全球化背景下宜家空间扩散路径与模式研究

Study on the Path and Mode of IKEA Spatial Diffusion in the Globalization Context

宜家作为瑞典的一家乡村家具便利店,经过70多年的发展,已经成为全球性的家居用品商业帝国。目前,它的触角遍布世界各地,并从专门的家具邮购转向生活体验式的商业空间发展。宜家不仅是全球化的参与者、塑造者,也成为引领社会与个体生活方式的标杆。宜家的体验模式、空间扩散模式及全球在地化模式构成独特的"宜家现象",并引起了学术界的关注。通过跟踪全球化背景下宜家的空间扩散路径和扩散模式,发现点-轴扩散始终贯穿于宜家的整个空间扩散模式之中;宜家的空间扩散呈现出从初期的跨国区域性的邻近接触扩散,到后期全球化空间尺度的等级扩散的发展趋势。这种空间扩散战略对中国家具跨国企业"走出去"战略具有启示意义。

IKEA, a rural furniture store in Sweden 70 years ago, has become a global business empire of home furnishing supplies. IKEA, which tentacles are throughout the world presently, is transforming from a special furniture store into a life-experience commercial space. IKEA not only participates in the global process, but becomes a benchmark to lead the way of social and individual life. “IKEA phenomenon”that comprises experience mode, spatial diffusion model and the global model, is attracting the attention of academia. Theoretically, its paths and types of spatial diffusion have been summarized, but the carrier and receptor does not tend to follow a single diffusion mode. The selection of mode depends not only on the characteristic of innovation itself, but also on the social background, market environment, development stage and other external factors. Though globalization has become a trend, the spatial friction caused by cultural differences is inevitable. Innovation expansion in the global scale has to comply with local culture and mingle with different cultures, aiming for a development strategy of glocalization. By tracking IKEA spatial diffusion path and mode in the context of globalization, We found that the space - axis diffusion model goes throughout the whole diffusion of IKEA, and the transnational neighboring contagious diffusion is dominant in the early stage of globalization and the global spatial scale Hierarchy Diffusion plays a leading role in the late. The strategy of IKEA spatial diffusion will significantly enlighten that of Chinese furniture multinationals "going out".