Document Type



As a model framework of outlining the network target group and locking user's demand trait, Personas can be used to reveal the characteristics and behaviors of the user efficiently and accurately. Setting the data of SINA Weibo users as research object, a comprehensive description of the multi-dimensional user characteristics as the main purpose, the K-means clustering algorithm as a technical means, this paper mines the user data deeply, then builds a Personas model, finally visualizes the results of Personas model based on Matlab. In this paper, the proposed method of building a Personas model provides a reference for practical application problems, such as the accurate locking of potential users and the targeted delivery of network advertising.