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论文编号：	8486
作者编号：	2120112849
上传时间：	2016/6/13 18:18:13
中文题目：	天津宜家家居服务营销组合策略研究
英文题目：	Service Marketing Strategy Research of IKEA Tianjin Store
指导老师：	郑琦
中文关键字：	家居零售 服务营销 顾客满意度 市场营销 有形展示
英文关键字：	Home Furnishing Industry Service Marketing Customer Satisfaction Marketing strategy Physical Evidence
中文摘要：	本文以全球最大的家具及家居用品零售商——宜家家居作为研究对象。宜家家居（IKEA）于1943年创建于瑞典，瑞典宜家集团已成为全球最大的家具家居用品商家。自1998年宜家家居在中国内地开设第一家商场以来，至2015年已经进入中国的15个城市并扩张到18家商场。宜家家居自创始以来，在60多年的时间里从一个瑞典小镇走出来逐步成为全球范围内最具影响力的品牌以及最大的家具和家居用品零售商。宜家独特的商业模式以及体验式营销策略给宜家带来了巨大的商业成功，作为商业管理课程中的经典被广为研习，希望通过本研究达到以天津市场为例，研究及评价宜家家居现有服务营销组合策略，对宜家家居现有营销策略存在的问题提出对策，促进宜家家居竞争力的提升并探索出一套行之有效的策略促进家具及家居行业整体良性发展。研究建立天津宜家家居服务营销策略，主要采用了系统分析法，系统地分析了天津宜家家居企业，将宜家家居的全球化战略和在中国乃至天津市场的策略调整相结合，为国际化家居零售企业提供了有价值的参考。此外，还运用了文献阅读和调查访问等研究方法。在论文撰写的过程中，通过查阅各个学术论文数据库、天津统计局网站、相关政府及新闻网站查找国内外有关营销策略的相关理论研究成果，掌握原始资料，实事求是地进行分析、归纳和总结查找国内外有关营销策略的相关理论研究成果。在进行在大量阅读前人著作的基础上，本人就多项具体问题向顾客进行线上、线下访问调查，以增强企业开展服务营销的科学性和可操作性。理论和实践相结合，将研究工作与企业的具体情况相结合，理论指导实践，实践验证理论，进行实证研究，在实践中丰富和完善，研究出具有科学性和实用性的成果。本研究在回顾目标市场理论、服务营销理论上，运用PEST分析方法、SWOT分析方法和STP方法、有形产品和无形产品的对比分析对天津市场家居和家居行业的宏观环境、行业竞争环境和微观环境进行了综合分析，并根据研究者多年的工作经验，分析了天津宜家家居公司在产品设计、定价、促销和过程策略方面的具体策略和实施保障措施，力求分析宜家家居现有营销策略的现状以及在竞争环境下有别于竞争品牌的核心优势。宜家基于消费者需求的过程策略以及服务蓝图的设计是其中的一个重要亮点。通过更为合理、有创新性的服务蓝图设计提升了效率从而降低了运营成本，同时顾客满意度得到了很好的保证。而宜家商场的有形更充分地展示了宜家对于家居生活的专业性以及对于消费心理需求的牢牢把握。所见即所得，体验与互动式的陈列以及对于跨品类产品结合展示等等方式使得消费者在不知不觉中进入宜家所创造出的家居生活场景。此外，本研究也剖析宜家目前存在的诸如商业挑战，如在多渠道零售环境下宜家如何依靠线下渠道提高市场份额以及如何在营销策略上适应中国消费者不断提高的对于质量和环保的要求的问题，并理论结合实际针对具体企业进行案例的实证分析研究，最终将基于顾客满意的服务营销组合策略管理理念引入天津宜家的商业策略和计划中，进一步提升宜家家居在本地市场的竞争力。通过研究得出了几项主要结论：一、天津宜家家居需要立足于本地消费市场的特定市场特征、消费需求、宏观环境以及行业发展趋势锁定并专注于目标市场。天津宜家家居现阶段要以产品与服务为基础，专注于市场的渗透和发展，通过差异化的市场定位及战略在目标市场与消费者建立并维持长期、可持续的关系。二、天津宜家家居需要进一步强化独特的过程策略，通过更为贴近消费者购物流程的科学的服务蓝图设计及实践将宜家的自主自助式服务理念发挥到极致的同时切合消费者的需求，提供更为便利、温馨以及人性化的购物体验。有形展示作为宜家最有竞争优势的策略需要被进一步优化和强化，将人无我有，人有我优，人优我精的优势发挥到最大化。三、从服务营销策略保障的角度，天津宜家还需要进一步加强服务人员的服务意识以及专业性，并且从人员管理制度方面给与支持，从而为服务营销组合策略的有效实施提供更为坚实的人员保障。总体而言，天津宜家作为宜家家居在中国的整体发展的一个成功案例充分证明了宜家中国在中国的长期、可持续发展需要建立在更加贴近每一个本地市场和消费者的需求，以温馨的购物环境、独具特色的有形展示、独特而便利的购物体验作为区别于竞争对手的最强有力的优势，从而赢得市场、赢得消费者的信任和喜爱。对于整体家居行业的发展，宜家家居的成功提供了蓝本。想在家居行业内站稳脚跟并取得长期发展，立足于消费者的需求是根本，同时需要有差异化的竞争优势作为武器，只有将对于市场的了解与专业的家居解决方案进行有效结合并且通过有感染力的有形展示呈现出来才有机会打动消费者的心。营销策略没有最好，只有最适合特定品牌或市场。将企业战略、策略、目标市场的特点相匹配才能达到最好的实践效果。通过基于对天津市场宜家家居营销策略的研究，可以以小见大，反映出宜家家居在天津市场以及其他快速发展城市的经验，并且为中国家居企业的发展提供参考。
英文摘要：	This thesis is based on study of IKEA, the leading furniture and home furnishing retailer globally. IKEA is a Swedish company founded in 1943.Since then, Ikea has been developed to be the one of the biggest furniture & home furnishing company. IKEA launched first store in China in 1998, till 2015, it has expanded to 18 stores in 15 cities. It takes IKEA only 60 years to become one of the most influential brand and furniture & home furnishing retailer. The unique business model and marketing strategy specialized in customer experience brought IKEA great success. IKEA as a business case has been studied and analyzed and this thesis is based upon IKEA store development in Tianjin market, and to explore and evaluate its service marketing strategy, and to provide solutions for the business challenge so as to improve its competitive advantage as well as to support furniture and home furnishing industry. The study is developed through analyzing IKEA in a systematical way and integrating IKEA global strategy and Tianjin local strategy. It provides reference to other home furnishing companies. Reading lots of literature and conduction of market research are also two method to articulate understanding and information for the study. When preparing the paper, thesis data bank was visited and also the statistic bureau website and relevant news websites. The purpose of doing so is to understand more about marketing strategy and to get the first handed data and information and to accumulate related analysis and study. Based on the reading and understanding, some online/offline survey was conducted to support the service marketing strategy. In practice, it is to integrate theory and practice, and to integrate study with real business operation. Meanwhile it is to lead practice with theory, and to proof the theory with practice and to optimize the study and business operation at the same time to ensure that the study has values scientifically and practically. The study applied marketing analysis tools, market positioning theory and service marketing related theory like PEST analysis and SWOT analysis. Based on review all the theories, the study applied PEST, SWOT and STP analysis as well as difference between tangible products and intangible products to do the thorough analyze of macro and micro environment of . And 7Ps of IKEA Tianjin store has been reviewed and summarized including product design, pricing, promotion and process etc. Not only the strategies but also the strategies and processes to guarantee the implementation of 7Ps have also been analyzed. The purpose is to deep dive the current marketing strategy of IKEA and the competitive advantages that differentiate IKEA from other brands. The process strategy and service blueprint built upon understanding of consumers’ need is one of the key points. The innovative service blueprint greatly improves work efficiency and lowered operational cost and meanwhile secured good customer shopping experience and satisfaction. And the physical evidence set-up inside IKEA store showcases IKEA’s expertise in home furnishing and deep understanding of consumers’ needs. What you see is what you get, the experience-driven and interactive display of IKEA products facilitates consumers’ shopping journey and created a life scene that consumers could connect with. Besides, the study also analyzed the business challenges IKEA is facing for the moment, for example, how to increase market share from offline shops when multi-channel retailing becomes the trend and how to tackle with Chinese consumers’ increasing needs on quality and sustainability. To integrate theory with practice, the study eventually applied service marketing mix into business plan of IKEA Tianjin store and improves the competitiveness of IKEA in Tianjin Market. Several major conclusions have been summarized. Firstly, to further expand business in Tianjin market, IKEA need to deeper understand market situation, consumers’ needs, macro and micro environment and pay special attention to target. Product and service are the basics, and IKEA needs to work with market penetration and to build and sustain the long term relations with local consumer through differentiated market positioning and strategy. Secondly, IKEA Tianjin store need to enhance the unique process strategy and to apply the more customer-driven service blueprint and maximize the impact of “you do your part” service concept and meanwhile secure the service level is satisfactory to consumers and provide more convenient and people oriented shopping experience. Physical evidence should be optimized and amplified as one of the biggest competitive advantage. Thirdly, IKEA Tianjin store still need to improve the front line co-workers’ service mind and professionalism and to support it with management process and set-ups so as to secure the concrete implementation of service marketing strategy. In all, IKEA Tianjin store as an good example shows that IKEA China’s long term and sustainable development should be based on market situation and consumers’ needs and to differentiate competitor with good shopping environment, unique physical evidence and convenient shopping experience so as to conquer the market and consumers’ heart. IKEA also set an example for the whole home furnishing industry. Consumer insight driven and differentiated competitive advantage are the main tools and to combine it all and to present it in an inspiring way will eventually penetrate in consumers’ mind and heart. There is best marketing strategy, strategy must be fit for your brand or the market. The alignment in business strategy, tactics and segmented markets could bring the best outcome. The study of IKEA development in Tianjin market is an example which could provide reference to other home furnishing companies. And eventually lift up the whole industry to next level.
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