可口可乐本土化营销策略对中国企业的启示

本土化营销

摘 要

2001年我国加入WTO这个大家庭，中国企业面临了前所未有的挑战，如何能够在这样的现实条件下更好的发展中国企业的竞争力，应对来自各个方面的压力，已经成为中国企业面临的一个重要课题。可口可乐公司是目前全球最大的饮料公司，又是全球软饮料销售市场的领袖和先锋。“本土化”是可口可乐公司推行全球化的发展策略，在中国市场上也是本着本土化的发展策略采取特约装瓶商系统。中国企业因地、因时、因渠道制订有针对性的营销策略的能力普遍不足，所以可口可乐公司的市场营销策略，在理论和实践方面中国企业均可以获得极其重要的启示和借鉴。本文通过对可口可乐的营销组合策略进行分析，并结合中国的国情，提出了对于中国企业的一些启示和建议，最后结合海尔公司的实例，提出了海尔公司的本土化营销建议。

关键词：可口可乐；本土化营销策略；海尔；中国企业；

本土化营销

Abstract

China joined the WTO in 2001 the family, Chinese enterprises are facing unprecedented challenges, how can such a better development under realistic conditions the competitiveness of Chinese enterprises to respond to pressures from various aspects, has become China's enterprises are facing an important subject. Coca-Cola Company is the world's largest beverage company, is the global market leader in sales of soft drinks and Pioneer. "Localization" is the Coca-Cola Company to implement the development strategy of globalization, in the Chinese market is also in line with the development strategy of localization to take special bottler system. Chinese enterprises due to, because, because of channels to develop targeted marketing strategies generally insufficient capacity, so

Coca-Cola's marketing strategy, both in theory and practice Chinese companies have access to vital inspiration and reference. Based on Coca-Cola's marketing mix strategy analysis,

combined with China's national conditions, presents some inspiration for Chinese enterprises and suggestions Finally Haier instance, proposed localization Haier marketing advice.

Keywords: Coca-cola；Localization Marketing Strategy；Haier；Chinese enterprises；

本土化营销

目 录

1 可口可乐公司的概述 ............................................................................................................................... 1

2 可口可乐公司本土化营销策略分析 ....................................................................................................... 1

2.1 本土化营销对可口可乐公司的意义 .............................................................................................. 2

2.1.1取得“群众基础” .............................................................................................................. 2

2.1.2得到东道国政府“良好公民”的赞赏 .............................................................................. 2

2.1.4获得中国市场的营销专利 .................................................................................................. 2

2.1.5全球化 .................................................................................................................................. 2

2.1.6让公司“轻装上阵” .......................................................................................................... 2

2.2 可口可乐公司的本土化营销策略 .................................................................................................. 3

2.2.1 产品策略 ............................................................................................................................. 3

2.2.2 价格策略 ............................................................................................................................. 4

2.2.3 渠道策略 ............................................................................................................................. 5

2.2.4 促销策略 ............................................................................................................................. 6

3 可口可乐公司本土化营销策略对我国企业的启示 ............................................................................... 7

3.1 实现全面本土化策略 ..................................................................................................................... 8

3.2 全球视角的资源配置 ..................................................................................................................... 8

3.3 积极展开公共关系活动，塑造企业良好形象 ............................................................................. 8

3.4 持续的营销创新 ............................................................................................................................. 9

3.5 重视品牌经营，提高品牌的竞争力 ............................................................................................. 9

3.6 案例分析：对海尔集团海外本土化营销的建议 ....................................................................... 10

3.6.1 研究开发本土化 ............................................................................................................... 10

3.6.2 产品制造本土化 ............................................................................................................... 10

3.6.3 营销方式本土化 ............................................................................................................... 11

3.6.4 人力资源本土化 ............................................................................................................... 11

3.6.5 品牌本土化 ....................................................................................................................... 11

4 结论 ......................................................................................................................................................... 11

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