基于SWOT模型分析宜家家居电商战略转型

SWOT Analysis of Strategic Transformation of IKEA Home E-commerce

宜家家居作为全球最大家具零售企业之一,始终秉持价位亲民的原则,居于自行组装式家具行业领先地位,已经处于成熟阶段的场景体验式卖场经营模式更是开启了宜家家居的"网红"之路。随着大数据时代的迅猛发展,电商行业对各大品牌的威胁与日俱增,家居零售模式的领军者宜家家居也同样开始向电商模式转型。文中基于SWOT模型对宜家家居转型具备的优劣势和外部机遇与挑战进行浅析,希冀实现其线上线下模式的最优契合。

As one of the world’s largest retail enterprises,IKEA has always adhered to the principle of price being close to the people and is in a leading position in the self-assembled furniture industry. The scene-experience store management mode,which is already in its mature stage,has even opened up the road of"Internet Red"for IKEA. With the rapid development of the big data era,the threat of e-commerce industry to major brands is increasing day by day,and IKEA,the leader of home retail mode,has also begun to transform to e-commerce mode. Based on SWOT model,this paper analyzes the advantages and disadvantages,external opportunities and challenges of IKEA household transformation,hoping to achieve the best fit between online and offline modes.