可口可乐快乐昵称瓶传播策略的研究.pdfVIP

摘 要 摘 要 经济不断发展，新媒体不断进步使得如今的企业，尤其是有着悠久历史的传统企业 面临着如何进一步发展、如何创新传播方式的现实问题。 因此，研究国际品牌在新媒体环境下的成功传播策略是十分有价值的。 本文将可口可乐公司在 2013 年夏季推出的快乐昵称瓶活动为研究对象，分析了该 活动中可口可乐公司分别在内容和形式两方面所使用的传播策略，包括其对品牌内涵的 不断丰富和在新媒体环境下对定制化传播的运用。 全文共分为五部分：绪论主要阐述论文的研究意义、国内外的相关研究成果，以及 论文的研究方法和创新点；第一章主要梳理可口可乐自创建品牌以来的传播历程和可口 可乐快乐昵称瓶的传播背景；第二和第三章为本文的重点部分，分别从内容上和形式上 分析了可口可乐快乐昵称瓶的传播策略，讨论可口可乐是如何在新媒体环境下通过对品 牌内涵的丰富和对定制化传播的巧妙应用来实现转型，吸引年轻消费者；第四章为启示， 希望可以通过对快乐昵称瓶成功传播经验的总结，整理出良好方法和对策，供我国的同 行企业借鉴学习。 关键词 可口可乐 快乐昵称瓶 传播策略 品牌核心价值 定制化传播 I Abstract Abstract New media progress, as well as economic development, makes todays enterprises, especially those traditional enterprises with long history, facing with the realistic problems of how to get further development and how to innovate its ways for survival. Therefore, the research on international brand of success in the new media environment of communication strategy is valuable. This article will launch the Coca-Cola company in the summer of 2013 happy nickname bottle activities as the research object, analyzes the activities of the Coca-Cola company used respectively on two aspects, which are the content and the form of communication strategy, including its constant enrichment on connotation of the brand in the new media environment for the spread of the custom use. The article is divided into five parts: introduction, which elaborated the research significance, the domestic and foreign related research results, as well as the paper research methods and innovations; The first chapter mainly organized the spread of Coca-Cola since it has been created and the spread of Coca-Cola happy nickname bottle background; The second chapter and the third part are the focus of this article, respectively analyzes the Coca-Cola happy nickname bottle of communication strategy from the content and form, discusses how the Coca-Cola made the spread of the customized application to realize the transformation and to attra