摘  要:自上世纪80 年代以来，经济全球化的发展趋势日益加强。随着改革开放的推进，我国经济也迅速走上了快速发展的轨道。尤其是2001年加入世界贸易组织后，我国通过开放更为广阔的市场，进一步融入世界的多边贸易体制中。此后，越来越多的跨国公司将眼光投向中国这块新兴市场，对华投资已经日益成为跨国公司实行全球化战略的重要节点之一。各大国际品牌的相继进入，让瞬息万变的中国市场竞争更加激烈。

　　　无印良品原为一家日本企业，主要从事家居用品、食品、服装等销售。随着其在进入中国市场后，业务范围的不断扩大，如何制定适应本土化发展的营销策略，成为其在中国站稳脚跟的重中之重。

　　　本文从中国快消品市场现状入手，分析了市场特点及存在的问题。针对无印良品自身的品牌特点和在中国的发展状况，结合消费者购买行为进行分析。在此基础上提出无印良品在中国市场的营销策略选择，并在最后得出相关结论。

关键词：无印良品  快消品  营销策略

ABSTRACT:Since the 1980s, the development trend of economic globalization is increasingly strengthened. With the advance of reform and opening up, China's economy is rapidly embarked on a rapid development track. Especially in 2001 joined the World Trade Organization, China further integrated into the world's multilateral trading system by opening up broader market. Since then, more and more multinational companies will look to invest in this emerging market. Multinational investment in China has increasingly become an important node of global strategy. With the major international brands have entered China, this rapidly changing market has become more competitive.

　　　Muji was originally a Japanese company. It mainly engaged in household goods, food, clothing and other products sales. With its entering the Chinese market, the scope of business is continually expanding. To develop marketing strategies to adapt to the development of localization become the most important thing to gain a foothold in China.

　　　This article from the Chinese FMCG (Fast Moving Consumer Goods) market situation, analyzes the market characteristics and problems. For Muji’s own brand characteristics and state of development in China, combined with consumer buying behavior to analysis and proposed Muji’s marketing strategy in the China. Finally, it will give a conclusion.

Keywords:Muji；FMCG；Marketing Strategy