【摘要】：福建中煙工業(yè)有限責(zé)任公司是七匹狼卷煙品牌的擁有者。“七匹狼”自1995年正式創(chuàng)牌后,市場反應(yīng)積極,歷時18年間就成功突破了區(qū)域之限,躋身于全國重點骨干卷煙品牌行列。面對更加激烈的競爭,在今后3-5年內(nèi),能否實現(xiàn)“卷煙上水平”將決定福建中煙工業(yè)有限責(zé)任公司在中國煙草行業(yè)是否有一席之地。在市場競爭條件下,企業(yè)技術(shù)中心和營銷中心在維護老產(chǎn)品和開發(fā)新產(chǎn)品時,必須對消費者購煙行為以及消費者需求變化趨勢有深入的了解,才能研發(fā)出適銷對路的產(chǎn)品。本文通過研究文獻(xiàn)和深度訪談,設(shè)計卷煙消費者調(diào)查問卷,在福建省寧德市調(diào)查取樣,共獲得181份有效樣本,并對數(shù)據(jù)進(jìn)行SPSS17.0分析,根據(jù)分析結(jié)論將卷煙消費者劃分為三類細(xì)分市場,基于三類市場細(xì)分提出七匹狼卷煙產(chǎn)品重新定位及產(chǎn)品線梳理的建議。 論文簡要介紹如下： 第一章緒論。介紹論文的研究背景、目的、對象、方法和研究框架。 第二章相關(guān)文獻(xiàn)綜述�；仡櫹M者行為、市場細(xì)分和市場定位等理論研究。 第三章國內(nèi)外煙草行業(yè)發(fā)展現(xiàn)狀。介紹煙草行業(yè)格局及發(fā)展趨勢,回顧七匹狼卷煙的發(fā)展歷程,通過競爭對手分析出七匹狼卷煙發(fā)展困境。 第四章卷煙消費者市場調(diào)研。用市場研究的方法,通過深度訪談設(shè)計卷煙消費者調(diào)查問卷和使用軟件進(jìn)行以下數(shù)據(jù)分析：描述分析、信度分析、相關(guān)分析和因子分析。 第五章七匹狼卷煙消費市場的細(xì)分和定位�；跀�(shù)據(jù)分析將卷煙消費者細(xì)分為煙癮型、煙情型和煙秀型三類消費人群,并以此提出不同細(xì)分市場的七匹狼卷煙消費者主要特點。從市場增長的角度,對七匹狼卷煙“經(jīng)典”系列、“通”系列和“純”系列產(chǎn)品的重新定位提出建議性策略。 第六章結(jié)論�？偨Y(jié)基于調(diào)研的七匹狼卷煙消費者市場細(xì)分研究的主要結(jié)論及建議,闡述由于樣本量和調(diào)研區(qū)域的選擇給本研究帶來的局限性。 本文的主要結(jié)論及建議是,通過調(diào)研數(shù)據(jù)的因子分析挖掘出卷煙消費者三種類型的購煙動機,并分析與人口學(xué)變量和卷煙消費者購買決策之間的相關(guān)關(guān)系。根據(jù)調(diào)研分析結(jié)論,將分為三類細(xì)分市場的七匹狼卷煙消費者：煙癮型、煙情型和煙秀型消費者,然后提出三類細(xì)分市場卷煙消費者的主要特點。最后,基于三類細(xì)分,提出細(xì)分市場消費者的獨特需求和特點,對七匹狼卷煙三類產(chǎn)品線提出產(chǎn)品風(fēng)格定位和梳理策略的建議。
[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.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.89

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本文編號：2404152