互联网开放式创新社区用户画像构建及用户创新需求识别

Internet open innovation community user portrait construction and user innovation needs identification

摘要:

本文通过分析互联网开放式创新社区用户参与创新行为，采集用户知识共享的不同特征数据，构建用户画像，从而识别不同类别用户参与平台知识创新的功能和角色。此外，基于用户的异质性，分析不同用户群体的创新需求差异和需求点的分布。通过对小米社区的实证研究识别出了核心用户、积极创新用户、积极社交用户、潜在创意用户、边缘用户这5个类型用户并进行画像，同时从必备型需求、魅力型需求、期望型需求、沉默型需求这4个角度对不同类型用户的创新需求点进行分析，体现了不同类型用户的不同创新需求差异。通过用户画像构建以及用户创新需求识别，达到社区管理与用户之间的高匹配度及用户的创新需求与企业产品创新方向之间的一致性。

关键词:用户画像;用户创新需求;聚类分析;可视化分析

Abstract:

This paper analyzes users' participation in innovation in the Internet open innovation community, collects different characteristic data of users' knowledge sharing, and constructs user profiles to identify the functions and roles of different types of users participating in knowledge innovation on the platform. Furthermore, based on the heterogeneity of users, the difference of innovation demand and the distribution of demand points of different user groups are analyzed. Through the empirical research on Xiaomi Community, we identified five types of users, namely, core users, active innovative users, active social users, potential creative users, and edge users, and made a portrait of them. At the same time, we analyzed the innovation demand points of different types of users from the four perspectives of essential needs, charismatic needs, expectant needs, and silent needs, reflecting the different innovation needs of different types of users. Through the construction of user profiles and identification of user innovation needs, the high matching between community managers and users and the consistency between users' innovation needs and the direction of enterprise product innovation can be achieved.

Key words:user portrait; user innovation needs; cluster analysis; visualization analysis