Abstract:In the global competition with the rapid evolution of science and technology, consumers need to constantly understand the enterprises’ business scope and population cities how to transfer from one place to another, therefore marketing strategies become important factors for the survival and development of enterprises, let alone enterprises prosperity. The unique characteristics of marketing activities in normal circumstances were not easy to be perceived by the opponents, always difficult to be followed up, and other companies have to spend a lot of time concentrating on marketing strategy planning and implementation, that’s to say, the special strategy often can create absolute market advantages

　　Marketing strategy is like a sharp-edged sword, which the warrior could make full use of to be successful to the end. Once upon a time, some well-known brand name disappeared from the marketing. It lets us know how hard the success is and the changes in the marketing strategy.

　　China today is in the open market, and all corporations face more intense competition. As China's beverage marketing leader - Coca Cola, what does the Coca-Cola company use its own marketing strategy to survival and development?

Key words: Global Competition; Marketing Strategies; Market Advantage; Impact；Survival; Development

中文摘要:以全球性竞争为标志的时代，科学技术日新月异，消费者需要不断突破企业所掌握的范围，人口中心的不断转移，使战略性市场营销成为企业生存和发展直接的重要因素，更不用说企业的繁荣与昌盛了。独具特色的市场营销活动在通常情况下不易被对手识破，效仿起来总是难乎其难，而且要耗费大量的时间，因此潜心于营销战略的策划与实施，常常能创造出绝对的市场优势。

　　　营销，犹如一把锋利的剑，骁勇善战的勇士会用它披荆斩棘，杀开一条血路，直达胜利。从前的知名品牌的消失，我们不仅可以感受壮大的企业的艰难历程，而且更清楚在市场营销上有所突破与创新才会走到今天。

　　　在今天开放的中国市场，所有的企业无不面对更加激烈的竞争。身为中国饮料市场的领导者—Coca Cola ，运用怎样的营销手段才能生存与发展呢？

关键词：全球性竞争、营销战略、市场优势、影响、生存、发展