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为研究不同卷烟规格消费人群的购买动机,针对2015年在销的3个价档、4个卷烟规格的品牌形象、价值(价格)、社交应酬、健康、新品、产品和渠道/宣传促销七大类因素进行问卷调研,并采用自组织GMDH算法进行购买因素分析,结果表明:不同卷烟规格最重要的购买因素主要分布在品牌形象和价值(价格)两个大类中,其中3个价档卷烟的购买因素侧重点分别体现在产品价值、品牌知名度和身份地位的象征性上,而4个产品的购买因素侧重点分别体现在产品价值、品牌历史形象、社交应酬优势和产品性价比上。该结果可为工业企业新产品市场投放和老产品提质维护方面提供参考。
In order to study the purchasing motivation of different consumer groups with different cigarette specifications, the seven cigarette brands, value (price), social entertainment, health, new products, products and channels / promotion and promotion Questionnaires were conducted to investigate the factors that affect the purchase of cigarettes. The results showed that the most important purchase factors of different cigarette specifications were mainly distributed in two broad categories: brand image and value (price), of which 3 The purchasing factors are reflected in the symbolic value of product value, brand awareness and status, respectively, while the focus of the four factors of purchase are reflected in product value, brand history image, social entertainment and product cost performance. The results provide a reference for industrial enterprises to launch new products and improve the maintenance of old products.