發(fā)布時間：2018-04-29 00:21

  本文選題：消費者行為 + 分析��； 參考：《江西師范大學(xué)》2017年碩士論文

【摘要】：作為快速消費品的白酒,在我國經(jīng)濟(jì)快速發(fā)展和人均可支配收入、人均消費持續(xù)增長的背景下,廣闊的市場需求為白酒行業(yè)的發(fā)展奠定了基礎(chǔ)。自2012年國家“三公消費”限制的頒布,白酒行業(yè)進(jìn)入寒冬期階段,持續(xù)增長超高態(tài)勢已不復(fù)存在,受到嚴(yán)重影響;黃金十年高速發(fā)展形成的后遺癥,產(chǎn)能過剩、市場需求驟減、消費者結(jié)構(gòu)失衡,讓白酒企業(yè)陷入彷徨,不少規(guī)模較小的白酒企業(yè)紛紛倒閉。如何在完全競爭行業(yè)市場下,在市場化程度高、競爭激烈、行業(yè)調(diào)整背景下,求得生存,是當(dāng)前白酒企業(yè)面臨的重要難題。據(jù)統(tǒng)計2014年和2015年四特酒保持了10%的增長態(tài)勢,說明限制高端酒公款消費對一線白酒品牌沖擊較大,而四特酒作為二線品牌,具有擠入式的增長空間。在機遇與挑戰(zhàn)的背景下,如何贏得更多的市場份額是四特酒亟需解決的問題,如何保持本土強勢地位,拓展銷售,對四特酒營銷戰(zhàn)略進(jìn)行全面的分析是十分必要的。為此本文從消費者購買行為理論體系,通過開發(fā)調(diào)查問卷了解消費者購買白酒的目的和渠道。以所在企業(yè)四特酒企業(yè)為例,通過開發(fā)調(diào)查問卷,分析不同性別、年齡、學(xué)歷、月收入、職業(yè)的消費者購買目的比較分析,采用描述性統(tǒng)計分析四特酒的購買渠道和優(yōu)劣勢,構(gòu)建線性回歸模型分析四特酒消費者購買行為,最后根據(jù)研究結(jié)論提出建議對策。
[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.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.82;F713.55

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