Introduction

1. What is marketing channel

Marketing channel is also called distribution channel or sales channel, that is, the route through which products (services) are transferred from producers to consumers (users).

II. The status quo of Coca-Cola Company

Coca-Cola has been one of the most famous trademarks in China. According to a Gallup survey conducted in China in 1999, 81% of consumers in China know the brand of Coca-Cola, and they have been selected as the "most popular beverage" by authoritative organizations for nine consecutive years

III. The basic strategies of Coca-Cola Company

1. Accelerate the growth of carbonated beverages, led by Coca-Cola;

Coca-Cola is the eternal theme of Coca-Cola Company, and it is also the basis for its enterprises to survive. Therefore, maintaining the continuous expansion of the market base of Coca-Cola and its categories of carbonated drinks is its primary strategy.

2. selectively expand our beverage brand series to promote the growth of interests;

At present, Coca-Cola Company is striving to develop into a comprehensive beverage company, not just a provider of carbonated drinks, so it keeps expanding its beverage series and developing new beverage products all over the world on the premise of maintaining effective profits. In 2 alone, Coca-Cola introduced 15 new beverage varieties in 45 Asian countries.

3. Improve the profitability and productivity of the product system with the bottling partner * * *;

The special bottler system is one of the main means for Coca-Cola Company to achieve its globalization goal. Therefore, it is also an important content for Coca-Cola Company to pay attention to and maintain the operation of its bottling partners.

4. Entertain guests with innovative and consistent spirit, so as to grow together in all aspects;

The idea of "* * * being rich" is the basic philosophy of Coca-Cola Company, and it is also one of the internal factors that make it become a global enterprise, and innovation is the main means for Coca-Cola Company to achieve "* * * * win".

5. Put funds into the most potential areas in each market;

6. Improve efficiency and economic benefits in all aspects.

iv. the development process of coca-cola's marketing strategy

before the 198s, coca-cola's marketing strategy mainly consisted of three points: first, to make customers affordable, which required the retail price of coca-cola's products to be appropriate to ensure that consumers could afford it; Second, let customers buy it, that is, the market distribution rate of Coca-Cola products is required to be high, so as to ensure that consumers can always buy it if they want to buy it; Third, make customers happy to buy: that is, strive to make consumers accept and like the products of Coca-Cola Company, and be willing to buy and drink it. However, with the continuous development and changes of the market and consumer consumption characteristics, after the 198s, Coca-Cola Company developed its original basic marketing strategy into a further strategy based on the actual sales situation and the company's conditions, that is, value for money, which means that the products of Coca-Cola Company are not only affordable for consumers, but also must strive to make the return value obtained by consumers meet or even exceed its efforts. The other is that Coca-Cola is ubiquitous, which requires Coca-Cola's products to penetrate into every corner of the international market, so that consumers can buy them conveniently at any time, at any place and at any time. Another is the first choice in mind, which requires that Coca-Cola's products not only be loved and accepted by consumers, but also strive to occupy consumers' minds and become their first choice products and brands for beverages.

4. Sports is also of great significance in the globalization process of Coca-Cola Company.

It is the consistent measure of Coca-Cola Company to continuously sponsor global sports events and make full use of the great influence of sports on global consumers to promote enterprise globalization.

Coca-Cola Company is not only a long-term partner of the Olympic Games and the World Cup, but also very keen to become a sponsor of various sports events and sports promotion activities. At present, Coca-Cola Company invests more than 4 billion dollars in the sports market every year, and sponsors more than 7 kinds of sports.