Abstract:There are more than one hundred years in the development of Coca-Cola Company, which artfully melts Chinese traditional customs in it to win the consumers identification in china. The business idea of Coca-Cola is to “think local act local”. As the international brand has come to Chinese market which has characteristics of Chinese strong and unique culture, it needs more localizing features. In order to gain more market share, Coca-Cola are making progress to implement localization in China. Coca-Cola has gradually changed the past tradition of global unity regarding to the ways of promotion, and the activities of advertisement, promotions and others have been charged and carried out by the local companies. In recent years, promotional activities of Coca-Cola during the Spring Festival in China are refreshing. The success Coca-Cola in China is mainly due to its clear aware of cultural differences, and adopts different marketing strategies for the specific consumer groups in Chinese market. This paper discusses the effects of cultural differences in the globalization process of Coca-Cola. It hopes to give some suggestion on transnational operations of Chinese enterprises.

Key Words: cultural difference; Coca-Cola; globalization

摘 要:可口可乐的发展有百年的历史，在中国，它更是将中国的传统文化巧妙地融合起来，来赢得中国消费者的认同。“本地思维，因地制宜(Think Local Act Local)”是可口可乐公司的经营理念。作为一个国际品牌，具体到文化个性强烈的中国市场，可口可乐需要抹上更多本土化的色彩。为了获得更多的市场份额，可口可乐正在大踏步地实施中国本土化。在促销方式上，可口可乐逐渐改变了以往的全球统一的传统，广告、促销等活动由当地公司负责筹划实施。可口可乐近几年在春节期间的促销活动都让人耳目一新。可口可乐在中国的成功主要应归功于它清醒的意识到各国的文化差异，针对中国市场上特殊消费群体，采用不同的营销策略。本文主要讨论了文化差异对可口可乐品牌全球化的影响。希望通过本文的研究能够给我国企业的跨国经营提供一定的建议。

关键词：文化差异；可口可乐；全球化