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论文编号：	14360
作者编号：	2320213803
上传时间：	2023/12/12 15:14:54
中文题目：	百事可乐中国市场品牌传播策略优化研究
英文题目：	Research on the Optimization of the Brand Communication Strategy of PepsiCo in the Chinese Market
指导老师：	李桂华
中文关键字：	百事可乐；品牌传播策略；整合品牌传播；品牌形象
英文关键字：	PepsiCo;Brand communication strategy;Integrated brand communication;Brand image
中文摘要：	百事可乐是一个卓越的百年全球品牌，扎根中国42年，用不间断的努力活跃在中国市场。百事公司将中国作为最重要的战略市场之一，在积极适应中国国情、市场环境的同时，将百事可乐品牌在发源地美国及全球成功的市场经验再次复刻，并搜寻百事可乐品牌本土化的传播“密码”，形成完整清晰的品牌传播链条，经过不断地深耕和探索，时至今日，在中国市场上建立了强大的品牌资产。 本研究从品牌传播的角度，以百事可乐品牌为研究对象，综合运用文献研究法、市场调查法、案例分析法等多种研究方法，基于整合品牌传播理论、品牌形象理论等相关理论的理性认知，与品牌传播工作实践相结合进行研究，在广度上力求全面，在深度上力求精深，梳理并回顾了百事可乐在中国市场曾经或正在使用的诸多品牌传播实践，全面具体地展开书写了百事可乐品牌在中国市场上现有的品牌传播方式方法，包括如何将其全球通行品牌传播策略在中国市场上应用，如何在中国市场上进行本土化，在线下市场和线上媒体上应用的品牌传播方式等，通过市场调查、实地走访进一步了解品牌传播现状，在整合品牌传播、品牌形象两种视角下提出百事可乐品牌传播出现的问题。在充分认识百事可乐品牌传播现有问题的基础上，经过深入思考和综合研究，从整合品牌传播、品牌形象传播、CBBE模型和共鸣论三个方向为百事可乐品牌提出品牌传播策略优化建议，并提出实施优化策略的具体实施保障，以期百事可乐品牌在中国市场上能够有更好的表现，品牌得以更良好健康地建设与发展。本研究对于中国本土品牌在中国市场的传播与建设，乃至在世界范围内成为全球品牌也具有一定参考价值。
英文摘要：	PepsiCo is an outstanding century-old global brand, rooted in China for 42 years and active in the Chinese market with uninterrupted efforts. PepsiCo regards China as one of the most important strategic markets. While actively adapting to China's national conditions and market environment, PepsiCo has reproduced the successful market experience of the Pepsi brand in the United States, where the brand originated, and around the world, and searched for the localized communication "code" of the Pepsi brand to form a complete and clear brand communication chain, and has built up strong brand equity in the Chinese market to date through continuous deep cultivation and exploration. After continuous deep plowing and exploration, PepsiCo has built up a strong brand equity in the Chinese market. From the perspective of brand communication, this study takes the Pepsi brand as the research object, comprehensively utilizes a variety of research methods such as literature research method, market research method, case study method, etc., based on the rational cognition of integrating relevant theories such as brand communication theory, brand image theory, etc., and combines the study with the practice of brand communication, and seeks to be comprehensive in breadth, and profound in depth, to sort out and review many brand communication practices that have been or are being used in the Chinese market. It combs through and reviews the many brand communication practices that Pepsi has used or is using in the Chinese market, comprehensively and specifically develops and writes about the existing brand communication methods and approaches of the Pepsi brand in the Chinese market, including how to apply its globally accepted brand communication strategy in the Chinese market, how to localize it in the Chinese market, and how to apply it in the offline market and online media, etc. It also further learns about the current situation of brand communication through market surveys and on-site visits, and further understands the brand communication practices in integrating brand communication in the Chinese market. Through market research and field visits to further understand the status quo of brand communication, we put forward the problems of Pepsi's brand communication under the two perspectives of integrated brand communication and brand image. On the basis of fully understanding the existing problems of Pepsi brand communication, after in-depth thinking and comprehensive research, we put forward brand communication strategy optimization suggestions for Pepsi brand from the three directions of integrated brand communication, brand image communication, CBBE model and resonance theory, and put forward specific implementation guarantees for the implementation of optimization strategies, so as to ensure that the Pepsi brand can have better performance in the Chinese market, and that the brand can build and develop in a better and healthier way. This study is a good example for Chinese local brands in China to optimize their brand communication strategy and put forward specific implementation guarantees. This study also has certain reference value for the communication and construction of Chinese local brands in the Chinese market, and even to become a global brand in the world.
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