卷烟包装特性与市场前景间的多序列相关分析

Polyserial Correlation between Market Prospect and Packing Characteristics of the Cigarette

以云产卷烟14个研发新品在10个城市的市场调研数据为基础,采用多序列相关分析了卷烟产品包装特性与市场前景态度的相关性。结果表明,卷烟包装的总体印象评价得分基本由色彩得分和构图得分决定,且色彩和构图得分对总体印象具有协同作用;色彩、构图和总体印象评分越高其市场前景态度有明显偏向于看好的趋势,而评分越低其市场前景态度有明显偏向于不好的趋势。

Based on the research data of 14 cigarette new products made by Yunnan Industrial Co.,Ltd. among 10 cities,the polyserial correlation between market prospect and packing characteristics of the cigarette were analyzed. Results showed that,the score of overall impressions is determined by the score of colors and compositions in cigarette packing. There is a synergistic action between the score of colors and compositions on the score of overall impressions. The score of colors and compositions is as high as possible and the trend of market prospect is as positive as possible,otherwise,the trend of market prospect is as negative as possible.