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论文编号：	11277
作者编号：	2320170511
上传时间：	2019/12/11 10:03:07
中文题目：	天津宜家家居零售市场营销策略及其实施研究
英文题目：	Research on Marketing Tactics and Implementation of IKEA Tianjin in the Home Furnishing Retail Market
指导老师：	任星耀
中文关键字：	家居零售行业;营销策略;宜家;购物体验
英文关键字：	Home Furnishing Retail Industry;Marketing Tactics;IKEA;Shopping Experience
中文摘要：	当前的零售市场环境瞬息万变，线上线下领先的企业都在寻求着转型或是彼此间的合作尝试，阿里巴巴和居然之家建立合作、京东与月星家居的联合、腾讯和红星美凯龙打造IMP全球家居智慧营销平台，这些市场的新动向都给其他传统家居零售商带来了不少压力。近年来，线上销售增长速度在逐年递减，伴随着智能产品的不断升级以及越来越多的企业升级线上平台，不再仅仅依赖着现有的平台而居的形势下，“新零售”应运而生。传统零售商不得不在时代的推动下寻求转型，宜家家居首当其中。在外部环境竞争激烈的当下，宜家中国市场正在经历的变革并不迅速，但对于地方商场来说，不做任何行动就意味着将被慢慢踢出市场，尤其是在天津市场的第二家宜家刚开业，就显示出了销售无力达到目标的趋势的状态下，对于新店和整个市场来说，很有可能会连续多年都无法完成收回成本的基本目标。所以对于天津宜家来说，整体的销售压力非常大，商场必须对于当下和未来都有着快速的预判和行动。 宜家家居作为传统的家居零售商从2018年下半年开始正式启动转型之路，但目前仍未完成中国市场的组织架构调整。近一年来，全国各地的宜家都在尝试着做不同的活动来刺激销售，天津宜家也是如此。但是一味地投入资金和精力去提升销售额，虽然得到了达到目标的结果，但从整体分析来说并不乐观。本文以天津宜家为例，希望在当前家居行业市场竞争激烈的局面下，帮助商场找到切实可行的营销策略优化方法，帮助天津宜家稳步发展。通过从大的外部环境分析家居行业的发展现状和趋势，去更深入了解客户需求的转变；通过对于竞争对手的分析和自身情况的了解，结合当前的优势、劣势、机会和威胁，发掘更多的改善点和发展方向。帮助天津宜家从目标市场定位开始，分析目标客户群的特征和需求，结合商品、服务、营销沟通、多渠道互通以及体验式营销等多个方面，从细节里找机会改进和突破，让商场在当地市场保持竞争的有利地位，占据更多的市场份额。在走进当地消费者的心里的同时，更好地体现宜家的品牌价值和商业理念。对于零售企业来说，即便是宜家这样具有几十年零售经验和优秀的销售成绩的零售商，仍然需要运用变革适应市场的变化去不断地完善自身体系，商场也需要改变原有的单一路线，向更多的可能性发起尝试和调整。产品的价格是吸引消费者的一个重要因素，但绝不是唯一因素，所以本文希望能够对天津宜家乃至国内零售市场的相关企业在竞争能力的提升上有一定的参考意义。 本文首先介绍了研究的背景和意义，即通过对天津宜家从外部局势和内部自身实际情况进行分析，找到适应市场变化的有效的营销策略，从而稳定市场地位；并阐述了研究的方法和思路，结合理论和实践，通过提出问题---分析问题---解决问题的方式进行逐一分析。在第二章的理论回顾中，对于目标市场定位（STP）及营销组合策略（4P）相关理论进行阐述，为案例分析提供理论框架。第三章主要是分析了天津宜家家居零售市场营销环境和自身形势，为之后的营销策略优化方案提供了原因解释，同时分析了零售市场目前的市场环境、消费者趋势和宜家竞争对手情况，并以SWOT的形势分析自身问题所在，初步建立SWOT矩阵。从而找出当前的经营状况和自身问题。发挥商场对于沉浸式营销的经验优势，结合产品的多样性和店内氛围，增加销售机会；整合资源，打通线上线下多渠道营销模式；加强内部管理，提供更优质的服务和流程，来提升天津宜家的竞争优势和本地市场占有率。第四章为重点章节，通过对目标市场定位、产品策略、定价及促销策略、渠道策略这几方面进行分析，根据天津宜家的优势及弱势，给天津宜家制定出更加符合当地市场的营销策略。第五章从合作、数据、人力资源的角度分析，帮助天津宜家制定优化营销策略执行的保障。 总的来说，当前家居零售市场的企业可以从三方面审视自身的问题：一是消费者需求导向性。企业需要对于消费者的需求发展有深入的、全面的了解，结合自身的优势和劣势去综合进行评估，发挥适应消费者需求的最大优势，减少劣势的影响，或是根据实际资源做相应的优化和调整，最大化适应消费者需求。并且从审视消费者所能接触到的所有触点出发，改善硬件设施和软件设施，规范流程，优化服务，提高顾客满意度；二是多渠道营销整合。以天津宜家为例，在已建立线上渠道的情况下，打通线上线下渠道的壁垒，实现合作的无缝对接。尤其在二店已开业的情况下，两家店铺以整个天津市场为基础，可以进行小型店铺的尝试更加深入到市场中心。也可以将目光放远，寻求多方跨行合作，为消费者提供更加便捷的购物体验；三是打好企业内部基础建设。无论是信息建设、数据建设、人员建设、团队合作以及流程建设都是企业能够更好运转的基础，只有将内部问题有效解决，才能呈现给消费者一个更值得信赖的企业形象。 作者认为，随着收入的提高，消费者的购物需求也在不断提升，购物体验对于消费者的购买决定有着非常大的影响。企业不能仰仗过去的成绩而忽视目前的市场环境的变化，应该不断进行自我审视，善于发现问题并及时解决，从而为消费者提供更好的产品和服务，提高竞争优势。
英文摘要：	The current retail market environment is changing rapidly. Most of the leading online and offline companies are seeking the transformation or mutual cooperation. For example, Alibaba and Easyhome have established cooperation; the association of JD and Yuexing furniture; Tencent and Red Star Macalline have started to build IMP global home smart marketing platform. These new trends in the market have brought a lot of pressure to other traditional home furnishing retailers. In recent years, the growth rate of online sales is decreasing year by year. Meanwhile, with the continuous upgrading of intelligent products and diversified development of online platforms from different enterprises, a new concept has been brought to the public which is “New Retailing”. This trend means that traditional retailers have to seek transformation of themselves as soon as possible, especially IKEA. Though the external environment is becoming more and more furious, IKEA China is still experiencing a very slowly change. It’s not optimistic for local market, especially the Tianjin Zhongbei store has shown a bad performance during opening period. Therefore, IKEA TIANJIN is facing a big challenge to complete the sales goal, which pushing the store to take a rapid prediction and action for the present and the future. As a traditional home furnishing retail leader, IKEA has already started to transform itself in the second half of 2018, but still not yet to complete the organizational structure adjustment of the Chinese market. During the last year, all of the IKEA stores in China market has been trying different activities to stimulate sales, including IKEA TIANJIN. Although we have already achieved the goal by blindly investing money and energy to improve sales, the overall situation is not optimistic. This paper took IKEA TIANJIN as an example, willing to find a feasible optimization marketing strategy and help IKEA TIANJIN develop steadily under the situation of fierce market competition in present. By analyzing the current situation and trend of home furnishing industry from the large external environment, we can understand the change of customers’ demand deeply. Through the analysis of competitors and the understanding of IKEA TIANJIN own situation, we can explore more improvement points and development directions based on the current advantages, disadvantages, opportunities and threats. Start from target market positioning, analysis the characteristics and requirements of target consumers. IKEA TIANJIN can combine the goods, services, marketing communication, multi-channel communication and experiential marketing, and other aspects, to looking for opportunities to improvement. For retail enterprises, even retailers such as IKEA with decades of retail experience and excellent sales performance still need to adapt to the changes of the market and constantly improve their own system. Therefore, I hope this paper could make influence on improving the competitiveness of IKEA TIANJIN and related enterprises in the domestic retail market. The first chapter of this paper mainly introduces the background and significance of the research, that is, to help IKEA TIANJIN to analyze the external situation and internal situation, and to figure out the effective strategies, so as to stabilize the market position; then it elaborates the research method and content, through raising the question – analyzing the question -- solving the question by unifying the theory and the practice. In the second chapter, relevant theories are reviewed, including STP theory and 4 P theory. The third chapter comprehensively analyzes the marketing environment and own situation of IKEA TIANJIN, and provides a reference for the following marketing tactics optimization. By analyzed the retail market and the trend of consumers’ demand, and main competitors’ situation, to establish a SWOT matrix of IKEA TIANJIN. To find out the current operating situation and their own problems. IKEA TIANJIN should take the advantages of immersive marketing experience, combine the diversity of products and store atmosphere to increase sales opportunities; For another hand, integrate own resources, use online and offline channels and to strengthen internal management to provide better services and processes to enhance local market share.The fourth chapter is the key chapter, through the IKEA TIANJIN STP analysis, product strategy, price and promotion strategies, place strategy, aiming to help IKEA TIANJIN to work out the best local marketing strategies. The fifth chapter analyzes from inside process and cooperation, data and human resources to help IKEA TIANJIN to improve the basic structure. In general, the current home retail market enterprises can examine their own problems from three aspects: firstly, consumers’ demand orientation. Enterprises need to have a deep and comprehensive understanding of the development of consumers’ demand, and make deep assessment based on their own advantages and disadvantages, to use the maximum advantages and reduce the impact of disadvantages. In addition, to improve hardware facilities and software facilities from the perspective of consumers and optimize customers’ satisfaction. Secondly, multi-channel marketing integration. Taking IKEA TIANJIN as an example, break the barriers of online and offline channels to achieve seamless cooperation. Especially in the case that the Zhongbei store has been opened, the two stores should base on the whole Tianjin to cooperate with each other. Thirdly, we need to build a strong internal structure for the IKEA TIANJIN. All the information construction, data construction, personnel construction, team cooperation and process construction are the foundation for a good enterprises. Only by effectively solving internal problems can enterprises present a more reliable corporate image to consumers. In author’s opinion, consumer’s income is much higher than the past which is leading an increasing demand in purchase and shopping experience. Enterprises cannot rely on the past achievements and ignore the changes in the current market environment; they should constantly conduct self-examination and find out potentials and improve them in time in order to improve their competitive advantages and provide better products and services for consumers.
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