An Analysis Of Coca-cola’s "nickname Bottles" Communication Strategy

New media progress, as well as economic development, makes today’s enterprises,especially those traditional enterprises with long history, facing with the realistic problems ofhow to get further development and how to innovate its ways for survival.Therefore, the research on international brand of success in the new media environmentof communication strategy is valuable.This article will launch the Coca-Cola company in the summer of2013happy nicknamebottle activities as the research object, analyzes the activities of the Coca-Cola company usedrespectively on two aspects, which are the content and the form of communication strategy,including its constant enrichment on connotation of the brand in the new media environmentfor the spread of the custom use.The article is divided into five parts: introduction, which elaborated the researchsignificance, the domestic and foreign related research results, as well as the paper researchmethods and innovations; The first chapter mainly organized the spread of Coca-Cola since ithas been created and the spread of Coca-Cola happy nickname bottle background; The secondchapter and the third part are the focus of this article, respectively analyzes the Coca-Colahappy nickname bottle of communication strategy from the content and form, discusses howthe Coca-Cola made the spread of the customized application to realize the transformation andto attract young consumers by enriching its brand connotation in the new media environment.The Chapter four is the enlightenment, through the happy nickname bottle’s successfulexperience on transmission summarization; the article hopes that it could sort out thefavorable methods and countermeasures supply for our country’s enterprises some referencestudy.