Coca-Cola 大行其道 which in world each place in its hundred yearsdevelopment advancement, the advertisement has displayed to viewimportant entrusting with heavy responsibility, tightly pastes themarket the advertisement strategy most to have the value brand statusmerit for its establishment not to be possible to wipe. But took theadvertisement core content the advertisement language is the brandlocalization one explicit expression way, arrives the expense crowdthrough each kind of vector, all related markets activities all shouldif coordinate with each other across a great distance, complement eachother. We review the world brand from the Coca-Cola advertisementlanguage change the development course, specially in the Chinesemarket success experience, can have the certain model significance tothe domestic enterprise. " Please drink Coca-Cola " The first bottle of Coca-Cola was published the US territory firstfactory establishment from 1886, the Coca-Cola is at the primarydevelopment phase, need more people tastes the Coca-Cola, please drankthe Coca-Cola to become its active the subject, in after that severalyears, although often could have the new advertisement languageappearance, but mainly was propagandizes from the product functionstratification plane, relieves thirst, the good flavor, cool ----. Forexample: Fresh delicacy satisfaction is the Coca-Cola; The thirstytime enjoys and so on. 230 ages, are accepted along with the Coca-Cola product by more peoplewith the cognition, the advertisement language propaganda even moretend to the perception, above the function demand foundation, haveincreased more contents and the meaning, like are happy, friendshipand so on. For example: Fills the friendship the life, happy symboland so on, but this time was still a product promotion stage, the truebrand status also not completely establishes. Two world wars are a Coca-Cola development important time, theCoca-Cola become the American first choice drink, and follows theAmerican main strength overseas operation to start to flow to eachplace, was stationed abroad the army for the safeguard to supplystarts in some countries to establish the bottling factory. Until now is retaining the ENJOY word in the registration Coca-Colatrademark, has represented the Coca-Cola hundred years history in somekind of significance, one kind of classical style. " Cannot block feeling " After World War II ended is the American economy high speeddevelopment time, also is the Coca-Cola fast becomes long-term, UScarries out its democratic thought and life style while world eachplace, the Coca-Cola and MaC$donald and so on becomes the Americanculture the important constituent. The Coca-Cola establishes thefactory in world each place, the participation significant sportssports event, carries on the many kinds of forms the advertisementspropaganda and promotion, the Coca-Cola can greatly promote inwell-knownness and each place market 占有率, the brand valuesuccessively climbs. This time advertisement language includes: I havemay the happy world; But Le Jia lives and so on In 1978 the first batch of Coca-Cola product entered the Chinesemarket, 80's first pooled capital the factory establishment, thenChina was in the reform and open policy the initial period, manyChinese were not familiar with this kind had ' the Chinese nativemedicine flavor ' the drink, and the price was high, the Coca-Cola putwith emphasis the market in several main cities, used the Chinesenative place drink channel the superiority, while rammed eachfoundation work, has brought the brand-new marketing idea, on a largescale invaded while the external culture, the Coca-Cola also thestatus receives the partial people's favour by ' the aristocrat '. Cannot block the feeling was at that time the most popularadvertisement language, also expressed the Coca-Cola to have to taketo people's one kind of spiritual stratification plane thing, in factalso represented the people to be curious to the western culture andto yearn for. Drinks the Coca-Cola not only drinks his flavor, more importantly onekind of feeling ' this was at that time some loyal consumers' personalexperience. The Coca-Cola in main city circuit massive uses propaganda method andso on television medium, outdoors advertisement, cold drink equipment,the use sells the vivid management way, impels the Coca-Cola in theChinese market high speed development. The 90's intermediate stages,the Coca-Cola has initially completed the main city the stationingwork, each place domestic traditional drink comes under the seriousattack. " Is heartily smooth, forever is Coca-Cola " In 1996 Atlanta (Coca-Cola headquarters) the Olympic Games should bethe Coca-Cola in the Chinese market most magnificent time. The nationhad 23 bottling factories, the Coca-Cola brand becomes most has thevalue brand. The product frequently falls short of demand, maintainsevery year in the Chinese market 20% above the high speed growth. Coca-Cola channel key by wholesale to straight camp shift, requests inthe market bigger area seepage, to service execution request higher,the product exhibition surface must big, the variety have many, theadvertizing material to have to enrich, the guest sentiment relationswants to be good ----. ' Omnipresent, the thing had the valve, thesentiment has alone is loyal ' becomes the market marketing the mainstrategy, the sales work also becomes the promotion sales volume fromthe past guidance expense. Heartily smoothest, forever was the Coca-Cola both expressed the fullfeeling, and manifested the Coca-Cola to be self-confident and theatmosphere. In fact this time Coca-Cola only then truly found the brand corecontent ALWAYS. Both has the tradition and is classical, and does notlack the fervor and the vigor. 2." Each quarter may be happy, Coca-Cola " Enters for the 21st century, the Coca-Cola starts to feel theunprecedented competition pressure. First is the headquarters places the great expectations to the Chinesemarket, the supervision speeds up the development the step, but alongwith domestic drink profession gradually mature, take extremely may behappy, the rising sun rises, 健力宝 and so on snatches the city asrepresentative's domestically produced drink to seize the pond,occupied many 23 levels of markets ahead of time; Pepsi Cola ' gavefree reign to the imagination from ' the new generation of choice 'without the limit ' the minute blows many young people to expend theobject; The consumer expends the multiplicity, causes the Coca-Cola tobe able not but to change the market strategy. Copes with shifting events by sticking to a fundamental principle orpolicy, or changes the strain? Each quarter might be happy is proposes based on then marketenvironment. ' Engraves ' manifests in the time, expresses the Coca-Cola to followclose on the time step, by Xie Tingfeng, hundred iris and so on whenred singing star for speaks on another's behalf, the lock-on target ina young people generation, to this achieved contends with Pepsi Colathe goal. Showing regardless of the past, the present and the future,forever will be the Coca-Cola. ' ' Manifests in the space, on the one hand the company shifts fromthe carbonic acid drink to the entire drink company, omni-directionalproduct and so on development tea, fruit juice, water. On the otherhand develops 23 levels of cities, and starts to develop the ruralmarket, the price position even more tends to the popularity, thecommon people. Recently several years, the Coca-Cola was 与时俱进, often theopportunity seeks the market opportunity. Development way and so onnetwork marketing, sports marketing attracts consumer's attention.Simultaneously acts according to some events the advertisementlanguage also is worth praising, for example " Holds this to feel " " The Coca-Cola holiday ' time ' adds happy " ; " Looks at the soccer, refuels together, drinks Coca-Cola "; Spring Festival Liu Xiang goes home the version. ' Each goes home thedirection all has the Coca-Cola ' also is each quarter may happyextend. The comprehensive survey Coca-Cola development course, fromadvertisement language vicissitude, is always close connected with thebrand market localization, summarizes has the followingcharacteristic: 1. brief and to the point advertisements languages not only areadvantageous for remembered that, can make the people to be easy tohave the brand association. 2. advertisements languages were locate at that time according to theproduct, was for the market development which factor and so on marketniche, competition environment formulated serves. 3. advertisements languages are the brand localization one languageexpression ways, may in the writing expression form change, the corecontent and the direction do not have the easily change. If extremelymay happy ' be possible to be happy from Chinese ' ' is young has not been defeated '; From ' extremely may be happy, extremely chooses '' has the marriage celebration to the present, certainly is extremelymay be happy ', product localization fuzzy, even is somewhat chaotic.. 4.1 brands generating processes are an unceasing accumulative process,is an unceasingly thorough process. From please drink the Coca-Cola tobe possible to be happy to each quarter, is, the connotation whicharound is connected is gradually rich Very many enterprises often feel in the advertisement languagequestion puzzled, in ' changes ' and ' invariable ' in question in adilemma, ' invariable ' is very easy to cause the brand aging; 'Changes ' then is very easy to have the unknown risk. In fact theCoca-Cola success originates from the long-term explicit marketlocalization, through the product series development, the packingtransformation, the new channel establishment, the marketing methodunceasing renewal, specially the advertisement content and the forminnovation, entrusts with this hundred year brands new life and thevigor!