| 요약2 |
Recently, market environment pays attention to authenticity. As consumers may easily share the information of exaggerated effectiveness or falsehood authenticity became an asset for companies to manage. This paper conducted a research based on 'authenticity' defined and analyzed by James H. Gilmore and B. Joseph Pine II. 'Authenticity' is said to be well transmitted to consumers when companies exist not merely for their profit, and when brand identity and output coincide. 'MUJI' is growing by steadily continuing brand philosophy for about 40 years based on rationality and practicality, taking a marketing strategy to considering the community and consumers without insisting only on its own profit. The researcher considers 'MUJI' is worth analyzing the aspect of 'authenticity' in respect that it well transmits brand identity to consumers and creates socially right consumer culture. As the research method, first, this research investigated an association between the concept and attribute of 'authenticity' and brand identity, then analyzed marketing strategy cases of 'MUJI' based on five strategies of 'authenticity', that is, 'natural', 'original', 'exceptional', 'referential', and 'influential'. Next, this research derived method characteristics applied with 'authenticity' in marketing strategy of 'MUJI'. Based on the analyzed method characteristics, this research selected 5 representative stores of domestic 'MUJI' and performed space case analysis. Through this, this research could determine the method characteristics where marketing strategies of 'MUJI' are expressed in the aspect of 'authenticity'. |