日本市场的“无印良品”品牌形象研究

发布时间：2018-06-16 00:46

本文选题：品牌形象(Brand + Image)　；参考：《广东外语外贸大学》2016年硕士论文

【摘要】：对企业而言,人、财、物、信息都是毋庸置疑极其重要的存在。除此以外品牌也是对于企业而言无可取代的重要资产之一。如是风评好的品牌,它既能给予消费者产品或服务的品质保证,同时也能提升企业形象。更重要的是,品牌还能更好的稳固企业的事业根基。现如今整个世界全球化仍在迅速发展,消费者的需求也日趋多样化,未来消费者的需求也将更加难以预测。因此,在这样一个市场环境下建立一个有别于其他品牌的优质品牌的必要性非常大。然而在这样的时代背景之下,以日本西友百货的自有品牌身份诞生的“无印良品”从品牌的建立之初到现在却是一直主张“无品牌”这一概念。但是,现如今无印良品在经历了从西友百货独立、日本泡沫经济以及从销售额谷底重生等大大小小的事件之后,其早已作为一个独立品牌被日本,乃至日本以外的其他国家及地区的消费者们所熟知,这其中品牌构建以及品牌形象所起的作用举足轻重。另外,在现如今这个全球化高速发展、海外拓张日渐频繁的世界,有关“无印良品”的研究大多都是着力于对它的经营策略、商品企划和设计方面的研究。有关其品牌方面的研究也多是关于它在海外拓张时的对象国和日本本国之间的差异对比研究。本论文回归原点,将研究对象锁定在“无印良品”这一品牌的出发地-日本市场,通过运用David Allen Aaker、Kevin Lane Keller、新仓贵士等学者有关品牌构建方面的理论知识,首先整理并探究“无印良品”这一品牌至今为止在品牌构建方面所做的努力,从而弄清楚该企业所企划的品牌识别(Brand Identity);接着通过对消费者进行问卷调查了解并分析消费者所持有的对“无印良品”这一品牌的品牌形象(Brand Image)。最后对比以上两者存在的差异并探究出其存在此种差异的原因。以期让世人更为了解在日本市场“无印良品”这一品牌的品牌构建以及品牌形象,认识其品牌识别和品牌形象之间存在的差异,从而为其他品牌进军日本市场或是其他企业构建自主品牌时提供些许有益信息;同时,期望本论文的研究成果能够给品牌形象的理论及实践研究贡献绵薄之力。
[Abstract]:To the enterprise, people, money, material, information are beyond doubt extremely important existence. In addition, brands are also irreplaceable for enterprises one of the important assets. As a good brand, it can not only give consumers quality assurance of products or services, but also enhance the corporate image. More importantly, the brand can also better firm the business foundation of the enterprise. Nowadays the whole world globalization is still developing rapidly, the consumer demand is becoming more and more diversified, the future consumer demand will also be more difficult to predict. Therefore, in such a market environment, it is necessary to establish a quality brand that is different from other brands. However, under the background of this era, "Wuji good products", born as the own brand of Xiyou Department Store in Japan, advocated the concept of "no brand" from the beginning of brand establishment to now. Now, however, after going through the big and small events of independence from Xiyou Department Store, Japanese bubble economy, and rebirth from the bottom of sales, Muji has long been treated as an independent brand in Japan. It is well known to consumers in other countries and regions outside Japan that brand building and brand image play an important role. In addition, in today's world with the rapid development of globalization and the increasing frequency of overseas expansion, most of the studies on "good products without imprint" focus on its business strategy, commodity planning and design. The research on its brand is also about the difference between the target country and Japan. This paper goes back to the origin, locking the research object in the Japanese market, which is the starting point of the brand "Wuyin good products". By using the theoretical knowledge of the scholars such as David Allen Aker Kevin Lane Kellerand New Cang Guishi on brand construction, First of all, to sort out and explore the "imprint good" brand so far in brand building efforts, In order to find out the brand identity and brand identity of the enterprise, and then through the questionnaire survey to consumers to understand and analyze the brand image of "imprinted good" brand held by consumers. Finally, the differences between the above two are compared and the reasons for the differences are explored. In order to let the world know more about the brand construction and brand image of the brand in Japanese market, and to understand the difference between brand identification and brand image. It can provide some useful information for other brands to enter the Japanese market or other enterprises to build their own brands. At the same time, it is expected that the research results of this paper can contribute to the theoretical and practical research of brand image.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J534

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