基于消费者感知的细支卷烟轻松感、满足感设计思路  

Design concept of slim cigarette based on consumer's feeling of relaxation and satisfaction

作　　者：孙东亮[1] 赵华民[1] 

机构地区：[1]山东中烟工业有限责任公司

出　　处：《中国烟草学报》2017年第2期42-49,共8页Acta Tabacaria Sinica

基　　金：山东中烟工业有限责任公司科技计划项目"以轻松感为导向的"泰山(拂光细支)"卷制工艺参数优化"(合同编号:201501007)

摘　　要：为探索消费者感知的细支卷烟轻松感、满足感关系,通过开展不同品牌的消费者自由品吸评价试验、主流烟气检测和专家模拟消费者评吸,分析了吸烟过程的抽吸压力形成原理,探讨了消费者抽吸行为特点,归纳了与轻松感形成有关的重要因素,并提出以消费者感知为导向的细支卷烟设计理念。结果表明:(1)消费者感知的轻松感是与抽吸压力、烟气清爽和下咽顺畅有关的综合感受,与香气量、浓度、劲头等满足感指标存在负相关,并以刺激、余味等舒适感指标为基础。(2)吸阻不能真实反映消费者的抽吸压力,主流烟气的单口指标值可一定程度上表征卷烟的满足感。(3)在同等填充状态下,消费者感知的卷烟抽吸压力与其抽吸流量有直接关系,受产品尺寸规格、通风设计等因素制约。(4)以产品舒适感特征为基础,探索建立以低通风、高满足为方向的、消费者可感知的细支卷烟轻松感设计理念,适合中国消费者的细支卷烟吸食习惯。In order to explore the relation between the relaxed feeling and satisfaction feeling of consumer perception on fine cigarette, the free sensory taste test of consumers, the detection of main stream smoke, and the sensory evaluation of experts simulating consumer were carried out to analyze the formation principle of suction pressure of smoking, explore the characteristics of consumer smoking behavior, summarize the key formation factors of relaxed feeling, and put forward the design thinking of fine cigarette based on the perception of consumers. The results show that： 1） Based on the comfort feeling related to irritation and aftertaste, the relaxed feeling perceived by consumers was comprehensive feelings associated with the suction pressure, the smoke refreshing, and the swallowing smooth, which was negatively correlated with the aroma volume, concentration, and strength. 2） The suction resistance cannot really reflect the consumer suction pressure, and the satisfaction of the cigarette was characterized by the stand-up index of mainstream smoke,to a certain extent.3） In the state of the same cigarette filling, the suction pressure stimuli of the consumer perception was directly related to the flow rate of smoke gas, bound by product size, ventilation, and other design factors. 4） Based on the comfort feeling characteristics of product, the design thinking of relaxed feeling of consumer perception on fine cigarette characterized by low ventilation and high satisfaction was explored to fit for the smoking habits of Chinese consumers.

关 键 词：细支卷烟 轻松感 满足感 舒适感 消费者感知 

分 类 号：TS452[农业科学—烟草工业]