| 摘要: |
| 目的 研究无印良品的绿色包装策略。方法 通过对其品牌、 产品的绿色包装策略、 原材料、 经营理念等方面的研究和分析， 结合专业的分析方法得出了无印良品的核心价值思想， 及其广受大众欢迎的原因。结论 无印良品的产品核心思想在于， 一旦消费者接触到它就相当于结识了一种新的生活方式， 让人产生追求美好与简约生活的向往， 无印良品在秉承了简约主义的同时， 它的绿色包装策略更是为其良好口碑打下基础。 |
| 关键词: 无印良品 绿色包装策略 简约主义 |
| DOI： |
| 分类号:TB482 |
| 基金项目: |
|
| Green Packaging Strategy Based on the Muji |
|
LI Yi-mang, LI Yi-mang
|
|
University of Science and Technology，Beijing 100083，China
|
| Abstract: |
| It studies the green packaging strategy of "Muji" brand. Based on the study on the brand and products green packaging strategy， raw materials， management ideas， combined with some professional analysis， it is concluded that the brand′s core value idea and the causes popular with the masses. "Muji" product core idea is that once consumers contact with it which is equivalent to get to know a new awareness of life， gives a person a kind of pursuit beauty and simple life. "Muji" brand in good in accordance with the minimalism at the same time. Its green packaging strategy lays the foundation for brand reputation. |
| Key words: Muji green packaging strategy minimalism |
