| With the arrival of global economic integration,the international marketing of multinational enterprises has been paid more and more attention in academia.Ikea Home,as a leading cross-country retail enterprise,has been founded and developed for more than 70 years,from a village grocery store to become today's home giant;Its product sales range covers more than half of the world's region and population,the size of the company is very large;Its business philosophy,marketing model and quality of products and services are widely recognized in the world,and its successful experience is often used for reference by enterprises in the same industry.Ikea can successfully open up overseas markets and walk out of an international marketing road Therefore,it is of great significance for multinational retail enterprises,especially for transnational retail enterprises,to analyze the specific and in-depth analysis of Ikea home marketing strategy.However,with the rapid development of the times and the continuous progress of Internet technology,traditional multinational retail enterprises like IKEA are facing severe challenges from different aspects.In the marketing 4.0 era,in the new era of the rapid development of new retail,Ikea home how to seize the opportunity,meet the challenge,in the information,networking,digital era smooth transformation and upgrading of enterprises,so as to keep up with the pace of development of the times.Stay in the leading position of the industry,it is Ikea Home needs to solve the difficulties,but also other multinational retail enterprises should face and think together.This dissertation is divided into six chapters.Chapter 1 is the introduction.This paper mainly introduces the research background and significance of this dissertation,and the related literature of this paper is combed and introduced.The literature review mainly includes the literature on the international marketing theory,the literature on the transformation and upgrading of the retail industry and the literature on the IKEA home and its sales mode,and then on the basis of the predecessors' points of view to refine the individual innovative point of view.At the same time,this chapter also introduces the research method and the structure frame of the paper,which lays the groundwork for the later research.Chapter 2 is an overview of the relevant theories.By expounding and analyzing the related concepts of international marketing strategy,retailing and transnational retailing,a large number of theoretical bases are obtained,which lays a solid foundation for the comprehensive analysis of overseas marketing strategies of multinational retail enterprises by taking Ikea as an example.Chapter 3 is an overview of Ikea's current status of home management.It is divided into three parts: the overview of home retail,the history of Ikea and the status quo of Ikea's operation.It introduces in detail the process of the development of Ikea from a rural grocery store to a multinational retail tycoon.At the same time through the statistical data to illustrate the current situation of Ikea home business.Chapter 4 is the marketing strategy of Ikea home application.Based on 4p marketing strategy combination,this chapter analyzes Ikea's strategy in its overseas marketing process from four aspects: price,product,channel and promotion,and finds out the successful elements of Ikea in the process of internationalization.Chapter 5 is the current stage of IKEA challenges and coping strategies analysis.This chapter first analyzes the various challenges Ikea faces under the current market environment and the background of the times,and then puts forward thecorresponding countermeasures to the challenges faced by Ikea,and puts forward some suggestions for the transformation and upgrading of IKEA.Chapter 6 is the conclusion and enlightenment.This chapter is the last chapter of the dissertation,focusing on summarizing the research contents of the previous paper,and obtaining the final research results,and get the corresponding enlightenment. |
PDF Full Text Request