价值共创视角下的新型烟草客服模式及数字化应用研究

A Study on the Novel Tobacco Customer Service Model and Its Digital Applications from a Value Co-Creation Perspective

摘要: 在数字经济浪潮下，国有企业向“服务型企业”的转型面临传统服务模式的系统性瓶颈。以烟草零售行业为例，客户满意度与服务效率的不足反映出服务流程与供需匹配存在深层矛盾。为应对此挑战，本研究引入价值共创(Value Co-creation)理论，将零售客户从被动服务接收者转变为主动的价值共创伙伴。通过系统剖析当前客户服务在需求管理、服务实施与评估反馈三大阶段的堵点，提出了一种新型烟草客户服务模式，并设计了“智服汕烟”数字化管理平台作为其实现载体。该模式以精准客户画像为基础，通过支持客户自主参与的需求管理、基于智能算法的任务调度，以及与服务效果强关联的闭环反馈与激励系统，构建了一套全流程数字化管理体系。本研究的创新之处在于将价值共创理论系统性地应用于传统烟草营销服务领域，旨在通过优化服务流程、提升响应效率，为传统服务行业的数字化转型提供理论模型与实践方案。

Abstract: Under the wave of the digital economy, the transformation of state-owned enterprises into “service-oriented enterprises” is confronted with systematic bottlenecks in the traditional service model. Taking the tobacco retail industry as an example, the insufficiency of customer satisfaction and service efficiency reflects the deep-seated contradiction between the service process and the matching of supply and demand. To address this challenge, this study introduces the theory of Value Co-creation, transforming retail customers from passive service recipients to active value co-creation partners. By systematically analyzing the bottlenecks in the three major stages of demand management, service implementation and evaluation feedback of current customer service, a new tobacco customer service model is proposed, and the “Smart Service Shantou Tobacco” digital management platform is designed as its implementation carrier. This model is based on precise customer profiling and builds a full-process digital management system through demand management that supports customer autonomous participation, task scheduling based on intelligent algorithms, and a closed-loop feedback and incentive system strongly related to service effectiveness. The innovation of this research lies in systematically applying the theory of value co-creation to the traditional tobacco marketing service field, aiming to provide theoretical models and practical solutions for the digital transformation of traditional service industries by optimizing service processes and enhancing response efficiency.