A Study On IKEA A Store Home Textile Sales Environment Improvement Strategy

With the continuous development of Chinese economy,the continuous development of Chinese estate industry,people's income increasing,aesthetic idea and the consumption concept is changing all the time,the requirements of indoor space environment change,increasing the demand for home textile decoration,to the home textile industry brought huge growth space.Home textile is a traditional industry is also a new industry.Home textiles include indoor sofa fabric,curtains,table cloths,cushions and other products.Home textile includes indoor sofa fabric,curtains,table cloths,cushions and other products.With the continuous improvement of people's living standards,home textiles from the traditional home decoration auxiliary functions gradually transformed into decorative,beautify the main function.At present,"light decoration,heavy decoration" concept has taken root in the hearts of the people."To create a better life for most people" is the direction IKEA has been working to since its inception.IKEA brand always and improve people's quality of life contact together and adhering to the "to customers as much as they can afford to provide,sophisticated design,complete functions,low price of home" business purpose.Combined with IKEA's business philosophy and core competitiveness deeply analysis of the opportunities and challenges in IKEA A store home textile area.The IKEA a home store textile region as an example,using literature method,survey method,analysis summarized method,carries on the analysis in view of the problems existed in IKEA stores a through customer streamlines the super ordinate,combined with the actual situation of questionnaire survey,and eventually found store layout and product display for sale has a critical influence.Analyzed and summarized the IKEA stores a home textile area layout display,using the service marketing 7p,experience marketing,consumer psychology and consumer behavior theory of the store layout,product display optimization and adjustment,and ultimately achieve continuously improve the sales target.After changing of the IKEA A store Home textile area layout,can improve their competitive advantage,but also can be used as reference for other IKEA stores,to enhance its competitive advantage in service quality.