CN112767046B

CN112767046B - Method and device for constructing non-standardized service product

Info

Publication number: CN112767046B
Application number: CN202110109005.8A
Authority: CN
Inventors: 范凌
Original assignee: Tezign Shanghai Information Technology Co Ltd
Current assignee: Tezign Shanghai Information Technology Co Ltd
Priority date: 2021-01-26
Filing date: 2021-01-26
Publication date: 2022-04-05
Anticipated expiration: 2041-01-26
Also published as: CN112767046A

Abstract

The application discloses a method and a device for constructing a non-standardized service product, wherein the method comprises the steps of collecting internal industry historical data and abstracting a plurality of service levels by combining external expert judgment; summarizing a price interval of the materials of each service level except the basic materials based on the industry historical data; and constructing a multi-level service product according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details. The method and the system solve various problems caused by the fact that the existing non-standardized service long-tail enterprises built by the head enterprises cannot be reused.

Description

Method and device for constructing non-standardized service product

Technical Field

The application relates to the technical field of creative marketing, in particular to a method and a device for constructing a non-standardized service product.

Background

In the creative marketing industry, in the face of differentiated industry and demand, enterprises provide non-standardized service and pricing for clients, although head enterprises try to establish market standards, due to the limited enterprise service field, the whole market is full of hundreds of standards, and long-tailed enterprises still cannot be reused, so that the problems generated by the enterprise include but are not limited to: 1. differential pricing is adopted, financial loopholes are easy to generate, and enterprise capital loss is caused; 2. the delivery does not conform to the expectation, lengthening the project cycle; 3. the settlement cost exceeds or is far lower than the expectation, and the early-stage prediction and control of the marketing budget pair of the enterprise are influenced; 4. the long-tail enterprises lack service reference, and inferior coins remove good coins.

In summary, there is a need to provide a more general non-standardized service product construction method suitable for long-tailed enterprises to solve the above problems.

Disclosure of Invention

The application mainly aims to provide a method and a device for constructing a non-standardized service product, and various problems caused by the fact that existing non-standardized service long-tail enterprises constructed by head enterprises cannot be reused are solved.

To achieve the above object, according to a first aspect of the present application, there is provided a method of non-standardized service product construction.

The method for constructing the non-standardized service product comprises the following steps:

collecting internal industry historical data and combining external expert judgment to abstract a plurality of service levels;

summarizing a price interval of the materials of each service level except the basic materials based on the industry historical data;

and constructing a multi-level service product according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details.

Optionally, after constructing a multi-level service product according to the material of each service level and the price interval corresponding to the material, and by combining the image-text details, the method further includes:

delivering and displaying multi-level service products; and the number of the first and second electrodes,

collecting behavior data and transaction data related to each level of service product generated by a user;

and dynamically adjusting the structure of the price interval and/or the service hierarchy according to the change of the behavior data and the transaction data based on a feedback mechanism.

Optionally, the service levels from bottom to top are:

the system comprises basic materials, service categories, product structures and package combinations, wherein each service level comprises a plurality of parallel level materials.

Optionally, the dynamically adjusting the price interval and/or the service hierarchy structure according to the change of the behavior data and the transaction data based on the feedback mechanism includes:

analyzing the behavior data and the change of the transaction data within a preset time length, and determining the characteristic change of the hierarchical material in the service hierarchy;

and judging whether to adjust the structure of the service hierarchy or not according to the characteristic change.

Optionally, the collecting internal industry history data and combining external expert judgment to abstract out a plurality of service levels includes:

collecting the historical user requirements of different internal industries, and splitting the historical user requirements;

carrying out service level induction on the split user requirements based on a clustering algorithm;

and adjusting the service levels by combining with external expert judgment, and finally determining the plurality of service levels.

Optionally, the inducing the price interval of the material of each service level except the base material based on the industry historical data includes:

mapping the price of each level material in each service level based on the industry historical data;

and summarizing the price interval corresponding to each layer material in a mode of carrying out probability distribution on a plurality of historical prices corresponding to each layer material.

To achieve the above object, according to a second aspect of the present application, there is provided another apparatus for non-standardized service product construction.

The device built according to the non-standardized service product comprises:

the hierarchy determining module is used for collecting internal industry historical data and abstracting a plurality of service hierarchies by combining external expert judgment;

the price determining module is used for summarizing a price interval of the materials of each service level except the basic materials based on the industry historical data;

and the service product construction module is used for constructing multi-level service products according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details.

Optionally, the apparatus further comprises:

the display module is used for releasing and displaying multi-level service products after the multi-level service products are constructed according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details;

the user data collection module is used for collecting behavior data and transaction data related to each level of service products generated by a user;

and the adjusting module is used for dynamically adjusting the structure of the price interval and/or the service hierarchy according to the change of the behavior data and the transaction data based on a feedback mechanism.

Optionally, the service levels from bottom to top are:

Optionally, the adjusting module is further configured to:

Optionally, the hierarchy determining module is further configured to:

Optionally, the price determining module is further configured to:

To achieve the above object, according to a third aspect of the present application, there is provided a computer-readable storage medium storing computer instructions for causing the computer to execute the method for non-standardized service product construction according to any one of the first or second aspects.

In order to achieve the above object, according to a fourth aspect of the present application, there is provided an electronic apparatus comprising: at least one processor; and a memory communicatively coupled to the at least one processor; wherein the memory stores a computer program executable by the at least one processor, the computer program being executable by the at least one processor to cause the at least one processor to perform the method of non-standardized service product construction according to any one of the first aspect.

In the method and the device for constructing the non-standardized service product, a plurality of service levels are abstracted by collecting internal industry historical data and combining external expert judgment; summarizing a price interval of the materials of each service level except the basic materials based on the industry historical data; and constructing a multi-level service product according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details. It can be seen that the method for constructing non-standardized service products in the embodiment of the present application is equivalent to providing a service construction (including service pricing) model, which can help long-tailed enterprises to construct a material service system meeting their own needs. And meanwhile, a standard solution for constructing non-standardized services is provided for the industry.

Drawings

The accompanying drawings, which are incorporated in and constitute a part of this application, serve to provide a further understanding of the application and to enable other features, objects, and advantages of the application to be more apparent. The drawings and their description illustrate the embodiments of the invention and do not limit it. In the drawings:

FIG. 1 is a flow chart of a method for non-standardized service product construction provided in accordance with an embodiment of the present application;

FIG. 2 is a flow chart of another method for non-standardized service product build provided in accordance with an embodiment of the present application;

FIG. 3 is a block diagram of an apparatus for non-standardized service product construction according to an embodiment of the present application;

fig. 4 is a block diagram of another non-standardized service product building apparatus provided in accordance with an embodiment of the present application.

Detailed Description

In order to make the technical solutions better understood by those skilled in the art, the technical solutions in the embodiments of the present application will be clearly and completely described below with reference to the drawings in the embodiments of the present application, and it is obvious that the described embodiments are only partial embodiments of the present application, but not all embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present application.

It should be noted that the terms "first," "second," and the like in the description and claims of this application and in the drawings described above are used for distinguishing between similar elements and not necessarily for describing a particular sequential or chronological order. It should be understood that the data so used may be interchanged under appropriate circumstances such that embodiments of the application described herein may be used. Furthermore, the terms "comprises," "comprising," and "having," and any variations thereof, are intended to cover a non-exclusive inclusion, such that a process, method, system, article, or apparatus that comprises a list of steps or elements is not necessarily limited to those steps or elements expressly listed, but may include other steps or elements not expressly listed or inherent to such process, method, article, or apparatus.

It should be noted that the embodiments and features of the embodiments in the present application may be combined with each other without conflict. The present application will be described in detail below with reference to the embodiments with reference to the attached drawings.

According to an embodiment of the present application, a method for constructing a non-standardized service product is provided, where the method is implemented at a server side, and as shown in fig. 1, the method includes the following steps:

s101, collecting internal industry historical data and combining external expert judgment to abstract a plurality of service levels.

The internal part refers to the internal part of an enterprise, and historical data is divided into historical data of different industries according to different industries. The external experts are experts in creative services of various industries.

The specific implementation of the step comprises the following steps:

firstly, collecting the historical user requirements of different internal industries, and splitting the historical user requirements;

the creative service is provided for the user and meets the requirements of the user corresponding to the enterprise, so that the requirements of the user are one of important data which needs to be referred to by the service construction. For example, the user's needs may be "cake e-commerce shop design", "mobile phone advertisement video design", and the like.

The specific user requirements can be classified and collected according to different industries. It should be noted that, in practical applications, if the internal historical data amount is small, the internal historical data amount can also be obtained by means of online questionnaires or offline interviews.

After the user requirement is acquired, splitting the user requirement, wherein the specific splitting mode is as follows: and extracting corresponding keywords according to related information such as materials, services, commodity types and the like contained in the requirements. Each user requirement split may be followed by a combination of multiple keywords (also referred to as keywords).

Secondly, carrying out service level induction on the split user requirements based on a clustering algorithm;

and respectively summarizing the split user requirements of different industries according to a preset clustering algorithm. The service level can be well defined by referring to the standard of the industry in advance, for example, 4 layers of service levels can comprise basic materials, service categories, product structures and package combinations, and the service level can be summarized according to the actual clustering result after clustering. In summary, the service hierarchy is a division of the hierarchy from small to large. For example, for a base material, a service category, a product structure, and a package combination, the level of the base material is the lowest, the range is the lowest, and the level of the package combination is the highest.

The clustering algorithm may be any existing algorithm that can implement clustering, such as K-means clustering algorithm, mean shift clustering, and the like. When generalizing the service hierarchy according to the clustering algorithm, some criteria already existing in the industry are referred to.

And finally, adjusting the service levels by combining with external expert judgment, and finally determining the plurality of service levels.

After the service levels are summarized through the clustering algorithm, in order to ensure the rationality of level division, the detection is carried out by combining the experience of external experts, the specific detection mode can be an online questionnaire mode or an offline interview answering mode, and finally the service levels are adjusted through the clustering algorithm by integrating the opinions of the experts to obtain the final service levels.

The embodiment of the application uses the obtained service levels as basic materials, service categories, product structures and package combinations to explain each service level:

a. base material: such as pictures, videos, documentaries, etc.;

b. service categories: such as planar illustration, 3D primary vision, etc.;

c. the product structure is as follows: such as plan artwork design, store detail page design, etc.;

d. a package tenant: such as twenty-one marketing, product innovation, private domain traffic, syndication marketing, etc.

Each level is composed of multiple levels of material corresponding to the level, and different levels of material generally correspond to different classifications. Such as service category mid-plane artwork, is a different kind of hierarchical material than 3D primary vision. It should be noted that the types of hierarchical materials in each hierarchy and the specific contents in the specific hierarchical materials corresponding to different industries may be different.

In practical applications, different enterprises may have different results when performing hierarchical inductive classification in the manner of the embodiments of the present application.

And S102, summarizing the price interval of the materials of each service level except the basic materials based on the industry historical data.

The specific implementation of the step is as follows: mapping the price of each level material in each service level based on the industry historical data; and summarizing the price interval corresponding to each layer material in a mode of carrying out probability distribution on a plurality of historical prices corresponding to each layer material.

If the historical data has a plurality of historical prices (which may be the same price or different prices) corresponding to the hierarchical material, the plurality of historical prices determine the price interval corresponding to the hierarchical material based on the principle of normal distribution, for example, the price with the highest probability in the normal distribution is selected or the price interval is determined according to the average value. The price interval may be set to a reasonable floating range, for example, 10%, 8%, etc. If the corresponding historical prices are not available or the number of the corresponding historical prices is extremely small, the user can customize the price according to similar standards in experts or industries.

In addition, when price intervals are summarized from history data for data verification, a part of the history data is selected and summarized, and the rest is verified. For example, 80% of the historical data may be selected for summarization and 20% of the historical data may be checked.

Here, it should be noted that there is no determination of the price section for the base material, and since the price of the base material has no practical meaning, the smallest particles are the service category when the user purchases the creative service.

And S103, constructing a multi-level service product according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details.

The image-text details comprise description, details, recommendation and the like of each layer material in each service layer. The method comprises the steps of establishing multi-level service products according to materials and price sections corresponding to the materials of each service level and combining image-text details, and finally obtaining all service products of different levels by combining the materials of each level in each service level, the price sections corresponding to the materials of the level and the image-text details of each level to obtain each service product (service sku).

It should be noted that the service product is a service product with a price, and therefore the service product constructed here does not include a base material service product.

From the above description, it can be seen that, in the method for constructing a non-standardized service product according to the embodiment of the present application, a plurality of service levels are abstracted by collecting internal industry history data and combining external expert judgment; summarizing a price interval of the materials of each service level except the basic materials based on the industry historical data; and constructing a multi-level service product according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details. It can be seen that the method for constructing non-standardized service products in the embodiment of the present application is equivalent to providing a service construction (including service pricing) model, which can help long-tailed enterprises to construct a material service system meeting their own needs. And meanwhile, a standard solution for constructing non-standardized services is provided for the industry.

Further, as a supplement to the above embodiments, the embodiments of the present application further include:

after step S103, delivering and displaying multi-level service products; collecting behavior data and transaction data related to each level of service products generated by the user; and dynamically adjusting the structure of the price interval and/or the service hierarchy according to the change of the behavior data and the transaction data based on a feedback mechanism. Specifically, the price interval and/or the service hierarchy structure is dynamically adjusted according to the change of the behavior data and the transaction data based on a feedback mechanism. "further includes: analyzing the behavior data and the change of the transaction data within a preset time length, and determining the characteristic change of the hierarchical material in the service hierarchy; and judging whether to adjust the structure of the service hierarchy or not according to the characteristic change. Wherein the material may be characterized by sales, revenue, browsing volume, time-of-day demand, and the like.

Considering that the user's needs may change over time after the sku is constructed in the above-described manner, the service sku constructed previously is not suitable. The method and the device have the advantages that the mechanism capable of dynamically adjusting the service sku is arranged, and flexibility and expandability of constructing service products are improved. The specific implementation is as follows: after the multi-level service sku is constructed in the embodiment of the application, the service sku list is displayed in a mall. And then, acquiring the use data and the service data of the user, namely behavior data and transaction data of each service sku, by using a front-end point burying mode and an external crawler mode. Behavior data includes clicks, browsing, consulting, favorites, recommending friends, and so forth. Transaction data includes ordering, payment, etc. data relating to the transaction. And deconstructing and storing the collected data in an internal data structure. Analyzing based on the collected data, such as counting the characteristics of sales volume and income of each service product in each industry, or analyzing the change of the characteristics of sales volume and income of each service product; and the like. Then, according to the analysis result, it is determined whether the division of the existing service hierarchy (service hierarchy structure) or the dynamic adjustment of the service product is required. Adding some levels and increasing the types of the level materials of a certain level; or deleting a certain level or deleting one or more levels of materials in a certain level; or the hierarchical material in the lower hierarchy is independently lifted from the original hierarchy to the previous hierarchy to be used as a new hierarchical material in the previous hierarchy. For example, when the sales or profit of a certain level of material alone exceeds a certain value, it will be referred to the upper level alone. The determination factor for determining whether to perform the dynamic adjustment may be: size of sales, size of revenue, size of browsing, market demand (e.g., different time period demands are different, such as "double eleven marketed" service products not needed at early years), etc.

In addition, in practical applications, historical data collected over a period of time may be added to the service hierarchy re-division in step S101, and the original hierarchy structure may be adjusted according to the result of the re-division. It should be noted that this method can be used alone or in combination with the aforementioned method of adjusting the hierarchical structure. The specific combination mode can be as follows: adjustment is performed in the above manner for a short period of time (e.g., one week or one month); the two modes are combined and adjusted for a long time (such as a quarter or a year).

In addition, when the service hierarchy structure is adjusted, the price of the hierarchy material can be adjusted. The price adjustment can be realized by repeating the collection of price intervals according to the historical price of the new historical data, and can also be realized by adaptively adjusting the price range according to the market.

Further, as shown in fig. 2, a specific process of a method for constructing another non-standardized service product provided in the embodiment of the present application is as follows: collecting data, obtaining a material service hierarchy through internal data precipitation and external expert interview, dividing a price interval, verifying historical data, constructing a service sku, combining webpage product popularization, collecting use data, dynamically adjusting a hierarchy structure and a price interval, obtaining a new service sku, and continuing popularization. The entire flow may be viewed as building a dynamically adjustable model of the service sku.

Wherein "collecting data-obtaining a material service level through internal data precipitation and external expert interview" corresponds to the implementation in step S101 above; wherein the step of dividing price interval-historical data check corresponds to the step of S102; wherein "construct service sku" corresponds to the implementation in step S103 above; the method comprises the following steps of combining webpage product promotion, collecting use data, dynamically adjusting a hierarchical structure and a price interval to obtain a new service sku, and continuing to promote the corresponding step to launch and display multi-level service products; collecting behavior data and transaction data related to each level of service products generated by the user; and dynamically adjusting the structure of the price interval and/or the service hierarchy according to the change of the behavior data and the transaction data based on a feedback mechanism. "is specifically realized.

Finally, the beneficial effects of the method for constructing the non-standardized service product of the application are summarized as follows:

collecting multi-dimensional data, having advantages of cross-industry creative service data and expert label data (historical data and expert experience), being capable of depositing and constructing a service category system (service level) of industry authentication, and establishing a training set, a verification set and a test set of prices by using machine learning algorithm logic based on business data (behavior data and transaction data) to construct a price verification model meeting industry appeal; meanwhile, the system is combined with a user-oriented universal product, collects user data and provides a standard solution for the industry, and helps long and medium-tailed enterprises to construct a material service system meeting the requirements of the long and medium-tailed enterprises.

It should be noted that the steps illustrated in the flowcharts of the figures may be performed in a computer system such as a set of computer-executable instructions and that, although a logical order is illustrated in the flowcharts, in some cases, the steps illustrated or described may be performed in an order different than presented herein.

There is also provided, according to an embodiment of the present application, an apparatus for implementing non-standardized service product building of the method of fig. 1, as shown in fig. 3, the apparatus including:

the hierarchy determining module 21 is configured to collect internal industry history data and abstract a plurality of service hierarchies by combining external expert judgment;

a price determining module 22, configured to summarize price intervals of materials of each service level except for the base material based on the industry history data;

and the service product construction module 23 is configured to construct a multi-level service product according to the material of each service level and the price interval corresponding to the material, and by combining the image-text details.

From the above description, it can be seen that, in the device constructed by the non-standardized service product according to the embodiment of the present application, a plurality of service levels are abstracted by collecting internal industry history data and combining with external expert judgment; summarizing a price interval of the materials of each service level except the basic materials based on the industry historical data; and constructing a multi-level service product according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details. It can be seen that the method for constructing non-standardized service products in the embodiment of the present application is equivalent to providing a service construction (including service pricing) model, which can help long-tailed enterprises to construct a material service system meeting their own needs. And meanwhile, a standard solution for constructing non-standardized services is provided for the industry.

Further, as shown in fig. 4, the apparatus further includes:

the display module 24 is used for displaying the multi-level service products after the multi-level service products are constructed according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details;

the user data collection module 25 is used for collecting behavior data and transaction data related to each hierarchy of service products generated by a user;

and the adjusting module 26 is used for dynamically adjusting the structure of the price interval and/or the service hierarchy according to the change of the behavior data and the transaction data based on a feedback mechanism.

Further, the service levels from bottom to top are:

Further, the adjusting module 26 is further configured to:

Further, the hierarchy determining module 21 is further configured to:

Further, the price determination module 22 is further configured to:

Specifically, the specific process of implementing the functions of each unit and module in the device in the embodiment of the present application may refer to the related description in the method embodiment, and is not described herein again.

According to an embodiment of the present application, there is further provided a computer-readable storage medium, wherein the computer-readable storage medium stores computer instructions for causing the computer to execute the method for non-standardized service product construction in the above method embodiment.

According to an embodiment of the present application, there is also provided an electronic device, including: at least one processor; and a memory communicatively coupled to the at least one processor; wherein the memory stores a computer program executable by the at least one processor, the computer program being executable by the at least one processor to cause the at least one processor to perform the method of non-standardized service product construction in the above method embodiments.

It will be apparent to those skilled in the art that the modules or steps of the present application described above may be implemented by a general purpose computing device, they may be centralized on a single computing device or distributed across a network of multiple computing devices, and they may alternatively be implemented by program code executable by a computing device, such that they may be stored in a storage device and executed by a computing device, or fabricated separately as individual integrated circuit modules, or fabricated as a single integrated circuit module from multiple modules or steps. Thus, the present application is not limited to any specific combination of hardware and software.

The above description is only a preferred embodiment of the present application and is not intended to limit the present application, and various modifications and changes may be made by those skilled in the art. Any modification, equivalent replacement, improvement and the like made within the spirit and principle of the present application shall be included in the protection scope of the present application.

Claims

1. A method of non-standardized service product construction for creative marketing, the method comprising:

summarizing a price interval of the materials of each service level except the basic material level based on the industry historical data; constructing a multi-level service product according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details;

wherein, the price interval of the materials of each service level except the basic material level is summarized based on the industry historical data, and the method further comprises the following steps:

dividing the industry historical data into industry historical data for induction and industry historical data for verification according to a preset proportion;

if a plurality of historical prices corresponding to the level material exist in the industry historical data, determining a price interval corresponding to the level material based on normal distribution by the plurality of historical prices;

if the level material does not correspond to the historical price or the corresponding historical price quantity is less, carrying out custom price interval according to similar standards in experts or industries;

wherein, collect inside trade historical data and combine outside expert's judgement, abstract out a plurality of service levels, include:

collecting historical user requirements of different internal industries, splitting the historical user requirements, wherein the historical user requirements are classified and collected according to different industries; and generalizing the service level of the split user requirements based on a clustering algorithm, comprising the following steps: after clustering, summarizing service levels according to clustering results, wherein the service levels are divided from a small range to a large range, and the service levels are sequentially from bottom to top: the system comprises basic materials, service categories, product structures and package combinations, wherein each service level comprises a plurality of parallel level materials.

2. The method of claim 1, wherein after constructing a multi-level service product according to the materials and the corresponding price interval of each service level and combining the graphic details, the method further comprises:

3. The method of claim 2, wherein the dynamically adjusting the price interval and/or the service hierarchy structure according to the behavior data and the transaction data based on the feedback mechanism comprises:

4. The method of non-standardized service product construction according to claim 1, wherein the collecting internal industry history data and abstracting a plurality of service levels in combination with external expert judgment comprises:

5. The method of non-standardized service product construction as claimed in claim 1, wherein the inducing price intervals of materials of each service level except base materials based on the industry history data comprises:

6. An apparatus for non-standardized service product construction for creative marketing, the apparatus comprising:

the price determining module is used for summarizing price intervals of materials of each service level except the basic material level on the basis of the industry historical data;

the service product construction module is used for constructing multi-level service products according to the materials of each service level and the corresponding price interval thereof and by combining the image-text details;

7. The apparatus of non-standardized service product build according to claim 6, further comprising:

8. A computer-readable storage medium storing computer instructions for causing a computer to perform the method for non-standardized service product construction for creative marketing of any one of claims 1-5.

9. An electronic device, comprising: at least one processor; and a memory communicatively coupled to the at least one processor; wherein the memory stores a computer program executable by the at least one processor to cause the at least one processor to perform the method for non-standardized service product construction for creative marketing of any one of claims 1-5.