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                          愛爾蘭作業范文:如何評價和分析媒體的內容質量

                          時間:2019-02-11 09:27來源:未知 作者:anne 點擊:
                          導讀:本文是一篇愛爾蘭留學論文,主要討論宜家是全球銷量最高的家具零售商,也是最具消費者友好性的家具零售商之一。在Web2.0時代,利用社交媒體宣傳是宜家成功的秘訣之一。然而,近兩
                          導讀:本文是一篇愛爾蘭留學論文,主要討論宜家是全球銷量最高的家具零售商,也是最具消費者友好性的家具零售商之一。在Web2.0時代,利用社交媒體宣傳是宜家成功的秘訣之一。然而,近兩年來,其主要競爭對手通過電子商務和社交媒體的使用,使其銷售大幅度提高,如WayFair,給宜家的發展帶來了挑戰。因此,筆者從營銷的角度分析了宜家在使用社交媒體方面的優缺點,為宜家應對競爭對手的挑戰提供參考。
                          從內容營銷的角度來看,宜家在社交媒體上提供的營銷內容非常出色。其原因主要有以下三個方面。
                          首先,宜家通過社交媒體進行宣傳,鼓勵消費者參與個性化生活空間的設計。通過Instagram提供一系列改善生活空間的具體實踐項目,以及改造前后的圖片對比,為消費者提供如何改造生活空間的參考,也有助于激發消費者改造生活空間的靈感(Evigo,2015年)。)其次,宜家通過社交媒體聽取客戶的意見,努力為他們的問題提供解決方案。IKEA is a furniture retailer with the highest sales in the world, it is also one of the most consumer-friendly furniture retailers. In the era of Web 2.0, making use of social media publicity is one of the secrets of success of IKEA. However, in the last two years, its major competitors were through the use of e-commerce and social media to make their sales greatly improved, such as Wayfair, which brought challenges to the development of IKEA. Therefore, the author analyzes the strengths and weaknesses of IKEA in using social media in terms of marketing in the past to provide reference for IKEA to deal with challenges from its competitors.
                          From the perspective of content marketing, IKEA’s marketing content available on the social media is excellent. The reasons lie in the following three aspects. 
                          Firstly, IKEA propagates through social media to encourage consumers to participate in the design of a personalized living space. It is through Instagram to provide a number of specific practical projects for improving living space, as well as comparison of pictures before and after reconstruction, by comparing to provide a reference for consumers on how to transform their living space, which also help to inspire consumers’ inspiration to transform their space (Evigo, 2015). Secondly, IKEA is via social media to listen to the views of customers and try to provide solutions to their questions. At the same time IKEA understanding of customer needs through social media, and thus produce more in line with consumer demand for the product (Walgrove, 2014). Finally, the refugee problem has become issue of worldwide concern, IKEA is through social media to describe the status of refugees for consumers, it causes public concern for the European refugee problem and describes how IKEA is through donation to help resolving the refugee problem. By these measures, IKEA has set a good public relations image (The UN Refugee Agency, 2015).
                          What are the strengths and weaknesses of the digital presence of the brand being analysed?
                          This essay analyzes the strengths and weaknesses of digital presence for IKEA’s marketing. 
                          Strengths
                          Experiential marketing
                          In IKEA 2014 product manual, it launched Augmented Reality Catalog, so that consumers are through the APP to determine the actual size of furniture, allowing them to learn whether their favorite furniture fit with their rooms exactly (Gorman, 2008). This is the successful use of its digital marketing and experiential marketing.
                          Meet individual requirements
                          In order to better meet the individual needs of consumers, in 2012, IKEA increase the proportions of use of 3D image rendering technology in its catalog, this change will give consumers more intuitive and three-dimensional experience, consumers browse pictures through the APP, which brings their feelings of shopping in IKEA stores (Walgrove, 2014).
                          Provide a wealth of information
                          IKEA mobile APP also very well plays the role of guiding shopping of stores, users can not only view product information, get promotions, have access to working hours and specific addresses of IKEA stores, maps of driving to IKEA stores through the APP, they can also use the store shopping road map provided by the APP to create shopping lists (Gorman, 2008).
                          Weaknesses
                          Data show that more and more consumers buy furniture through using computers or mobile phones. However, IKEA’s support for e-commerce transactions is not enough, for example, there is few virtual sales platform and channels, only 70% of the products can be purchased by usingmobile APP (O'Dowling-Keane, 2013). 
                           
                          References
                          Evigo. (2015). IKEA’s global selling via Instagram is a personalized experience. Available from: https://evigo.com/19158-ikeas-global-selling-via-instagram-personalized-experience/ (accessed on May 2, 2016). 
                          Gorman, M. (2008). Ikea's 2014 Catalog app lets you arrange virtual furniture in your living room via augmented reality (video). Available from: http://www.engadget.com/2013/08/06/ikeas-2014-catalog-app-augmented-reality/ (accessed on May 2, 2016). 
                          O'Dowling-Keane, A. (2013). IKEA: retail strategy. Available from: http://internetretailing.net/2013/03/ikea-retail-strategy/(accessed on May 2, 2016). 
                          The UN Refugee Agency. (2015). Thank you for supporting the Brighter Lives for Refugees Campaign. Available from: http://www.unhcr.org/brighterlives/(accessed on May 2, 2016).
                          Walgrove, A. (2014). How IKEA became kings of content marketing. Available from: https://contently.com/strategist/2014/11/07/how-ikea-became-kings-of-content-marketing/ (accessed on May 2, 2016).
                           


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