Abstract：［Purpose/significance］ User portrait describes the behavioral characteristics of the user group of a specific product，and provides merchants with multifaceted user information，so that merchants can understand their customers，improve products or services，and bring possibilities for precision marketing［Method/process］ Based on the online review，the conceptual model of user portrait is constructed from three dimensions：user information attribute，hotel information attribute and user evaluation information attributeThen the tool of Protégé is used to establish the ontology to realize the association between user portrait attributes，and accomplish the complete description of the hotel users’ characteristics［Result/conclusion］ Taking the online reviews of Ctrip hotels in Beijing as an example，the dimensions of user，hotel，and comment information are visualized to build user portraitThe result provides basis for merchants to understand customers’ needs and implement the strategy of precision marketing
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