广州宜家家居的营销策略分析

Analysis on Marketing Strategy of IKEA Home in Guangzhou

摘要: 自2005年入驻广州后，宜家家居对许多家居零售商和消费者的家居生活产生了巨大的影响。宜家家居在营销上开创了一体化品牌策略，采取了体验营销策略和价格策略。这些策略的实施不仅让消费者们了解到宜家家居的产品，还能更好的进行品牌的推广。尽管宜家家居很好地运用了这些营销策略，但是在营销模式上和售后服务方面存在着不少问题。本文拟针对广州宜家家居在价格、品牌知名度、产品的营销模式、配送安装服务、物流体系不成熟以及售后服务体系不完善等问题展开分析，在此基础上提出完善改进的方法策略。

Abstract: Since its arrival in Guangzhou in 2005, IKEA has exerted a tremendous influence on the home life of many home retailers and consumers. IKEA has created an integrated brand strategy in marketing and adopted experiential marketing strategy and price strategy. The implementations of these strategies not only let consumers know about IKEA products, but also better promote the brand. Although IKEA has made good use of these marketing strategies, there are many problems in marketing mode and after-sales service. This paper intends to analyze the price, brand awareness, marketing mode of product, distribution and installation services, immature logistics system and imperfect after-sales service system of IKEA Home in Guangzhou. On this basis, it puts forward improved methods and strategies.