蝇蝇的个人主页 - 老虎社区

蝇蝇

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IP属地：北京

197关注

2粉丝

4主题

0勋章

2021-06-14

学好股市，赢天下

2021-06-13

股市是个大学堂

2021-06-10

股市是个大学堂，

2021-05-15

股市如战场，既要有谋，更要有胆。

2021-05-15

股市如战场，既要有谋，更要有胆。

2021-04-27

股市是个大学堂，

2021-04-26

老虎证券内容广泛，值得学习

2021-04-20

阅，学习学习，再学习

2021-04-15

学习无止境

2021-04-09

学习是不可缺少的

2021-04-07

股市是个持久的战场

2021-04-05

非常好

@扑克投资家:可口可乐百年营销史

2021-04-01

投资才会有希望

2021-03-29

股市有待拥有

2021-03-27

股市值得拥有

2021-03-23

股市是个大学堂

2021-03-21

强，加油，

2021-03-17

永远值得学习，

2021-03-16

好，加强学习

2021-03-13

学习，学习，再学习

去老虎APP查看更多动态

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者&nbsp;|&nbsp;杨泽 来 源&nbsp;|&nbsp;TopMarketing 前言 有的人认为可口可乐是夏天必备的消暑佳品、 有的人认为可口可乐是总价3块钱，第一口值2块5的快乐源泉、 还有的人认为可口可乐是美国文化的一个重要符号 …… 那么，可口可乐究竟是什么？ 1985年，刚刚百年的可口可乐经历了一次前所未有的品牌至暗时刻：面对百事可乐销量的快速增长，可口可乐的首位外籍CEO郭思达决定改变可口可乐原有配方以达到面向更多用户群体的效果。不仅减少气泡、提升甜度使可乐的口感更加柔和，还花费400万美元进行了一次由13个城市的19.1万名消费者参加的口味盲测——新可乐以61%比39%获得了压倒性胜利。 一切准备就绪，同年4月，可口可乐举办了一次超越阿波罗登月传播效果的盛大发布会，让81%的美国人在24小时内知道了可口可乐改变配方的消息。然而，这次改变使可口可乐公司迎接了一场无法预料的噩梦。 从最初的**电话到**游行，无数的用户对于口味更好的可口可乐表达了他们出奇的愤怒。不止如此，老对手百事可乐也趁此机会火上浇油，将新可乐发布会当天定为“百事可乐日”，并嘲讽说既然可口可乐希望自己的味道更像百事可乐，那人们为什么不直接买百事可乐就好了。最终，可口可乐不得不将配方改回来以平民愤。 可口可乐错了吗？ 从产品角度看，大规模盲测已经证明了新配方的受欢迎程度。然而，可口可乐公司没考虑到的是，1985年的可口可乐已经从一瓶口感甜蜜、气泡充足、能给人带来愉悦的饮料演变成了在情感层面能给人带来欢乐的独特品牌。它更像是全球最具影响力国家重要的一部分，无论经济层面还是文化层面。值得敲黑板的是，消费者已经从理性购买产品转变为非理性消费品牌——而这正是支撑可口可乐百年间畅销的核心动力。在这一畅销的百年中，更是创造了诸如可口可乐神秘配方、圣诞老人、蓝红之争等营销史上著名案例。 通常","listText":"作 者&nbsp;|&nbsp;杨泽 来 源&nbsp;|&nbsp;TopMarketing 前言 有的人认为可口可乐是夏天必备的消暑佳品、 有的人认为可口可乐是总价3块钱，第一口值2块5的快乐源泉、 还有的人认为可口可乐是美国文化的一个重要符号 …… 那么，可口可乐究竟是什么？ 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