无印良品中国市场营销推广策略研究

本科论文关键词：无印良品：市场营销：品牌推广AbstractChina's economy has been developing steadily year by year.The state policy stronglysupports the development of small and medium-sized enterprises and supports emergingenterprises,and is committed to providing a stable environment for the development ofChinese and foreign enterprises.Moreover,the development of the Internet has become moreand more mature,and online sales have become an indispensable part of enterprises.Muji as aunique lifestyle brand,when it first entered China,its unique style and always adhere to thehigh cold attitude,quickly attracted the attention of Chinese consumers.Gradually,thedevelopment of muji in China has been on the rise,and the stores have expanded to more than300 in just a few years.Now,muji has experienced many product price cuts and qualityproblems,resulting in the sluggish development of muji in China.In this context,thedevelopment of muji in China is further studied.The purpose of this paper is to study muji marketing and brand promotion strategy in theChinese market,first understand the research background,purpose and significance andresearch status at home and abroad,secondly clear PESTLE and SWOT,PLC basic conceptsrelated to the product cycles of PESTLE analysis including political environment,economicenvironment,social environment,technology environment,legal environment,andenvironmental factors.SWOT analysis refers to internal strengths and weaknesses,externalthreats and opportunities.PLC model refers to the product life cycle,which is divided intofour stages:germination,growth,maturity and decline,so as to analyze the cycle andapplication strategy of muji products.PESTLE and SWOT are used to describe the externalenvironment of the enterprise to introduce the current situation of the enterprise,analyze thereasons for the existence of the current strategy and give corresponding Suggestions.Thispaper puts forward optimization and Suggestions from the aspects of improving productinnovation,strengthening staff management,strengthening brand publicity,and overalldeployment of public relations treatment plan,so that muji can change itself in adversity andcontinue to develop in the Chinese market continuously and stably.