CN110163585B - Method and device for issuing electronic red packet - Google Patents
Method and device for issuing electronic red packet Download PDFInfo
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- CN110163585B CN110163585B CN201910272537.6A CN201910272537A CN110163585B CN 110163585 B CN110163585 B CN 110163585B CN 201910272537 A CN201910272537 A CN 201910272537A CN 110163585 B CN110163585 B CN 110163585B
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- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q20/00—Payment architectures, schemes or protocols
- G06Q20/04—Payment circuits
- G06Q20/06—Private payment circuits, e.g. involving electronic currency used among participants of a common payment scheme
- G06Q20/065—Private payment circuits, e.g. involving electronic currency used among participants of a common payment scheme using e-cash
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
- G06Q30/0224—Discounts or incentives, e.g. coupons or rebates based on user history
Abstract
The invention discloses a method and a device for issuing an electronic red packet, relates to the technical field of electronic information, and aims to take the sensitivity of a user to the electronic red packet into consideration in the issuing process of the electronic red packet, issue the electronic red packet based on the sensitivity of the user to the electronic red packet and improve the return rate of the electronic red packet. The method comprises the following steps: layering a target user based on the dimensional characteristics of the target user using the electronic red packet; constructing a conversion rate model of the target user using the electronic red packet by taking the conversion rate of the electronic red packet used by the target user in the hierarchy along with the change of the amount of the issued electronic red packet as a parameter; setting constraint conditions according to the amount change of the electronic red packet in the conversion rate model, and solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy; and issuing the electronic red packet to the target user in the hierarchy according to the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
Description
Technical Field
The invention relates to the technical field of electronic information, in particular to a method and a device for issuing an electronic red packet.
Background
In the mobile internet era, with the rapid development of electronic commerce technology, a network platform has become an important tool for daily consumption of people. In order to promote consumption, merchants often subsidize a certain amount of money by issuing electronic red packages to users, and attract new users to join in platform consumption. The electronic red envelope is used for attracting customers to achieve the purpose of stimulating users to consume, and becomes an important marketing means of merchants at present. When the user uses the electronic red packet for consumption, the staff handles the electronic red packet of the user based on the amount of the commodity and informs the user of the extra amount to be paid, so that the payment process of the commodity is completed.
In the related art, when a merchant issues an electronic red packet, the merchant uses some operation rules to price the electronic red packet, for example, the frequency of a user login platform is used as a rule to price the electronic red packet, a user who logs in less than 2 times in one month is a low-frequency user, a user who logs in more than 10 times in one month is a high-frequency user, the low-frequency user subsidizes more money, and the high-frequency user subsidizes less money.
In the process of implementing the invention, the inventor finds that the related art has at least the following problems:
the purpose of issuing the electronic red packet by the merchant is that the user can use the electronic red packet in the process of purchasing commodities, and consumption of the user is promoted. Because the pricing of the electronic red packet issued by different users is determined by manual experience, if the users do not pay attention to the electronic red packet, the conversion rate of the users using the electronic red packet cannot be improved even if the amount of the manually priced electronic red packet is higher, and the return rate of the electronic red packet is lower.
Disclosure of Invention
In view of this, the present invention provides a method and an apparatus for issuing an electronic red envelope, and mainly aims to solve the problem of low return rate of the electronic red envelope in the prior art.
According to one aspect of the application, a method for issuing an electronic red packet is provided, and the method comprises the following steps:
layering a target user based on the dimensional characteristics of the target user using the electronic red packet;
constructing a conversion rate model of the target user in the hierarchy using the electronic red packet by taking the conversion rate of the electronic red packet used by the target user in the hierarchy along with the change of the amount of the issued electronic red packet as a parameter;
setting constraint conditions according to the amount change of the electronic red packet in the conversion rate model, and solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy;
and issuing the electronic red packet to the target user in the hierarchy according to the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
Further, the step of constructing a conversion rate model of the target users in the hierarchy using the electronic red packet by taking the conversion rate of the target users in the hierarchy as the amount of the issued electronic red packet changes as a parameter comprises the following steps:
respectively setting the layering proportion of a target user in the layering and the user average subsidy range;
and constructing a conversion rate model of the target user in the hierarchy using the electronic red packet according to the sum of the hierarchy proportion of the target user in the hierarchy and the product of the conversion rate of the electronic red packet used by the target user in the hierarchy along with the change of the amount of money for issuing the electronic red packet.
Further, the setting of constraint conditions according to the amount change of the electronic red packet in the conversion rate model, and the solving of the amount of the electronic red packet correspondingly issued by the target user in the hierarchy includes:
determining a constraint condition of the conversion rate model according to the layering proportion of the target user in the layering, the user average subsidy range and the amount change of the electronic red packet in the conversion rate model;
solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy based on a genetic algorithm, and meeting the constraint condition in the process of solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
Further, the solving of the amount of the electronic red packet corresponding to the target user in the hierarchy based on the genetic algorithm, and the meeting of the constraint condition in the process of solving the amount of the electronic red packet corresponding to the target user in the hierarchy comprises:
taking the target users in the hierarchy as the population of the genetic algorithm, gradually optimizing the population to a state containing an approximate optimal solution, and meeting the constraint condition in the process of optimizing the population to the state containing the approximate optimal solution, wherein the state of the approximate optimal solution is to maximize the conversion rate of the target users in the hierarchy for using the electronic red packet;
and obtaining a vector obtained by solving when the conversion rate of the target user using the electronic red packet in the hierarchy is maximized, and obtaining the amount of the target user corresponding to issuing the electronic red packet, wherein each element in the vector is the amount of the target user corresponding to issuing the electronic red packet in the hierarchy.
Further, after obtaining the vector obtained by solving when the conversion rate of the target user using the electronic red packet in the hierarchy is maximized to obtain the amount of the target user corresponding to issuing the electronic red packet, the method further includes:
generating noise values suitable for all target users in the hierarchy based on all target users in the hierarchy corresponding to the elements in the vector obtained by solving;
and adding the noise values suitable for all target users in the hierarchy into the vector obtained by the solution, and updating the amount of the electronic red packet correspondingly issued by the target user.
Further, after obtaining the vector obtained by solving when the conversion rate of the target user using the electronic red packet in the hierarchy is maximized to obtain the amount of the target user corresponding to issuing the electronic red packet, the method further includes:
generating a noise value suitable for each target user in the hierarchy based on the conversion rate of each target user in the hierarchy corresponding to the elements in the vector obtained by solving;
and adding the noise value suitable for each target user in the hierarchy into the vector obtained by the solution, and updating the amount of the electronic red packet correspondingly issued by the target user.
Further, the generating a noise value applicable to each target user in the hierarchy based on the conversion rate of each target user in the hierarchy corresponding to the element in the vector obtained by the solving includes:
performing first-order Taylor expansion on the vector obtained by solving;
and generating a noise value suitable for each target user in the hierarchy according to the conversion rate of each target user in the hierarchy corresponding to the elements in the vector after the first-order Taylor expansion.
According to another aspect of the present application, there is provided an electronic red envelope issuing apparatus, comprising:
the layering unit is used for layering the target user based on the dimensional characteristics of the electronic red packet used by the target user;
the construction unit is used for constructing a conversion rate model of the target user in the hierarchy using the electronic red packet by taking the conversion rate of the target user in the hierarchy used along with the change of the amount of the issued electronic red packet as a parameter;
the solving unit is used for setting constraint conditions according to the amount change of the electronic red packet in the conversion rate model and solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy;
and the issuing unit is used for issuing the electronic red packet to the target user in the hierarchy according to the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
Further, the construction unit includes:
the setting module is used for respectively setting the layering proportion of the target user in the layering and the user average subsidy range;
and the construction module is used for constructing a conversion rate model of the target user in the hierarchy using the electronic red packet according to the sum of the product of the hierarchy proportion of the target user in the hierarchy and the conversion rate of the target user in the hierarchy using the electronic red packet along with the change of the amount of money for issuing the electronic red packet.
Further, the solving unit includes:
the determining module is used for determining the constraint condition of the conversion rate model according to the layering proportion of the target user in the layering, the user average subsidy range and the amount change of the electronic red packet in the conversion rate model;
and the solving module is used for solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy based on the genetic algorithm and meeting the constraint condition in the process of solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
Further, the solving module comprises:
the optimization submodule is used for taking the target users in the hierarchy as the population of the genetic algorithm, gradually optimizing the population to a state containing an approximate optimal solution, and meeting the constraint condition in the process of optimizing the population to the state containing the approximate optimal solution, wherein the state of the approximate optimal solution is the state that the conversion rate of the target users in the hierarchy using the electronic red packet is maximized;
and the solving submodule is used for obtaining a vector obtained by solving when the conversion rate of the target user using the electronic red packet in the hierarchy is maximized, and obtaining the amount of the target user corresponding to issuing the electronic red packet, wherein each element in the vector is the amount of the target user corresponding to issuing the electronic red packet in the hierarchy.
Further, the solving module further comprises:
the first generation submodule is used for generating noise values suitable for all target users in the hierarchy based on all target users in the hierarchy corresponding to elements in the vector obtained by solving after obtaining the vector obtained by solving when the conversion rate of the target users using the electronic red packet in the hierarchy is maximized and obtaining the amount of money corresponding to the target users for issuing the electronic red packet;
and the first updating submodule is used for adding the noise values suitable for all target users in the layering into the vector obtained by the solving and updating the amount of the electronic red packet correspondingly issued by the target users.
Further, the solving module further comprises:
the second generation submodule is used for generating a noise value suitable for each target user in the hierarchy based on the conversion rate of each target user in the hierarchy corresponding to the elements in the vector obtained by solving after the vector obtained by solving when the conversion rate of the target user using the electronic red packet in the hierarchy is maximized is obtained and the amount of the electronic red packet correspondingly issued by the target user is obtained;
and the second updating submodule is used for adding the noise value suitable for each target user in the layering to the vector obtained by the solving and updating the amount of the electronic red packet correspondingly issued by the target user.
Further, the second generation submodule is specifically configured to perform first-order taylor expansion on the vector obtained by the solving;
the second generation submodule is specifically further configured to generate a noise value applicable to each target user in the hierarchical layer according to a conversion rate of each target user in the hierarchical layer corresponding to an element in the vector after the first-order taylor expansion.
According to yet another aspect of the present application, there is provided a computer device comprising a memory and a processor, the memory storing a computer program, the processor implementing the steps of the above-mentioned method for issuing an electronic red packet when executing the computer program.
According to yet another aspect of the present application, there is provided a computer-readable storage medium having stored thereon a computer program which, when executed by a processor, performs the steps of the above-described method for issuing an electronic red envelope.
By the technical scheme, compared with the existing electronic red packet issuing mode in which pricing of the electronic red packet is determined by manual experience, the method and the device for issuing the electronic red packet provided by the application take the sensitivity of a user to the electronic red packet into consideration, stratify target users based on the dimension of the target users using the electronic red packet, then construct a conversion rate model of the target users using the electronic red packet in the stratification by taking the conversion rate of the target users in the stratification along with the change of the amount of issued electronic red packet as a parameter, solve the amount of issued electronic red packet corresponding to the target users in the stratification, ensure the maximization of the conversion rate of the target users using the electronic red packet in the stratification, reduce the amount of subsidy for users insensitive to the electronic red packet, and increase the amount of subsidy for users sensitive to the electronic red packet, the target users in the hierarchy can obtain the optimal subsidy amount, so that the consumption of the users using the red envelope is promoted, and the return rate of the electronic red envelope is improved.
The foregoing description is only an overview of the technical solutions of the present invention, and the embodiments of the present invention are described below in order to make the technical means of the present invention more clearly understood and to make the above and other objects, features, and advantages of the present invention more clearly understandable.
Drawings
Various other advantages and benefits will become apparent to those of ordinary skill in the art upon reading the following detailed description of the preferred embodiments. The drawings are only for purposes of illustrating the preferred embodiments and are not to be construed as limiting the invention. Also, like reference numerals are used to refer to like parts throughout the drawings. In the drawings:
fig. 1 is a schematic flow chart illustrating an issuing method of an electronic red envelope according to an embodiment of the present disclosure;
fig. 2 is a schematic flow chart illustrating another method for issuing an electronic red envelope according to an embodiment of the present disclosure;
fig. 3 is a schematic structural diagram illustrating an electronic red packet issuing apparatus according to an embodiment of the present disclosure;
fig. 4 is a schematic structural diagram illustrating another electronic red packet issuing apparatus according to an embodiment of the present disclosure.
Detailed Description
Exemplary embodiments of the present disclosure will be described in more detail below with reference to the accompanying drawings. While exemplary embodiments of the present disclosure are shown in the drawings, it should be understood that the present disclosure may be embodied in various forms and should not be limited to the embodiments set forth herein. Rather, these embodiments are provided so that this disclosure will be thorough and complete, and will fully convey the scope of the disclosure to those skilled in the art.
The embodiment of the application provides an electronic red packet issuing method, a target user is layered based on the dimensional characteristics of the electronic red packet used by the target user, the sensitivity of the target user to the electronic red packet is fully considered, a conversion rate model of the electronic red packet used by the target user in the layer is built, and the target user in the layer can obtain the optimal subsidy amount by solving the amount of the electronic red packet issued by the target user in the layer, so that the electronic red packet is issued based on the sensitivity of the user to the electronic red packet, and the return rate of the electronic red packet is improved.
Specifically, in the embodiment of the present specification, the essential problem of the electronic red envelope is that the maximum conversion rate is satisfied under a certain budget condition, that is, in the case that a merchant issuing the red envelope provides a certain amount of money budget, a user issuing the electronic red envelope only uses the electronic red envelope to make a purchase, and the merchant can obtain a profit return. Specifically, a conversion rate model of the target user using the electronic red packet in the hierarchy is constructed, the conversion rate model is based on the conversion rate of the user using the electronic red packet along with the change of the amount of the issued electronic red packet, the user insensitive to the electronic red packet can be given lower amount of money, and then the saved amount of money is subsidized to the user sensitive to the electronic red packet, because the conversion rate of the user using the electronic red packet is increased along with the increase of the amount of the issued electronic red packet, so that the improvement of the whole conversion rate can be realized.
In a specific embodiment, the conversion rate of the electronic red packet used by the user population along with the change of the amount of the issued electronic red packet is taken as a parameter, and the constructed conversion rate model of the electronic red packet used by the user population is defined as the following formula:
L≤xij≤U
wherein, p (u)i,cj,xij) Representing user uiIn context cjIn, x is the sum of the obtained electronic red packetijThe conversion of (a); n is the total number of users; c, subsidizing the average amount of the electronic red packet for the user; l and U are users U respectivelyiAnd obtaining the upper limit value and the lower limit value of the electronic red packet amount.
It should be noted that the conversion rate of the electronic red packet obtained by the user under the amount of the electronic red packet may be predicted based on the historical use of the electronic red packet by the user, and the conversion rate of the user under the amount of the electronic red packet issued may also be found based on a pre-constructed prediction function expression according to the prediction function expression, where the obtaining manner of the conversion rate is not limited, and similarly, the obtaining manner of the conversion rate of the electronic red packet used by the target user in the hierarchy in the following implementation scheme along with the change of the amount of the electronic red packet issued is not limited.
In addition, it can be understood that the conversion rate model of the electronic red packet used by the overall user is the maximum value obtained by summing up the conversion rates of all the users using the electronic red packet, and does not consider the actual application scenarios of the users, the acceptance degree of the users to the platform for issuing the red packet, and the like. In order to further improve the conversion rate of the electronic red packet used by the user, as shown in fig. 1, an embodiment of the present application provides an issuing method of the electronic red packet, including the following steps:
101. and layering the target user based on the dimension characteristics of the target user using the electronic red packet.
The dimension characteristics of the target user using the electronic red packet can include, but are not limited to, a scene in which the user uses the electronic red packet, recognition degree of the user on an electronic red packet issuing platform, sensitivity of the user on the amount of the electronic red packet and the like, the scene in which the user uses the electronic red packet can be a social scene such as an offline shopping scene, an online application platform payment scene and the like, and the scene can be determined by specifically combining time of using the electronic red packet, a place of using the electronic red packet and the like; the acceptance of the user to the electronic red packet issuing platform can be evaluation, use habits and the like of the user to the electronic red packet issuing platform, and can be specifically determined by combining historical transaction times, transaction evaluation, recommended click conditions and the like of the user using the platform, the sensitivity of the user to the amount of the electronic red packet can be determined by the user to the use condition of the electronic red packet issued to a user account, and can be specifically determined by combining the condition that the user gets the electronic red packet or purchases the electronic red packet, the payment times of the user using the electronic red packet and the like.
In this step, since the dimensional characteristics of the electronic red packet used by the target user has a predictive effect on whether the user uses the electronic red packet, for example, the probability that the user with high acceptance of the electronic red packet is higher than the probability that the user with low acceptance of the electronic red packet uses the electronic red packet, and the probability that the user with sensitivity to the electronic red packet is higher than the probability that the user with low acceptance of the electronic red packet uses the electronic red packet, the target users with different dimensional characteristics can be distinguished after the target user is layered based on the dimensional characteristics of the electronic red packet used by the target user, so that the amount of money applicable to the electronic red packet issued by the target user in the layer is determined according to the characteristics of the target user in the layer.
102. And constructing a conversion rate model of the target user in the hierarchy using the electronic red packet by taking the conversion rate of the electronic red packet used by the target user in the hierarchy along with the change of the amount of the issued electronic red packet as a parameter.
In the embodiment of the invention, because target users in different layers have similar dimension characteristics, the target users with similar dimension characteristics can be suitable for issuing electronic red packages with the same amount, and further, the conversion rate model of the target users in the layers using the electronic red packages is constructed by taking the amount change of the target users in the layers along with the issuing of the electronic red packages as a parameter, and the constructed conversion rate model of the target users in the layers using the electronic red packages is defined as the following formula:
L≤xi≤U
wherein p isi(xi) Representing that the user is in the hierarchy i, and x is lower than the sum of the obtained electronic red envelopeiThe conversion of (a); n isiIs the proportion of users in the hierarchy; c, subsidizing the average amount of the electronic red packet for the user; l and U are users U respectivelyiAnd obtaining the upper limit value and the lower limit value of the electronic red packet amount.
It can be understood that the conversion rate model for the target users in the layers to use the electronic red packet is the maximum value obtained by summing the conversion rates for the target users in the layers to use the electronic red packet based on the proportion of the different layer users, and the dimensional characteristics of the target users in the layers are comprehensively considered, so that pricing can be conveniently carried out on the electronic red packets issued by the target users in the different layers, and the target users in the different layers can be ensured to obtain the electronic red packets with proper money.
103. And setting constraint conditions according to the amount change of the electronic red packet in the conversion rate model, and solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
In the step, because the amount of money of the electronic red packet in the constructed conversion rate model relates to a plurality of parameters, and based on the particularity of different parameters, a constraint condition is set to meet the accuracy of solving the amount of money, wherein the constraint condition can comprise two aspects, on one hand, a constraint range is set for the amount of money for issuing the electronic red packet, the minimum value of the amount of money cannot be 0, and the maximum value of the amount of money for issuing the electronic red packet cannot exceed the amount of money for issuing the electronic red packet planned by the platform, so that a reasonable upper limit value and a reasonable lower limit value are set for the amount of money for issuing the electronic red packet planned by the platform and the number of persons planned to issue the electronic red packet, and the product of the amount of money for issuing the electronic red packet by the person and the conversion rate of the electronic red packet used by the target user in the hierarchy is greater than the product of the conversion rate of the electronic red packet used by the target user in the hierarchy, the specific numerical values in the constraint conditions are not limited and can be determined according to actual conditions.
It should be noted that, the conversion rate of the electronic red packet used by the target user in the hierarchy in the conversion rate model along with the change of the amount of issued red packet also changes in real time, for the target user with lower frequency of using the electronic red packet, the higher the conversion rate of using the electronic red packet is, but for some target users with higher amount of issued electronic red packet, the higher the conversion rate of using the electronic red packet is, the more amount of red packet should be kept or given for the user with high conversion rate of using the red packet, so as to improve the return rate of the electronic red packet.
In this step, in the process of specifically solving the amount of money corresponding to the electronic red packet issued by the target user in the hierarchy, a genetic algorithm can be used, a population is used as a group of problem solutions by utilizing a population search technology, a new generation of population is generated by applying a series of genetic operations such as selection, intersection, variation and the like of factors similar to biological genetic environments to the current population, and the population is gradually optimized to a state containing an approximately optimal solution. Assuming that the target users are divided into K layers, a calculated solution represents a K-dimensional vector, and each element in the vector corresponds to the optimal pricing of the target users in one layer.
104. And issuing the electronic red packet to the target user in the hierarchy according to the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
Since the electronic red packet is equivalent to a subsidy of money issued to the user by the platform, the user can use the red packet to reduce the corresponding money when consuming, and the mode of issuing the electronic red packet to the target user in the hierarchy can include but is not limited to a coupon, a full discount coupon, a red packet and the like.
Compared with the electronic red packet issuing mode determined by manual experience in the pricing of the electronic red packet, the electronic red packet issuing method provided by the embodiment of the application considers the sensitivity of a user to the electronic red packet, stratifies a target user based on the dimension of the target user using the electronic red packet, then takes the conversion rate of the electronic red packet used by the target user in the stratification along with the change of the amount of issued electronic red packet as a parameter, constructs a conversion rate model of the electronic red packet used by the target user in the stratification, solves the amount of issued electronic red packet corresponding to the target user in the stratification, ensures the maximization of the conversion rate of the electronic red packet used by the target user in the stratification, reduces the subsidy amount for users insensitive to the electronic red packet, increases the subsidy amount for users sensitive to the electronic red packet, and ensures that the target user in the stratification can obtain the optimal subsidy amount, therefore, the consumption of the user using the red envelope is promoted, and the return rate of the electronic red envelope is improved.
The process shown in the above steps 101 to 104 is a process of solving the corresponding amount of issuing the electronic red envelope by the target user in the hierarchy based on the conversion rate model of the target user in the hierarchy using the electronic red envelope, so as to implement personalized marketing for the target user in different hierarchies, and issue the electronic red envelopes with different pricing amounts, thereby ensuring the maximum conversion rate of the whole user using the electronic red envelope.
In the practical application process, because the conversion rate of the electronic red packet used by the target user in the hierarchy along with the change of the amount of money for issuing the electronic red packet is not fixed, a flow of an embodiment of a specific implementation process of a conversion rate model for the target user in the constructed hierarchy for using the electronic red packet can be seen in fig. 2, and fig. 2 provides another method for issuing the electronic red packet for the embodiment of the present invention, which includes:
201. and layering the target user based on the dimension characteristics of the target user using the electronic red packet.
In this step, since the target user has multiple dimensions using the electronic red packet, and each dimension characteristic may relate to multiple aspects, for example, a scene where the user uses the electronic red packet relates to multiple aspects of time, place, environment, and the like, in the process of specifically layering the target user, a weight value may be assigned to each aspect relating to the dimension characteristic that the target user uses the electronic red packet, for example, the weight set at rest time by the time when the user uses the electronic red packet is higher, the weight set at home by the place where the user uses the electronic red packet is higher, so that the dimension characteristic that the target user uses the electronic red packet is determined by combining the weight values of the multiple aspects obtained through statistics, and the target users with different dimension characteristics are layered.
When the amount of money of the electronic red envelope is used as the dimensional characteristic of the electronic red envelope by the user in the process of layering the target user, derivative characteristics of the amount of money of the red envelope, such as the square of the amount of money of the red envelope, the logarithm of the amount of money of the red envelope, and the like, may be added to increase the expressive power of the amount of money of the red envelope.
202. And respectively setting the layering proportion of the target user in the layering and the user average subsidy range.
It can be understood that target users in different hierarchies have different user numbers, the hierarchy proportion of the target users in different hierarchies has a certain influence in constructing a conversion rate model for the target users to use the electronic red packet, and the higher the hierarchy proportion of the target users in the hierarchies is, the higher the conversion rate for the target users to use the electronic red packet in the hierarchies is.
The user average subsidy range is an upper limit value and a lower limit value of the electronic red packet set around the amount of money suitable for the person to issue the electronic red packets, for example, the amount of money for which the platform plans to issue the electronic red packets is 100, the number of issued red packets is 100, the amount of money for which the person issues the electronic red packets should be 1, the upper limit value of the electronic red packets set around 1 block can be 5, and the lower limit value can be 0.1.
It should be noted that, in order to ensure fairness in distribution of the electronic red packet, it is not desirable to set an excessively high upper limit value of the electronic red packet or an excessively low lower limit value of the electronic red packet, and the setting of the user average subsidy range is not limited here.
203. And constructing a conversion rate model of the target user in the hierarchy using the electronic red packet according to the sum of the hierarchy proportion of the target user in the hierarchy and the product of the conversion rate of the electronic red packet used by the target user in the hierarchy along with the change of the amount of money for issuing the electronic red packet.
In the step, in order to ensure that the target user can use the electronic red packet, a conversion rate model of the target user using the electronic red packet in the hierarchy is constructed, so that the conversion rate of the target user using the electronic red packet in the hierarchy can be maximized under a certain constraint condition, and the maximum rate of return of the electronic red packet is ensured.
204. And determining the constraint conditions of the conversion rate model according to the layering proportion of the target user in the layering, the user average subsidy range and the amount change of the electronic red packet in the conversion rate model.
In this step, because the conversion rate of the electronic red packet used by the users in the hierarchy needs the restriction of the restriction condition, the restriction condition can be set from two aspects, on one hand, the user average subsidy range should be set in a reasonable distribution range, so as to ensure the fairness of the target users for issuing the red packet money and avoid the situation that the electronic red packet money issued by part of the users is too high or too low, and on the other hand, the product of the user average subsidy value under the hierarchical proportion of the target users and the conversion rate of the target users for using the electronic red packet in the hierarchy should be larger than the product of the electronic red packet money issued by all the target users in the hierarchy under the hierarchical proportion of the target users and the conversion rate of the target users for using the electronic red packet in the hierarchy, so as to determine the restriction condition of the conversion rate model.
205. Solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy based on a genetic algorithm, and meeting the constraint condition in the process of solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
The genetic algorithm is a method for searching an optimal solution by simulating a natural algorithm process, a new generation of layers is generated by applying a series of genetic operations such as selection, intersection, variation and the like of factors similar to biological genetic environment to target users in the layers, and the target users in the layers are gradually enabled to contain a state similar to the optimal solution, namely the sum of conversion rates of the target users in the layers using the electronic red packet is maximized, and the optimal solution obtained at the moment is the sum of money suitable for the target users in the layers to correspondingly issue the electronic red packet.
In this step, specifically, the target users in the hierarchy are used as the population of the genetic algorithm, the population is gradually optimized to a state containing an approximately optimal solution, and the constraint condition is satisfied in the process of optimizing the population to the state containing the approximately optimal solution, where the state of the approximately optimal solution is to maximize the conversion rate of the target users in the hierarchy for using the electronic red envelope; and then obtaining a vector obtained by solving when the conversion rate of the target user using the electronic red packet in the hierarchy is maximized, and obtaining the amount of the target user corresponding to the electronic red packet, wherein each element in the vector is the amount of the target user corresponding to the electronic red packet in the hierarchy.
It should be noted that, after obtaining the vector obtained by solving when the conversion rate of the target user using the electronic red packet in the hierarchy is maximized and obtaining the amount of the electronic red packet issued by the target user, in order to improve the flexibility of issuing the amount of the electronic red packet by the target user in different hierarchies, the noise value suitable for all target users in the hierarchies can be generated based on all target users in the hierarchies corresponding to the elements in the vector obtained by solving; and adding the noise values suitable for all target users in the hierarchy into the vector obtained by the solution, and updating the amount of the electronic red packet correspondingly issued by the target users.
Further, in order to improve the flexibility of issuing the electronic red packet money by the target users in the hierarchy, the noise value suitable for each target user in the hierarchy can be generated based on the conversion rate of each target user in the hierarchy corresponding to the elements in the vector obtained by solving; and adding the noise value suitable for each target user in the hierarchy into the vector obtained by the solution, and updating the amount of the electronic red packet correspondingly issued by the target user.
In the process of generating a noise value suitable for each target user in the hierarchy based on the conversion rate of each target user in the hierarchy corresponding to the element in the vector obtained by the solution, the vector obtained by the solution can be specifically subjected to first-order Taylor expansion; and then generating a noise value suitable for each target user in the hierarchy according to the conversion rate of each target user in the hierarchy corresponding to the elements in the vector after the first-order Taylor expansion.
For example, for the K-th layer target user, the amount of money finally generated and suitable for the target user in the hierarchy to issue the electronic red packet is: x is the number ofk＝ak+σk
Wherein, akTo solve for the best electronic red envelope subsidy, σ, for the K-th tier target userkIs noise suitable for the K-th layer target user.
In fact, after the conversion rate model of the target user using the electronic red packet is solved, the added noise can be the same or thousands of people for the target user in the hierarchy, so that the conversion rate of the target user using the electronic red packet is improved.
206. And issuing the electronic red packet to the target user in the hierarchy according to the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
It can be understood that, since there are a plurality of target users in the hierarchy, the noise level can be set according to the conversion rate of the target users using the electronic red packet, for example, the higher the conversion rate of the target users using the electronic red packet is, the higher the noise added to the target users is set, so as to issue the electronic red packet with a larger amount.
Further, as a specific implementation of the method shown in fig. 1, an embodiment of the present application provides an apparatus for issuing an electronic red packet, and as shown in fig. 3, the apparatus includes: a creating unit 31, an auditing unit 32, a processing unit 33.
The layering unit 31 may be configured to layer a target user based on a dimensional feature of the target user using the electronic red envelope;
the construction unit 32 is used for constructing a conversion rate model of the target user in the hierarchy using the electronic red packet by taking the conversion rate of the target user in the hierarchy using the electronic red packet along with the change of the amount of the issued electronic red packet as a parameter;
the solving unit 33 may be configured to set a constraint condition according to the amount change of the electronic red packet in the conversion rate model, and solve the amount of the electronic red packet correspondingly issued by the target user in the hierarchy;
the issuing unit 34 may be configured to issue the electronic red envelope to the target user in the hierarchy according to the amount of the electronic red envelope issued by the target user in the hierarchy.
Compared with the electronic red packet issuing mode determined by manual experience in the pricing of the electronic red packet, the electronic red packet issuing device provided by the embodiment of the application considers the sensitivity of a user to the electronic red packet, stratifies a target user based on the dimension of the target user using the electronic red packet, then takes the conversion rate of the electronic red packet used by the target user in the stratification along with the change of the amount of issued electronic red packet as a parameter, constructs a conversion rate model of the electronic red packet used by the target user in the stratification, solves the amount of issued electronic red packet corresponding to the target user in the stratification, ensures the maximization of the conversion rate of the electronic red packet used by the target user in the stratification, reduces the subsidy amount for users insensitive to the electronic red packet, increases the subsidy amount for users sensitive to the electronic red packet, and ensures that the target user in the stratification can obtain the optimal subsidy amount, therefore, the consumption of the user using the red envelope is promoted, and the return rate of the electronic red envelope is improved.
In a specific application scenario, as shown in fig. 4, the constructing unit 32 includes:
a setting module 321, configured to set a hierarchical ratio of a target user in a hierarchy and a user average subsidy range respectively;
the constructing module 322 may be configured to construct a conversion rate model of the target user in the hierarchy using the electronic red envelope according to a sum of products of a hierarchy ratio of the target user in the hierarchy and a conversion rate of the target user in the hierarchy using the electronic red envelope with a change in an amount of issuing the electronic red envelope.
Further, the solving unit 33 includes:
the determining module 331 may be configured to determine a constraint condition of the conversion rate model according to a hierarchical proportion of the target user in the hierarchy, the user average subsidy range, and a change in the amount of the electronic red envelope in the conversion rate model;
the solving module 332 may be configured to solve the amount of the electronic red packet issued by the target user in the hierarchy based on a genetic algorithm, and satisfy the constraint condition in the process of solving the amount of the electronic red packet issued by the target user in the hierarchy.
Further, the solving module 332 comprises:
an optimization submodule 3321, configured to take the target users in the hierarchy as a population of a genetic algorithm, gradually optimize the population to a state containing an approximately optimal solution, and satisfy the constraint condition in the process of optimizing the population to the state containing the approximately optimal solution, where the state of the approximately optimal solution is such that a conversion rate of the target users in the hierarchy for using the electronic red envelope is maximized;
the solving submodule 3322 may be configured to obtain a vector obtained by solving when the conversion rate of the target user using the electronic red packet in the hierarchy is maximized, and obtain the amount of money corresponding to the target user to issue the electronic red packet, where each element in the vector is the amount of money corresponding to the target user to issue the electronic red packet in the hierarchy.
Further, the solving module 332 further comprises:
the first generation submodule 3323 may be configured to, after obtaining the amount of money that the target user correspondingly issues the electronic red pack, obtain a vector obtained by solving when the conversion rate of the target user using the electronic red pack in the hierarchy is maximized, and generate noise values applicable to all target users in the hierarchy based on all target users in the hierarchy corresponding to elements in the vector obtained by solving;
the first updating sub-module 3324 may be configured to add the noise values applicable to all target users in the hierarchy to the solved vector, and update the amount of money corresponding to the electronic red envelope issued by the target user.
Further, the solving module 332 further comprises:
the second generating sub-module 3325, configured to, after obtaining the amount of money that the target user correspondingly issues the electronic red pack, obtain a vector obtained by solving when the conversion rate of the target user using the electronic red pack in the hierarchy is maximized, based on the conversion rate of each target user in the hierarchy corresponding to an element in the vector obtained by solving, generate a noise value applicable to each target user in the hierarchy;
the second updating sub-module 3326 may be configured to add the noise value applicable to each target user in the hierarchical layer to the solved vector, and update the amount of the electronic red envelope issued by the target user.
Further, the second generation submodule 3325 may be specifically configured to perform first-order taylor expansion on the vector obtained by the solution;
the second generating sub-module 3325 may be further configured to generate a noise value applicable to each target user in the hierarchical layer according to a conversion rate of each target user in the hierarchical layer corresponding to an element in the first-order taylor expanded vector.
It should be noted that other corresponding descriptions of the functional units related to the method and apparatus for electronic red envelope provided in this embodiment may refer to the corresponding descriptions in fig. 1 and fig. 2, and are not described herein again.
Based on the method shown in fig. 1 and fig. 2, correspondingly, the present embodiment further provides a storage medium, on which a computer program is stored, and the computer program, when executed by a processor, implements the method for issuing the electronic red packet shown in fig. 1 and fig. 2.
Based on such understanding, the technical solution of the present application may be embodied in the form of a software product, which may be stored in a non-volatile storage medium (which may be a CD-ROM, a usb disk, a removable hard disk, etc.), and includes several instructions for enabling a computer device (which may be a personal computer, a server, or a network device, etc.) to execute the method according to the implementation scenarios of the present application.
Based on the method shown in fig. 1 and fig. 2 and the virtual device embodiment shown in fig. 3 and fig. 4, in order to achieve the above object, an embodiment of the present application further provides a computer device, which may specifically be a personal computer, a server, a network device, and the like, where the entity device includes a storage medium and a processor; a storage medium for storing a computer program; a processor for executing a computer program to implement the method for issuing an electronic red packet as described above with reference to fig. 1 and 2.
Optionally, the computer device may also include a user interface, a network interface, a camera, Radio Frequency (RF) circuitry, sensors, audio circuitry, a WI-FI module, and so forth. The user interface may include a Display screen (Display), an input unit such as a keypad (Keyboard), etc., and the optional user interface may also include a USB interface, a card reader interface, etc. The network interface may optionally include a standard wired interface, a wireless interface (e.g., a bluetooth interface, WI-FI interface), etc.
Those skilled in the art will appreciate that the physical device structure of the electronic red packet issuing provided by the embodiment is not limited to the physical device, and may include more or less components, or combine some components, or arrange different components.
The storage medium may further include an operating system and a network communication module. The operating system is a program that manages the hardware and software resources of the computer device described above, supporting the operation of information handling programs and other software and/or programs. The network communication module is used for realizing communication among components in the storage medium and other hardware and software in the entity device.
Through the above description of the embodiments, those skilled in the art will clearly understand that the present application can be implemented by software plus a necessary general hardware platform, and can also be implemented by hardware. By applying the technical scheme of the application, compared with the prior art, the method can consider the sensitivity of the user to the electronic red packet, based on the dimension of the target user using the electronic red packet, layering the target users, constructing a conversion rate model of the target users in the layering using the electronic red packet by taking the conversion rate of the target users in the layering, which is used along with the change of the amount of the issued electronic red packet, as a parameter, solving the amount of the electronic red packet issued by the target users in the layering, the amount of the electronic red packet can ensure that the conversion rate of the target user using the electronic red packet in the hierarchy is maximized, the user who is not sensitive to the electronic red envelope is given a reduced subsidy amount, the user who is sensitive to the electronic red envelope is given an increased subsidy amount, the target users in the hierarchy can obtain the optimal subsidy amount, so that the consumption of the users using the red envelope is promoted, and the return rate of the electronic red envelope is improved.
Those skilled in the art will appreciate that the figures are merely schematic representations of one preferred implementation scenario and that the blocks or flow diagrams in the figures are not necessarily required to practice the present application. Those skilled in the art will appreciate that the modules in the devices in the implementation scenario may be distributed in the devices in the implementation scenario according to the description of the implementation scenario, or may be located in one or more devices different from the present implementation scenario with corresponding changes. The modules of the implementation scenario may be combined into one module, or may be further split into a plurality of sub-modules.
The above application serial numbers are for description purposes only and do not represent the superiority or inferiority of the implementation scenarios. The above disclosure is only a few specific implementation scenarios of the present application, but the present application is not limited thereto, and any variations that can be made by those skilled in the art are intended to fall within the scope of the present application.
Claims (14)
1. An electronic red packet issuing method, wherein the electronic red packet is issued by a platform, comprising:
the platform is used for layering the target user based on the dimensional characteristics of the target user using the electronic red packet, so that the target user in the layering has similar dimensional characteristics;
the platform takes the conversion rate of the electronic red packet used by the target user in the hierarchy along with the change of the amount of the issued electronic red packet as a parameter, and constructs a conversion rate model of the electronic red packet used by the target user in the hierarchy, wherein the conversion rate model is defined as the following formula:
wherein p isi(xi) Representing that the user is in the hierarchy i, and x is lower than the sum of the obtained electronic red envelopeiThe conversion of (a); n isiIs divided into layersThe proportion of the internal users;
the platform sets a constraint condition according to the amount change of the electronic red packet in the conversion rate model, takes the target users in the hierarchy as the population of a genetic algorithm, gradually optimizes the population to a state containing an approximate optimal solution, the optimal solution state is that the conversion rate of the target users in the hierarchy using the electronic red packet is maximized, a vector obtained by solving when the conversion rate of the target users in the hierarchy using the electronic red packet is maximized is obtained, the amount of the electronic red packet correspondingly issued by the target users is obtained, each element in the vector is the amount of the electronic red packet correspondingly issued by the target users in the hierarchy, and the amount of the electronic red packet correspondingly issued by the target users in the hierarchy is solved;
and the platform issues the electronic red packet to the target user in the hierarchy according to the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
2. The method of claim 1, wherein constructing a conversion rate model of the target users in the hierarchy using the electronic red envelope with the target users in the hierarchy using the electronic red envelope as the amount of the electronic red envelope issued varies as a parameter comprises:
respectively setting the layering proportion of a target user in the layering and the user average subsidy range;
and constructing a conversion rate model of the target user in the hierarchy using the electronic red packet according to the sum of the hierarchy proportion of the target user in the hierarchy and the product of the conversion rate of the electronic red packet used by the target user in the hierarchy along with the change of the amount of money for issuing the electronic red packet.
3. The method of claim 2, wherein setting constraints according to the change of the amount of the electronic red envelope in the conversion rate model, and solving the amount of the electronic red envelope corresponding to the target user in the hierarchy comprises:
determining a constraint condition of the conversion rate model according to the layering proportion of the target user in the layering, the user average subsidy range and the amount change of the electronic red packet in the conversion rate model;
solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy based on a genetic algorithm, and meeting the constraint condition in the process of solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
4. The method according to claim 3, wherein after obtaining the vector obtained by solving when maximizing the conversion rate of the target user using the electronic red envelope in the hierarchy, the method further comprises:
generating noise values suitable for all target users in the hierarchy based on all target users in the hierarchy corresponding to the elements in the vector obtained by solving;
and adding the noise values suitable for all target users in the hierarchy into the vector obtained by the solution, and updating the amount of the electronic red packet correspondingly issued by the target user.
5. The method according to claim 3, wherein after obtaining the vector obtained by solving when maximizing the conversion rate of the target user using the electronic red envelope in the hierarchy, the method further comprises:
generating a noise value suitable for each target user in the hierarchy based on the conversion rate of each target user in the hierarchy corresponding to the elements in the vector obtained by solving;
and adding the noise value suitable for each target user in the hierarchy into the vector obtained by the solution, and updating the amount of the electronic red packet correspondingly issued by the target user.
6. The method of claim 5, wherein generating the noise value applicable to each target user in the hierarchy based on the conversion rate of each target user in the hierarchy corresponding to the element in the solved vector comprises:
performing first-order Taylor expansion on the vector obtained by solving;
and generating a noise value suitable for each target user in the hierarchy according to the conversion rate of each target user in the hierarchy corresponding to the elements in the vector after the first-order Taylor expansion.
7. An electronic red envelope issuing device, wherein the electronic red envelope is issued by a platform, comprising:
the layering unit is used for layering the target user by the platform based on the dimensional characteristics of the electronic red packet used by the target user;
the construction unit is used for constructing a conversion rate model of the target user in the hierarchy using the electronic red packet by taking the conversion rate of the target user in the hierarchy used by the target user along with the change of the amount of the issued electronic red packet as a parameter, wherein the conversion rate model defines the following formula:
wherein p isi(xi) Representing that the user is in the hierarchy i, and x is lower than the sum of the obtained electronic red envelopeiThe conversion of (a); n isiIs the proportion of users in the hierarchy; c, subsidizing the average amount of the electronic red packet for the user; l and U are users U respectivelyiObtaining an upper limit value and a lower limit value of the electronic red packet amount;
the solving unit is used for setting a constraint condition according to the amount change of the electronic red packet in the conversion rate model by the platform, gradually optimizing the population to a state containing an approximate optimal solution by taking the target users in the hierarchy as the population of a genetic algorithm, wherein the optimal solution state is that the conversion rate of the target users in the hierarchy for using the electronic red packet is maximized, obtaining a vector obtained by solving when the conversion rate of the target users in the hierarchy for using the electronic red packet is maximized, obtaining the amount of the target users for correspondingly issuing the electronic red packet, and solving the amount of the target users in the hierarchy for correspondingly issuing the electronic red packet;
and the issuing unit is used for issuing the electronic red packet to the target user in the hierarchy by the platform according to the amount of the electronic red packet issued by the target user in the hierarchy correspondingly.
8. The apparatus of claim 7, wherein the construction unit comprises:
the setting module is used for respectively setting the layering proportion of the target user in the layering and the user average subsidy range;
and the construction module is used for constructing a conversion rate model of the target user in the hierarchy using the electronic red packet according to the sum of the product of the hierarchy proportion of the target user in the hierarchy and the conversion rate of the target user in the hierarchy using the electronic red packet along with the change of the amount of money for issuing the electronic red packet.
9. The apparatus of claim 8, wherein the solution unit comprises:
the determining module is used for determining the constraint condition of the conversion rate model according to the layering proportion of the target user in the layering, the user average subsidy range and the amount change of the electronic red packet in the conversion rate model;
and the solving module is used for solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy based on the genetic algorithm and meeting the constraint condition in the process of solving the amount of the electronic red packet correspondingly issued by the target user in the hierarchy.
10. The apparatus of claim 9, wherein the solving module further comprises:
the first generation submodule is used for generating noise values suitable for all target users in the hierarchy based on all target users in the hierarchy corresponding to elements in the vector obtained by solving after obtaining the vector obtained by solving when the conversion rate of the target users using the electronic red packet in the hierarchy is maximized and obtaining the amount of money corresponding to the target users for issuing the electronic red packet;
and the first updating submodule is used for adding the noise values suitable for all target users in the layering into the vector obtained by the solving and updating the amount of the electronic red packet correspondingly issued by the target users.
11. The apparatus of claim 9, wherein the solving module further comprises:
the second generation submodule is used for generating a noise value suitable for each target user in the hierarchy based on the conversion rate of each target user in the hierarchy corresponding to the elements in the vector obtained by solving after the vector obtained by solving when the conversion rate of the target user using the electronic red packet in the hierarchy is maximized is obtained and the amount of the electronic red packet correspondingly issued by the target user is obtained;
and the second updating submodule is used for adding the noise value suitable for each target user in the layering to the vector obtained by the solving and updating the amount of the electronic red packet correspondingly issued by the target user.
12. The apparatus according to claim 11, wherein the second generation submodule is configured to perform a first-order taylor expansion on the solved vector;
the second generation submodule is specifically further configured to generate a noise value applicable to each target user in the hierarchical layer according to a conversion rate of each target user in the hierarchical layer corresponding to an element in the vector after the first-order taylor expansion.
13. A computer device comprising a memory and a processor, the memory having stored therein a computer program, characterized in that the processor, when executing the computer program, implements the steps of the method according to any of claims 1 to 6.
14. A computer storage medium on which a computer program is stored, characterized in that the computer program, when being executed by a processor, carries out the steps of the method of any one of claims 1 to 6.
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