问题描述：
企业规模化是现在大多数行业的发展趋势.大型企业的规模化生产不仅可以带来规模化效应,从而降低成本提高效率.同时他们也肩负了更多的企业责任,和更大的舆论压力.有理由相信像IKEA这种大型企业在经济,环境和社会方面所做的努力是中小型企业所做不到的.但大量的环保投入也将导致成本的上升,作为宜家以低价格为竞争优势公司来讲,他们之间存在显而易见的矛盾.
此外,在家具的使用时间上宜家也不是以长久使用为目的的,“成本为大”表现在压低产品售价上.根据宜家2012财年总结报告,在过去10年间,其商品的平均年降价幅度为2.6%,累计降幅超过20%.低价策略的直接后果是OEM利润的不断摊薄,后者的盈利从几年前的10%以上一路下跌至5%以内,部分供应商甚至因成本上涨出现了“越做越亏”的局面.业内专家指出,为了从有限的价格空间中攫取利润,部分代工厂开始降低产品质量,而这也是宜家商品问题频出、造成损失的重要原因之一.低价、不耐用、召回,构成了“宜家式”的恶性循环,而这背后,是巨大的资源浪费.但对于因产品质量而产生的问题,宜家尚未提出解决方案.上述业内人士总结,宜家目前采取的措施多在打“擦边球”,要想真正实现可持续发展,还得从最根本的商业模式上“动刀”,改变生产环节,从源头上减少资源的消耗.
让消费者认可自己在环境方面的投入,并让其成为自己的竞争优势则不仅需要在品牌理念的宣传上下功夫.而且需要细分消费者,为有能力的绿色消费者创立一个在环保方面投入更大的高端品牌,而且应当为这一品牌设计一个更加引人注目的环保品牌标志,以及更大环保科技投入和广告投入,使其以环保为时尚的形象深入人心,利用自己强大的物流网络和服务理念,新品牌的成功将可以水到渠成,而且高端市场的利润空间和品牌效应也将为宜家带来新的发展机遇.
问题解答：
我来补答
The development trend of enterprise scale is now most of the industry. Large-scale production of large enterprises can not only bring the scale effect, thus reducing cost to improve efficiency. At the same time they also shoulder more responsibility of enterprise, and a greater pressure. There is reason to believe that large companies such as IKEA in the economic, environmental and social aspects is the efforts of the small and medium-sized enterprises do. But a lot of environmental protection investment will also lead to higher costs, as ikea is competitive advantage for companies with low price, have obvious contradiction between them.
In addition, on the use time of furniture of ikea is not in use for a long time, for the purpose of "cost of big" performance on a lower price. In fiscal 2012, according to ikea summary report, in the past 10 years, its average annual reduction of 2.6%, the cumulative decline in more than 20%. Low price strategy is the direct result of OEM profit continuously diluted, the latter more than 10% of the profits from a few years ago all the way down to less than 5%, some suppliers due to rising costs even appeared "more do more losses". Industry experts pointed out that in order to profit from the limited price space, part of the contract began to reduce the product quality, and this is ikea goods problems mount, one of the important reasons for the loss. Low price, durable, recall, constitutes the vicious circle of "ikea", and behind it, is a huge waste of resources. But for problems caused by the product quality, ikea has not yet put forward solutions. The personage inside course of study above summary, ikea measures taken in current "chip", to truly realize the sustainable development, also from the most fundamental business model "the knife", change the production process, reduce resource consumption from the source.
Let consumers by himself in the investing environment, and make its own competitive advantage is not only need the brand idea of publicity. And need to segment consumers for green consumers have the ability to create a spent more high-end brands on environmental protection, and shall provide the brand design to a more compelling environmental protection brand logo, and greater environmental protection science and technology input and advertising, make its environmental protection as the fashion image is deeply rooted in the hearts of the people, to use its own strong logistics network and service concept, the success of the new brand will be able to follow, and high-end market profit margins and brand effect will also bring new development opportunities for ikea.
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