本文選題：卷煙品牌 + 消費者行為��； 參考：《云南財經(jīng)大學》2013年碩士論文

【摘要】：本文基于中國卷煙市場在國民經(jīng)濟中的重要地位,從影響中國卷煙市場的宏觀環(huán)境看，經(jīng)濟環(huán)境對卷煙市場發(fā)展是有利的，而政策環(huán)境上，愈來愈嚴的控煙政策，是卷煙市場未來可預見的發(fā)展困境。如何使得卷煙市場在機遇和困境中,實現(xiàn)穩(wěn)定增長，對保持中國卷煙市場的良好發(fā)展態(tài)勢具有重要意義。本文通過對中國部分地區(qū)的卷煙消費市場的調(diào)查研究，認真分析了中國卷煙市場的基本狀況，重點研究了如何發(fā)現(xiàn)優(yōu)質(zhì)客戶和提高顧客滿意度，據(jù)此提出一定的建議，希望對中國卷煙市場的健康發(fā)展有所裨益。 本文的研究步驟是：首先，通過描述分析、對應分析等方法研究了卷煙品牌的市場分布狀況包括品牌總體分布情況、具體卷煙型號的分布、分價位段的品牌分布、分地區(qū)的品牌分布,并通過品牌知名度、品牌轉(zhuǎn)換、品牌替代、品牌滿意度、品牌忠誠度等指標對比研究了五大品牌的健康度。其次，在對消費者行為進行描述分析、聚類分析、探索性分析的基礎上，基于關聯(lián)規(guī)則挖掘的方法對消費者的卷煙消費支出行為進行了分析。最后，用基于偏最小二乘法（Partial least squares，PLS）路徑建模的方法對消費者的滿意度和忠誠度的影響因素進行了探索分析。 研究結果表明：中國卷煙的品牌集中度較高，云煙、中華、玉溪、芙蓉王和黃鶴樓五個品牌占到市場份額的60%左右；五大品牌中云煙各方面發(fā)展均衡，品牌健康度最高，綜合實力最強，中華的優(yōu)勢在于品牌滿意度最高，芙蓉王的強項在于顧客忠誠，玉溪在品牌轉(zhuǎn)換中轉(zhuǎn)入率最高，黃鶴樓各方面均有待提高。關聯(lián)規(guī)則分析表明：個人或家庭收入水平較高，自己和周圍人群所抽的卷煙價位較高，26周歲以上受過高等教育，生活狀態(tài)為有孩子，則卷煙消費水平較高，是卷煙市場應挖掘的優(yōu)質(zhì)客戶。在鎖定目標客戶后，如何維護客戶上，，PLS路徑模型表明品牌形象、顧客期望、質(zhì)量感知、價值感知與顧客滿意度正相關，其中質(zhì)量感知和價值感知對滿意度的直接效應較大，品牌形象和顧客期望對滿意度的間接效應較大，總效應也較大。 最后對本次調(diào)研所揭示出的卷煙消費市場的形勢與特點進行梳理和總結，并據(jù)此提出相關的思考和建議：注重品牌培育，提升品牌健康度，形成良好的競爭格局；滿足客戶的需求，提高客戶滿意度，培養(yǎng)顧客忠誠度，注重零售客戶端建設，開發(fā)并培養(yǎng)優(yōu)質(zhì)客戶，提升消費層次等。
[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.
【學位授予單位】：云南財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.89;F224

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