Coca-Cola is not only a typical American beverage with a history of 1 14 years, but also a world-famous beverage. With strong advertising and effective marketing strategies, Coca-Cola is popular all over the world, even enduring. In China, Coca-Cola advertising communication has achieved great success through localized thinking and localized management, and has become one of the preferred beverage brands in China. This paper analyzes the communication strategy of Coca-Cola in China from the perspectives of culture, values, consumer psychology and localized communication, so as to provide reference for other beverage brands in cross-cultural communication in China. This paper will analyze the advertising communication of Coca-Cola in China from the emergence, development and evolution of Coca-Cola culture and the different forms of advertising communication strategies adopted by Coca-Cola in China. Chapter 1: The history and development of Coca-Cola. Coca-Cola was made by pharmacist pemberton at his home in Atlanta, Georgia, USA, with a half-broken paddle on a large copper pot. It has a history of 1 10 years. In the century-long development, Coca-Cola has made great achievements that attract worldwide attention with its powerful advertising offensive, effective marketing strategy and years of market experience. Take 1998 as an example. At this time, the brand value of Coca-Cola has reached 83.845 billion US dollars, ranking first in the world for three consecutive years. Turnover 188 1 billion dollars, ranking 20th in the world. The profit is 3.53 billion US dollars, ranking 25th in the world; Assets1965438+400 million USD, ranking195 in the world; There are 29,500 employees, ranking 359th in the world. From 65438 to 0999, Coca-Cola became the largest beverage company in the world. In 2002, Coca Cola was the most valuable brand in the world. It beat Microsoft, Mercedes-Benz, Nokia and other top brands in the world and topped the list again. In this year, the brand value of Coca-Cola has risen to $69.64 billion. Woodruff, the former boss of Coca-Cola Company, once famously said, "Coca-Cola is 99.438+0% carbonic acid, syrup and water. If there is no advertisement, who will drink it? " Historically, Coca-Cola Company only paid attention to its advertising promotion and advertising strategy, and created many excellent, creative and influential advertisements. In order to achieve a sensational advertising effect, Coca-Cola Company spared no expense to create advertisements. In June 2006, Coca-Cola Company produced a Sprite-themed advertisement, Travel Articles, which was costly, with a strong lineup and a huge production scale. The advertisement was endorsed by popular youth idols JJ Lin, He Jie and SE7EN to form a "crystal diamond lineup" and went to Thailand to make it. Produced by an international team across China, Thailand and France, and shot with two lenses, it perfectly created the "heartbreak, heartbreak" of Sprite. Excluding the production cost of advertisements, the endorsement fees of the three spokespersons are astronomical. It is understood that SE7EN's endorsement fee is 8 million, while JJ Lin and He Jie are worth 2.5 million and 2 million respectively. Chapter II: Advertising Communication of Coca-Cola in China Section I: Analysis of consumption culture in China and consumption psychology and values of consumers in China. Coca-Cola is an American brand. To make a market abroad, we must adopt different advertising and marketing strategies, because the humanistic environment, lifestyle and quality of life are different around the world, and the consumption habits, consumption psychology and values are also different. Therefore, Dr. Du, CEO of Coca-Cola, put forward a new idea of "localized thinking and localized management" and adjusted the worldwide marketing strategy according to this idea. According to the specific situation of every country, every region and even every town, he formulated targeted advertising strategies and marketing programs, and implemented a management model of "divide and rule" rather than "centralization". In China, Coca-Cola's success is based on extensive investigation and analysis of China's culture, consumer psychology and values. Coca-Cola is a beverage brand, and consumers can only accept it if they like it and recognize it. Therefore, the advertisement of Coca-Cola must communicate effectively with consumers in a reasonable way. However, the appropriate communication method is based on extensive and targeted market research. Therefore, if Coca-Cola advertising wants to succeed in China market, it is necessary to understand the consumption culture in China, the consumption psychology and values of consumers in China and so on. Part II: The advertising communication of Coca-Cola in China. In China, Coca-Cola still insists on "localized thinking and localized marketing", but it does not rigidly influence and change China people's consumption habits and concepts with American western culture, but "adapts to local conditions" and uses China's culture and China's consumption concept to produce, sell and spread Coca-Cola. Use the concept of "localization" to guide the localization communication of Coca-Cola. 1. Localization of brand communication and integration of localization and internationalization. In China's local and overseas markets, we should combine the consumption habits, values, customs and religious beliefs of various regions, nationalities and countries, and integrate the cultural factors of various regions, countries and nationalities to realize the localization of brand communication. Brand communication should also be subdivided according to geography, population, psychology, behavior and other factors. Localization requires grasping the differences of regional markets in communication, integrating regional cultural characteristics in communication, and paying attention to the integration of various communication methods. In the process of communication, we should combine the standardization and localization of communication. To promote the brand to the global market, we must learn from Harry Reid, chairman of Ogilvy & Mather Europe Branch, "think globally and base ourselves locally." In the international market, we must achieve the integration of "center" and "place", integration and localization, and we cannot mechanically copy a certain communication model, otherwise it will only end in failure. When Coca-Cola entered China, most TV advertisements used typical American style to attract and impress consumers. During this period, most of Coca-Cola's TV advertisements were spread by American TV dramas with Chinese explanations, which left a deep impression on consumers with their typical American style and American personality. However, in China, there are many disadvantages in this way of communication. If Coca-Cola wants to be the leader of China's beverage market, it must be integrated into the culture of China. Therefore, in 1997, Coca-Cola's TV advertising strategy in China changed for the first time: it chose to shoot in China for the first time, invited advertising companies in China to design and produce for the first time, and invited actors from China to participate in the shooting for the first time. For the first time, it completely abandoned the American route that it has been insisting for many years, gained more market share and won the favor of consumers with the attitude of "China localization". 2. Coca-Cola China TV advertising. ① Fully tap and use the cultural factors of China to integrate Coca-Cola culture into China culture. Spring Festival is the most important and grand festival among the traditional festivals in China. In this family reunion festival, China people like to be lively, and convey the festive atmosphere by posting Spring Festival couplets, setting off firecrackers and folk paper-cuts. Coca-Cola seized the China people's happy reunion during the Spring Festival. In the Spring Festival series advertisements after 1997, it used firecrackers, Spring Festival couplets, paper-cuts, clay figurines, zodiac pictures and other traditional folk arts and activities representing China culture to promote Coca-Cola, showing a strong local flavor of China. Dragon is a traditional mascot in China, and dragon dancing is an important activity in traditional festivals in China. In 2000, Coca-Cola launched a new advertisement "Dragon Dance" with the help of dragon dance, which was well received by Descendants of the Dragon. Especially during the Spring Festival in 2002, Coca-Cola launched a perfect advertisement with China cultural characteristics-"clay doll Ah Fu pays a New Year call", taking a small northern village with China characteristics as an example. With a pair of clay dolls with humanized characteristics as the theme, the whole family of clay dolls drinks Coca-Cola, which sets off the festive and peaceful atmosphere. The color is festive red in China, and the image is lucky Afu doll in China. The traditional clay sculpture craft of China is adopted, which is fully integrated into the festive atmosphere of China Spring Festival and the traditional craft of China. Coca-Cola seems to have become a local beverage in China, which almost makes people forget that it is an exotic product. ② Seize the important opportunity of China and integrate into the China market. With its many years of sales experience in the world market, Coca-Cola has highly sensitive tentacles and unique and rich operating experience in major events such as politics, economy and sports. Coca-Cola has made great efforts in advertising at critical moments such as China's entry into WTO, China's successful bid for the Olympic Games and the World Cup being held in China, showing great concern and enthusiasm. Coca-Cola has become a local brand in China, and has achieved good results in communicating with consumers through this kind of communication with local nostalgia. 200 1 advertisement of commemorative cans for Beijing's successful Olympic bid reflects the keen market sense and foresight of this global enterprise. On July 3, 2006, 5438+0, 1, just after Samaranch announced that Beijing was the host country of the 2008 Olympic Games, Coca-Cola's specially designed commemorative can production line was launched in an all-round way, and Coca-Cola took this opportunity to carry out effective publicity. The advertising design of the Olympic Golden Pot also reflects the strong China characteristics: the colors are mainly red and gold, representing the celebration and victory of China, cleverly adding the Great Wall, the Temple of Heaven and various landmark buildings representing China culture, as well as pictures of various sports. Coca-Cola's coca-cola bottle splashed in the center of the can, organically combining the joy of success, the feeling of sports, the faster, higher and stronger Olympic sports spirit and Coca-Cola's corporate culture. In big letters, the jar says "Join hands with the Olympics and cheer for China". Coca-Cola's advertising campaign has been unanimously recognized by consumers all over the country, so that consumers all over the country can celebrate this historical moment with Coca-Cola. ③ Make full use of "celebrity endorsement" to communicate with consumers. The consumer groups of Coca-Cola are mainly young people. Nowadays, young people are innovative, innovative and like to try, and they have a psychology of worshipping and imitating stars, whether in movies or sports, hoping to get a psychological satisfaction of success from them. Stars are the focus of many young consumers and the best carrier for Coca-Cola to take a younger route and attract young people's attention. After China 1997, almost all the advertisements of Coca-Cola used local movie stars and sports stars in China. Because there are local stars in China, consumers in China are more aware, more concerned and more familiar, which is more attractive to consumers in China, more likely to cause consumers to imitate and more likely to arouse their desire to buy. In the film and television industry, 1999 invited May to do propaganda and use her wildness and "sister" to win the love of young people; Then use the new generation idol Nicholas Tse as Coca-Cola's digital mobilization; 200 1 use the popular idol Cecilia Cheung as the spokesperson of Coca-Cola's summer marketing activities; In 2003, Zhang Ziyi, an international movie star, joined Coca-Cola and explained a brand-new communication strategy of "grasping this feeling" through TV advertisements "Love" and "Attack". In 2006, it also spent a huge sum of money to build the "Travel Articles" of three "Crystal Diamond Lineups" of JJ Lin, He Jie and SE7EN. In the sports field, in 2000, Coca-Cola first launched a sports star as the image spokesperson in China, and invited diving queen Fu Mingxia as the spokesperson, conveying the product characteristics of Sprite, which is comfortable, fresh and crystal clear. During the 200 1 World Cup, soccer star Li Tie spoke for Coca-Cola with the slogan "Everywhere is the main battlefield", which greatly boosted the morale of the China football team. During the 2004 Athens Olympic Games, Liu Xiang, Teng Haibin and Marin became the spokesmen of Coca-Cola. In 2005, Liu Xiang, her and Shawn Yue filmed "Coca-Cola Dazzling Personality Show"; In 2007, Liu Xiang, Guo Jingjing, Yang Wei and other sports stars gathered together to cheer for the China Olympic Games. In Coca-Cola's celebrity endorsement advertisements, the extraordinary attraction of China stars to China consumers is by no means comparable to ordinary advertisements. In the advertisements endorsed by celebrities, the target consumers are unconsciously attracted by the stars, and their attitudes, emotions, buying motives and buying behaviors are all infected by the stars. In a series of celebrity endorsements of Coca-Cola, distinctive stars are used to interpret the unique personality of the brand, local stars in China are used to influence the consumption fashion in China, and localized stars are used to lead the localized market. The image of the star and the image of Coca-Cola are perfectly combined and complement each other, which makes Coca-Cola integrated into China's film and television and sports culture, and advertising also effectively promotes the brand of Coca-Cola. Chapter III: Principles and problems that should be adhered to in cross-cultural communication of beverage brands. (1). Integrate into the local market, dilute the image of outsiders and gain a mass base. (2) Combining with local culture, using local culture to package, design and spread their own brands. (3) Clear the target sales target, and accurately locate products, markets and consumers. (4) Unified and standardized brand CIS, including product packaging and visual image. (5) Incorporate local popular fashion elements, and actively use various "consumer idols" such as movies, songs and dances, sports stars, etc. to effectively spread and create popularity. (6) The advertising form should be youthful, healthy, energetic and passionate, and the form should be flexible. (7) Promotion activities should be colorful, and appropriate promotion methods should be selected according to different regions, different cultural traditions and different customs. Bibliography: 1. American Larry A. Summerwa wrote Intercultural Communication, translated by Min Huiquan, etc. China People's Publishing House. 2. The New Theory of Cross-cultural Communication was published by Wuhan University Press. 3. Cross-cultural advertising communication management. 4. Social responsibility and morality in cross-cultural advertising communication. 5. Advertising communication under the background of folklore. 6. Advertising culture. 7. Coca-Cola's brand strategy. 8. Public service marketing and Coca-Cola public service advertising analysis.