名创优品品牌发展战略研究

随着科学技术的发展和社会的进步，互联网逐渐成为人们生活中必不可少的一部分，这也使得人们的消费行为模式悄然发生改变。名创优品作为国内一家著名的实体企业，在同类产品实体市场上占领领先位置，这与其品牌有着密不可分的关系。本文将通过名创优品该品牌的品牌发展现状分析、品牌竞争分析、品牌营销策略分析，同时结合与其他实体零售品牌的分析，得出名创优品在实体零售业在品牌方面的竞争优劣势，提出一些建议。并从消费者角度，调查消费者该品牌的消费者满意度与品牌熟知度，消费者店内购买偏好，从而总结该品牌在消费者心中的竞争优势，提出一些建议。最后，结合名创优品的成功案例由此对实体零售行业提出一些建议，希望名创优品能够成为实体零售行业的经典范例。
关键词：名创优品；品牌营销；发展战略；实体零售

The Study on Brand Development Strategy of MINISO

Abstract：With the development of science and the society, the internet gradually plays a necessary role in everyone’s life, which makes the pattern of consumption behavior change a lot. As a famous entity enterprise in China, MINISO is a leader of the like product, which is closely relative to its brand. This article will show you the advantages of MINISO competition in brand, through the analysis of the status of brand development, brand competition analysis and brand marketing strategy analysis. It will also combine with other retail brands. And finally, it will give some suggestions. From consumers’ perspective, it will do a research on consumer’s satisfaction, brand familiarity and consumer’s buying preferences in order to summarize the advantages of MINISO in consumers’ mind. At last, according to the successful case of MINISO, it will give some advice and hope that MINISO will become a classical case in retail-industry.
KeyWords：MINISO; brand marketing; development strategy; entity retail

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