数字营销背景下销售信用体系构建助力品牌诚信建设——基于HJY卷烟的经验证据  

Building a Sales Credit System in the Context of Digital Marketing to Help Build Brand Integrity:Take the HJY(AS)as an Example

作　　者：郭国峰[1] 肖洪 胡亚南 Guo Guofeng;Xiao Hong;Hu Yanan(School of Business,Zhengzhou University,Zhengzhou 450001,Henan,China;Marketing Center of China Tobacco Henan Industrial Corporation,Zhengzhou,450001 Henan,China)

机构地区：[1]郑州大学商学院,河南郑州450001 [2]河南烟草工业有限责任公司销售分公司,河南郑州450001

出　　处：《征信》2022年第8期42-48,共7页Credit Reference

基　　金：国家社会科学基金青年项目(19CTJ010);河南中烟市场营销中心与郑州大学校企合作项目(2018410002300287)。

摘　　要：随着互联网时代下烟草经济的发展,卷烟市场的营销环境呈现出不确定性和复杂性,销售信用风险也随之而来。如何打造烟草市场的数字营销布局,实现重点烟草品牌诚信管理,发挥销售信用体系的作用,显得尤为必要。以HJY(AS)为例,将景气指数的概念运用到卷烟品牌中,并构建可操作性较强的卷烟销售信用体系,在精准监测中实现企业数字营销模式的转变,并提高卷烟品牌的市场竞争力,促进烟草营销由“经验营销”向“数字营销”转变,助力打造良好的行业信用生态。研究发现:卷烟销售信用指标的波动幅度较大,但整体变化趋势与景气指数一致;整体来看,AS呈上行趋势;分指标来看,订足率和订足户数表现较差。企业应及时利用预警信息调整供需布局,充分利用数字营销优势,推动品牌诚信打造。With the development of the tobacco economy in the Internet era,the marketing environment of the cigarette market presents uncertainty and complexity,and sales credit risks have also emerged.It is particularly necessary to create a digital marketing layout for the tobacco market,to achieve integrity management of key tobacco brands,and to play the role of an“alarm”for the sales credit system.This paper takes HJY(AS)as an example,applies the concept of prosperity index to cigarette brands,and builds a strong operational cigarette sales credit system.This system can realize the transformation of enterprise digital marketing mode in precise monitoring,improve the market competitiveness of the cigarette brand,and promote tobacco marketing from“experience marketing”to“digital marketing”,helping to build a good business credit ecology.The study found that the tobacco brand warning index fluctuates widely,but the overall trend is consistent with the prosperity index;that on the whole,the AS is on an upward trend;and that individually,the subscription rate and the number of subscribers are performing poorly.It’s necessary for enterprises to timely use the early warning information to adjust the layout of supply and demand,make full use of digital marketing advantages,and promote brand integrity building.

关 键 词：数字营销 销售信用体系 品牌诚信 卷烟 景气指数 

分 类 号：F832.2[经济管理—金融学]