地市级烟草商业企业卷烟营销市场状态研判与应用

Research and Application on Cigarette Marketing Market Status of Prefecture-Level Tobacco Commercial Enterprises

文章以地市级烟草商业企业卷烟精准营销为例开展研究,详细阐述了卷烟市场状态研判的数据抽样与预处理、状态研判指标模型构建、模型应用与展示等内容,利用大数据技术实现需求侧到供给侧的信息闭环,通过实时监控研判市场供需状态,及时响应市场需求,提升了零售客户盈利水平,增强了地市级商业企业的零售渠道掌控力,达到为零售客户经营环境赋能增效的目的。

This paper takes the precision marketing of cigarettes in prefecture-level tobacco commercial enterprises as an example to carry out research,elaborating the data sampling and pre-processing of cigarette market status research and judgment,the construction of status research and judgment index model,the application and display of model and other contents.This article realizes the closed-loop information from the demand side to the supply side by using big data technology,and responds to the market demand in time by real-time monitoring the market supply and demand state.It improves the profit level of retail customers,strengthens the control of retail channels of prefecture-level commercial enterprises,and achieves the purpose of enhancing the operating environment of retail customers.