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论文作者:代写留学生论文论文属性:硕士毕业论文 thesis登出时间:2011-05-12编辑:zn1987点击率:4163
论文字数:14798论文编号:org201105121159139476语种:英语 English地区:美国价格:$ 66
关键词:MarketingAdvertising strategyBrand Alliance
Study of successful advertising strategy
Coca-Cola case analysis in China
Abstract
Branding Marketing has been increasingly used as the competition in the industry, since 代写留学生论文 this type of brand alliance would bring more competitive advantages to both of the company employing this activity, so the advertising strategy is very important for the brand image. With brand marketing idea, many brands with its unique content become the brand synonymous of fashionable lifestyle and the brand influence is far beyond the products above, and paying is based on the brand value rather than a product, for example Disney, Virgin and so on.
Introduction
The evolution of Marketing Theory from 4 P(product, price , place and promotion) to 4 C(consumer's need, cost, convenience and communication) , 4R (Association, response, relations, return) highlights the transformation practice from the product-oriented marketing to customer-oriented, market-oriented. Marketing nowadays focuses on the brand rather than products. Based on a unique and clear connotation positioning of the brand, it will provide customers with unique experience and value in return, brand marketing is an important concept, and it is very important to study the advertising strategy for the brand image.
This paper will focus on the analysis of the successful advertising strategy and it is very important to market brand .According to the analysis of Coca-Cola brand in China, Media ad and consumer behavior, we can study the Coca-Cola brand marketing and get market strategy well.
Chapter one Literature review
1.1Brand marketing
1.1.1 The relation between consumer action and the marketing
Even if this approach provides insights about potential target country markets, no information is provided on the within-country consumers’ heterogeneity and their response to marketing efforts. In this context it has to be stated that the globalization of consumer markets and the global acceptance of products and brands lead to a globalization of consumers’ action and attitudes. Existing studies show that on certain consumer actions, cross-cultural differences have minimal or no impact and that, under certain conditions, there is a greater similarity in the values of customers from different countries than amongst different customers in the same countries. As former communist countries turn to capitalism and developing economies become more affluent, consumer culture is spreading from the West to other parts of the world and the demand for luxury products is increasing (John F. Willenborg ,1971). Stimulated by mass media, tourism and multinational marketing campaigns, even consumers of the so-called third world seem to be starting to want luxury consumer goods –before having adequate nutrition (Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B., 2004). Therefore, it is useful to use groups of consumers instead of countries as a basis for identifying international segments (Jain 1989). Within a segment and regarding a particular ―culture-independent product category (e.g.,fashion, cars, luxuries), consumer actions do not vary across cultures or countries . For example, information search and exchange can be regarded as ―universal consumer behaviors and can be observed in all cultures. Related to the cognitive processes underlying decision making which are not cultural issues, but standardized decision-making paths that diff本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。