网络品牌形象传播策略研究——以宜家家居为例

The Research on Communication Strategies of Internet Brand Image --Taking Ikea for Example

随着Web2．0时代到来，众多企业开始注重在网络上进行品牌形象传播。本文以宜家家居为研究对象，以宜家官网、宜家社区、宜家豆瓣小站及宜家微博四大网络平台为研究载体，运用内容分析法及案例分析法探究宜家家居如何借助网络进行品牌形象传播．研究表明，宜家网络品牌形象传播具备以下特点：1．延伸线下品牌传播策略，将“体验营销”线上化；2井艮据不同网络空间特性，制定差异化传播策略；3．强化整合传播，线上线下品牌活动不分离。

With the advent of Web2.0 era, a growing number of businesses start to notice the importance of communication of lnternet brand image. This paper takes Ikea as a case, taking Ikea website, lkea network community, Ikea douban group, Ikea weibo as the research objects. By using the methods of content analysis and case analysis, exploring how does Ikea spread the brand image based on lnternet. The study concluded that the characteristics of Ikea Internet brand image communication： （1）Extending offline communication strategies, taking Experience Marketing online; （2）Using the different strategies with different network platforms; （3）Keeping consistent strategies both online and offline.