宜家家居的体验式营销策略研究分析 工商管理专业

中文题目宜家家居的体验式营销策略研究英文题目Research on the Experiential Marketing Strategy of the IKEA 【摘 要】宜家家居作为家居行业中的明星企业，不仅为消费者提供了种类繁多、精美实用的产品，更通过开展体验式营销满足了消费者的精神需求，取得了巨大的成功。本文通过概述宜家家居的发展历史，分析宜家家居开展体验营销的必要性，着重对宜家家居体验式营销策略和体验营销实施过程中存在的问题进行研究，为提升宜家家居的市场竞争力提出针对性建议。【关键词】宜家家居，体验式营销，个性化需求【Abstract】IKEA as a household star enterprise in the industry, not only provides various, beautiful and practical products for consumers, but also carries out the experience marketing to meet the consumers’ spiritual needs, and has achieved great success. The paper summarized the development history of IKEA, analyzed the necessity of experiential marketing, in particularly studied the strategy of IKEA experience marketing as well as the strategy problems existing in the process of implementing. This paper has proposed corresponding suggestions in terms of how to enhance the market competitiveness of IKEA.【Keywords】IKEA, Experience Marketing, Individual Demand目 录一、宜家家居的概况..........................................................1（一）宜家家居的简介........................................................1（二）宜家家居在中国的发展..................................................1二、宜家家居开展体验式营销的必要性..........................................3（一）体验营销与传统营销的区别..............................................3（二）中国体验营销的发展现状................................................31.体验营销的观念滞后....................................................32.企业的营销策略运用不当................................................43.消费者的体验参与度较低................................................4三、宜家家居的体验式营销策略........................................