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Analysis of the Mechanism for IKEA to Improve Its Brand Reputation Through Integrated Marketing
- 1 Overseas Chinese Academy of Chiway Suzhou
- 2 Macau University of Science and Technology
- 3 Yangtze Normal University
* Author to whom correspondence should be addressed.
Abstract
As a world-class home furnishing company, IKEA occupies an important position in the current international furniture industry. The success of IKEA has also been studied and analyzed by many scholars. The study found that IKEA's success is not only dependent on IKEA's good marketing choices, but also on IKEA's good reputation among consumers. This study will start with IKEA's marketing decision-making. Authors use the 4Ps model as the theoretical basis to study the success of IKEA's marketing strategy, and combine IKEA's marketing success with IKEA's good reputation to explore how IKEA can improve the good reputation in the minds of consumers through successful marketing choices, so as to achieve profitability. In this study, authors find that IKEA’s success is very relevant with IKEA’s high popularity. This high popularity is result of IKEA’s great marketing mix. So, the authors will study the relationship between IKEA’s marketing choice and high popularity.
Keywords
IKEA, 4Ps, marketing mix, brand profitability, high popularity
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Cite this article
Chen,Y.;Wang,G.;Zhang,X. (2024). Analysis of the Mechanism for IKEA to Improve Its Brand Reputation Through Integrated Marketing. Lecture Notes in Education Psychology and Public Media,39,244-249.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of the 2nd International Conference on Social Psychology and Humanity Studies
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