可口可乐帝国读后感100字

《可口可乐帝国》是一本由(美国)马克·彭德格拉斯特著作，华夏出版社出版的平装图书，本书定价：39.90元，页数：444，特精心收集的读后感，希望对大家能有帮助。

《可口可乐帝国》读后感(一)：小议公司传记

这大概是描写可口可乐公司「通史」最好的一本书。前面一半我看得很仔细，后面却只能大致看过，因为你发觉那一个个历史片断读罢之后既没用又没趣，干脆略过。而若想了解某一段历史，比如现代可口可乐海外扩张的历史，却又发现讲的太少。

所以若研究公司历史，我更希望看到类似于专题研究的那种，或者着重于某个历史阶段的「断代史」。

不管怎样，这本书的前半部仍值得一读，你可以看到初期的可口可乐公司是如何从众多的碳酸水作坊脱颖而出并发展状大的。

《可口可乐帝国》读后感(二)：A wonder brand

如此好的书,怎么没什么人关注？

做marketing的一定要读,可以更了解商业的历史,以便作出卓越的选择.

几个亮点:

1. 19世纪尾声: 美国广告的汹涌澎湃;广告造就了某些品牌的滚滚利润,也成就了无数的富翁;

2. 药剂师的执着=> 品类的诞生

卓越商人的执着(阿萨)=>品牌的生根

卓越管理者的决定(伍)=>让Coke成为了美国代表

继承与发展(奥)=>曲折度过20世纪上

偏执狂的思路(郭)=>最终赢得利润. 他说,我们不一定都做正确的事,我们只是要得到最终的结果.

一部浩荡的品牌发展历史,相当于一部世界的商业史.

《可口可乐帝国》读后感(三)：《可口可乐帝国》:它做出这些努力，只为住进你的冰箱里!

提起可口可乐，你会想到什么？肥宅快乐水，夏天必备解暑饮料，还是夜间辣条标配，很多人都是可口可乐的忠实粉丝，加班熬夜来一瓶，午间刷剧来一瓶，和好友聚餐来一瓶。 你感觉你对它十分了解，毕竟你每天都见到它，并且喜欢它带给你的清爽，但你真的了解它么？你真的了解它背后的原材料和它背后的公司么？它是怎么通过努力站在面前，接受你的认可的么？ 如果你对你手里这瓶可口可乐的原材料很感兴趣，并且想要了解它和它公司所发生的故事，那么不妨看看这本《可口可乐帝国：一部资源掠夺史》，在这本书里，你可以了解到可口可乐的成长过程，当然，在我没接触这本书的时候，我个人觉得可口可乐之所以在一众饮料里脱颖而出，除了它清爽的口感和提神以外，还得益于它的精神植入，简单一点说，就是可口可乐团队将一种精神状态和感情通过广告和宣传，和可口可乐建立联系。 比如1971年的经典广告《我想给世界买瓶可口可乐》，歌曲中所以传达的快乐以及全世界的人们无论社会地位，无论皮肤颜值，喝到的都是一样的可口可乐的这种概念，这种和众生平等类似的价值观成功的和可口可乐这种饮料建立的链接，让人们意识到这款产品的精神价值，从而被世人所接受。 当然，在这本《可口可乐帝国》中，我也了解到一些全新的信息，比如20世纪初期，可口可乐公司为社会的发展做出的很多贡献，以及在偏远贫困地区建厂给人们提供了大量的就业机会等等。 当然，这其中当然少不了罗伯特·温希普·伍德拉夫的发家史，以及可口可乐的诞生过程和它跌宕起伏的一生。 当然，在这本《可口可乐帝国》里，作者巴托·J.埃尔莫尔著不仅仅赞扬了可口可乐集团对社会的贡献，还在书里的第二部分里列出了可口可乐对自然资源的影响，以及对自然资源的使用过程，以及瓶装本身不可降解所带来的影响。 当然，对于可口可乐的外包装，无论是玻璃瓶还是塑料瓶，对于玻璃瓶回收反复使用或许是个好方法，但对于塑料瓶而言，用可降解的材料制造瓶子或许是个好方法，不仅仅是可口可乐的塑料瓶，在未来或许所有的饮料外包装和购物袋都能换成可降解材料，塑料这种材质的产品将会成功的替换出来，让我们拭目以待。 整本《可口可乐帝国》比较细致的讲述了罗伯特·温希普·伍德拉夫是如何利用有限的资源将所有的人力、物力、资源进行最大的整合和发挥，然后将可口可乐带给全世界的过程，当然也是可口可乐集团如何借助外部力量，将自己的产品利润最大化的过程，虽然内容有些琐碎，但仔细读完你会对可口可乐这瓶糖水有新的定义和感受。

《可口可乐帝国》读后感(四)：最有用的在附录

Coca-Cola Magic: Thirty Business Lessons

1) Sell a good product.

And if it contains a small dose of an addictive drug or two, all the better.

2) Believe in your product.

Make your product an icon and your job a religious vocation.

3) Develop a mystique.

An air of mystery, with a touch of sin, sells.

4) Sell a cheaply produced item.

Coca-Cola has always cost only a fraction of a cent per drink to produce.

5) Everyone who touches your product before it reaches the consumer should make substantial amounts of money.

For many years, everyone who touched it became wealthy, including bottlers, stockholders, wholesaling jobbers, and those who provided the trucks, bottles, pallets, dispensers, etc.

6) Make your product affordable to everyone.

So that a Third World denizen can purchase the beverage without going broke.

7) Make your product widely available.

- "Let's make it impossible ever, to escape Coca-Cola."

8) Market your product wisely.

How, when, and where you market and advertise your product will

ultimately determine its success.

9) Advertise an image, not a product.

"It isn't what a product is, but what it does."

10) Welcome an arch-rival.

"It keeps us, and them, on our toes and keeps us lean. We're magnificent competitors."

11) Use celebrity endorsements wisely − but sparingly.

For one thing, viewers may remember more about the star than the product. Coca-Cola has always remained the real star of its commercials.

12) Appeal to universal human desires.

The Coke message has universal appeal − by drinking this product, you will be self-assured, happy, popular, sexy, youthful, and well

coordinated.

13) Get 'em young.

Obviously, if you can achieve loyalty among youthful consumers, you've possibly fostered lifelong consumption.

14) Develop cultural sensitivity.

If you intend to sell your product around the world, do not trap yourself in an "Ugly American" image.

15) Hire aggressive lawyers.

If you succeed, you will undoubtedly need lawyers to protect your trademark, defend your good name, and scare off potential competitors.

16) Don't break the law.

It simply isn't worth it to risk the reputation of a huge multinational concern.

17) Become masters of influence.

Just because you don't break the law doesn't mean you must sit back and act like an angel.

18) Be patient but implacable. Plan for the long haul.

There will be bumps along the road, but set your goals on the horizon.

19) Adhere to simple commandments.

Genius lay in looking at the big picture and in concentrating on

a few elemental truths.

20) Be flexible enough to change.

"We live nervous."

21) Don't use defensive, negative advertising.

Maybe for an Avis or a Pepsi, comparative ads make sense. Maybe. You're still giving your

opponent free publicity, however.

22) Diversify only when necessary.

Coca-Cola, whose stock performance has been historically extraordinary, is one of the least diversified companies in the world.

23) Pay attention to the bottom line.

In the paranoid anti-Pepsi culture, Coke men were more concerned with share-of-market figures than with profits. Goizueta discovered, among other things, that the highly regarded soda fountain sector was actually losing money because of costly capital expenditures on metal five-gallon drums.

24) Terrify your employees.

"A certain degree of anxiety and tension has to exist for people to function at the highest level of their potential."

25) Promote from within.

The best Coca-Cola managers, almost without exception, have come up through the ranks, inculcated with the company mission.

26) All publicity is good publicity, at least after a certain point.

Even negative publicity can ultimately help a well-entrenched product.

27) Use cash wisely.

It made sense to borrow money if you could then re-invest it at a substantially higher rate of return.

28) Form joint ventures.

Another wise use of cash involved breaking a long-standing company commandment: thou shalt not own bottling plants.

29) Think globally, but act locally.

Regardless of its provenance, though, Coca-Cola has demonstrated its wisdom, dipping into its own history for guidance.

30) Pursue the halo effect.

The firm should appear to be in the vanguard of the environmental movement, progressive in race relations, setting up model programs for its Minute Maid migrant workers, creating nutritional soft drinks, and the like.

可口可乐1888年配方

柠檬盐酸咖啡因

香草精

液体古柯精化

柠檬酸

酸橙汁

食用糖

水

焦糖

7X食用香料：（橙子油，柠檬油，肉豆蔻油，肉桂油，胡妥油，橙花油，酒精，香草）