可口可乐品牌文化的嬗变

发布时间：2018-09-09 20:50

【摘要】：在产品日趋同质化的今天,消费者不再满足于物质需求的消费,而是更倾向于追求心理上的满足和精神上的认同。一个百年多的老牌企业如何在风云变幻的市场竞争中屹立不倒,始终稳居霸主地位,可口可乐公司的实践给出了答案:抓住品牌文化这个企业核心竞争力,稳中有变,与时俱进。可口可乐公司在塑造品牌文化的过程中紧跟时代步伐,不断将先进的文化理念融入其独特的品牌文化,始终让企业在激烈的市场竞争中占据主动,并与几代消费者建立心灵上和情感上的沟通。本文的研究参照了朱立博士在《品牌文化战略研究》一书中提出的品牌文化构成模型,从品牌物质文化、品牌精神文化、品牌行为文化三个方面剖析可口可乐公司品牌文化的百年嬗变历程,并对我国软饮料企业品牌文化建设与发展提出了中肯的建议。
[Abstract]:With the increasing homogeneity of products today, consumers are no longer satisfied with the consumption of material needs, but tend to pursue psychological satisfaction and spiritual identity. How does an old brand enterprise of more than one hundred years stand erect in the changing market competition and always hold a dominant position? the practice of Coca Cola Company gives the answer: grasp the core competitiveness of the enterprise brand culture, and change in stability. Advance with times In the process of shaping brand culture, Coca-Cola Company keeps pace with the times, constantly integrates advanced cultural ideas into its unique brand culture, and always allows enterprises to take the initiative in the fierce market competition. And with several generations of consumers to establish spiritual and emotional communication. The research in this paper is based on the model of brand culture, which is put forward by Dr. Zhu Li in the study of Brand Culture Strategy, from the perspective of brand material culture, brand spirit culture. This paper analyzes the evolution of Coca-Cola 's brand culture in three aspects, and puts forward some pertinent suggestions for the construction and development of brand culture of soft drink enterprises in China.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.82;F274

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