北京市大学生防晒霜的消费现状与发展前景研究
Study on the Current Situation and Development Prospect of Sunscreen Consumption among College Students in Beijing

国内防晒霜市场不断发展，人们的防晒需求增加。本文旨在分析目前北京市防晒霜市场消费现状，了解人们需求，为防晒霜市场的发展提供可行性建议。我们采用问卷调查法，对应分析、列联分析等方法对消费者的防晒霜购买偏好，使用偏好进行分析。运用二阶聚类的方法，对潜在用户进行挖掘，以“意愿”、“方式”、“原因”为聚类指标，将潜在用户分为五类，分析其潜在客户价值。本文得出如下结论：消费者防晒认知不断提升，大学生群体目前对防晒知识的了解程度较高；了解渠道和防晒需求多样化，新兴宣传渠道出现，消费者了解渠道增加，消费需求多样化；消费者消费行为差异化，不同年级、不同性别的大学生的消费行为存在差异；影响因素多元化，影响消费者购买防晒霜的因素呈现多样化特点。本文提出如下建议：第一，面对不同需求人群，探索开发出更具功能多样化、科技感的防晒产品；第二，在产品包装设计和除基本防晒功能外的其他功能方面加强创新，贴合不同群体的喜好；第三，通过直播带货、联名活动、与流行品牌或影视剧、综艺合作等形式加大宣传力度，营造良好品牌形象，扩大品牌自身优势；第四，注重消费者对价格的需求，打造更具性价比的防晒产品、吸引更多潜在客户。
The domestic sunscreen market continues to develop, and people’s demand for sun protection is increasing. The purpose of this paper is to analyze the current consumption status of sunscreen market in Beijing, understand people’s needs, and provide feasible suggestions for the development of sunscreen market. We used questionnaire survey, correspondence analysis, contingency analysis and other methods to analyze consumers’ sunscreen purchasing preferences. Using second-order clustering method, potential users are mined, and potential users are divided into five categories with “will”, “way” and “reason” as clustering indicators to analyze their potential customer value. This paper draws the following conclusions: First, consumers’ awareness of sun protection is constantly improving, and college students’ understanding of sun protection knowledge is relatively high; Second, the diversification of understanding channels and sunscreen needs, the emergence of new publicity channels, the increase of consumer understanding channels, and the diversification of consumer demand; Third, consumers’ consumption behavior is different. College students of different grades and genders have different consumption behaviors. Fourth, the influencing factors are diversified, and the factors that affect consumers’ purchase of sunscreen are diversified. This paper puts forward the following suggestions: First, in the face of different needs of people, explore and develop more functional diversification, scientific and technological sense of sunscreen products; Second, strengthen innovation in product packaging design and other functions in addition to basic sunscreen functions, and adapt to the preferences of different groups; Third, increase publicity through live delivery, joint activities, cooperation with popular brands or movies and TV dramas, variety shows and other forms to create a good brand image and expand the brand’s own advantages; Fourth, pay attention to consumer demand for price, create more cost-effective sunscreen products, attract more potential customers.