卷烟消费文化区域性差异分析

Analysis of Regional Differences in Consumer Culture of Cigarette

通过在全国5个目标区域对"利群"牌卷烟消费者消费文化的抽样调查,应用SPSS15.0统计分析软件对样本进行聚类分析,并结合近四年来利群牌卷烟在该区域的销售情况,结果表明:华东地区(杭州):品质个性族和舒适经济族,需要保持较稳定的销售状态;华南地区(广州):时尚新锐族、休闲品质族和自然简约族,需加大对利群卷烟阳光系列和较高端原生系列的销售;西南地区(成都):品质个性族和自然简约族,可以加大利群卷烟原生系列的销售;东北地区(沈阳):自然简约族和舒适经济族,可以主推利群卷烟的较低端原生系列;西北地区(兰州):休闲品质族和时尚新锐族,需稳步推进,加大宣传力度。

To get a comprehensive understanding on cigarette consumer culture of liqun in 5 appointed regions, a sampling investigation was conducted, and the samples were clustered attalysis with statistical analysis software spss15.0, meanwhile combining with sales of cigarettes at the regions in past four years. The results showed that： East of China （Hangzhou） ： quality-required and personality cluster, comfortable and economical cluster, should be keep steady selling. North of China （ Guangzhou ）, vogue and exciting cluster, leisure and quality cluster, natural and simple cluster, should be expand the scale of cigarette sales in sunny series and high-end primitive series of liqun ; In southwest （ chengdu） ; quality-required and personality cluster, natural and simple cluster, should be expend sales in primitive series of liqun; In northeast （Shenyang） ： natural and simple cluster, comfortable and eco- nomical cluster, should be expend sales in mid and low-end primitive series. In northwest （Lanzhou） ： leisure and quality cluster, vogue and exciting cluster, should be grow steadily and strengthen propaganda.