全球策略管理-無印良品個案分析

Abstract

中文摘要 本研究主要以無印良品為研究對象，從無印良品的零售店到它的戰略事業單位做一份完整的分析報告。內容包含無印良品公司之品牌概念、公司規模、營運方式及內部策略管理，以及對外部競爭者及整體產業環境的分析，更進一步了解無印良品的公司目標以及在相同產業的優劣勢。本研究使用許多方式來分析無印良品，透過策略地圖呈現無印良品的公司目標，藉由五力分析探討競爭環境，並使用戰略集團分析了解公司在相同產業中的競爭力等等。經過一連串的分析與討論，我們了解無印良品的戰略事業單位之間能夠結合並產生綜效，其品牌概念為「無品牌」且產品風格簡單，沒有過多的裝飾，目的是希望消費者能夠看見產品的功能及價值。透過這些分析策略，讓我們更了解無印良品的品牌概念、目標及價值。

Abstract In this study, MUJI is the main research object. This study is a complete analysis about MUJI retail and its strategic institutions. It includes the brand concept, company size, operation method and internal strategy management of the company, as well as the analysis of external competitors and the overall industrial environment, and further understanding of company's goals, advantages and disadvantages in the same industry. This research uses many ways to analyze MUJI, for instance: present corporate goals of MUJI through strategic maps, explore competitive environment through five forces analysis, and use strategic group analysis to understand the company's competitiveness in the same industry. After a series of analyzes and discussions, we understand that MUJI's strategic business units can combine and produce synergies. The brand concept of MUJI is "No Branded." Their products are simple in style and without excessive decoration, in the hope that consumers can see the function and value of the product. Through these analytical strategies, we can know more about the brand concept, goals and value of MUJI.