Coca-Cola's marketing strategy for sustainable development in China market
Coca-Cola's marketing strategy for sustainable development in China market
Dátum
Szerzők
Haoze, Song
Folyóirat címe
Folyóirat ISSN
Kötet címe (évfolyam száma)
Kiadó
Absztrakt
This paper provides a concise summary and in-depth analysis of the phenomenon of changing customer behaviour in the consumer market and the current state of sales in the beverage industry. The study combines current mainstream consumer behaviour and branding theories, outlining and examining their ideas and constituent links, as well as the interactive links between consumer behaviour and brands. The relationship between changes in consumer behaviour and the development of brand strategy in the beverage industry in China is integrated. Using Coca-Cola's brand strategy as the object of study, the two aspects of the original product-oriented, one-way delivery of corporate brand strategy and marketing strategy, brand value and impact on the company and consumer market are combined with the beverage industry.
Leírás
Kulcsszavak
Coca-Cola, marketing strategy, beverage