Abstract
As competition in the global furniture retail industry intensifies, IKEA is a leading brand attracting attention for its innovative design, affordable prices and unique shopping experience. In order to enhance customer experience and strengthen brand value, IKEA needs to focus on the effectiveness of media marketing strategies and improve customer satisfaction. This study adopts inductive reasoning and quantitative research methods to analyse IKEA's media marketing strategies and make recommendations to improve customer experience. The study analyses the different marketing strategies used by IKEA and their impact on customer experience, and through data collection and analysis, identifies the most effective strategies to attract, retain and improve customer satisfaction. In addition, the research delves into how IKEA utilises social media, TV commercials, online advertisements and its own websites and apps for marketing campaigns, providing recommendations on best practices in media marketing. In addition, the study analyses IKEA's brand positioning, consumer targeting and communication strategies to understand its unique marketing approach and success factors. Based on these findings, recommendations are made to improve customer experience, optimise marketing strategies, strengthen IKEA's brand positioning, increase customer satisfaction and drive business growth. This study provides practical insights for IKEA and marketing practitioners by analysing in-depth research on IKEA's media marketing strategy and customer experience improvement, which is important for media marketing strategy and customer experience research. In addition, the results of the study are a catalyst for development, innovation and progress in the furniture retailing industry.
Published Version
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