聚类分析在中式卷烟品类构建中的应用

发布时间：2018-05-01 14:10

本文选题：聚类分析 + 极小极大距离　；参考：《云南财经大学》2013年硕士论文

【摘要】：随着经济的迅速发展，市场竞争的日益激烈，品类构建已经成为企业提高市场占有率的核心竞争力。通过将消费者进行细分以及对产品进行品类构建，就可以从其他市场中获得更多新的消费者，企业也会因此得到更多的利润和逐渐扩大的市场。因此，品类构建已被很多企业所重视，并将其作为提高自身品牌战略的一种方法，都将希望寄与激烈的市场竞争中，以力图争取到先机。卷烟行业也不例外，从大家众所熟悉的清香品类红塔山，到被美誉为高香典范的双喜，以及黄鹤楼品牌淡雅香品类的高调启动，卷烟行业内品类构建的发展工作方兴未艾，精彩纷呈，在业界及消费者之间引起了强烈的反响。作为一种快消品，中式卷烟产品的功能并不具有多样性，产品的同质化及趋同现象非常明显。在市场竞争日趋激烈的情况下，为获得消费者的高忠诚度与信赖，卷烟企业必须开拓新的出路，而品类构建便是对卷烟产品制造创新的有效方法之一。在此基础上，本文以中式卷烟54个类别的代表产品为研究的主体对象，从品类构建的角度入手，研究工作归纳如下： 1、首先介绍了中式卷烟的发展历程，，详细论述中式卷烟的品类构建概念，从被提出到被应用，重点讨论品类构建对中式卷烟发展的重要意义。 2、对构建中式卷烟风格特征品类构建的重要性进行了论述，基于此，将聚类分析应用到中式卷烟风格特征的研究中。详述了聚类分析的概念、特点等，本文重点讨论了一种新的聚类方法——基于极小极大距离的层次聚类分析。介绍了极小极大距离的概念和性质，该方法的基本思想以及理论特性，并与其他聚类方法做比较，发现了该方法具有其他方法所不具有的某些优势。 3、进行实证分析，研究这种新的聚类方法在中式卷烟风格特征方面的应用。论述了基本的方法和步骤，并对聚类结果进行分析，提出建议。希望本论文研究结论对卷烟品类构建以及创新方面具有一定的参考价值。
[Abstract]:With the rapid development of economy and the increasingly fierce market competition, category construction has become the core competitiveness of enterprises to improve their market share. By subdividing consumers and constructing product categories, more new consumers can be obtained from other markets, and enterprises will gain more profits and gradually expand the market. Therefore, category construction has been attached importance to by many enterprises, and as a way to improve their own brand strategy, they will hope to rely on the fierce market competition, in order to strive for the first opportunity. The cigarette industry is no exception. From Hongta Mountain, which everyone is familiar with, to Shuangxi, which is regarded as a model of high fragrance by the United States, and the high profile launch of the brand of the Yellow Crane Tower brand, the development of category construction in the cigarette industry is in the ascendant. Brilliant, in the industry and consumers caused a strong response. As a fast product, the function of Chinese cigarette products is not diverse, the homogeneity and convergence of products is very obvious. In order to obtain the high loyalty and trust of the consumers, cigarette enterprises must open up a new way out, and category construction is one of the effective methods for the innovation of cigarette manufacturing. On this basis, this paper takes 54 representative products of Chinese cigarettes as the main research object, starting from the perspective of category construction, the research work is summarized as follows: 1. Firstly, the development course of Chinese cigarettes is introduced, the concept of category construction of Chinese cigarettes is discussed in detail, from being put forward to being applied, the importance of category construction to the development of Chinese cigarettes is discussed emphatically. 2. The importance of constructing Chinese cigarette style feature category is discussed. Based on this, cluster analysis is applied to the study of Chinese cigarette style feature. In this paper, the concept and characteristics of clustering analysis are described in detail. In this paper, a new clustering method-hierarchical clustering analysis based on minimal maximum distance is discussed. This paper introduces the concept and properties of minimal maximum distance, the basic idea and theoretical characteristics of this method, and compares it with other clustering methods. It is found that this method has some advantages that other methods do not have. 3. Empirical analysis is carried out to study the application of this new clustering method in the style characteristics of Chinese cigarettes. The basic methods and steps are discussed, and the clustering results are analyzed and some suggestions are put forward. It is hoped that the conclusion of this paper has some reference value for cigarette category construction and innovation.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F224;F426.89

【参考文献】