摘要:随着经济的发展以及消费观和价值观的改变，国内外男士护肤品市场有了快速发展。在前人对护肤品产业的相关研究中，较多是针对男士护肤品市场的概括性分析。为促进高校男士护肤品营销，本文主要基于护肤品的4Ps——产品、价格、渠道和促销四个方面的要素，通过问卷发放的形式，对红河学院男生对男士护肤品消费行为、消费动机、消费需求等方面进行研究。此外本文还进行了高校男生与社会男士需求的对比分析，提出发展高校男士护肤品市场的营销建议和对策：在产品本身方面，应以控油祛痘为主，包装要简约大方，体现男生的阳刚、大度；在价格方面，以中低端产品为主打，物美价廉；在渠道方面，将购买点设在便利且人流量较少的地方；在促销方面，以短期利益为主，多开展现场打折、现金返还等促销形式。

关键词：男士护肤品；高校；需求分析；营销策略

Abstract:Along with the development of economy and the change of consumption and values, man's skin care market has developed very fast at home and abroad. In the past, most of studies related to man’s skin care products industry are concerning on general analysis of man's skin care market. To improve the man skin care marketing, this paper mainly researches on consumer behavior, consumption motivation, and consumer demand in man’s skin care products market in the Honghe University through questionnaire survey based on 4Ps marketing mix – product, price, place, and promotion. Meanwhile, this paper also compares the differences of the needs of man’s skin care products consumption between college boys and social man. Some marketing strategies concerning on man’s skin care products in university market are suggested: In term of product, the oil control and acne removing products should occupy. The simple and easy package is suitable for man’s masculine character. In term of price: Low-end products with excellent quality and reasonable price are better choices for college boys; in term of place, the selling place should convenient and with fewer people; in term of promotion, the seller could pursuit of short-term benefits, such as discount and cash refund. 

Keywords: Men’s Skin Care Products; Universities; Demand Analysis; Marketing Strategy