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???(IKEA) ????? ???? Marketing Strategies (?? ????)

"???(IKEA) ????? ???? Marketing Strategies (?? ????)"? ?? ?????.
18 ???
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????? 2020.11.15 ????? 2019.02
18P ????
???(IKEA) ????? ???? Marketing Strategies (?? ????)
  • ????

    ??

    1. ??(Introduction)
    1) ?? ?? ??
    2) ?? ??

    2. ??? ?? ??? ?? 4C ??

    3. ?? ????? ??? ??(Value Creation and Value Capturing)
    1) STP ??
    2) 4P ?? / IMC

    4. ??? ?? ??? ?? 4C ??

    5. ?? ????? ??? ??(Value Creation and Value Capturing)
    1) STP ??
    2) 4P ?? / IMC

    6. ????(References)

    ????

    1-1. ?? ?? ??

    ???? ??? ?? ? ???? ??? ???(IKEA)? ¡®??? ??? ?? ??¡¯ ?? ???? ??? ???? ? ???? ??? ??? ?? ??? ??? ?? ???? 70?? ?? ?? ????? ??? ??? ¡®?? ??¡¯??. ???, ??? ???? ?? ??? ??, ??, ?? ?? ??? ???????, ? ?? ????? ??? ??? ??? ??? ???? ???? ??? ?????. ???, ?? ???? ??? ??? ?? ?? ??? ?? ??? ????? ??? ???, ???? ??? ? ??? ?????? ??. 2009? ?? ???? ???? ????? ???? ??? ?? ??? ????? ??, ???? ???? ?? 19? ??? ?? 2015? ??, ?? ??? 25%? ?? ???? ?? ??? ??? ???(Statista, 2015), ????? 2014? ??? ?? ??? ?? 1?? ??? ???? 1? ?? ?? 3040??, ?? ??? 670????? ???? ???? ? ???? ??? ????? ?????. ???(Kingfisher)? ????? ?? ??? ?? ? ???? DIY(Do It Yourself) ??? ???(B&Q)? ????? ??? ?? ? ??? ??, ??? ??? ???(Wal Mart) ?? ???? ???? ?? ?? ?? ? ?, ???? ??????? ??? ??? ??? ??? ??? ??? ?? ??, ??? ??? ??? ??? ????? ? ? ??. ?? ??? ??? ??? ?? ???? ??? ??? ?? ???. ?????? ?? ? ??? ?? ??? ?? ???? ??? ??(??)?? ? ??? ??? ??? ??.

    1-2. ?? ??

    1) ??, ???? ??? ??? ?? ?? ??? ???? ?? 4C Analysis? ?? ?? ????? ???, ????, ??? ?? ??? ? ???.

    ????

    ¡¤ ??? ??? ??, ??? ???? ?
    ¡¤ ??? ???? ????, ???/??? ?
    ¡¤ IKEA and its competition in China (Gentlemen Marketing Agency, 2013-4-20, Olivier, http://marketingtochina.com/ikea-and-its-competition-in-china/)
    ¡¤ IKEA China repositioning strategy (Slideshare.net, 2013-1-27, Martino Chen, http://www.slideshare.net/kindtyrant/ikea-china-repositioning-strategy)
    ¡¤ China¡¯s Furniture Market (HKTDC Research, 2015-7-10, http://china-trade-research.hktdc.com/business-news/article/China-Consumer-Market/China-s-Furniture-Market/ccm/en/1/1X000000/1X002L63.htm)[??? ????] ¢Ú ÐÂ??? `??? ¡¤ ???`? ??? (BUSINESS WATCH, 2015-05-01, ??? ??, http://bizwatch.co.kr/pages/view.php?uid=14760)
    ¡¤ Chinese IKEA actually encourages you to take naps on its bed and sofa displays: will Britain follow? (METRO, 2014-07-09, Hannah Gale, http://metro.co.uk/2014/07/09/chinese-ikea-actually-encourages-you-to-take-naps-on-its-bed-and-sofa-displays-will-britain-follow-4791927/#ixzz4Azwk4kvf)
    ¡¤ Ikea sales driven up by growing Chinese middle class (TheGuardian, 2014-09-09, Jennifer Rankin, https://www.theguardian.com/business/2014/sep/09/ikea-sales-rise-china-middle-class)
    ¡¤ ???? ??? ??? ?? (????, 2011-11-17, ??? ??, http://news.joins.com/article/6688742)
    ¡¤ ?? ??? 4P ? SWOT ?? (2015? 10?, http://knowhow26.blogspot.kr/2015/10/4p-swot.html)
    ¡¤ ¡°???¡± ???? ????(http://terms.naver.com/entry.nhn?docId=1259197&cid=40942&categoryId=31915)
    ¡¤ IKEA ???? http://www.ikea.com/kr/ko/
    ¡¤ ??? ???? http://www.hyundailivart.co.kr/ko/main/index.lvt
    ¡¤ <???> ??? ? ???, ??°æ ??? ?? (2014-06-10, http://blog.mailplug.com/580)
    ¡¤ ????? ????? ?????! ??? ?? (2013-07-25, ???? ????? ???? ???, ???, http://finance.hyundaicardcapital.com/327)
    ¡¤ ?? 3080? ?? ??? ¡°5?? 5? ?? ??¡± (???, 2015-12-16, ??? ???? / http://www.hani.co.kr/arti/economy/consumer/722233.html)
    ¡¤ ???ŒW³x¾¿ Journal of Korean society of design science ?22? ?1? ??81? (2009.02)
    ¡¤ ????, ???? ?? ?? ?????~ (???, 2016-04-07, ??? ??, http://www.hani.co.kr/arti/economy/consumer/738773.html)
    ¡¤ ?? 1? '?? ???' ??? ?? 40% ??, 67% ?? (????, 2015-12-15,
    ¡¤ http://www.yonhapnews.co.kr/bulletin/2015/12/15/0200000000AKR20151215088300061.HTML?57768840)
    ¡¤ http://www.edaily.co.kr/news/NewsRead.edy?SCD=JC61&newsid=03283286612588568&DCD=A00306&OutLnkChk=Y
    ¡¤ http://www.bizwatch.co.kr/pages/view.php?uid=16214
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