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| Title: | 國際飲品業在俄羅斯市場進入模式與行銷策略── 以百事可樂與可口可樂為例
Russia Market Entry Mode and Marketing Strategies of International Beverage Industry: The Cases of Pepsi and Coca-Cola |
| Authors: | 黃勝杰
Huang, Sheng-Jie |
| Contributors: | 林永芳
Lin, Yong-Fang
黃勝杰
Huang, Sheng-Jie |
| Keywords: | 可口可樂
百事可樂
俄羅斯飲品市場
市場進入模式
行銷策略
Coca Cola
Pepsi
Russia non alcoholic beverages market
Market entry mode
Marketing strategies |
| Date: | 2019 |
| Issue Date: | 2019-07-01 11:08:09 (UTC+8) |
| Abstract: | 2017年俄羅斯經濟重拾增長動力，油價上升以及與西方關係有望改善等因素均支持俄羅斯經濟復甦和鞏固俄羅斯盧布匯價，有助消費者和商業信心廣泛回升。與此同時，石油收益增加以及經濟活動日增，也減輕了財政整頓帶來的壓力。俄羅斯市場也吸引國際飲品企業的關注希望進入這個尚未完全開發的市場，根據俄羅斯酒精飲品市場分析提供的數據，俄羅斯酒精飲品市場持續下滑。在2011-2015年間，俄羅斯國內產量從142.5億升減少到115.6億升，降幅達18.9%。俄羅斯酒精飲品產量持續下降的主要的原因之一是，國家對酒業的積極調控。採取的措施包括：定期提高酒類產品消費稅率、對烈酒實行最低零售價、禁止在夜間銷售酒類產品，這些措施導致需求減少，其結果是產量下滑。此外，近年來居民可支配收入減少也影響到需求，為了節省消費者紛紛放棄購買酒精飲品。與此同時非酒精飲品的銷量也因此上升，其中可口可樂（Coca Cola）與百事可樂（PepsiCo）也成為俄羅斯快速消費品（FMCG）中成長最快的商品，百事可樂是前蘇聯第一個出現的「資本主義」商品，由於冷戰的原因，可口可樂一直拒絕向蘇聯供貨，這導致蘇聯人一直沒機會品嘗可樂的味道。直到1959年，美蘇關係出現了略微的緩和，美國副總統尼克松前往蘇聯觀看展覽。百事可樂的董事長肯特和尼克松是好友，尼克松私下裡請求蘇聯最高領導人赫魯雪夫當著記者的面喝一口百事可樂，赫魯雪夫答應了這個請求。
百事可樂順利的進入了蘇聯市場，靠著蘇聯沒有可口可樂，百事可樂強行續了自己一命，當時全球新聞媒體也都刊登了赫魯雪夫飲用百事可樂的照片，使百事可樂成為共產世界中最有名的碳酸飲料。百事可樂於1972 年與蘇聯政府簽訂獨佔銷售契約，成為蘇聯、東歐各國最普及的可樂品牌。直到1985 年百事可樂的獨佔銷售契約到期，才得以踏入蘇聯領地。可口可樂公司身為國際飲品的美商公司，在1979年莫斯科奧運中首度出現在俄羅斯市場引起軒然大波，直到1991年可口可樂公司決定在俄羅斯啟動一系列長期投資計劃，另外進一步分析可以發現可口可樂公司的營收大多來自於飲料，而百事集團旗下的品牌和產品則較為多元，不僅跨足了瓶裝水、果汁和咖啡等非碳酸飲料市場，2010年百事公司以38億美元收購俄羅斯乳業巨頭維姆-比爾-丹（Wimm-Bill-Dann）公司66%的股權。意味著百事可樂將成為俄羅斯最大的食品和飲料生產商。
本研究希望藉友分析飲品產業中的龍頭企業-可口可樂（Coca Cola）與百事可樂（PepsiCo）在俄羅斯的市場進入模式及行銷策略，進而了解國際企業進入俄羅斯市場的「在地化策略」，包含國際行銷中的「產品在地化策略」、通路策略選擇「適應性/地主國導向（Adaption/Polycentric），例如：2014年Coca Cola Hellenic Bottling Company Russia贊助索契冬奧會以及在今年2018在十一個俄羅斯城市舉辦的FIFA世界足球錦標賽的廣告贊助活動。藉由可口可樂與百事可樂在俄羅斯的個案分析，探討企業的國際化進入模式、國際行銷策略，讓更多需要瞭解俄羅斯市場的台商快速了解俄羅斯飲品市場以及進入俄國市場需要做的文化調整。
This research focus on the International Entry-Mode and also the International Marketing Strategies of beverage industry in Russia. This research chose two leading beverage company in Russia and aims at studying the cases of Coca Cola and Pepsi in Russia market, illustrating and analyzing thier market entry modes, competitive advantages and management approaches, as a reference for other firms who intend to invest in Russia beverage market in the near future.
Additionally, There has been a lot of research completed on advertising strategies in specific countries, but little research has been done to explore advertising strategies of two rival company in a country. This study sought to discover what trends existed in Coca- Cola and Pepsi`s global advertising strategies, specifically discerning whether cultural elements within differing countries were implemented or ignored. |
| Reference: | 一、中文部分
（一）書籍
1. 于卓民（2014），《國際企業：環境與管理（四版）》，台北：華泰文化,Ch8
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（四）網路資料
1. Coca Cola HBC Russia官網。檢自 https://ru.coca-colahellenic.com/en/ (Feb.14.2018)
2. 百事同意以38億美元收購WBD 66%股權。檢自http://trad.ibtimes.com.cn/articles/3336/20101202/pepsico-agrees-to-buy-66-of-wimm-bill-dann-for-3-8-billion.htm (Oct.16.2018)
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8. 俄羅斯蔬果汁進出口Discovery研究資料。檢自http://www.aup.ru/news/2011/01/19/4577.html (Jan.02.2019)
9. PepsiCo Украина на выставке «Агро-2018»。檢自http://pepsico.ua/ru/media/press_releases/releases_1440.html (Jan.05.2019)
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11. 百事公司收購俄羅斯最大的乳品與果汁製造商龍頭Wimm-Bill-Dann Foods OJSC (WBD)。檢自 http://trad.ibtimes.com.cn/articles/3336/20101202/pepsico-agrees-to-buy-66-of-wimm-bill-dann-for-3-8-billion.htm（Dec.19.2018）
12. 百事可樂環保事業。檢自 http://www.pepsico.ru/（Dec.19.2018）
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（三）論文
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（四）網路資料
1. Coca Cola HBC Russia ，取自：https://ru.coca-colahellenic.com/en/
2. Pepsico Russia，取自：http://www.pepsico.ru
3. 俄羅斯非酒精飲料協會（Союз Производителей Безалкогольных Напитков），取自：http://www.softdrinks.ru |
| Description: | 碩士
國立政治大學
俄羅斯研究所
105263007 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105263007 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201900062 |
| Appears in Collections: | [俄羅斯研究所] 學位論文
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