近年来，随着电商经济的兴起，实体经济遭到较为严重的冲击，传统的零售行业面对着极大的生存困难，部分企业谋求其业务由线下向线上发展。于是，以“线上线下和物流结合在一起”为特征的“新零售”模式应运而生，并成为当前市场经济发展的主题。名创优品从实体经济出发，并成功走上新零售的发展道路。“名创优品”在新冠疫情时期，加速扩展市场，目前已经在全球拥有超过5000家门店。但是，名创优品也面临着过度依赖IP联名、产品质量存在参差等问题。本文借助4P营销理论，从产品、价格、渠道、推广四个层面，分析名创优品现行营销策略，识别存在的问题及其原因，提出针对性的优化建议。研究旨在为企业突破发展困境、更好地应对市场挑战，保持其在同行业市场中的竞争优势提供理论参考。

In recent years, the rise of the e-commerce economy has significantly impacted the real economy. The traditional retail sector is encountering substantial survival challenges, prompting some enterprises to transition their operations from offline to online. Consequently, the "new retail" model, characterized by the integration of online and offline channels along with logistics, has emerged as a central theme in the current market economy development. MINISO, originating from the real economy, successfully embraced the new retail paradigm. During the COVID-19 pandemic, MINISO accelerated its global market expansion and currently operates over 5,000 stores worldwide. Nevertheless, MINISO faces challenges such as over-reliance on intellectual property (IP) collaborations and inconsistent product quality. This article employs the 4P marketing framework to analyze MINISO's current marketing strategies across four dimensions—product, price, channel, and promotion. It identifies existing issues and their underlying causes, offering targeted optimization recommendations to assist the enterprise in overcoming developmental obstacles, effectively addressing market challenges, and sustaining its competitive advantage within the industry.