摘要
品牌是企业经营的核心,也是企业参与市场竞争的核心能力。品牌在目标消费者心目中塑造的印象与建立的互动关系为着力点,通过对可口可乐与百事可乐近百年广告语的梳理,创造性的提出了品牌的"支点规则"与"驯养规则",并利用该规则探究了非常可乐的出路,提出了"非常可乐,非常微笑"的支点,阐述了与此匹配的消费者驯养策略,对饮料企业具有一定的借鉴意义。
Brand is the core of business management and the core competence of enterprises to participate in market competition. This article focuses on the brand＇s impression and established interaction in the minds of target consumers. Through combing Coca-Cola and Pepsi＇s nearly 100-year slogans, it creatively proposes the brands ＇ “fulcrum rules” and “domestic rules”, explores the outlet of Fortune Cola by these rules, puts forward the fulcrum of ＂Fortune cola, Fortunate smiling”, and expounds the corresponding consumer domestication strategy, which has certain reference significance for beverage enterprises.
作者
苏云
范会玲
SU Yun;FAN Hui-ling(School of Management,Lanzhou University,Lanzhou 730000,China)
出处
《兰州文理学院学报（社会科学版）》
2018年第5期61-67,共7页
Journal of Lanzhou University of Arts and Science(Social Science Edition)
基金
兰州大学教学研究项目"兰州大学管理学院市场营销专业课程体系构建与实践研究"(222000-860624)
