论百事可乐公司在中国的营销策略

百事可乐公司从1981年进入中国市场到今天，取得了巨大的成功，这与其独特的营销策略密不可分。研究百事可乐公司的营销策略能够进一步了解跨国公司的营销策略，增强中国本土公司的竞争力。首先，本文介绍了百事可乐公司及其在中国的发展情况；其次，采用SWOT的分析方法对百事可乐公司在中国市场上的优势、劣势、机会和威胁进行了分析；再次，阐述了其在中国市场上的产品、价格、分销渠道和促销这四部分的一系列营销策略；最后，总结了百事可乐公司在中国市场的成就，重申主题。

关键词：百事可乐公司；中国市场；SWOT；4P策略
Abstract
Pepsi-Cola Company has achieved great successes since entering the Chinese market in 1981, which is inseparable from its unique marketing strategies. We can further understand the marketing strategies of multinational corporations and enhance the competitiveness of Chinese companies through learning Pepsi-Cola Company’s marketing strategies. First, the paper introduces Pepsi-Cola Company and its development in China, then adopts SWOT method to analyze Pepsi-Cola Company’s strengths, weaknesses, opportunities and threats in Chinese market, and closely studies the Pepsi-Cola Company’s marketing strategies in Chinese market, including a series of measures in its products, price, places (marketing channels) and promotion. Finally, Pepsi-Cola Company’s achievements in Chinese market are concluded, and the thesis of the paper is restated.

Key words: Pepsi-Cola Company; Chinese market; SWOT; 4P strategy

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