基于扎根分析的卷烟零售客户成长模型构建与成长路径设计  

Construction of Cigarette Retail Customer Growth Model and Design of Growth Path Based on Grounded Analysis

作　　者：费铁桥 欧阳诚军 涂阳军[2] FEI Tieqiao;OUYANG Chengjun;TU Yangjun(Hunan Tobacco Company Chenzhou Company,Chenzhou 423000,Hunan;Business School of Hunan University,Changsha 410082,Hunan)

机构地区：[1]湖南省烟草公司郴州市公司,湖南郴州423000 [2]湖南大学工商管理学院,湖南长沙410082

出　　处：《湖南工业职业技术学院学报》2024年第4期41-46,共6页Journal of Hunan Industry Polytechnic

摘　　要：促进卷烟零售客户成长是烟草商业企业卷烟营销工作的重要课题。通过对卷烟零售客户、客户经理、营销管理人员等进行访谈获取文本数据,通过搜索获取网络文本数据,运用扎根理论分析方法构建出卷烟零售客户“四维”成长模型,设计出了卷烟零售客户四条成长路径,即分别按经营档级、终端类型、信用等级和职业化成长,并将这些成长路径应用于烟草商业公司营销实践,为探索烟草行业卷烟零售客户成长体系建设提供了有益的借鉴。Promoting the growth of cigarette retail customers is an important issue for tobacco commercial enterprises in their cigarette marketing work.By conducting interviews with cigarette retail customers,account managers,and marketing managers to obtain text data,searching for online text data,and using grounded theory analysis methods to construct a"four-dimensional"growth model for cigarette retail customers,four growth paths for cigarette retail customers were designed,namely,business level,terminal type,credit level,and professional growth.These paths were applied to the marketing practice of tobacco commercial companies,providing useful reference for exploring the construction of a growth system for cigarette retail customers in the tobacco industry.

关 键 词：扎根理论 卷烟零售客户 “四维”成长模型 成长路径 

分 类 号：F724.2[经济管理—产业经济]