宜家的顾客忠诚之路_英语论文.doc

中文摘要：当今企业市场竞争的性质已经发生了革命性的变化。对于许多企业来说，重要的问题不是统计意义上的市场占有率，而是拥有多少忠诚的顾客。顾客忠诚的建立和巩固对于企业的发展是至关重要的。顾客忠诚能够使宜家家居提高生产效率、降低成本、集中精力、宣传企业形象和消除信息透明化带来的负影响。顾客忠诚形成的根源主要是转移成本、让渡价值、情感投资和顾客感知的购买风险有关。因此宜家家居采取相应策略增强顾客忠诚感：为顾客创造更多的价值、增加顾客的信任感、注重个性化和立即反应等等。

本论文从顾客忠诚角度入手，以世界家居零售巨头-宜家家居为研究对象，对宜家独特的营销策略深加剖析，探讨宜家家居建立和巩固顾客忠诚的成功之道，从而为我国家居行业建立和巩固顾客忠诚提供一定的借鉴。 

关键词：顾客忠诚；体验营销策略；绿色营销策略；顾客导向策略

Contents

Acknowledgments

Abstract

中文摘要

1.Introduction1

1.1Background 1

1.2Literature Review .1

1.3The Framework of This Essay 3

2. IKEA’s to Build up Customer Loyalty4

 2.1 Brand Strategy in IKEA. 4

   2.1.1 IKEA’s Brand Identity4

   2.1.2 IKEA’s Brand Culture4

 2.2 Price Strategy in IKEA. 5

   2.2.1 IKEA’s Pricing before Design.5

   2.2.2 IKEA’s Cost-saved Transportation.6

 2.3 Experiential Marketing Strategy in IKEA.6

   2.3.1 IKEA’s Sensory Marketing7

   2.3.2 IKEA’s Scene Marketing 7

3. IKEA’s Way to Retain Customer Loyalty8

 3.1 Emotional Investments in IKEA8

   3.1.1IKEA Family9

   3.1.2 IKEA’s Theme Promotion9

 3.2 Employee Management in IKEA.10

   3.2.1 IKEA’s Employee Recruitment10

   3.2.2 IKEA’s Employee Benefits10

 3.3 Green Marketing Strategy in IKEA11

   3.3.1 IKEA’s Material Selection11

   3.3.2 IKEA’s Support for Environment Protection.12

4. IKEA’s Way to Reinforce Customer Loyalty. 12

4.1 Customer-oriented Strategy in IKEA 12

   4.1.1 IKEA’s Product Adaption12

   4.1.2 IKEA’s Considerable Store Layout13

4.2 Word-of-mouth Marketing Strategy in IKEA .14

  4.2.1 IKEA’s Online Promotion.14

  4.2.2 IKEA’s Customer Participation.15

5. Conclusion. 15

References17