可口可乐在中国的营销策略研究

发布时间：2018-01-21 13:03

本文关键词： 市场营销本土化分销渠道　出处：《辽宁大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着改革开放，市场国际化程度的不断加深，我国饮料市场自打开开放的大门以来，不仅迎来了越来越多的外国品牌的进驻，也为我国本土饮料品牌走出国门，参与国际化竞争提供了良好的机遇。基于这种“引进来，走出去”的发展态势，我国的饮料市场在外国投资者纷纷投资的局势下，面临着更加复杂多变的市场竞争环境。其中，在中国取得最大成绩的要数世界饮料行业霸主的可口可乐公司。自其进入中国市场以来，凭借其不断积累塑造形成的品牌效应，雄厚的资金基础和高超的市场营销手段，在中国几乎占据了可乐市场近5成的比重。因此，从可口可乐公司如此成功的经验当中，我们可以通过借鉴其先进的营销理念和成功的实践经验，共同为我国企业提供参考。本文共分为六章。第一章的绪论简单介绍了本文的研究背景和研究意义。其主要内容有，自改革开放以来，随着我国消费者的消费水平不断提高，消费习惯的不断转变，饮料行业在这期间不断发展壮大。当然，随之而来的还有来自国际市场的机遇和外商品牌进驻的竞争压力。在第二章当中，本文简单介绍了可口可乐在中国的发展情况。主要包括可口可乐在中国的发展历程，叙述了其自1979年回归中国市场以来不断扩张的市场版图，在中国市场取得的成绩以及它对中国市场及消费者产生的影响。第三章是分析了可口可乐在中国市场的市场营销环境分，分别叙述了可口可乐在中国市场的宏观营销环境和微观营销环境；第四章是本文的重点，在这一章当中本文详细地分析了可口可乐在中国具体的营销策略。总的来说分为统一品牌标识策略，，产品线延伸策略，不断翻新的包装策略，分销渠道策略；第五章是讲可口可乐在中国营销策略的实施中遇到的问题。主要包括特许装瓶系统利益不一致，现代渠道快速成长带来的问题，合作伙伴和批发商积极性和效率不高，渠道服务团队的人员管理及效率问题；第六章是对策以及启示，分析了针对上述问题的营销对策以及其营销策略，旨在让本土企业能从中得到受到启发，获得受益。
[Abstract]:With the reform and opening up and the deepening of the internationalization of the market, the beverage market of our country has not only ushered in more and more foreign brands since it opened the door to the outside world, but also went abroad for our local beverage brands. Participation in international competition provides a good opportunity. Based on the development situation of "bringing in, going out", the beverage market of our country is invested by foreign investors in succession. Facing a more complex and changeable market competition environment, among them, the biggest achievement in China is the world beverage industry dominant Coca-Cola Company. Since its entry into the Chinese market. With its continuous accumulation and shaping of the brand effect, a strong financial base and superb marketing means, in China has almost occupied nearly 50% of the proportion of the cola market. From the successful experience of Coca-Cola Company, we can draw lessons from its advanced marketing concept and successful practical experience to provide reference for our country's enterprises. This paper is divided into six chapters. The introduction of the first chapter briefly introduces the research background and significance of this paper. With the changing consumption habits, the beverage industry has been growing and growing during this period. Of course, there are also the opportunities from the international market and the competitive pressure of foreign brands. In Chapter 2. This paper briefly introduces the development of Coca Cola in China, mainly includes the development of Coca-Cola in China, and describes its expanding market territory since its return to the Chinese market in 1979. The third chapter analyzes the marketing environment of Coca-Cola in China. The macro marketing environment and micro marketing environment of Coca Cola in Chinese market are described respectively. Chapter 4th is the focus of this paper. In this chapter, this paper analyzes the specific marketing strategy of Coca-Cola in China in detail. In general, it is divided into unified brand identification strategy, product line extension strategy. New packaging strategy, distribution channel strategy; Chapter 5th is about the problems encountered in the implementation of Coca-Cola 's marketing strategy in China. It mainly includes the problems caused by the inconsistent benefits of the franchise bottling system and the rapid growth of modern channels. Cooperation partner and wholesaler enthusiasm and efficiency are not high, channel service team personnel management and efficiency issues; Chapter 6th is the countermeasures and enlightenment. It analyzes the marketing countermeasures and their marketing strategies in order to make local enterprises get inspiration and benefit from them.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.82

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