Research On Coca-Cola Brand Strategy Based On The Change Of Consumer Behavior

The year 2018 coincides with the 40th anniversary of reform and opening up.It is also the 40 years of rapid development of China's beverage industry.The beverage market has a huge potential,with a full range of categories and a growing prosperity.At the same time,China's social structure,economic reform,the market changes a very important historical transition,drink industry participants need to according to the Chinese mainland market drinks market characteristics and changes,the development trend of the review and thinking about the development of the market marketing theory in the beverage market in China and practice,innovation and development is the eternal theme.Coca-Cola is the most valuable international beverage industry brand,with advanced management system and marketing theory and concept,in the global market through the depth of localization to maintain the core competitiveness of a century famous international enterprises.Its advanced enterprise culture,enterprise structure,marketing concept and marketing strategy as well as excellent marketing mode have long been the top in the industry.But the new economic times,the drinks market consumer behavior has changed rapidly,complex and diverse,a single main brand mainly drinks market,brand aging questions let drink makers,including Coca-Cola.facing to adjust the brand strategy,to consumers as the center to transform to reshape the brand influence,keep the enterprise core competitiveness of strategic transformation.This article from the consumer behavior change and the advantages and disadvantages of Coca-Cola brand strategy and brand environment were analyzed,and the attempt to refine the advanced idea of brand strategy and combining with the current beverage market situation and development trend,the beverage consumption behavior change,the Coca-Cola brand strategy analysis,to provide the reference for the beverage industry participants.This article attempts through the SWOT,PEST,STP and porter five analysis,data analysis and other methods from Coca-Cola the current marketing environment,consumer behavior changes,and product and brand relationship and principle of the Coca-Cola brand strategy adjustment and the brand marketing strategy,and its relevant factors analysis,put forward the Coca-Cola brand strategy under the traditional and new consumption behavior change proposal and implementation strategies,such as to reposition the brand symbol meaning and comprehensive combined with personalized,diversified demand,The integration of Internet,Internet of everything,brand cross-border cooperative marketing and other ways to establish and ensure the long-term vitality of the brand and the influence of the leading brand in the beverage market,the beverage industry in China to put forward valuable reference and inspiration.