How to Shape the Brand Magnetic Field? The Generative Logic of Consumption Resonance
Taking IKEA as an Example
- 10.2991/assehr.k.211209.515How to use a DOI?
- Brand marketing; Consumer resonance; Brand magnetic field; IKEA
The competition in the home furnishing market is becoming increasingly fierce. Excessive production leads to the necessity for enterprises to shift their focus from furniture manufacturing to consumers, and appropriate marketing strategies are needed to occupy the consumer market. People’s income has increased significantly, and the demand for household items has gradually developed towards a more high-end and personalized direction. People choose furniture from the purchase of finished products to private customization transition, and there is a higher demand for furniture materials, environmental protection, and intelligence. Therefore, the traditional furniture manufacturing enterprises are also faced with the problem of upgrading to meet the market demand. The development of new media also impacts the furniture industry, which provides enterprises with new ideas for publicity and a platform to interact with consumers and, more importantly, promotes the prosperity of online shopping. A large number of high-quality and inexpensive decoration products on online shopping platforms make offline stores lose their competitiveness. These circumstances have formed a great challenge and threat to the traditional furniture business. In this case, the traditional furniture business needs transformation, conforms to the development trend, and strengthens the stickiness and resonance with consumers. IKEA, the market leader in the home furnishing market, has done a good job of resonating with consumers. IKEA has successfully built its brand culture, fan base, and corporate image. In this paper, IKEA’s products, the layout of offline stores, and the shaping of cultural connotation will be discussed to explain how IKEA guides consumers to form recognition and maintain fans’ stickiness through increasing the sense of experience and interaction. This experience will be a good reference for the rest of the market.
- © 2021 The Authors. Published by Atlantis Press International B.V.
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- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Yiyun Gu AU - Shaopeng Jin AU - Keying Wang PY - 2021 DA - 2021/12/15 TI - How to Shape the Brand Magnetic Field? The Generative Logic of Consumption Resonance BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 3145 EP - 3150 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.515 DO - 10.2991/assehr.k.211209.515 ID - Gu2021 ER -