声音简介
IKEA's entire business model- the shopping experience.the layout of the store,the design of the products and the way they are packaged— is very different from the standard furniture store. Most retailers are organized around a customer segment, or a type of product. The customer base can then be divided up into target demographics, such as age, gender, education, or income level. In furniture retailing, over the years there have been stores such as Levitz Furniture, known for selling low-cost furniture to lower-income people. Or Ethan Allen, which made its name selling colonial-style furniture to wealthy people. And there are a host of other examples: stores organized around modern furniture for urban dwellers, stores that specialize in furniture for businesses, and so on.
IKEA has taken a totally different approach. Rather than organizing themselves around the characterization of particular customers or products,IKEA is structured around a job that customers periodically need to get done./
为什么会这样？
宜家的整个商业模式——购物体验、商店布局、产品设计和包装方式——与一般家具店大不相同。大多数零售商都围绕一个客户群或一种产品进行销售。他们将客户群划分为目标人群，如年龄、性别、教育程度或收入水平。在家具零售领域，多年来一直有像莱维兹这样的家具店，以向低收入人群出售廉价家具而闻名。或者伊桑·艾伦，它以向富人出售殖民地风格的家具而闻名。还有很多其他的例子:为城市居民销售现代家具的商店，卖办公家具的商店，等等。
宜家采取了完全不同的方式，产品不是围绕着特定顾客或产品特定的特征，而是围绕顾客需要偶尔完成的工作来构建的。
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