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英国硕士methodology论文
3.1 introduction
This paper intends to adopt questionnaire which is a research method of market to get the first hand information of feedback in market. Then the author uses the external PEST, analysis tool of five forces model and internal environment, SWOT integration http://www.ukassignment.org/uklunwen/ analysis of internal and external environment to analyze the present situation the enterprise faces. Finally, the author analyzes the strategy through the 5W2H strategic thinking tool, analyzes the data in the rigorous scientific and prudent attitude, and summarized in order to make the research have great guidance on operation and development of the commercial mode in the enterprise.
本文采用问卷调查，获得第一手反馈市场信息的市场研究方法。提出了利用外部害虫，五种力量模型和SWOT分析工具，内部环境，外部环境和内部环境分析整合的现状分析企业面临。最后，作者通过5W2H战略思维工具分析策略，分析了科学严谨和审慎的态度数据，总结，使研究对企业的商业模式的运作和发展具有重要的指导作用。
3.2 secondary research
The brand is an intangible asset that can bring the premium and value for the enterprise. Its carriers are name, terminology, symbols, or design which is used to distinguish with other competitors' products or services. The source of value comes from the form of an impression on the carrier in the mind of consumers. Xiao Lihua (2008) pointed out, the product is something comes out of a factory and brand is the things that consumers’ experiences bring. Its value, culture and personality constitute the cornerstone of the brand. Mirjana Prljevic (2008) said that localization is a skill from a marketing perspective, marketing personnel create the image or identification for the product, brand, enterprises through the positioning. Product positioning is an image that the product or service has in the minds of consumers.
The brand value is the core factor in brand management, also is a symbol which is different from the competing brand. Brand asset is mainly reflected on the core value of the brand, that is to say the brand core value is the brand’s essence. Kevin L. Keller (2006) pointed out the brand value is a series of joint actions that the clients, channel members and a parent company have taken, to make the brand get a stronger, more stable, more special advantages in the competition.
This author analyze the brand and brand value first, defines that the purpose of establishing the brand value is to cultivate their own loyal customers, a robust sales channel and have a larger market share and profit share, so as to build a strong corporate brand in customers’ mind.
The author investigates the old customers and target customers through the questionnaires, then collects the basic information of customers’ satisfaction on the company's product performance, after-sales service and brand awareness, perceived value, loyalty, and expectation value to reflect the company's brand status. The survey is commissioned by customer service department in IKEA, in the ways of interviews and telephone interviews. Before the records of customers to answer the questionnaire, there is a brief communication between surveyors and the people being investigated to ensure that the respondents fill the questionnaire in the premise of full understanding of the purpose and content of questionnaire survey.
3.3 Primary research
After the secondary research, the author will analyze the general environment, industry environment and competitive environment the enterprises faced through the PEST external environment analysis tool, then use the internal factor evaluation matrix(IFE), this important tool in internal environment analysis, to make a comprehensive analysis of the enterprise internal factors, such as capital, technology, talent, management, regional and channels. And the author also uses SWOT to analyze the external environment opportunities and threats, and its internal strengths and weaknesses. Finally this research will provide the basis for strategy-making through the comprehensive analysis of the strategy for enterprises.
3.4 Case study methods
This section several methods which are used in this paper are elaborated.
3.4.1 PEST
PEST is initials of political, economic, social and cultural, the natural environment and technology. This tool is used to analyze external environment of IKEA, it includes that:
(1) Political and legal aspects: the influence and effect of social system, government laws and regulations. Such as the stability of government, tax policy, environmental protection law, labor law, foreign trade regulations.
(2) The economic environment: economic factors which have impact on enterprise development, such as changes of the exchange rate, employment status, foreign exchange reserves.
(3) The social culture and the natural environment: demographic factors, level of education, customs and habits etc. The distribution of income, consumption level, all sectors of society’s expectations to the enterprise and consumers’ attitude to work and leisure, consumption concept and so on.
(4)Technical environment: it includes information technology and internet technology, such as speed of technical communication, depreciation and scrap rate.
3.4.2 Internal factor evaluation matrix(IFE)
The processes of the internal factor evaluation matrix are in the following:
(1) Find out the related factors through the enterprise internal analysis and select the 10-20 key factors from the related factors.
(2) Assign weights to each factor ranging from 0 ( not important ) to 1 ( very important) according to influence each factor have on enterprise.
(3) Give a score to each factor, from 1 to 4, the figures representthe important weakness, secondary weakness, , secondary advantage,important advantage.
(4) Calculate every factor 's weighted score with each factor's weighted score multiplied by his score.
(5) All the weighted scores are summed to the total weighted score.
The average score is 2.5.Total weighted scores greater than 2.5 of the enterprises internal situation are at the advantage, and the others are at a disadvantage.
3.4.2 Five forces model analysis tool
Five forces model analysis tool is put forward by Michael Porter to analyze the competition environment of enterprise. Five forces refer to the strength and competition of competitors, bargaining power of suppliers, bargaining power of buyers, the threat of substitute products and potential entrants.
Every enterprise in its industry has to cope with threat of all the above power more or less, and the enterprise must face the actions of each competitor in the industry. In this paper, the method will be adopted to analyze the supplier power, size, concentration, buyer power and price sensitivity, the threat of substitute products; industry competitors scale, price difference and product quality in IKEA.
3.4.3 SWOT
The tool is used to analyze the external environment opportunities and threats, and its internal strengths and weaknesses. the analytic steps of SWOT:
(1) Confirm the current operative strategies.
(2) Confirm the change of environment of the enterprise inside and outside.
(3) Confirm enterprise's key ability and critical limit according to the other voluntary combination.
(4) Give a score and evaluate in accordance with the general matrix or the similar way
(5) Posit the result in the SWOT analysis chart.
3.5 The questionnaire methods
There are three partial contents in the questionnaire in this paper. The first part is the characteristics survey of customer behavior, including the well-known products, customer satisfaction, number purchased, purchase price. The second part is the basic information of customers, including gender, age, education level, etc. The third part is product performance expectations of the customers, including customers’ comments and suggestions. The author describes, analyzes and processes the first-hand survey data in the way data collection and chart in this paper.
(1) Data collection. It includes the cumulative total of single variables and percent calculation, such as the respective summary of the gender, age, level of education, occupation, income level of research objects.
(2) Chart. The change trend of the statistical data, the number, distribution and the relation can be reflected intuitively with point, line or the size of an area’s lifting to express the content of statistical data. This method is easy for reading, comparison and analysis.
3.6 The reliability of the research and academic ethics
When doing research with questionnaire, the most important is the scientific and effective of the questionnaire. If a questionnaire cannot invest factors in questionnaire effectively, then the previous worker is in vain. And reliability analysis is an effectively way to exam the stability and reliability of a questionnaire.
There are also something need to do to guarantee the academic ethics of this dissertation. Firstly, when collect the data of questionnaire, the interviewer must be to inform the interviewees the purpose and nature of this research before interview, and to get the permission of the interviewees.
Secondly, the interviewer have responsibility explain his rights to interviewees, that he could refuse to answer any questions, and stopped the interview at any time if they wished.
Thirdly, after the end of the questionnaires process, the researcher should deal with the information properly, all data will be collected to confidentiality and anonymity, and used only for this dissertation.#p#分页标题#e#
3.7 Research limitations
Researchers believe that the content analysis has many limitations. Content analysis of the results is descriptive, and it only can reveal "what is it?", but cannot explain "why is it". Finally, the content analysis' dimensions of the analysis are fixed, and it has no flexibility in dealing with many new things, new situations and unexpected events. In reality, in the same regional countries does not always use identical media system; we also cannot say that a state must be using a certain type of media system. Secondly, considering the limitations of the study time, budget and scope, the results can not completely http://www.ukassignment.org/uklunwen/ cover the whole study. And the authenticity and tendentious of research material, the ease of the collection and other factors will affect the findings.
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