基于城市群理论的山东卷烟市场消费类型划分

Consumption Type Classification of Cigarette Market in Shandong Province Based on Urban Agglomeration Theory

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。

In 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 201 1 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 consum-ers of Zaozhuang paid more attention to cigarette brand than price,but the other regions were generally the op-posite.The loyalty of consumers to cigarette brand in Shandong Province was generally lower except Linyi,Ji-ning and Taian.