This paper aims to study the marketing strategies adopted by the global brand IKEA. This paper takes the Swedish furniture brand IKEA as the research object and the China market as the research market for discussion. This paper first introduces the IKEA brand of Swedish furniture, then summarizes the strategy of furniture industry, then studies the macro-environment of China furniture industry, and finally studies the influence of Sweden, and finally summarizes and comprehensively analyzes IKEA's marketing strategy and its adaptability in new fields. After determining the marketing effect of the global brand IKEA in China market, it gives a summary and suggestions.

Qianfeng Hu. The Observations of IKEA in Chinese Market. Academic Journal of Business & Management (2023) Vol. 5, Issue 12: 56-60. https://doi.org/10.25236/AJBM.2023.051208.

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