基于大数据的工商协同营销模式研究

Research on the industrial-commercial synergymarketing model based on big data

随着信息化的发展,以及《国务院关于实施健康中国行动的意见》等控烟政策的发布,国家层面对烟草销售、购买的政策趋向逐步收紧,传统的烟草行业面临严峻挑战.从2015年至今,新零售发展迅猛,与此同时也产生了大量数据,烟草行业与大数据的结合势在必行.烟草行业信息化与行业中一致推行的工商营销协同已成为当前重要的课题.通过探索目前烟草行业的理念以及工商协同营销的案例,结合大数据以及烟草行业自身特征,对烟草行业的工商协同模式进行研究.新模式对于烟草行业的信息化改革发展具有重要指导意义.

With the development of informatization and the issuance of anti-smoking policies such as the"Opinions on Implementing the Healthy China Action"by the State Council,the policy orientation at the national level towards to-bacco sales and purchases is gradually tightening.This poses severe challenges to the traditional tobacco industry.Since 2015,the development of new retail has been rapid,generating a substantial amount of data.Concurrently,the integration of the tobacco industry with big data is becoming imperative.The informatization of the tobacco industry and the consistent promotion of industrial-commercial marketing synergy have become crucial topics.The article explores the current concepts in the tobacco industry and cases of industrial-commercial synergy marketing.Combining big data with the unique characteristics of the tobacco industry,the study focuses on researching the industrial-commercial synergy model in the tobacco industry.The new model holds significant guiding significance for the informatization reform and development of the tobacco industry.