Abstract
As a world-class home furnishing company, IKEA occupies an important position in the current international furniture industry. The success of IKEA has also been studied and analyzed by many scholars. The study found that IKEA's success is not only dependent on IKEA's good marketing choices, but also on IKEA's good reputation among consumers. This study will start with IKEA's marketing decision-making. Authors use the 4Ps model as the theoretical basis to study the success of IKEA's marketing strategy, and combine IKEA's marketing success with IKEA's good reputation to explore how IKEA can improve the good reputation in the minds of consumers through successful marketing choices, so as to achieve profitability. In this study, authors find that IKEAs success is very relevant with IKEAs high popularity. This high popularity is result of IKEAs great marketing mix. So, the authors will study the relationship between IKEAs marketing choice and high popularity.
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