宜家的营销与传播-以宜家上海徐家汇店为例IKEA marketing and communications - IKEA Shanghai Xujiahui摘要创立于 1943 年的宜家是瑞典的一家家居用品企业。本文从宜家家居企业的发展背景入手，细致分析了不同层次上宜家的营销战略，在全球，宜家的战略为两个主要战略方向：全球经营战略和线性一体化战略；而具体到中国市场，又提出了成本优势战略、个性化战略、目标化战略。同时本文还分析了宜家在品牌传播过程中所体现的独到之处，主要体现在企业文化、产品优势、品牌特色这几个方面。在以宜家家居徐汇店的实际现况为例进行具体分析时，充分展现了宜家具体的营销战略和品牌传播的特色优势，阐述分析宜家家居在中国市场的成功因素为我国家具及家居品牌的发展提供了参考，需要我国的家具及家居品牌在保持自身已有的本土优势的情况下，能够不断吸收学习宜家这样成功家居品牌的长处，调整自身的营销战略，强调品牌的重要性，从而成长成为面向世界的一流家居品牌，立足中国，面向世界。关键词：宜家； 营销； 传播； 品牌Marketing and Dissemination of IKEA1AbstractIKEA which founded in 1943, is a Swedish home goods company. Starting from the development background of IKEA, we made a detailed analysis of the different levels on the marketing strategy of IKEA, IKEA's strategy about the world market, there are two main strategic directions: global operations strategy and linear integrated strategy. Specific to the Chinese market, there also are some strategic directions: the cost advantage of strategic, personalized strategies, objectives strategy. At the same time, this paper also analyzes the unique IKEA embodied in the brand communication process, mainly in the aspects of the corporate culture, product advantage, brand characteristics. Actual current situation of IKEA Xuhui as an example to specific analysis, fully demonstrated the IKEA specific marketing strategy and brand communication characteristics and advantages. Elaborate analysis of the success factors of IKEA in the Chinese market, ...
