卷烟包装形象区域性差异分析

Analysis of Regional Differences in Cigarette Packing

卷烟的包装形象是吸引消费者购买选择的最直接视觉感官,同时还代表着卷烟的吸味风格、品牌风格以及文化特色。调查显示,卷烟消费者对包装形象(外包装色彩和图案)的偏好要求有着明显的差异:华东地区(杭州)消费者对卷烟的外包装色彩偏好黄色;华南地区(广州)消费者最偏好红色;西南地区(成都)和东北地区(沈阳)消费者热衷于白色;而西北地区(兰州)消费者最喜欢黑色。同时,全国各区域的卷烟消费者对外包装图案普遍偏好名胜古迹和自然风光类的图案,在区域上略有不同,主要表现在杭州、广州和成都也较喜欢意象图形类的图案,而兰州中意历史英雄类的图案。了解分析这些差异性有利于为将来研发、投放新产品提供市场依据,以期提高品牌的市场占有率。

The packing image of cigarette not only was the most direct visual sense to attract consumers to choose, but also represented the taste type, brand style and cultural characteristic of cigarette. Survey suggested that consumers of cigarette had obvious difference to the preference requirements of packing image （outer packaging color and pattern） ： In east China （Hangzhou）, consumers had predilection to yellow when choose the outer packaging of cigarette. In north China （Guangzhou） , consumers preferred red. In southwest （Chengdu） and northeast （Shenyang） , consumers were interested in white. In northwest （ Lanzhou）, consumers preferred black. Meanwhile, general consumers of cigarette in all the regions preferred the pattern of places of interest and natural scenery to the outer packaging. But there was slight difference in the region, which was mainly shown in the following phenomenon ： Hangzhou, Guangzhou and Chengdu were more like the type of images graphic, but Lanzhou prefers the type of historical heroes. It was conduced to provide a solid market base for research and development and launch new products in future, and increase brand share.