摘要：品牌作为现代社会中一个非常重要的社会和经济概念，是企业的无形资产，它往往是企业提高市场占有率的有力保障。可口可乐公是一家世界顶级跨国公司，它在中国市场成功的原因主要在于它所有的广告策略都基本上以本土化经营为导向，实现了品牌战略的作用，巩固了品牌的核心价值。特别是在新的经济形势下，可口可乐将市场挑战变为转变机遇实现了企业的新发展。通过分析可口可乐的产品宣传策略，包装策略，线上线下结合等多方位的本土化策略，为中国企业将来跨出国门，预先判断商机，制定合理宣传计划，调整自身策略，抢占国外市场提供借鉴和经验。同时，通过对可口可乐公司的策略研究，我们也可以看到本土企业的不足和短板，反思产品、宣传、服务等方方面面的问题，推陈出新，以求在饮料市场中崭露头角。70260

毕业论文关键词：可口可乐 营销策略 本土化

Abstract: In modern society, the brand is a very important concept in social and economic area. The brand is enterprise’s intangible assets, its influence is often powerful weapon of enterprises to increase market share. The Coca-Cola Company as the world's top multinational enterprises, 

Its success depends mainly on its localization oriented that all the advertisement plans are focus on the local civilization. The skills help the company achieving the role of the brand strategy and consolidating the core value of the brand. Especially in the new economic situation, the company turned the challenges into opportunities to realize the new development of the enterprise. Through the analysis of the products of Coca-Cola promotion strategy, packaging strategy, power-and-power union and other all-round localization strategy, we can prejudge business opportunities, adjusting their strategy, taking reference steps and conclude some experience for the Chinese enterprises in the future. At the same time, through the study of the Coca-Cola company strategy, we can also see the shortcomings of domestic companies, thinking deeply about the product, the publicity, the service and all aspects of problems in order to take domestic company to emerge in the beverage market.

Key words: The Coca-Cola  marketing strategy  localization 

目  录

一、前言 4

二、文献综述 5

（一）可口可乐的全球广告攻略 5

（二）可口可乐的本土化策略 5

三、论文研究方法和研究问题 7

四、营销策略分析 7

（一）本土化之产品宣传策略 7

1、春节营销策略 7

2、体育营销策略 9

（二）本土化之包装策略 10

（三）本土化之线上线下策略 11

（四）本土化之社会公益策略 12

五、可口可乐的成功经验和启示 14

（一）跨文化营销势在必行，适时调整策略 14

（二）以顾客为上帝，寻求品牌归属感 14

（三）运用网络媒体，充分发挥广告效用 15

结论 17

参考文献