CAJ | 학술논문

卷烟的包装形象是吸引消费者购买选择的最直接视觉感官，同时还代表着卷烟的吸味风格、品牌风格以及文化特色。调查显示，卷烟消费者对包装形象（外包装色彩和图案）的偏好要求有着明显的差异：华东地区（杭州）消费者对卷烟的外包装色彩偏好黄色；华南地区（广州）消费者最偏好红色；西南地区（成都）和东北地区（沈阳）消费者热衰于白色；而西北地区（兰州）消费者最喜欢黑色。同时，全国各区域的卷烟消费者对外包装图案普遍偏好名胜古迹和自然风光类的图案，在区域上略有不同，主要表现在杭州、广州和成都也较喜欢意象图形类的图案，而兰州中意历史英雄类的图案。了解分析这些差异性有利于为将来研发、投放新产品提供市场依据，以期提高品牌的市场占有率。
권연적포장형상시흡인소비자구매선택적최직접시각감관，동시환대표착권연적흡미풍격、품패풍격이급문화특색。조사현시，권연소비자대포장형상（외포장색채화도안）적편호요구유착명현적차이：화동지구（항주）소비자대권연적외포장색채편호황색；화남지구（엄주）소비자최편호홍색；서남지구（성도）화동북지구（침양）소비자열쇠우백색；이서북지구（란주）소비자최희환흑색。동시，전국각구역적권연소비자대외포장도안보편편호명성고적화자연풍광류적도안，재구역상략유불동，주요표현재항주、엄주화성도야교희환의상도형류적도안，이란주중의역사영웅류적도안。료해분석저사차이성유리우위장래연발、투방신산품제공시장의거，이기제고품패적시장점유솔。
The packing image of cigarette not only was the most direct visual sense to attract consumers to choose, but also represented the taste type, brand style and cultural characteristic of cigarette. Survey suggested that consumers of cigarette had obvious difference to the preference requirements of packing image （outer packaging color and pattern）： In east China （Hangzhou）, consumers had predilection to yellow when choose the outer packaging of cigarette. In north China （Guangzhou） , consumers preferred red. In southwest （Chengdu） and northeast （Shenyang） , consumers were interested in white. In northwest （ Lanzhou）, consumers preferred black. Meanwhile, general consumers of cigarette in all the regions preferred the pattern of places of interest and natural scenery to the outer packaging. But there was slight difference in the region, which was mainly shown in the following phenomenon ： Hangzhou, Guangzhou and Chengdu were more like the type of images graphic, but Lanzhou prefers the type of historical heroes. It was conduced to provide a solid market base for research and development and launch new products in future, and increase brand share.