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论文从消费者行为理论入手，梳理了国内外消费者行为研究相关文献，
重点研究了 Lewin 消费行为模型和国内烟草行业学者对于卷烟消费行为影响
因素的文献。接下来，论文以无锡锡山区卷烟市场为研究对象，通过统计数
据与田野调查，对锡山区卷烟市场供需情况，从卷烟销量、价位、品规三个
视角出发做定量分析，发现锡山区卷烟销售面临的主要问题：市场容量下降，
卷烟供大于求、品牌分化严重，发展不均衡、以及进度分配不均。提出卷烟
消费行为研究的必要性；再接下来，基于 Lewin 消费行为模型，分析了影响
卷烟消费行为的内驱力因素：个人生理需要、社会身份认同需求和消费者心
理因素，以及价格、文化和参照群体等外部诱因，并构建了“个体-行为-品
牌”卷烟消费者行为模型，总结出消费者个人统计特征、卷烟消费行为特征
和卷烟品牌规格消费行为特征三个变量维度，设计调查问卷，运用 Excel 和
SPSS 数据统计软件分析影响卷烟消费的主要因素与相互关系
研究结论表明：不同职业、不同收入的群体对于卷烟消费选择各有侧重
但是，价格和口感是消费者最为关注的属性；在不同价位的卷烟中，单包零
售价格为 20 元左右的卷烟是当前锡山地区卷烟销售品牌的主流，也是消费者
重点选择的品牌。而且，消费者卷烟选择态度改变困难。根据研究结论，从
改变消费态度的过程入手。将态度构成的三个因素认知成分、情感成分、行
为成分嵌入至“个体-行为-品牌”消费行为模式中。认知成分由价值观主导，基于 Lewin 模型的锡山地区卷烟消费行为研究起着归类和引导的作用。情感感知是卷烟消费行为的调节因素
归纳总结出锡山卷烟市场消费行为一般规律，提出锡山烟草营销策略
在卷烟品牌规格策略中，主要采取：结合品牌规格诊断体系，确立在销品牌
规格培育策略、依据消费数据，建立卷烟品牌规格培育体系、重视数据，提
升数据运用能力；在卷烟差异化营销策略中，主要采取：提升客户经理素能，
推动服务升级、建立客户经验策略库，实现一店一策、建立有效的促销行为；
在卷烟货源投放策略中，本文建议的策略有：以消费者行为数据为基础，进
行科学的卷烟投放、科学分类零售户，将卷烟投放至合适的客户、加强工商
协同，打通卷烟销售上下游。最后，从控烟角度出发，本文为控烟政策制定
提供一定的参考
关键词：Lewin 消费行为模型 卷烟消费态度 卷烟营销策略AbstractAbstract
Chinese tobacco enterprises are an important part of state-owned enterprises.
At the same time, tobacco tax revenue plays an important role in national financial
revenue. According to the international tobacco control performance requirements,
Chinese government raised taxes to control cigarette consumption in 2015. By
June 2016, national cigarette sales declined 5.6% to 47.01 million boxes. With the
increasing pressure of market competition, tobacco enterprises pay more and more
attention to cigarette consumption market and consumer behavior, trying to build a
consumer-oriented market system.
This dissertation begins with the consumer behavior theory. Combining with
consumer behavior research at home and abroad, this article analyses the studies
on “Lewin consumer behavior model” and the influencing factors of cigarette
consumption behavior discussed by scholars of domestic tobacco industry.
Combined with the literature review, this article deeply analyses Xishan district
cigarette sales in the supply and demand situation through statistical data and field
research. On the view of cigarette sales, price and quality, the article finds out the
current cigarette sales problems. Facing issues of market capacity decline,
cigarette supply exceeds demand, serious brand differentiation, unbalanced
development and uneven distribution of progress, a research on cigarette
consumption is highly urgent. After that, based on “Lewin consumer behavior
model”, the research concludes the key factors of consumer internal drive and
external influences. The internal drive includes individual physiological needs,
social identity needs and consumer psychological factors while the external factors
covers price, culture and reference groups. Due to the internal and external factors,
the paper establishes an individual-behavior - brand cigarette consumer behavior
model, summarizing three variable quantity, including the consumers&39; personal
characteristics, cigarette consumption habits and cigarette brand consumption
characteristics and designing the survey. The research uses Excel and SPSSBased on Lewin model cigarette consumption behavior research in Xishan districtstatistical software to analyze the main factors influencing the cigarette
consumption and the relationship between them.
The research results indicate that different careers and income groups have
different cigarette consumption choices. However, the price and taste are the most
important factors on the properties of the consumers. In all kinds of cigarettes，
single package at the retail price of 20 yuan is the current mainstream cigarette
brand in Xishan area and the key choice of consumers. What’s more, cigarette
consumption attitude is difficult to change. According to the research conclusion, I
set up the cigarette consumption attitude adjustment model and interpret regulating
factors. The article adds the three factors of cognitive, emotion and behavior into
the individual-behavior-brand consumer behavior model. Cognitive is dominated
by sense of value and plays the role of classification and guidance. Emotion is the
regulating factor of cigarette consumption behavior.
In conclusion, the paper sums up the general law of Xishan cigarette market
consumer behavior and proposes recommendations for tobacco marketing strategy.
Firstly, in brand strategy, the main measures include combining with the brand
specification diagnosis system and consumption data, establishing the cultivation
strategy of brand, paying attention to the data and improving the data using ability.
Secondly, in the area of marketing strategy, the main measures contain enhancing
the customer manager&39;s ability, promoting the upgrading of the service,
establishing the customer database, conducting effective promotion. Thirdly,
considering the delivery strategy, the article recommends conducting reasonable
cigarette delivery based on consumer data, scientifically classifying retail
consumers, strengthening industrial and commercial cooperation and upstream and
downstream collaboration. Last but not least, from the point of view of tobacco
control, the article provides a reference for tobacco control policy.
Keywords: Lewin consumer behavior model；Cigarette consumption attitude
adjustment model；Cigarette marketing strategy目 录目 录
1 绪论......1
1.1 研究背景 .......... 1
1.2 研究目的 .......... 3
1.3 研究思路和框架 .... 4
1.4 研究方法........... 5
2 文献综述..7
2.1 消费者行为理论..... 7
2.1.1 国外研究概述... 7
2.1.2 国内研究概述... 8
2.2 LEWIN 消费者行为模型 9
2.2.1 Lewin 模型..... 9
2.2.2 消费购买行为影响因素...... 10
2.2.3 消费者态度改变过程........ 11
3 锡山地区卷烟消费总量和结构研究 ...13
3.1 锡山分公司卷烟销量分析........ 13
3.1.1 锡山分公司市场容量测算.... 13
3.1.2 锡山分公司历史销量分析.... 14
3.1.3 价类视角下的卷烟销量分析.. 15
3.2 卷烟价位视角销量分析.......... 16
3.2.1 分价位段销量同比分析...... 16
3.2.2 分价位段月度销量占比分析.. 17
3.2.3 分价位段月度销量对比分析.. 18基于 Lewin 模型的锡山地区卷烟消费行为研究3.3 卷烟品规视角销量分析.......... 19
3.3.1 重点关注品规销量分析...... 19
3.3.2 重点关注品规月度占比分析.. 20
3.4 锡山分公司卷烟销售的问题与挑战 21
4 基于 LEWIN 模型的问卷调研 .........23
4.1 LEWIN 行为模型消费行为影响因素. 23
4.1.1 卷烟消费内驱力因素........ 24
4.1.2 卷烟消费外部诱因.......... 25
4.2 问卷开发和设计.... 27
4.2.1 人口统计变量...........
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