营销策略对于企业价值的实现和未来的发展越来越重要，是增强企业竞争力的关键 因素之一。顾客满意度的高低直接关系到企业营销策略的成败。随着“郑引力”的增强， 作为“全球100个最有价值品牌”之一的宜家落户河南郑州，本文基于顾客满意视角对 其营销策略进行深入分析，提升郑州商贸城的发展竞争力。 论文分为六部分。以郑州宜家营销策略为研究对象，在分析郑州市场和宜家企业发 展的基础上，通过SWOT分析、STP营销战略分析、4P营销策略分析对其营销现状进 行了定性分析，并基于顾客满意的视角对郑州宜家营销策略进行定量分析。构建影响顾 客满意度指标因素，建立了包含9个一级指标、25个二级指标的顾客满意度评价指标体 系。设计了调查问卷，通过线下和线上相结合方式收集数据，综合运用SPSS22.0对调 查数据进行信度与效度分析、因子分析，整合模型、确定指标权重，最终确定出25个 二级指标在四分图模型优势区、修补区、机会区和维持区中的位置，对郑州宜家营销的 优势和劣势进行了深入分析。最后针对存在的问题，从进一步扩大知名度、重视会员福 利、增加交通便利性、完善布局、转变服务理念等五个方面针对郑州宜家营销策略提出 了相关建议。 本论文的研究以期能优化郑州宜家营销策略，提高其顾客满意度，进一步提升郑州 宜家的竞争力，同时也为其他郑州家居业的发展提供参考和借鉴。 关键词：郑州宜家，营销策略，顾客满意度，因子分析，四分图模型 中原工学院硕士学位论文 II ABSTRACT Marketingstrategyismoreandmoreimportanttotherealizationofenterprisevalueand thefuturedevelopment.Thelevelofcustomersatisfactionconcernsdirectlythesuccessofthe enterprise'smarketingstrategy.Withthestrengtheningof"AttractionofZhengzhou",IKEA, asoneofthe"100mostvaluablebrandsintheworld",hassettledinZhengzhou,Henan Province,promotingthedevelopmentcompetitivenessofZhengzhoutradecity. Thepaperisdividedintosixparts.TakingthemarketingstrategyofZhengzhouIKEAas theresearchobject,basedontheanalysisofZhengzhoumarketandthedevelopmentofIKEA, thispapermakesaqualitativeanalysisofthemarketingstatusofIKEAinZhengzhouthrough SWOTanalysis,STPmarketingstrategyanalysisand4Pmarketingstrategyanalysis,and makesaquantitativeanalysisofIKEA’smarketingstrategyfromtheperspectiveofcustomer satisfaction.Thefactorsaffectingthecustomersatisfactionindexareconstructed,andthe evaluationindexsystemofcustomersatisfaction,including9first-levelindexesand25 second-levelindexes,isestablished.Designedthequestionnaire,throughthecombinationof offlineandonlinewaytocollectdata,theintegrateduseofSPSS22.0surveydatafor reliabilityandvalidityanalysis,factoranalysis,integrationmodel,todeterminetheindex weight,andfinallydeterminethe25secondaryindexesinfourpointsgraphmodeladvantage area,patcharea,opportunityandmaintaintheposition,theZhengzhouIKEAmarketing carriedonthethoroughanalysisoftheadvantagesanddisadvantages.Finally,inviewofthe existingproblems,thispaperputsforwardrelevantSuggestionsforZhengzhouIKEA’s marketingstrategyfromfiveaspects:expandingpopularity,attachingimportancetomember welfare,increasingtransportationconvenience,improvinglayout,andchangingservice concept. TheresearchofthispaperisexpectedtooptimizethemarketingstrategyofZhengzhou IKEA,improveitscustomersatisfaction,furtherenhancethecompetitivenessofZhengzhou IKEA,andprovidereferenceandreferenceforthedevelopmentofotherZhengzhoufurniture industry. Keywords:ZhengzhouIKEA,Marketingstrategy,Customersatisfaction,Factor analysis,Quartilemodel 中原工学院硕士学位论文 I 目录 摘要.........................................................................................................................................I 目录.........................................................................................................................................I 1.绪论......................................................................................................................................1 1.1研究背景与意义............................................................................................................1 1.1.1研究背景.................................................................................................................1 1.1.2研究意义.................................................................................................................2 1.2相关文献研究................................................................................................................2 1.2.1国外文献研究.........................................................................................................2 1.2.2国内文献研究.........................................................................................................3 1.2.3文献评述.................................................................................................................4 1.3研究内容与方法............................................................................................................5 2.理论基础与分析方法..............................................................................................................7 2.1市场营销相关理论...........................................................................................................7 2.1.1STP理论.................................................................................................................7 2.1.24P营销理论............................................................................................................8 2.1.34C营销理论..........................................................................................................10 2.1.4体验式营销...........................................................................................................10 2.2顾客满意度..................................................................................................................11 2.2.1顾客满意概念.......................................................................................................11 2.2.2顾客满意内涵.......................................................................................................11 2.2.3顾客满意度指数模型...........................................................................................12 2.3分析方法......................................................................................................................13 2.3.1信度分析...............................................................................................................13 2.3.2效度分析...............................................................................................................14 2.3.3因子分析...............................................................................................................14 2.3.4四分图模型...........................................................................................................14 3.郑州宜家营销策略现状........................................................................................................16 3.1郑州市场概况..............................................................................................................16 3.2宜家基本情况..............................................................................................................16 3.2.1宜家在中国的发展...............................................................................................16 3.2.2郑州宜家基本情况...............................................................................................17 3.2.3郑州宜家SWOT分析..........................................................................................18 中原工学院硕士学位论文 II 3.2.4郑州宜家目标市场选择和定位...........................................................................19 3.3郑州宜家采取的营销策略..........................................................................................20 3.3.1产品策略...............................................................................................................20 3.3.2渠道策略...............................................................................................................21 3.3.3价格策略...............................................................................................................21 3.3.4促销策略..........................................