Research Of Localization Strategy Of IKEA In China

In recent years, Multi-National Corporations make an effort to realize the globalization development strategy,to strengthen the connection with the host country and to enhance its market competitiveness. A truly successful multinational enterprises should know very well about the host country, to achieve a comprehensive localization, and then to become a truly global multinational enterprises.IKEA,estabilished in Sweden,entered in the Chinese market in 1998, its product design, price adjustment, promotion means, logistics distribution and other aspects of adjustment and innovation are based on the complexity of the Chinese market and the understanding of variability. The significance of this article lies in how to make the best use of the resources to make IKEA more adaptable to localization based on the present management model.The purpose is to set up a more proper corporate culture and make up more market share.This paper focuses on the development of IKEA group in China,and combines with a large number of research materials, analysis to sum up the advantages to provide specific advice to IKEA group. In this paper, we first use the theory analysis method to study the localization of the motivation and content and concluded that: the Multi-National Corporation in the host country to implement the localization strategy is the inevitable trend and the wise choice.then, we use the case method of analysis to present the development of IKEA in China and the localization for the Chinese market measures tand learn the positive side of IKEA localization measures.we also discuss the the problems of IKEA in China, Writer also use the SWOT analysis method to analyse the advantages, disadvantages, opportunities and threats of IKEA in China, and put forward the corresponding solutions to the problems existing in IKEA.