發(fā)布時(shí)間：2018-01-20 03:00

  本文關(guān)鍵詞： 可口可樂 品牌 品牌營銷　出處：《遼寧大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來，大量中國企業(yè)紛紛實(shí)施“走出去”戰(zhàn)略，大刀闊斧地實(shí)施國際化戰(zhàn)略開拓海外市場。為此，我國本土企業(yè)正在千方百計(jì)的借助各種營銷手段以達(dá)到擴(kuò)大商品銷售，實(shí)現(xiàn)其在海外市場中獨(dú)占鰲頭占據(jù)霸主地位的目的。而在各種營銷手段并舉之時(shí)，，品牌營銷策略的重要性越來越突出，越來越受到人們的關(guān)注。事實(shí)上，走出國門實(shí)施品牌營銷策略時(shí)國內(nèi)企業(yè)曾經(jīng)出現(xiàn)了不少失敗的案例，如此一來，探究如何實(shí)施品牌營銷才能成就企業(yè)的輝煌并創(chuàng)建價(jià)值不菲的品牌資產(chǎn)成為了值得深思的問題。 本文采用理論聯(lián)系實(shí)際的方法，將可口可樂公司作為研究對(duì)象，通過系統(tǒng)全面地分析其在我國市場所成功實(shí)施的品牌營銷策略，為我國企業(yè)“走出去”實(shí)施品牌營銷策略提出對(duì)策和建議。本文大致分為七個(gè)部分，第一部分為緒論，主要介紹了論文的研究目的和現(xiàn)實(shí)意義，并對(duì)創(chuàng)新之處做了說明。第二部分介紹了品牌營銷策略的相關(guān)理論，將品牌以及品牌營銷的概念予以系統(tǒng)歸納，并提出本文對(duì)企業(yè)品牌營銷的確切定義。第三部分從宏觀環(huán)境和微觀環(huán)境對(duì)中國的營銷環(huán)境做以細(xì)致的分析。第四部分介紹了可口可樂公司在中國市場品牌營銷的發(fā)展歷程及特點(diǎn)。第五部分完整清晰的闡釋了可口可樂公司在中國所實(shí)施的品牌營銷策略。第六部分以平衡積分卡評(píng)價(jià)方法對(duì)可口可樂公司在中國所實(shí)施的品牌營銷策略效果予以評(píng)價(jià)。最后，結(jié)合可口可樂有限公司實(shí)施品牌營銷的成功經(jīng)驗(yàn)，對(duì)我國企業(yè)意圖開拓海外市場實(shí)施品牌營銷提出對(duì)策和建議，期待今后國內(nèi)企業(yè)在走出國門、走向世界實(shí)施品牌營銷策略時(shí)可以有所借鑒。
[Abstract]:In recent years, a large number of Chinese enterprises have implemented the "going out" strategy, and aggressively implementing the international strategy to open up overseas markets. Our local enterprises are doing everything possible to use various marketing means to expand the sales of goods, to achieve its dominant position in the overseas market. And in all kinds of marketing means at the same time. The importance of brand marketing strategy is becoming more and more prominent, and people pay more and more attention to it. In fact, when we go abroad to implement brand marketing strategy, there have been a lot of failed cases of domestic enterprises. Exploring how to implement brand marketing to achieve the brilliance of enterprises and create valuable brand assets has become a problem worth pondering. This paper uses the method of combining theory with practice, taking Coca-Cola Company as the research object, through the systematic and comprehensive analysis of its successful brand marketing strategy in the market of our country. This paper is divided into seven parts, the first part is the introduction, mainly introduces the purpose and practical significance of the paper. The second part introduces the related theory of brand marketing strategy, and summarizes the concept of brand and brand marketing systematically. The third part makes a detailed analysis of the marketing environment in China from the macro and micro environment. Part 4th introduces the brand marketing of Coca-Cola Company in China. Part 5th gives a complete and clear explanation of the brand marketing strategy implemented by Coca-cola in china. Part 6th uses balanced scorecard to evaluate the products implemented by Coca-Cola in china. Brand marketing strategy to evaluate the effect. Finally. Based on the successful experience of Coca Cola Co., Ltd, this paper puts forward some countermeasures and suggestions on the intention of Chinese enterprises to open up overseas markets to carry out brand marketing, and looks forward to domestic enterprises going abroad in the future. Go to the world to implement brand marketing strategy can be used for reference.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F416.82;F274;F273.2

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