IKEA知识PPT.ppt

ikea,1943-kampradestablishedikeain1943attheageofseventeen.,historicaldevelopment,1951-kampraddecidedtodiscontinueallotherproductsandconcentratesolelyonsellingfurniturethatwasclassyandlowpricedatthesametime.thefirstikeafurniturecataloguewasissued.,1945-kampradstartedpromotingbusinessthroughmailordercatalogues.,1947-furniturewasintroducedinikeasproductportfolio.,1958-thefirstikeastoreswasopenedatalmhult.,1956-ikealauncheditsmostsuccessfulproduct-flatpackfurniture.,thesehistoricalbroughtikeatwodistinctadvantages:easytocarry(forboththebuyerandthecompany),classyandlowpriced,advantages,whyikearecognizedthesearetheirbiggesttreasure?,kampradshumblebeginnings(hewasthesonofafarmer)respectformoneyandaninnovativemindsetensureminimalwastageandcostcuttingateverylevel,competition,invaluablesourceofproductnearestikeastoreandopeninghours.,theikeacatalogue,theikeacatalogueservesasapermanentinvitationtotheikeastore.,theikeacatalogueismassdistributedtoasubstantialnuberofhouseholdsintheikeastoresprimarymarketarea,yearafteryear,door-to-door,freeofcharge.,theikeacatalogue,marketingmix,productstandardizedproductsdoityourselfscandinaviandesignflatpackaging,pricelowpricesprice-material-design-make,promotionlifestyleproductsloveyourhomeloungeandseelargepricetags,placelargestores-outofcitymiddleclassstudentslocalinternational,accordingtoikea,thecompanystargetmarketwastheglobalmiddleclasswhichsharedbuyinghabits.,localizationinglobalmarkets,localizationinglobalmarkets,“whitecollarwhowanttobuyhigh-gradegoods,butcannotaffordthehighprice.,lawincomefamilys,promotionalstrategies,ikeasadvertisingcampaignswerebasedonuniquemarketingconditionsandculturalsensibilitiesofeachcountry,whichvariedsignificantlyacrossmarkets,ikeastoreswereusuallylocatedoutsideurbanareas,isolatedfromothershops.eachstoreislargeandstockenoughikeamadeshoppingeasyforcustomers.,completeshoppingexperience,children,garden,ikeaisthedreamofmostpeopletocreateabetterlife,ikeaisanimportantstrategyistoselldreamsinsteadoftheproduct.inordertodothis,ikea,notonlyprovidesbeautifullydesigned,awiderangeofpractical,low-pricedproducts,butalsoarekeenondoingsociallyusefulactivity.about12yearsago,ikeagrouphavebeguntoparticipateinenvironmentalmatters,andencouragepeopletolowcarbonlife.relatingtotheaspectsinclude:materialsandproducts,forest,suppliers,transport,shoppingenvironment.,longtermassistancetoindiaandpakistanregion,businessphilosophy,ikeaidealistocreateabettereverydaylife.thebusinessphilosophyistoprovideawiderangeofbeautifulandpractical,andhouseholditemsatanaffordableprice.sustainabledevelopmentusesafety,healthproductsandmaterialshaveawidevarietyofstyl