可乐为其品牌老化增添生命力[文献翻译].doc

标题:Coke adds life to its aging brand
原文:Good old Coca-Cola is courting the youth culture, cranking out groovy new bottles, juices and energy drinks as it tries to put the fizz back into its business. pany's stock is a good buy right now.
Coca-Cola, one of the great symbols of American ingenuity and pride, is on the ropes.
Crushed between the triple threat of a slowdown in carbonated soda sales at home, the deteriorating image of . interests overseas and a rise in health concerns everywhere, its revenues are flagging, and Coca-Cola's stock price, though up a bit recently, is down 45% from 1998.
Yet Coke has been around a long time, and it is a fighter. And it just so happens that, in recent months, its long-dithering executives appear to have recognized their peril in a more fundamental way than in the past and are prepared to emerge from their corner, swinging.
Yes, the cola king is preparing eback. And this time it just might work.
On Wednesday, Coca-Cola reported a drop in its fourth- e, but revenue rose, and results surpassed Wall Street's expectations. pany said it had experienced surprisingly strong 3% growth in its sparkling beverages, or carbonated drinks, a business that includes trademark products like Coke and Fanta.
The secret recipe going forward, strangely enough, has nothing to do with the red can for which it is so famous. The future is mostly green,