宜家市场营销组合策略的分析

近年来瑞典的宜家家居作为世界著名的家居零售企业以其独特的经营理念和产品设计取得了成功，同时也给我国的家居行业带来了强烈的冲击。本文集中分析了宜家市场营销组合策略。第一部分是对于此次研究的介绍；第二部分依据前人的研究成果，对宜家家居的供应链及其产品研发和设计进行了分析；第三部分主要使用了文献研究法，分析了组合营销策略在宜家的营销策略中的运用；第四部分通过宜家家居优势的分析，以及针对我国家居产业现状分析，获得了一些启示；最后结论为：好的营销策略对于一个成功的企业来说发挥着十分重要的角色。

关键词：宜家；组合营销策略；启示
 
Abstract

IKEA, as a well-known global furniture brand from Sweden, has got a great success in China due to its marketing strategy and its research and design. It brings a strong impact to Chinese furniture market. The paper concentrates on an analysis of IKEA’s marketing mix strategy. The first chapter gives a general introduction of this study. The second chapter analyzes IKEA’s supply chain, and research and design according to the previous studies. The third chapter analyzes the use of marketing mix strategy in IKEA’s marketing strategy which uses the literature study method. The forth chapter gives enlightenment based on the analysis of IKEA’s advantage and the current situation of Chinese furniture market. The final conclusion is that a good marketing strategy plays the most important role to a retailer’s success.

Key words: IKEA; marketing mix strategy; enlightenment

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