结构方程模型在卷烟产品市场评估中的应用研究

国内卷烟市场竞争激烈，生产企业需要科学、准确地评价一款产品在市场的表现，以帮助决策。评估需考虑品牌、市场、产品品质等多个因素。卷烟产品的口味、包装指标依靠人的感官体会，无法直接测量。为使评价更加合理，最大程度地降低人为因素造成的误差，建立结构方程模型，在大样本量的市场测试基础上进行计算。根据运算结果设定各级指标权重，最终获得量化的评价分值，直观显示各个因素对产品表现的影响。指标权重和量化评分可以帮助企业客观评价产品在市场竞争中的优劣势，并针对性地进行优化。 

Application of structural equation model to market evaluation of cigarette products

As domestic cigarette market competition is fierce, manufacturers need scientific and precise evaluation of cigarette product performance in the market to help with decision-making. Such factors as brand, market and product quality need to be considered. Cigarette products taste, packaging index rely on sensory evaluation, which cannot be measured directly. In order to obtain reasonable evaluation and minimize human errors, a structural equation model was built on the basis of large-sample-size market test, Index weights at all levels were set according to software operation results, and quantitative evaluation scores which visualized the impact of various factors on product performance were obtained. Index weights and quantitative scores can help manufacturers to evaluate advantages and disadvantages of products in the market competition objectively, and thus achieve optimization.