未来与发展

本土化营销战略体现在在产品、价格、渠道、促销等营销组合要素的策略选择方面充分考虑东道国市场的特殊性,运用本土化倾向的战略调整化解因环境差异造成的管理冲突问题,消除本土化障碍。宜家在中国市场的成长与发展体现了其在应对市场环境变化中所采取的本土化战略。宜家的产品设计、物流配送、促销手段、价格策略等方面的调整和创新有赖于对中国市场复杂性和多变性的认识。针对企业自身状况和市场环境,宜家应该有选择地采取增长型、改进型及防御型营销战略。

Localized marketing strategy embodies considering particularity of host country market in terms of tactics selection of product,price,placement and promotion,thus employs localization-oriented strategic adjustment to resolve managerial conflict and further eliminate localization obstacle result from environmental differentiation.The growth and development of IKEA in Chinese market embodies the localized tactics taken when facing market environment variation.IKEA's adjustment and innovation on product design,logistics,distribution,promotion and pricing,rely on the perception on complexity and polytrope of market.According to its condition and market environment,IKEA ought to selectively adopt growth-oriented,improved-oriented and defensive-oriented marketing strategies,to further adapt itself to Chinese market.