可口可乐促销策略分析毕业论文.doc

可口可乐促销策略分析_毕业论文
摘要
改革开放以来饮料行业在我国市场开始逐步发展起来外国饮料的进入给我国的饮料行业带来又一次的高潮经济快速的发展人们消费水平逐步提高饮料从奢侈品逐渐转变成了大众生活的必需品碳酸饮料进入中国市场以后从不被本国消费者接受到被消费者认可再到受消费者的欢迎碳酸饮料在我国市场已成为饮料行业的领导者作为世界五百强企业之一的可口可乐公司从进入中国市场开始一直保持着领先的地位我国是茶饮料的故乡传统口味的茶饮料这几年已经发展成为最受欢迎的饮料复合型果汁饮料因含维生素矿物质和低聚糖成分正在营造健康饮料的新概念这成为继碳酸饮料瓶装水之后饮料市场的又一引领者本国的茶饮料果汁类饮料的异军突起对碳素饮料有着巨大的冲击虽然有着很大的冲击但可口可乐公司的碳酸饮料这一项在本国市场的占有率依然达到48可口可乐公司是如何在中国市场的立足40余年之久的不败之地
本文就以可口可乐公司为样本研究可口可乐公司在中国市场的环境因素及各种促销手段从可口可乐的政治法律环境经济环境社会环境技术环境方面进行分析从促销手段的广告促销公关促销互联网促销本土化策略促销的各种方面进行总结获得出可口可乐公司先进的促销手段从而发现中国本土企业的促销方面的不足进而得到改进
关键词可口可乐环境因素促销手段
Abstract
Since the reform and opening up policy Chinas beverage industry market began to gradually developed Foreign drinks has entered into Chinas beverage industry with another cli Rapid economic development the improvement of people consumption levelDinks have changed into a kind of the necessities of life from a sort of luxury After carbonated drinks entering into the Chinese marketdrinks aren抰 accepted by domestic consumers firstlybut now it is very definitely popular carbonated drinks in China抯 market has e the leader of the beverage industry As one of the top enter prices o the Coca-pany from starting to enter the Chinese market has been maintained a leading position in China is the hometown of tea drinks the tradi tional taste of tea drinks in recent years has e a popular pound with fruit juicebeverage Because it contains vitamins minerals and position is to create a healthy drink new concept and this became another leader after the carbonated drinks bottled water China抯 tea drinks appearing in the beverage market The rise of the fruit juice drinks has a huge impact on the carbonated drinks Although it has a huge impact the Coca-pany carbonated beverage occupi ed about forty percent of domestic market share The Coca-pany is the place which keeps a foothold in the Chinese market for more than forty years
This paper tries to set the Coca-pany as the sampletryingto study the factors of environment and various promotions o