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以云烟四大系列产品为研究对象,对云烟消费者进行问卷调查,采用SPSS 22.0软件对云烟品牌形象影响因子进行探索性研究.结果表明,顾客形象、企业形象、产品形象是构成云烟品牌形象的主要因素,符号形象、服务形象以及个性形象作为次要因素同时对品牌形象产生影响作用.6个维度共同构成云烟品牌形象,并针对烟草品牌形象6个方面的构成维度提出相应建议.
Taking the four series of cloud cigarettes as the research object, this paper conducted a questionnaire survey on the consumers of cloud cigarettes and conducted exploratory research on the influencing factors of the brand image of cloud tobacco using SPSS 22.0 software. The results showed that customer image, corporate image and product image constitute the cloud image The main factors, the symbolic image, the service image and the individual image as secondary factors have an impact on the brand image at the same time.The six dimensions together constitute the cloud cigarette brand image, and make corresponding suggestions according to the dimensions of the six aspects of the tobacco brand image.