The Research For The Coca-Cola China’s Corporate Social Relationship Marketing Issues And Strategies

In today’s economic, social and environmental climate, companies simply cannot formulate a good company strategy without an effective CSR policy and plan. The days of focusing only on company profitability are over. Companies today must demonstrate a strong responsibility for their actions and encourage a positive impact on everything from the communities they operate in, to the environment to consumers, employees, as well as their stakeholders.Under dual pressure faced by companies to maintain a balance between CSR and profitability, CSR marketing emerged and has become a key marketing channel for companies all around the globe.CSR marketing is defined as the leveraging of a company’s CSR strategy and actions to improve its reputation, image, generate and enhance customer loyalty, improve brand awareness, increase sales, etc., via the use of advertising, PR and other communication tools. Coca-Cola China is the research object in this paper-here, we examine the management, marketing and other related theoretical knowledge of the status of China’s beverage industry, competitors, as well as Coca-Cola China Corporate Social Responsibility for general analysis. Detailed enquiry into The Coca-Cola Company’s internal and external business practices, China’s economic climate, and interviews with Coca-Cola’s employees and consumers revealed certain problems with current CSR marketing. This abstract will discuss the main issues’causes and effects and proposal a strategy that addresses these problems. It will also demonstrate that Coca-Cola China’s CSR Marketing plays a positive role but can be improved to further enhance its position in the beverage industry.