SWOT分析法在宜家电子商务战略中的应用  

The Application of SWOT Analysis in IKEA’s E-commerce Strategy

作　　者：潘雨婷 熊先青 PAN Yuting;XIONG Xianqing(College of Furnishings and Industrial Design,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学家居与工业设计学院,南京210037

出　　处：《家具》2021年第1期100-103,共4页Furniture

基　　金：“十三五”国家重点研发计划项目(2018YFD0600304)。

摘　　要：通过分析我国家具行业电子商务的发展现状,指出线上线下"融合"是家具行业发展的必然趋势。利用SWOT分析法探讨宜家转战电子商务的现实情况,发现宜家在品牌影响、产品设计、价格成本等方面具有一定优势,但是在线上线下联动、物流、渠道等方面有不足,面临着产品"同质化"、品牌多样化等威胁,同时赶上了技术升级、消费理念转变等机遇。在综合考量以上因素后,从服务、产品、物流、营销等方面给出相应的建议,希望能对其部署电子商务战略提供帮助。The writer analyzes the development of e?commerce in domestic furniture industry,and pointsout that online fusion is an inevitable trend in the development of the furniture industry.Based on the us?ing of SWOT,this study analyzes the situation of IKEA.s IKEA e?commerce status,and founds that IKEAhas advantages in brand influence,product design,price and cost,and weakens in online and offline link?age,logistics,channels.It faces a lot of threats such as product homogeneity,brand diversification,but italso has caught up with opportunities such as technological upgrades and changes in consumer concepts.After comprehensively considering the above factors,this article gives corresponding suggestions in termsof services,products,logistics,marketing and so on.

关 键 词：SWOT分析 电子商务 宜家 家具 案例分析 

分 类 号：TS664[轻工技术与工程]