Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

How to Shape the Brand Magnetic Field? The Generative Logic of Consumption Resonance

Taking IKEA as an Example

Authors
Yiyun Gu1, *,a, , Shaopeng Jin2, *, b, , Keying Wang3, *, c,
1United World College, Changshu China, Suzhou, 215500, China
2Forestry College, Hebei Agricultural University, Baoding, 071000, China
3School of Communication, Soochow University, Suzhou, 215000, China

These authors contributed equally.

*Corresponding author. Email:aguanghua.ren@gecacdemy.cn
Corresponding Authors
Yiyun Gu, Shaopeng Jin, Keying Wang
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.515How to use a DOI?
Keywords
Brand marketing; Consumer resonance; Brand magnetic field; IKEA
Abstract

The competition in the home furnishing market is becoming increasingly fierce. Excessive production leads to the necessity for enterprises to shift their focus from furniture manufacturing to consumers, and appropriate marketing strategies are needed to occupy the consumer market. People’s income has increased significantly, and the demand for household items has gradually developed towards a more high-end and personalized direction. People choose furniture from the purchase of finished products to private customization transition, and there is a higher demand for furniture materials, environmental protection, and intelligence. Therefore, the traditional furniture manufacturing enterprises are also faced with the problem of upgrading to meet the market demand. The development of new media also impacts the furniture industry, which provides enterprises with new ideas for publicity and a platform to interact with consumers and, more importantly, promotes the prosperity of online shopping. A large number of high-quality and inexpensive decoration products on online shopping platforms make offline stores lose their competitiveness. These circumstances have formed a great challenge and threat to the traditional furniture business. In this case, the traditional furniture business needs transformation, conforms to the development trend, and strengthens the stickiness and resonance with consumers. IKEA, the market leader in the home furnishing market, has done a good job of resonating with consumers. IKEA has successfully built its brand culture, fan base, and corporate image. In this paper, IKEA’s products, the layout of offline stores, and the shaping of cultural connotation will be discussed to explain how IKEA guides consumers to form recognition and maintain fans’ stickiness through increasing the sense of experience and interaction. This experience will be a good reference for the rest of the market.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.515How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Yiyun Gu
AU  - Shaopeng Jin
AU  - Keying Wang
PY  - 2021
DA  - 2021/12/15
TI  - How to Shape the Brand Magnetic Field? The Generative Logic of Consumption Resonance
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 3145
EP  - 3150
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.515
DO  - 10.2991/assehr.k.211209.515
ID  - Gu2021
ER  -