When the "Coca-Cola boy" broadcast last title, my mind for a long time fixed in such a picture: actress opens the door to go out, see the Coca-Cola boy sitting on the parapet,holding her little daughter, three people showed a warm smile. At that moment, I suddenly feel, this is not only a comedy, a drama, a love story, is a full of profound meaning of educational films. As a comedy, "Coca-Cola boy" comedy effect is not very strong. I think it is used only to make this part contains a serious proposition moviestogether is relaxed and cheerful. "Coca-Cola boy" as adrama, the plot is no cheat, step between other dramarivals. The drama plot is mainly: senior marketers a Coca Cola Co in the company meeting found that Coca-Cola's market share in a remote valley town of UM Leah there is zero while the region's people drink is a kind of soft drinks,local, is intolerable to the deeply American culture of Coca-Cola. For, so he began to enter the region, and carried out a series of strategies, and ultimately make the area a small corner of the vast territory not worth mentioning Coca-Colaempire. The f. The first Coca-Cola man risked his life in trying to close to Mcdowell, but almost be Mcdowell's shotgun sweep, added indignity drive fled. The secondCoca-Cola boy tied the Mcdowell sent to protest employeescame in front of Mcdowell, finally have the chance to visit his factory, but the stubborn old man still refused to allowCoca Cola Co to divide a cup of a thick soup. Even to theCoca Cola Co asked Coca-Cola into his brand has become a new brand of mccole, the results of the two sides part.The last Coca-Cola kid to annex Mcdowell in cooperation with capital means personal capital at the same time, theculture as the assistant, the America music with the local ethnic elements mixed into a new music as Coca-Cola localadvertising, the final success. In the whole process of marketing, Coca-Cola kid for that purpose unremittinglyspirit worth our learning. When we encounter setbacks in the process of marketing, unremittingly often is a prerequisite for marketing success. When we encounter setbacks in the process of marketing, unremittingly often is a prerequisite for marketing success. And the marketing of Coca-Cola small end success depends on the cooperation of capital at the same time take cultural means. This is themore advanced means of marketing. Coca-Cola willintegrate into local culture, way of life. When the drink Coca-Cola become this idea has become the consensus of all people an advanced way of life, marketing willimperceptibly be accomplished. Cultural marketing methodsare worth learning. As a love story, "Coca-Cola boy" plotpoint falls in the convention. Coca-Cola boy female secretary fell in love with him, and he began a series of pursuit. Only the pursuit of efficiency, to be indifferent toother Coca-Cola boy finds herself falling in love with thelittle monkey business secretary. The dramatic, female secretary is soft drinks boss Mcdowell 7 years no daughter.Mcdowell's wife is a Coca-Cola salesman, because theyclaim the opposite, and stubbornness and self-willedMcdowell, his wife Dutch act, the daughter ran away from home. Even Coca-Cola kid a tour of the factory, Mcdowellpointed to his wife's portrait said to him: "I love him, but I hate her!". I can be half make fun of the whole moviesummed up as: even two generation Coca-Cola salesmanwith local soft drink and its daughter boss emotional entanglements history. When the 7 years no daughter stillrefused to meet with Mcdowell, Mcdowell heart have mixed feelings. At last he will own factory and factory on fire andto die, he shouted to the firefighters arrived: "this is my factory, I have the right to dispose of his!". Finally Coca-Cola marketing successful Coca-Cola boy is not happy, he finally chose to give up her career and life together withfemale secretary. Educational films I think, is to "Coca-Cola boy" of drama and romance film properties and together.Very relaxed this movie style, so the education will notseem so serious. The opposition between Coca Cola Co and Mcdowell soft drink factory struggle actually represents a America and Australia two culture, two kinds of attitude.When the foreign culture with the irresistible like great scourges to hit you, how would you choose? Is the same as Mcdowell unable to destroy the opponents will destroy yourself? All rivers run into sea or in mind it is satisfied aspart of their own? Instead, when you take the alien culture and the conflict of the culture, will not spare none? When the enterprise and love can not have both, you shouldchoose? Of these, the director did not directly answer,seems to give us some vague answer, is worth us thinking deeply.
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當《可口可樂小子》播放到最後的字幕時，我的腦海裏久久定格在這樣壹幅畫面上：女 主角打開門走出來，看到可口可樂小子坐在矮墻上，抱著她的小女兒，三個人都露出了和煦 的笑臉。那壹刻，我突然覺得，這不僅是壹部喜劇片，壹部商戰片，壹部愛情片，更是壹部 飽含深意的教育片。 作為壹部喜劇片， 《可口可樂小子》的喜劇效果不是很濃烈。我想它唯壹的作用就是使 這部蘊含著嚴肅的命題的影片觀看起來比較輕松歡快。 《可口可樂小子》作為壹部商戰片，其情節也沒有其他商戰片對手之間的爾虞我詐、步 步驚心。 其商戰片的情節主要是： 壹個可口可樂公司的高級營銷商在公司會議上發現澳大利 亞的壹個偏僻山谷小鎮裏可口可樂的市場份額居然為零而該地區的人喝的是當地的壹種軟 飲料， 對這個深受美國文化熏陶的可口可樂小子來說是無法忍受的， 於是他開始了對這個地 區的進軍， 並展開了壹系列的策略， 並最終使該地區成為了可口可樂帝國的龐大版圖的壹個 微不足道的小角落。 可口可樂小子與當地軟飲料老板麥克道爾大致上有三次交鋒。 第壹次可 口可樂小子冒著生命危險試圖接近麥克道爾， 卻差點被麥克道爾的獵槍掃中， 只好灰溜溜地 駕車狼狽逃竄。 第二次可口可樂小子綁了麥克道爾派來示威的員工來到麥克道爾面前， 終於 有幸參觀了他的工廠， 但這個固執的老頭仍然拒絕讓可口可樂公司來此分壹杯羹。 甚至來到 可口可樂公司要求可口可樂融入他的品牌中成為新的品牌 mccole，結果雙方不歡而散。最 後壹次可口可樂小子在采用合作資本的手段去吞並麥克道爾的個人資本的同時， 又以文化作 為輔助，把美國的音樂加上當地民族的元素混合成壹種新的音樂作為可口可樂當地的廣告， 最終獲得成功。 在整個營銷過程中， 可口可樂小子的為達目的而堅持不懈的精神值得我們學 習。當我們在營銷過程中遇到挫折時，堅持不懈往往是營銷成功的必備條件。而可口可樂小 子最終的營銷成功靠的是合作資本的同時采取文化手段。這也是營銷中比較高級的手段了。 將可口可樂融入當地人的文化中、 生活方式中。 當喝可口可樂成為壹種高級的生活方式這種 思想成為所有人的***識時， 營銷便已經在無形中大功告成了。 文化營銷的方式值得我們借鑒 學習。 作為壹部愛情片， 《可口可樂小子》的情節有點落於俗套。可口可樂小子的女秘書愛上 了他，並對他展開了壹系列的追求。而只追求工作效率，對其他漠不關心的可口可樂小子發 現自己漸漸愛上了這個有點胡鬧的女秘書。戲劇性的是，女秘書又是軟飲料老板麥克道爾 7 年未見的女兒。麥克道爾的妻子是個可口可樂推銷員，因為他們的主張完全相反，且由於麥 克道爾的頑固與剛愎自用，他的妻子自殺了，女兒也離家出走。甚至可口可樂小子參觀工廠 時，麥克道爾指著妻子的畫像對他說： “我愛他，但我恨她！ ” 。我甚至可以半開玩笑地將整 部電影概括為： 兩代可口可樂推銷員與當地軟飲料老板及其女兒的情感糾葛史。 當 7 年未見 的女兒仍然不願與麥克道爾相見時， 麥克道爾心裏百感交集。 最後他將自己的工廠付之壹炬 並誓要與工廠***存亡，他對趕來的消防員吼道： “這是我的工廠，我有權處置他！ ” 。終於將 可口可樂營銷成功的可口可樂小子卻並不開心， 他最終選擇了放棄自己的事業而跟女秘書在 壹起生活。 我所認為的教育片，是要把《可口可樂小子》的商戰片與愛情片性質和在壹起來看。這 部影片格調十分輕松， 因此其教育性也就不是顯得那麽嚴肅。 可口可樂公司與麥克道爾的軟 飲料廠之間的鬥爭實際上代表了美國與澳大利亞兩種文化、 兩種態度的對立。 當外來文化挾 不可阻擋之勢像洪水猛獸壹般向妳襲來時， 妳會如何抉擇？是像麥克道爾壹樣毀滅不了對手 就毀滅自己？還是以海納百川的胸懷將其納為自己的壹部分？相反， 當妳帶著外來文化與當 地文化發生沖突時， 是否也會趕盡殺絕呢？當事業與愛情不可兼得時， 妳又該作何選擇呢？ 這些，導演都沒有直接給出答案，又似乎給了我們壹些模糊的答案，值得我們深思。