在新时代背景下数据营销生态体系的思考——以Y市市局为例

Reflections on the Data Marketing Ecosystem in the New Era—Taking the Y Bureau as an Example

当前,行业数据营销工作在平稳发展,但于不同的地域来说,仍不同程度的存在市场环境复杂、运行调控粗放、渠道掌控困难、基础管理薄弱、人员活力不够等问题。本文针对行业数据营销开展工作过程中的问题,以玉林市局为例,对基层数据营销生态体系的构建和以卷烟营销市场化取向改革总体要求为指引,应用互联网、大数据与人工智能等新技术和精益工具,融合新零售发展理念,推动数据驱动的协调与统一,让数据和营销具备互联互通的生长力,用数据“粮仓”涵养高质量发展的生命力。

Currently, industry data marketing work is developing steadily, but in different regions, there are still varying degrees of problems such as complex market environments, extensive operational regulation, difficult channel control, weak basic management, and insufficient personnel vitality. This article focuses on the problems encountered in the implementation of industry data marketing. Taking Yulin Municipal Bureau as an example, the construction of a grassroots data marketing ecosystem and the overall requirements of market-oriented reform in cigarette marketing are guided. New technologies and lean tools such as the Internet, big data, and artificial intelligence are applied to integrate new retail development concepts, promote data-driven coordination and unity, and enable data and marketing to have the growth power of interconnectivity, using data as a “granary” to nourish the vitality of high-quality development.