A Brief Analysis On The Marketing And Communication Strategy Of Carbonated Beverage Brands In The Recent Domestic Market

As the saying goes,"advertising is the barometer of the economy".The development of advertising reflects the whole society's economic development at a certain level.Since the reform and opening up,China's economy has made remarkable achievements,and the competition with the people's life secrets is also smoky.This paper selects the carbonated beverage market which developed earlier and slightly lag behind in China,and takes Coca-Cola and Pepsi Cola,the two big carbonated beverage giants as the research typical,analyzes the external "bottle" marketing of Coca-Cola and the "feelings" marketing of Pepsi Cola,and analyzes the innovation of the carbonated beverage enterprises in the carbonated beverage market.Formulating,formulating communication strategies and other practical problems,so the research content in this paper is of practical significance.The full text is divided into five parts: the introduction mainly expounds the research background and significance of the thesis,the research innovation point and the insufficiency and the research method;the second part combs the development of the Chinese carbonated beverage market and the environment for the enterprise to carry out the communication strategy formulation.The third part is to discuss the creative communication cases of the Coca-Cola and Pepsi Cola,and discuss the two in the process of creative communication.Innovation points;the fourth part is on the basis of the analysis of the previous article,put forward the problems arising in the process of Chinese carbonated beverage market,and the fifth part is to put forward the corresponding improvement strategy and Enlightenment for the problems arising from the Chinese carbonated beverage market.It is hoped that through the specific analysis and summary of typical cases,we can sort out appropriate methods and Countermeasures for reference from related enterprises.