可乐为其品牌老化增添生命力[文献翻译]

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1、标题：Cokeaddslifetoitsagingbrand原文：GoodoldCoca-Colaiscourtingtheyouthculture,crankingoutgroovynewbottles,juicesandenergydrinksasittriestoputthefizzbackintoitsbusiness. Thecompany's stockisagoodbuyrightnow.Coca-Cola,oneofthegreatsymbolsofAmericaningenuityandpride,isontheropes.Crushed

2、betweenthetriplethreatofaslowdownincarbonatedsodasalesathome,thedeterioratingimageofU.S.interestsoverseasandariseinhealthconcernseverywhere,itsrevenuesareflagging,andCoca-Cola'sstockprice,thoughupabitrecently,isdown45%from1998.YetCokehasbeenaroundalongtime,anditisafighter.Anditjus

3、tsohappensthat,inrecentmonths,itslong-ditheringexecutivesappeartohaverecognizedtheirperilinamorefundamentalwaythaninthepastandarepreparedtoemergefromtheircorner,swinging.Yes,thecolakingispreparingacomeback.Andthistimeitjustmightwork.OnWednesday,Coca-Colareportedadropinitsfourth-qu

4、arternetincome,butrevenuerose,andresultssurpassedWallStreet'sexpectations.Thecompanysaidithadexperiencedsurprisinglystrong3%growthinitssparklingbeverages,orcarbonateddrinks,abusinessthatincludestrademarkproductslikeCokeandFanta.Thesecretrecipegoingforward,strangelyenough,hasnothin

5、gtodowiththeredcanforwhichitissofamous.Thefutureismostlygreen,withabignew-agehelpingoftangerineandpinkgrapefruit,andperhapsadashofjava.Longodds,bigpayoffThenewcorporateCoca-Cola,yousee,isnotreallythatintosodaatall.Whilesugarwaterwillalwaysbeatthecoreofthecompany'smission,thewayfor

6、wardisallabouthigh-conceptjuicesingroovybottles,aswellasvitaminwater,energypotionsandchilledcoffee.ConsiderCoca-Cola'smostrecent$250millionpurchase,asmall"alternative"beveragepioneercalledFuze.Ifyou'veneverheardofit,you'reprobablynota28-year-oldwoman.Inyearspast,thiswasexactlythek

7、indofconceptdrinkthesodagiantshunned.Nowit'sconsideredapotentiallifesaver.FuzewasinventedfouryearsagointheNewJerseybasementofindustryveteranLanceCollins.It'sanawesomestoryofstubbornentrepreneurship.Collinsknewtheoddswerearound97-1againstsuccess,buthethoughthesawanicheforlow-calori

8、e,high-taste,upscalejuicesforbeau