浅析宜家家居在中国市场的营销策略 摘要房地产行业的迅猛发展催生了更多的附加产业链的发展，其中家居家具市场的行业竞争也呈现出愈演愈烈之势。尤其是在希望资本主义国家中，营销是企业生存的关键因素，对于企业的长远发展来说，不仅需要良好的内控机制和决策战略，而且也需要科学的营销措施，从而实现企业核心竞争力的提升。所以现阶段我国企业的发展重点应当放在如何制定营销策略并保证其科学性之上。本文以世界连锁家居企业——宜家家居为例，探讨其发展过程当中的成功营销策略，如体验、组合、目录册等。尤其是体验式营销，当宜家家居依靠此大获成功以后，很多同类型的家具企业也纷纷效仿，开始对宜家的成功营销经验进行复制。但是，在这一过程中，由于我国企业自身缺乏创新能力和营销能力，因此总是错误百出。笔者在此次研究中重点探讨了宜家的成功经验，并对其营销能力和核心特点进行了深入的分析，从而使得我国家居企业在开展营销工作时能够有完整的理论体系得以支撑。关键词：宜家；营销策略；营销方式；体验营销；问题；经验借鉴AbstractThe rapid development of real estate industry has given rise to the development of additional industry chain, including household furniture market competition also showing a growing trend. Especially in the hope that in the capitalist countries, marketing is the key factor for enterprise survival, for the long-term development of enterprises, not only need good internal control mechanism and decision-making strategy, and it needs scientific marketing measures, so as to realize the promotion enterprise's core competitiveness. So at this stage the development of China's enterprises should focus on how to develop the marketing strategy and ensure its scientific nature. Based on the chain of household enterprises in the world - ikea as an example, discuss the development process of the success of the marketing strategy, such as experience, combination, catalogues, etc. Experiential marketing, in particular, when ikea depend on the success, many of the same type...
