Research on consumer-based experiential marketing model--taking IKEA as an example
Siqi Li
Qingdao Huanghai University
DOI: https://doi.org/10.59429/bam.v6i4.8383
Keywords: IKEA; Experiential marketing; Customer-based
Abstract
With the rapid development of business in the world, various business models, marketing methods, business methods and concepts emerge. IKEA (IKEA) is the largest furniture and household goods enterprise in the world. The success of IKEA lies in its unique business philosophy and strategy. And the most distinctive point is IKEA’s experiential marketing. With the change of consumption pattern, the process of economic evolution has changed from agricultural economy, industrial economy and service economy to the era of experience economy. Therefore, this experience marketing mode is worthy of our study and application. In this paper, IKEA is taken as the main case to analyze the role of experiential marketing in promoting IKEA’s development. This paper analyzes why experiential marketing adapts to IKEA’s development mode, and analyzes their advantages and disadvantages. And we will find out some industries that are more suitable for the application of experiential marketing, and put forward reasonable suggestions for them.
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