품질 기능 전개 기법을 활용한 중국 자외선 차단 제품의 상품 기획 차별화 전략 중국 푸젠성 지역을 중심으로

다국어 초록 (Multilingual Abstract)

This study was conducted to provide foundational data applicable to the product planning and development of sunscreen products by systematically reflecting consumer requirements. A survey was administered from June 4 to June 17, 2025, targeting 320 customers residing in Fujian Province who had prior experience using sunscreen products. Based on the survey results, consumer purchasing behaviors, usage patterns, and preferences regarding ingredients and functional effects were analyzed, and the Voice of Customer (VOC) was applied to the Quality Function Deployment (QFD) framework.
Twelve sensory requirement attributes (including freshness, oil-free feel, spreadability, and absorption) and seven functional requirement attributes (including prevention of pigmentation and tanning, sunburn protection, moisturization, and antioxidant effects) were identified.
Expert consultation with cosmetic industry professionals with over 30 years of experience led to the derivation of 29 product quality characteristics across four domains: sensory evaluation, formulation design, instrumental evaluation, and clinical evaluation. Later, through FGI with three development experts, the correlation matrix between the quality and quality characteristics was constructed, and the correlation degree was scored to complete the basic quality table for UV protection products. By doing so, it was possible to quantify the importance of each quality and clearly identify the Critical Customer Requirements (CCR). Among them, the frequency and importance analysis confirmed that freshness, spreadability, and prevention of pigmentation/tanning were classified as A and were CCR.
In the survey, the three competitive products with the highest preference were selected and derived the concept items by conducting a sensuality evaluation of the sense of use, analysis of efficacy and effect information, and analysis of the entire composition. The results showed that the three basic quality items required by the customer, freshness, spreadability, and prevention of pigmentation/tanning were set as the basic quality items. Non-greasy, absorbency, antioxidant, no allergic reaction, improves skin tone, L-Ascorbic Acid, Nicotinamide, Aloe Barbadensis Leaf Extract, Zinc Oxide, Salicylic Acid, Glycine and Octinoxate twelve projects were exported as conceptual projects.
Notably, the study proposes eight elements as the Unique Selling Proposition (USP) for sunscreen products: oil-free feel, absorption, antioxidant effects, brightening effects, niacinamide, aloe vera leaf extract, salicylic acid, and glycine. Based on these USP elements, a three-tier differentiation strategy was established, consisting of a sensory focused strategy (oil-free and fast absorbing textures), a function focused strategy (enhanced antioxidant and brightening performance), and an ingredient focused strategy (integration of USP functional ingredients). These strategies offer practical direction for addressing unmet consumer needs and achieving differentiated market positioning compared to competing products.
In summary, this study demonstrates academic and practical value by applying QFD to construct a systematic planning framework that connects consumer requirements, product characteristics, competitive product analysis, USP development, and differentiation strategies. The findings are expected to serve as a useful foundation for future sunscreen product planning and development.

목차 (Table of Contents)

• 목 차 ⅰ
• 표 목 차 ⅳ
• 그림목차 ⅴ
• Ⅰ. 서 론 1
• 1. 연구의 목적 및 필요성 1
• 2. 중국 푸젠(福建)성 4
• 1) 푸젠성 지리적 위치 4
• 2) 푸젠성 경제 6
• 3. 자외선 6
• 1) 자외선의 정의와 종류 6
• 2) 자외선이 인체에 미치는 영향 6
• 4. 중국 자외선 차단 제품 7
• 1) 중국 자외선 차단 제품의 정의와 종류 7
• 2) 중국 자외선 차단 제품 시장 규모 7
• 3) 중국 자외선 차단 제품 시장 유통 현황 8
• 5. 품질 기능 전개 9
• 1) 품질 기능 전개의 정의 9
• 2) 품질 기능 전개의 발전 과정과 현황 9
• 3) 품질 기능 전개 절차의 단계별 구분 10
• Ⅱ. 연구 방법 11
• 1. 고객의 소리 수집 11
• 1) 예비 설문 조사(1차) 11
• 2) 확대 설문 조사(2차) 11
• 3) 본 설문 조사(3차) 12
• 2. 품질 기능 전개 13
• 1) 고객 요구 품질 전개 13
• 2) 품질 특성 전개 13
• 3) 고객 요구 품질과 품질 특성의 상관관계 분석 14
• 4) 경쟁 제품 분석 14
• (1) 관능 평가 14
• (2) 효능·효과 자료 분석 15
• (3) 전성분 분석 15
• 5) 기획 품질 설정 15
• (1) 기본 품질 및 콘셉트화 항목 설정 16
• (2) 독자적 판매 제안 설정 16
• 3. 자료 분석 17
• Ⅲ. 연구 결과 및 고찰 18
• 1. 조사 대상자의 인구통계학적 특성 18
• 2. 자외선 차단 제품의 구매 행동 19
• 1) 적정 용량에 대한 인식 19
• 2) 적정 가격대에 대한 인식 20
• 3) 관심 성분 21
• 4) 구매 요소 22
• 3. 자외선 차단 제품의 사용 실태 23
• 1) 사용 중인 제품의 브랜드 23
• 2) 바르는 주요 부위 25
• 3) 사용 방식 26
• 4) 효과 만족도 27
• 5) 사용 후 피부 불편감 및 부작용 28
• 4. 고객 요구 품질 29
• 5. 품질 특성 31
• 6. 고객 요구 품질과 품질 특성의 상관관계 31
• 7. 경쟁 제품 비교 32
• 8. 기획 품질 33
• 1) 기본 품질 및 콘셉트화 항목 33
• 2) 독자적 판매 제안 34
• 9. 차별화 전략 36
• 1) 사용감 기반 차별화 전략 36
• 2) 효능·효과 기반 차별화 전략 37
• 3) 성분 기반 차별화 전략 38
• 4) 독자적 판매 제안을 활용한 상품 기획 제안 39
• Ⅳ. 결 론 42
• 참 고 문 헌 44
• ABSTRACT 51
• 부 록 54
• 감 사 의 글 76