Analysis of enterprise communication strategy in social media 
environment
——Take Coca Cola “nickname bottle” as an example

Zhijie Li

doi:10.18686/modern-management-forum.v6i11.6613

Analysis of enterprise communication strategy in social media environment ——Take Coca Cola “nickname bottle” as an example

Zhijie Li

Abstract

with the emergence and development of new media tools such as microblogging, wechat and dithering, the behavior of
consumers has changed fundamentally. The traditional marketing strategy has not adapted to the communication requirements of enterprises
in the new environment. Enterprises must formulate appropriate communication strategies in order to achieve long-term development in the
increasingly complex environment and competitive market. This paper will take Coca Cola “nickname bottle” as an example, and analyze its
communication strategies, hoping to play a reference role in some communication problems faced by today’s enterprises.

Keywords

social media; Coca Cola; Communication strategy

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DOI: http://dx.doi.org/10.18686/modern-management-forum.v6i11.6613

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