电商平台的蓬勃发展，已经对卷烟零售客户的“非烟”商品经营造成了一定 的冲击，近两年，发展起来的“新零售”，如：天猫小店、京东、苏宁等商店， 直接对其“卷烟”经营造成了威胁。大多数卷烟零售客户的经营方式比较粗犷， 经营能力比较弱，电商和新零售一波又一波的冲击使他们卷烟经营更是雪上加霜。 卷烟零售客户是卷烟供应链的最前沿，直接面向市场和消费者，是烟草商业 企业长期合作的战略伙伴和最宝贵的战略资源，也是培育品牌、服务消费市场最 基本的力量。帮助零售客户解决经营问题，让他们熟练掌握营销技能、逐步提升 经营水平是烟草商业企业必须充分重视和必须解决的问题。因此，A烟草公司提 出以客我共创价值为前提，来帮助零售客户解决经营问题，提高零售客户的经营 能力。 然而，A地区大多数零售客户整体素质和经营能力都相对较差，接受现代营 销知识过程较长，如果直接套用大型企业的管理方法往往是隔靴挠痒、事倍功半。 为了能够把烟草公司成功的经营管理理念向零售客户进行有效延伸，解决卷烟零 售客户经营能力问题，A烟草公司成立了专项课题组来探寻解决途径。 为了找到合理有效的解决方法，查阅了国内外的相关研究现状，借鉴了同行 业的做法，咨询了专家意见，开展了市场问卷调查，学习了相关理论，并把一页 纸项目管理、客户关系管理、精益管理、制约（TOC）等作为研究的理论指导， 进一步在烟草行业价值链中找准了零售客户的定位，明确了零售客户对商业公司 的重要性，掌握了卷烟零售客户经营的现状，剖析了卷烟零售客户经营能力存在 的主要问题，明晰了零售客户对经营能力提升的需求。 最终，通过分析和研判，围绕零售客户经营能力存在的问题和提升需求，提 出了通过教会卷烟零售客户学习会经营、会沟通、会陈列、会算账、会推销这五 种技能来提升零售客户的经营能力。 其中，“会经营”是指要提高零售客户能够科学的筹划并管理自身的卷烟销 售活动，熟知自身的经营情况，熟知周边环境，熟知消费群体；“会算账”是指 要提高零售客户的财务计算能力，掌握分价位段盈利，掌握进销存情况等；“会 陈列”是指要提高零售客户对价格标签、物料宣传品、卷烟条包的摆放和陈列能 力；“会沟通”是指要提高零售客户与消费者的沟通的能力，学会沟通技巧，掌 握消费需求动态；“会推销”是指要提高零售客户品牌推销技巧、了解品牌卖点、 了解流动客户群体特征，熟知不同品牌、不同客户群体的推销技巧。 A烟草公司将这五种技能构建为“五会”能力素质提升模型。“能力素质提 IV 升模型”对于零售客户普遍存在的问题和短板，都提出了解决的方法，内涵丰富， 但是推广起来比较复杂。因此，又将“能力素质提升模型”中静态的经营事项和 动态的操作流程浓缩集成在一张纸上，这个集成的过程即是“一张纸工作法”的 创建过程。以零售客户“看得懂、记得住、学得会、用得上”为原则创建了“一 张纸工作法”，为零售客户量身打造了一套“一月一户一张纸”的营销服务创新 模式。零售客户对“一张纸工作法”的应用过程，就是学习会经营、会沟通、会 陈列、会算账、会推销这五种技能的过程也是逐步提升经营能力的过程。 经过一年的探索和应用，“一张纸工作法”也取得了一些成效。在零售客户 层面，促进了经营业务的规范化与持续改善的常态化，一定程度上提升了素质和 能力；在客户经理层面，优化了客户经理服务指导方式，零售客户从“被动服务” 向“自主管理”转变，缩短了经营指导耗时，提高了服务工作质量。在公司管理 层面，一定程度上达到了把烟草公司的销售经验向零售客户进行延伸应用的目的， 改善了客户经理指导零售客户缺乏明确标准、效率低下的需求问题。在烟草行业 层面，获得了全国烟草行业QC课题一等奖，“零售客户一张纸工作法”软件， 获得了国家版权局软件著作权证书。在推广应用中得到了零售客户的普遍欢迎和 支持，也取得了良好的经济效益和社会效益，在烟草商业企业中具有一定的借鉴 和推广价值。 【关键词】烟草；零售客户；五会；工作法 V Abstract The booming development of e-commerce platforms has had a certain impact on the "non-cigarette" commodity business of cigarette retail customers. In the past two years, the development of "new retail", such as Tmall stores, jingdong stores and suning stores, has directly posed a threat to their "cigarette" business.Most of the cigarette retail customers have a rough business model and weak business ability. The impact of e- commerce and new retail has made their cigarette business even worse. Cigarette retail customers are the forefront of cigarette supply chain, directly facing the market and consumers, the strategic partners and the most valuable strategic resources for long-term cooperation of tobacco commercial enterprises, and the most basic force to cultivate brands and serve the consumer market.To help retail customers to solve their business problems, so that they can master marketing skills and gradually improve their business level is a problem that tobacco commercial enterprises must fully pay attention to and must solve.Therefore, A Tobacco Company proposes to help retail customers solve their business problems and improve their business ability on the premise of customer and customer co-creation value. However, the overall quality and operation ability of most retail customers in Region A are relatively poor, and it takes A long time to accept modern marketing knowledge. If we directly apply the management methods of large enterprises, it will often be ineffective and ineffective.In order to effectively extend the successful operation and management philosophy of tobacco company to retail customers and solve the problem of operating ability of cigarette retail customers, A Tobacco Company set up A special research group to explore solutions. In order to find the reasonable and effective solution, refer to the related research status at home and abroad, draw lessons from the practice of the industry, consulting the expert opinion, conducted a market survey, studied the related theory, and put a sheet of paper, customer relationship management, lean management, project management of constraints (TOC) and so on as the research theory, further in the VI tobacco industry value chain to find the orientation of the retail customers, has been clear about the importance of retail customers for commercial companies, grasp the present situation of cigarette retail customers management, analyzes the main problems of cigarette retail customers operating ability, clear the retail customer demand for management ability to ascend. Finally, through analysis and analysis, focusing on the problems existing in retail customers' business ability and the need for improvement, this paper proposes to improve retail customers' business ability by teaching cigarette retail customers five skills: learning how to operate, communicate, display, calculate and sell. Among them, "business meeting" means to improve the ability of retail customers to plan and manage their own cigarette sales activities scientifically, and to be familiar with their own business situation, the surrounding environment and consumer groups."Accounting" means to improve the financial calculation ability of retail customers, grasp the profit at different price levels, grasp the purchase, sale and stock situation, etc."Display" means to improve the ability of retail customers to display and display price labels, material publicity materials and cigarette packs."Ability to communicate" means to improve the ability of retail customers to communicate with consumers, learn communication skills, and master the trend of consumption demand."Able to sell" means to improve the brand selling skills of retail customers, understand brand selling points, understand the characteristics of mobile customer groups, and be familiar with the selling skills of different brands and different customer groups. A Tobacco company constructed these five skills into the "Five associations" ability and quality improvement model.The "competence and quality improvement model" proposes solutions to the common problems and shortcomings of retail customers, with rich connotations, but it is complicated to popularize.Therefore, the static business items and dynamic operational processes in the "capability and quality improvement model" are concentrated and integrated on a piece of paper, and the integrated process is the creation process of "a piece of paper".Based on the principle VII that retail customers can understand, remember, learn and use, it has created a "paper maker's method" and tailored a set of marketing ser