The Research of the Persona of Online Car-hailing Drivers based on Density Peak Clustering
Jia He, Chen Li · 2019 3rd International Conference on Electronic Information Technology and Computer Engineering (EITCE) · 2019
In order to study the types and characteristics of drivers in online car-hailing industry, we establish the model which combine user persona theory and density peak clustering algorithm. User persona is widely used in customer analysis of various industries because it can vividly and richly display user characteristics. This paper introduces the user persona theory when studying the customer clustering method, constructs the user persona model based on multi-level user data, and designs the process of user persona construction. In the empirical part, density peak clustering algorithm is used for data experiment. The results show the clustering result obtained by the model of user persona theory and density peak algorithm is well. According to the clustering centers, we analyze the characteristics of different types of customers and provide strategies and opinions for enterprise marketing, which is an effective research method of user persona.