| In recent years, Chinese economy is growing rapidly, along with the reform andopening-up continuing to develop in depth. The improvements of people’s income leveland the changes in consumers’ awareness have brought huge room for growth in homeindustry. Home products are upgrading gradually from consumer durables to artworksthat represent personal tastes and personalities. Personal preferences, pop elements,seasons, climates and even daily moods may have a big influence when consumers makebuying decisions. Foreign companies are attracted by the diversified market demands inChina, and have actively expanded investment to seize market share.Although the market of home products in China is thriving, the enterprises aremeeting with big challenges. The traditional way of home products retailing，based onstall business model, become obsolete，which has been gradually replaced by thesupermarket model. Since China’s accession to the WTO, our domestic enterprises haveto compete with the foreign brands to capture the market share under the samecompetitive environment. In addition, domestic enterprises also have to contend for sharein international market to enhance their competitiveness. Searching for one specificmodel, which is suitable for the development of China’s economic situation andpromoting domestic retailing of home products, is an urgent issue that needs to beaddressed.This paper takes the IKEA as the study object, and makes a deep analysis on IKEA’sdevelopment process and its unique marketing strategy, then discusses IKEA’s way tosuccess. In the meantime, this paper points out the difficulties and challenges that IKEAhas encountered in localization and also the strategy adjustment IKAE takes to solve theproblems. Lastly, this paper makes a contrast between the domestic companies and IKEAto identify the shortcomings and some aspects that needs to be improved in our domesticenterprises, thereby providing some reference for our home industries’ scientificdevelopment. |
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