Abstract: In the era of big data, persona based on massive data is attracting much attention from both theoretical and business circles. However, there is a lack of clear and consistent cognition to the conceptual origin, methods, applications of it in the academic circle. Based on the literature review, the concept and four types view of persona are summarized. The methods and tools of it are stated. Furthermore, taking the practice of typical Internet enterprise who have used persona as background, the main application field, common methods and potential value of persona are compared.

Key words: persona, conceptual origin, perspective of persona, application area

摘要： 大数据时代，基于海量数据的“用户画像”正引起理论界与实业界的众多关注。基于文献回顾，总结用户画像的概念内涵及四类画像视角，阐述常用的画像方法、工具，以典型互联网企业用户画像实践为背景，比较互联网领域用户画像的主要应用场景、常用画像方法和潜在价值。

关键词: 用户画像, 概念溯源, 画像视角, 应用场景