Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 2
Series Vol. 6 , 27 April 2023
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Access | Article
Research on the Marketing Strategy of Coca-Cola in China
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Abstract
Coca-Cola is one of the most popular beverage brands in China, and a large part of its success can be attributed to the marketing approach that the company employs. The general population is the focus of the advertising and marketing campaign that Coca-Cola follows in an effort to increase both its brand recognition and brand loyalty. Therefore, this paper focuses on the marketing strategy of Coca-Cola in the Chinese market. It can be concluded that Coca-Cola's marketing strategy in China takes into consideration a wide variety of factors, including culture, demands, demographics, and age. It differentiates itself from its competitors by using unconventional public relations and advertising strategies. Coca-Cola is able to achieve the level of success it has always sought by implementing a marketing strategy in China that considers all aspects of the market, including price, promotion, advertising campaigns, product differentiation, and target audience.
Keywords
Coca-Cola, Advertising, Chinese Market, Marketing Strategy
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 2
- ISBN (Print)
- 978-1-915371-23-2
- ISBN (Online)
- 978-1-915371-24-9
- Published Date
- 27 April 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/6/20220154
- Copyright
- 27 April 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited