基于商圈的高端高价卷烟精准投放模式研究——以玉林市为例
Research on Precision Delivery Model of High-End and High-Price Cigarettes Based on Business Circle—A Case Study of Yulin City

目的：随着高端高价卷烟消费需求的不断增长以及烟草商业动能转换的迫切要求，稳步提升卷烟投放水平，将目前采用按“档位”+“区域”的货源投放方式以及经验式的投放转变为更加精准的投放模式是卷烟营销工作的重要探索方向。方法：为此，本文基于外部数据，通过商圈划分和客户标签化评分，形成更为精准的投放模式。结论：基于商圈的高端高价卷烟投放模式，能有效地提高卷烟的投放精准度，最大程度地满足了高端高价卷烟的市场需求。
Objective: With the increasing demand for high-end and high-price cigarettes consumption and the urgent need for tobacco business momentum conversion, it is an important exploration direction forsteadily increasing the level of cigarette delivery and changing the current delivery mode of goods by “grade” + “area” and the empirical delivery mode to a more accurate delivery mode. Method: For this purpose, based on external data, this paper forms a more accurate delivery mode through business circle division and customer tagging score. Conclusion: The delivery mode of high-end and high-price cigarettes based on business circles can effectively improve the accuracy of cigarette delivery and meet the market demand of high-end and high-price cigarettes to the maximum extent.