Yunnan Cigarette Products, Customer Satisfaction Factors Research

China's tobacco industry has implemented monopoly franchise system. Yunnan's Tobacco holds an important position in the tobacco industry. The tobacco industry is a pillar industry in Yunnan. With the arrival of the trend of Internationalization in the domestic market, the tobacco industry is facing a severe market test. On the one hand, transnational tobacco companies, with their internationally renowned brands, advanced technologies, strong research and development capabilities and flexible marketing means, enter the China market. On the other hand, Framework Convention on Tobacco Control in China has entered into force. The living environment of the tobacco has been greatly restricted. Therefore, the tobacco industry must change the traditional business model, and establish a market-oriented marketing system.The customer is the core of the market. Enterprise survival depends on the customer. How to attract and retain customers has become one of the core competitiveness of enterprises. These must be to improve customer satisfaction as a precondition. Since 1970s, marketing scholars in developed countries began to study customer satisfaction, and established customer satisfaction index model. Since 1995, China also began to study the theory and conduct evaluations on some industries. But tobacco industry carried out the work in this area less. Researching customer satisfaction on cigarettes and exploring the influencing factors to make cigarette companies establish a business philosophy of "customer first, the intention of service" have an important practical significance.This paper referred American Customer Satisfaction Index model and European Customer Satisfaction Index model, combined with the actual situation of China's tobacco industry and the characteristics of cigarettes, constructed customer satisfaction hypothetical model of cigarettes. The four major cigarette brands of Yunnan---Hongtashan, Yuxi, Yunyan and Honghe were selected as the research objects. Questionnaire survey was carried out. Structural equation modeling analysis software AMOS was used to confirm the hypothetical model. The results are as follows:Corporate/brand image has significant positive effects on perceived quality, perceived value and customer satisfaction. Corporate/brand image doesn't have a significant positive effect on customer loyalty, but has an indirect effect on customer loyalty through customer satisfaction. Perceived quality has significant positive effects on perceived value and customer satisfaction. Customer satisfaction has a significant positive effect on customer loyalty. Customers more concerned about cigarette brands, manufacturers and cigarette prices. These factors have very significant impacts on cigarette consumption.Based on the conclusions, some suggestions and measures were put forward for improving customer satisfaction on Yunnan cigarettes from cigarette brand positioning, improving brand recognition and building good corporate image and building consumer demand-oriented marketing mechanism three aspects.