可口可樂(lè)公司的差異化營(yíng)銷戰(zhàn)略

市場(chǎng)營(yíng)銷論文編號(hào):YX053 論文字?jǐn)?shù):8932,頁(yè)數(shù):13 ,附任務(wù)書,開(kāi)題報(bào)告,指導(dǎo)記錄表

目 錄
摘 要 I
Abstract II
一、差異化戰(zhàn)略理論綜述 1
（一）差異化戰(zhàn)略的內(nèi)涵 1
（二）差異化戰(zhàn)略的類型 1
（三）差異化戰(zhàn)略適用條件 2
二、可口可樂(lè)差異化戰(zhàn)略分析 2
（一）可口可樂(lè)公司簡(jiǎn)介 2
（二）可口可樂(lè)公司的差異化戰(zhàn)略 2
（三）可口可樂(lè)與百事可樂(lè)的對(duì)比分析 3
三、對(duì)我國(guó)飲料行業(yè)的啟示 4
（一）我國(guó)飲料行業(yè)的發(fā)展現(xiàn)狀 4
（二）對(duì)于我國(guó)飲料行業(yè)發(fā)展的幾點(diǎn)建議 5
四、結(jié)束語(yǔ) 7
致謝 8
參考文獻(xiàn) 9

摘 要
 進(jìn)入21世紀(jì)以來(lái)，我國(guó)軟飲料工業(yè)一直保持高速發(fā)展。國(guó)際跨國(guó)公司在此背景下，大舉進(jìn)入我國(guó)飲料市場(chǎng)，并取得很好地經(jīng)營(yíng)業(yè)績(jī)。在我國(guó)飲料行業(yè)快速發(fā)展的時(shí)期，國(guó)際巨頭可口可樂(lè)公司太懂得在中國(guó)建立市場(chǎng)之道。目前，該公司在中國(guó)市場(chǎng)上占有了不可撼動(dòng)的領(lǐng)軍地位。中國(guó)巨大潛力的非碳酸飲料市場(chǎng)前景也讓可口可樂(lè)更加堅(jiān)定信心。從可口可樂(lè)本身發(fā)展到現(xiàn)在旗下眾多品牌飲料。本文以可口可樂(lè)公司為例，通過(guò)對(duì)其這些年在中國(guó)市場(chǎng)差異化營(yíng)銷策略實(shí)施狀況的分析，為我國(guó)飲料行業(yè)的更好發(fā)展提供借鑒。

 關(guān)鍵詞：差異化，現(xiàn)狀，建議

Abstract
Since the 21st century, China has kept developing high-speed soft drink industry. International multinational companies in this context, swarming into China market, and achieved good performance. In our drinks industry developing fast, international giant Coca-Cola company to establish in China's market. At present, the company in China market leading position the reigns. China's huge potential market prospect of carbonated drinks too much confidence to Coca-Cola. From Coca Cola itself to its various brand drinks. Now, Based on the Coca-Cola company as an example, through years of its difference marketingstrategy market in China, analyzing the better for our drinks industry development.

Key words: Differentiation, status ,Suggestions