投资 | 销大于营：可口可乐的买点与卖点

这期节目因为我个人的原因拖了很久，结果一晃都到暑假了，南添老师带着孩子来北京，我们约着一起在Beyondpod北京录音室面对面完成的这期节目。为了准备这期节目，其实我看了大量的书和资料，节目里提到的可能只有一点点，但看过的有很多很多。可口可乐毫无疑问是一个伟大的商业传奇，里面可讲的东西是实在太多。在这期节目里我们只关注了三个点，就好像可乐的三A要素（买得到、买得起、喜欢买）一样，我关注的问题是巴菲特，为什么买？为什么现在买？（88年）为什么没卖（98年）？作为一个营销从业者，可口可乐是我热爱的品牌。在我喜欢的美剧《广告狂人》中，麦肯高层去挖男主角Don Draper也是以可以服务可口可乐来吸引他，第七季大结局更是以男主角创作1971年可口可乐经典广告《Top Hill》为全剧ending。但相比对其广告投放营销宣传的关注，更吸引我的是可口可乐如何发展装瓶厂为核心的特许经营模式，以及如何...去小宇宙查看完整单集简介在小宇宙查看该单集文稿

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