To analyze the distribution of chinese decor industry customers " internal value index and to find the method of brand positioning based on customer internal value, the author apply the " graphics of consumers " internal value " - an new method on analyzing the customer internal value - to chinese decor industry. based on an customer survey and much desk research and the case analysis, the author deeply explain the consuming habit of decor industry customers, analyze the distribution of decor industry customer internal value index and the characteristic of customer internal value in subdivided decor industry market, and analyze the strong points and weak points in brand positioning of famous decor brand " ikea "
本文是對消費者價值分佈和基於消費者價值的品牌定位的研究，旨在通過借鑒著名國際市場研究公司羅蘭?貝格戰略咨詢公司所開發出的「消費者價值分布圖解法」 ，並基於對中國上海204份隨機抽取的樣本所進行的問卷調查，深入分析中國
家居市場消費者的價值元素分佈、消費者需求的變化趨勢、細分市場的消費者特徵，並探討國際著名
家居品牌- - - - - -
宜家家居- - - - - -在中國的品牌定位以及其品牌定位與其目標消費者價值分佈的聯系。
Few tasks are more exasperating than trying to assemble flat - pack furniture from ikea
很少有事情可以比從
宜家裝配平板傢具更令人生氣了。
Comfort : home furnishing case study : ikea japan k. k
舒適品:
家居裝飾成功案例分析: ikea
宜家日本公司
Jetro - attractive sectors - comfort : home furnishing case study : ikea japan k. k
Jetro -富於投資商機的產業-舒適品:
家居裝飾成功案例分析: ikea
宜家日本公司
Shanghai swede furnishing co. ltd is a retail store in home furnishing retails under ikea group
上海申瑞
家具有限公司是隸屬全球知名企業
宜家集團在上海成立的一
家零售商場。
With over 237 stores in 34 countries. ikea is one of the biggest furniture and home furnishing retailer in the word
宜家是世界上最大的傢具和
家庭裝飾用品零售商之一，在34國
家中有超過240
家門店。
China is today ikea biggest purchase country
目前，中國是
宜家最大的采購國。
Ikea itself, though, just keeps on growing
宜家傢具本身則仍在持續成長。
Tommy kullberg, president ceo, ikea japan k. k
Tommy kullberg ，總裁兼首席執行官，
宜家日本公司
By 1955, ikea was designing all its own furniture
到了1955年，
宜家傢具已經自行設計所有的傢具。
Mr. jens pedersen forest expert ikea trading ltd
Jenspedersen瑞典
宜家貿易公司（ ikea ）林業資源專
家
Ikea dalian manufacturing co., ltd
大連宜家傢具製造有限公司
