无印良品的符号消费研究.pdf

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1、摘要无印良品的符号消费研究本文主要研究无印良品的符号消费特点，以及在中国的消费符号化现象。从无印良品的设计风格出发，结合日本传统文化对品牌文化内涵的影响，梳理出无印良品的品牌形象。通过消费者对该品牌品牌形象的认知以及信息在编码解码过程中的变化，试图发现无印良品的符号消费特点。从它的符号消费含义出发，结合中国当下消费社会的市场环境，考察无印良品在中国的符号消费特点，以及形成的原因、特征和深层含义。以“品牌—消费者”的关系为切入点，结合消费社会和符号学的相关理论，探寻无印良品新的符号意义。最后通过考察无印良品在中国的发

2、展现状，对其未来可能出现的问题提出关注。关键词：无印良品，禅意文化，原研哉，消费社会，符号消费IAbstractResearchonthesymbolicconsumptionofMUJIThispapermainlystudiestheconsumptioncharacteristicsofMuji,andthesymbolofconsumptioninChina.MUJIdesignstyleofJapanesetraditionalcultureiscombinedwiththeinfluenceofthec

3、ulturalconnotationofthebrand,toteaseouttheMujibrandimage.Throughtheconsumerawarenessofthebrandimageandinformationintheencodinganddecodingprocess,thispapertriestofindtheMujicharacteristicsofsymbolconsumption.Fromthepointofviewofthemeaningofsymbolconsumption,com

4、binedwithChina'scurrentconsumptionofsocialmarketenvironment,thestudyofMujisymbolconsumptioncharacteristicsinChina,andthereasonsofformation,characteristicsanddeepmeaning."Therelationshipbetweenbrandandconsumer"asthebreakthroughpoint,combinedwiththetheoryofconsu

5、mersocietyandsemiotics,findthesymbolmeaningofMujiisnew.Finally,throughthestudyofcurrentsituationofthedevelopmentoftheChinesewithouttheMuji,thispaperexpresstoconcernaboutthepossiblefutureproblemsofitKeywords:Muji，zenculture,HenyaHara,symbolicconsumptionI目录摘要...

6、................................................................................................................................................I目录.................................................................................................................

7、..................................I绪论..................................................................................................................................................1第1章无印良品的设计特点................................................................

8、................................................31.1无印良品的诞生和发展...........................................................31.1.1无印良品的诞生之路............................................