奥林匹克营销对可口可乐品牌文化的影响-体育学专业论文.docxVIP

奥林匹克营销对可口可乐品牌文化的影响 奥林匹克营销对可口可乐品牌文化的影响 万方数据 万方数据 2 ． Coca-Cola should be established within the Olympic period from cultural personality of the brand name, the establishment of corporate brand logo and brand vision carrier, lay the foundation for the brand material culture. 3． Coca-Cola should build the bridge between corporate and consumers on the basis of brand behavior culture, expressed the brand concept culture through brand material culture accurately. 4． Coca-Cola should pay more attention to brand philosophy and make brand value became a core element of the brand culture construction system, interpret the corporate culture in different forms, increase the brand premium. 5． Olympic brand should draw on the experience of Coca-Cola branding, therefore get full development of itself. 6． Through case studies on corporate sponsors of the Olympic brand culture change, combined with the Olympic marketing theory, to further explore the way to build the Olympic brand culture. Key Words: Coca-Cola; brand culture; Olympic marketing 论文随机验证编号：BT528531645330 VI 目录 HYPERLINK \l _bookmark0 1 前言4 HYPERLINK \l _bookmark1 1.1 选题依据 4 HYPERLINK \l _bookmark2 1.1.1 可口可乐公司成功的塑造了自身的品牌文化 4 HYPERLINK \l _bookmark3 1.1.2 可口可乐通过奥林匹克营销完善了品牌文化 5 HYPERLINK \l _bookmark4 1.2 研究意义 6 HYPERLINK \l _bookmark5 2 文献综述7 HYPERLINK \l _bookmark6 2.1 营销学相关文献综述 7 HYPERLINK \l _bookmark7 2.1.1 市场营销相关文献综述 7 HYPERLINK \l _bookmark8 2.1.2 品牌营销的相关文献综述 9 HYPERLINK \l _bookmark9 2.1.3 奥林匹克营销的相关文献综述 10 HYPERLINK \l _bookmark10 2.2 品牌相关文献综述 13 HYPERLINK \l _bookmark11 2.2.1 品牌的相关文献综述 13 HYPERLINK \l _bookmark12 2.2.2 品牌文化的相关文献综述 14 HYPERLINK \l _bookmark12 2.2.3 可口可乐品牌的相关文献综述 17 HYPERLINK \l _bookmark13 3 研究对象和研究方法19 HYPERLINK \l _bookmark14 3.1 研究对象 20 HYPERLINK \l _bookmark15 3.2 研究方法 20 HYPERLINK \l _bookmark16 3.2.1 文献资料法 20 HYPERLINK \l _bookmark17 3.2.2 案例分析法 20 HYPERLINK \l _bookmark18 3.2.3 对比研究法 21 HYPERLINK \l _bookmark19 4 讨论与分析21 HYPERLINK \l _bookmark20 4.1 概念界定 21 HYPERLI