Proceedings of the 4th International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2020)

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

Authors
Jianfeng Zou, Ying Zou
Corresponding Author
Jianfeng Zou
Available Online 19 March 2020.
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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Volume Title
Proceedings of the 4th International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 March 2020
ISBN
978-94-6252-931-1
ISSN
2352-5398
DOI
10.2991/assehr.k.200316.329How to use a DOI?
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/).

Cite this article

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  -