1、1 百事可乐的整合营销传播 学生姓名：XXX 指导老师：XXX 内容提要： 近年来，市场营销传播领域发生了翻天覆地的变化，企业为了应对日益激烈 的竞争和日新月异的市场环境改变， 百事可乐公司为了实现提升品牌价值的目标， 使用了各种营销传播手段和方法， 但是这些营销传播工具很难得到一个综合的框 架，不能给消费者统一的感受，从而企业很难得到预期的效果，使很多投入都是 徒劳的，不能达到最大的应有的收益。百事意识到了这点，进行了较大的改革， 随即将它的各种营销传播工具进行了有力的整合， 使每种营销传播方式所传递给 消费者的信息相同，只有当每种营销传播方式用同一个声音说话，企业才能和消 费者形成真正意义
2、上的有效沟通。撼动了可口可乐的霸主地位，使之在世界范围 内能够与可口可乐平分秋色，达到了相当理想的目标，使百事可乐到达了新的高 度。 关键词：百事可乐 市场营销 整合营销传播 Pepsis integrated marketing communication Abstract: In recent years, the field of marketing communications has undergone enormous changes, enterprises in order to cope with increasing competition and rapid change
3、s in the market environment, the Pepsi-Cola Company in order to achieve the goal of increasing brand value, using a variety of marketing communications means and methods, but these marketingdissemination tool is difficult to get a comprehensive framework, not unified experience to consumers, which t
4、he enterprise is difficult to get the desired effect, so many inputs are futile, can not achieve the maximum should gain. Pepsi aware of this point, the larger reform its various marketing communication tools, then strong integration, each marketing communication are passed to the consumers have the same information, only when each marketing communication speak with one voice, can enterprises and consumers the formation of effective communication in the true sense. Shake the dominance of Co
