宜家家居市场营销策略研究

注：以上各项由指导老师填写

摘要

随着我国房地产行业的不断开发，家居市场的竞争越来越激烈。在商品经济发达的国家认为“市场营销工作是企业经营的命脉”。有一个好的经营决策者外，制定和实施适合企业发展道路的营销策略，是企业在行业间脱颖而出的重要条件。如何提升营销水平来获取市场的利润份额，是当前企业发展的重要问题。

宜家公司是一家著名的欧洲家具跨国公司，1998年进入中国上海，在我国13年的经营活动中积累了丰富的营销经验，在他们的经营过程中，仍遇到了很多困难。中国加入WTO后，它们将面临更为激烈的市场挑战。

本文运用系统分析的方法对宜家家居营销的现状和环境进行研究、分析，指出宜家企业自身营销策略的滞后、企业突破高采购成本的发展瓶颈以及客户忠诚度上的问题及原因并结合外部PEST分析和内部SWOT分析方法进行分析，以科学严谨审慎的态度进行分析、研究，帮助企业完善自身的营销策略、为了解决瓶颈实行的高品质低价格的策略的完善和吸引顾客、留住顾客，力求使研究成果对企业商业模式的运作与发展具有长远的指导意义。

关键词：宜家，市场营销，竞争，顾客

Abstract

with the continuous development of china's real estate industry, the competition in the market of home furnishing is becoming more and more fierce.it is believed in the developed countries that marketing is the lifeline of an enterprise besides a wise master, the formulation and the implement of a market strategy which suits the enterprise could make great contribution to making the enterprise outstanding. How to gain the market share of the profits is an important question of the current development for the enterprise to concern about.

IKEA, a famous European furniture corporation, entered Shanghai in 1998, has accumulated rich experience in marketing in the 13 years in China, they still faces a lot of difficulties during their operating process. After China joins WTO, they will face more fierce market challenges.

In this paper, the method of system analysis will be used to research and analyse the condition and environment of the IKEA marketing the marketing, pointing out the enterprise marketing strategy of IKEA lag, enterprises break through the bottleneck in the development of high purchase cost and customer loyalty on the problem and reason of PEST analysis and combination of external and internal SWOT analysis method to analyze, to rigorous scientific and prudent attitude analysis, research, to help enterprises improve their own marketing strategy, in order to solve the bottleneck of high quality low price strategy to improve and to attract customers, retain customers, and strive to make research on the business model of the operation and development of long-term guiding significance.

Key words：IKEA, Marketing , competition , customer

目录

摘要 ........................................................................................................................ I Abstract ............................................................................................................... II 1绪论 .. (5)

1.1问题的提出 (5)

1.2研究目的和意义 (5)

1.3研究的方法和思路 (6)

2文献综述 (7)

2.1市场营销内涵和特点 (7)

2.2市场营销的历史进程 (8)

2.3市场营销策略的相关理论 (10)

3宜家家居市场营销现状和环境分析 (13)

3.1宜家家居概况 (13)

3.2宜家家居的经营特点和营销策略 (13)

3.3宜家家居的市场竞争分析 (15)

3.4宜家家居的PEST分析和SWOT分析 (16)

4宜家家居市场营销策略面临的问题及原因 (19)

4.1应用4PS和4CS策略结合模式带来的问题及原因 (19)

4.2降低采购成本而导致产品品质下降的问题及原因 (21)

4.3消费者忠诚度降低的问题及原因 (22)

5完善宜家家居市场营销策略的建议 (24)

5.1建议宜家家居采用4RS营销模式 (24)

5.2完善宜家家居高品质低价位营销策略 (25)

5.3提高宜家家居消费者忠诚度的建议 (25)

6宜家的市场营销策略对中国家居企业的启示 (27)

6.1宜家与中国家居企业的差异 (27)

6.2对中国家居企业在营销方面的启示 (28)

结束语 (30)

致谢 (31)

参考文献 (32)