数字化转型背景下卷烟营销体系现代化构建路径研究

Research on the construction path of modernization of cigarette marketing system under the background of digital transformation

摘要

在经济数字化浪潮加速推进的当下，卷烟营销体系正面临渠道碎片化、消费者需求多元化与监管趋严等多重挑战。本文基于价值共创视角，系统梳理卷烟行业数字化转型的外部环境与内部动因，聚焦数据资产、技术平台与组织机制三大核心要素，提出营销体系现代化的总体框架与实施路径。文章运用案例比较、文献演绎与实地访谈等方法，阐释“数据驱动—场景融合—智能服务”三阶段路径，并提出保障措施。研究发现：构建以消费者为中心的数据闭环、实现线上线下一体化协同、强化算法赋能的精准触达，是提升卷烟营销韧性与效率的关键；而顶层设计、合规治理与人才生态则是转型成败的决定性因素。本文为烟草企业的数字化战略提供了可操作的理论依据与实践启示。

Abstract

In the current era of accelerating economic digitization, China’s cigarette marketing system faces multiple challenges including fragmented distribution channels, diversified consumer demands, and increasingly stringent regulatory requirements. This study examines the external environment and internal drivers of digital transformation in the tobacco industry through a value co-creation lens. Focusing on three core elements—data assets, technological platforms, and organizational mechanisms—the paper proposes an overall framework and implementation roadmap for modernizing marketing systems. Utilizing case comparisons, literature analysis, and field interviews, it elaborates a three-phase approach of “data-driven, scenario-integrated, and intelligent service” with corresponding safeguard measures. The research reveals that establishing a consumer-centric data loop, achieving integrated online-offline coordination, and enhancing algorithm-powered precision targeting are crucial for improving marketing resilience and efficiency. Meanwhile, top-level design, compliance governance, and talent ecosystem development serve as decisive factors for successful transformation. This study provides actionable theoretical foundations and practical insights for tobacco enterprises’ digital strategies.

关键词

卷烟营销 / 数字化转型 / 数据治理 / 全渠道协同 / 智能服务

Key words

cigarette marketing / digital transformation / data governance / omni-channel collaboration / intelligent service

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