Analysis of MUJI's International Marketing Strategy

Yuhua Hai

《Frontiers in Economics and Management》 4卷6期 (2023/06) Pp. 74-78

https://doi.org/10.6981/FEM.202306_4(6).0011

摘要

As a local brand from Japan, "MUJI" has developed from a local Japanese brand to a world-class lifestyle grocery brand, behind which it contains not only the meaning of the brand, but also a reflection and thinking of people's way of life and attitude towards life, and its international marketing strategy that uses this attitude. MUJI wants to present an unbranded, high quality, mid-range product with a single color, which does not agree to highlight the brand's personality or attach a specific aesthetic sense to it. The simple packaging, the lack of unique materials, the attempt to restore things to their simplest form and ease of use. In the first part of the article, the background of the birth of MUJI, the principles of brand positioning and the development history of MUJI's own brand positioning are explained. The theoretical basis and the real development situation are used to set the stage for the whole article. Then, the artical will explain the international marketing concept of MUJI and its possible problems and try to propose possible solutions.

關鍵字

MUJI ； International Strategy ； Brand Culture

參考文獻

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