Bakosné Kiss, Virág ÁgnesHaoze, Song2022-10-252022-10-252022-10-19https://hdl.handle.net/2437/338101This 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.51enCoca-Colamarketing strategybeverageDEENK Témalista::Közgazdaságtudomány