【作者】 沈健；

【导师】 王言升；

【作者基本信息】 苏州大学 ， 艺术设计（专业学位）， 2018， 硕士

【摘要】 日本在二战后,经济飞速腾飞,文化快速发展。在吸收欧美先进经验的同时也不失本民族的特色,形成了东西文化交汇的繁荣景象。在此背景下,无印良品应运而生。本文通过文献研究法研究无印良品的发展过程,探寻无印良品在日本品牌发展的三大历史时期的不同表现。通过案例分析法来研究无印良品的营销方式和生存之道,同时运用跨学科研究法来研究无印良品的品牌研究所涉及到的范畴和其他范畴之间的的相互关系。由二战后的日本社会历史背景为理论基础,从无印之“神”、无印之“形”、无印之“智”、无印之“美”四个角度层层递进分别阐述无印良品获得巨大成功的内部和外部原因。品牌形象在企业的发展中占据着越来越重要的地位,同时品牌形象的成功推广也具有时代的意义。因此,本文立足于无印良品品牌设计理念的角度,主要以归纳字体、材质、包装、营销等方面在无印良品中的表现,力求分析出无印良品的品牌形象对我们现代设计的启示。更多还原

【Abstract】 After the Second World War,the economy took off rapidly and the culture developed rapidly.While absorbing the advanced experience of Europe and America,it does not lose the characteristic of our nation,and has formed a prosperous scene of the convergence of the East and the West.In this context,NO prints came into being.This paper studies the development process of imprinted goods by literature research,and explores the different manifestations of the three historical periods of the development of Japanese brands.Through case analysis,we study Muji marketing and survival.Meanwhile,we use interdisciplinary research to study the relationship between category and other categories of Muji brand research.Based on the theoretical background of Japanese social and historical background after World War II,the internal and external reasons for Muji’s great success were elaborated from four angles,namely,"connotation","no print","no intelligence" and "beauty".Brand image plays a more and more important role in the development of enterprises,and the successful promotion of brand image is also of the significance of the times.Therefore,based on the concept of Muji brand design,this paper aims to analyze the performance of Muji’s brand image to our modern design by summarizing the performance of typography,material,packaging,marketing and so on.更多还原