The Marketing Strategy Improve Research Of Shen Yang IKEA

IKEA as a global retail giant household,its success mainly relies on the unique enterprise culture,management concept and marketing strategy.In the current era of experience economy,consumers are no longer simply focus on the pure material,but pay more attention to the merchants to provide goods to bring the spirit to enjoy.Experience marketing is a kind of separated from the service economy,goods and services,for media and tools,for consumers to create spiritual enjoyment,bring its unusual unforgettable memories of a way of marketing.By Shen Yang IKEA to experience to explore,and draw lessons from the successful experience,for the relevant enterprises in our country to cultivate independent brands,enhance the international reputation provide the beneficial reference.Main purpose of my study lies on the follow factors.First,through the analysis of the marketing strategy of IKEA in Shen Yang,comb out a classic marketing model,which can make matting and reference for future related research.Second,based on the research of the IKEA learning for the pressure of domestic household enterprises provide nutrients,and thus improve our household enterprises brand awareness and promote its speed.Third,study the IKEA marketing strategy and marketing mode,the innovation of marketing for other enterprises to keep their own characteristics and to improve their competitiveness.The paper takes Shen Yang IKEA as the research background,the proposed method of market research in the "questionnaire" obtain first-hand market feedback information,through the external factor evaluation matrix and internal factor evaluation matrix and internal and external integrated analysis tools of SWOT,IKEA in the world and our country's marketing strategy has carried on the comprehensive research,exploration,finally the scientific rigorous attitude to analyze,research and summarize the data,so as to provide a reference basis for the household enterprises in our country development.The main research content includes the following three aspects:(1)The paper briefly introduces the general situation and development course in China,through to the Shen Yang IKEA marketing strategy research,reflecting the marketing strategy problems,lead to the main research content of this article.(2)Through the questionnaire to survey the current situation of IKEA in Chinese market research,and use the chart the results of statistical analysis of the consumption of the current state of IKEA,through the SWOT analysis of IKEA and other internal and external evaluation matrix analysis,and then sums up the problems existing in the process of IKEA in China development and the development trend of the future.(3)In order to better meet the requirement of Chinese localization,thrive on this fertile soil in China,IKEA has carried on the on-the-spot investigation,and made the localization strategy to improve accordingly.From brand positioning,the lower the price,and constantly improve the quality of service,to win more customers.