IKEA体验营销策略研究doc.doc

市 场 营 销 学 年 论 文 宜家家居体验营销策略研究 IKEA Experience Marketing Strategy Research 学 院： 商学院 专业班级： 市场营销 营销101 学生姓名： 贾雪婉 学 号： 061005106 指导教师： 何华安老师 2013 年 6 月 宜家家居体验营销策略研究 摘 要：随着消费形态的改变，消费者体验已经成为消费者购买行为的一大新驱动力。体验经济，体验营销等新名词更是随着“体验”的概念引入营销和消费者领域而出现的，以顾客体验为中心的营销体验和品牌体验在新营销中备受关注，这是在数字和互联网环境中的新趋势。随着“体验营销”作为一种新的营销模式登上历史舞台，越来越多的企业开始借用这一工具来扩大自己的竞争优势。由于我国企业缺乏经验，导致体验营销在实施的过程中出现了许多问题。本文以体验营销的成功实践者“宜家”为例，分析其体验营销的特点及成功的具体策略，希望能为我国本土家居企业提供一些经验借鉴。 关键词：体验；体验营销；宜家家居；家居行业 IKEA Experience Marketing Strategy Research Abstract: With the change of the consumption patterns, consumer experience has become a new driving force of consumers’ buying behavior. The new worlds as experience economy and experience marketing were appeared as the experience concept is introduced in the field of marketing and consumer,in the new marketing time people focus on the center of customer’s marketing experience and brand experience, this will be the new trend in the digital and Internet environment. By the experience marketing as a new marketing mode boarded the stage of history, more and more enterprises begin to use this tool to expand its competitive advantage.When Implementation of the marketing experience a lot of problems appeared ,due to the Chinese enterprises lack of experience, marketing experience.Based on the success of the experience marketing practitioners IKEA as an example, analyze its specific characteristics and successful experience marketing strategy, hope to provide some experience for enterprises in our country. Keywords: experience;experience marketing;IKEA;furniture industry 目录 1 绪论………………………………………………………………………… 1.1 研究背景………………………………………………………………… 1.2 研究意义………………………………………………………………… 1.3 国内外研究现状………………………………………………………… 2 体验营销的涵义及特点…………………………………………………… 2.1 体验营销的涵义………………………………………………………… 2.2 体验营销的特点………………………………………………………… 3 我国家居企业体验营销环境分析………………………………………… 3.