基于消费者感知的卷烟产品质量影响因素的研究

The Research On Factors Concerning Tobacco Product Based On the Perception Of The Consumer

烟草行业作为一种特殊的行业,自从1982年实行烟草专卖制度以来,为我国的经济发展做出了巨大贡献,成长为国民经济发展的支柱产业。卷烟产品质量的高低将直接决定着中国烟草企业在面对国内外激烈竞争中的成败,而目前关于卷烟产品质量的研究更多地局限于化学层面,而不是从消费者的角度出发。因此,本文将以湖北中烟工业公司卷烟产品为例,运用实证研究方法,从消费者感知的角度出发,研究影响卷烟产品质量的众多因素,为企业改进卷烟产品质量提供决策。

Tobacco industry, a special business, has made great contribution to the national economic development and evolved into the pillar industry since the establishment of the tobacco monopoly. Hence, in some sense, the quality of the tobacco product determines whether the Chinese tobacco companies would outstrip in the competition domestically or abroad. However, so far, the researches with regard to the quality of the tobacco product have mostly focused on the ingredients, ignoring the perspective of the consumer. Based on this, this paper empirically analyzes the factors influencing the quality of the tobacco product from the perspective of the consumer, in order to provide strategy for the corporate.