宜家的沟通之道（IKEAs communication）.docVIP

宜家的沟通之道（IKEAs communication） Brand competitiveness stems from consumer perceptions. The process of brand building is to strengthen the process of consumer cognition, and to strengthen consumer awareness, we must communicate with consumers in a comprehensive and deep level, that is, enough communication. Where successful brands, no one is good communication with consumers, IKEA is one of the leaders. We will take IKEA as an example to see how it achieves its brand through communication. Strategic communication Brand positioning is the brand strategy. The success or failure of the brand determines the survival of the brand and even the enterprise. Positioning is to make your business and product different, in the minds of consumers occupy a certain position, so that it becomes a category or characteristics of the representatives. Positioning should adhere to four basic principles: first, to be different; two, the market is large enough; three, in line with consumer awareness; four, we must continue to spread. Once the brand positioning has been established, it has become the basic constitution of enterprise marketing, pointing out the direction for the activities of enterprises, and all activities should be carried out around the positioning. IKEAs products are located in low-priced, exquisite, durable household goods, cheap, durable, became IKEAs best-selling world pass. We pulled out the low price to see how IKEA communicated with consumers. In IKEAs stores, price for publicity materials abound. For example, in the living room area, IKEA eye-catching advertising will tell you: a whole living room only 2599 yuan, and in the following stated sofa, coffee table, TV cabinet, bookcase, desk shelf, folding chairs, each shelf price is just 2599 yuan, add up to the bedroom area; IKEA, and tell you: a new bedroom only needs 2760 yuan, and then the bedroom furniture, and marked each section of the price of the furniture. There will be similar notices in different functional a