市场营销论文：可口可乐与百事的市场竞争比较.docVIP

PAGE 毕业设计（论文） 可口可乐与百事的市场竞争比较 学生姓名 杨雅雯 学 号 20096204642537 系 部 经济贸易系 专 业 市场营销 年级班级 2009级（4）班 指导老师 陈雨轩 2012 年 目 录 摘要·······················································3 关键词·····················································3 Abstract····················································3 Key Words··················································3 1．可乐的起源···············································5 2.可口可乐与百事的发展状况··································5 2.1百事可乐发展之初·····································5 2.2红蓝相争·············································5 2.3文化定位·············································6 3.进军中国市场·············································7 3.1中国舞台············································7 3.2在中国市场的竞争策略································7 3.3广告策略············································8 4.主要产品系列············································10 5.结语····················································11 参考文献················································12 可口可乐与百事的市场竞争比较 ——争夺中国市场 学生姓名:杨雅雯 学号：2009620464253 广州华夏职业学院 经贸系 市场营销专业 指导教师：陈雨轩 职称：XXX 摘要：1885年，美国佐治亚州的一位医生制造的可口可乐，1886年，世界上第一瓶可口可乐诞生，1898年北卡罗纳州同样是药剂师出身的布拉德配制看一种治疗消化不良的药水，成为百事可乐的前身。可口可乐公司的发展和推广让可口可乐饮料风靡全球，作为挑战者的百事可乐，它并没有模仿可口可乐的广告策略，而是勇于创新，用自己独特的方式取得世界的领先地位。在中国市场的竞争上，他们八仙过海，各显神通。 关键词：可口可乐、百事公司、广告、中国市场 Abstract：In 1885 , a doctor who of Georgia in the United States invented the Coca-Cola , and the first a bottle of Coca-Cola was born in 1886 .In 1898, Caleb Braham , the pharmacist from North Carolina has preparationed a kind of potions cure the indigestion , the potions is PepsiCo . Coca-Cola is more popular in the world, and his rival—PepsiCo was going his own way, and he won the first in the world with his special way. In the Chinese market, they show theirselives by their way. Good luck. Key Words: Coca-Cola, The Company of PepsiCo, advertisement, the market of Chinese 前言 在饮料行业，可口可乐和百事可乐一个是市场领导者，一个是市场追随者（挑战者）。对于这两个分