特力屋与宜家经营策略比较研究.pdfVIP

特力屋与宜家经营策略比较研究 摘 要 随着人们生活品位的提高，家居饰品这个过去被忽视的行业，将成为市场上的 投资新宠。HOLA 特力屋与宜家家居是同属于中国软装饰市场中的两个重量级企 业，是竞争者，也是伙伴。HOLA 特力屋专为中国市场设计家居装饰，新品更新速 度快，紧跟国际流行,引领家居时尚。还有会员系统和 B2B 供应链平台，这个后端 平台其实是 HOLA 特力屋进行市场竞争的最强能力所在。HOLA 特力屋利用会员 信息系统“培养客户忠诚度”。HOLA 特力屋销售的商品种类齐全，并且档次较高， 宜家家居锁定了全球的中产阶层为自己的目标客户，低价、实用、大众化是宜家家 居已经树立的市场形象。宜家家居一直坚持由自己亲自设计所有产品并拥有其专 利，每年有100多名设计师在夜以继日地疯狂工作以保证“全部的产品、全部的专 利”。 本文通过大量的资料对 HOLA 特力屋与宜家家居两家软装企业的经营策略进 行比较分析，揭示这两家企业经营策略中存在的问题和不足。在对问题进行进一步 比较研究的基础上，得出一些可以使这两家企业经营策略更加优化的建议。目的在 于让两家企业不断提高自身的产品品质与服务质量，并形成企业的经营特色，提高 竞争力。 关键词： HOLA 特力屋，宜家家居，中国家居软装，经营策略 I 特力屋与宜家经营策略比较研究 Abstract With upgrade of people’s living quality, the industry of house decoration that was neglected in the past will become new favorite of investment in the market. The HOLA and IKEA are main two enterprises in the house decoration in Chinese market, also are competitors and partners.The HOLA designs specially house decoration for the Chinese market. Its new products are updated quickly, follow closely international popular, and become fad in the house decoration. Also the HOLA has the member system and the B2B supply chain platform that is actually the strongest ability in the market competition. The HOLA utilizes the members’ information system for “fostering customer loyalty”. The kinds of goods saled by the HOLA are complete and high grade. The IKEA has taken the global middle class for own goal customers. The low price, practicality, and popularity are the market image that has been already set up by the IKEA. At all time the IKEA insists to design all products personally by itself and has its patents. Every year the mo