Study on the Path and Mode of IKEA Spatial Diffusion in the Globalization Context
IKEA,a rural furniture store in Sweden 70 years ago,has become a global business empire of home furnishing supplies.IKEA,which tentacles are throughout the world presently,is transforming from a special furniture store into a life-experience commercial space.IKEA not only participates in the global process,but becomes a benchmark to lead the way of social and individual life.IKEA phenomenonthat comprises experience mode,spatial diffusion model and the global model,is attracting the attention of academia.Theoretically,its paths and types of spatial diffusion have been summarized,but the carrier and receptor does not tend to follow a single diffusion mode.The selection of mode depends not only on the characteristic of innovation itself,but also on the social background,market environment,development stage and other external factors.Though globalization has become a trend,the spatial friction caused by cultural differences is inevitable.Innovation expansion in the global scale has to comply with local culture and mingle with different cultures,aiming for a development strategy of glocalization.By tracking IKEA spatial diffusion path and mode in the context of globalization,We found that the space-axis diffusion model goes throughout the whole diffusion of IKEA,and the transnational neighboring contagious diffusion is dominant in the early stage of globalization and the global spatial scale Hierarchy Diffusion plays a leading role in the late.The strategy of IKEA spatial diffusion will significantly enlighten that of Chinese furniture multinationals going out.