论文部分内容阅读
可口可乐作为世界第一大饮料公司,进入中国已经有数十年,在这段时间里,可口可乐不断通过各种营销手段,包括广告策略,令其从一个彻头彻尾的舶来品,逐步进入中国人的日常生活,既保持了国际性品牌的质量和价值,时融会贯通当地文化,最终成为市场上屹立不倒的巨人。这就是可口可乐全球著名的本土化策略。春节相当于西方的圣诞节,是中国人一年中最重要的节日。在此期间,人们走亲访友,合家团聚,是饮料消费的旺季。可口可乐当然不会错过这样的机会,推出历时两个月的整合营销策略,拉近可口可乐与中国家庭的关系,使可口可乐真正进入中国人的生活,融入中国的文化。使其成为春节一个必不可少的部分。
Coca-Cola, as the world’s largest beverage company, has been in China for decades. During this time, Coca-Cola has continuously adopted various marketing methods, including advertising tactics, to gradually enter the daily life of Chinese people from an out-of-the- , Which not only maintains the quality and value of international brands, but also integrates local culture and eventually becomes a giant standing on the market. This is the world famous Coca-Cola localization strategy. The Spring Festival is equivalent to Christmas in the West and is the most important festival for Chinese people in a year. During this period, people visit friends and relatives, family reunion, is the peak season for beverage consumption. Of course, Coca-Cola will not miss this opportunity to launch a two-month integrated marketing strategy that will bring Coca-Cola closer to Chinese families and make Coca-Cola truly enter Chinese life and integrate into Chinese culture. Make it an indispensable part of Spring Festival.