案例,spss,数据分析

论可口可乐的成功之道


全文字数:5000字左右  原创时间:<=2022年

【内容摘要】

论可口可乐的成功之道论可口可乐的成功之道


当今世界,经济全球化的浪潮风起云涌,各国之间的经济关联度和依存度越来越高,在这全球化进程中,跨国公司发挥了越来越重要的作用。作为全球最大的饮料零售商和跨国公司之一,可口可乐的经营模式和管理模式受到了广泛好评和普遍关注,可口可乐的成功之道值得中国的企业认真学习。本文从两个方面浅析了可口可乐公司取得成功的原因,即它的外部经营体系和内部经营体系。外部经营体系包括市场营销理论和品牌理论,而内部经营体系则包括危机管理理论和综合管理理论。通过对可口可乐成功之道的分析,本文得出了可口可乐之所以取得成功的关键,那就是实行了正确有效的市场营销战略。中国的企业应当学习可口可乐这种成功的经营模式和管理模式。

关键词:市场营销;品牌管理;成功发展


Abstract
Nowadays, the tide of the economic globalization is surging, and the economic correlation between countries is increasing. In this process of globalization, multinational corporations play an increasingly important role. As one of the world’s largest beverage retailers and multinationals, Coca-Cola’s business model and management model have received widespread concern, and the success of Coca-Cola is worthy studying seriously by Chinese enterprises. This paper analyzes the success of Coca-Cola from two aspects, namely the external system and the internal system. The external system includes marketing theory and brand theory, and internal system includes crisis theory and management theory. Through the analysis of Coca-Cola’s success model, the paper obtains the key reason why Coca-Cola succeeds, which is that it carries out correct and effective marketing strategy. The Chinese enterprises should learn the successful business model and management model from Coca-Cola.

Key Words: marketing management; Brand management; successful development

 

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