摘要：伴随人们物质与精神的需求不断提高，致使我们的营销倾向更加的偏好于体验的形式，需要根据消费者的需求，为消费者提供正确的消费引导和创造体验，因此我们的体验式营销理念就应运而生，体验式营销是为了让客户完全融入产品，深刻的了解产品，进行的娱乐、情感、文化体验。现如今的体验营销已经在我们的生活各处，可以便于产品的研发，与客户间的沟通，形成良好的客服关系，可以使我们的卖场展台布置的更加的合理。以客户为中心，促成企业的长久发展。建立适用于企业的体验式营销模式，加强企业的竞争力，为企业的生存奠定更加良好的基础。本文基于中国家居行业体验式营销的现状以及存在的问题进行深刻的分析，以宜家家居为例对体验营销发展现状及存在的问题进行实例分析与研究，同时对国内其他企业体验营销的发展提供了很好的参考价值。75048

毕业论文关键词：宜家   家居行业   体验营销   问题   对策

Study on Experience Marketing of Furnishings Industry -Taking IKEA as an example

Abstract: with the increasing of people's material and spiritual needs, resulting in our marketing tendency more preference in the form of experience, according to the needs of the consumers, for consumers to provide the correct consumption guide and create the experience, so the experiential marketing concept arises at the historic moment。 Experience marketing is to allow customers to fully integrated into products, the profound understanding of the products, entertainment, emotional and cultural experience。 Now the experience of marketing has been in our life everywhere, can facilitate product development, communication with customers, form a good customer service relationship, can make our store booth layout more reasonable。 To the customer as the center, to promote the long-term development of enterprises。 The establishment of experiential marketing model for the enterprise, to enhance the competitiveness of enterprises, to lay a better foundation for the survival of enterprises。 Based on China's furniture industry experience marketing present situation and existing problems of deep analysis, to IKEA as an example of experience marketing development present situation and the existing problems of case analysis and research, also for other domestic enterprises experience marketing development provides a very good reference value。

Key Words：IKEA; Furniture Industry; Experience Marketing; Problem;Strategy

目　录

一、引言 1

（一）研究背景 1

（二）研究目的 1

（三）文献综述 1

二、体验营销相关概念界定 3

（一）体验概念界定 3

（二）体验营销概念界定 4

三、体验营销与传统营销的横向比较 4

（一）关注的焦点不同 5

（二）对顾客的认识不同 5

（三）营销侧重点不同 5

四、宜家家居体验营销应用现状分析 5

（一）宜家家居的企业现状 5

（二）宜家家居的体验营销应用现状分析 6

五、宜家体验营销存在的主要问题及成因分析 7

（一）观念落后