摘 要当代社会，人民生活水平提高，消费者对自己的生活品质愈加注重，对品牌的需求也越来越多。本文对日本著名品牌无印良品的品牌定位进行测评。对无印良品的品牌定位进行实证研究，构建定位测评体系，在调研基础上将其与名创优品和宜家进行数据分析，把握品牌定位的精准度。结果表明，无印良品存在问题有：1、品牌定位不明确；2、品牌形象不清晰、缺乏鲜明个性；3、产品价格较高。建议无印良品在不同领域内，要注重产品的差异，强调品牌差异化，树立个性化品牌形象，并调整价格，增加大众化选择。关键词： 品牌定位；品牌定位测评；无印良品。 AbstractIn modern society, people's living standards are improving, consumers are increasingly focusing on their quality of life, and demand for brands is increasing. This paper evaluates the brand positioning of Japan's famous brand MUJI. An empirical study was carried out on the brand positioning of MUJI products, and a positioning evaluation system was established. Based on the investigation, the MUJI products were analyzed with MINISO and IKEA to grasp the accuracy of brand positioning.The results show that there are some problems in MUJI products: 1. Unclear brand positioning; 2, The brand image is not clear, lack of distinct personality; 3. The product price is relatively high. It is suggested that MUJI should pay attention to product differences in different fields, emphasize brand differentiation, establish personalized brand image, adjust prices and increase popular choices.Key Words: brand positioning; brand positioning evaluation; MUJI. 目 录1 引言.................................................................61.1 研究背景............................................................61.2 研究意义............................................................61.3 国内外研究现状.......................................................71.4 研究方法.............................................................91.5 技术...
