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隆德大学留学生市场营销专业论文需求:Centre for East and South-East Asian Studies Masters Programme in Asian Studies:A case study of IKEA Shanghai

论文作者:留学生论文论文属性:案例分析 Case Study登出时间:2011-03-01编辑:anterran点击率:14482

论文字数:4125论文编号:org201103011033128235语种:英语论文 English地区:英国价格:免费论文

关键词:IKEAmarketing strategyculturecultural studies

Lund University
Centre for East and South-East Asian Studies Masters Programme in Asian Studies
East and South-East Asian Track
Fall semester, 2005
Marketing ACROSS CULTURES:
A case study of IKEA Shanghai
Abstract
The past century saw rapid growth of multinational companies around the globe.Along with the tide of globalization, these companies are 代写留学生论文compelled to deal withcustomers cultivated in different cultures. China, boosting a remarkable economicgrowth in the past two decades, stands out under the spotlight of internationalbusiness. Being amazed by the huge business potential posed by a population of 1.3billion, many multinational companies have joined the competition to attract Chinese
customers. There have been losers and winners. IKEA is now on the right track.IKEA entered the Chinese market in 1998 by first opening a shop in Shanghai,the financial centre of the country and are now ready to expand further. The thesispresents a case study of IKEA Shanghai’s marketing performances from a culturalperspective, following the model of the marketing mix (the 4Ps). The findings conveyan important message in terms of international marketing—the company must think
globally and act locally in hope of building long-term customer relationships andcapturing customer value. In marketing decisions, culture does not hold an ultimatestatus but still calls for due attention as much as other factors, such as the marketingenvironment and the company’s strategic plan.


Key words: IKEA, marketing strategy, culture, cultural studies

Contents
1. Introduction 1
1.1 Research question and aim of the research 1
1.2 Structure of the thesis 2
1.3 Previous research 3
2. Methods and Selection 3
3. Key Theoretical Concepts 5
3.1 Marketing and marketing process 6
3.1.1 Designing marketing strategy 7
3.1.2 Marketing mix (the 4Ps) 9
3.2 Culture and cultural studies 11
3.2.1 The concept of culture and Chinese culture 11
3.2.2 Cultural studies 13
4. Marketing Across Cultures: IKEA Shanghai 15
4.1 The IKEA saga 15
4.2 Cross-cultural marketing: case study of IKEA Shanghai 17
4.2.1 Product 19
4.2.2 Price 23
4.2.3 Place 25
4.2.4 Promotion 26
5. Conclusion: The IKEA Saga Continues 29
Bibliography 31
Appendix: Chinese Culture Values 34
Foreword
Sincere acknowledgements to my teachers of the Masters Programme of East andSoutheast Asian Studies, Lund University, for their enlightening lectures andsupervision.Heartfelt thanks to my classmates from Lund University and all my friends for their
support and help.Last but not least, I would like to thank my family here in Sweden and back home inChina for their love and confidence in me.
I am sure there exist faults in this paper. All suggestions and discussions are warmlywelcomed.
1. Introduction
China’s reform and opening-up policy since 1978 has brought profound changes ofthe country’s economic landscape. Boasting an average Gross Domestic Product(GDP) growth rate of 9.4% per year in the past 26 years, China’s annual per capitalGDP growth rate has still reached 8.1% even with a large population of 1.3 billion(China Development Research Foundation and UNDP 2005). In addition, after 15years of negotiations, China’s entry into the World Trade Organization (WTO) was
officially approved on 11th November 2001. China has committed to further integrateinto the world’s multilateral trading system by opening up 论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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