宜家家居（中国）品牌策略研究

摘要无形的事物常常是最富有价值的，对于一个企业来说，那就是品牌。品牌的忠诚度和产品的知名度、信誉度的可靠性在消费者的心目中，它是优质的产品和优良的服务的象征，是对消费者的保证。每个品牌都有着不同的品牌价值这也是产生产品价格差异的根本原因。品牌不是可以贩卖的产品，因此这也是品牌的珍贵之处。33161
本文中以研究品牌理论为基础，简要回顾宜家品牌成长过程中的品牌发展过程，然后对品牌的定位、品牌的设计、品牌的形象、品牌的传播、品牌的扩张这五个方面对宜家家居品牌策略进行研究。在中国，常见的是问卷调查法，采用这种方法可以站在消费者的角度来观察宜家品牌策略的运行效果，然后提出一些品牌策略中存在的不足。通过分析，进而从品牌的形象，品牌的效率，品牌的忠诚度，品牌的竞争力这几个方面来进行优化。
关键词品牌宜家家居品牌策略
毕业论文外文摘要
Title IKEA Home Furnishing (China) brand strategy research Summary
Abstract
Usually，Invisible things are the most valuable, for an enterprise, it refer to the brand. In the minds of consumers, brand loyalty and product visibility, credibility and reliability is a symbol of high quality products and excellent service, and also is a guarantee for consumers. Each brand has a different brand value, which is the fundamental reason for the products have different prices. The brand is not a product for selling, so it is the precious point of brand.
This dissertation based on the brand theory, briefly reviews the development process of the brand IKEA brand in the process of growth, and then according to the five aspects about brand positioning, brand design, brand image, brand communication, and brand expansion to make a research of IKEA Home Furnishing brand strategy. In Chinese, questionnaire survey method is the most common. This method can be used to the consumer's point of view to observe the operation effect of IKEA brand strategy, then put forward some existing problems in brand strategy. Through the analysis, and then from these areas such as brand image, brand efficiency, brand loyalty, brand competitiveness to optimize.
Keywords Brand   IKEA Home Furnishing   Brand strategy
目   次
1 绪论    1
1.1 研究的背景    1
1.2 研究的目的和意义    1
1.3 国内外现状研究及分析    1
1.4 研究内容和方法    2
1.4.1研究内容及框架    2
1.4.2研究方法    3
2 相关理论综述    4
2.1 品牌营销的概述    4
2.2 品牌营销的四大策略    4
3 宜家家居企业概况    6
3.1 宜家家居简介    6
3.2 宜家家居企业文化    7
4宜家家居在（中国）的品牌策略分析    8
4.1宜家家居品牌在中国的发展历程    8
4.2 宜家家居品牌策略研究    8
4.2.1 宜家家居的品牌定位    8
4.2.2 宜家中国品牌再定位    9
4.2.3 宜家家居的品牌延伸    10
4.2.4 宜家的品牌塑造    10
4.2.5 宜家家居的品牌推广    11
4.3宜家家居（中国）品牌策略的调查分析    11
4.3.1 对宜家品牌调查问卷的设计与发放    11
4.3.2消费者对宜家家居品牌的认知情况分析    11 宜家家居（中国）品牌策略研究:http://www.751com.cn/guanli/lunwen_30083.html