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Strategic Sourcing and Category Management: Lessons Learned at Ikea

為了解決IKEA table的問題，作者Carlsson, Magnus 這樣論述：

How is it possible to sell a kitchen at 30 per cent below market price? Why are hot dogs cheaper in IKEA than in the supermarket? How can IKEA sell the Lack table at half the price it was when it was launched 35 years ago and how can it be achieved with a substantial profit? Strategic Sourcing and C

ategory Management examines how IKEA - and other cost leading companies - use category management to create advantages with direct and indirect sourcing. With 25 years' experience from IKEA, where he had the responsibility to develop and execute the company's purchasing strategy, author Magnus Carls

son shares his insights on important topics: when category management is profitable and why; how teams repeatedly create value and results; what the main approaches are in different categories; how a company implements category management; the difference between success and failure.In this new editi

on of Strategic Sourcing and Category Management, Magnus Carlsson has added new themes including examples and references from companies such as Maersk, Carlsberg, P&G and Aldi, illustrating the application of cost leadership that spans far beyond IKEA. Even there, the cost leadership lessons are not

limited to home furnishings as the company is sourcing categories such as food, components, materials, transports and indirect materials, with a total purchasing spend of approximately 7 billion. But maybe even more importantly, the book illustrates how teams create value by thinking differently an

d asking the right questions, allowing an understanding that goes beyond mere tools and processes. Magnus Carlsson has 25 years’ experience as a strategic sourcing expert at IKEA. He also has 10 years’ experience with leadership and training within the Swedish defence forces and is an advisor in s

trategic sourcing for Kingfisher.

IKEA table進入發燒排行的影片

雙重感官的饗宴-以方法目的鏈探討消費者觀看ASMR影片之價值內涵

為了解決IKEA table的問題，作者黃佳鈴 這樣論述：

近年來，聲音經濟的興起，帶動自發性感知經絡反應 (Autonomous Sensory Meridian Response, ASMR)崛起，ASM是一種產生非自主的震顫感知現象，發生位置通常於後腦杓，會沿著脊柱延伸至四肢，當人們感受到這種現象後，會產生愉快感、舒適感和放鬆感等感受。因為ASMR可為人們帶來特殊的感覺，所以人們會將其運用於放鬆、培養睡前情緒的一種方式，目前，在YouTube平台上有許多國內外的ASMR artist (ASMRtist)會製作ASMR的影片，觀看人數非常多。此外，許多大型品牌運用體驗行銷中的感官行銷及情感行銷，製作ASMR廣告，以吸引消費者，增加品牌形

象，進而創造更好地品牌績效。 本研究以使用與滿足理論(Uses and Gratifications Theory, U＆G)以瞭解人們觀看ASMR欲獲得什麼滿足，例如享樂滿足或是功利滿足等等。此外，本研究採用方法目的鏈(Means-End Chain, MEC)，並以軟式階梯法作為深度調查的工具，針對40位曾觀看過ASMR者進行訪談，了解其觀看ASMR的動機、原因及目的，進而分析其「屬性-結果利益-價值」，最後將結果繪製成價值階層圖(Hierarchical value map, HVM)。研究結果發現，以聲音特點及外在特色及情境互動為多數人考量的因素，以體驗需求、沉浸需求、慾望增加、

情緒安定、幫助睡眠及遠離塵囂為結果利益，最重視的核心價值為放鬆感、滿足感及臨場感。本研究經過分析，並探討管理意涵，提供給ASMRtist未來在製作ASMR影片時，可增加一些元素，增加影音的吸引力及點閱率，企業也可以了解消費者其需求，針對其需求製作ASMR廣告。 此外，本研究採用方法目的鏈(Means-End Chain, MEC)，並以軟式階梯法作為深度調查的工具，針對40位曾觀看過ASMR者進行訪談，了解其觀看ASMR的動機、原因及目的，進而分析其「屬性-結果利益-價值」，最後將結果繪製成價值階層圖(Hierarchical value map, HVM)。研究結果發現，ASMR觀看者

重視的三項關鍵屬性為聲音特點、外在特色及情境互動為多數人考量的因素，以及前三項結果利益為遠離塵囂、提升慾望、幫助睡眠，而最重視的核心價值為放鬆感、滿足感及臨場感。本研究經過分析，並探討管理意涵，提供給ASMRtist未來在製作ASMR影片時，可增加一些元素，增加影音的吸引力及點閱率，企業也可以了解消費者其需求，針對其需求製作ASMR廣告。

Strategic Sourcing and Category Management: Lessons Learned at Ikea

為了解決IKEA table的問題，作者Carlsson, Magnus 這樣論述：

How is it possible to sell a kitchen at 30 per cent below market price? Why are hot dogs cheaper in IKEA than in the supermarket? How can IKEA sell the Lack table at half the price it was when it was launched 35 years ago and how can it be achieved with a substantial profit? Strategic Sourcing an

d Category Management examines how IKEA - and other cost leading companies - use category management to create advantages with direct and indirect sourcing. With 25 years' experience from IKEA, where he had the responsibility to develop and execute the company's purchasing strategy, author Magnus Ca

rlsson shares his insights on important topics: when category management is profitable and why; how teams repeatedly create value and results; what the main approaches are in different categories; how a company implements category management; the difference between success and failure.In this new ed

ition of Strategic Sourcing and Category Management, Magnus Carlsson has added new themes including examples and references from companies such as Maersk, Carlsberg, P&G and Aldi, illustrating the application of cost leadership that spans far beyond IKEA. Even there, the cost leadership lessons

are not limited to home furnishings as the company is sourcing categories such as food, components, materials, transports and indirect materials, with a total purchasing spend of approximately 7 billion. But maybe even more importantly, the book illustrates how teams create value by thinking differe

ntly and asking the right questions, allowing an understanding that goes beyond mere tools and processes.

體驗行銷、品牌形象與購買意願間關係之研究: 以IKEA 桃園店為例

為了解決IKEA table的問題，作者孫敏淳 這樣論述：

隨著社會的進步，經濟的發展，和生活水準的提升，使得人們的消費模式已經開始改變成不只是滿足於生理上的需求，還有滿意於心理上的需求。因此，在體驗經濟時代，消費者不僅追求有形的商品，還有令人滿意以及難忘的消費經驗。這個商業體驗會在消費者心中留存深刻印象，並且讓顧客覺得好玩、有趣，和帶著愉快的心情離開。體驗行銷策略的運用可以進而形成品牌形象，提高顧客品牌忠誠度，進一步增加消費者的購買意願。 在體驗行銷中的策略體驗模組(Schmitt 1999) ，在品牌形象中的品牌概念管理(Park, Jaworski & MacInnis 1986) ，和Doddes, Monroe & Grewa

ls’ (1991) 購買意願的定義當作基礎，將會被運用在探討IKEA 桃園店消費者對體驗行銷、品牌形象、購買意願各變項間的影響關係。顧客將根據設計的問卷中的三個構面來衡量回答，共回收261份有效問卷。運用SPSS進行資料分析，所得資料經敘述性統計分析、獨立樣本t檢定、單因子變異數分析、相關性分析、以及迴歸分析進行分析來驗證假設。 研究結果顯示消費者對體驗行銷和品牌形象都有顯著正向影響購買意願。本研究依據研究結果提出相關建議以及提供給IKEA經營者營運上的參考。