Advances in Economics, Management and Political Sciences

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Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 2

Series Vol. 6 , 27 April 2023


Open Access | Article

Research on the Marketing Strategy of Coca-Cola in China

Kexuan Chen * 1
1 University of Warwick, Coventry, Birmingham, United Kingdom,CV4 7AL

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 6, 80-84
Published 27 April 2023. © 2023 The Author(s). Published by EWA Publishing
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.
Citation Kexuan Chen. Research on the Marketing Strategy of Coca-Cola in China. AEMPS (2023) Vol. 6: 80-84. DOI: 10.54254/2754-1169/6/20220154.

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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2. Greenhalgh, S. (2019a). Making China safe for Coke: how Coca-Cola shaped obesity science and policy in China. Bmj, 364.

3. Guo, X., & Wen, M. (2021). Research on Competitive Strategy of Coca-Cola Company. 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021), 2879–2885.

4. Kraus, C. (2019). More than Just a Soft Drink: Coca-Cola and China’s Early Reform and Opening. Diplomatic History, 43(1), 107–129.

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6. Fabbian, S. (2021). Global brands connect with the local culture: advertising strategies of Coca-Cola in China.

7. Greenhalgh, S. (2019b). Science and serendipity: finding Coca-Cola in China. Perspectives in Biology and Medicine, 62(1), 131–152.

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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
© 2023 The Author(s)
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

Copyright © 2023 EWA Publishing. Unless Otherwise Stated