论文部分内容阅读
发源地,对于品牌而言一般意义非凡。这里不仅孕育了品牌成功的运作模式,更是积淀了浓厚的企业文化。对有着73年历史的宜家来说,位于瑞典南部的小镇阿姆霍特就是这样一个特别的地方。如果不是宜家,很少有人认识甚至想来拜访这里。这里没有高楼大厦,没有时髦且充满设计感的商店,只有郁郁葱葱的森林,无边无际的纯净天空和散落在小镇各处的彩色木屋,仿佛和“设计”二字沾不上边。然而,这片净土却是北欧家居设计巨头宜家的诞生地。那些由宜家带来的实用、实惠的北欧设计风潮,就是从这个不起眼的小镇开始,席卷全球。
The birthplace, for the brand in general of extraordinary significance. Here not only gave birth to the brand’s successful mode of operation, but also accumulated a strong corporate culture. For a 73-year-old IKEA, the town of Amstel in southern Sweden is such a special place. If not IKEA, few people even know to want to visit here. There is no high-rise buildings, there is no stylish and full of design shops, only the lush forests, immense pure sky and colored cabins scattered throughout the town, as if and “design ” word does not adhere to the edge. However, this piece of Pure Land is the birthplace of the IKEA home design giant IKEA. Those practical and affordable Nordic design trends brought by IKEA are all about the world starting in this humble town.