宜家品牌传播探析.doc

PAGE\*MERGEFORMATII宜家品牌传播探析摘要宜家作为一个家居企业，从其成立的那一天就塑造了独特的品牌传播方式，它既吸收了大型连锁企业的优点，又吸收了制造业柔性制造的灵活生产方式，结合自身的特点，走出了一条有特色的宜家特色道理。全文分为5个部分，第一，对品牌传播的相关概念进行了界定，包括品牌传播、品牌传播过程、品牌传播的原则等；第二，分析了宜家品牌传播的现状与过程；第三，分析了宜家品牌传播的过程，从市场目标定位，到营销，再到体验；第四，从品牌经验、研发、物流、供应商管理等多个角度分析了宜家品牌传播成功的关键要素；最后，通过上述分析为我国家居企业的发展提出了合理化的建议。关键词：家居；品牌传播；品牌经营AbstractIKEAasahomebusiness,fromitsinceptionontoshapeauniquebrandcommunication,notonlyabsorbedtheadvantagesofalargechain,absorbedthemanufacturingofflexiblemanufacturingandflexibleproductionmethods,withitsowncharacteristics,outoftheauniqueIKEAcharacteristicsoftruth.Paperisdividedintofiveparts,thefirstdefinedtheconceptofbrandcommunication,includingbrandcommunications,brandcommunicationsprocess,brandcommunicationprinciples;second,analyzethestatusandprocessoftheIKEAbrandcommunication;thirdIKEAbrandcommunicationprocess,thetargetmarketpositioning,tomarketing,totheexperience;frommultipleperspectivesofthebrandexperience,researchanddevelopment,logistics,suppliermanagementanalysisofthekeyelementsofsuccessoftheIKEAbrandcommunication;throughtheaboveanalysisputforwardreasonableproposalsforthedevelopmentofdomesticenterprisesinChina.Keywords：Home;brandcommunication;brandmanagement目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc318308193"摘要PAGEREF_Toc318308193\hIHYPERLINK\l"_Toc318308194"AbstractPAGEREF_Toc318308194\hIIHYPERLINK\l"_Toc318308195"一、相关概念的界定PAGEREF_Toc318308195\h1HYPERLINK\l"_Toc318308196"（一）品牌传播PAGEREF_Toc318308196\h1HYPERLINK\l"_Toc318308197"（二）品牌传播的过程PAGEREF_Toc318308197\h1HYPERLINK\l"_Toc318308198"（三）品牌传播的原则PAGEREF_Toc318308198\h2HYPERLINK\l"_Toc318308199"1.简单原则PAGEREF_Toc318308199\h2HYPERLINK\l"_Toc318308200"2.个性原则PAGEREF_Toc318308200\h2HYPERLIN