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Abstract With the development of economy, businesses are paying more and more attention to marketing strategies. Marketing strategies’ starting point is customer needs. Enterprises can get quantity demanded, information of purchasing power and expectation according to their experiences. Their aim is to create customers, and it needs to take into account in a long term. Enterprises should pay much attention to marketing research and information collection, these can help to make right decisions. According right decisions, managers can promote new revolution and improve marketing situation. So many studies have proved that marketing strategies are decisive for a company. When companies plan to enter a new market, they have to re-profiling their marketing strategies if they want to reach sales goals.29081
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As leaders in beverage industry, Coca-Cola and Pepsi-Cola have a long history and both achieve success when they enter Chinese market. Although they are the most famous competitors, they all winners in their competition. Their marketing strategies are always used to compare. They have many different aspects in marketing strategies. By comparing their marketing strategies, I drew conclusions in aspect of product strategy, brand strategy and promotional strategy. They have many differences in different strategy, but they all do the best in different ways. I hope these can help more people learn importance of marketing strategies and provide suggestions for some developing enterprises.
Key Words: marketing strategies Coca-Cola Pepsi-Cola
摘要随着经济全球化的发展，市场策略越来越被各大小企业看重。市场营销策略是企业以顾客需要为出发点，根据经验获得顾客需求量以及购买力信息、商业界的期望值，有计划地组织各项经营活动，通过互相协调一致的产品策略、价格策略、渠道策略和促销策略，为顾客提供满意的商品和服务而实现企业的目标。目的是创造顾客，获取和文持顾客，要从长远的观点来考虑如何有效地战胜竞争，立于不败之地；注重市场调研，收集并分析大量的信息，只有这样才能在环境和市场的变化有很大不确实性的情况下做出正确的决策；积极推行革新，其程度与效果成正比；在变化中进行决策，要求其决策者要有很强的能力，要有像企业家一样的洞察力、识别力和决断力。
一个企业的市场策略甚至可以影响其海内外的发展。不管是什么企业，在重新进入一个新的市场时，肯定要重新规划制定适合当地市场的市场策略，这样才能达到销售目标。 因此，本文通过对可口可乐和百事可乐市场策略的研究对比，来总结出两个不同的国际品牌同时获得成功的原因。可口可乐和百事可乐作为人们最熟悉的两大竞争激烈的品牌，在进入中国市场的时候，却都获得了大大小小的成功。它们获得成功的市场策略在很多方面有不同之处，比如在产品策略、品牌策略和促销策略方面。希望能通过对比研究让人们更清楚地了解到这些，并为其他企业进行海内外发展提供借鉴。
毕业论文关键词：市场策略 可口可乐 百事可乐
Contents
Chapter One Introduction 1
Chapter Two Study on Coca-Cola 3
2.1 Coca-Cola’s marketing strategy 3
2.1.1 Product strategy 3
2.1.2 Distribution strategy 4
2.1.3 Communications strategy 5
2.1.4 Public policy 6
Chapter Three Study on Pepsi-Cola 8
3.1 Pepsi-Cola’s marketing strategy 8
3.1.1 Localization strategy 8
3.1.2 Diversified brand strategy 9