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很多人都问过这样一个问题:可口可乐为什么能风靡全球?经过缜密的调查和分析,可口可乐公司自己认为的答案是:“我们卖的不是商品,我们卖的是一种文化,是一种美国精神。”他们发现,真正使得可口可乐拥有竞争优势的不是其遍布全球的营销网络,也不是其高超的营销技巧,而是可口可乐品牌中蕴含的独一无二的品牌精神。所谓品牌精神,即指在消费者认知中,品牌所代表、蕴含的意义、象征、个性、情感、品味等综合理念因素的总和。在产品均质化、消费
Many people have asked such a question: Coca-Cola why swept the world? After careful investigation and analysis, Coca-Cola think the answer is: “We are not selling goods, we sell is a culture, is a kind of United States Spirit. ”" They found that Coca-Cola really make a competitive advantage not its global marketing network, nor its superb marketing skills, but the unique brand of Coca-Cola brand contains. The so-called brand spirit, that is, in consumer awareness, the brand represents, contains the meaning, symbol, personality, emotion, taste and other comprehensive concept of the sum of factors. In the product homogenization, consumption