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
Abstract
IKEA as a home business, from its inception on to shape a unique brand communication, not only absorbed the advantages of a large chain, absorbed the manufacturing of flexible manufacturing and flexible production methods, with its own characteristics, out of thea unique IKEA characteristics of truth. Paper is divided into five parts, the first defined the concept of brand communication, including brand communications, brand communications process, brand communication principles; second, analyze the status and process of the IKEA brand communication; third IKEA brand communication process, the target market positioning, to marketing, to the experience; from multiple perspectives of the brand experience, research and development, logistics, supplier management analysis of the key elements of success of the IKEA brand communication; through the above analysis put forward reasonable proposals for the development of domestic enterprises in China.
Keywords：Home; brand communication; brand management
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