Kesearch On The E-Marketing Strategy And Tactics Of IKEA China

Since the Third Industrial Revolution,computer and Internet technology has been developing at an unprecedented speed.Whether it be in food,clothing,housing or business practice,most of human activities have been deeply influenced by computers and the Internet.In such an environment,e-commerce emerges as the time deem necessary.With China,s economic transformation and development officially entering a new era of "consumption upgrading",China's e-commerce continues to create new consumer demand,China,s e-commerce development is still maintaining a relatively rapid growth.IKEA,a well-known household company with offline experience marketing,has launched e-commerce business in 13 markets around the world.However,in the face of China's e-commerce market,IKEA is particularly careful.IKEA is under great pressure when the traditional management mode,which is dominated by offline stores,is constantly challenged by the online e-commerce.If IKEA China can combine e-marketing with offline experiential marketing,it is believed that it will not only expand its ready market,but also maintain a higher growth rate of sales.This paper uses PEST,SWOT and other management tools to analyze the macro and micro environment of the e-marketing of IKEA China.Then,through STP analysis,the target market and market position of IKEA China's e-marketing are determined.With the guidance of 4Ps theory,this paper generates e-marketing mix of IKEA China from four aspects:product,price,channel and promotion.IKEA China is supposed to uphold its own brand advantages,continue to provide high-quality and low-cost goods,focus on the development of localized products and IoT products.In terms of channels,IKEA China should improve the construction of online shopping malls,cooperate with third-party integrated e-commerce platforms,Implement the 020 Strategy and pay attention to mobile application development and logistics strategy optimization.And,via improving the promotion of social media and online membership system,implementing intelligent recommendation,doing event marketing and promotion,applying AR/VR Technology to Improve Online Shopping Experience and focusing on advertising cooperation can serve IKEA China's e-marketing tactics.Furthermore,this paper uses analytic hierarchy process(AHP)to quantitatively analyze the qualitative marketing mix strategy.By establishing mathematical model and calculating validation,the ranking of each element in the marketing tactics are obtained,which makes the research more scientific and pertinent.Last but not least,this paper also generated guarantee measures from four aspects:enterprise culture construction,Organization and Talent Guarantee,technical input and supplement of financial and material resources.