浅析宜家家居品牌战略

“家”在人们心中是很重要的，为了塑造心中理想的“家”的形象，人们对家居装饰的要求逐渐增多，促进了家居行业的发展。本文以瑞典宜家家居为例，分析了宜家家居的品牌理念，品牌识别和营销模式。通过对宜家家居品牌战略的分析，阐述了在市场经济飞速发展的今天，如何带领企业走一条适合企业自身特色的战略路线，进行设计创新，成功开展品牌设计战略，来最大限度地占有市场，吸引顾客。

关键词：宜家家居；品牌战略；品牌理念；品牌识别；营销模式
Abstract

The concept of “Home”in the hearts of  people is very important, with increasing requirements of people for home decoration gradually to shape the image of home in the people ’ s mind. Therefore it is the reason of the rapid development of home industry. The article takes IKEA as an example, it analyses the IKEA brand concept, brand identity and marketing model. Through the analysis of IKEA home brand strategy, it describes the rapid development of the market economy today, how to lead the enterprise to take a strategic route that suit for the enterprise's own characteristics and making design innovation. And the successful development of brand design strategy, which will maximize the market to attract customers.
Key Words: IKEA；Brand strategy；Brand concept；Brand identity；Marketing model

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