The Strategy Study Of Coca-Cola Company Join In Olympic Marketing

Olympic marketing has changing all the time, until 1985, TOP plan started to implement, Olympic marketing became more rigorous. This study has used the methods of document literature, expert interviews, case analysis, comparative study and so on. Olympic marketing has brought revenues for IOC, and brought a development platform for Coca-Cola company. This study aims at through the research of Coca-Cola company’s marketing strategy, analysis the accordances and differences between Olympic marketing and Coca-Cola company, perfect the market strategy of Coca-Cola company, enrich the theory of Olympic marketing, push the development of Olympic Games. The significance of this study is provides references for Coca-Cola company to have a better corporation with IOC. Here comes the conclusions:1 Through the brand alliance strategy and 4Ps marketing strategy, use the platform of market development and the straight advertising opportunities for Coca-Cola company, Coca-Cola company can provide high quality services and beverages for all people, Olympic Games can be hosted successfully, co-create values and co-share values between them.2 Coca-Cola company’s strategy also has clashes with Olympic marketing, the commercialize of Olympic Games has bring puzzles for athletes, Coca-Cola company expands itself by Olympic Games, Olympic Games has become a tool of Coca-Cola company.3 Coca-Cola company’s strategy keep reforming and innovating, become more and more mature and perfect, till 2020 TOYKO Olympic Games, Coca-Cola company will continue the strategy of sustainable development, pay more attention to water resource、agricultural resources、environmental resources and so on.Suggestions are:1 The marketing strategy of Coca-Cola company should fit the goals、 ideals and ideas of Olympic marketing, try to correspond with Olympic image. Pay more attention to product safety, avoid bringing negative affects for Olympic Games.2 Olympic Games should be more rigorous, prevent the deviate behaviors, strengthening and protecting the value of Olympic Games, Coca-Cola company should pay high attention to sustainable development and take into practice, improve brand value as a member of TOP plan at the process of implementing marketing strategy.