家居行业体验营销现状及营销策略分析研究 市场营销专业VIP免费

家居行业体验营销现状及营销策略——以宜家家居为例摘要在经济飞速发展的当下，人们对服务的质量和水平的要求日趋高涨，体验营销也已经逐渐成为常见的、主流的营销方式。特别是体验特性非常高的家居行业，更是对体验营销的有着高要求。本文主要针对宜家家居分析其体验营销策略，发现家居行业体验营销背后的问题，从而给出家居行业体验营销策略。首先研究一下我国目前体验营销的现状以及今后的发展趋势，着重分析宜家家居的体验营销策略。宜家以顾客至上的服务理念，市场定位准确，情感体验深入的营销特点深受大众喜爱，在家居用品行业占据着重要的地位。而国内家居用品传统零售行业与之对比，却凸显了不足。通过分析宜家家居的体验营销策略，总结了三点可以借鉴到传统家居零售行业的启示。首先，要从消费者出发，以消费者心理需求为导向设计出消费者满意的产品。其次，营销策略和理念是消费者对企业印象的关键，要真正从消费者心理出发给予体验式的服务。最后，创建品牌忠诚度，不仅要了解客户的行为方式和生活需求，更重要的则是做生活方式的缔造者和推动者。关键词：家居；体验营销；体验式服务；情感体验；品牌忠诚度TheStrategyofExperienceMarketingintheHomeIndustry--TakingIKEAasanExampleAbstractWiththerapiddevelopmentoftheeconomy,peopleareincreasinglydemandingthequalityandlevelofservices.Experiencemarketinghasgraduallybecomeacommonandmainstreammarketingmethod.Inparticular,thehomeindustrywithveryhighexperiencecharacteristicshasahighdemandforexperiencemarketing.ThisarticlemainlyfocusesonIKEA'sanalysisofitsexperiencemarketingstrategyanddiscoverstheproblemsbehindtheexperienceofthehomeindustryinmarketing,thusprovidinganexperiencemarketingstrategyforthehomeindustry.Initiallystatedthecurrentstatusoftheexperiencemarketinganddevelopmenttrends,andanalyzedthemarketingstrategyofIKEA.IKEA'scustomer-orientedserviceconcept,accuratemarketpositioning,andin-depthemotionalmarketingfeaturesarewellreceivedbythegeneralpublicandoccupyanimportantpositioninthehomefurnishingindustry.Thecontrastwiththetraditionalretailindustryofdomestichouseholdproductshighlightstheshortcomings.ThroughtheanalysisofIKEA'smarketingstrategy,thethreepointsthatcanbelearnedfromthetraditionalhomeretailindustryareinspiration.Firstofall,wemuststartfromconsumersanddesignproductsthataresuitableforcustomersbasedonthepsychologicalneedsofconsumers.Secondly,marketingstrategiesandconceptsarethekeytogivingconsumerstheimageofthecompany,andtheymustreallyprovideexperientialservicesbasedonconsumerpsychology.Finally,tocreatebrandloyalty,wemustnotonlyunderstandthebehavioralstylesandlifeneedsofourcustomers,butmoreimportantly,wemustalsobethecreatorsandpromotersoflifestyles.KeyWords:home;experiencemarketing;experientialservice;emotionalexperience;brandloyalty目录摘要...............................................................IAbstract............................................................II目录...............................................................III一绪论.............................................................1二体验营销的现状及研究目的.........................................1（一）体验营销的现状及发展趋势......................................................................1（二）通过调查问卷分析家居行业体验营销的现状及其发展趋势..................1（三）研究目的及意义..........................................................................................3三宜家式体验营销模式及策略分析.....................................3（一）宜家家居介绍...........................................................