卷烟包装偏好的区域性及对象性差异分析

The Analyses on the Regional and Objective Differences for the Preference of the Cigarette Packaging

以14个卷烟新品包装在昆明、南京等10个城市的市场调研数据为基础,分析了卷烟包装偏好的区域性差异和对象性差异。结果表明,卷烟包装偏好的区域性差异和对象性差异明显;不同城市在色彩、构图、包装总体印象和市场前景态度的评估上均存在明显差异,且西南地区和东部沿海地区差异明显;不同访问对象对色彩、构图、包装总体印象和市场前景态度评估存在明显差异,零售户评价程度较高,商业公司从业人员评价程度适中,卷烟市场营销人员评价程度较低。

Based on the market research data of the cigarette packaging on 14 new products in 10 cities such as Kunming,Nanjing et al,the regional and objective differences for the preference of the cigarette packaging were analyzed. The result showed that,there were obvious regional and objective differences in the preference of the cigarette packaging. Some differences among 10 cities were found in color,composition, overall impression and market prospect,especially there were obvious differences between southwestern region and eastern coastal region in china;Also,some differences among three objects were found in color,composition,overall impression and market prospect,those characters can divide the objects into groups with high rating（cigarette retailer）,intermediate rating（commercial company） and low rating（marketer）.