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題名 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作者 黃勝杰
Huang, Sheng-Jie貢獻者 林永芳
Lin, Yong-Fang
黃勝杰
Huang, Sheng-Jie關鍵詞 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日期 2019 上傳時間 1-Jul-2019 11:08:09 (UTC+8) 摘要 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.參考文獻 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,Ch82. 于卓民（2013）。《國際行銷學》。台北，智勝文化事業有限公司3. 方至民（2000）,《企業競爭優勢,初版》,前程企管,11, pp.226-236.4. 徐偉傑（譯）(2000)。《全球化》(原作者:Waters, Malcolm)。臺北市：弘智。(譯自Globalization .London & New York: Routledge ,1995。)5. 陳弘信（2007）。《國際企業管理》，台北，三民書局。6. 鄭武國（譯）（1999），《第三條路：社會民主的更新》（原作者：A. Giddens）。臺北：聯經出版公司。（二）期刊1. 郭嘉珍、劉財龍(2008)，“交易成本理論:回顧與未來方向”，大仁學報第三十三期。2. 吳清山、林天祐（2011）。教育名詞，教育資料與研究雙月刊，第 98 期， 187-188 頁3. 張優良、徐肇駿、洪妤靜，《俄羅斯市場研究報告-金磚大國再現光芒》，台北:中華民國對外貿易發展協會，2009年。4. 林越、彭文欣、陳大競（2008），《產品來源國效應淺述》.商場現代化 , 2008年30期。（三）學位論文1. 林大景（2000）。公營事業因應民營化政策進行多角化經營之規劃參考模式的初期先導研究，台灣大學工業工程研究所碩士論文2. 顏睿甫（2015）。中國市場進入策略與佈局之個案分析。國立政治大學碩士論文（四）網路資料1. 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Heslop (1986) “Consumer Attitudes Toward Canadian-Made Versus Imported Products.” Journal of the Academy of Marketing Science 14, 15, No. 2, pp. 27-36.（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.ru3. 俄羅斯非酒精飲料協會（Союз Производителей Безалкогольных Напитков），取自：http://www.softdrinks.ru 描述 碩士
國立政治大學
俄羅斯研究所
105263007資料來源 http://thesis.lib.nccu.edu.tw/record/#G0105263007 資料類型 thesis dc.contributor.advisor 林永芳 zh_TW dc.contributor.advisor Lin, Yong-Fang en_US dc.contributor.author (Authors) 黃勝杰 zh_TW dc.contributor.author (Authors) Huang, Sheng-Jie en_US dc.creator (作者) 黃勝杰 zh_TW dc.creator (作者) Huang, Sheng-Jie en_US dc.date (日期) 2019 en_US dc.date.accessioned 1-Jul-2019 11:08:09 (UTC+8) - dc.date.available 1-Jul-2019 11:08:09 (UTC+8) - dc.date.issued (上傳時間) 1-Jul-2019 11:08:09 (UTC+8) - dc.identifier (Other Identifiers) G0105263007 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124237 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 俄羅斯研究所 zh_TW dc.description (描述) 105263007 zh_TW dc.description.abstract (摘要) 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。 zh_TW dc.description.abstract (摘要) 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. en_US dc.description.tableofcontents 第一章 緒論第一節 研究動機與目的................................1第二節 文獻回顧.....................................5第三節 研究途徑與方法................................9第四節 研究範圍與限制................................33第五節 章節安排.....................................34第二章 國際飲品業在俄羅斯市場總體分析第一節 俄羅斯軟性飲料產業總論..........................35第二節 俄羅斯軟性飲料產業外部分析.......................52第三節 俄羅斯軟性飲料產業內部分析.......................57第三章 百事可樂第一節 百事可樂在俄羅斯市場之進入模式PEST分析............77第二節 百事可樂在俄羅斯市場行銷策略.....................87第三節 百事可樂在俄羅斯市場SWOT分析....................92第四節 小結.........................................94第四章 可口可樂第一節 可口可樂在俄羅斯市場之進入模式PEST分析.............95第二節 可口可樂 在俄羅斯市場行銷策略....................105第三節 可口可樂在俄羅斯市場SWOT分析....................116第四節 小結.........................................118第五章 結論.........................................119第一節俄羅斯市場進入策略PEST分析.......................121第二節 俄羅斯市場行銷策略..............................127參考文獻............................................134 zh_TW dc.format.extent 20088340 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0105263007 en_US dc.subject (關鍵詞) 可口可樂 zh_TW dc.subject (關鍵詞) 百事可樂 zh_TW dc.subject (關鍵詞) 俄羅斯飲品市場 zh_TW dc.subject (關鍵詞) 市場進入模式 zh_TW dc.subject (關鍵詞) 行銷策略 zh_TW dc.subject (關鍵詞) Coca Cola en_US dc.subject (關鍵詞) Pepsi en_US dc.subject (關鍵詞) Russia non alcoholic beverages market en_US dc.subject (關鍵詞) Market entry mode en_US dc.subject (關鍵詞) Marketing strategies en_US dc.title (題名) 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 zh_TW dc.title (題名) Russia Market Entry Mode and Marketing Strategies of International Beverage Industry: The Cases of Pepsi and Coca-Cola en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 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,Ch82. 于卓民（2013）。《國際行銷學》。台北，智勝文化事業有限公司3. 方至民（2000）,《企業競爭優勢,初版》,前程企管,11, pp.226-236.4. 徐偉傑（譯）(2000)。《全球化》(原作者:Waters, Malcolm)。臺北市：弘智。(譯自Globalization .London & New York: Routledge ,1995。)5. 陳弘信（2007）。《國際企業管理》，台北，三民書局。6. 鄭武國（譯）（1999），《第三條路：社會民主的更新》（原作者：A. 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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)3. 俄羅斯食品工業國內生產貨物吞吐量(2014)。檢自 https://utmagazine.ru/posts/10565-ekonomika-rossii-cifry-i-fakty-chast-12-pischevaya-promyshlennost (Dec.15.2018)4. 俄羅斯聯邦飲用水測試中心資料。檢自 http://vitnik.ru/butwat.htm (Jan.02.2019)5. 俄羅斯水專家網站:瓶裝飲用水和礦泉水市場佔非酒精飲料市場總量資料。檢自www.aquaexpert.ru (Jan.02.2019)6. 俄羅斯蔬果汁市場概況「Плоды, мы вызвали вас к жизни наилучшей」。檢自http://www.foodmarket.spb.ru/archive.php?year=2011&article=1530§ion=24 (Jan.02.2019)7. 歐盟水果果汁協會(AIJN - European Fruit Juice Association)。檢自http://www.aijn.org (Jan.02.2019)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)10. Marketing strategy multinational companies (MNCS) segment and food safety issues (for example Pepsico)。檢自http://apej.ru/article/11-05（Dec.19.2018）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）Coca-Cola to buy Russia`s Aqua-Vision for €191.5M 。檢自https://bbj.hu/business/coca-cola-to-buy-russia%27s-aqua-vision-for-€1915-mln_28819 (Dec.19.2018)13. 聯邦消費者權益保護和人類福利監督局（ Федеральная служба по надзору в сфере защиты прав потребителей и благополучия человека ）。檢自 http://05.rospotrebnadzor.ru/371/-/asset_publisher/m7XL/content/о-вреде-потребления-сладких-безалкогольных-газированных-напитков-типа-пепси-колы;jsessionid=2E83FF7096749CF83101ECF1E2393E04?redirect=http%3A%2F%2F05.rospotrebnadzor.ru%2F371%3Bjsessionid%3D2E83FF7096749CF83101ECF1E2393E04%3Fp_p_id%3D101_INSTANCE_m7XL%26p_p_lifecycle%3D0%26p_p_state%3Dnormal%26p_p_mode%3Dview%26p_p_col_id%3Dcolumn-1%26p_p_col_count%3D1 (Dec.19.2018)14. 俄羅斯人口資料”Естественная убыль“。檢自http://expert.ru/2011/12/16/estestvennaya-ubyil/ (Dec.19.2018)15. 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Heslop (1986) “Consumer Attitudes Toward Canadian-Made Versus Imported Products.” Journal of the Academy of Marketing Science 14, 15, No. 2, pp. 27-36.（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.ru3. 俄羅斯非酒精飲料協會（Союз Производителей Безалкогольных Напитков），取自：http://www.softdrinks.ru zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900062 en_US
