?

無印良品在中國市場的營銷策略研究.doc

資料分類:經濟學院 上傳會員:sana0722 更新時間:2014-06-11
需要金幣1000 個金幣 資料包括:完整論文 下載論文
轉換比率:金額 X 10=金幣數量, 例100元=1000金幣 論文字數:16558
折扣與優惠:團購最低可5折優惠 - 了解詳情 論文格式:Word格式(*.doc)

摘  要:自上世紀80 年代以來,經濟全球化的發展趨勢日益加強。隨著改革開放的推進,我國經濟也迅速走上了快速發展的軌道。尤其是2001年加入世界貿易組織后,我國通過開放更為廣闊的市場,進一步融入世界的多邊貿易體制中。此后,越來越多的跨國公司將眼光投向中國這塊新興市場,對華投資已經日益成為跨國公司實行全球化戰略的重要節點之一。各大國際品牌的相繼進入,讓瞬息萬變的中國市場競爭更加激烈。

   無印良品原為一家日本企業,主要從事家居用品、食品、服裝等銷售。隨著其在進入中國市場后,業務范圍的不斷擴大,如何制定適應本土化發展的營銷策略,成為其在中國站穩腳跟的重中之重。

   本文從中國快消品市場現狀入手,分析了市場特點及存在的問題。針對無印良品自身的品牌特點和在中國的發展狀況,結合消費者購買行為進行分析。在此基礎上提出無印良品在中國市場的營銷策略選擇,并在最后得出相關結論。

關鍵詞:無印良品  快消品  營銷策略

 

ABSTRACT:Since the 1980s, the development trend of economic globalization is increasingly strengthened. With the advance of reform and opening up, China's economy is rapidly embarked on a rapid development track. Especially in 2001 joined the World Trade Organization, China further integrated into the world's multilateral trading system by opening up broader market. Since then, more and more multinational companies will look to invest in this emerging market. Multinational investment in China has increasingly become an important node of global strategy. With the major international brands have entered China, this rapidly changing market has become more competitive.

   Muji was originally a Japanese company. It mainly engaged in household goods, food, clothing and other products sales. With its entering the Chinese market, the scope of business is continually expanding. To develop marketing strategies to adapt to the development of localization become the most important thing to gain a foothold in China.

   This article from the Chinese FMCG (Fast Moving Consumer Goods) market situation, analyzes the market characteristics and problems. For Muji’s own brand characteristics and state of development in China, combined with consumer buying behavior to analysis and proposed Muji’s marketing strategy in the China. Finally, it will give a conclusion.

Keywords:Muji;FMCG;Marketing Strategy

相關論文資料:
最新評論
上傳會員 sana0722 對本文的描述:本文選擇了無印良品(MUJI)作為代表進行其在中國市場的營銷策略分析。處在市場開拓階段的無印良品,同時因為其主要銷售商品為家居、服裝、文具和食品等,具有快消品牌的顯著特......
發表評論 (我們特別支持正能量傳遞,您的參與就是我們最好的動力)
注冊會員后發表精彩評論獎勵積分,積分可以換金幣,用于下載需要金幣的原創資料。
您的昵稱: 驗證碼:
? 微信配资