Network Marketing Strategy Of Coca-Cola In China Market

Since the reform and opening up, especially after China joined the WTO in 2001,a growing number of foreign brand is ushered in China’s beverage market. The beverage market become competitivefiercely. With the rapid development of network technology in recent years, many companies pursue the further market and profitability by Network Marketing.Through advanced network market branding,strong capital base and superb marketing tool, the Coca-Cola Company become the first brand in China’s beverage market.Learning experience from Coca-Cola is worthy of our business.First, this paper introduced the background, significance of the research, innovation and deficiencies. Next, the content of network marketing, the status quo and the main obstacle to the development of network marketing were statement. The third section describes Coca-Cola China Internet Marketing Strategy, which include the Coca-Cola company network marketing, profiles and achievements. Then use SWOT to analysis Coca-Cola in China’s internet marketing advantage(Coca-Cola strong, mysterious formula, difficult to imitate, strong marketing strategies), weaknesses(firm size, which is difficult to control, high cost), opportunities(China foreign policy, the Chinese market has great potential, mergers and acquisitions, acquisition of local distinctive national brand) and challenges(other beverage brand development, demographic trends in China, China’s anti-monopoly policy).These were analysis systematically. Chinese enterprises are affectedby Coca-Cola in network marketing are highlights. Coca revelation in our network marketing to bring our FMCG industry is analyzed in the last part of this paper.Through a more systematic analysis of the Coca-Cola Company’s network marketing in China, it points out the advantages and disadvantages which can be learning and reference by China’s fast moving consumer goods industry of network marketing. Our internet marketing started late, slow development and there are many problems. There is an urgent need workable suggestions. This study may provide a basis for our FMCG food industry of network marketing. In order to enhance the development of China’s fast moving consumer goods industry of network marketing, it can provided valuable suggestions.