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ID:51449773
大小:2.06 MB
页数:13页
时间:2020-03-23
《The Strategy of IKEA 宜家战略分析.ppt》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、ThestrategyofIKEA●Productstrategy●Low-coststrategy●Intimatepolicy►ProductStrategyMarketpositioningUniquedesignAwiderangeBeautifulanddurableproductMarketpositioningInEurope:lowprices,attractive,durableInChina:white-collarworkerswhowanttobuyluxuries,butcannotaffordthehighprice
2、sThreepoints:1.IKEAmeetsthepsychologyofChinesewhite-collarcrowdasaglobalbrand.2.OneverycornerandphilosophyIKEAstoresarefullofdifferentcultures3.IKEKallowsthecustomerstoassembletheirownfurnitureandchoosetheproductforfree.Unique designsimplenaturaldurableBeautifulanddurableFou
3、rSeasonsquiltAwiderange1.Thereisawiderangeoffunctions.IKEAcanfindallpracticalhouseholditems,customersdonothavetorunbetweentherespectivehomeshop.2.Thewiderangeofthestyles.Differenttastesofpeopleherecanfindtheirownlove.►Low-costStrategy●managementidea●setthecostfirsrtandthende
4、sign●attachimportancetotheteamwork●takeallaspectintoaccount●usingnewtechnologyandmaterials●regardthecustomersasworkingpartners●shoppinglinehasbeenwelldesigned►IntimatePolicy●allowsconsumerstoexperienceaproduct●customerscanenjoythefunofassemblingthefurnitureontheirown●briefde
5、signsrepresentasimplelifestyle.●publishedmagazineswiththepicturesoftheitemsandsamplerooms●launchedaVRgamevideoTHANKYOUFORYOURLISTENING
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