从无印良品浅析概念文化“无品牌”的品牌效应.doc

摘要：万千的物质世界，消费者对品牌的需求不再仅仅只需一个Logo概括，品牌学的发展一步一步地与生活方式、价值判断、审美以及心理等潜在因素有了密切的联系，并且互相影响着。

　　　本课题主要提出“无品牌”这个概念，研究以无印良品为代表等一系列“无品牌”商品之所以能在品牌传播上走出一条出路来的原因。浅析所谓的“概念消费”，从而理解当代消费者的消费心理及发展，并对品牌学可能的“无品牌”发展趋势做初步的预测和估计。

关键词：无品牌  概念消费  无印良品Muji

Abstract:Paper tend to research how the Bobos and their culture made influence on advertising, so as to obtain a series of more reasonable and effective methods for advertisers and the advertising company to research gradually subdivision consumer, and to see the trend of advertising development in the future. By researching the advertisement case about the Bobos produced from the time when Bobos born until now ,and looking for advertising, sociological theory, analysing the characteristics of the Bobos and their culture, we can conclude that if we plus the Bobos’ outlook on life and the values of identity into the advertising initiatively, we can also advertise the Bobos’culture and their spirits together. At the same time, it is also the future research direction, advertising should have a stronger audience pertinence, change cramming into to publicize the audience psychological first identification, again in action support. But in front of the subdivided audiences, advertising should also become more individual,and technicality should also be stronger.

Key words: Bobos ; Bobos’ culture ;Advertisement; Subdivision

　　　“无品牌”不是没有传播，而是传播的重点在于概念。我们经常可以在无印良品的Life Style Store (生活形态提案店)看到无印良品所要传播给消费者的理念；而所有的产品虽然没有了“牌子”，却会多一些细节告诉你它的用意（或在于环保或在于人性化等等）。这些提示标识就像是另一种“牌子”brand，向消费者推销产品。而这种推销更符合消费者的实际需求，也更人性化。

　　　“无品牌”是否不可识别，答案在第二部分的调查中就可以基本否定。但是，有人会质疑这种概念性的东西也存在可复制性，无品牌不就不能区分了吗？虽然我想反驳，现在所谓的品牌不也是日益“被山寨”了吗？但是从正面回应，无印良品给出了最好的答复：“很多品牌都以诱发消费者产生所谓‘这个最好’、‘非它不可’的强烈喜好为目的，无印良品的理想却不在此。他想做的，是要带给消费者一种‘这样就好’的满足感。不是‘这个’，而是‘这样’。”对于同类的概念产品，它们并不排斥。