基于自组织建模方法的卷烟购买因素分析  

Analysis of factors affecting cigarette purchasing based on self-organizing modeling

作　　者：石凤学 张涛 邹娟 何建龙 王海娟 陶鹰 李永煜 高翔 徐艳群 浦倩 杨蕾 刘卉 苗菘 郭珺 冷思漩 吴家灿 冯洪涛 SHI Fengxue ZHANG Tao ZOU Juan HE Jianlong WANG Haijuan TAO Ying LI Yongyu GAO Xiang XU Yanqun PU Qian YANG Lei LIU Hui MIAO Song GUO Jun LENG Sixuan WU Jiacan FENG Hongtao(Research and Development Center, China Tobacco Yunnan Industrial Co., Ltd., Kunming 650231, China)

机构地区：[1]云南中烟工业有限责任公司技术中心,昆明650231

出　　处：《中国烟草学报》2017年第3期124-132,共9页Acta Tabacaria Sinica

基　　金：云南中烟工业有限责任公司技术中心科技项目"基于饮食习惯的卷烟消费市场细分"(JSZX2014RK02);云南中烟工业有限责任公司科技项目"基于卷烟品类构建的云产卷烟品牌体系建设"(2015CP09)

摘　　要：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。This paper aims to investigate consumer motivation in purchasing cigarettes of different specifications. Self-organizing GMDH （group method of data handling） algorithm was applied to analyze such factors as brand image, value （price）, social acceptance, health issues, newly created, product characteristics and sales channels/sales promotion affecting cigarettes purchase of three price segments and four specifications in 2015. Results showed that the most important purchasing factors were brand image and value （price）. This could render favorable reference for cigarette manufacturers to improve cigarette quality and maintain brand image.

关 键 词：购买动机 自组织建模 GMDH 卷烟 

分 类 号：F426.8[经济管理—产业经济] F713.55