浅析宜家的营销策略

摘要

IKEA是创立于1943年的一家瑞典家居用品企业，IKEA的创始人是瑞典人坎普拉德，创立之初主要经营文具邮购、杂货等业务，后转向以家具为主业，在不断扩张过程中，产品范围扩展到涵盖各种家居用品。

IKEA发展稳健而迅速，在60年的时间里，发展到在全球共有180家连锁商店，分布在43个国家，雇佣员工7万多名。2003财年度IKEA获取了110亿欧元的销售收入和超过11亿欧元的净利润，成为全球最大的家居用品零售商。

宜家的营销策略是其经营管理的一大亮点，有很多值得借鉴的地方，通过对其营销策略的研究，可以将其经营管理的诸多方面都串联起来。

由于我国企业缺乏经验,导致体验营销在实施的过程中出现了许多问题。本文以体验营销的成功实践者"宜家"为例,分析其体验营销的特点及成功的具体策略,希望能为我国本土家居企业提供一些经验借鉴。

关键词　宜家；发展；营销策略；体验营销；

Abstract

IKEA is a Swedish household goods company founded in 1943. The founder of IKEA is the Swedish Kamprad. At the beginning of its establishment, it mainly engaged in stationery mail order, groceries, etc., and then turned to furniture-based industry, in the process of continuous expansion. The product range extends to cover a wide range of household items.

IKEA has developed steadily and rapidly. In 60 years, it has grown to 180 chain stores around the world, distributed in 43 countries and employs more than 70,000 people. In fiscal 2003, IKEA achieved sales of 11 billion euros and net profit of more than 1.1 billion euros, making it the world's largest household goods retailer.

IKEA's marketing strategy is a highlight of its management. There are many places worth learning. Through the study of its marketing strategy, many aspects of its management can be connected.

Due to the lack of experience of Chinese enterprises, there have been many problems in the process of implementation of experience marketing. This article takes the experience of marketing successor "IKEA" as an example, analyzes the characteristics of its experience marketing and the specific strategies of its success, hoping to provide some experience for domestic home furnishing enterprises.

Key：IKEA; Development; Marketing strategy; Experience marketing;

目    录

摘要 I

一、引言 1

（一）家具行业营销现状 1

（二）家具行业研究的目的及意义 1

（三）家具行业研究的方法和思路 2

二、宜家家居市场营销策略分析 3

（一）宜家家居概况 3

（二）宜家家居的营销策略 4

1宜家家居的产品策略 4

2宜家家居的价格策略 5

3宜家家居的分销渠道策略 6

4宜家家居的促销策略 7

三、宜家家居市场细分与目标市场定位 9

（一）宜家家居市场细分 9

（二）宜家家居目标市场地位 9

1宜家家居市场定位和转型 10

四、提高宜家家居市场营销策略水平的建议 11           

（一）完善宜家家居营销的方法 11

1完善价格策略 11                                                 

2完善服务策略 12

（二）提高宜家家居消费者忠诚度的建议 13

（三）对宜家家居“蹭睡族”+“蹭玩族”建议 13

参考文献 15

致谢 16