A Research On Coca-Cola Marketing Strategy In China

Since the reformation and opening policy, especially the Chinese drink market, the soft drinks market has unceasingly developed, prospered gradually, simultaneously, the competition is also intense along with it day by day. Coca-Cola as the world soft drinks industry giant, since had returned to the Chinese market, relies on its formidable brand, the abundant fund, the advanced management, the remarkable marketing, Coca-Cola has become the new home head of the profession. This article draws up from its excellent marketing strategy obtains, attempts to apply the marketing strategy theories frame as foundation, through its experiences analysis, rules summary, offers the professional references.This article divides into six chapters. The first chapter is the research background introduction, research significance and literature summary. Mainly introduced since the reformation and opening policy, with the fast development of our national drink industry, it has become one of our fastest development and most potential industries, but with the competition becoming more and more intense, many other problems occurred. The second chapter simply introduced Coca-Cola's development in china. Focus on the Coca-Cola in China's development course, narrated the process which gradually grows strong in mainland with the strategy "point to line to surface", as well as the tremendous contribution devotes to China; The third chapter is the analysis of the Coca-Cola marketing environment. Emphasize on the analysis of Coca-Cola macroscopic. environment and industrial environment. Furthermore, base on these analyses, with the tool of SWOT analysis, it analyzes the Coca-Cola market competition as well as its market niche strategy. The fourth chapter summaries the emphases and key points of this article, focus on the analysis of Coca-Cola in China's marketing concrete strategy. Mainly analyzes the marketing network establishment and maintenance, including series strategies of product, package, pricing, retail, advertising, promotion, public relations building, network establishment and so on; The fifth chapter introduces the execution of Coca-Cola's marketing strategy in china which base on the analysis of organizational structure design, the Coca-Cola cultural reconstruction and the staff development program; The sixth chapter discusses about the enlightenment and inspiration that offers for china local enterprises, which is also one of the article objectives, through the detail analysis of Coca-Cola's successful marketing experiences and the questions which exist in china local Enterprise, we wish china local enterprises can learn, improve and benefit from the experiences.