Consumer choice behavior of the cigarette brand integration transfer model（消费者的选择行为的香烟品牌集成传输模型）.doc

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Consumer choice behavior of the cigarette brand integration transfer model（消费者的选择行为的香烟品牌集成传输模型）.doc

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Consumer choice behavior of the cigarette brand integration transfer model（消费者的选择行为的香烟品牌集成传输模型）

Consumer choice behavior of the cigarette brand integration transfer model To write papers network: Abstract: This paper established a consumer choice behavior transfer model. Three important factors that affect the value of the single-box model, in order to improve the integration of cigarette brand of cigarettes single box value target, namely, consumption transfer coefficient, integration of the proportion of sales of the brands of cigarettes as well as different levels of brand cigarettes, the price difference for the three factors in the model, we propose to choose particular brand of cigarettes in grades integration can not be based solely on sales of cigarettes, should be considered in transfer caused by the possible consequences for consumer choice behavior, and its price sensitivity. brand integration requires full respect for the choice of the market, to minimize the intervention of the executive power. Keywords: brand integration, brand economics, transfer coefficient, choice behavior transfer model, the tobacco industry CLC:, F012 Document code: A Article ID :1004-633X (201111-0000-00 I. Introduction China’s cigarette market, many brands, compared with the cigarette brand in Britain, America and Japan, were grossly under a single brand or a single enterprise’s domestic market share, not only can not form a strong brand to counter the impact of foreign cigarette brands to enter the international market China tobacco market faced with two issues: First, China’s tobacco market industry concentration is low. In 2002, the largest market share in an enterprise is only 5.0% total market share of largest four enterprises was only 16.1% (Huang Bo, Li Xinghua , 2004, and similar indicators of the three countries in the United States, UK and Japan were 49.5% and 97.5%, 39.5% and 91.5%, 75% and 99% (Dragon Fury, 2004. This shows that the large cigarette manufacturers in China, and China’s domestic tobacco market segmentation. Second, tobac