可口可乐公司的竞争策略

该论文主要介绍了在面对竞争者时可口可乐公司的策略，这些策略分为两类：一、在应对竞争者时怎样迎接挑战；二、为了更好的提高竞争力，可口可乐公司对自身做出的策略。
为了更好的支撑这一主题，该论文分成四大部分：第一部分对可口可乐公司的发展历程和商业策略的概念做了简介；第二部分分析了可口可乐公司针对外部环境所采用的策略；第三部分是对可口可乐公司改善内部环境所采取的措施加以分析；第四部分是结论，总结可口可乐公司的经验。

关键词：可口可乐；对外策略；对内策略
Abstract

This paper concentrates on the analysis of Coca Cola’s competitive strategies. These strategies can be divided into two types. The first type is how to meet the challenges in response to the competitors. The second type is Coca-Cola Company’s own strategies in improving its competitiveness.
In order to support the thesis, the paper is divided into four parts. The first part introduces the concept of the commercial strategies and Coca Cola’s course of development. The second part analyzes the strategy used by Coca-Cola Company for its external environment. The third part is the analysis about what strategy Coca-Cola Company uses to improve its internal environment. The fourth part is the conclusion, summing up the business experience of its success in the business competitions.

Key words: Coca-Cola; internal strategy; external strategy

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