Analysis Of Zhengzhou IKEA's Marketing Strategy Based On The Perspective Of Customer Satisfaction

Marketing strategy is more and more important to the realization of enterprise value and the future development.The level of customer satisfaction concerns directly the success of the enterprise's marketing strategy.With the strengthening of "Attraction of Zhengzhou",IKEA,as one of the "100 most valuable brands in the world",has settled in Zhengzhou,Henan Province,promoting the development competitiveness of Zhengzhou trade city.The paper is divided into six parts.Taking the marketing strategy of Zhengzhou IKEA as the research object,based on the analysis of Zhengzhou market and the development of IKEA,this paper makes a qualitative analysis of the marketing status of IKEA in Zhengzhou through SWOT analysis,STP marketing strategy analysis and 4P marketing strategy analysis,and makes a quantitative analysis of IKEA's marketing strategy from the perspective of customer satisfaction.The factors affecting the customer satisfaction index are constructed,and the evaluation index system of customer satisfaction,including 9 first-level indexes and 25second-level indexes,is established.Designed the questionnaire,through the combination of offline and online way to collect data,the integrated use of SPSS22.0 survey data for reliability and validity analysis,factor analysis,integration model,to determine the index weight,and finally determine the 25 secondary indexes in four points graph model advantage area,patch area,opportunity and maintain the position,the Zhengzhou IKEA marketing carried on the thorough analysis of the advantages and disadvantages.Finally,in view of the existing problems,this paper puts forward relevant Suggestions for Zhengzhou IKEA's marketing strategy from five aspects: expanding popularity,attaching importance to member welfare,increasing transportation convenience,improving layout,and changing service concept.The research of this paper is expected to optimize the marketing strategy of Zhengzhou IKEA,improve its customer satisfaction,further enhance the competitiveness of Zhengzhou IKEA,and provide reference and reference for the development of other Zhengzhou furniture industry.