1、可口可樂-迷彩市場博弈論（Game theory of Coca-Cola camouflage Market）Take the theme - the success of Coca-ColaDate: 2011-11-11 11:05:28 source: first marketing network Author: in the west of political economy, in China must be called economic politics. Political economics focuses on the productive forces and pro

2、duction relations, and economic and political science research productivity and interpersonal relationship, economic law in Chinese is to meet the cultural environment of official identity, because China market leading is the national capital, and a non western human capital, so the economic benefit

3、s to the national interest. In order to become the main theme.By chance, a Western Coca-Cola revolution on a red cassock, read the open sesame China spell, 10 years of penance, and finally opened the Oriental wealth. Red is Chinese characteristic, red is fire, beauty is, red is the color of governme

4、nt power, Coca-Cola converted to the national rich and powerful family, and finally become a hero in the Chinese market.Coca-Colas China processIn 1927, the streets of Shanghai quietly added a drink, bite the wax tadpole. The odd taste and odd name make the drinks sell badly.So, in second years, the

5、 beverage company public newspaper, with 350 pounds reward for translation. Finally, a Shanghai professor in England, Jiang Yi, defeated all his competitors and took away the prize money. The beverage company has also been recognized by the advertising industry as far as the translation of the best

6、brand name - Coca-Cola.This is the first step for Coca-Cola to enter the Chinese market. However, 22 years later, with the withdrawal of the American embassy, Coca-Cola also withdrew from the mainland China market. Over the next 40 years, there was no such drink on the mainland market that tasted a

7、bit like Chinese medicine.In December 13, 1978, coke and Chinese enterprises signed an agreement at the Beijing Hotel. In the thirtieth year after the evacuation, Coca-Cola finally returned to the Chinese mainland market and became the first foreign company to enter the mainland. While talks between

8、 Coca Cola Co and COFCO in a conference room in the Beijing Hotel, China and the United States are negotiating a resumption of diplomatic relations in another conference room on the same floor of the hotel. This is just a scene in Hollywood blockbusters.In December 17, 1978, China and the United Sta

9、tes formally issued the joint communique on the establishment of diplomatic relations between China and the United States, announcing that the two sides agreed to establish ambassadorial diplomatic relations since January 1, 1979. This day, Coca-Cola signed the contract to enter the Chinese market,

10、only more than 90 hours. Local media in the United States have speculated whether the then president Carter was related to Coca-Colas entry into China Has Coca-Cola been aware of high-level diplomatic moves in advance? Because Carter is president of Atlanta, Coca-Colas headquarters was in Atlanta, b

11、oth sides has always been closely linked, so Coca-Cola to hear the political wind is not surprising.Let more people fall into a reverie in the back. Followed by December 18th, the CPC held in Beijing in the third Plenary Session of the 11th CPC Central Committee, the process of reform and opening up

12、 officially opened.History is so interesting. After more than a years efforts, Coca-Cola, which finally entered the Chinese market, has unwittingly become a double witness of the establishment of diplomatic ties between China and the United States and the process of Chinas reform and opening up. It

13、can be seen, and not just Chinese will give Coca-Cola the symbolic meaning, even if the United States media, also put Coca-Cola back to the mainland Chinese this business event, given the unusual political significance.Coca-Cola and the soft game of culture1, Chinas national conditionsThe introducti

14、on of Coca-Cola, before and after a total of three talks. We had a note written by Vice Premier Li Xiannian at the time, Dong Shixin recalls the translator, referring to the possibility of doing the job. This note is the introduction of Coca-Cola COFCO shangfangbaojian.Finally, the two sides formed

15、this Agreement - the United States by way of compensation trade or other payment methods, Coca-Cola can provide and canning, bottling equipment to Chinese main city and tourist area, plant filling and sales opened in China. Prior to the establishment of the Coca-Cola bottling plant, arrangements for

16、 the sale of the goods were made by COFCO head office from 1979.In 1981, abandon the Shanghai plant construction program, to build factories in Beijing, the import of concentrated juiceConcentrated juice factory was built in 1988. It is the first Sino US cooperative enterprise in china. Since the fo

17、rmula of concentrated juice has been kept secret, the United States requires the plant to be owned solely by Coca-Cola. But at that time, China did not have a precedent for foreign-owned investment, nor was it allowed by policy. Later, the Chinese representative proposed a solution: first, Coca-Cola

18、 would build two plants - a concentrated juice factory and a soda factory,Then by the United States to make China Soda factory. Then, the two factory formed a joint board, Sino US two each party holding 50%, form a cooperative enterprise. The American side readily consented.Through a series of compl

19、icated procedures, the concentrated juice factory was finally built. However, until today, Lu Bingsong, vice president of Coca Cola company, did not understand that it was obviously concentrated juice produced in China. Why should it be imported? At that time, Coca-Cola to apply for quotas six month

20、s in advance, has stamped 48 stamps, in order to transfer concentrated juice to the next door soda factory.When Coca-Cola first entered Chinese, strictly limiting sales targets of foreigners in China work, tourism, the main sales location is the friendship store and foreign Hostel Haus am Turm, whic

21、h is put forward by the Coca Cola Co. At that time, Coca-Cola also saw the complexity of entering the Chinese mainland market, so in the negotiations, offered to foreigners in China as their own target crowd.2, bind officialOnce again, Coca-Cola entered China. It has gone through three stages.The fi

22、rst stage was the Chartered bottling; in 1981, the first filling workshop supplied by the Coca Cola Co was established in Beijing, Fengtai.The second stage: cooperative investment; the Chinese government approved the establishment of joint ventures between Chinese enterprises in China and the establ

23、ishment of a Coca-Cola bottling plant. As a sign, Coca Cola Co started direct investment in china.The third stage, the comprehensive development of the Coca Cola Co in 1993; and the Ministry of light industry signed a memorandum of cooperation, the two sides is put forward based on the sincere coope

24、ration, common development and long-term development plan principle, according to the plan, the development of Coca Cola Co and 10 bottling plants in the next 5 years. Unlike previous investments, the 10 new bottling plants are mostly located in central cities in central and Western China, including

25、 Xian, Wuhan, Shenyang, Qingdao, Harbin, Taiyuan, Kunming, Hefei, Chengdu and other places. At present, the 10 home improvement bottles factory has been completed and put into production. So far, Coca Cola Co investment in China has achieved from Guangzhou, Beijing and other points, to the east coas

26、t line, and finally to cover the whole country a development process.It should be pointed out that several projects involving Coca-Colas investment have been successful. After the normal operation, the Coca Cola Co often withdraw its shares and transfer it to other joint venture partners. The linkag

27、es between the Coca Cola Co and these enterprises have changed from an asset bond into a largely licensed one.3, local elementsBrand localization:Coca-Cola partners in China is mainly state-owned large and medium-sized enterprises or collective, they licensed filling power, the majority of enterpris

28、es has been transformed, strong competitiveness, and will have, they also learn the experience and mode, then they will turn to cooperate with us, to the improvement of the original brand, expand common share market.Talent localization:Training human resources in the mainland.(1) in China, more than

29、 99% of the Coca-Cola system staff are Chinese employees; in the Coca-Cola District of Beijing, except for the general manager and chief financial officer, from Taiwan and Australia, all of them are natives of the mainland.(2) all managers of the language, not only fluent in English, and fluent Chin

30、ese, even Coca-Cola (Chinese) foreign limited company president can dialogue and joking with fluent Chinese; there are many foreign colleagues can use Cantonese and other dialects.(3) all documents are sent in two languages in both Chinese and english.Name, Chinese character, recipe, colour, folk cu

31、stom:Good names are the first step in market success. Coca-Colas name has a strong soft appeal, beyond the basic function of soda. With the great charm of Chinese characters, two characters overlap, which makes it easy to associate with the result of thirst, thirst and joy. Both forged the objective

32、 conditions, but also strengthened the objective results, is superior camouflage game skills.While Coca-Colas recipe is strictly confidential, I can still tell you. The cough syrup has no other flavor. It is the taste of Chinese traditional medicine. Coke contains Chinese cinnamon oil, licorice and

33、cinnamon. In 2000, the European Academy of food science revealed that the mysterious substances in Coca-Cola included extracts of wild peas, ginger, Mimosa, orange leaves, coca leaves, and so on.Red tide is the external factor that Coca-Cola is most closely related to Chinas national conditions. Coc

34、a-Colas red outer packing is different from the United States and South korea. There is a saying called carmine difference and transparent red and bold red. In fact, is to increase the amount of the yellow, warm, closer to the traditional red Chinese.The Spring Festival Lunar New Year series of comm

35、ercials in 1997 after the Spring Festival couplets, firecrackers are selected, paper-cut, clay doll Fu, twelve zodiac map represents the China culture of traditional folk art and folk activities to promote Coca-Cola. Fully integrated into the festive atmosphere of the Chinese New Year and the tradit

36、ional Chinese arts and crafts.4, public welfare strategyIn order to shape a positive image of corporate citizenship, in China, starting in 1993, Coca-Cola joined the sponsorship of the Hope Project ranks, and 11 years consistent. So far, the Coca Cola Co has donated nearly 100 hope primary school in

37、 China, more than 100 hope stacks, made more than 60 thousand children to return to school; in addition, Coca-Cola also donated two Coca-Cola Jiangxi star of hope high school class, and donated 8 million yuan to support the first generation of rural students in poor families.In 2001, China youth dev

38、elopment foundation and the Coca-Cola (Chinese) to promote donors Co., specifically for water irrigated forest national action to protect the mother river first wells in Hebei County of Huailai dunes tianmo. This is the Coca Cola Co following the 2000 for local donations million trees, again in the

39、dunes around wells donations, Tianmo 5, completely solve the irrigation problem of millions of trees.As Tang Hansheng, vice president of Coca-Cola China Limited, said at the first bright public prize award, Coca-Cola regards public welfare as part of its overall strategy. The enterprise not only pay

40、s money, but also pays attention to, has formed the consummation public welfare system.If the foreign brands understand this principle, the consequences will be terrible.Coca-Cola and capital hard gameThe market economy is the capital leading game, has the capital to have the resources, has the chan

41、nel, has the convenience, has the expense. The capital advantage is Coca-Colas hardware in the game China market.1, ice box strategyFirst, in order to channel can accept Coca-Cola, freezer is free, this is a small terminal may earn less than a years profit, but this seemingly warm but rival dealers,

42、 shielding. Because at that time, in the Chinese beverage or a strong seasonal products, the profit cycle is short, no beverage enterprises will give huge support to small dealers, so competition means it is behind Coca-Cola 10 years. Now Coca-Colas freezer strategy is to pay a deposit, sign the con

43、tract for more than 1 years, the freezer will be sent to you. 1 years later, the freezer will be yours and the money will be refunded to you. This is a typical American promotions: give you a lamp, then I buy long-term oil.2, fast food strategyCoca-Cola is here, and McDonalds is coming after 10. McD

44、onalds first store in Shenzhen in 1990, Coca-Colas market, after the occupation of most of the channel, soft terminal - fast food restaurants also began to deepen the consumer market. What is the deepening of the consumer market, that is, continuous consumption and consumption habits of the market s

45、trategy?. Abundant in variety of goods today, love has been referred to as fashion brand loyalty, sustainability is almost impossible, who can not drink strong hold back effectively for a long time. But Hamburg strategy can work: to lasting into the bread or the need to clamp the pie, a major demand

46、 in short with another subsidiary demand, and the collocation is not visible, is perfectly logical and reasonable, so that consumers do not resent. Another aspect of deepening consumption is to seize the child and seize the irrational consumer group, resulting in a 500 thousand annual store sales in

47、 the northern cities in the early 90s. Non rational consumption of children but also must take the rational consumption of adult, produce double consumption, coupled with Coca-Cola and Hamburg in taste and digestive physiological function of gold collocation, natural consumption doubled, indeed kill three birds. Coca-Cola and McDonalds are strategic alliance partners and alliances of interests and business models. Official confirmed: Pepsi Cola and Kentucky Fried