可口可乐的奥运情结对中国企业的启示

中国企业都希望将自己的品牌推向世界。以可口可乐为例,对其奥运营销能获得巨大成功的原因做了分析,回溯了可口可乐的发展史及其奥运情结;其次,利用三角品牌价值测评模型,从提高社会评价度、提升消费者认同、扩大自身生产力几方面,对可口可乐的奥运营销策略进行解构;最后,指出可口可乐的成功经验对中国企业的启示。

The Inspiration of Coca-cola Olympic Emotional Ties to Chinese Enterprises

Most Chinese corporations want to have their product well-known all over the world.This article takes Coca-Cola as an example,analyses its successful Olympic-based marketing strategy.Firstly,the paper briefly introduces Coca-Cola and the history of its cooperation with the Olympic Games.Secondly,it focuses on improving social evaluation,enhancing consumer recognition and expanding its productivity to illustrate the Coca-Cola Olympic-based marketing strategy based on the triangular model for the brand value ...