Let’s Experience “IKEA”－ 企業符號行銷與消費者體驗的互動探討

Let’s Experience “IKEA”－ Analysis of the interaction of symbolic marketing and consumer experiences

林宜蓁(I-Chen Lin)

指導教授 ： 李碧涵

國立臺灣大學/社會科學院/國家發展研究所/碩士(2010年)

https://doi.org/10.6342/NTU.2010.02116

摘要

在當代的消費社會中，商品或品牌所代表的符號形象起初是被企業所創造並賦予意義，但當商品進入市場和消費者實際接觸後，其符號內涵卻會透過個人體驗帶來後續認知、詮釋和互動行為，符號的意涵因而出現多重變化。本研究以瑞典家具品牌－IKEA作為研究主體，以體驗經濟理論、體驗行銷理論與體驗消費論述三者共同形成的架構來進行探討。一方面分析臺灣IKEA在企業端營造符號意象所採用的行銷手法，另一方面也解讀臺灣消費者在歷經IKEA消費體驗的過程中究竟獲取何種體驗感受，消費者對IKEA品牌原有的符號意象又是如何在體驗的過程之中發生流動與轉化。
本研究發現臺灣IKEA企業端採取的符號行銷方式側重於傳遞北歐生活型態並意圖轉化臺灣消費者心態；但從消費者的角度來看，目前臺灣的消費者認為IKEA所賦予他們的消費體驗仍屬於單純感官、情感與休閒的體驗。是故IKEA企業端至今尚無法藉由體驗讓消費者對於IKEA品牌符號的意象產生更深度的認同，也無法實際改變消費者的生活型態與習慣。
對照企業端與消費者端的體驗互動過程後，本研究歸納出兩者對於IKEA符號意象認知落差的重大來源，乃根植於東西文化思維下對於「家」的概念差異，同時在居家設計的習慣上，臺灣傳統的裝潢文化至今仍在消費者心目中扮演著重要角色。
最後，本研究將視角回歸符號、體驗與經濟的本質性探討，因為即便符號意涵在消費決策的過程中日益重要，但最終消費者的實質購買力才是決定消費行為發生與否的關鍵因素。因此未來若想要成功塑造IKEA這個家居品牌的符號意象，企業端勢必要回歸北歐文化中強調平等，貼近人性真實面的行銷訴求，將能吸引更多人成為IKEA的忠實消費者，並對IKEA的品牌符號產生深度認同。

關鍵字

符號 ； 符號行銷 ； 體驗 ； 宜家家居 ； 互動

並列摘要

In modern consumptive society, business creates symbolic images and meaning for products and brands. But after products entering markets and interacting with consumers, their intra-meanings will be reorganized and re-interpreted by consumers’ self-experiences. In this thesis, the furniture brand from Sweden－IKEA is the research subject, and author uses experience economy theory, experience marketing theory and many discourses about experience consumption to construct the analysis framework. One of the researching goals is to explore what kinds of marketing strategies that business managers of IKEA use to create the symbolic images. The other of the researching goals is to understand what kinds of feelings and experiences did Taiwan consumers have in consumptive experience in IKEA, and how did the symbolic images of IKEA flow and transfer in the processes of consumers.
This thesis found that the IKEA marketing strategies focus on advocating the lifestyle of North Europe and want to change Taiwan consumers’ mind; but in consumers’ viewpoint, Taiwan consumer think that IKEA only gave them only simple sense, feeling and leisure experiences. So far IKEA business cannot only make Taiwan consumers to identify the IKEA brand more deeply but also cannot change their lifestyle and habits.
After comparing the experience interactions of producer and consumer, author founds that the original reason to explain for the differences of symbolic images is “the differences of East and West cultures”, especially the symbolic meanings of “home.” Besides, traditional “chang-huang” culture still plays an important role in Taiwan consumers’ minds.
At last, this research comes back to the definition of symbol, experience and economy. That because even if the importance of symbolic meaning is more and more in consumption processes, but the substantial consumptive power is the most important key point. Because of that, if IKEA wants to shape the symbolic images in the future, marketing strategies of IKEA should go back to the culture value of North Europe about equality and try to touch people’s heart. And maybe these activities not only can attract more people to be IKEA honest fans, but also make them identify the symbolic images of IKEA brand more deeply.

並列關鍵字

symbol ； symbolic marketing ； experience ； IKEA ； interaction

參考文獻

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