论文总字数：20929字

摘 要

在这个经济发达的全新时代，人文价值和精神是企业需要关注的首要点，企业单靠传统的营销方式，想要在行业竞争下可持续发展是非常困难的。体验式营销是体验经济时代下的产物，作为一种与时俱进的营销模式，在目前和未来的营销管理研究是一个非常重要的新领域。这样的社会背景之下，顾客忠诚是企业在激烈的行业竞争中的软实力，也是企业的主要利润来源之一，要想准确地了解消费者需求并满足，是企业的制胜关键。

体验经济的浪潮下，人们会创造越来越多跟体验有关的经济活动，商家可以依靠体验式服务取胜。想要实施体验式营销，要考虑企业自身的产品、产品功能和质量，要重视目标顾客的各个方面需求，包括喜好、价值观、行为等，还要重视企业品牌的知名度和美誉度。体验式营销包含了品牌与消费者之间的互动、参与和活动，注重品牌和顾客之间的沟通，目的在于能够有效直接吸引消费者，邀请并鼓励其参与到企业的营销模式的理念。

当传统的营销方式指导理念让企业在经营活动中难以实现经营目标，企业需要寻求一种全新的手段去更好地把握消费者的需求、细化受众市场、加强品牌建设，并在新的营销手段和理念的基础上强化企业优势，体现企业在行业中的服务差异化优势。

本文将结合体验式营销理念的意义和特点，梳理好体验、体验经济、体验式营销之间的关系，并在体验式营销理念的基础上对宜家家居体验式营销进行深入的研究。

关键词：体验经济；体验式营销；宜家家居

IKEA Experience Marketing Strategy Research

Abstract

In this new era of economic development, human value and spirit are the first key points that enterprises need to pay attention to. It is very difficult for enterprises to achieve sustainable development in the industry competition by relying on traditional marketing methods alone. Experiential marketing is a product of the era of experience economy. As a marketing mode that keeps pace with the times, the research of marketing management is a very important new field at present and in the future. Under such social background, customer loyalty is the soft power of enterprises in the fierce industry competition, and also one of the main profit sources of enterprises. To accurately understand and meet the needs of consumers is the key to success of enterprises.

Under the wave of experience economy, people will create more and more economic activities related to experience, and businesses can rely on experience services to win. In order to implement experiential marketing, we should consider the product, product function and quality of the enterprise itself, pay attention to the needs of all aspects of the target customers, including preferences, values, behaviors, etc., and pay attention to the popularity and reputation of the enterprise brand. Experiential marketing includes the interaction, participation and activities between brand and consumers, focusing on the communication between brand and customers, aiming to attract consumers directly and effectively, and to invite and encourage them to participate in the marketing mode of enterprises.

When the traditional guiding concept of marketing mode makes it difficult for enterprises to achieve business objectives in business activities, enterprises need to seek a new means to better grasp the needs of consumers, refine the audience market, strengthen brand building, and strengthen the advantages of enterprises on the basis of new marketing means and concepts, reflecting the service differentiation advantages of enterprises in the industry.

This paper will combine the significance and characteristics of experience marketing concept, sort out the relationship among experience, experience economy and experience marketing, and conduct in-depth research on IKEA experience marketing based on the experience marketing concept.

Keywords: experience economy，experience marketing，IKEA

目 录

摘 要 I

IKEA Experience Marketing Strategy Research II

Abstract II

第一章 绪 论 1

1.1研究背景 1

1.2研究目的与意义 1

1.3研究方法与内容 2

第二章 文献综述 3

第三章 宜家家居发展现状研究 6

3.1.宜家家居简介 6

3.2 宜家家居的发展历程和现状 6

3.2.1宜家家居的发展历程 6

3.2.2 宜家家居的现状 7

第四章 宜家家居市场定位分析 9

4.1优势 9

4.1.1商品种类繁多 9

4.1.2线上线下相结合 9

4.1.3独有的用户体验 9

4.2劣势 9

4.2.1市场辐射范围局限 9

4.2.2配送服务能力薄弱 9

4.3竞争对手 10

4.3.1无印良品 10

4.3.2红星美凯龙 10

4.4目标市场 11

第五章 宜家家居体验式营销策略研究 12

5.1情景设置 12

5.1.1营造样板间 12

5.1.2合理的卖场布局 12

5.1.3出色的体验式服务 13

5.2 DIY体验方式 13

5.3产品目录 13

5.4口碑营销 14

第六章 对宜家家居体验式营销策略的建议 15

6.1 宜家家居体验式营销策略的不足之处 15

6.1.1 衍生成本过高 15

6.1.2 物流压力 15

6.1.3消费者忠诚度下降，没有合理的顾客管理信息系统 15

6.1.4降低采购成本导致产品质量下降 15

6.2宜家家居体验式营销策略的改进建议 16

6.2.1合理降低经营成本 16

6.2.2完善的物流体系 16

6.2.3提高消费者忠诚度，建立完整的消费者信息管理系统 16

6.2.4 严格把关商品质量 16

结束语 18

参考文献 19

第一章 绪 论

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