摘要
作为快速消费品的白酒，在我国经济快速发展和人均可支配收入、人均消费持续
增长的背景下，广阔的市场需求为白酒行业的发展奠定了基础。自 2012 年国家“三公
消费”限制的颁布，白酒行业进入寒冬期阶段，持续增长超高态势已不复存在，受到
严重影响；黄金十年高速发展形成的后遗症，产能过剩、市场需求骤减、消费者结构
失衡，让白酒企业陷入彷徨，不少规模较小的白酒企业纷纷倒闭。如何在完全竞争行
业市场下，在市场化程度高、竞争激烈、行业调整背景下，求得生存，是当前白酒企
业面临的重要难题。据统计 2014 年和 2015 年四特酒保持了 10%的增长态势，说明限
制高端酒公款消费对一线白酒品牌冲击较大，而四特酒作为二线品牌，具有挤入式的
增长空间。在机遇与挑战的背景下，如何赢得更多的市场份额是四特酒亟需解决的问
题，如何保持本土强势地位，拓展销售，对四特酒营销战略进行全面的分析是十分必
要的

为此本文从消费者购买行为理论体系，通过开发调查问卷了解消费者购买白酒的
目的和渠道。以所在企业四特酒企业为例，通过开发调查问卷，分析不同性别、年龄、
学历、月收入、职业的消费者购买目的比较分析，采用描述性统计分析四特酒的购买
渠道和优劣势，构建线性回归模型分析四特酒消费者购买行为，最后根据研究结论提
出建议对策

关键词：消费者行为；分析；四特酒II
ABSTRACT
As the rapid consumption of liquor in China&39;s rapid economic development and per
capita disposable income, per capita consumption continued to grow in the background, the
broad market demand for the development of the liquor industry laid the foundation. Since the
enactment of the 2012 national Official business expenses limit the liquor industry into the
winter period, continuous growth of ultra high situation has ceased to exist, seriously affected
the formation of gold; ten years of rapid development sequelae, overcapacity, market demand
plummeted, the consumer structure imbalance, let liquor enterprises fall into a loss, many
smaller scale liquor enterprises bankrupt. How to survive in the competitive market, under the
background of high degree of marketization, fierce competition and industry adjustment, it is
an important problem for liquor companies. According to the statistics in 2014 and 2015, four
special wine to maintain a 10% growth trend, the limits that public consumption of high-end
wine large first-line liquor brand impact, and four special wine as a second-line brand, with
the growth in space. Opportunities and challenges in the context of how to win more market
share is the four special wine is needed to solve the problem, how to maintain local strong
position, expand sales, to conduct a comprehensive analysis of the four special wine
marketing strategy is very necessary.
In this paper, from the perspective of consumer behavior, to understand the consumer&39;s
purchase motivation and demand, so as to better provide consumers with better products and
services, to win the trust of consumers in the liquor business. Taking the enterprise site wine
enterprises as an example, using the SWOT method to analyze the market site wine industry
and analysis using the CPM matrix, while the development of the questionnaire, analysis of
different gender, age, education, income, occupation of the consumer purchase motivation
analysis, using descriptive statistical analysis of site wine purchase channels and advantages
and disadvantages, constructed the linear regression model analysis of site wine consumer
purchase intention, finally the suggestions according to the research conclusion.
Key Words: Consumer Behavior; Analysis;SitirLiquoIII
目录
摘要.I
ABSTRACT...........II
目录...........III
1导论..........1
1.1选题背景...1
1.2研究意义...2
1.2.1理论意义....2
1.2.2实践意义....2
1.3研究的内容与研究方法...3
1.3.1研究内容....3
1.3.2研究方法....3
1.4研究的创新之处...3
2.理论基础及文献综述......5
2.1相关理论基础.......5
2.1.1消费者行为概念....5
2.1.2消费购买行为理论6
2.2国内外研究现状...7
2.2.1国外研究现状........7
2.2.2国内研究现状........8
2.3 研究述评.10
3.四特酒消费者购买行为调查研究........11
3.1研究对象和调查方式.....11
3.1.1研究对象..11
3.1.2调查方式..12
3.2问卷设计.12
3.3样本回收及特征分析.....13IV
3.3.1样本回收..13
3.3.2样本特征分析......14
3.4 不同消费者购买四特酒目的比较分析.16
3.4.1不同性别消费者的四特酒购买目的......16
3.4.2不同年龄消费者的四特酒购买目的......17
3.4.3不同学历消费者的四特酒购买目的......18
3.4.4不同平均月收入消费者的四特酒购买目的......19
3.4.5不同职业消费者的四特酒购买目的......20
3.5 描述性统计分析.21
3.5.1四特酒购买渠道统计分析..........21
3.5.2四特酒优势统计分析......21
3.5.
。。。以上简介无排版格式，详细内容请下载查看