- 學位論文
無印良品的消費者喜好調查及品牌色彩分析
Consumer Preference Survey and Brand Color Analysis of MUJI
摘要
無印良品以簡約、自然、素樸為其品牌特色，一直以來無印良品也以「嚴選素材」、「檢討製程」以及「簡化包裝」作為商品開發原則。無印良品在近年來成功地將品牌形象建立於消費者心中，也在市場中樹立出一個獨特且鮮明的品牌定位，因此成為眾多零售業品牌中一個很好的典範。 在行銷學中，五感行銷日顯重要，其中又以視覺上的行銷手法被視為五感行銷中最能快速抓住消費者的注意力，因此從色彩心理學的角度來看，關注無印良品在品牌及商品的色彩選擇將會是一個重要的議題，本研究再進一步探討了與五感行銷相關的體驗式行銷，看看無印良品在其體驗式行銷的策略上有哪些值得改進的方向。 目前無印良品在全球化的佈局上已有經營實體及線上店面、無印良品的品牌餐廳以及旅館事業，本研究透過問卷調查以及觀察法觀察無印良品實體店面、社群經營模式等研究方法，並藉由統計上的樞紐分析、T檢定與卡方檢定探討各種變數間的相關性，進而描繪出無印良品之消費者樣貌與其偏好及態度、品牌形象在消費者心中是否具有一致性，並欲從中找出無印良品在台灣市場經營策略中新的可能性及可實行方法。
並列摘要
MUJI's brand characteristics are nature and simplicity. It has always adopted "strictly selected materials", "process reviewing" and "simplified packaging" as its product development principles. In recent years, MUJI has successfully built a brand image in the minds of consumers, and has also established a unique and distinctive brand position in the market. Therefore, it has become a good model among many retail brands. The five sense marketing becomes more and more important. Among them, the visual marketing method is regarded as the fastest way to grab the consumer's attention. Therefore, from the perspective of color psychology, the color choice of MUJI's brand identity and product design will be an important issue. This thesis further explores the experiential marketing related to five sense marketing, and sees which MUJI's experiential marketing strategies are worth improving. Now MUJI operates physical and online stores, MUJI Café restaurants and hotel business. This thesis studies MUJI's physical stores and social network marketing through questionnaires and observation methods, and then explores the correlation between various variables. The thesis also examines MUJI's consumer appearance, preferences, attitudes and its brand image are consistent among consumers based on statistical pivotal analysis, T test and Chi-square test. Finally the thesis finds out new possibilities and practical methods of MUJI's business strategy for the market in Taiwan.