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AbstractIKEA as a home business,from its inception on to shape a unique brandcommunication,not only absorbed the advantages of a large chain,absorbed themanufacturing of flexible manufacturing and flexible production methods,with itsown characteristics,out of thea unique IKEA characteristics of truth.Paper is dividedinto five parts,the first defined the concept of brand communication,including brandcommunications,brand communications process,brand communication principles;second,analyze the status and process of the IKEA brand communication;third IKEAbrand communication process,the target market positioning,to marketing,to theexperience;from multiple perspectives of the brand experience,research anddevelopment,logistics,supplier management analysis of the key elements of successof the IKEA brand communication;through the above analysis put forward reasonableproposals for the development of domestic enterprises in China.Keywords:Home;brand communication;brand management目录Abstract..............一、相关概念的界定(一)品牌传播(二)品牌传播的过程(三)品牌传播的原则1.简单原则2.个性原则.…3.熟悉原则…4.期待原则.…5.策略一致性原则二、宜家品牌传播现状…(一)宜家简介…2(二)宜家品牌传播现状.3三、宜家品牌传播过程…3(一)宜家品牌定位要素分析.31.目标市场定位32.消费者心理把握准确…3(二)宜家品牌的媒体传播与公关传播41.电视2.网络渠道3.店内标签与广告(三)宜家品牌传播的独特性1.体验一一接触点理论的应用42.服务4(四)策略一致三角形在宜家品牌传播中的应用.5四、宜家品牌传播成功的要素分析.…(一)独立自主的品牌经营.5(二)独特的研发设计体系51.力求低成本…52.模块化研发…6(三)严格的OEM管理措施…6