Based On Lewin Model Cigarette Consumption Behavior Research In Xishan District

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' personal characteristics,cigarette consumption habits and cigarette brand consumption characteristics and designing the survey.The research uses Excel and SPSS statistical 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'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.