The Analysis of Beneunder's Marketingstrategy Based on Consumer Psychology

Abstract

As living standards improve and knowledge becomes more widespread, people are becoming more and more aware of sun protection and the discussion of sun protection products has now become a hot topic in life. In terms of annual data, the number of sunscreen-related company registrations in China increased year on year from 2015 to 2019, while Brand Beneunder stood out from the crowds as the number one popular Chinese sunscreen brand of the moment. Therefore, this paper will analyze the reasons for Beneunder's success by collecting its financial data and social media placement data, and conducting a swot analysis of Beneunder based on consumer psychology data to analyze marketing strategies. The analysis finds that the success of Beneunder is inextricably linked to differentiated marketing but in addition to maintaining this excellent marketing strategy, the quality of the product itself has to be strengthened because good products are the most important factor for the long-term survival of the brand. The significance of this paper is to analyze the marketing strategies of successful brands to provide implications for other companies so that they can organize their business activities in a planned manner and promote healthy and sustainable growth.