Comparative Study Of The Advertising Strategies Of Wanglaoji And Coca-cola In The New Media Environment

With the increasingly fierce competition, a large number of foreign products enter the Chinese commodity market and have become the best brands in certain fields. The influence of those original China time-honored brands has been gradually lost.The arrival of the new media age not only consolidate the good development of the existing brand, as well as offer opportunity for the rise of the original China time-honored brand. Under this background, we can in virtue of the experience of the Coca-Cola advertising strategy, in order to make sure the original China time-honored brand get better development. In the meantime,take efforts to become an international brand. Therefore, compare the advertising strategy between Coca-Cola and Wanglaoji under the new media environment,so that we can find out the insufficient of the China time-honored brand and propose strategy for it.This paper finds out the shortcomings of time-honored brands and offers its own suggestions to those enterprises by analyzing the advertising strategies of Coca-Cola and Wanglaoji respectively under the new media environment.This paper is composed of five parts except introduction and conclusion. Chapter One reviews the main challenges the new era of media has brought for the spreading of those old brands. Chapter Two analyzes the advertising strategies of Coca-Cola and Wanglaoji respectively, combined with concrete examples,targeting the products, market, performance, media strategy and time of their advertisements. Chapter Four is the Comparative Study of the two companies mentioned. And Chapter Five provides some suggestions. Those time-honored brands are expected to see better development learning from those successful enterprises under the new media environment.