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Abstract B. Joseph Pine JI and James H. Gilmore, famous scholars in the U.S., pointed out that having experienced the agriculture economy, the industry economy and the service economy, the world had ushered in the era of the experience economy. The new concept soon swept across the world and all walks of life. It has given a push for the economic development especially when all the industries attempt to implement experiential marketing strategy, a product of the experience economy.42987
But what is the essence of experiential marketing? To answer this question, IKEA is chosen as an example to show how to use experiential marketing strategies to gain an upper hand of the market. Meanwhile, despite its huge success, IKEA still has space for improvement. So SWOT analysis is also included in this essay to discuss the strengths, the weaknesses, the opportunities and the threats of IKEA’s experiential marketing strategies. Then, the author shows the enlightenment of IKEA’s strategies. To make the essay more convincing, the author carries out a questionnaire to customers and analyzes the results to explore IKEA’s problems. Last but not least, the suggestions about its future development can also be found at the end of the essay. Considering there is something in common in the experiential marketing among different industries, the author hopes the thesis could inspire them as well.
Key Words: Marketing English Experiential Marketing IKEA
摘要经济发展的历程经历了农业经济、工业经济、服务经济等时代后，迎来了体验经济时代，这是经济发展的必然趋势。体验经济的出现为世界的快速发展注入新的生命力。自美国著名学者约瑟夫·派恩（B. Joseph Pine JI）与詹姆斯·吉尔摩（James H. Gilmore）指出：“继产品经济和服务经济之后，体验式经济时代已经来临”之后， 体验式经济浪潮席卷世界各地，各行各业都掀起一股体验旋风。
正因为如此，“体验”这个词一下子就热了起来。那么，体验营销的精髓到底是什么+751"文'论[文]网:www.751com.cn？本文将从宜家的体验式营销出发，全面阐述宜家是如何实施体验式营销的，剖析宜家体验式营销的优势、劣势、机遇和威胁，阐明宜家成功之处以及给其他行业带来的启示，最后再通过问卷调查的形式寻找宜家体验式营销中存在的问题，并且提出一些可行的建议。由于体验式营销观念上的共同性，相信这些建议也可以作为其他行业的借鉴。
Contents
Abstract ....ⅰ
摘要ⅱ
Contents.....ⅲ
1Introduction to Experiential Marketing1
1.1 Experiential Marketing...1
1.1.1Characteristics of Experiential Marketing.2
1.2 Development of IKEA...2
2 Analyses of Experiential Marketing of IKEA.4
2.1 Product Strategy.4
2.1.1 Diverse Products for Better Experiential Marketing...4
2.1.2 DIY of Product8
2.2 Promotion Strategy...9
2.2.1 Experiential Television Advertisement.....9
2.2.2Product Catalog....10
2.3 Environment Combining Experience and Shopping....11
2.3.1 Prototype Room...11
2.3.2 A Free Environment for Free Trials...12
2.3.3 Canteens..12
3SWOT Analysis....14
3.1 Strengths.....14
3.2 Weaknesses.14
3.3 Opportunities....15
3.4 Threats..15
4 Enlightenment of IKEA’s Success and Suggestions for Future Development....17
4.1 Enlightenment of Experiential Marketing of IKEA.....17
4.2 Questionnaire to Find Problems of IKEA’s Experiential Marketing Strategies.....18