
图 买家下单时间分布
![](https://wkrtcs.bdimg.com/rtcs/image?w=552.93&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_13","w":"552.93","h":"164.33","dataType":"png","c":"word/media/image7.png","imgOriW":892,"imgOriH":265})
图 买家购买金额与频次分布
![](https://wkrtcs.bdimg.com/rtcs/image?w=489.93&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_13","w":"489.93","h":"279.93","dataType":"png","c":"word/media/image8.png","imgOriW":490,"imgOriH":280})
图 买家搜索偏好
![](https://wkrtcs.bdimg.com/rtcs/image?w=347.93&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_13","w":"347.93","h":"165.00","dataType":"png","c":"word/media/image9.png","imgOriW":348,"imgOriH":165})
图 买家属性偏好
5.搜索人群画像，选择店铺经营的行业热搜词，以“高枝剪”为例。
![](https://wkrtcs.bdimg.com/rtcs/image?w=482.93&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_14","w":"482.93","h":"237.00","dataType":"png","c":"word/media/image10.png","imgOriW":483,"imgOriH":237})
图 输入搜索词
6.将统计周期设置为最近30天。获得搜索人群画像，如下图。
![](https://wkrtcs.bdimg.com/rtcs/image?w=552.80&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_14","w":"552.80","h":"105.27","dataType":"png","c":"word/media/image11.png","imgOriW":998,"imgOriH":190})
图 搜索点击类目来源
![](https://wkrtcs.bdimg.com/rtcs/image?w=553.13&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_13","w":"553.13","h":"195.80","dataType":"png","c":"word/media/image12.png","imgOriW":901,"imgOriH":319})
![](https://wkrtcs.bdimg.com/rtcs/image?w=379.93&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_13","w":"379.93","h":"204.40","dataType":"png","c":"word/media/image13.png","imgOriW":498,"imgOriH":268})
图 搜索人群基本属性
![](https://wkrtcs.bdimg.com/rtcs/image?w=552.80&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_13","w":"552.80","h":"142.93","dataType":"png","c":"word/media/image14.png","imgOriW":998,"imgOriH":258})
图 搜索人群地域分布
![](https://wkrtcs.bdimg.com/rtcs/image?w=494.93&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_13","w":"494.93","h":"277.93","dataType":"png","c":"word/media/image15.png","imgOriW":495,"imgOriH":278})
图 搜索人群支付金额分布
![](https://wkrtcs.bdimg.com/rtcs/image?w=553.67&md5sum=746f536df8308c4aed3144a5d7aa76b9&sign=b243ff810a&rtcs_flag=2&rtcs_ver=4&l=webapp&bucketNum=285&ipr={"t":"img","r":"r_13","w":"553.67","h":"182.00","dataType":"png","c":"word/media/image16.png","imgOriW":879,"imgOriH":289})
图 搜索人群偏好
〖实训提醒〗
1. 淘宝的行业客户即指类目客户，对行业客户进行画像，能够帮助企业理解客户的基本属性、行为特点、偏好等，帮助网店标题设计、选词、上架类目选择、商品定价等；
2. 生意参谋中，将行业客户分为“买家”、“卖家”和“搜索人群”三类，所谓行业客户即指类目客户。“买家”和“搜索人群”两类行业客户特点不同，所以在进行画像时统计的属性项不通；
3.无论对于行业客户、访客还是现有客户，在进行“客户画像”时候都应该尽量包含客户基本属性、交易行为和偏好属性三类数据。
〖思考与练习〗
1.通过实际操作，归纳生意参谋中“买家”和“搜索人群”两类客户“客户画像”的主要属性。
2.利用生意参谋，对具体淘宝某类目进行行业客户画像，谈谈你得到哪些启发？ 对该类目下的网店客户运营有什么帮助？
本文来源：https://www.2haoxitong.net/k/doc/4fc24f21cd84b9d528ea81c758f5f61fb6362814.html
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