可口可乐公司营销策略分析

随着时代的不断发展，我国饮料市场竞争日益激烈。国际跨国公司在此背景下，进入中国市场，并取得很好的经营业绩。其中可口可乐经过不断努力探索，成为中国饮料市场的第一品牌，深受人们的喜爱，这与它成功背后的营销策略是分不开的。文章从可口可乐公司的建立和发展历史入手，分析可口可乐公司的营销策略，探索成功的根源，并提出企业存在的问题及改善措施，给其他的企业带来更多的启发。

关键词：可口可乐；营销策略；SWOT优势
Abstract
With the continuous development of the economy, China's beverage market competition is becoming increasingly fierce. In this context, Coca-Cola Co. along with other multi-national corporations entered the Chinese market, achieved good operating results, and occupied the largest market share. It is continuing to expand its business in Chinese beverage market as the top brand. Coca-Cola is deeply loved by people, which is not isolated from the marketing strategy behind it. The article starts with the establishment and development history of Coca-Cola Co, and analyzes its marketing strategy and deep roots of success. This article also puts forward the problems and suggestions for the enterprise to bring more inspiration to other enterprises at the same time. And the existing problems in this corporation and improvement methods will be put forward later, which will bring more inspiration to other enterprises.

Key Words：Coca-Cola Co.; marketing strategy；SWOT advantages

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