Title: A Study of the Marketing Management of MUJI Brand Store in Nanjing, Jiangsu Province, China
Author: Xu Dingling
Advisor: Dr. Ma Yu
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.399-408) Proceedings PDF
Abstract
MUJI, a Japanese company operating in China, has been leveraging China’s rapid development and expansive growth. However, it is currently facing sustained downturns. This study conducted a comprehensive analysis of MUJI’s marketing strategies based on its current marketing situation. This study aimed to deeply analyze the sustainable development of MUJI’s 4Cs marketing strategy, using the flagship store in Nanjing, Jiangsu Province, China, as a case study. The objectives of this study were: 1) To analyze the brand image marketing strategy status of MUJI flagship stores in Jiangsu Province and Nanjing City; 2) To explore the impact of the 4Cs theory (consumer, cost, convention, communication) on optimizing the brand image (BI) of MUJI flagship stores in Jiangsu Province and Nanjing City.
This study was based on the 4Cs marketing management theory and adopted the quantitative method. It focused on conducting a case analysis of MUJI’s marketing strategy in Nanjing, Jiangsu Province, China, exploring the current branding strategies related to consumer, cost, convenience, and communication in this market.126 responses were collected from a questionnaire survey. The study’s findings indicate: 1) Most respondents have a high evaluation of MUJI’s brand image and the fluctuation is small, indicating that the brand image of MUJI flagship stores is positive and stable, and consumers generally have a high evaluation of it; 2) The 4Cs marketing strategy has a positive impact on MUJI’s unique brand image, by enhancing consumers’ demand for practicality, cost-effectiveness control, convenient experience and effective brand communication. Recommendations include: 1) Expand channels for consumers to obtain preferential information and strengthen employee knowledge assessment; 2) Clarify advertising and brand differences, and optimize localized advertising strategies; 3) Enhance crisis awareness and conduct crisis management. These findings are of significant reference value for MUJI’s future marketing strategy.
Keywords: MUJI brand image, brand marketing, marketing strategy, 4Cs marketing theory
A Study of the Marketing Management of MUJI Brand Store in Nanjing, Jiangsu Province, China /
6517195834 Xu Dingling 2567 (2024) A Study of the Marketing Management of MUJI Brand Store in Nanjing, Jiangsu Province, China สารนิพนธ์ (Independent Study), Advisor: Dr. Ma Yu, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University