The Graphics Of Consumers' Internal Value And Its Appliance In Décor Industry

Along with the development of globalizing of economy, more and more multinational companies enter into the market of China. Most of the success ones build their brands based on deep understanding of Chinese culture, Chinese customer internal value, and customer demand.To analyze the distribution of Chinese decor industry customers' internal value index and to find the method of brand positioning based on customer internal value, the author apply the "Graphics of Consumers' Internal Value"-an new method on analyzing the customer internal value-to Chinese decor industry. Based on an customer survey and much desk research and the case analysis, the author deeply explain the consuming habit of decor industry customers, analyze the distribution of decor industry customer internal value index and the characteristic of customer internal value in subdivided decor industry market, and analyze the strong points and weak points in brand positioning of famous decor brand "IKEA". The author find:Shanghai customers pay considerable attention to home decorTo shanghai customers, the most important index of decor products is quality, design style and price. The shopping place with various products high quality products and reasonable price will highly attract the Shanghai customers.The characteristics of customer internal value in subdivided markets of decor industry are obviously differentThe customer groups with different levels of home income, show obviously different characteristics of internal value. The same situation also happens in different customer groups with different age etc..The decor industry customers can be divided into three groups based on their internal valueBased on their internal value, decor industry customers can be divided into three groups: Enjoyment oriented group, traditional oriented group, fashion oriented group.The brand positioning of IKEA is combined with deep understanding of Chinese decor industry customers' internal valueThe target Chinese customer group of IKEA now is focused on the young, having style and not rich customers. The strong points of IKEA such as design style can greatly cater for the proneeds of these target customer group's internal value, and the weak points of IKEA is just the anti-needs of these target customers' internal value. And the future strategy of IKEA to expand their range of customers is also based on the decor industry customer internal value.As an conclusion, the application of "Graphics of Consumers' Internal Value" to Chinese decor industry can successfully explain the decor industry customers' internal value, and this method can be successfully apply to make successful brand positioning.