显示器是常用的电子产品，它是显示电脑画面的最重要的输出设备。本文首先对中国显示器市场进行描述性统计分析，FHD以及2K显示器出货量占比逐年上升，中国显示器市场正在逐渐向高分辨率方向发展，IPS和VA面板的显示器出货量占比逐年上升，电商渠道出货量占比持续增长，电商成为越来越重要的销售渠道之一。根据K-Prototype聚类分析，可将样本中的显示器产品分为高中低端三大类型，为探究显示器销量影响因素，本文采用LASSO方法筛选变量并用稳健回归进行分析，发现相对于直面显示器，顾客更加偏好曲面显示器，这在中端和低端产品中表现更为明显；购买低端产品的顾客更偏好性价比高的IPS面板；购买高端和中端产品的顾客更加偏好高刷新率的显示器产品；购买中端产品的顾客更加偏好高分辨率的显示器产品；在其他参数相同时，顾客更加偏好价格较低的显示器产品，这一点在中端和低端产品中表现更为明显，而且中端产品的价格敏感度更高。非好评率是销量的一个不利因素，这在高端产品和中端产品中表现更为明显，高端产品对中差评的敏感度更高；评价数量对销量的影响非常大，顾客更加喜欢评价数量多的产品，这在低端产品中尤为突出；使用感舒适对销量有正向影响，这在高端和低端产品中更为明显，且高端产品使用感舒适更为重要，操作简单方便在高端产品和中端产品中对销量有正向影响，画质清晰对销量有正向影响，尤其是高端产品更加注重画质清晰。建议显示器厂商考虑增加曲面产品的出货量，注重显示器使用感的舒适度，例如亮度均匀、保护眼睛等方面，注重显示器的画质清晰流畅，在研发新产品时可更多的考虑曲面产品，提高产品的使用舒适度和画质清晰度。

Monitors are commonly used electronic products. They are the most important output devices for displaying computer pictures. This paper makes descriptive statistical analysis of China's monitor market. The proportion of FHD and 2K display shipments is increasing year by year. The proportion of IPS and VA panel shipments is increasing year by year. The proportion of e-commerce channel shipments continues to grow. E-commerce has become one of the important channels. According to K-Prototype cluster analysis, the monitors in the sample can be divided into three types. In order to explore the influencing factors of monitor sales, this paper uses LASSO method and robust regression analysis. Customers prefer surface displays more than direct displays, which is more obvious in mid-end and low-end monitors. Customers who buy low-end monitors prefer IPS panels. Customers who buy high-end and mid-end products prefer high refresh rate. Customers who buy mid-end products prefer high resolution monitors. Customers prefer lower price monitors, which is more obvious in mid-end and low-end monitors, and the price sensitivity of mid-end products is higher. Negative comments rate is a negative factor in sales, which is more obvious in high-end monitors and mid-end monitors. Number of comments promotes sales growth. Comfort has a positive impact on sales, especially in high-end and low-end monitors. Obviously, the comfort of high-end monitors is more important. Simple and convenient operation has a positive impact on sales of high-end and mid-end monitors. Clear quality has a positive impact on sales. Especially high-end monitors pay more attention to clear quality. It is suggested that display manufacturers consider increasing the shipment of curved surface products. It is suggested that attention should be paid to the comfort of the display and the clear and smooth quality of the picture. In the development of new products, more consideration should be given to the curved surface products to improve the comfort and clarity of the picture.