市场营销-宜家家居在广佛地区的营销策略研究论文.docVIP

宜家家居在广佛地区的营销策略研究 【摘要】 据相关信息显示，我国家居行业在近年出现增速放缓的现状,中国作为一个制造大国,市场上家居企业数量庞大,许多中小企业在近几年无法生存和发展。加上外企在华的不断发展，对许多家居行业造成了一定的冲击。 本文根据宜家自身独特的营销特色和品牌优势，以宜家在广佛地区的门店作为研究对象，运用SWOT法以及问卷调查法，针对广佛地区的宏观环境以及广大消费者进行深入分析，为宜家在我国未来的发展提供理论上的支持。 最后，本文还结合4P营销组合策略，引出了宜家的绿色营销和宜家最有代表性的体验式营销，详细分析宜家的营销策略并为本土家居企业在当前市场不稳定的情况下，提出如何找到自己发展的特色，立足市场的借鉴意义。 【关键词】宜家家居；4P营销策略；SWOT分析：营销策略 Research on IKEAs marketing strategy in Guangfo area [Abstract] According to relevant information, Chinas home furnishing industry has slowed down in recent years?. As a manufacturing country, China has a large number of home furnishing enterprises in the market, many small and medium-sized enterprises can not survive and develop in recent years. In addition, the continuous development of foreign enterprises in China has caused a certain impact on many home furnishing industries. According to IKEAs unique marketing characteristics and brand advantages, this paper takes IKEAs stores in Guangfo area as the research object, uses SWOT method and questionnaire survey method to conduct in-depth analysis on the macro environment and consumers in Guangfo area, so as to provide theoretical support for IKEAs future development in China. Finally, combining with 4P marketing mix strategy, this paper introduces IKEAs green marketing and IKEAs most representative experiential marketing, analyzes IKEAs marketing strategy in detail and puts forward how to find the characteristics of their own development and based on the reference significance of the market for local household enterprises in the current unstable market. [Keywords] IKEA；4P marketing strategy；SWOT analysis ；marketing strategy 目 录 TOC \o 1-3 \h \u 1 前言 1 1.1 研究背景与意义 1 1.2 研究内容 2 1.3 研究方法 3 2 相关理论概述 4 2.1 4P营销理论 4 2.2 SWOT分析模型 5 2.3 体验式营销 5 2.4 绿色营销 6 3 宜家家居发展总概 8 3.1宜家背景介绍 8 3.1.1企业简介 8 3.1.2企业发展历程 9 3.1.3宜家发展现状 10 3.2宜家家居SWOT分析 11 3.2.1宜家家居的优势 12 3.2.2宜家家居的劣势 15 3.2.3宜家家居的机会 18 3.2.4宜家家居面临的威胁 19 3.2.