本案例由江南大学商学院的吴媛媛教授团队撰写，江南大学商学院案例中心研究员汤振容全文改编，江南大学商学院案例中心研究员陈田田为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：宜家家居是全球最大的家具用品商家，其独特的体验式营销模式取得了巨大的成功。然而，随着电商大行其道的大环境下，众多竞争者纷纷启动线上销售，宜家家居今后应该实施怎样的战略，才能确保消费者不会分流？本案例描述了宜家在面对电商大发展的背景下，如何调整战略适应新形势以持续发展的过程。该案例引导思考企业在外部环境变化下，如何结合自身特点，发挥优势、利用资源进行可持续发展的战略决策。

关键词：宜家家居；营销策略；新模式；竞争优势

Ikea Furniture: Competitive advantage in the new model

Abstract: Ikea is the world's largest furniture supplier, and its unique experiential marketing model has achieved great success. However, with so many competitors starting online sales, what strategy should IKEA implement in the future to ensure that consumers do not drift away? This case describes how IKEA adapts its strategy to the new situation and develops continuously in the context of the great development of e-commerce. This case guides enterprises to think about how to combine their own characteristics, give full play to their advantages and utilize resources to make strategic decisions for sustainable development under the changing external environment.

Keywords: Ikea furniture; Marketing strategy; A new model; Competitive Advantage