下面为大家整理一篇优秀的essay代写范文，题目为Some views on design，文章讲述在这种新可乐的案例中，可口可乐是美国文化的象征，当可口可乐由于竞争压力而改变配方口味时，引起了消费者的广泛反对，消费者坚称可口可乐制造商应立即恢复生产并恢复生产。
In this case of new Cola, Coca-Cola is a symbol of USA culture, widespread opposition was aroused by consumers when Coca-Cola changed its formula taste due to the competition pressure, consumers insisted that Coca-Cola manufacturer should immediately restore the production and supply of the original taste. Consumers’ attached emotional meanings for Coca-Cola was ignored before launching the new coke, the pre-launching survey only focused on the acceptance of new flavor but didn't understand the emotional significance of Cola in consumers’ heart for 99 years, which is un-replaceable because its not only a soft drink but its part of their life(Catherine Webi, 2006). Rational survey can not detect consumers’ deep inside emotion for coke. The old Coca-Cola’s loyal consumers’ protests are also part of emotional behaviors. Maybe there are many consumers who when taken new cola survey, they voted for the new cola, while when the Coca Cola Co adjusted the formula taste, they became active protesters because the old Coca-Cola has become a part of their life(Ronald E.,2006) . In the pre-launching survey, there were many people who can not accept the new coke but their significance was also ignored. The key issue of the failure of new coke is Coca-cola company ignored the key trait of coke, which is stable, reliable and pure, and trusted too much on its key competitiveness, such like globe sourcing, distributing ability etc.(Christopher White, 2005). However, the changed flavor and disappeared old coke can not be called stable anymore, that’s why consumers reject the new coke no matter it tastes good or not and want the old coke back.
在这起新可乐事件中，可口可乐是美国文化的象征，当可口可乐因竞争压力改变配方口味时，引起了消费者的广泛反对，消费者坚持要求可口可乐生产商应立即恢复原有口味的生产和供应。在推出新可口可乐之前，消费者对可口可乐的依恋情感意义被忽视了，上市前的调查只关注对新口味的接受度，但99年来并不了解可乐在消费者心中的情感意义，这是不可替代的，因为它不仅是一种软饮料，而且是他们生活的一部分（Catherine Webi，2006）。理性调查无法发现消费者对可乐的深层次情感。老可口可乐忠实消费者的抗议也是情绪行为的一部分。也许有很多消费者在接受新可乐调查时，投票给了新可乐，而当可口可乐共同调整配方口味时，他们成为了积极的抗议者，因为旧可口可乐已经成为他们生活的一部分（Ronald E.，2006）。在启动前的调查中，有许多人不能接受新可乐，但他们的重要性也被忽视了。新可口可乐失败的关键问题在于，可口可乐公司忽视了可口可乐稳定、可靠、纯净的关键特性，过于信任其全球采购、分销能力等关键竞争力（克里斯托弗·怀特，2005）。然而，改变了口味、消失了的老可乐再也不能称之为稳定了，这就是为什么消费者不管味道好还是不好都会拒绝这种新可乐，并希望旧可乐能回来。
There could be an alternative for the new coke. New coke could be a new flavor of Coca-cola company and put on market shelf for sale, but the old coke should be remained. The promotion for new coke could be separated with the old one, but the emphasis on old coke should be remain or even be strengthened.
The reason for the alternative is that the key trait of Coca-cola should be focused. The key trait of Coca-cola is not like Pepsi which is diversity, coke’s key trait is stable, hence it must not cancel the old coke which has so much culture and emotional value and was accepted by consumers for 99 years, cancel it means cancel the stable trait(Avinash Kapoor, 2009). The new coke should be promoted as a new flavor hence it can expand the market for gaining new consumers who like its flavor and who are not so much fan of the old coke. In the mean while, it can maintain the original market and what’s more important it can maintain the key trait and culture value of coke. Hence the best choice for Coca-cola is not totally creative and cancel the good old product but just do some improvement on the old product. The improved coke should be just as an alternative for consumers, while using the new coke to replace the old one is killing Coca-cola’s key trait. With the maintaining of the key trait, the new coke can also bring Coca-cola a new life and new vitality(Chulmin Kim, 2003). When the new coke is taken as a new product which has nothing with the traditional coke, it can have good potential market. There maybe other alternatives to avoid the risk of promoting new coke, but the above alternative is the best way for maintaining the key trait, old market and expanding new market for Coca-cola.
Avinash Kapoor, Chimaya Kulshrestha,(2009) "Consumers' perceptions: an analytical study of influence of consumer emotions and response", Direct Marketing: An International Journal, Vol. 3 Iss: 3, pp.186 - 202.
Catherine Webi,(2006)"Avoiding ageism at Coca‐Cola: Company initiatives earn Employer Champion status", Human Resource Management International Digest, Vol. 14 Iss: 7, pp.9 - 11.
Chulmin Kim, Sounghie Kim, Subin Im, Changhoon Shin, (2003) "The effect of attitude and perception on consumer complaint intentions", Journal of Consumer Marketing, Vol. 20 Iss: 4, pp.352 - 371.
Christopher White, Yi-Ting Yu, (2005) "Satisfaction emotions and consumer behavioral intentions", Journal of Services Marketing, Vol. 19 Iss: 6, pp.411 - 420.
Ronald E. Goldsmith,(2006) "Emotion and Reason in Consumer Behavior (1st ed.)", Journal of Consumer Marketing, Vol. 23 Iss: 5, pp.304 - 305.
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