HaoRan Xue

  At the beginning of October, I analyzed Coca-Cola's social media surveillance project and gave some analysis. This time, I will continue to monitor and analyze Coca-Cola’s social media strategy and express some of my views. To The Coca-Cola Company is the world's largest beverage company, founded in Georgia, USA in 1892. Coca-Cola’s main competitor is Pepsi, but Coca-Cola is still even better in terms of market share. Multi-segment positioning : The Coca-Cola Company has more than 500 non-alcoholic beverage brands, and the Coca-Cola Company’s beverages are now sold in more than 200 countries. Specifically, Coca-Cola's products meet the needs of a broad customer base. Google trends Adaptive positioning : The Coca-Cola Company pays close attention to changes in the external market and meets growing customer expectations by regularly repositioning products and services according to changes in market segments. Google trends In  Google Trends  Analysis, we can see that betw...

IKEA , as the world's highest-selling furniture retailer , most of the products it sells are not actually assembled by the company itself. And the products of this brand require you to beautify your living environment by yourself, which not only takes up a lot of time but also tests your patience. Despite this, IKEA has established a huge industry and a popular brand everywhere. This Swedish company, founded in 1943, now has 350 stores in 45 countries (including 40 in the United States). Its product design is very attractive, and the price is relatively reasonable, so it can be seen everywhere in the apartments of young people in their twenties or in the dormitories of college students. However, low prices and fashion bring only a limited amount to consumers, so IKEA has found an entry point for its bizarre marketing. Whether it's turning the model room into a whole climbing wall, or making a joke about certain technology companies, as long as it is a funny idea, IKEA will acce...

  In Chapter 14, the story of Jason Korman and Stormhoek, the winery he founded, caught my attention. In this blog, I want to talk about Nike’s social media strategy and why social media is so important . Nike is an American sportswear manufacturing multinational company. Its business scope includes the design, development, production, global marketing and sales of footwear, clothing, equipment, clothing accessories and services. The company's headquarters are located in Beaverton, Portland, Oregon. It is the world's largest supplier of sports shoes and sportswear, and a very large manufacturer of sports goods. I believe you must have seen a push about Nike while browsing Instagram . This world-renowned sports brand has 85 million fans on INS and has consistently ranked among the top 20 in the INS fan list. Every year, Nike needs to communicate with more than 1 million fans on about 200 social media accounts on different platforms. Nike is one of the world's largest brands...

  With the development of the Internet and mobile Internet, traditional companies have reduced their advertising in traditional media and turned to new media marketing. In the future, companies will turn to new media for marketing. Tesla electric cars will become a dazzling star in the future. Tesla has adopted a more avant-garde advertising method through social media platforms. More than 25% of discussions on electric vehicles on social media are related to Tesla. From 2017 to 2018, Tesla’s exposure on social media has grown faster than all competitors, and Tesla’s sales have gradually increased. With 95% of car consumers surveying via social media, this is more important than ever. So next, let's take a look at how Tesla and Elon Musk have used social media to build strong international brands. Many companies work with individuals who have many social media fans. These people are called Influencers because of their ability to influence buyer decisions. Tesla's most import...

  Introduction Coca-Cola is a kind of cola produced by the American Coca-Cola Company. On May 8, 1886, Coca-Cola was born in Atlanta, Georgia. Pharmacist John Pemberton created a flavored syrup and brought it to his block pharmacy. After mixing the syrup with soft drinks, he created this unique taste. For soft drinks that can be sold in the cold drink cabinet, Frank Robinson , a partner and accountant, named the drink "Coca‑Cola" and designed a unique font with a trademark that is still in use today. At present, Coca-Cola has a leading position in the Coke market in most countries, with daily sales of 1.9 billion copies worldwide. Social media presence Coca-Cola’s social media platforms are very extensive . The picture below shows that Coca-Cola has a large number of fans on various social media platforms. Instagram Twitter Facebook Coca-Cola's target audience Coca-Cola is a global brand. Therefore, people from all over the world can buy Coca-Cola in various malls and ...