中国卷烟市场调查研究报告

发布时间：2018-06-13 14:10

本文选题：卷烟品牌 + 消费者行为　；参考：《云南财经大学》2013年硕士论文

【摘要】：本文基于中国卷烟市场在国民经济中的重要地位,从影响中国卷烟市场的宏观环境看，经济环境对卷烟市场发展是有利的，而政策环境上，愈来愈严的控烟政策，是卷烟市场未来可预见的发展困境。如何使得卷烟市场在机遇和困境中,实现稳定增长，对保持中国卷烟市场的良好发展态势具有重要意义。本文通过对中国部分地区的卷烟消费市场的调查研究，认真分析了中国卷烟市场的基本状况，重点研究了如何发现优质客户和提高顾客满意度，据此提出一定的建议，希望对中国卷烟市场的健康发展有所裨益。本文的研究步骤是：首先，通过描述分析、对应分析等方法研究了卷烟品牌的市场分布状况包括品牌总体分布情况、具体卷烟型号的分布、分价位段的品牌分布、分地区的品牌分布,并通过品牌知名度、品牌转换、品牌替代、品牌满意度、品牌忠诚度等指标对比研究了五大品牌的健康度。其次，在对消费者行为进行描述分析、聚类分析、探索性分析的基础上，基于关联规则挖掘的方法对消费者的卷烟消费支出行为进行了分析。最后，用基于偏最小二乘法（Partial least squares，PLS）路径建模的方法对消费者的满意度和忠诚度的影响因素进行了探索分析。研究结果表明：中国卷烟的品牌集中度较高，云烟、中华、玉溪、芙蓉王和黄鹤楼五个品牌占到市场份额的60%左右；五大品牌中云烟各方面发展均衡，品牌健康度最高，综合实力最强，中华的优势在于品牌满意度最高，芙蓉王的强项在于顾客忠诚，玉溪在品牌转换中转入率最高，黄鹤楼各方面均有待提高。关联规则分析表明：个人或家庭收入水平较高，自己和周围人群所抽的卷烟价位较高，26周岁以上受过高等教育，生活状态为有孩子，则卷烟消费水平较高，是卷烟市场应挖掘的优质客户。在锁定目标客户后，如何维护客户上，，PLS路径模型表明品牌形象、顾客期望、质量感知、价值感知与顾客满意度正相关，其中质量感知和价值感知对满意度的直接效应较大，品牌形象和顾客期望对满意度的间接效应较大，总效应也较大。最后对本次调研所揭示出的卷烟消费市场的形势与特点进行梳理和总结，并据此提出相关的思考和建议：注重品牌培育，提升品牌健康度，形成良好的竞争格局；满足客户的需求，提高客户满意度，培养顾客忠诚度，注重零售客户端建设，开发并培养优质客户，提升消费层次等。
[Abstract]:Based on the important position of Chinese cigarette market in the national economy, from the macro environment that affects the Chinese cigarette market, the economic environment is favorable to the development of the cigarette market, and the policy environment is more and more strict in the tobacco control policy. It is the predicaments of the future development of cigarette market. How to make the cigarette market grow stably in opportunities and difficulties is of great significance to maintain the good development situation of Chinese cigarette market. Based on the investigation and study of cigarette consumption market in some parts of China, this paper analyzes the basic situation of cigarette market in China, and puts forward some suggestions on how to find high quality customers and improve customer satisfaction. I hope it will benefit the healthy development of Chinese cigarette market. The research steps of this paper are as follows: firstly, through descriptive analysis, correspondence analysis and other methods, the paper studies the market distribution of cigarette brands, including the overall distribution of brands, the distribution of specific cigarette models, and the distribution of brands at different price levels. The distribution of brand by region and the health degree of the five brands were compared by brand popularity, brand transformation, brand substitution, brand satisfaction, brand loyalty and so on. Secondly, based on the description analysis, cluster analysis and exploratory analysis of consumer behavior, this paper analyzes the consumer's consumer spending behavior based on association rule mining method. Finally, based on partial least squares path modeling method, the factors influencing consumer satisfaction and loyalty are explored and analyzed. The results show that the brand concentration of Chinese cigarettes is high. Five brands, Yunyan, Zhonghua, Yuxi, Furong Wang and Yellow Crane Tower, account for about 60% of the market share, and the five brands have balanced development in all aspects and the highest brand health. Comprehensive strength is strongest, China's advantage lies in the highest brand satisfaction, Furong King's strength lies in customer loyalty, Yuxi has the highest transfer rate in brand transformation, and all aspects of Yellow Crane Tower need to be improved. The analysis of association rules shows that the level of income of individuals or families is higher, the price of cigarettes smoked by themselves and the people around them is higher than that of those who are over 26 years of age, and the consumption level of cigarettes is higher if the living conditions are children. Cigarette market should be excavated high-quality customers. After locking in the target customer, how to maintain the customer upper PLS path model shows that brand image, customer expectation, quality perception, value perception and customer satisfaction are positively correlated, among which quality perception and value perception have great direct effect on satisfaction. The indirect effect of brand image and customer expectation on satisfaction is larger, and the overall effect is also greater. Finally, the situation and characteristics of the cigarette consumption market revealed by this research are combed and summarized, and based on this, the author puts forward some relevant thoughts and suggestions: pay attention to brand cultivation, promote brand health, and form a good competition pattern; To meet the needs of customers, improve customer satisfaction, cultivate customer loyalty, focus on the construction of retail customers, develop and train high quality customers, improve the level of consumption, etc.
【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】：F426.89;F224

【参考文献】