可口可乐公司在中国的品牌营销策略研究

发布时间：2018-01-20 03:00

本文关键词： 可口可乐品牌品牌营销　出处：《辽宁大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来，大量中国企业纷纷实施“走出去”战略，大刀阔斧地实施国际化战略开拓海外市场。为此，我国本土企业正在千方百计的借助各种营销手段以达到扩大商品销售，实现其在海外市场中独占鳌头占据霸主地位的目的。而在各种营销手段并举之时，，品牌营销策略的重要性越来越突出，越来越受到人们的关注。事实上，走出国门实施品牌营销策略时国内企业曾经出现了不少失败的案例，如此一来，探究如何实施品牌营销才能成就企业的辉煌并创建价值不菲的品牌资产成为了值得深思的问题。本文采用理论联系实际的方法，将可口可乐公司作为研究对象，通过系统全面地分析其在我国市场所成功实施的品牌营销策略，为我国企业“走出去”实施品牌营销策略提出对策和建议。本文大致分为七个部分，第一部分为绪论，主要介绍了论文的研究目的和现实意义，并对创新之处做了说明。第二部分介绍了品牌营销策略的相关理论，将品牌以及品牌营销的概念予以系统归纳，并提出本文对企业品牌营销的确切定义。第三部分从宏观环境和微观环境对中国的营销环境做以细致的分析。第四部分介绍了可口可乐公司在中国市场品牌营销的发展历程及特点。第五部分完整清晰的阐释了可口可乐公司在中国所实施的品牌营销策略。第六部分以平衡积分卡评价方法对可口可乐公司在中国所实施的品牌营销策略效果予以评价。最后，结合可口可乐有限公司实施品牌营销的成功经验，对我国企业意图开拓海外市场实施品牌营销提出对策和建议，期待今后国内企业在走出国门、走向世界实施品牌营销策略时可以有所借鉴。
[Abstract]:In recent years, a large number of Chinese enterprises have implemented the "going out" strategy, and aggressively implementing the international strategy to open up overseas markets. Our local enterprises are doing everything possible to use various marketing means to expand the sales of goods, to achieve its dominant position in the overseas market. And in all kinds of marketing means at the same time. The importance of brand marketing strategy is becoming more and more prominent, and people pay more and more attention to it. In fact, when we go abroad to implement brand marketing strategy, there have been a lot of failed cases of domestic enterprises. Exploring how to implement brand marketing to achieve the brilliance of enterprises and create valuable brand assets has become a problem worth pondering. This paper uses the method of combining theory with practice, taking Coca-Cola Company as the research object, through the systematic and comprehensive analysis of its successful brand marketing strategy in the market of our country. This paper is divided into seven parts, the first part is the introduction, mainly introduces the purpose and practical significance of the paper. The second part introduces the related theory of brand marketing strategy, and summarizes the concept of brand and brand marketing systematically. The third part makes a detailed analysis of the marketing environment in China from the macro and micro environment. Part 4th introduces the brand marketing of Coca-Cola Company in China. Part 5th gives a complete and clear explanation of the brand marketing strategy implemented by Coca-cola in china. Part 6th uses balanced scorecard to evaluate the products implemented by Coca-Cola in china. Brand marketing strategy to evaluate the effect. Finally. Based on the successful experience of Coca Cola Co., Ltd, this paper puts forward some countermeasures and suggestions on the intention of Chinese enterprises to open up overseas markets to carry out brand marketing, and looks forward to domestic enterprises going abroad in the future. Go to the world to implement brand marketing strategy can be used for reference.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.82;F274;F273.2

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