Research On China Daily's Merchandise Industry Brand Development Strategy

Brand Strategy is a product after the market competition develops to a certain phase, in recent year, some foreign daily merchandise enterprises successfully apply the Brand Strategy, and the advantage of market competition is received and to gradually grow, meanwhile the overseas market is expanded constantly. In such fierce competitive market circumstance, China's market is developing stably, much more normative, mature, and gradually adopting the rhythm of the international market operation, people's consumptive standards, taste are promoted continually, but lots of daily merchandise enterprises still do not fully understand the brand, there is not a unique brand that can be well-known, this shows us that our construction of daily merchandise brand and promotion strategy are still callow, a lot of problems exist and need to be discussed and researched deeply.MUJI, as a Japan's famous daily merchandise brand, has worldwide prestigious fame and a very large market. In the extreme fierce competition of international daily merchandise area, MUJI can stand out, owns a unique brand promotion strategy. It is diluting brand awareness, according to unitive design theory, advocating natural and simple living form and other unique brand promotion strategy, with all those concepts, MUJI gains globally-watched achievement on development road over 27 years, many inspirations are given to construction and development of our native daily merchandise brand by that case.This dissertation will analyze China's daily merchandise brand promotion strategy in brand feature strategy, design theory, identification strategy of internationalization brand through the successful case of"MUJI", the keystone is to research how China's daily merchandise enterprises make its brand development strategy itself, this has strong realistic meaning of the problems of Chinese brand being geared to international standards, the sustainable development of the brand itself.