近年来,可口可乐作为世界饮料业大王,其经营业绩不断为百事可乐所逼近,且后者大有超越之势。原因何在?作者认为,可口可乐在创新方面一直落后于百事。虽然碳酸饮料已日薄西山,但可口可乐却依然固守旧产品、旧理念,在拓展新市场方面缺乏胆略卓识。进入新世纪以来,可口可乐的营销运动一直乏善可陈。虽说即将启动的营销攻势有了明显的改观,朝着正确的方向迈进,但除非奇迹出现,否则颓势依然难以挽回。 In recent years, Coca-Cola is the king of the world’s beverage industry, and its operating performance has been continuously approached by Pepsi, and the latter has surpassed the trend. What is the reason? The author believes that Coca-Cola has always lagged behind Pepsi in innovation. Although carbonated drinks have become thinner in the West, Coca-Cola still sticks to old products and old ideas and lacks boldness in developing new markets. Since entering the new century, Coca-Cola’s marketing campaign has been lackluster. Although the upcoming marketing campaign has obviously changed, and it is moving in the right direction, unless the miracle appears, it is still difficult to recover.