案例,spss,数据分析

“宜家”的体验营销对中国家具零售企业的启示


全文字数:9500字左右  原创时间:<=2022年

【内容摘要】

随着人们生活水平的不断提高,消费者对产品的关注不再是仅仅绝限于产品的质量和功能,而是将更多的目光投向了产品的购买和消费过程中的感情与价值体验,

因此,体验营销作为一种新的营销模式正渐渐地取代传统营销登上营销家族的历史舞台。当今,哪个企业能合理有效的利用体验营销,无疑将会赢得消费者更多的掌声和赞誉。宜家便抓住了这一点,运用“产-供-销”一体化的运营模式,从根本上解决了消费者与企业之间的互动问题,它对中国家具零售企业产生了重大的影响。


关键词:体验营销,宜家,家具零售商


Abstract:With the continuous improvement of living standards, consumer products, the concern must not be just limited to product quality and function, but will be more eyes on the product purchase and consumption in the process of emotional experience and value, so , experience marketing as a new marketing model is gradually replacing traditional marketing marketing family boarded the stage of history. Today, what businesses can reasonably effective use of experiential marketing, consumers will no doubt win more applause and praise. IKEA hold of this, the use of "production - for - sale" integrated business model, a fundamental solution to the interaction between consumers and business issues, its furniture retail companies in China had a significant impact.


Keywords: experience marketing, IKEA, furniture retailers

 

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