DEAKINMMH299复习.docx

DEAKINMMH299复习.docx

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DEAKINMMH299复习

MMH299

BusinessCommunications-Report

StudentName:

JieMa

StudentNo.:

210733071

Tutor:

TheresaYip

Lecturer:

AndrewO'Loughlin

DueDate:

9am5thSeptember9am

TableofContents

Executivesummary2

Introduction2

FourmethodsofcommunicationinIKEA2

Face-tofaceandspokencommunication2

Writtencommunication……………………………………………………………………......3

Visualcommunication3

Electroniccommunication3

Themosteffectivecommunication3

Recommendation4

Conclusion4

Referencelist5

Executivesummary

Nowadays,weareenteringaninformationage.Communicationisplayinganincreasinglyimportantroleintoday'ssuccessfulbusinesses.Timelyandeffectivecommunicationisanextremelyessentialpartofasmoothlymanagingbusiness.Ineffectivecommunicationisobstacletobusinessproductivity.Communicationinvolvestheinformationtransferfromasource（oranumberofsources）toreceiversorcustomers.Manybusinessesnowusetraditionalandeffectivemethodtocommunicatewithitsaudience,likebrochures,advertisementsandelectronicmedia.Evenmanybusinessesusemoreadvancedandfashionableplatformstocommunicationwithitscustomers,suchasthroughasaleswebsite,e-mailcommunications.Allofthesecommunicationmethodsonlyhaveapurpose—“attractcustomers.”Forexample,themostcommoncommunicationisbrochures.Businessprintanddeliveritsbrochurestomailbox,customerscanpromptlyunderstandsomeproductstheyneed.ThisreportwilldiscussthemanywaysIKEAcommunicateswiththetargetaudienceandidentifywhichwayisthemosteffectiveone.Besides,basingontheanalysismentionedabove,thisreporthassuggestedsomerecommendations.

Introduction

IKEAistheworld’slargestfurnitureretaileranditdesignsandsellsready-to-assemblefurniture,applicantsandhomeaccessories.Importantly,IKEAisawell-knownbrand,whichcomesfromthecompleteanddeepcommunicationwiththetargetcustomers.TakingIKEAasanexample,thisarticlediscusseswhattheefficientcommunicatingwaysareintheinformationage;andthenitgivessomerecommendation.

FourmethodsofcommunicationinIKEA

Inthereality,IKEAusesmanywaystotransmittheinformationofthecompanyand/ortheproductstoitscustomers,suchascollateral,advertising,telephone,activities,broadcast,magazine,andsoon.Fourcommunicatingwaysarediscussedinthefollowingparagraph.

Face-tofaceandspokencommunication

Thismethodofcommunicationisonewhichisthemostwidelyusedbecausethismethodbasicallywon’tgowrongcomparedtoothermeansofcommunication.Withface-to-face,youarenotjustanalyzingtheeachother’swordsbutalsoobservingthebodylanguagewhenyoutalktowardstoacustomer.

Thismethodismostdirectandhonest,withmanyadvantagesandsomeshortcomings.Moreinformationcouldbereceivedthroughvoice,behavior,expression,toneandothers;thetwopartiescouldconcentrateonthetopic,gettingthedesiredresultwithouttheinfluenceofotherfactors.However,thismethodhasahigherrequirementtothedistance.IntheshopofIKEA,thesalesoftenexplaintheproductstocustomersfacetoface,winningthetrustofcustomersandbuildinggoodrelationshipwiththem.Therefore,thevisitorsbecomeregularcustomers,whichthebestresultsformarketing.ForIKEAstoremanagersfromaroundtheworld，theygathertogethertomeetboardofdirectorsandtoexchangeinformationaboutwhat’sgoingontheproductdevelopment.Face-to-facecommunicationisvitalfortrainingstoremanagersaboutlatestIKEAproducts,soitisalsocriticalforsharingtheirexperiencewithcoworkerswhennewstoressetup.

Spokencommunicationcanbeinavarietyofforms.Speakingonthetelephone,organizinginterviewsandholdingmeetingsorgivingspeeches.Exceptfortalkingonthetelephone,mostofthesearealsoface-to-facecommunication.

Thecommunicationbytelephoneisamoreeconomicalway,savingtime,strength,andmoney,whichisasupplementfortheface-to-facecommunication.Themainadvantageoftelephonecommunicateistowinbyvolume.Facingthemassofcustomers,telephonecommunicationisthebestchoiceforIKEAtotouchthecustomersinthefirststep,screeningoutthepotentialbuyers.

Thisisalsoaveryconventionalmethodforbusinessestocommunicatewithcustomers,especiallyiftheywanttotalktosuppliersorcustomerswhomisfaraway.Bethatasitmay,aproblemisthatifonepersonforgettokeepnotes,afterperiodoftime,someimportantconversationsmaybecomeforgotten.

Inthereality,face-to-faceandspokencommunicationisveryimportantwhenpersuadingthecustomerstomakepurchasingorder.

Writtencommunication

Thismethodofcommunicationcanbelongorshort,suchasaquickmessagecanbewrittendownonasmallpieceofpaper.Writtencommunicationisjustasimportantasverbalornon-verbalcommunication.Becausewrittencommunicationcanpreventforgettingwhatyouhavesaidandhaveheard,evencanpreventmisunderstandings.Forinstance,thinkbacktoallthetimes,onepersonhadaconversationwithsomeonebuttheymayforgetandmisunderstandwhattheyweretalkingabout.Thescenariohasinevitablyhappenedonceortwiceinpeople’slife.Sowrittencommunicationcanhelppersontoremembertheimportantconversationsandtoclarifymessages.Writtencommunicationinbusinessincludes-letters,memoranda,agenda,reportsetcandexplainedbelow:

1.BusinessLetters

Aeye-catchinglayoutisnecessaryconditions.Thewritershouldbeverycleartothecontentofletteranddividedintoparagraphsisnecessary.Itmusthaveaclearsubjectanditshouldwrappedbyanenvelope.Itshouldbeundoubtedlysavedforfuturereferenceandcannotbedenied.Itshouldbewrittenattentivelybecauseithasinfluenceongoodwilloftheorganization.ExamplesofBusinesslettersare-salesletters,informationletters,problemlettersetc.

2.Memos

Amemo（abbreviationof‘Memorandum’）isadocumentwhichisusedtoconveyspecificinformationtoallemployeesofabusinesswhenthecompanyissuesanannouncement.Ingeneral,amemoisshortandcarriesanimportantmessagetostaff.Italsoincludesareminderaboutmeetinganddetailsforworkingschedule.

3.Reports

Areportconsistsoftheresultsoflotofinvestigation.Onceobservationsaremadeandhaveresult,thereportwillbeformedimmediately.Reportsarecrucialforanalyzingtheoperatingofthebusiness.Ithelpsorganizationtomakeimportantdecisions.

4.Agenda

Agendaisanoutlineaboutallthecontentsofthemeeting.Itshouldlistwhatthepurposeofthemeetingisandwheretheparticipantsgoing.Designerofagendashouldbecarefulandagendashouldbespecific.Designinganagendabeforemeetinghelpstheparticipantspreparedforthemeeting.

Writtencommunicationneedstobeclearbecauseiftherecipientcannotfullyunderstandthecontents,itwouldbeimpossibleforthemtoaskquestionstoapieceofpaper;theyhavetoaskthepersonwhowroteit.

Visualcommunication

Themainareasofvisualcommunicationwillbeexplainedbelow,includingtheuseofcatalogues,televisionadverts,signsandeventheprofessionalismoftheemployees.

IKEAcatalogue

IKEAshowsconsistencyinthecreativeexecutionofitscommunication.It’smostimportanttoolforbuildingrelationshipswithitscustomers,apartfromthestoresthemselves,isitscatalog,some174millioncopiesofwhichareprintedworldwidein48differenteditionsand25languages.TheIKEAcatalogueisapopularmail-ordercataloguepublishedyearlybyIKEA,whichisthemainmarketingandcommunicationtoolofIKEA.PostingthecatalogueisIKEA’skillermaceduringthecommunicationwiththecustomers,formingauniqueenterpriseculture.TheIKAEcatalogueistheoutcomeofjointeffortof150designersandphotographersallovertheworld,beingfreegivenawaytothecustomers.Printedincolor,theIKEAcataloguecombinesallkindsofproductswithaneasy-to-remembername,whichisauniquecreativitytoshowthequantityandfeatureofIKEAproducts.Offeringaninfiniteroomofimaginationforcustomers,theIKEAcatalogueprovidesanintuitiveandcompactwayforcustomerstoselecttheproducts,andguidescustomershowtodesignapersonalizedlivingenvironment.

Althoughthecostishuge,thecataloguemakesthebrandofIKEAmoretouchtheheatofcustomers,easilymovingthemwhenpresentedinfrontofthecustomers,becausethecataloguetransmitsthevalueandthefeatureoftheproducts,butalsostimulatethepurchasingdesireofcustomers.Asahigh-gradeDM,theexposuretocustomersis100%tomakeallofthecostcreatevalue.Therefore,theIKEAcatalogueisveryeconomicalinalongrun,withhugeone-timepayout.

Advertisementsandposters

Inthepast,therewasaconsensusthatadvertisingwasthebestwaytobuiltbrand.However,onlyadvertisingcouldnotkeeppacewiththechangeofmarket,theexplosionofinformation,andtheindividualneedsofcustomers,withouttheexceptedresultsasbefore.JustnowIKEAseldomemploysadvertising,andthemainpurposeofadvertisementforIKEAistostrengthentherelationshipwiththemedia.

Advertisementsaredesignedsoastocatchpotentialcustomerstoconsumeatthebusiness’workplaceorstore.Forthesakeofsales,theyhavetotakeadvantageofsalespromotionaloffersorjustpromotingtoattractcustomer’seyes.

ExamplesareshownbelowbyIKEA:

Since1985,thecompany’scampaignshavespotlightedingenioussolutionsusingIKEAproducts.Aclearpricemessagehasalsoconsistentlyformedakeypartofthiscommunicationsstrategy.IntheUnitedStates,IKEA’squirky‘lamp’commercialhaswonmajoraccoladesathome