Research On Consumer Purchase Motivation Factors Of Cigarette Brand

China is the world’s largest tobacco producer and tobacco consumer. Tobaccoindustrial enterprise financial revenue contribution to the local government alwaysplays an important role, has a pivotal position. Although tobacco industry implementsthe state tobacco monopoly system for a long time, but the upstream of the plannedeconomy, the downstream feature of market economy, coupled with the tobaccoindustry barriers to regional markets continuously break made tobacco brand in thedownstream market competition. Jiangxi market has long been under the influence ofsales is greater than the yield of openness has been relatively high, strong brands intothe past ten years, and continuously expand its share in the local market, of localbrands "jinsheng" caused a great impact of cigarette sales. Some strong brands arepart of the market in part of the specifications of the grade on sales of cigarettes havefar more than brand "from" the same product sales, of which the nanchang market"furong king" cigarette sales and market share are far more than domestic "nonsuch“jinsheng" cigarettes was the most outstanding. This phenomenon for brand"from" the damage is not only a lack of sales, more important is the brand image ofthe damage caused by the loss of consumers. For "jinsheng" brand need to beconsumer buying motivation factor analysis, firmly grasp the market developmenttrend, from product design, development, positioning and marketing of various angles,to cater to consumers’ purchasing psychology, enhance core competitiveness of thebrand, brand to occupy the market share.Jiangxi tobacco engaged in marketing work as part of a business personnel, inthis paper, the author took the topic to the nanchang market high-grade cigaretteconsumer purchasing motivation (especially class consumers)20yuan in buyingobjects, purchase time, location, frequency of purchase, purchase purpose of research,summarizes its individual and common features, affecting cigarette buying individual,environment and the influence factors of brand, etc and are studied in theory.Creative exploratory research of this paper has achieved the following results:1,nanchang market high-end cigarette consumers’ purchasing motivation;2, how tocomb through the channels of policy intervention, bootstrap, promotions, word ofmouth spread and other high-end cigarette consumers’ purchasing motivation,eventually”jinsheng” catch “furong king” brand market share in nanchang has carried on the detailed elaboration;3, in order to guarantee the research achievements of thispaper is reproducible and suitable for industry promotion, in this paper, the researchresults and the applicable scope of the principle has carried on the explanation.