摘 要社交媒体作为新兴的媒体，对于企业的营销来说，是个新的平台。社交媒体时代，万物皆媒体，产品即营销。包装作为产品最后的一层“外衣”，是能够有效触达消费者的信息接触，也是品牌容易控制、成本低的“自媒体”。而可口可乐借助社交媒体，完成了一次又一次成功的包装营销。本论文将以当今社交媒体时代为背景，对可口可乐历年来几次成功包装营销进行分析，从视觉设计、营销活动、核心理念三个方面指出可口可乐的包装营销策略，最后根据中国饮料市场在包装方面提出合理建议。关键词：可口可乐；包装；社交媒体AbstractAs an emerging media, social media is a new platform for enterprise marketing. In the age of social media, everything is media and product is marketing. Packaging, as the last "coat" of products, is able to effectively reach consumers' information contact, as well as "we media" which is easy to control and low cost for brands. Coca-Cola, on the other hand, has used social media to successfully package marketing again and again. Based on the current era of social media, this paper will analyze Coca-Cola's successful packaging marketing over the years, point out Coca-Cola's packaging marketing strategy from three aspects of visual design, marketing activities and core concepts, and finally put forward reasonable Suggestions on packaging according to the Chinese beverage market.Key words: Coca-Cola; Packaging; Social media目 录............................................................1........................................................1........................................................1....................................................1........................2...................................2........................................32.3 在包装中加入青年喜爱的元素......................................43 可口可乐社交媒体时代的营销活动及营销策略..........................4............................................4....................................
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