本科论文可口可乐促销效果提升策略探讨摘 要饮料市场的竞争正处于高速发展中，各品牌的竞争越来越激烈，企业对促销的高效管理方面也越加重视。第一部分主要对本论文的基础进行分析，包括研究目的，研究意义，研究方法等，最后是国内外的各个研究成果并简介可口可乐公司，第二部分结合市场调查，分析可口可乐销售现状和目标消费者特征。第三章主要结合市场调查，对可口可乐的竞争对手百事可乐进行研究与分析，调查发现可口可乐最强劲的对手百事可乐在促销方面的优势和劣势；第四章在上述分析的基础上，详细总结可口可乐存在的问题特别是促销策略及实施方面的问题，并剖析产生这些问题的主要原因；第五章将结合本人在该公司的实习经历，利用自己课上所学知识，对这些问题提出有针对性建议。关键词： 可口可乐，促销策略，促销改进 本科论文AbstractThe competition of beverage market is in the process of rapid development, the competition of major brands is becoming more and more fierce, and enterprises pay more and more attention to the efficient management of promotion. The first part is the analysis of the basis of this paper, including research purpose, research significance, research methods and so on, and finally, the domestic and foreign research results and brief introduction of Coca-Cola Company, the second part combined with market research, analysis of Coca-Cola sales status and target consumer characteristics. The third chapter mainly combines the market research, carries on the research and the analysis to the Coca-Cola competitor Pepsi Cola, the investigation finds Coca-Cola's strongest rival Pepsi Cola in the promotion aspect strength and the weakness; the fourth chapter, on the basis of the above analysis, summarizes the Coca-Cola existence question, especially the promotion strategy and the implementation question, and analyzes the main cause of these problems; The fifth chapter will combine my internship experience in the company, make use of...
