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1、摘要改革开放以來，饮料行业在我国市场开始逐步发展起來，外国饮料的进入给我国的饮料行业带来乂一次的高潮，经济快速的发展，人们消费水平逐步提高，饮料从箸侈品逐渐转变成了大众生活的必需品。碳酸饮料进入中国市场以后，从不被本国消费者接受到被消费者认可再到受消费者的欢迎。碳酸饮料在我国市场已成为饮料行•业的领导者。作为世界五百强企业之一的可口可乐公司，从进入屮国市场开始，一直保持着领先的地位。我国是茶饮料的故乡，传统口味的茶饮料这儿年已经发展成为最受欢迎的饮料，复合型果汁饮料因含维生素、矿物质和低聚糖成分，正在营造健康饮料的新概念，这成为继碳
2、酸饮料，瓶装水之后，饮料市场的又一引领者。木国的茶饮料，果汁类饮料的异军突起对碳素饮料有着巨人的冲击，虽然有着很人的冲击。但可口可乐公司的碳酸饮料这一项在本国市场的占有率依然达到48%。可口可乐公司是如何在屮国市场的立足40余年之久的不败之地。本文就以可口可乐公司为样本，研究可口可乐公司在中国市场的环境因索及各种促销手段，从可口可乐的政治法律环境、经济环境、社会环境、技术环境方面进行分析。从促销手段的广告促销、公关促销、互联网促销、木土化策略促销的各种方面进行总结，获得出可口可乐公司先进的促销手段，从而发现中国本土企业的促销方面的不
3、足，进而得到改进。关键词:njnnj^环境因素促俏手段AbstractSincethereformandopeninguppolicy.China"sbeverageindustrymarketbegantograduallydeveloped.ForeigndrinkshasenteredintoChina，sbeverageindustrywithanotherclimax.Rapideconomicdevelopment,theimprovementofpeopleconsumptionlevel.Dinkshavechang
4、edintoakindofthenecessitiesoflifefromasortofluxury.AftercarbonateddrinksenteringintotheChinesemarket,drinksaren"tacceptedbydomesticconsumersfirstly,blitnowitisverydefinitelypopular,carbonateddrinksinChina'smarkethasbecometheleaderofthebeverageindustry.Asoneofthetopente
5、rpriceso,theCoca-Colacompany，fromstartingtoentertheChinesemarket,hasbeenmaintainedaleadingpositionin.Chinaisthehometownofteadrinks,thetraditionaltasteofteadrinksinrecentyearshasbecomeapopulardrink,whichcompoundwithfruitjuicebeverage.Becauseitcontainsvitamins,mineralsan
6、do1igosaccharidescomposition,istocreateahealthydrinknewconcept,andthisbecameanotherleaderafterthecarbonateddrinks,bottledwater,China，steadrinksappearinginthebeveragemarkct.Theriseofthefruitjuicedrinkshasahugeimpactonthecarbonateddrinks.Althoughithasahugeimpact,theCoca-
7、Colacompanycarbonatedbeverageoccupiedaboutfortypercentofdomesticmarketshare.TheCoca-ColacompanyistheplacewhichkeepsafootholdintheChinesemeirketformorethanfortyyears.ThispapertriestosettheCoca-Colacompanyasthesample,tryingtostudythefactorsofenvironmentandvariouspromotio
8、nsofCoca-ColacompanyintheChinesemarket.ItwillbeanalysedfromCoca-Colapoliticalenvironment,economicenvironment，socialen
