Research on Marketing Strategies of Multinational Enterprises: Taking MUJI as an Example*

DOI

10.2991/assehr.k.200316.329How to use a DOI?

Keywords

MUJI, marketing strategies, brand

Abstract

As a Japanese company in China, MUJI used to take the advantage of China’s fast development and expanded rapidly. But today, MUJI is facing a continued downturn. Therefore, based on the current marketing status of MUJI, this article conducts a comprehensive analysis of MUJI’s marketing strategy. It finds that there are problems such as incomplete promotion information, employees’ unfamiliarity with product information, overly singular advertising strategies, absence of brand crisis management, and failure of highlighting brand differences. The article proposes solutions to these problems.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jianfeng Zou
AU  - Ying Zou
PY  - 2020
DA  - 2020/03/19
TI  - Research on Marketing Strategies of Multinational Enterprises: Taking MUJI as an Example*
BT  - Proceedings of the 4th International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2020)
PB  - Atlantis Press
SP  - 1554
EP  - 1558
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200316.329
DO  - 10.2991/assehr.k.200316.329
ID  - Zou2020
ER  -