题目:浅析可口可乐品牌战略及其中国营销策略研究摘要饮料行业是我国食品工业中最具潜力且发展速度最快的产业。自1980年以来我国饮料总产量平均年增长速度超过20％，并且今后仍将以10％的速度增长。面对这个巨大、诱人的市场，国内、国际众多饮料企业纷纷涌入搏杀，行业内竞争日趋激烈。然而，在占整个饮料市场总份额30％的碳酸饮料市场上，可口可乐、百事可乐长期处于垄断地位。近年来还有一些新型饮料不断涌现。在此可口可乐公司饮料为了在市场占主体地位，包装不断翻新位、统一视觉识别、体育音乐行销、广告青春动感、促销花样百变，所以本文对可口可乐公司市场营销竞争战略进行基本研究具有一定的现实意义。论文首先介绍可口可乐公司的产生以及发展情况，进而对可口可乐公司有一个初步的了解。然后对市场营销竞争策略相关理论进行了分析，以了解市场竞争策略的基本理论。接下来分析了可口可乐公司市场营销竞争策略中存在的问题，以了解可口可乐公司在市场中的优势以及竞争对手的情况；最后对可口可乐公司市场营销竞争策略提出了改进，针对可口可乐公司的劣势给予小小的建议，以求达到更高利益。[关键词]饮料行业可口可乐市场营销策略更高利益PicktoBeverageindustryisthemostpotentialanddevelopingindustryinChina'sfoodindustry.Since1980theaverageannualgrowthrateofChina'sbeverageproductionismorethan20%,andthefuturewillcontinuetogrowatarateof10%.Inthefaceofthishuge,attractivemarket,domesticandinternationallargebeveragecompaniesrushtojoin,industrycompetitionisincreasinglyfierce.However,inthemarketshareofthetotalbeveragemarket,30%ofthecarbonateddrinksmarket,Coca-Cola,PepsiColamonopolyforalongtime.Inrecentyears,thereareanumberofnewbeverageemerging.InCocaColabeveragecompanytooccupythedominantpositioninthemarket,packagingconstantlyrefurbished,unifiedvisualrecognition,music,sportsmarketing,advertisingyouthmovement,promotionamazingtricks.Therefore,thispapertotheCocaColacompanymarketingcompetitivestrategywerebasicresearchhascertainpracticalsignificance.Firstofall,thepaperintroducestheproductionanddevelopmentofCocaColaCo,andthentheCocaColaCohasapreliminaryunderstanding.Thenthetheoryofmarketingcompetitionstrategyisanalyzedinordertounderstandthebasictheoryofmarketcompetitionstrategy.Next,itanalyzestheproblemsexistinginthemarketingcompetitionstrategyoftheCocaColaCoinordertounderstandtheadvantagesoftheCocaColaCointhemarketandthesituationofthecompetitors.Finally,itputsforwardtheimprovementtotheCocaColaComarketingcompetitionstrategy.Keyword:Beverageindustry;Coca-Cola;marketingstrategy;higherinterest目录一、绪论.......................................................................................................................5（一）研究背景....................................................................................................5（二）研究意义....................................................................................................5（三）相关理论和文献综述.............................................................................5（四）研究方法....................................................................................................8（五）研究思路....................................................................................................8二、可口可乐公司的产生以及发展情况...........................................................8（一）可口可乐公司简介..................................................................................8（二）可口可乐公司产生....................................................................................
VIP
