基於閒置市場品類決策屬性的供需挖掘

{"type":"doc","content":[{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"背景"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"近年來流量成本的不斷提高，使得市場精細化運營變得越來越重要。在閒置二手市場，個人賣家孤品特性，使得商品品類優化成爲精細化運營的核心內容。通過分析市場供需現狀，挖掘機會市場，調整品類結構，從而提高商品效率，實現業務增長。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"供需挖掘的前提是商品理解。閒置二手市場貨品的孤品特性，導致無法基於過往行爲進行相關推薦，個人賣家在發佈自用閒置用品時，也無法像B類商家一樣上傳詳細的商品結構化信息，多數個人賣家發佈圖片單一、描述簡短且非結構化。這種非結構化的發佈方式強烈依賴推薦。因此，找出閒置二手市場的關鍵屬性並對其進行結構化是商品理解的核心內容，也是品類結構優化的基石。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/d4\/53\/d4d532f6bf6abe2109bf1cdc4021f153.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"商品理解"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"品類決策樹"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"品類決策樹是用戶購買該類目的決策因子，我們從搜索、互動、成交的用戶主動決策路徑中挖掘用戶訴求，通過將用戶搜索詞、互動意圖詞以及成交屬性詞和二手商品屬性進行匹配，分別將其掛載到商品屬性，利用搜索詞的搜索熱度、互動詞的頻繁度及成交屬性詞的覆蓋度，並結合閒置二手特有屬性（如：鞋服品類的新舊程度、3C數目的成色、個護美妝的餘量等），對商品屬性重要性進行加權排序，權重爲用戶來訪路徑轉化率歸一值，從而得出各類目的關鍵屬性，即閒置二手品類決策樹。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/78\/39\/787a69c7f29aab1c777847eafa472939.png","alt":null,"title":"","style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":"","fromPaste":false,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"關鍵屬性結構化"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}