论文：宜家家居的品牌策略研究.doc

本科毕业设计（论文） 题目 宜家家居（中国）的品牌策略研究 学 院 经济与管理学院 年 级 2010 专 业 市场营销 班 级 102市场 学 号 020310217 学生姓名 陈玙羽 指导教师 马军伟 职 称 讲师 论文提交日期 2013-12-23 常熟理工学院本科毕业设计(论文论文’s Brand Strategy Abstract Is often the most invisible things of value , for an enterprise that is the brand . Usually associated with a product brand loyalty in this market , visibility , and consumer confidence and credibility in the eyes , it is a symbol of excellent quality products and excellent service , it is a guarantee for consumers . Each brand has different brand value , which is the root cause of the price differences. Brand is not a IKEA brand growth process, and then from the brand positioning , brand design , sale of goods that can be used , which is the crown jewel of the brand . In this paper, the theory of brand -related research foundation , a brief review of the brand image, brand communication , brand extension of the IKEA brand strategy research in five areas . And through questionnaires from the consumers point of view to understand the IKEAS brand strategy implementation effect in china, then, the company made a number of shortcomings that exist in the current brand strategy , and through analysis, from the brand credibility , brand image, brand loyalty brand efficiency , brand competitiveness in these areas to be optimized. Key words:IKEA;Brand;Brand strategy 目 录 1. 绪论 1 1.1研究的背景 1 1.2研究目的和意义 1 1.3国内外研究现状及分析 2 1.4研究内容和方法 3 1.4.1研究内容及框架 3 1.4.2研究方法 4 2. 宜家家居（中国）品牌策略分析 5 2.1宜家家居品牌发展历程 5 2.2宜家家居在华发展历程 6 2.3宜家家居品牌策略分析 7 2.3.1宜家家居的品牌识别 7 2.3.2宜家家居的品牌定位 8 2.3.3宜家中国品牌再定位 9 2.3.4宜家家居的品牌延伸 10 2.3.5宜家家居的品牌传播 11 2.3.6宜家家居的品牌系统 12 3. 宜家家居（中国）品牌策略的调查分析 14 3.1调查问卷的设计与发放 14 3.2调查问卷分析 14 3.2.1消费者的基本情况分析 14 3.2.2消费者对宜家家居的认知情况分析 16 4.宜家家居(中国)品牌策略存在的问题 22 4.1产品质量缺陷严重影响品牌公信力 22 4.2价格定位不明影响品牌定位有效落实 23 4.3坚持“国际惯例”未考虑中国消费者的习惯 23 4.4自建卖场的经营方式影响宜家的扩张速度 24 4.5宜家遭遇模仿使市场份额遭到冲击 24 4.6