卢迪等

摘要：为研究区域因素对卷烟消费行为的影响，对山东省17个地市级卷烟市场随机抽取的消费者样本进行了问卷调查，并对2011年山东省各地市级商业公司的卷烟销量数据进行了统计分析。结果表明：济南、淄博、潍坊、东营、烟台、青岛、威海、日照的卷烟消费水平相对较高。烟台、济南等地的消费者对非地产烟的接受程度相对较高，东营、潍坊等地的消费者则更倾向于购买地产烟；枣庄地区的消费者对卷烟品牌知名度的关注程度相对较高，其它地区更关注产品价格；除临沂、济宁和泰安三地外，山东省的卷烟消费者对卷烟品牌的忠诚度普遍较低。

关键词：区域；卷烟；消费特征；差异

中图分类号：F014.5 文献标识号：A 文章编号：1001-4942（2014）03-0144-05

AbstractIn order to investigate the influences of regional factor on cigarette consumption behavior， a questionnaire survey to random consumers of 17 prefecture-level cities of Shandong Province were conducted， and the cigarette sale data in 2011 of prefecture-level companies were statistically analyzed. The results showed that the cigarette consumption level of Jinan， Zibo， Weifang， Dongying， Yantai， Qingdao， Weihai and Rizhao were relatively higher. The consumers of Yantai and Jinan accepted the nonlocal cigarettes more easily， but consumers of Dongying and Weifang were much more inclined to buy local cigarettes. The consumers of Zaozhuang paid more attention to cigarette brand than price， but the other regions were generally the opposite. The loyalty of consumers to cigarette brand in Shandong Province was generally lower except Linyi， Jining and Taian.

Key wordsRegion； Cigarette； Consumption characteristic； Difference

卷烟作为一种特殊消费品，不仅能够满足消费者的生理与心理需求[1]，还在许多场合被作为一种社交工具。随着我国的消费水平以及广大消费者文化诉求的不断提升，中式卷烟的产品开发也由最初的以满足消费者生理诉求为主发展到目前的产品功能核心、技术核心与文化核心并重。产品技术核心的实现可以通过工业企业的技术创新来实现，但产品功能核心和文化核心的实现都要依托于对不同地区消费者卷烟消费特征的把握，工业企业只有掌握了不同地区卷烟消费者在消费水平、吸味偏好以及文化诉求等方面的差异，才能进行有针对性的产品开发和投放，才能更好地满足各个市场的差异化需求，实现精准营销[2～4]。……