可口可乐中国营销策略研究

本科论文关键词：宏观环境分析：营销策略：SWOT分析AbstractAt the end of 1970s,China began to implement the reform and opening-up policy,changingfrom planned economy to market economy.With the development of the past decades,people'slives have been improved.People have changed from the pursuit of food and clothing to the pursuitof improving the quality of life.Among them,people have turned more consumption behavior tomeet their material and spiritual needs.The beverage market has also expanded further due tochanges in people's needs.In China's huge beverage market,carbonated beverage market is anindispensable part.Faced with China's vast beverage market,various foreign-funded enterpriseshave entered China to invest and build factories in China,dividing this huge cake.The Coca-ColaCompany in the United States seized the opportunity to re-enter the Chinese market after theestablishment of diplomatic relations between China and the United States.Coca-cola has been ahousehold name since it was not known at the beginning.in the middle,coca-cola China limitedhas made great efforts.Since Coca-Cola entered China,the carbonated beverage market has been continuouslyupdated and changed,and carbonated beverage varieties are emerging one after another.Consumers will pay attention to the new products entering the market,and new problems willappear in the continuous development.Especially in recent years,the beverage market in Chinahas been continuously developing,with new categories of beverages constantly appearing,thus thecarbonated beverage market has gradually become smaller.This article will study Coca-Cola China,analyze the macro environment,SWOT and marketing mode of the beverage market incombination with the existing literature,study the shortcomings of Coca-Cola China Co.,Ltd.andput forward optimization suggestions,hoping Coca-Cola can continue to develop in the Chinesemarket.The research conclusion shows that if Coca-Cola wants to develop better in today's marketenvironment,it must increase its sales channels,make use of the advantages of China's Internet tosell,develop new marketing strategies,and break the inherent impression of consumers onCoca-Cola