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烟草制品行业消费者调研的案例分享和经验总结

2024-07-18 09:36:45 来源：尚普咨询浏览量：0

烟草制品行业是一个历史悠久、规模庞大、影响深远的行业，2022年全球烟草市场规模为8,676.2亿美元，预计在预测期内收入年复合增长率为2.6%。然而，烟草制品行业也是一个充满挑战和机遇的行业，随着消费者的需求和偏好不断变化，以及政府的监管和干预不断加强，烟草企业需要不断地了解和适应市场的动态，以保持竞争力和可持续发展。消费者调研是烟草企业获取市场洞察和制定战略的重要手段，通过有效地收集、分析和利用消费者的数据和信息，烟草企业可以更好地满足消费者的需求，提升消费者的满意度和忠诚度，增强品牌的影响力和价值。

尚普咨询公司是中国知名的独立第三方行研与投融资咨询机构，致力于为企业战略决策提供专业解决方案。尚普咨询公司从2008年开始涉足市场调研业务，14年来亲历并见证了中国市场调研行业的快速发展，已为超过5000家客户提供过专业的市场研究及相关咨询服务，服务客户覆盖多个行业领域，现已成为中国最具影响力的市场研究内资领导品牌，并荣获“中国市场调查客户满意最佳品牌奖”，拥有中国国家统计局颁发的“中华人民共和国涉外调查许可证”。尚普咨询公司在烟草制品行业消费者调研方面有着丰富的经验和专业的团队，为多家烟草企业提供了高质量的消费者调研服务，帮助他们获取了有价值的市场洞察和战略建议。本文以尚普咨询公司为例，分享了其在烟草制品行业消费者调研方面的几个成功案例，包括对烟草消费者的市场细分、行为分析、满意度评估、新产品测试等，以及在这些案例中运用的方法、工具和技术。本文还总结了尚普咨询公司在烟草制品行业消费者调研中的经验和教训，为烟草企业和其他相关利益方提供了一些启示和建议。

Case1：烟草消费者市场细分

市场细分是指将一个大型的均质市场分割成若干个具有相似需求、偏好或特征的子市场的过程，以便更有效地满足不同的消费者群体。市场细分是市场营销的基础，也是消费者调研的重要内容，通过市场细分，烟草企业可以更清楚地了解消费者的需求和行为，更精准地定位目标市场，更有效地制定产品、价格、渠道和促销策略，从而提高市场份额和利润。

尚普咨询公司曾为一家国内知名的烟草企业提供了烟草消费者市场细分的调研服务，该企业主要生产和销售高端烟草产品，面临着市场竞争的加剧和消费者需求的多样化的挑战，希望通过市场细分，找到其潜在的目标市场和消费者群体，以及他们的需求和偏好，从而优化其产品组合和市场策略。尚普咨询公司采用了多种方法和工具，为该企业进行了全面的烟草消费者市场细分的调研，主要包括以下几个步骤：

第一步：确定市场细分的目的和基础。尚普咨询公司与该企业进行了深入的沟通和讨论，明确了市场细分的目的和范围，即为该企业的高端烟草产品找到最有潜力的目标市场和消费者群体，以及他们的需求和偏好。同时，尚普咨询公司也确定了市场细分的基础，即根据消费者的地理、人口统计、心理和行为等特征，将市场分割

第二步：收集和分析市场数据。尚普咨询公司利用其丰富的数据资源和专业的数据分析能力，为该企业收集和分析了大量的市场数据，包括烟草行业的发展趋势、竞争格局、政策法规、消费者的数量、结构、分布、购买力等。尚普咨询公司还通过多种渠道和方式，如问卷调查、深度访谈、焦点小组、观察法等，为该企业获取了更多的一手数据，如消费者的需求、偏好、态度、行为、满意度、忠诚度等。

第三步：进行市场细分。尚普咨询公司根据市场细分的基础，即消费者的地理、人口统计、心理和行为等特征，将市场分割成若干个子市场，每个子市场具有相似的消费者群体。尚普咨询公司运用了多种市场细分的方法和技术，如聚类分析、因子分析、判别分析、主成分分析等，以确保市场细分的有效性和科学性。尚普咨询公司最终为该企业划分了四个主要的市场细分，分别是：

高端品味型：这一市场细分的消费者主要是高收入、高学历、高职位的人群，他们对烟草产品的品质、口感、形象等有着很高的要求，他们喜欢高端、奢华、稀缺的烟草产品，他们认为烟草产品是一种身份和地位的象征，他们愿意为此付出高昂的价格，他们对烟草产品的品牌忠诚度较高，他们的消费频率和量较低，他们的消费场合和对象较为特定，他们对烟草产品的健康风险较为关注，他们对新产品的接受度较低。

时尚潮流型：这一市场细分的消费者主要是年轻、时尚、开放的人群，他们对烟草产品的功能、创新、个性等有着较高的要求，他们喜欢新颖、独特、多样的烟草产品，他们认为烟草产品是一种生活方式和个性表达的方式，他们愿意为此付出合理的价格，他们对烟草产品的品牌忠诚度较低，他们的消费频率和量较高，他们的消费场合和对象较为广泛，他们对烟草产品的健康风险较为忽视，他们对新产品的接受度较高。

传统习惯型：这一市场细分的消费者主要是中老年、保守、稳定的人群，他们对烟草产品的成本、效用、信赖等有着较高的要求，他们喜欢经典、稳定、可靠的烟草产品，他们认为烟草产品是一种习惯和需求的满足，他们愿意为此付出适中的价格，他们对烟草产品的品牌忠诚度较高，他们的消费频率和量较稳定，他们的消费场合和对象较为固定，他们对烟草产品的健康风险较为认同，他们对新产品的接受度较低。

价值理性型：这一市场细分的消费者主要是低收入、低学历、低职位的人群，他们对烟草产品的价格、性价比、满足感等有着较高的要求，他们喜欢便宜、实惠、满足的烟草产品，他们认为烟草产品是一种消费和享受的方式，他们愿意为此付出低廉的价格，他们对烟草产品的品牌忠诚度较低，他们的消费频率和量较不稳定，他们的消费场合和对象较为随意，他们对烟草产品的健康风险较为漠视，他们对新产品的接受度较中等。

第四步：评估和选择目标市场。尚普咨询公司根据市场细分的结果，为该企业评估了每个市场细分的规模、增长、竞争、利润、风险等指标，以及该企业在每个市场细分中的优势、劣势、机会、威胁等因素，运用了多种评估和选择目标市场的方法和技术，如波士顿矩阵、GE矩阵、SWOT分析等，以确保评估和选择目标市场的客观性和合理性。尚普咨询公司最终为该企业推荐了两个最有潜力的目标市场，分别是高端品味型和时尚潮流型，这两个市场细分的消费者群体最符合该企业的高端烟草产品的定位和特点，也最能体现该企业的核心竞争力和品牌价值，同时也具有较大的市场规模和增长空间，以及较高的利润率和较低的风险水平。

案例二：烟草消费者行为分析

消费者行为分析是指对消费者在购买、使用和处置烟草产品过程中的行为和影响因素进行系统的观察、记录、测量和解释的过程，以便更深入地了解消费者的动机、态度、偏好和满意度，以及影响消费者行为的内部和外部因素。消费者行为分析是消费者调研的重要内容，也是市场营销的核心，通过消费者行为分析，烟草企业可以更准确地预测和影响消费者的行为，更有效地设计和推广烟草产品，从而提高消费者的忠诚度和市场的份额。

尚普咨询公司曾为一家国际知名的烟草企业提供了烟草消费者行为分析的调研服务，该企业主要生产和销售电子烟等新型烟草产品，面临着市场的不确定性和消费者的不熟悉度的挑战，希望通过消费者行为分析，了解消费者对其新型烟草产品的认知、态度、接受度和使用情况。

进行消费者行为分析。尚普咨询公司根据消费者行为的数据和信息，对消费者在购买、使用和处置新型烟草产品过程中的行为和影响因素进行了系统的观察、记录、测量和解释，运用了多种消费者行为分析的方法和技术，如行为模型、行为方程、行为树等，以确保消费者行为分析的深度和广度。尚普咨询公司最终为该企业提供了以下几个方面的消费者行为分析的结果和建议：

消费者对新型烟草产品的认知：尚普咨询公司发现，消费者对新型烟草产品的认知程度和内容存在较大的差异，一部分消费者对新型烟草产品有着较高的认知程度和较全面的认知内容，他们了解新型烟草产品的种类、特点、优势、风险等，他们对新型烟草产品持有较为积极的态度，他们认为新型烟草产品是一种创新和进步的产品，可以提供更好的体验和更少的危害，他们对新型烟草产品有着较高的接受度和使用意愿，他们是新型烟草产品的主要用户和推动者。

另一部分消费者对新型烟草产品有着较低的认知程度和较片面的认知内容，他们对新型烟草产品的了解很少，或者只知道一些表面的信息，他们对新型烟草产品持有较为消极的态度，他们认为新型烟草产品是一种不可靠和不必要的产品，无法替代传统的烟草产品，甚至可能带来更多的问题和风险，他们对新型烟草产品有着较低的接受度和使用意愿，他们是新型烟草产品的主要拒绝者和阻碍者。尚普咨询公司建议该企业针对不同的消费者群体，采取不同的市场营销策略，对于认知程度高、态度积极的消费者，该企业应该加强与他们的沟通和互动，提高他们的忠诚度和推荐度，利用他们的影响力和口碑，扩大新型烟草产品的市场份额和知名度；对于认知程度低、态度消极的消费者，该企业应该加大对他们的教育和引导，提高他们的认知程度和内容，改变他们的态度和偏见，增加他们的接受度和使用意愿，利用他们的潜力和需求，转化他们为新型烟草产品的用户和支持者。

消费者对新型烟草产品的购买行为：尚普咨询公司发现，消费者对新型烟草产品的购买行为受到多种因素的影响，包括个人因素、社会因素、情境因素等，这些因素影响着消费者的购买动机、购买过程、购买决策等。尚普咨询公司分析了消费者对新型烟草产品的购买行为的主要特点和规律，如下：

消费者对新型烟草产品的购买动机主要有以下几种：一是为了满足自身的需求和欲望，如提高自我形象、享受新鲜感、追求健康等；二是为了适应社会的期望和压力，如遵循潮流、融入群体、避免排斥等；三是为了解决问题和困难，如减少烟草依赖、降低烟草成本、避免烟草限制等。

消费者对新型烟草产品的购买决策受到多种因素的影响，其中最主要的有以下几种：一是个人因素，如消费者的性别、年龄、收入、教育、职业、性格、生活方式、价值观等，这些因素影响着消费者的需求、偏好、态度、信念等；二是社会因素，如消费者所处的文化、社会阶层、参照群、家庭、朋友、意见领袖等，这些因素影响着消费者的期望、压力、影响、模仿等；三是情境因素，如消费者所处的时间、地点、氛围、场合、心情、状态等，这些因素影响着消费者的紧迫感、便利性、舒适度、情感等。

消费者对新型烟草产品的使用行为：尚普咨询公司发现，消费者对新型烟草产品的使用行为也存在较大的差异和多样性，主要表现在以下几个方面：一是使用频率，即消费者使用新型烟草产品的次数和间隔，有的消费者每天使用多次，有的消费者偶尔使用一次，有的消费者只在特定的场合和时刻使用；二是使用量，即消费者每次使用新型烟草产品的数量和时长，有的消费者每次使用多支，有的消费者每次使用一支，有的消费者每次使用半支。

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