{"id":1305,"date":"2024-05-29T07:00:00","date_gmt":"2024-05-29T04:00:00","guid":{"rendered":"https:\/\/www.kaanugrasiz.com\/tr\/?p=1305"},"modified":"2025-10-06T10:39:42","modified_gmt":"2025-10-06T07:39:42","slug":"ikea-kurumsal-kimlik","status":"publish","type":"post","link":"https:\/\/www.kaanugrasiz.com\/tr\/ikea-kurumsal-kimlik.html","title":{"rendered":"Stratejileriyle, IKEA&#8217;n\u0131n kurumsal ileti\u015fimini anlamak"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Lokalden k\u00fcresele<\/strong> yay\u0131lm\u0131\u015f ba\u015far\u0131 hikayeleriyle baz\u0131 \u00fclkeler, kendileri ile \u00f6zde\u015fle\u015fmi\u015f markalara sahip olmak konusunda \u00e7ok \u015fansl\u0131 ve \u0130KEA denince akla \u0130sve\u00e7\u2019in gelmesi, \u0130sve\u00e7 denince de akla \u0130KEA ve o harika k\u00f6ftelerinin gelmesi bir markan\u0131n elde edebilece\u011fi en ba\u015far\u0131l\u0131 marka alg\u0131lar\u0131ndan birisi.<\/h2>\n\n\n<style>.kb-table-of-content-nav.kb-table-of-content-id1305_54dd5f-a0 .kb-table-of-content-wrap{padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kb-table-of-content-nav.kb-table-of-content-id1305_54dd5f-a0 .kb-table-of-contents-title-wrap{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.kb-table-of-content-nav.kb-table-of-content-id1305_54dd5f-a0 .kb-table-of-contents-title{font-weight:regular;font-style:normal;}.kb-table-of-content-nav.kb-table-of-content-id1305_54dd5f-a0 .kb-table-of-content-wrap .kb-table-of-content-list{font-weight:regular;font-style:normal;margin-top:var(--global-kb-spacing-sm, 1.5rem);margin-right:0px;margin-bottom:0px;margin-left:0px;}<\/style>\n\n\n<p>Bug\u00fcn \u0130KEA\u2019n\u0131n <strong>rakiplerine g\u00f6re daha uygun fiyatl\u0131<\/strong> olan, birden fazla i\u015fleve odaklanan basit tasar\u0131ml\u0131, \u015f\u0131k ve pozitif \u00fcr\u00fcnlerinin yan\u0131nda, markan\u0131n <strong>m\u00fc\u015fterileriyle g\u00fc\u00e7l\u00fc bir ba\u011f kurmas\u0131<\/strong>n\u0131 sa\u011flayan ba\u015far\u0131l\u0131 ileti\u015fim stratejilerinden de bahsediyoruz.<\/p>\n\n\n\n<p>D\u00fcnya \u00e7ap\u0131nda bir ba\u015far\u0131 hikayesi olarak anlat\u0131labilecek olan bu durum art\u0131k <em>kendin g\u00f6t\u00fcr kendin yap<\/em> mobilyalardan veya yuvarlak formlu ve yan\u0131nda \u00f6zel bir sosla servis edilen k\u00f6ftelerden \u00e7ok daha fazlas\u0131n\u0131 ifade ediyor.<\/p>\n\n\n\n<p><strong>IKEA\u2019n\u0131n ileti\u015fim stratejisi<\/strong> asl\u0131nda m\u00fc\u015fterilerin ma\u011fazaya geli\u015flerinden \u00fcr\u00fcnlerini kendilerinin monte edip kullanmaya ba\u015flamalar\u0131na kadarki her a\u015famada bir yolculu\u011fu kapsayan \u00e7ok y\u00f6nl\u00fc bir yap\u0131da ve<strong> ba\u015far\u0131l\u0131 bir markan\u0131n ileti\u015fimi<\/strong>nin vazge\u00e7ilmez bile\u015feni olan <strong>tutarl\u0131l\u0131k<\/strong>, markan\u0131n bas\u0131l\u0131 kataloglar\u0131ndan reklam filmlerine kadar her yerde kendini belli ediyor.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>IKEA ileti\u015fiminin merkez noktas\u0131: IKEA Katalo\u011fu<\/strong><\/h3>\n\n\n\n<p>Ge\u00e7mi\u015ften bug\u00fcne kadar, IKEA kataloglar\u0131 bas\u0131l\u0131p yay\u0131nland\u0131\u011f\u0131 ve da\u011f\u0131t\u0131ld\u0131\u011f\u0131 her co\u011frafi b\u00f6lge i\u00e7in ger\u00e7ek bir efsane ve halen markan\u0131n m\u00fc\u015fterileriyle ileti\u015fim kurulmas\u0131ndaki en \u00f6nemli ara\u00e7lar listesinde \u00fcst s\u0131ralarda.<\/p>\n\n\n\n<p>\u0130KEA haz\u0131rlad\u0131\u011f\u0131 kataloglarda <strong>yaln\u0131zca \u00fcr\u00fcnlerini sergilemiyor<\/strong>; bir ya\u015fam bi\u00e7imini ilham verici fikirler \u00e7er\u00e7evesinde ve halihaz\u0131rda var olan alanlarda bunun m\u00fcmk\u00fcn olabilece\u011fini anlat\u0131yor.<\/p>\n\n\n\n<p>Bu nedenle \u0130KEA kataloglar\u0131nda insanlar\u0131n ger\u00e7ek ya\u015famlar\u0131ndan kesitler\u00a0ve \u00fcr\u00fcnlerin hayatlar\u0131m\u0131za entegre edilmi\u015f hallerini g\u00f6r\u00fcyoruz. Dolay\u0131s\u0131yla hen\u00fcz katalogda g\u00f6rd\u00fc\u011f\u00fcm\u00fcz a\u015famadan itibaren IKEA\u2019dan bir \u00fcr\u00fcn almak ve onu kullanmaya ba\u015flamak \u00fczerine istek duyuyoruz. Bu \u00e7ok i\u015flevsel bir dolap da olabilir, tar\u00e7\u0131n ve elma kokulu mum da olabilir, \u0130skandinav esintili bir lamba da olabilir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Ma\u011faza i\u00e7i deneyimle b\u00fct\u00fcnle\u015fmi\u015f bir ileti\u015fim stratejisi<\/strong><\/h3>\n\n\n\n<p>Ya\u015fad\u0131\u011f\u0131n \u015fehirde bir IKEA ma\u011fazas\u0131 varsa, oraya gitti\u011finde <strong>neler yapt\u0131\u011f\u0131n\u0131 not etmeni isterim<\/strong>. Benim notlar\u0131m aras\u0131nda ev i\u00e7in mobilya bakmak, aksesuar reyonlar\u0131nda dola\u015fmak, ofis i\u00e7in yeni bir koltuk bakmak ve tabii ki \u0130sve\u00e7 restoran\u0131nda karidesli salata ve \u0130sve\u00e7 k\u00f6ftesi yemek var.\u00a0<\/p>\n\n\n\n<p><strong>Bug\u00fcn IKEA ma\u011fazalar\u0131nda art\u0131k yaln\u0131zca al\u0131\u015fveri\u015f yapm\u0131yorsun<\/strong>, ma\u011fazalar bizim i\u00e7in birer deneyim merkezi. \u00c7ok geni\u015f alanlarda kurulmu\u015f olan k\u00fcbik alanlar yaln\u0131zca sana \u00fcr\u00fcnleri g\u00f6stermiyor; \u00fcr\u00fcnlerin nas\u0131l ve hangi \u015fekillerde kullan\u0131ld\u0131\u011f\u0131n\u0131, hangi i\u015flevlere sahip oldu\u011funu uygulamalar\u0131 olarak anlatarak sat\u0131n alma karar\u0131n\u0131 kendi lehine \u00e7evirmeye \u00e7al\u0131\u015f\u0131yor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u0130KEA, rakiplerinden nas\u0131l ayr\u0131l\u0131yor?<\/strong><\/h3>\n\n\n\n<p>Ev ve ofis gibi g\u00fcnl\u00fck ya\u015fam\u0131nda b\u00fcy\u00fck yer tutan yerler s\u00f6z konusu oldu\u011funda, \u0130KEA&#8217;y\u0131 rakibi olan mobilya tedarik\u00e7ilerinden ay\u0131ran en \u00f6nemli fark, <em>herkes i\u00e7in eri\u015filebilirlik<\/em> olarak tan\u0131mlanabilir.<\/p>\n\n\n\n<p>Markan\u0131n benimsedi\u011fi <strong>demokratik tasar\u0131m felsefesi,<\/strong> iyi tasarlanm\u0131\u015f \u00fcr\u00fcnleri kalite, s\u00fcrd\u00fcr\u00fclebilirlik ve fiyat dengesi i\u00e7inde tam ortaya oturtur.<\/p>\n\n\n\n<p>Mobilya al\u0131\u015fveri\u015fi yapt\u0131\u011f\u0131nda genellikle birisi gelir ve mobilyalar\u0131n\u0131 senin i\u00e7in evimizde kurar. IKEA tam olarak bu <strong>t\u00fcketici davran\u0131\u015f\u0131<\/strong>n\u0131 y\u0131kan bir anlay\u0131\u015f\u0131 hayat\u0131na soktu: <strong>Kendin yap (DIY)<\/strong>.<\/p>\n\n\n\n<p>Mobilya montaj\u0131 i\u00e7in birilerini \u00e7al\u0131\u015ft\u0131rmaman\u0131n maliyeti ve dolay\u0131s\u0131yla fiyatlar\u0131 optimize etti\u011fine inan\u0131lan yakla\u015f\u0131m, IKEA\u2019n\u0131n m\u00fc\u015fterilerine ayn\u0131 zamanda \u00fcr\u00fcnleri \u00fczerinde kontrol duygusu uyand\u0131rmas\u0131 a\u00e7\u0131s\u0131ndan olduk\u00e7a \u00f6nemli ve kendi mobilyas\u0131n\u0131 kendi yapan m\u00fc\u015fteri, mobilyay\u0131 yaparken ge\u00e7ti\u011fi a\u015famalardan kendine bir ba\u015far\u0131 hikayesi yazar.<\/p>\n\n\n\n<p>S\u00fcrd\u00fcr\u00fclebilirlik ve \u00e7evre duyarl\u0131l\u0131\u011f\u0131, art\u0131k yaln\u0131zca internette yay\u0131n yapan \u00e7evrecilerin kulland\u0131klar\u0131 birer  tan\u0131m de\u011fil, bireysel olarak sen dahil herkesin \u00fczerinde d\u00fc\u015f\u00fcnmesi ve \u00fczerine d\u00fc\u015fenden fazlas\u0131n\u0131 yap\u0131lmas\u0131n\u0131n gerekli oldu\u011fu durumlar.<\/p>\n\n\n\n<p>Ev ve ofis ya\u015fam\u0131n\u0131n her alan\u0131nda kullan\u0131lan malzemeler de bundan nasibini ald\u0131 ve markalar art\u0131k \u00fcr\u00fcnlerini piyasaya s\u00fcrerken \u00fcr\u00fcnlerin \u00e7evresel etkileri daha fazla g\u00f6zetiyor.<\/p>\n\n\n\n<p>Yenilenebilir malzemelerin kullan\u0131m\u0131, biraz hasar g\u00f6ren malzemeleri daha uygun fiyatlarla sunmak, at\u0131k azaltmak, geri d\u00f6n\u00fc\u015ft\u00fcrmek hatta ikinci el kullan\u0131m\u0131 te\u015fvik etmek IKEA\u2019ya art\u0131k pek de uzak say\u0131lmayan kavramlar.<\/p>\n\n\n\n<p>Bu sadece IKEA\u2019n\u0131n kurumsal imaj\u0131n\u0131 \u00e7evreye duyarl\u0131 bir \u015firket olarak yeniden \u00e7er\u00e7evelemiyor, ayn\u0131 zamanda i\u00e7inde bulundu\u011fu \u00fclkelerdeki ekonomik \u00e7evrime katk\u0131s\u0131n\u0131 da g\u00fc\u00e7lendiriyor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>K\u00fcresel&nbsp; markalar i\u00e7in yerelle\u015ftirilmi\u015f ileti\u015fim bi\u00e7imleri neden \u00f6nemli?<\/strong><\/h3>\n\n\n\n<p><a href=\"https:\/\/www.kaanugrasiz.com\/tr\/apple-iletisim-stratejisinde-rakiplerinden-nasil-farklilasti.html\">Apple ile ilgili yazd\u0131\u011f\u0131m bir yaz\u0131da<\/a>, markan\u0131n mesajlar\u0131n\u0131 m\u00fcmk\u00fcn oldu\u011fu kadar <strong>basitle\u015ftirip k\u00fclt\u00fcrler \u00fcst\u00fc bir ileti\u015fim bi\u00e7imi<\/strong>ni ba\u015far\u0131yla hayata ge\u00e7irdi\u011finden bahsetmi\u015ftim.<\/p>\n\n\n\n<p>Ayn\u0131 durum, global \u00f6l\u00e7ekte d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fczde IKEA i\u00e7in de ge\u00e7erli olmakla birlikte, belirli pazarlardaki <strong>t\u00fcketim bi\u00e7imlerine ve al\u0131\u015fkanl\u0131klara ba\u011fl\u0131 olarak yerel ileti\u015fim kampanyalar\u0131<\/strong> geli\u015ftirdi\u011fini g\u00f6r\u00fcr\u00fcz. Bu yakla\u015f\u0131m belirli co\u011frafi alanlar i\u00e7inde ya\u015fayan m\u00fc\u015fterilerle <strong>daha yak\u0131ndan ba\u011f kurmak i\u00e7in tercih edilebilecek yayg\u0131n bir metod<\/strong>dur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>IKEA\u2019n\u0131n kimli\u011findeki \u0130skandinav k\u00fclt\u00fcr\u00fcn\u00fcn etkileri<\/strong><\/h3>\n\n\n\n<p>\u0130lk izlenim olarak genellikle so\u011fuk olmak ve kar ile ili\u015fkilendirdi\u011fimiz<strong> \u0130skandinav k\u00fclt\u00fcr\u00fcn\u00fcn temel bile\u015fenlerini sadelik, i\u015flevsellik ve estetik olmak<\/strong> olarak tan\u0131mlayabiliriz ve bunlar\u0131 ileti\u015fim stratejilerinde kullanmamak b\u00fcy\u00fck kay\u0131p olurdu.\u00a0<\/p>\n\n\n\n<p>Sayd\u0131\u011f\u0131m\u0131z bu \u00f6zellikle eklememiz gereken bir ba\u015fka kriter de \u0130sve\u00e7 k\u00fclt\u00fcr\u00fcnde yer alan <strong>hikaye anlat\u0131m\u0131<\/strong>.<\/p>\n\n\n\n<p>IKEA\u2019n\u0131n portf\u00f6y\u00fcnde yer alan \u00fcr\u00fcnlerin isimlerinden\u00a0 bu \u00fcr\u00fcnlerin\u00a0 yer ald\u0131\u011f\u0131 kataloglara, hatta ma\u011fazalarda yer alan restoranlarda sunulan tariflere kadar bir \u00e7ok detayda \u0130sve\u00e7 k\u00fclt\u00fcr\u00fcnden ve hikaye anlat\u0131c\u0131l\u0131\u011f\u0131ndan yararlan\u0131l\u0131r. Bu y\u00f6ntem sekt\u00f6r baz\u0131nda de\u011ferlendirdi\u011fimizde \u0130KEA&#8217;y\u0131 rakiplerinden ay\u0131ran \u00f6nemli bir \u00f6zelli\u011fi olarak kar\u015f\u0131m\u0131za \u00e7\u0131kar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>G\u00fc\u00e7l\u00fc bir ileti\u015fim stratejisi i\u00e7in IKEA\u2019dan neler \u00f6\u011frenebiliriz?<\/strong><\/h3>\n\n\n\n<p>\u0130ster globalde olsun ister yerelde, IKEA\u2019n\u0131n ileti\u015fim stratejisinden kendimizinkini geli\u015ftirirken \u00f6\u011frenece\u011fimiz \u00e7ok fazla \u015fey var. Uzun vadeli bir ba\u015far\u0131 \u00f6rne\u011fi olarak tan\u0131mlayabilece\u011fimiz bu stratejinin etkili bir ileti\u015fim metodu olmas\u0131n\u0131 sa\u011flayan en \u00f6nemli ba\u015fl\u0131klar <strong>kendini farkl\u0131la\u015ft\u0131rmak, m\u00fc\u015fteri ba\u011f\u0131n\u0131 g\u00fc\u00e7lendirmek, kapsay\u0131c\u0131 olmak ve tutarl\u0131 olmak<\/strong> olarak tan\u0131mlanabilir.\u00a0<\/p>\n\n\n\n<p>IKEA\u2019n\u0131n s\u00fcrd\u00fcrd\u00fc\u011f\u00fc bu ileti\u015fim\u00a0bi\u00e7imi,  olduk\u00e7a <strong>basit<\/strong> ve m\u00fc\u015fteriyi oda\u011f\u0131na alan markalar\u0131n nas\u0131l g\u00fc\u00e7l\u00fc bir d\u00f6n\u00fc\u015ft\u00fcr\u00fcc\u00fc g\u00fc\u00e7 oldu\u011funu g\u00f6stermesi a\u00e7\u0131s\u0131ndan olduk\u00e7a \u00f6nemli.\u00a0<\/p>\n\n\n\n<p><strong>Minimal tasar\u0131m,<\/strong> \u00fczerinde d\u00fc\u015f\u00fcn\u00fclm\u00fc\u015f ve m\u00fcmk\u00fcn olan en basite <strong>indirgenmi\u015f sunum<\/strong>,\u00a0s\u00fcrd\u00fcr\u00fclebilir ve \u00e7evre ile uyumlu \u00fcretim \/ tedarik\u00a0ve b\u00fct\u00fcn bunlar\u0131 iyi \u015fekilde birle\u015ftiren etkili bir hikaye anlat\u0131m\u0131 ile, IKEA bug\u00fcn art\u0131k yaln\u0131zca mobilya satan bir ma\u011faza olman\u0131n \u00f6tesinde m\u00fc\u015fterilerinin hayat\u0131na dokunan ve bir yere sahip.<\/p>\n\n\n\n<p><strong>*** Marka ve pazarlama fikri vermek i\u00e7in haz\u0131rlanan bu i\u00e7erik reklam ve i\u015fbirli\u011fi i\u00e7ermez.<\/strong><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lokalden k\u00fcresele yay\u0131lm\u0131\u015f ba\u015far\u0131 hikayeleriyle baz\u0131 \u00fclkeler, kendileri ile \u00f6zde\u015fle\u015fmi\u015f markalara sahip olmak konusunda \u00e7ok \u015fansl\u0131 ve \u0130KEA denince akla \u0130sve\u00e7\u2019in gelmesi, \u0130sve\u00e7 denince de akla \u0130KEA ve o harika k\u00f6ftelerinin gelmesi bir markan\u0131n elde edebilece\u011fi en ba\u015far\u0131l\u0131 marka alg\u0131lar\u0131ndan birisi. Bug\u00fcn \u0130KEA\u2019n\u0131n rakiplerine g\u00f6re daha uygun fiyatl\u0131 olan, birden fazla i\u015fleve odaklanan basit 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Bug\u00fcn \u0130KEA\u2019n\u0131n rakiplerine g\u00f6re daha uygun fiyatl\u0131 olan, birden fazla i\u015fleve odaklanan basit tasar\u0131ml\u0131,...","_links":{"self":[{"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/posts\/1305","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/comments?post=1305"}],"version-history":[{"count":1,"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/posts\/1305\/revisions"}],"predecessor-version":[{"id":1307,"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/posts\/1305\/revisions\/1307"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/media\/1306"}],"wp:attachment":[{"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/media?parent=1305"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/categories?post=1305"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kaanugrasiz.com\/tr\/wp-json\/wp\/v2\/tags?post=1305"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}