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IKEA公司开拓香港业务店面选址分析--英国论文代写范文精选

2016-03-02 | 来源:51Due教员组 | 类别:更多范文

51due作为英国最大的论文代写网,在论文写作方面积累了大量的经验,下面请看精选assignment代写范文,英国assignment:来自瑞典的宜家,被称为世界上最大的廉价但精心设计的家居零售商,它的使命是为功能家具为家庭提供一个便宜的价格!以下为IKEA公司开拓香港业务店面介绍范文。在报告中,将了解到世界的大部分认识家居零售商宜家。报告的目的为研究实现的概念,宜家商店位置,存储设计和视觉营销。这些都是宜家决定当它第一次在香港推出了自己的企业重要因素。在整个报告中,我们将谈论到宜家采用每个因素的概念和给报告后得到的建议。

1.1介绍— Introduction

In the report, it will explore one of the Worlds’ most recognizing home furnishing retailers, IKEA. The purpose of the report is to study the concepts that IKEA has implemented in stores location, store design and visual merchandising. Those are very critical decisions to IKEA when it first launched its business in Hong Kong. The case will be based on IKEA in Hong Kong. Throughout the investigation, we will explore how IKEA adopted the concepts of each factor and give recommendations based on the findings.
1.2 背景—Background
IKEA, from Sweden is known as the world's largest inexpensive but well-designed home furnishing retailer. Its mission is to provide functional furniture for homes with an inexpensive price. IKEA has 140 stores around the world in 29 countries with 140 million of visitors each year. Therefore, they must have different strategies in stores location, design and merchandising to adapt to the diverse environment. In fact, the majority of IKEA outlets are located far away from cities. However, in Hong Kong it is a completely different condition due to the limited of space. The locations of those outlets are in Causeway Bay, Shatin and Kowloon Bay. In Hong Kong, all of its three outlets are located inside of shopping centers which are much smaller compared to the common IKEA outlets. Thus, necessary adjustments are required for IKEA. Besides store location, store design and layout is another critical decision that will affect the sales. In Hong Kong, IKEA maintains some its traditional store design and layout because those are the critical factors of why they are so successful today. For instance, the outlets still using a “one-way” layout and it maintains its location of cashiers which are located on the lowest floor. In the later chapter, we will go through each of the concepts and theories in store design and layout Therefore, the study will be a good reference to find out how IKEA gain advantages from its concepts.


第二章 概念和理论—Chapter 2 Concept & Theories
2.1 商店的地理位置—Store Location
Every location of retail store has its own strengths and weaknesses. In general, there are three basic types of store locations. They are freestanding, city or town, and shopping center. In this section, it will look at retailer in shopping centers since it is the same situation as IKEA in Hong Kong. It is interesting to find out why certain types of retailers would prefer their stores in shopping centers.
2.1.1 购物中心的零售商—Retailer in Shopping Centers
All three outlets of IKEA in Hong Kong are located inside of shopping centers. The advantage of it is that it is much easier to attract consumers when stores are combined in one location than separate locations. Furthermore, the developer of shopping centers would also carefully select the retailers in order to provide a one-stop shopping experience with a well-balanced type of commodities. On the other hand, shopping centers also involve many common facilities to provide retailers such as parking area, security, outdoor signage, advertising and special events to entice more consumers. Another important part for some particular retailers to locate in Shopping Centers is because of anchors. Most shopping centers have anchors, which are considered to be the largest retailer in the shopping center. Anchors usually enjoy many benefits and special deals from the property developer. Benefits such as lower leasing costs, and subsidize parking fees for the people who purchase from anchor, or even offer free advertisements outside of the center for the anchors in order to attract more shoppers to the center so both parties could enjoy the benefit

2.2 零售网站的位置—Retail site location

Evaluating a site for locating a retail store
There are many characteristics of a site that would affect stores sales. Hence, the evaluation of a site before deciding where to locate a retail store is significant. Characteristics such as traffic flow, accessibility, and characteristics of the location are some concepts when evaluating a site.

2.3 店面布局—Store Layout
After recognizing the concepts and theories of store location, store design and merchandise presentation are what retailers consider about. The layout of a store can facilitate traffic pattern. Many retailers use it to force customers to move through the entire sections within the store.

2.4店面设计— Store Design
Since the consumers entered your store, the design becomes an crucial factor to facilitate them to go through the whole store, provide product information and suggest items. The design includes signage and graphics, location signage, category signage, feature area and space management. Next, let’s review each of the elements in store design.
2.4.1标志和平面设计— Signage and Graphics
Signage and graphics help to locate products and departments, provide product information, and suggest items and special purchases. The key to this component is that sings should be relevant to the items and it should be clear with limited text. Consumers often ignore reading signs that looks too complicated. The objective is to let customers obtain the information quickly as soon as they see the sign without any hesitation.
2.4.2 位置标识—Location Signage
Location signage helps to identify the location of merchandise. Large retailers typically need it to direct customers around the store. Without it, customers would feel annoyed and drive down their interests in shopping. Usually for this kind of signage, hanging signs is used because they are high enough to enhance their visibility. Another type of location signage is store guide. It is commonly found in stores with more than one level. The design must be easy to understand even for first time consumers.
2.4.3 类别标识—Category signage
Category signage is usually a small sign used within department to identify the types of products. It is located near the goods which provide information such as the products are located in this department.

2.4.4销售点招牌— Point of sale signage
Point of sale signage is a sign which can be quickly identified by the customers on the price. It is placed near the merchandise and gives the information on whether the product is on promotion.
2.5视觉营销— Visual Merchandising
Visual merchandising is a form of presentation to attract the attention of potential customers. In other words, it is the fixtures and presentation techniques used to display merchandise. In the case of IKEA, we will focus on the presentation techniques.


2.5.1 理想导向型展示—Idea-Oriented presentation

Many retailers used this technique to give an idea or the overall image to the consumers about how the merchandise would be like when it is in use. It is very common for furniture retailers to combine furniture in room settings in order to let the customers know how it will look like in their homes. Some retailers grouped individual items to show customers how the items could be used or looked when combined. This can also encourage multiple complementary purchases which is an essential factor to boost its sales.
2.5.2风格/项目展示— Style/Item Presentation
This concept is probably the most common technique of organizing the style. Nearly all retailers use this method to present their category of merchandises. Its goal is to let consumers find the products they want without any uncertainty.
2.6氛围— Atmosphere
Atmosphere is the design consists of lighting, colors, music, and visual communications to stimulate customers’ emotion and affect their purchase behaviors. It is important for these atmospheric elements to work together. For instance, lighting should go with the appropriate mood and right music with right scent.
2.6.1灯光亮度— Lighting
The Lighting in stores is more than just illuminating. It can used to highlight merchandise, capture mood or feeling that enhances the store’s image. In addition, appropriate lighting can influence customer shopping behavior. It purposes is to create sense of excitement in the store. However, it must provide accurate color rendition which means the merchandise should look the same when it is in use.
2.7.2颜色— Color
Color can help to enhance retailer’s image and help create a mood. This can make consumers stay in the shop for a longer time which can impulse purchase as well.
2.6.3音乐配置— Music
Music is an element that can add to the atmospheric. Unlike other elements, tt can be easily changed. However, it is important to beware when using music in stores. Different demographic in age and location prefer different types of music. For example, older people prefer jazzy music while younger would prefer hip hop, R&B, and pop. It can also affect customer’s behaviors, control traffic, and attract attention.


Chapter 3对宜家商店位置和设计的分析— Analysis of IKEA’s store location & store design

3.1 宜家地理位置的分析—Analysis of IKEA’s location


There are many advantages of IKEA located in shopping centers. For example, the IKEA Shatin outlet is located in the shopping center named, HomeSquare. HomeSquare is a large shopping center which has a combination of retailers that sell home design or furniture products. This is also the same situation for the other two IKEA outlets in Hong Kong. The many home design and furniture stores are combined together, HomeSquare has successfully attract customers and provide them a one-stop shopping experience with home furnishing retailers combine all together. The location of all three outlets in Hong Kong is very convenient. For example, the Shatin outlet is right next to Shatin KCR station. The one in Kowloon Bay is near MTR station, and the Causeway Bay store is in the downtown area. Thus, it is very convenient for visitors to visit IKEA no matter by public transports or by vehicles. Furthermore, IKEA is the anchor of the three shopping centers in Hong Kong. Hence, IKEA enjoy many benefits since consumers are likely to be attracted to visit the mall. It is common that IKEA do have large discounts on their rent. In terms of shopping behavior, customers of IKEA belong to the comparison shopping group. As a result, they would spend some effort to compare with other retailers before purchasing. Large amount of consumers can be easily attracted because this gives consumers a one-stop shopping destination to compare all the furniture retailers. All outlets of IKEA are in a good site location. In terms of traffic flow and accessibility, you can easily reach the outlets by public transportations such as MTR or KCR. The IKEA outlet in MegaBox also benefit from the free shuttle bus service provided by the shopping center. Consumers who wanted to go to MegaBox can access by the free shuttle bus service. Parking area is especially important for the customers of IKEA since many furniture are large and heavy, consumers may want to take away by vehicles. For this reason, the shopping centers where IKEA is located supply sufficient parking areas for vehicle customers. Further, parking discount can be offered to the consumers who has purchased within the shopping center. By doing this, it will be more appealing to vehicle customers. When speaking of the visibility of IKEA, pedestrians outside of the shopping centers area able to see it clearly. IKEAs in Hong Kong have proper adjacent tenants as well. For HomeSquare as an example, it contains many other home furniture retailers to build traffic.

3.2店面设计的分析—Analysis on store design
IKEA have used different types of signage in their store design to guide customers through different departments. When you shop in IKEA, you will be notified that they have very large signage too. They are very clear and can be observed with no trouble. They have large, blue signage hanging on the ceiling to show the location of products and departments. There is a very tall location signage can be found in every story. IKEA also have point of sale signage on top of the products with the discounted price while the original price was being crossed out. Customers can quickly read the price and know if it is on sale. The signage in IKEA does not only identity the departments but also categories. It helps customer to get what they wanted immediately and inspire additional purchase.
3.3 分析气氛—Analysis on atmosphere
The atmosphere of IKEA makes shoppers feel like when you are at home. It uses a natural lighting with very soft music to retain consumers shopping in IKEA. Inside of IKEA, it is very clean and the colors and music are coordinated properly.


CHAPTER 4 建议和总结—Recommendation & Conclusion
IKEA in Hong Kong has demonstrated their success in choosing store location. The decision to locate in shopping center gave them many advantages in many areas. Firstly, they are the anchor which already has an advantage over the other retailers within the center. Secondly, common facilities are offered to IKEA such as parking space which is a must for IKEA. And the parking space is sufficient for the customers even on holidays. Thirdly, the locations of all three outlets are easily accessible. There is no doubt that IKEA has made the correct decision of the locations in Hong Kong. A good location can entice large amount of consumers. However, in order for a retailer to become successful, IKEA must understand the relation between store location and other factors such as store design and visual merchandising technique. There is no point if the company can attract a lot of customers to visit but fail to keep them shopping in the shop or make a purchase. In terms of the layout the racetrack is very successful. Although it is a very decent structure to get customers walk through the entire shop, the most critical part is to guide them through the circuit. The signage in IKEA guide the customers very well. At the same time, I think most of the customers like the canteen in the middle of the layout. On the other hand, I feel very pleased with the visual merchandising of IKEA. Especially the Idea-Oriented presentation, it is always appealing to the customers to give an image of their furniture when it is combined together. They often have smart ideas to suggest to their customers. This technique of showing their products has made IKEA very profitable. Lastly, for the many advantages with the location, the visual merchandising technique and store design, I believe every customers of IKEA are shopping with full enjoyment.


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