基于市场调研的七匹狼卷烟消费者市场细分研究
发布时间：2019-01-07 20:55
【摘要】：福建中烟工业有限责任公司是七匹狼卷烟品牌的拥有者。“七匹狼”自1995年正式创牌后,市场反应积极,历时18年间就成功突破了区域之限,跻身于全国重点骨干卷烟品牌行列。面对更加激烈的竞争,在今后3-5年内,能否实现“卷烟上水平”将决定福建中烟工业有限责任公司在中国烟草行业是否有一席之地。在市场竞争条件下,企业技术中心和营销中心在维护老产品和开发新产品时,必须对消费者购烟行为以及消费者需求变化趋势有深入的了解,才能研发出适销对路的产品。本文通过研究文献和深度访谈,设计卷烟消费者调查问卷,在福建省宁德市调查取样,共获得181份有效样本,并对数据进行SPSS17.0分析,根据分析结论将卷烟消费者划分为三类细分市场,基于三类市场细分提出七匹狼卷烟产品重新定位及产品线梳理的建议。 论文简要介绍如下： 第一章绪论。介绍论文的研究背景、目的、对象、方法和研究框架。 第二章相关文献综述。回顾消费者行为、市场细分和市场定位等理论研究。 第三章国内外烟草行业发展现状。介绍烟草行业格局及发展趋势,回顾七匹狼卷烟的发展历程,通过竞争对手分析出七匹狼卷烟发展困境。 第四章卷烟消费者市场调研。用市场研究的方法,通过深度访谈设计卷烟消费者调查问卷和使用软件进行以下数据分析：描述分析、信度分析、相关分析和因子分析。 第五章七匹狼卷烟消费市场的细分和定位。基于数据分析将卷烟消费者细分为烟瘾型、烟情型和烟秀型三类消费人群,并以此提出不同细分市场的七匹狼卷烟消费者主要特点。从市场增长的角度,对七匹狼卷烟“经典”系列、“通”系列和“纯”系列产品的重新定位提出建议性策略。 第六章结论。总结基于调研的七匹狼卷烟消费者市场细分研究的主要结论及建议,阐述由于样本量和调研区域的选择给本研究带来的局限性。 本文的主要结论及建议是,通过调研数据的因子分析挖掘出卷烟消费者三种类型的购烟动机,并分析与人口学变量和卷烟消费者购买决策之间的相关关系。根据调研分析结论,将分为三类细分市场的七匹狼卷烟消费者：烟瘾型、烟情型和烟秀型消费者,然后提出三类细分市场卷烟消费者的主要特点。最后,基于三类细分,提出细分市场消费者的独特需求和特点,对七匹狼卷烟三类产品线提出产品风格定位和梳理策略的建议。
[Abstract]:Fujian Zhongyan Industry Co., Ltd. is the owner of the seven wolf cigarette brand. Since the establishment of the brand in 1995, the market has responded positively and successfully broke the regional limit in 18 years and entered the ranks of the national key cigarette brands. In the face of more fierce competition, whether or not the "cigarette level" can be achieved in the next 3-5 years will determine whether Fujian Zhongyan Industry Co., Ltd. has a place in China's tobacco industry. Under the condition of market competition, the enterprise technology center and the marketing center must have a deep understanding of the consumer's behavior of buying tobacco and the changing trend of consumer demand when they maintain the old products and develop new products, in order to develop the marketable products. Based on the literature and in-depth interviews, this paper designed a questionnaire for cigarette consumers, collected 181 valid samples in Ningde, Fujian Province, and analyzed the data by SPSS17.0. According to the conclusion of the analysis, the cigarette consumers are divided into three types of market segments. Based on the three market segments, the paper puts forward the suggestions of repositioning the products and combing the product lines. The paper briefly introduces as follows: the first chapter is introduction. This paper introduces the research background, purpose, object, method and research framework. The second chapter is a review of relevant literature. Review of consumer behavior, market segmentation and market positioning and other theoretical research. The third chapter is about the development of tobacco industry at home and abroad. This paper introduces the pattern and development trend of tobacco industry, reviews the development course of seven wolf cigarette, and analyzes the predicament of seven wolf cigarette development through the analysis of competitors. Chapter IV cigarette Consumer Market Research. With the method of market research, we designed the cigarette consumer questionnaire through in-depth interview and used software to analyze the following data: description analysis, reliability analysis, correlation analysis and factor analysis. The fifth chapter is about the segmentation and positioning of the seven wolf cigarette consumption market. Based on the data analysis, the cigarette consumers are divided into three groups: addiction type, tobacco situation type and cigarette show type, and the main characteristics of the seven wolf cigarette consumers in different segments are put forward. From the point of view of market growth, this paper puts forward some suggestions on the repositioning of "classic" series, "Tong" series and "pure" series of seven wolf cigarettes. Chapter VI conclusion. This paper summarizes the main conclusions and suggestions of the research on the segmentation of the consumer market of the seven wolf cigarette based on the research, and expounds the limitations of this study because of the sample size and the choice of the research area. The main conclusions and suggestions of this paper are to find out three types of cigarette purchase motivation by factor analysis of investigation data, and to analyze the correlation with demographic variables and purchasing decisions of cigarette consumers. According to the conclusion of investigation and analysis, the seven wolf cigarette consumers are divided into three segments: cigarette addiction type, cigarette situation type and cigarette show type, and then the main characteristics of cigarette consumers in the three segments are put forward. Finally, based on the three kinds of subdivision, this paper puts forward the unique needs and characteristics of the consumers in the segmentation market, and puts forward some suggestions on the product style orientation and carding strategy for the three types of products.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.89
本文编号：2404152
[Abstract]:Fujian Zhongyan Industry Co., Ltd. is the owner of the seven wolf cigarette brand. Since the establishment of the brand in 1995, the market has responded positively and successfully broke the regional limit in 18 years and entered the ranks of the national key cigarette brands. In the face of more fierce competition, whether or not the "cigarette level" can be achieved in the next 3-5 years will determine whether Fujian Zhongyan Industry Co., Ltd. has a place in China's tobacco industry. Under the condition of market competition, the enterprise technology center and the marketing center must have a deep understanding of the consumer's behavior of buying tobacco and the changing trend of consumer demand when they maintain the old products and develop new products, in order to develop the marketable products. Based on the literature and in-depth interviews, this paper designed a questionnaire for cigarette consumers, collected 181 valid samples in Ningde, Fujian Province, and analyzed the data by SPSS17.0. According to the conclusion of the analysis, the cigarette consumers are divided into three types of market segments. Based on the three market segments, the paper puts forward the suggestions of repositioning the products and combing the product lines. The paper briefly introduces as follows: the first chapter is introduction. This paper introduces the research background, purpose, object, method and research framework. The second chapter is a review of relevant literature. Review of consumer behavior, market segmentation and market positioning and other theoretical research. The third chapter is about the development of tobacco industry at home and abroad. This paper introduces the pattern and development trend of tobacco industry, reviews the development course of seven wolf cigarette, and analyzes the predicament of seven wolf cigarette development through the analysis of competitors. Chapter IV cigarette Consumer Market Research. With the method of market research, we designed the cigarette consumer questionnaire through in-depth interview and used software to analyze the following data: description analysis, reliability analysis, correlation analysis and factor analysis. The fifth chapter is about the segmentation and positioning of the seven wolf cigarette consumption market. Based on the data analysis, the cigarette consumers are divided into three groups: addiction type, tobacco situation type and cigarette show type, and the main characteristics of the seven wolf cigarette consumers in different segments are put forward. From the point of view of market growth, this paper puts forward some suggestions on the repositioning of "classic" series, "Tong" series and "pure" series of seven wolf cigarettes. Chapter VI conclusion. This paper summarizes the main conclusions and suggestions of the research on the segmentation of the consumer market of the seven wolf cigarette based on the research, and expounds the limitations of this study because of the sample size and the choice of the research area. The main conclusions and suggestions of this paper are to find out three types of cigarette purchase motivation by factor analysis of investigation data, and to analyze the correlation with demographic variables and purchasing decisions of cigarette consumers. According to the conclusion of investigation and analysis, the seven wolf cigarette consumers are divided into three segments: cigarette addiction type, cigarette situation type and cigarette show type, and then the main characteristics of cigarette consumers in the three segments are put forward. Finally, based on the three kinds of subdivision, this paper puts forward the unique needs and characteristics of the consumers in the segmentation market, and puts forward some suggestions on the product style orientation and carding strategy for the three types of products.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.89
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