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摘要

差异化营销是市场竞争战略选择的重要内容，也是可口可乐营销战略的核心。本文研究以可口可乐的差异化营销策略为对象，首先对其差异化营销进行初步介绍，进而结合对其差异化营销实施环境的SWOT分析，明确可口可乐差异化营销的优势、劣势、机遇和威胁，制定促进可口可乐差异化营销战略改进的相关对策。

关键词：可口可乐；差异化营销；SWOT分析

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Abstract

The difference of marketing is an important content of market competition strategy, but also the core of Coca Cola's marketing strategy. This paper studies to Coca Cola's differentiated marketing strategy as the object, firstly the difference marketing were introduced, and then combined with the SWOT implementation of environmental alienation marketing analysis to it, clear advantages, disadvantages, opportunities and threats of Coca Cola difference marketing, formulate countermeasures to promote the Coca Cola differentiated marketing strategy improvement.

Keywords: Coca Cola; the difference of marketing; SWOT analysis

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目录

引言 .................................................................................................................................................. 5 一、理论概述 ................................................................................................................................... 5

1.1波特竞争战略理论概述 ..................................................................................................... 5 1.2竞争战略选择理论 ............................................................................................................. 6 1.3SWOT分析理论 ................................................................................................................. 6 二、可口可乐营销环境的SWOT分析 ......................................................................................... 6

2.1 优势 .................................................................................................................................... 6

2.1.1分散市场风险 .......................................................................................................... 6 2.1.2扩大目标市场范围 .................................................................................................. 7 2.1.3实现多元化发展 ...................................................................................................... 7 2.1.4提升市场占有率 ...................................................................................................... 7 2.2 劣势 .................................................................................................................................... 7

2.2.1分散单一品牌竞争力 .............................................................................................. 7 2.2.2降低市场集中能力 .................................................................................................. 8 2.2.3专业领域的竞争力不足 .......................................................................................... 8 2.2.4可能产生品牌的恶性连锁反应 .............................................................................. 8 2.3 机遇 .................................................................................................................................... 8

2.3.1居民收入能力提升 .................................................................................................. 8 2.3.2品牌市场扩大 .......................................................................................................... 9 2.3.3品牌的市场影响力显著 .......................................................................................... 9 2.3.4基础市场较好 .......................................................................................................... 9 2.4 威胁 .................................................................................................................................... 9

2.4.1通货膨胀严重影响实际消费能力 .......................................................................... 9 2.4.2国内外饮料品牌的高度竞争压力 ........................................................................ 10 2.4.3研发创新能力出现不足 ........................................................................................ 10 2.4.4基础市场逐渐虚弱 ................................................................................................ 10

三、 可口可乐公司差异化策略现状分析 ................................................................................. 10

3.1 可口可乐公司介绍 .......................................................................................................... 10 3.2可口可乐公司差异化策略内容 ....................................................................................... 11

3.2.1差异化的市场定位 ................................................................................................ 11 3.2.2差异化营销的实施措施 ........................................................................................ 11 3.2.3差异化营销活动的宣传 ........................................................................................ 12 3.2.4差异化策略中的品牌维护 .................................................................................... 12 3.3 可口可乐公司差异化竞争的效果 .................................................................................. 12 四、 优化可口可乐差异化策略的建议 ....................................................................................... 13

4.1正确认识M型市场结构，分散品牌价格层次 ............................................................. 13 4.2注重市场需求分析，调整差异化战略 ........................................................................... 13 4.3重视市场反馈，提升产品质量及服务 ........................................................................... 14

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4.4加强客户关系管理，注重对分销商的协调 ................................................................... 14 五、结论......................................................................................................................................... 15 参考文献......................................................................................................................................... 15

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