四特酒消费者购买行为研究

发布时间：2018-04-29 00:21

本文选题：消费者行为 + 分析　；参考：《江西师范大学》2017年硕士论文

【摘要】：作为快速消费品的白酒,在我国经济快速发展和人均可支配收入、人均消费持续增长的背景下,广阔的市场需求为白酒行业的发展奠定了基础。自2012年国家“三公消费”限制的颁布,白酒行业进入寒冬期阶段,持续增长超高态势已不复存在,受到严重影响;黄金十年高速发展形成的后遗症,产能过剩、市场需求骤减、消费者结构失衡,让白酒企业陷入彷徨,不少规模较小的白酒企业纷纷倒闭。如何在完全竞争行业市场下,在市场化程度高、竞争激烈、行业调整背景下,求得生存,是当前白酒企业面临的重要难题。据统计2014年和2015年四特酒保持了10%的增长态势,说明限制高端酒公款消费对一线白酒品牌冲击较大,而四特酒作为二线品牌,具有挤入式的增长空间。在机遇与挑战的背景下,如何赢得更多的市场份额是四特酒亟需解决的问题,如何保持本土强势地位,拓展销售,对四特酒营销战略进行全面的分析是十分必要的。为此本文从消费者购买行为理论体系,通过开发调查问卷了解消费者购买白酒的目的和渠道。以所在企业四特酒企业为例,通过开发调查问卷,分析不同性别、年龄、学历、月收入、职业的消费者购买目的比较分析,采用描述性统计分析四特酒的购买渠道和优劣势,构建线性回归模型分析四特酒消费者购买行为,最后根据研究结论提出建议对策。
[Abstract]:Under the background of rapid development of economy, per capita disposable income and per capita consumption, the broad market demand has laid the foundation for the development of liquor industry. Since the promulgation of the "three public consumption" restrictions in 2012, the liquor industry has entered the cold winter period, and the sustained and super-high growth situation has ceased to exist, which has been seriously affected; the sequelae of the rapid development of the golden decade have resulted in overcapacity, and the market demand has plummeted. The unbalance of consumer structure makes liquor enterprises fall into a loss, and many smaller liquor enterprises close down one after another. How to survive in a fully competitive market, under the background of high marketization, fierce competition and industry adjustment, is an important problem facing the liquor enterprises at present. According to statistics in 2014 and 2015, four special wines maintained a growth trend of 10 percent, indicating that restricting the consumption of high-end liquor public funds has a strong impact on first-line liquor brands, while four special wines, as second-line brands, have a crowded growth space. Under the background of opportunity and challenge, how to win more market share is the problem that needs to be solved urgently. How to maintain the local strong position, expand the sales, carry on the comprehensive analysis to the four special liquor marketing strategy is very necessary. In this paper, the purpose and channel of consumers to buy liquor were studied by developing questionnaires from the theoretical system of consumer buying behavior. Taking the four special liquor enterprises in the enterprise as an example, through the development of questionnaire, the author analyzed the purchasing purpose of the consumers with different gender, age, education, monthly income and occupation, and used descriptive statistics to analyze the purchasing channels and advantages and disadvantages of the four special wines. A linear regression model was constructed to analyze the purchasing behavior of four special liquor consumers. Finally, suggestions were put forward according to the conclusions of the study.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F713.55

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