| Abstract | 第2-5页 |
| 摘要 | 第6-12页 |
| Chapter Ⅰ Introduction | 第12-20页 |
| 1.1 Background and Significance of the Study | 第12-13页 |
| 1.2 Research Theory | 第13-18页 |
| 1.2.1 4P Marketing Strategy | 第13-16页 |
| 1.2.2 Green Marketing | 第16页 |
| 1.2.3 Experiential Marketing | 第16-18页 |
| 1.3 Study Methodology | 第18页 |
| 1.4 Innovation | 第18-20页 |
| Chapter Ⅱ Literature Review | 第20-30页 |
| 2.1 Standardization or Adaptation in International Marketing | 第20-21页 |
| 2.2 The Review of IKEA's Global Marketing Strategy | 第21-26页 |
| 2.3 The Transformation of Chinese Home Furnishing Retail Industry | 第26-27页 |
| 2.4 The Analysis of the Existed Relevant Researches | 第27-28页 |
| 2.5 The Direction of Future Research of Marketing Strategies in Home FurnishingRetail Industry | 第28-30页 |
| Chapter Ⅲ The Analysis of IKEA's Marketing Strategy in China | 第30-53页 |
| 3.1 The History of IKEA | 第30-32页 |
| 3.2 IKEA's International Marketing Strategy | 第32-43页 |
| 3.2.1 International Marketing Strategy-Product | 第32-35页 |
| 3.2.2 International Marketing Strategy-Price | 第35-37页 |
| 3.2.3 International Marketing Strategy-Place | 第37-39页 |
| 3.2.4 International Marketing Strategy-Promotion | 第39-43页 |
| 3.3 IKEA's Marketing Strategy in Chinese Market | 第43-53页 |
| 3.3.1 The Problems of IKEA's Entry into China | 第44-47页 |
| 3.3.2 Marketing Mix of IKEA in China | 第47-51页 |
| 3.3.3 The Multi-Channel Marketing Strategy under the Development ofCross-Broader E-commerce | 第51-53页 |
| Chapter Ⅳ The Implications of IKEA's Marketing Strategies to Chinese HomeFurnishing Industry | 第53-67页 |
| 4.1 The Starting of Chinese Home Furnishing Industry | 第53-55页 |
| 4.2 The Status of Chinese Home Furnishing Retail Industry | 第55-60页 |
| 4.2.1 The Imbalance of the Supply and Demand | 第55-56页 |
| 4.2.2 The Necessity of Environmental Protection | 第56-57页 |
| 4.2.3 The Prospect of E-commerce Market | 第57-59页 |
| 4.2.4 The Service in Chinese Home Furnishing Stores | 第59页 |
| 4.2.5 The Products Display in Chinese Home Furnishing Stores | 第59-60页 |
| 4.3 The Implications to Chinese Home Furnishing Industry | 第60-67页 |
| 4.3.1 The Shape of the Corporate Brand Culture and Image | 第60-61页 |
| 4.3.2 Raise Environmental Awareness and Promote Green Home FurnishingProducts | 第61-62页 |
| 4.3.3 The Innovation of Marketing Concept-Multi-Channel Marketing Strategy | 第62-64页 |
| 4.3.4 Create Experiential Marketing Based on Customers' Requirements | 第64-67页 |
| Chapter Ⅴ Conclusion | 第67-69页 |
| References | 第69-72页 |
| Acknowledgements | 第72-74页 |
