王树明

摘 要：针对卷烟零消数据采集不够全面、零售终端客户参与度不够、实用性不足以及与零售户和消费者互动性不强等工作模式存在的弊端，本文应用聚合支付技术及其服务模式，形成一套基于聚合支付模式的卷烟零消数据采集方法和工作机制，在拓展支付场景、丰富采集途径，确保采集安全和信息规范以及打通零售户和消费者支付通道，整合零消信息方面具有充分的有效性，提升了行业零消数据采集和分析运用效率，为烟草企业提供丰富完善的数据支持，全面驱动卷烟营销体系的转型提效。本文的研究方法和研究结论对于卷烟零消数据采集及新零售业务创新建设具有一定参考价值。

关键词：卷烟营销新零售聚合支付 数据采集

Research and Exploration of Cigarette Zero Consumption Data Acquisition Based on IntegrationPayment Mode

WANG Shuming

（Information Center of Hubei Branch， China Tobacco， Wuhan， Hubei Province， 430000China）

Abstract： In view of the disadvantages of the working mode such as insufficient comprehensive cigarette zero consumption data collection， insufficient participation of retail end customers， insufficient practicability and weak interaction with retailers and consumers， this paper applies the integration payment technology and its service mode to form a set of cigarette zero consumption data collection method and working mechanism based on the integration payment mode. It is fully effective in expanding payment scenarios， enriching collection channels， ensuring collection security and information standardization， opening up payment channels for retailers and consumers， and integrating zero consumption information， which improves the efficiency of industry zero consumption data collection， analysis and application， provides rich and perfect data support for tobacco enterprises， and comprehensively drives the transformation and efficiency of cigarette marketing system. The research methods and conclusions of this paper have a certain reference value for cigarette zero consumption data collection and the innovation and construction of new retail business.

Key Words： Cigarette marketing;New retail; Integration payment;Data acquisition

近年来，云计算、大数据、移动互联等技术的广泛应用给传统零售和消费行业带来了新机遇和新格局，发展线上线下相融合的新零售模式日益成为传统零售行业产业升级的新趋势、新使命。面对这一趋势，烟草行业作为传统零售和消费品行业重要组成部分，于2017年印发了“互联网+营销”行动计划，开启了行业“互联网+”赋能营销改革创新的新阶段，行业工商企业纷纷利用大数据和物联网等先进技术，开展了形式多样的卷烟营销网络建设和新零售探索，浙江省局（公司）建设“互联网+”浙烟商业专卖，探索利用支付宝等第三方平台联合采集消费者消费数据，构建用户标签进行客户……