探析可口可乐的品牌经营战略.docVIP

北京林业大学本科毕业论文(设计) PAGE PAGE I 探析可口可乐的品牌经营战略 工商管理04-2班 张坤鹏 指导教师 曹芳萍 摘要 通过本人对可口可乐公司的市场地位、经营案例的分析并结合相关的理论，对可口可乐的品牌经营战略从本土化经营、多元化经营以及与体育结缘三个角度进行了探析，得出结论：品牌对于企业来说是一项重要的无形资产，而品牌经营战略则是当今商品经营的核心竞争力，对品牌的投资是长期的，不能仅贪图眼前的利益，要有足够的耐心和长远眼光，同时品牌的经营渠道也是多方面的，要结合自己的实际情况实施相应的品牌经营战略。接着以此为借鉴，结合着我国当前的国情和企业发展现状，从树立强烈的品牌战略意识、获取国际影响力、本土化以及营造优良的开发环境等四个方面对我国企业实施品牌经营战略提出了自己的建议和对策。 关键词：品牌，可口可乐，多元化，本土化，体育 The Analysis of Coca-Cola brand management strategy Business Administration 04-2 Zhang Kunpeng The instructor Cao fangping Abstract I passed the Coca-Cola companys market position, management and analysis of the case related to the combination of theory, the Coca-Cola brand management strategy from the localization management, diversified business and sport Jieyuan of the three angles, come to the conclusion: the brand Enterprises is an important intangible assets, and brand management strategy is the core of todays commodity business competitiveness, the brand is a long-term investment, not only the sake of immediate interests, have enough patience and long-term perspective, while brand The channels are also many aspects of the operation, in line with their actual conditions to implement the corresponding brand management strategy. Then as a reference, combined with Chinas current national conditions and development of enterprises, from foster a strong sense of brand strategy, access to international influence, localization and create a good development environment, and so on four aspects of Chinas enterprises to implement a brand management strategy Their recommendations and countermeasures. Key Words: Brand, Coca-Cola, pluralism, localization, sports 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc17709 引言 PAGEREF _Toc17709 1 HYPERLINK \l _Toc28498 一、研究背景 PAGEREF _Toc28498 1 HYPERLINK \l _Toc25077 二、研究目的 PAGEREF _Toc25077 1 HYPERLINK \l _Toc11076 一、 品牌理论研究 PAGE