IKEA Chinese-style price cuts.docVIP

 PAGE \* MERGEFORMAT 4 IKEA Chinese-style ‘price cuts’ IKEA catalog, and not just promotional tools, but also for customers of a service. Because IKEA furniture together with a layout of a home scene, to provide consumers with a very classic configuration, and demonstrates the vivid scenes of life. 1 Zhang beautiful panoramic images to stimulate consumer associations to stimulate the customers desire to have these products. In a certain sense, the customer is that IKEA has accepted these home programs, thus they accepted IKEA products. The IKEA every single product, it is with such a stage, exemplifies the value of a single product. Therefore, the compressed catalog, in fact, reduce the attractiveness of IKEA. Slimmed-down 40one ‘home journal’, fall far short of the previous catalog reached the value of the rich and deep experience for consumers. And the IKEA catalog is the only promotion measures, the absence do not have other means to make up for the promotion. Ultimately the consumer’s eyes, have not been looking forward to the visual service, direct response is to ‘lower standard of service’. Believe this is considered necessary in the IKEA range, but compared to this, Ikea is more concerned about ‘lowering the cost of expanding its business in China’ and ‘catalog customers to have the rate of increase’. In fact, the compressed catalog for more than two goals, and can not play a direct role. From cost reduction point of view, the first ‘Chinese consumers pay more attention to price’ of such judgments questionable. Different products have different consumer groups, different consumer groups have different price affordability. The current price of grades and goals IKEA purchasing power of consumers has been proven to be matched. So IKEA catalog by compressing the product can generate more substantial price cuts? Even if it can generate substantial price cuts, does it means that the target consumer group will be positioned in terms of quantity more lower