Title: Marketing Strategies of Beverage Chain Enterprises in the New Media Era – A Case Study of China Coca-Cola Company
Author: Zheng Jinzhao
Advisor: Dr. Liao Zhigao
Degree: International Business Management
Major: Master of Business Administration
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 6th STIU International Conference “Innovative Leadership for Sustainable Development” on 10-11 May 2022 SECTION-5 (pp.930-938) conference proceedings
Abstract
New media has promoted the change of traditional business model, among which the biggest change was product marketing strategy and channel, which is especially critical for enterprise marketing. Therefore, how to combine the characteristics of products and the changing trend of the market, and finally determine an effective new media marketing strategy became a realistic problem that enterprises needed to solve. Under this background, the purposes of this paper were as follows:(1) To analyze the marketing strategy and operating status of China Coca-Cola Company.(2) To analyze the strengths, weaknesses, opportunities, and challenges of China Coca-Cola Company.(3) To explore the shortcomings of China Coca-Cola Company in marketing strategy.
This study used the documentary methodology to study the marketing situation of Coca-Cola Company in China, and drew the following conclusions:(1) The current marketing situation of China Coca-Cola Company was that few consumers knew about its products through new media, its brand’s marketing on online media was poor, and its marketing content on new media was insufficient.(2) The outstanding advantage of China Coca-Cola Company was that its product brand had a good reputation, a new media marketing system had been initially established, and it also had the support of national policies. The society had gradually accepted the opportunities of new media and technological reform, but its disadvantages were uneven multi-platform communication, lack of a perfect sales management and control system, popularization of products and services, and the threat of increasing communication subjects and contents and uncontrollable factors in communication.(3) The shortcomings of China Coca-Cola Company’s new media marketing strategy were that the brand communication form was not effectively combined with new media, the content of new media communication was not rich enough, the new media connection with consumers was not effective, and the consumer demand was not fully met.
The marketing strategy of China Coca-Cola Company has somewhat improved the enterprise’s sales performance. However, there is still significant room for improvement. Based on this, the sales market can be opened by combining sales channels and new media. Enriching the content of new media is also important. Strengthening communication with consumers is necessary to meet their demands. The enterprise must take responsibility for this. These measures will ensure that the sales performance of the enterprise continues to rise.
Keywords: new media era, China Coca-Cola Company, marketing strategy
Marketing Strategies of Beverage Chain Enterprises in the New Media Era – A Case Study of China Coca-Cola Company
6317195814 Zheng Jinzhao 2566 (2023) Marketing Strategies of Beverage Chain Enterprises in the New Media Era – A Case Study of China Coca-Cola Company สารนิพนธ์ (Independent Study), Advisor: Dr. Liao Zhigao, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management