摘要
随着 X供电公司“智能电网 2.0”的信息化建设，电力系统产生了大量的以用户
为中心的数据，这些数据可以从一定程度上反应用户的基本用电特征，但是传统的数
据分析手段无法快速的处理这些数据，本文利用数据中台的大数据技术挖掘用户价
值，以 X供电公司某个台区里面的 3 300个用户为研究对象，采用 K-means聚类算法
对每 15分钟采集一次的用户用电负荷数据按照用户进行聚类，并与“用户画像”的
用户基本属性进行关联，实现多维“用户画像”。在此基础上，将 X供电公司的角色
由一个电力提供者转变为一个服务提供者，在为用户提供绿色、清洁、可靠的能源的
同时，利用“用户画像”挖掘用户的潜在需求，有针对性的为用户提供优质的服务。
“用户画像”是适应时代发展的产物，随着电力体制改革的不断深入，电力市场
逐渐转变为以用户为中心的市场，在现代社会，用户不仅关心产品的质量，更加关注
服务体验。本文以 X供电公司为例进行研究，旨在通过“用户画像”方法，更好地了
解不同类别顾客需求，在精准化营销服务方面进行创新，从而在激烈的竞争环境下站
稳脚跟。
本文首先通过 SWOT分析法对 X供电公司的营销现状以及存在的问题进行全面
分析，X供电公司的产品主要存在附加值低、缺乏市场细分、缺少营销人才以及营销
策略单一等问题，面临着电价定价机制过于单一、能源行业竞争日益激烈、企业利润
持续降低等威胁，这些问题制约着 X供电公司的发展。为了打破这种局面，X供电公
司的市场营销手段必须发生改变。本文介绍了“用户画像”的建设方案，详细说明了
“用户画像”的建设价值：利用“用户画像”对电力市场进行细分，分析得出不同标
签下的用户群的用电负荷特征，分析用户的用电特征可以使 X供电公司合理安排营销
资源，指导用户更加科学的用电。基于此，本文根据不同用户群特征的用电习惯制定
相对应的精准营销策略，为用户推送定制化的电力产品以及个性化服务，从而有效提
高 X供电公司的营销服务水平。
关键词：数据中台；K-means聚类算法；用户画像；精准营销
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ABSTRACT
With the informatization construction of "Smart Grid 2.0" of X PowerSupply
Company, the power system has generated a large amount of user-centric data, which can
reflect the basic power consumption characteristics of users to a certain extent, but
traditional data analysis methods cannot To quickly process these data, this article uses the
big data technology of the data center to mine the value of users, taking 3,300 users in a
certain station of X power supply company as the research object, using the K-means
clustering algorithm to collect once every 15 minutes The user’s electricity load data is
clustered according to users, and is associated with the basic user attributes of the "user
profile" to achieve a multi-dimensional"user profile". On this basis, the role of X Power
Supply Company is changed from a power provider to a service provider. While providing
users with green, clean, and reliable energy, it uses "user portraits"to tap the potential
needs of users, and is targeted Provide users with high-quality services.
"User portrait" is a product adapted to the development of the times. With the
continuous deepening of power system reform, the power market has gradually transformed
into a user-centric market. In modern society, users not only care about product quality, but
also pay more attention to service experience. This article takes X power supply company
as an example to conduct research, aiming to better understand the needs of different types
of customers through the "user profile" method, and to innovate in precision marketing
services, so as to gain a foothold in the fierce competition environment.
This article first conducts a comprehensive analysis of the current marketing situation
and existing problems of X Power Supply Company through SWOT analysis. X Power
Supply Company’s products mainly have problems such as low added value, lack of market
segmentation, lack of marketing talents, and single marketing strategy, and are facing
electricity prices. At the same time, threats also exsit which include unitary pricing
mechanism, increasingly fierce competition inthe energy industry and continuously
decreasing profits . These problems restrict the development of X Power Supply Company.
In order to break this situation, X Power Supply Company's marketing methods must be
changed. This article introduces the construction plan of "user profile", and elaborates the
value of "user profile": use "user profile" to segment the electricity market, analyze the
power load characteristics of user groups under different labels, and analyze The user's
electricity consumption characteristics can enable X Power Supply Company to rationally
arrange marketing resources and guide users to use electricity more scientifically. Based on
this, this article formulates corresponding precision marketing strategies based on the
power consumption habits of different user groups, and pushes customized power products
and personalized services to users, thereby effectively improving the marketing service
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level of X Power Supply Company.
Key words: Data center，Clustering Algorithm，User portrait，Precision marketing
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