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可口可乐印尼:从文化共鸣到本土创新的战略
1927年,东南亚的岛国印尼正处在动荡的殖民统治下,经济不稳定、民众生活困苦。就在这个时候,可口可乐的第一瓶饮料通过进口方式悄悄进入印尼市场。对于大部分印尼人来说,这是一种前所未见的新奇饮品——带着气泡的甜美滋味,既时髦又让人耳目一新。然而,彼时的市 ...
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