市场营销-可口可乐的营销策略分析论文VIP免费

浅谈可口可乐的营销策略分析【摘要】 随着经济的快速发展和人民生活质量的提高，品牌需要以更高的服务和更有效的营销策略来赢得更多的忠实消费者。营销旨在与更准确的生产，更有目的的传播，以及更好的定价。可口可乐公司作为饮料行业的龙头老大，它的营销是大众化营销的代表，但是随着市场需求的不断变化和消费者关于饮料方面观念的转变，可口可乐的营销策略正在不断调整。本文重点介绍可口可乐的营销策略，并参考相关行业信息，理论文献，案例研究和比较研究对其进行分析。通过借助SWOT分析法，归纳总结了可口可乐公司的营销策略的成功之处，并在结尾，分析了可口可乐公司的营销策略对我国企业的启示。【关键词】 可口可乐；营销策略；市场定位； The Research on the Marketing Strategy of Coca-Cola[Abstract] With the rapid development of economy and the improvement of people's living quality, the brand needs higher service and more effective marketing strategies to win more loyal consumers. Marketing aims with more accurate production, more purposeful dissemination, and better pricing. As the leader of the beverage industry, Coca-Cola company's marketing is a representative of mass marketing. However, with the constant change of market demand and the change of consumers' ideas about beverages, the marketing strategy of Coca-Cola company is also constantly adjusted. This paper takes the marketing strategy of Coca-Cola company as the research object, and analyzes its marketing strategy by consulting relevant industrial data, theoretical literature, case analysis and comparative study. By means of SWOT analysis, this paper summarizes the success of Coca-Cola's marketing strategy, and at the end, analyzes the enlightenment of Coca-Cola's marketing strategy to Chinese enterprises.[Keywords] Coca-Cola; Marketing strategy; The market localization1目 录1 前言....................................................11.1 研究背景................................................