Research on the Construction Path and Practical Strategies of the "Sense of Relaxation" in the Brand Marketing of Muji: From Psychological Placebo to Consumption Resonance

Zhen Chen, Ke Ni

2025

Abstract

In today’s fast-paced and high-intensity modern society, consumer shopping demands have shifted from mere material satisfaction to seeking psychological and emotional comfort and relaxation. This shift has led to the emergence of “relaxation” marketing. This study focuses on the concept of “relaxation” in brand marketing, first clarifying its connotation and essential characteristics, analyzing the marketing strategies that instill “relaxation” in products, and finally summarizing the impact on brand development. Taking Muji as a typical case, this paper explores its brand philosophy, spatial experience, content, and social media marketing strategies related to “relaxation”, as well as consumer behavior and identification mechanisms. The study extracts a theoretical model and mechanism for constructing “relaxation” driven by three factors: perception shaping, experience deepening, and emotional resonance. The findings not only fill the research gap in “relaxation” marketing, offering theoretical contributions to academia, but also provide enterprises with new emotional marketing strategies, supporting brand differentiation in competitive pathways.

Paper Citation

in Harvard Style

Chen Z. and Ni K. (2025). Research on the Construction Path and Practical Strategies of the "Sense of Relaxation" in the Brand Marketing of Muji: From Psychological Placebo to Consumption Resonance. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 132-137. DOI: 10.5220/0013835300004719

in Bibtex Style

@conference{iceml25,
author={Zhen Chen and Ke Ni},
title={Research on the Construction Path and Practical Strategies of the "Sense of Relaxation" in the Brand Marketing of Muji: From Psychological Placebo to Consumption Resonance},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={132-137},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013835300004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Research on the Construction Path and Practical Strategies of the "Sense of Relaxation" in the Brand Marketing of Muji: From Psychological Placebo to Consumption Resonance
SN - 978-989-758-775-7
AU - Chen Z.
AU - Ni K.
PY - 2025
SP - 132
EP - 137
DO - 10.5220/0013835300004719
PB - SciTePress