基于隐喻抽取技术的烟草商业企业客户服务体验研究

Research on Customer Service Experience of Tobacco Commercial Enterprises Based onZaltmam Metaphor Elicitation Technique

近年来,随着烟草企业数字化转型不断推进、新型客我关系逐步建立、工商零协同营销不断深入,卷烟营销队伍转型升级已然势在必行。以ZMET隐喻抽取技术和扎根理论为理论基础,通过对烟草零售客户关于卷烟营销工作服务体验的调研,构建零售客户的体验心智模型,从而了解对于服务对象而言,成功开展卷烟营销工作包含的属性元素、用户需求以及价值,形成H(属性)、C(用户需求)、V(价值)共识地图,进而找出当前卷烟营销一线人员在市场营销服务工作中存在的问题。最后,从行业、企业、员工三个层面提出烟草营销队伍转型的建议。

In recent years,with the continuous advancement of the digital transformation of tobacco companies,the gradual establishment of new customer-customer relationships,and the deepening of industrial and commercial zero-coordinated marketing,the transformation and upgrading of cigarette marketing teams has become imperative.Based on the ZMET metaphor extraction technology and grounded theory,a retail customer’s experience mental model was built through the investigation of tobacco retail customers’service experience of cigarette marketing,so as to understand the success of cigarette marketing for service objects,attribute elements,user needs and values,and a consensus map of H(attribute)C(user needs)V(value)was formed,then the problems existing in the current cigarette marketing front-line personnel in the marketing service work were found out.Finally,according to the industry,enterprise and emplotees,Suggestions are put forward for the transformation of the tobacco marketing team.