Cokacola checklist for Social Compliance in PRC
cocacola强迫劳工歧视
Coca-Cola 可口可乐验厂审核内容-强迫劳工/歧视Forced LaborItem noRequirementYes/No/NAComments2.1Does the factory have a copy of valid laws and regulations on forced labor or understand its requirements? 关于强迫劳动的法律文本2.2Are all workers present voluntarily at the factory? 员工是否自愿上班2.3Are workers free to leave after working hours? Is any restriction placed?2.4Are workers permitted time-off with doctor’s certificate when sick or for maternity?2.5Is any evidence of physical or verbal abuse identified? Whether use of force observed, at least for overtime work? 有无体罚？折骂？2.6Do all workers sign employment contracts with the factory? Is it unfair or illegal? 是否都有合同。
2.7Is any evidence identified that security guards were used to coerce workers ? 保安员打人吗？有用武力吗？2.8Are workers not required to lodge deposits or original documents such as ID papers, training certificate, etc.? 有押金？押身份证？2.9Is any physical method impeding freedom of workers such as surveillance camera, locked exit during working hours or perimeter fences, etc? 工作时有闭路电视等监督吗？2.10Is any evidence identified on the use of forced labor / prison labor?DiscriminationItem no Requirement Yes/No/NA Comments5.1Does the factory have a copy of valid laws and regulations on non-discrimination or understand its requirements? 法律文本？5.2Is any evidence identified on discrimination in employment, promotion, compensation, welfare, dismissal and retirement, etc.?5.3Do employment reflect local ethnic/religious breakdown – no domination by one group?5.4Does employment records show any evidence of discrimination – patterns of dismissal?5.5Do workers have access to and familiarity with procedures for filing complaints about discrimination?5.6Is equal salary for equal work for male and female workers implemented at the factory?5.7Is there any existence of sexual harassment, especially of young female workers?5.8Is any evidence identified on discrimination through interview with workers, individual and collective?。
销售可乐英文作文
销售可乐英文作文Title: Selling Coca-Cola: A Refreshing Journey。
Introduction:Coca-Cola, a globally recognized beverage, has captured the hearts and taste buds of millions around the world. Its iconic taste, coupled with effective marketing strategies, has made it a staple in many cultures. In this essay, we will explore the art of selling Coca-Cola and the impact it has on consumers.History of Coca-Cola:Coca-Cola has a rich history dating back to the late19th century when it was first concocted by pharmacist John Pemberton in Atlanta, Georgia. Initially sold as a medicinal tonic, Coca-Cola quickly gained popularity forits refreshing taste. Over the years, the brand has evolved into a cultural phenomenon, synonymous with happiness andjoy.Understanding the Market:Before delving into the sales process, it is essentialto understand the target market for Coca-Cola. The beverage appeals to a wide demographic, spanning across age groups and socio-economic backgrounds. Its universal appeal liesin its ability to quench thirst and provide a moment of refreshment in any situation.Effective Marketing Strategies:One of the key factors behind Coca-Cola's success isits innovative marketing strategies. From iconicadvertising campaigns to sponsorships of major events like the Olympics and FIFA World Cup, Coca-Cola ensures itsbrand remains top-of-mind for consumers. Additionally, partnerships with popular influencers and celebrities helpto reinforce its image as a trendy and aspirational product.Engaging Consumers:In today's digital age, engaging consumers goes beyond traditional advertising methods. Coca-Cola leverages social media platforms to interact with its audience directly. Through creative content and interactive campaigns, the brand fosters a sense of community among its consumers, encouraging them to share their Coca-Cola experiences online.In-Store Promotions:At the point of sale, Coca-Cola employs various tactics to entice consumers to make a purchase. Eye-catching displays, promotional offers, and strategic placementwithin stores are all part of the brand's retail strategy. By creating an inviting shopping environment, Coca-Cola increases the likelihood of impulse buys and brand loyalty.Embracing Sustainability:In recent years, there has been a growing emphasis on sustainability within the beverage industry. Coca-Cola hasresponded to this trend by investing in eco-friendly packaging and reducing its carbon footprint. By aligning with consumer values, the brand not only attracts environmentally conscious consumers but also enhances its reputation as a responsible corporate citizen.Conclusion:Selling Coca-Cola is more than just moving units; it's about creating memorable experiences for consumers. Through effective marketing, engaging promotions, and a commitment to sustainability, Coca-Cola continues to hold its position as a global leader in the beverage industry. As we look to the future, one thing remains certain: the allure of Coca-Cola will continue to captivate consumers for generations to come.。
英语作文营销案例题目
英语作文营销案例题目Marketing Case Study: Coca-Cola。
Coca-Cola is one of the world's most recognizable brands. Founded in 1886, the company has grown to becomethe largest soft drink manufacturer in the world, with operations in over 200 countries. Coca-Cola's success canbe attributed to its strong marketing campaigns, which have helped to create a strong brand identity and increase consumer loyalty.One of Coca-Cola's most successful marketing campaigns was the "Share a Coke" campaign, which was launched in 2011. The campaign involved printing popular first names on Coca-Cola bottles and encouraging consumers to share a Coke with friends and family members whose names were on the bottles. The campaign was a huge success, with sales increasing by 2.5% in the UK alone.Another successful campaign was the "Taste the Feeling"campaign, which was launched in 2016. The campaign aimed to reposition Coca-Cola as a drink that evokes emotions and feelings, rather than just a thirst-quencher. The campaign featured a series of TV commercials and print ads that showcased people enjoying Coca-Cola in a variety of different settings.Coca-Cola has also been successful in using social media to engage with its customers. The company has over 100 million followers on Facebook and over 3 million followers on Twitter. Coca-Cola uses social media to share content that is relevant and engaging, such as photos and videos of people enjoying Coca-Cola in different parts of the world.In addition to its marketing campaigns, Coca-Cola has also been successful in sponsoring major sporting events, such as the Olympics and the FIFA World Cup. These sponsorships have helped to increase brand awareness and create a positive association between Coca-Cola and these major sporting events.In conclusion, Coca-Cola's success can be attributed to its strong marketing campaigns, which have helped to create a strong brand identity and increase consumer loyalty. The company's use of social media and sponsorship of major sporting events has also contributed to its success. Coca-Cola's marketing strategies serve as a great example for other businesses looking to create a strong brand identity and increase customer loyalty.。
新交际英语阅读教程3Unit1Advertising课后习题答案
Unit1 AdvertisingReading and StudyingReading Comprehension1. 1)F 2)T 3)T 4)T 5)F 6)F 7)F 8)F 9)T 10)T2. 1) Because of the an -obesity efforts, Coca-Cola gained the upperhand not only in the obesity debate, but also against its compe on.2) Companies doing their utmost to stay ahead of the compe on,delivering excep onal services, products and not sustainability pledges to the consumers.3) They are the Arc c Home campaign by Coca-Cola, and the RefreshProject by Pepsi. The message conveyed by the strategies is sustainability.4) The new informa on is how sustainability communica on is alsoused as a strategic tool, dealing with top-management decisions rather than a green flash in the marke ng plan.5) Because obesity has been rated as one of Coca-Cola’s two biggestfinancial risks. The move is to deal with the challenge, thus securing the investors’ interests.6) It is because Coca-Cola admits that its high-sugar drinks are part ofthe obesity problem. By finally facing its own demons, Coca-Cola can focus on building real trust with consumers.7) If you stand up to the challenge and face your real enemies, thethreat can be turned into an opportunity.Language Focus1. 1) scru ny 2) tackle 3) tac cal 4) stakeholder 5) savvy 6) pledge 7) proac ve 8) obesity9) (has) launched/launches 10) encompass2.1) stay ahead of 2) pull back3) engage in/be engaged in 4) in support of 5) fizzled away 6) at stake 7) was faced with 8) came to 9) stand up to 10) end up 3.B 1) technical challenge 2)alackofcommunica on 3) poli cally engage 4) hold a compe on 5) effec ve marke ng 6) intense/fierce compe on 7) overall strategy8) marke ng director 9) a shock move10) engaged in 11) passive consumers 12) direct challenge 13)regular communica on 14) ordinary consumers15) made the right move 16) cheaper strategies4、 1) 自从可口可乐致力于抗肥胖产品研发以来，评论家的指责令该公司的雇员手忙脚乱，无所适从。
Coca-Cola_(China),_Key_Success_Factors_Analysis
Coca-Cola (China), Key Success Factors Analysis Coca-Cola company from its inception in 1886, hasbeen its delicious carbonated beverage products has swept the world, after enduring 117 years.Coca-Cola entered China in 1927, for some reason after the withdrawal of return to China in 1979, and set up a Coca-Cola (China) Limited. Now Coca-Cola (China) Co., Ltd. has become China's largest beverage joint venture, each of the taxes turned over to the country reached three billion yuan.20 years, Coca-Cola (China) Co., Ltd. has achieved excellent results, has become a pioneer leader in soft drink sales market is regarded as specimens of the same industry and model.Coca-Cola Company is able to do in China, made such a huge success?Through the Coca-Cola (China) Beverages companies personal work experience, I am deeply aware of: Coca-Cola Company is not only a brand to create a company, but also a base for training and practice, is fast moving consumer goods industry, 'Whampoa Military Academy'. It seeks to create all the conditions for their employees to play the staff expertise to develop the skills of employees, and tap the potential ofemployees, truly make the best use. Coca-Cola Company is the culture of the achievements of these talented of the brand. Therefore we can say is unique and effective human resources strategy for making Coca-Cola Company to create a spectacular performance, becoming the world's No. 1 brand companies.Talent is the company's most important business resources are the most valuable of all the wealth of wealth. Proper development and selection of talent strategy, efforts to develop mining talent into full play the positive role of all kinds of talents, is the key to business towards prosperity.In the business development process, the development of human resources on productivity play a decisive role in the realization of corporate business strategy plays a guarantee. Talent's business skills, intelligence level and management level is high or low productivity directly restricts the effectiveness of each element of play, directly determines the level of labor productivity. In short, the activities of production and operations talent is an indispensable element, but also other elements that it plays a leading and decisive role. Let us come to a concrete analysis of Coca-Cola (China) Co., Ltd. talent strategy in a number of successful experienceand unique.A talent localization strategyWhether past, present, or in the future, as long as enterprises, selling goods, all of the development strategy, business strategy and marketing methods have to suit local conditions, as management and marketing are the unity of science with practice.Coca-Cola Company in 1979 to return to China, though there are already 90 years of international experience in market operations, but really started to operate in China, but still first time a practice. If the headquarters of paper sitting in the United States to carry out the operation without any specific decision-making, the result unsatisfactory. Only in the understanding of the local concrete realization of the situation and make a concrete analysis, carried out targeted decision-making, and allow local people are familiar with local conditions to implement in order to achieve the intended purpose. Looking at Coca-Cola Company employment strategy, its most distinctive point is that 'localization'.Of local talent on the Coca-Cola company's development philosophy has far-reaching significance, the essence of the theory are: (1) setting up a company in the market locally, allemployees are using local people; (2) Sales principle of unity by the head office is responsible for the training of personnel. 'Let the whole world to drink Coca-Cola', served as president of Coca-Cola Company as a model by all these words. To get people around the world drink Coca-Cola, only qualified personnel, marketing and other localization, in order for that magnificent phrase possible become a reality. Therefore, it is 'with the locals', 'training by the head office is responsible for a unified' this principle, so that Coca-Cola (China) Company has made the development of rapid yet proved successful.Coca-Cola (China) Co., Ltd. talent localization strategy embodied in the following.1, managers, localizationGenerally speaking, China's multinational employees give us the impression is often beard, green eyes and alien suits and ties; job is always half of the time in China, office, half of the time in vacations abroad; except secretary, no more communication with internal staff, an unpredictable situation; the exchange of language is no doubt foreign language.In the Coca-Cola (China) Co., Ltd., is completely not thecase:(1) In China, more than 99% of the Coca-Cola system employees are Chinese staff; in the Coca-Cola Beijing area, in addition to general manager and chief financial officer from Taiwan and Australia, other indigenous people invariably the mainland.(2) All management staff communication language, not only fluent in English, as well as fluent in Chinese, and even Coca-Cola (China) Co., Ltd. are able to use a foreign president, fluent in Chinese dialogue and jokes; there are many foreign colleagues have also used the Cantonese and other dialects.(3) All documents between the two texts are in Chinese and English.It will do nothing to retain the management of local talent, is the real localization lies its charm. Imagine there is another where a multi-national corporations have such a bearing, on entering the non-native country would dare to start the implementation of such a drastic localization of high-level personnel? This is not 'glass ceiling' is a huge promotion of space, so that the local managers were able to really remove the worries, a pragmatic manner and the companies jointly grow up without hesitation for the enterprise for long service.2, the specific localization of the operatorCoca-Cola products, sales network extends to where, just where the selection and appointment. Coca-Cola Company's management believes that local operators have a unique specific conditions: First, are familiar with Trade, including neighborhood, business cases, buying habits, and make sales of Coca-Cola drinks as soon as possible into the local environment; second is on the range, the specific local operations staff and relatives and friends will be affected by their work, provide assistance to expand their work; third, the workforce is stable, the local staff in Hong Kong and settled down, no worries, work mentality stable and concentrate on their work. These natural advantages for foreign workers can not be compared. Therefore, in China's 23 bottling plants and Coca-Cola (China) Co., Ltd. All offices, which all of the specific operator is a local person.Here, the localization not only with the meaning of the recruitment of local staff, but also for the local conditions for deeper development. Such as the Beijing region to recruit laid-off Daisow Stock keeper, in the streets of Shanghai recruitment of community workers search for the collection of information, etc., are the most in-depth localization strategiesof the most outstanding extension.This is essentially homogeneous by Chinese staff to manage the local Coca-Cola system, involved in the actual management of the world's first brand and operation, making Coca-Cola (China) Co., Ltd. employees to stand on the shoulders of giants, using the most advanced management and operation of the means , developing markets and expanding channels, which Coca-Cola (China) Co., Ltd. extraordinary growth. In turn, this can encourage businesses to fully take account of local realities, to carry out activities in line with local conditions and thus would not have as many multinational companies to non-native states in acclimatized. Therefore, local officials in 2001 launched the summer of 'Coca-Cola Founder dynamic interconnection you and me that he' promotions are successful, for the Asia Pacific launch of the 'Queer' juice successful, the localization of the brand 'sharp' market a success ... ...Although the localization strategy of Coca-Cola Company to achieve effective results, but it does not stick to conventions, holding tight hold onto their ideas. In recent years, Coca-Cola launched 'THINK LOCAL, ACT LOCAL' the localization of thinking, whose main points are: according to local needs tomake the relevant decisions. Response to Beijing made considerable achievements in recent years, and will become the host city for the 2008 Olympic Games, the manpower required to support a strong, Coca-Cola Company in December 2002 the original Coca-Cola (China) Corporation Beijing Office to adjust to upgrade the independent Beijing belongs to the Asia-Pacific region area. The same time, in 2008 to prepare for Beijing to implement a more localized area of personnel policy, Beijing district personnel selection and promotion will have greater autonomy.As can be seen, Coca-Cola (China) Co., Ltd. was named China's most successful localization of multinational companies and its implementation strategy for the localization of human resources contributed. Through the implementation of the strategy of localization, not only significant savings in management resources to enable the management more in line with local conditions, while relations with the local government closer and harmonious; has not only trained a large number of localized management personnel, business people, so that the smooth implementation of various policies , but also to provide strong long-term development of the stamina; not only keep up with globalization and thedevelopment of local culture, so that internal and external communication easier for the local bring huge economic and social benefits, but also to make a more harmonious cultural integration, companies are eternity.'Every enterprise are two kinds of value: the business value and social value, these two values is perfect, is a manifestation of business leaders lofty aspirations. 'We can say that the implementation of human resources strategy of localization, so that Coca-Cola Company has reached other enterprises in China, Mozambique and the hope of the double height.2, talent management strategyTalent management strategy is defined as the overall strategy for corporate human resources requirements, to meet the needs of enterprise survival and development to develop the introduction of talent, improve the overall quality of the workforce, from the discovery and train a large number of talents and to provide them with a broad stage and harmony work environment so that they can give full play to their talents, but for the long-term nature of planning and strategy.Coca-Cola (China) Co., Ltd. in talent management strategies, be described as 'Bole' phase 'Maxima', give him abroadwilderness, so that future lines thousands of miles; at the same time, he added with adequate nutrition, so that it potentially very strong. It is this 'meritocracy, employers do not suspect' talent management strategies so that Coca-Cola (China) Co., Ltd. a large number of people come to the fore, for Coca-Cola (China) Co., Ltd. has achieved a lot of development and growth.(A) people-management strategiesModern enterprise management, the increasing emphasis on the importance of people, so more and more enterprises make a 'people first' slogan, while the 'people-management' is actually the cornerstone of human resource management is the key talent management strategy implementation .The so-called 'people-management', that is people-centered human resource management thinking. The specific meanings are:Man as an enterprise of the most important resources to human capacities, strengths, interests, psychological factors such as an integrated science and to arrange the most suitable work and the work of the staff arefully taken into account the value and growth, using scientific methods of management , through a comprehensive human resource development plan and building of enterprise culture to enable employees to work and fully mobilize and play to their enthusiasm, initiative and creativity to enhance work efficiency, increase work performance, in order to achieve business development goals and make the greatest contribution.Coca-Cola (China) Co., Ltd., the following three levels of human management is a flexible form of the application and give full play to:1, human-oriented managementMany companies believe that 'so-called humanized management in China, it is difficult to achieve, the current situation is just a beautiful cover to listen to employees, said the slogan, its implementation so middle-level cadres and organizations play the game, everyone a happy music, and nothing more ... ... '. In the Coca-Cola (China) Co., Ltd., 'human-oriented management is the manager in the blood flow in the things'. Coca-Cola Company has developed 117 years because, after years of summing up, has established a very sound management system, no one action are governedby statute, people can easily think of 'harsh system of management' words. However, Coca-Cola (China) Co., Ltd. has put forward is 'iron discipline, love of education' in management principles, such humanized management of the system so that employees of the enterprises have a very high loyalty to colleagues is full of brothers and sisters of the Yi. In this management system, we treat each other in good faith, reasonable, enjoyable. 'To heartfelt and sincere attitude towards their employees, should be the core concept of humanistic management. '2, employee self-managementAs the Coca-Cola (China) Co., Ltd. is a completely open company, as the company's development, employee participation in management level higher and higher. With the management at all levels of staff awareness and desire to have the support of leaders at all levels in the company began to self-management. Made by leaders at all levels of work goals, employees can boldly make their own work plan, through the discussion without barriers, improve after the implementation can be filed. Because staff at all levels within the scope of their work have greater decision-making power and initiative are very strong, which contributed to each employee are subject toa great exercise, have greatly improved the ability to work and thus at all levels of Posts are making quite a lot of backbone and management expert, which for the company's long-term development has laid a solid foundation.3, the enterprise cultureEnterprise culture is a company personnel work habits and style. Coca-Cola (China) Co., Ltd. effectively inherited and developed the Coca-Cola Company introduced the long-term accumulation and the world's positive, lively and passionate corporate culture. Here, the corporate culture not only to the company's image promotion, more crucial point is through theimplementation of corporate culture, to the work of the employees positive guidance.'People-oriented' in management thinking, the real is to reach 'people' and 'things', 'people' and 'people' in harmony, harmony has promoted the realization of the ultimate achievement of the goals of the enterprise.(B) the introduction of talent, training and incentive strategies1, the introduction of strategic human resourcesEnterprises need a large number of qualified personnel to meet the production and operation of career development. People there are many, the key lies in how to discover, to the introduction.Coca-Cola Company, a leader once said, 'Coca-Cola Company in talent introduction, the most attention is that everyone on the Coca-Cola brand, a sincere feeling of love that can dedicate themselves to work hard to make a contribution to the company. 'Of course, this is a basic principle. In addition, corporate recruiters, we will require written tests, interviews, the respondent, lectures, etc. several rounds of examinations in order to guarantee that people choose to write English listening and speaking proficiency, computer operation proficiency, management or skill level of skill, language and the expression of smooth infectiously, public relations and strong ability.Coca-Cola (China) Co., Ltd. due to a set of training system, so the introduction of talent we need not love the brand, the main active in their thinking, the quality of comprehensive, real-world experience and rich as the key element. In this way, not only allows the introduction of qualified personnel to fully absorb the essence of Coca-Colasystem, but also its work as soon as possible into practical work experience in the application of the implementation. Come a long way in the absorption process of development is the introduction of Coca-Cola system, where the purpose of personnel.2, personnel training strategyEmployees can play to their ability, there is no loyalty, the key is training. Coca-Cola system, training is regular, full, scope, and its purpose is to allow people who have felt this is a big family, in addition to dedicating the work, but also to promote personal growth. Its role, long-lasting and effective, and can benefit people for life.Coca-Cola Company's training include the following aspects.(1) basic trainingBasic training, including induction training, company rules and regulations training, corporate culture, training, personal training, motivation and so on. Through such training, allowing employees understand the historical development of Coca-Cola, Coca-Cola (China) Co., Ltd. the development of the situation, entrepreneurial spirit, Coca-Cola management system, Coca-Cola Quality System,Coca-Cola production systems and inspection systems, Coca-Cola human culture, Coca-Cola marketing culture, Coca-Cola rules and regulations and so forth. Through such training, supplemented by personal motivation training to enable employees to be proud of Coca-Cola, the new employees as quickly as possible into work, older employees attitude adjustment, re-kindled passion for the work.Through such training, but also enable employees to have lofty goals and aspirations, optimistic and enterprising attitude, persistent patience, strong self-confidence, good quality, a strong sense of responsibility and adhere to the attitude of learning.Coca-Cola company, 'the company gave them a number of training opportunities, they have pride in the company. They are from the most basic level, they are a white paper, in the Coca-Cola Company work experience can give them a piece of paper in this wonderful picture of life. '(2) business skills trainingAccording to the company identified the development needs of the work of the various positions on-the-job skills training for business personnel. Training policy is 'do, what to learn; missing anything, make up whatis'. The aim is to focus on improving the real-job workers the ability to work or labor skills, so that post to become qualified personnel tomeet the requirements of the posts to meet the business development needs.Coca-Cola (China) Limited's business skills training to do a very detailed comprehensive, including the pyramid training, business training, visits, negotiation skills training, development of skills training, customer attitude and marketing training. Through such training, operational staff can learn in the shortest possible time, the basic sales techniques, to promote the company's profit goals; sales representatives can more clearly know how to seize the opportunity to enhance their effectiveness. These training so that Coca-Cola (China) Co., Ltd. sales team to become a professional level of business organization. At the same time, business skills training is the backbone of the business from the old (director or manager) on a regular or irregular training; for the old business is the backbone of batches upper management to participate in training, and constantly sum up experience from practice and in theory, under the guidance of improve the operational skills. It is precisely because thesetraining courses, Coca-Cola (China) Co., Ltd. to carry out the marketing job is going so well ahead in the beverage industry.(3) Management skills trainingCoca-Cola management skills training, mainly for professionals in the ongoing continuing education. According to a different type of training required: First, the expansion of knowledge-based training to change the intelligence structure and nurturing talent compound talents. The second is the updating of knowledge-based training, timely update their knowledge systems, walk in front of the times, so that Coca-Cola system will always be the times leader.Coca-Cola (China) Co., Ltd. in Tianjin, there is a training center, responsible for Coca-Cola production process, technical training, individual professional topics, lectures. In addition, Coca-Cola (China) Co., Ltd., a Coca-Cola with the Fudan University School of Management, specialized training for senior management, many foreign information, management philosophy and Coca-Cola cases are there to focus research.Some people say that 'raised to the top from the bottom after the ability to perform its functions, the key lies in training'. Yes, there is no appropriate training to acquireknowledge and skills that the post, good management can not be made effective. By conducting team building, personnel administration, marketing knowledge, personnel management, sales management, channel management, customer management, brand building, the contents of the training, management, management of personnel in order to stand a certain height, so that subordinates convinced. Coca-Cola (China) Co., Ltd. is a middle-level management personnel are all leading edge while the implementation of the training while working, a step by step set foot on the Coca-Cola (China) Co., Ltd. in the management of sharp class.(4) a study tourExperienced and knowledgeable talent should have an important quality, the study tour is to broaden horizons and increase intelligence an important way. Regularly or irregularly organize a study tour is the Coca-Cola (China) Co., Ltd. for an important form of training employees. Through study tours, not only broadened the horizons of staff, learning experiences, and discovered a problem, but also to expand the thinking and inspired ideas, thus contributing to business innovation, career to advance continuously.Coca-Cola system is a global, Coca-Cola (China) Co., Ltd. often sending staff to the U.S. headquarters in Atlanta, learning exchanges with colleagues, to the Asia-Pacific headquarters training; company also offers in Thailand, the Philippines, Australia and other areas of the sales staff, marketing personnel, peer exchange opportunities.Such sharing of experiences throughout the system resources is very important to the training of one of the ways. By sharing the experience of the entire system, employees in different market conditions to know how best to handle the event.The company an employee said, 'I'm in the Coca-Cola into contact with something never before come into contact with such a rich resource is in other companies can not come into contact with. The company money, and give employees time, while providing a good training environment. Everyone liked the training environment, cherish this opportunity, and therefore feel deep. 'Through a series of training, you can see a step by step growth of employees. Their growth, led to the growth of enterprises. Through continuous training, implementation, staff knowledge structure is becoming more rational, whilealso growing experience, and thus the entire enterprise staffing structure has also been optimized. Through training, Coca-Cola system's personnel structure pyramid-shaped upward mobility, primary solid footing, high vision and the structure of the steady development of the enterprise of great significance.3, examination incentive systemThe healthy development of talented people is inseparable from the company's assessment incentives. Coca-Cola (China) Limited, this evaluation incentives is a very rich sound.(1) The duties of a job description and job responsibilities the bookCoca-Cola (China) Co., Ltd. As a large institution, there are more job structure and hierarchy, but the responsibilities of each employee for each level of detail is very clear. Because they have very detailed job description, duties, and that the responsibility of each employee must sign the book positions. In this way, companies are not too many of the employees 'care and discipline', employees will be able to clearly they should do, its responsibility. By a quarter or half a year in charge of evaluation, as well as the mutual evaluationbetween employees to find the problems and propose measures for improvement. If possible, the company is also equipped with a mutual aid personnel to help improve. In this way, not only the staff capacity has been improved, and companies can have a multiplier effect of good.(2) KPI assessmentAs the Coca-Cola (China) Co., Ltd. products sold need more employees specific job responsibilities vary, so there is a certain degree of difficulty of employee evaluation. However, the company's assessment of employees, or rules to follow, after all, key indicators remains the same.Now Coca-Cola (China) Co., Ltd. started to implement KPI (Key Indicators) assessment system. Because of this performance evaluation in a manner that motivate employees to make it a more loyal attitude to work harder and can get better results, so by KPI performance appraisal system, Coca-Cola (China) Co., Ltd. has created a compelling management performance and economic performance.When the daily work process of each employee, each customer's visit, the sale of each product, each of the implementation of promotional activities, the daily sales, the monthly market development situation, each customer'saccounts, etc. were always in charge of tracking, and are clearly the responsibility of a day, while quantitative indicators can be used to assess and track, this work produceda very significant effect.(3) IncentiveOf course, Coca-Cola (China) Co., Ltd. for the focus of the work day or a month to carry out examination and appraisal, will use some material incentives, spiritual motivation, honor means of incentives or work incentives to motivate employees.Material incentives: including prizes, bonuses, travel (general staff travel abroad is a Coca-Cola system, the most effective way to motivate one), and promotion and so on. Because of these incentives is used properly, greatly stimulated the enthusiasm of the staff work.Spirit Incentives: including leadership incentives, example motivation, recognition and other incentives, which Coca-Cola (China) Co., Ltd. has played a huge incentive.Honors Incentives: employees in their own work, make a great success if the company will carry out their praise and encouragement, in the company or the Coca-Cola system, the public recognition, to promote their achievements, so thattheyare being respected and loved by colleagues; for their respective awarded the honorary title at different levels, such as 'sales leaders' and 'golden key pacesetter' and so on, and thus to encourage them to make greater contributions to the company.Work incentives: In the work, the Coca-Cola (China) Co., Ltd. assigned to employees with a challenging, innovative work, and to take effective measures to improve their enthusiasm. Coca-Cola (China) Co., Ltd., the staff itself with a strong sense of accomplishment, they want to work to make remarkable achievements. The call for the allocation with challenging and innovative work, what they urgently desire. Therefore, Coca-Cola (China) Co., Ltd., work incentives are frequently used, it is because of its material incentives and moral motivation irreplaceable features - created the role of effective and sustainable.(C) promote human resources strategyEnterprises have the necessary talent, how to give full play to their role, so that their talent, this is a very important strategic issues.。
可乐对身体不健康英语作文
可乐对身体不健康英语作文Coca-Cola and Its Negative Impact on Health。
Introduction:Coca-Cola, one of the most popular and widely consumed soft drinks worldwide, has gained immense popularity over the years. However, its excessive consumption has raised concerns about its negative impact on human health. This essay aims to shed light on the harmful effects of Coca-Cola on the body and emphasize the importance of moderation in its consumption.Body:1. High Sugar Content:Coca-Cola is notorious for its high sugar content. A regular can of Coca-Cola contains approximately 39 grams of sugar, which is equivalent to almost 10 teaspoons.Consuming excessive amounts of sugar can lead to various health issues, such as obesity, diabetes, and tooth decay. The constant intake of sugary drinks like Coca-Cola can significantly increase the risk of developing these diseases.2. Empty Calories:Coca-Cola is also known for its high-calorie content, with a can containing around 140 calories. These calories are often referred to as "empty calories" as they provide no nutritional value. Regular consumption of Coca-Cola can lead to weight gain and obesity, as the body is not receiving the necessary nutrients it needs to function properly.3. Dehydration:Despite being a beverage, Coca-Cola can actually contribute to dehydration. This is because it contains caffeine, which acts as a diuretic, increasing urine production and fluid loss from the body. While drinkingCoca-Cola may quench thirst temporarily, it does not effectively rehydrate the body, leading to an increased risk of dehydration.4. Negative Impact on Bones:Coca-Cola contains phosphoric acid, which can have a negative impact on bone health. High levels of phosphoric acid in the body can lead to a decrease in calcium levels, weakening bones over time. Excessive consumption of Coca-Cola, especially during adolescence when bone development is crucial, can increase the risk of developing osteoporosis later in life.5. Increased Risk of Heart Disease:Regular consumption of Coca-Cola has been linked to an increased risk of heart disease. The high sugar content in the drink can lead to weight gain, obesity, and the development of conditions such as high blood pressure and high cholesterol levels. These factors significantly increase the risk of heart disease, which is one of theleading causes of death globally.Conclusion:While Coca-Cola may be a refreshing and enjoyable beverage, its negative impact on health cannot be ignored. Excessive consumption of this soft drink can lead to various health issues, including obesity, diabetes, tooth decay, dehydration, weakened bones, and an increased risk of heart disease. It is crucial to promote moderation and encourage individuals to make healthier beverage choices to protect their overall well-being.。
可口可乐 人权验厂审核内容
可口可乐验厂审核内容COCACOLA可口可乐验厂审核内容Code of Conduct Assessment ChecklistClient:Vendor:Factory (Name/address) :Type of audit: q 1st party audit q 2nd party audit q 3rd party auditq Announced audit q Unannounced auditq Initial audit q 1st follow up q2nd follow up References:Job Number:Auditors:Date of audit:Signed by Lead auditor:Content I. Factory Information II. Auditor Team III. Auditee Representative IV. Assessment Checklist 1) Child Labor2) Forced Labor 3) Health & Safety4) Freedom of Association5) Discrimination6) Disciplinary Practices7) Working Hours8) Compensation9) Environment I: FACTORY INFORMATIONFactory NameAddressContact PersonTelFaxE-mailFactory OperationsProducts ManufacturedProduction Capacity Qty Per yearManufacturing Floors S.Q. MetersDormitory Area S.Q. MetersKitchen and Canteen S.Q. MetersProduction ProcessFlowEquipment usedEmployees DetailsMale Female Sun-totalSupervisors/ManagersAdministration StaffQuality Control StaffEngineering StaffWorkersSub-totalII.AUDITOR TEAMAuditor name Auditing company Role in theteamAudit dateIII.AUDITEE REPRESENTATIVESName Position/DepartmentIV. Assessment Checklist 1. Child LaborItem noRequirement Yes/No/NA Comments1.1 Does the factory have a copy of valid laws andregulations on child labor OR understand itsrequirements? What is the legal Youngest ageof workers? 工厂是否有关于童工的法律文本复印本。
近十年中美可口可乐广告视频的文化差异分析
ContentsChinese Abstract (2)English Abstract (3)1.Introduction (4)1.1 Background of the Study (4)1.2 Object and Significance of the Study (5)2. Advertising Expositions (5)3. Advertising Characteristics (7)3.1 Similarities (7)3.2 Differences (8)4. Cultural Differences (8)4.1 Collectivism and Individualism (9)4.2 Conservatism and Adventure (11)5. Implication (13)5.1 Understanding of the Cultural Differences (14)5.2 Localization of Brands (14)5.3 Identification of Competitors (15)6. Conclusion (15)References (17)近十年中美可口可乐广告视频的文化差异分析摘要广告是经济活动，同样也是文化产品。
广告视频在跨文化交流中起着重要的作用，不同国家、不同民族的广告视频中都蕴藏了独特的文化内涵，文化的差异性很明显的展现在广告视频中。
笔者通过比较近十年可口可乐公司在中国与美国发布的关于可口可乐的广告视频，就广告视频中表现出的文化差异进行分析，对我国企业实施“走出去”战略提供建议。
笔者强调广告创作者应充分认识文化差异，在广告视频中体现品牌的民族性与国际性，找准目标市场本土品牌的竞争对手，在广告视频中突出产品特色，以期实现更好的产品宣传效果。
关键词：广告视频；文化差异；比较；“走出去”战略Analysis of Cultural Differences Between Chinese and American Coca-Cola Advertising Videos in Recent 10 yearsAbstractAdvertising is an economic activity as well as a cultural product. Advertising video plays an important role in cultural exchange. Advertising videos of different countries and nationalities contains unique cultural connotations. Cultural differences will be obviously embedded in the advertising videos. By comparing the advertising videos about Coca-Cola published by Coca-Cola company in China and the United States in recent ten years, the author analyzes the cultural differences in the advertising videos and provides suggestions for Chinese enterprises to implement the “going global” strategies. The author emphasizes that advertisers should fully understand the cultural differences, embody the national and international characteristics of the brand in the advertising videos, find out the competitors of the local brand in the target markets, and highlight characteristics of products in the advertising videos, so as to achieve a better product publicity effect.Key words: advertising videos; cultural differences; comparison;the “going global” strategies1. Introduction1.1 Background of the StudyAt present, advertising has become an indispensable section of human life. It is undeniable that virtually all of people living and working in this society are increasingly surrounded by advertising. Nowadays, it is no doubt that in this irreversible era of economic globalization, there are more and more exchanges between China and the United States in the political, economic and cultural fields. From a cross-cultural perspective, as a specific symbol of cultural exchange between China and the United States, advertising videos can intuitively reflect some cultural differences between two countries.Economic globalization is an inevitable trend, and enterprises have to face cultural differences for their companies’ survival and development when exploring new foreign markets. Intercultural communication refers to the communication between native speakers and non-native speakers, and also refers to any communication between people with differences in language and cultural background. More than ever before, with the increasingly development of the times, the world is now characterized by an interrelated, interdependent global community(Samovar et al., 2012: 1). Due to the differences in historical background, social norms, traditional customs, values, thinking patterns and living habits, in China and the United States, people’s behavior and think patterns are quite different. Therefore, the same story can be expressed in diverse ways, in accordance with a Greek proverb that “every tale can be told in a different way”.In fact, the commercial value of advertising has always been the focus of people’s research, but the important value of advertising cultures has often been ignored. In recent years, many researchers and scholars have studied the cultural differences of Coca-Cola’s advertising cultures from different perspectives.In Cultural differences Between China and the West and the Creative Expression of Modern Advertisements(黎梦怡, 2010(11): 163), by comparing Coca-Cola’s advertisements of China and the United States in the early period of the same generation, Li Mengyi believes that Coca-Cola’s advertisers in different countries used different advertising symbols in order to achieve effective cross-cultural advertising communication effects because of the cultural differences between China and the west.In Thinking Mode of Chinese and Western Commercial Advertising Cultures(向罗群, 2009(6): 215-216), Xiang Luoqun makes a comparative analysis of the cultural differences between Chinese and western commercial advertisements, including overall thinking and analytical thinking, image thinking and abstract behavior, collectivism and individualism, power awareness and right awareness, and the study makes people realize the importance and necessity of attaching importanceto cross-cultural factors.Cai Zhiguo analyzes the differences between Chinese and Western advertising cultures from thinking mode, advertising appeal and specific performance in On the Differences Between Chinese and Western Advertising Creativity(蔡之国, 2007(11): 133-136). In his opinion, Chinese advertisers need to take the national cultures as the basis, and learn from the experience of Western advertising creativity to realize the combination of Chinese cultures’ characteristics and the advanced creativity of the western world.In a word, the existing studies for successful multinational companies usually only extract a segment of an advertisement as a reference, but there is little analysis on different advertisements of the same company. For the analysis of the Chinese culture displayed in the advertising videos, the research focus at this stage is mostly on the Confucian culture, which is often expressed as family affection, reunion and filial piety. On the other hand, the study of western culture is mostly embodied in individualism, heroism, extroversion and so on.1.2 Object and Significance of the StudyCoca-Cola company, a soft drinks business tycoon, was born in Atlanta in 1886, and after hundreds of years’ development, Coca-Cola has become the leader of carbonated beverage industry, with a very high market share of 48% in the world. It was ranked the 1st in the world’s top 100 most valuable brands list in 2006, and the 13th in 2017. In Coca-Cola company, there is a saying: “99.61% of Coca-Cola is a carbonated, water and sugar syrup. Without advertising, who will drink it?” Consequently, for such a beverage, Coca-Cola’s advertising and marketing strategy is extraordinarily significant. Thus, on the basis of intercultural communication perspective, by exploring Coca-Cola’s adverting videos issued during the last decade, the paper can further improve our understanding of Chinese advertising.The study of Coca-Cola’s advertising videos is able to help Chinese companies to adjust and formulate their promotion strategies. This paper is dedicated to providing some implications that may help Chinese firms, especially those in FMCG industries, make proper advertising strategies when opening new overseas markets.2.Advertising ExpositionsCoca-Cola issued two significant advertising themes for the brand in 2009 to 2019---“Open Happiness” in 2009 and “Taste the Feeling” in 2016. There are some information about Coca-Cola’sAdvertisements draw attention when they are positioned strategically (Roberts, 1987).Television advertisements employ verbal and visual modes of signification and offer specific strategies for viewers to infer meanings(Benard et al., 2015: 377). These advertising videos in the above table in China and America have achieved success in their respective regions and increased the sales of drinks, reflecting the characteristics of Coca-Cola enterprise and the charm of Coca-Cola. For instance, in 2008, affected by the 2008 economic crisis, Coca-Cola’s sales worldwide fell. After publishing a various of advertising videos, Coca-Cola has embraced the remarkable growth of sales for four consecutive years soaring 35,000 million U.S. dollars in 2009 to more than 45,000 million U.S. dollars in 2012.(Net 1)By comparing these classical and well-known advertising videos published in China and America, the author lists the following characteristics of these works’ similarities and differences, and analyzes the cultural differences between China and the United States behind these advertising videos.3.Advertising CharacteristicsCoca-Cola possesses a leading position in soft drink markets around the world. Its sales volume far exceeds that of Pepsi, its main competitor, and Coca-Cola was once listed in the Guinness world record. Designers do always describe the delicious and fresh Coca-Cola drinks in a unique way, and seize the spirit of consumers’ enjoyment of happiness and the desire to express their creativity. As Qin Yuanyuan said in the article A nalysis of Coca-Cola Advertising Copywriting, Coca-Cola meets consumers’ material and spiritual needs, and truly achieves the two core elements of “Coca” and “Cola”(秦媛媛, 2013(07): 191). Through the comparative analysis, some similarities and differences can be discovered from Coca-Cola’s advertising video creations issued in China and the United States mentioned above.3.1SimilaritiesAdvertising video’s title is the soul of an advertisement video as a good title is beneficial to gain the psychological recognition of the audience and is conductive to implement brand marketing strategies. Coca-Cola advertising titles, which are brief, concise and refined, have the ability to make the audience understand the advertising videos intuitively and leave a deep impression.Coca-Cola’s advertisers usually make advertising videos that are easily accepted by the target customers, and formulate advertising marketing strategies which conform to local characteristics, customs and cultures in line with the target customers in different countries or regions. Advertisers tend to mix customs in the target markets with company’s present marketing strategy to realize internationality of the advertisements.Entertainment is the most obvious feature in popular cultures, and advertising is the booster of economic and cultural development. Coca-Cola’s advertisement is a critical point of mass entertainment cultures. In the mentioned advertising videos, so many entertaining elements can be found such as celebrity endorsers, pop music, World Cup and other sports events, and so on. If advertisements are regarded as condiments, the entertainment of advertisements can conquer the taste buds of consumers all over the world.3.2DifferencesIn different markets, Coca-Cola’s advertisers produce diverse business advertising videos that highlight the unique customs and cultures in those countries or regions.For advertising videos published in the United States, the characteristics are as follows: first, heaps of elements of individual value and personality can be found in the videos; second, American advertisers are good at using elements of exaggeration and humor; at last, American advertisers integrate the spirit of adventure into the advertising creativity, which is shown in the advertising video with visual impact and passionate advertising copy.For advertising videos published in China, the characteristics are as follows: first, advertisers integrate Chinese traditional cultures especially Confucian culture into advertising videos, and they value folk customs well; second, in Chinese videos, producers often put the concept “home” in the first place, and attach importance to the core idea of family, friendship and filial piety; at last, the core of Chinese cultures is the word “harmony”, so most of the advertising ideas are conservative, and designers tend to make warm and harmonious pictures and happy endings.4.Cultural DifferencesIt is known to all that Coca-Cola’s advertising designers are good at grasping the differences of different cultures, therefore consumers in Coca-Cola’s target markets can quickly accept and remember the product more deeply. Based on the advertising videos and their characteristics mentioned above, the author will analyse the differences between Chinese culture and Americanculture from two main sections: collectivism and individualism, conservatism and adventure.4.1Collectivism and IndividualismInfluenced by Chinese traditional cultures, Chinese people focus on collectivism and emphasize that everything should be orderly. But American people tend to emphasize individual freedom, individual power and individual independence(常春梅, 2009(11): 254). This aspect of difference can be linked with the myths and legends about human creation in China and the West: the Western God, Jehovah, created the individual Adam and Eve according to The Bible. While the Chinese God, Nvwa, created a group of people without a surname according to Chinese fairy tales.Geert Hofstede, a well-known Dutch social psychologist and management scientist, put forward the social dimension of culture to measure cultural differences in different countries. In this framework, Hofstede describes five indicators of cultural differences, including collectivism and individualism(窦卫霖, 2005: 66). Hofstede thinks that in an individualism culture, free will is highly valued; and in collectivism culture, the group’s needs are more important.4.1.1Collectivism in Chinese CultureIn Hofstede’s theory, collectivism describes that people belonging to in-groups that look after them in exchange for loyalty. From the Coca-Cola’s advertising videos released for Chinese consumers, it can be easily found that these advertising videos with strong humanistic care tend to focus on families, groups and teams. The themes of advertising videos issued in China mentioned in the second chapter are all related to family reunion and friends gathering. For example, in the video Coca-Cola, We’re Going to Be Together(2019), the main idea is that a group of people compete for a bottle of Coca-Cola when they gather in the Chinese New Year. This phenomenon is related to the importance of collective power and the interests of the majority in Chinese traditional cultures, as well as the herd mentality of the Chinese people. Therefore, as Yang Yanqun and Pan Youzhi point in On the differences Between Chinese and Western Advertisements that Chinese advertisements reflect a common concept of group that people emphasize the whole, attach great importance to family and family affection(阳艳群, 潘有志, 2007(09): 126).(Coca-Cola, We’re Going to Be Together, 2019)The Chinese traditional virtue of “being happy alone is not better than being happy withothers(独乐乐不如众乐乐)” has long been rooted in the fertile soil of social value. In advertisements, Chinese often associate products with collectives to obtain good feelings of the audience. Thus, in China, the commercial appeals with the themes of family, friendship and love are always effective. This is why Coca-Cola created an advertisement video called New Year, the First Coca-Cola about Fahrenheit’s friendship for the celebration of Chinese New Year.In the picture of advertising video, the nature of collectivism is often manifested in the emergence of a group of people. Sometimes they are lovers like the video Supermarket(2016), and sometimes they are family members such as the carton one called Catch the Coca-Cola Bear(2012).(Supermarket, 2016)Li Mengyi holds the point that Chinese social culture emphasizes the sense of collectivity, cohesion and group identity in Cultural differences Between China and the West and the Creative Expression of Modern Advertisements(黎梦怡, 2010(11): 163). In advertisements, Chinese people often associate products with collectives. It can be easily found that collectivism extensively exist in Chinese advertisements, for instance, Haier, made in China(海尔，中国造), Love China knot, connect the hearts of the world(情系中国结，联通四海心), Promote health for the whole family(促进健康为全家).4.1.2Individualism in American CultureIn Hofstede’s theory, individualism is described as the fact that people attach importance to after themselves and their immediate family only. Since the Renaissance, people in western countries have always emphasized the cultural characteristics of human nature and personality, which has a great influence on American individualism. Nowadays, there are unique features in American advertising cultures such as molding personality, publicizing individuality, highlighting personal value and the pursuit of personal freedom. American culture is radical, open, enterprising and changeable, and has a great influence on the creation of advertising originality and content. Chang Chunmei shows her view in The Influence of Cultural Differences Between China and the West on Advertising Creativity that American culture has an obvious tendency of individualism, and it emphasizes individual freedom, individual power and individual independence(常春梅, 2009(11). For advertisers, they pay more attention to the unique content of advertisements and the psychological satisfaction of the audience.Individualism is also named as personal heroism. In the United States, individualism runs through every aspect of American people’s life. In the picture of advertising videos, the nature of individualism is often manifested in the emergence of a hero or a star to stimulate the audience’s heroic individualism and consumers’ passion as well .Individualism indicates more on “I”. During the 2016 Rio Olympics, Coca-Cola launched a video advertisement named W hat Does Gold Feel Like?for Europe and the United States. This advertising video shows a series of excited look and performance of famous European and American athletes. In this video, “I” or “you” do appear in almost every sentence. Obviously, it emphasizes personal feelings and advocates individualism. Furthermore, we can find individualism in other advertisements as well. For example, the slogan JUST DO IT,Nike’s famous advertising copy, brings individualistic heroism to the extreme.4.2Conservatism and AdventureAdvertising video belongs to the category of culture, which is influenced by people’s ideology, social morality and social public orders. Advertisers own diverse feelings according to different cultures of different nationalities which will lead to different creative ideas of these artists.Chinese advertising designers emphasize emotional appeals and rely on Chinese traditional cultures when producing advertising videos, so as to adapt to consumers’ consumption psychology and improve the advertising effects. American advertising designers, however, regularly have some bold, innovative, interesting and attractive ideas, and they are good at pouring their whimsies into advertising videos. Designers in the U.S. are inclined to advocate publicity of individuality and emphasize unique cultural connotations(雷童等, 2016(14): 310).4.2.1Conservatism in Chinese CultureInfluenced by traditional economic models and Chinese traditional cultures for more than 2,000 years, Chinese people have become accustomed to relying on their families or clans, and pursued stability more. Thus conservatism in China can be regarded as a type of the pursuit of stability and harmony. Until now, we can find that a number of Chinese advertising videos are filled with some conservatism elements of family, reunion and harmonious coexistence.Li Yuanjing believes that in Confucianism, man and nature in the unity rather than opposites(李元菁, 2006(1): 64). Thus, in most of Chinese advertising videos, advertisers always exhibit products in a harmonious environment without any elements of being against or causing conflict, and they are adept in making this environment with love, kindness, respect and other elements which can manifest Confucian’s benevolence, righteousness, propriety, wisdom and trust. In On the Differences Between Chinese and Western Advertising Creativity, Cai Zhiguo points that most of the Chinese advertising language is straightforward, and the use of pictures, colors and sounds is relatively quiet and peaceful, which can show the conservatism of Chinese culture(蔡之国, 2007(11): 134).Chinese people advocate the Confucian culture, and after nearly thousands years’ influence, this traditional culture makes Chinese form a conservative psychological structure and an introverted character(王玉, 李燕临, 2008(04): 100). As a consequence, the pursuit of stability is usually expressed in the advertising videos. From the perspective of background music, Chinese advertising works are peaceful, warm and fragrant to serve as a foil to a comfortable picture. A placid and warm music of video Coca-Cola, We’re Going to Be Together in 2019 is able to set off and represent the element of stability in the music well.Family is the emotional belonging and survival support for Chinese people. The family affection has been praised by Chinese people since ancient times. In recent years, there are more and more advertisers using family affection strategy in Chinese advertising videos. Influenced by the conventional psychology of national culture, Chinese people are willing to gather with relatives and friends in festivals, so advertisers skillfully nurtured a huge “mental appeal” that people would drink Coca-Cola to celebrate their gatherings and obtained the sense of identity among the Chinese advertising audience, pushing consumers to buy Coca-Cola’s products. Coca-Cola’s advertisers cleverly put the cultural characteristic of the pursuit of stability into advertising videos such as New Year, the First Coca-Cola in 2010 and Coca-Cola, We’re Going to Be Together in 2019 so that videos successfully arouse the yearning in people’s heart for reuniting with intimate relatives and friends.(New Year, the First Coca-Cola, 2010)4.2.2Adventure in American CultureAs a brand almost developing with American history, Coca-Cola is deeply influenced by the history of American development, and reflects democracy, independence, adventure, aggression and other factors in American culture. Americans are born with a sense of adventure and a passion for new things, and this is good for stimulating people’s imagination. Nowadays, we can find the element of adventure in American culture from Coca-Cola’s advertising videos.From the earliest immigrants, the spirit of adventure has always been one of the outstanding spirits of American culture. When America was a wilderness, the first group of Europeans who had immigrated to the United States reclaimed a new continent and made it more innovative than all theprimitive civilizations of mankind. The spirit of adventure has been handed down to this day. At the present, American family education attaches great importance to the cultivation of children’s risk-taking spirit. Parents often encourage their children to do something challenging, and children don’t want their parents to arrange their own futures but do what they are really interested in.In the article Different Culture Flowers -- Chinese and Western Culture and Advertisement of “Harmony but Difference”, the author Li Yuanjing indicates that in the western world, advertisers focus on the individual and personality, and their advertising culture emphasizes the atmosphere of freedom and the realm of adventure(李元菁, 2006(1): 64). Therefore, the content of advertising videos in the United States is more diverse, attractive and innovative.In the Coca-Cola’s innovative advertising video Insect Thief in 2010 which was influenced by American adventurous spirit deeply, advertisers personified insects so that those insects could chase and achieve their dreams bravely---obtaining that bottle of Coca-Cola. This video showed that everyone can positively pursue what he likes. The video aimed at young people as their main consumer groups at that time, and encouraged young men to release their abilities and talents, and pursue what they really wanted to do no matter how difficult the process could be. In this way, Coca-Cola had a strong impact on the younger generation of consumers, so that they could not only feel the cool feeling of Coca-Cola, but also could be inspired by these adventurous insects.(Insect Thief, 2010)Along with the table shown above, all of these videos published in America choose inspiring, passionate and positive music as the background music. These kinds of music can make people relaxed and stimulate people’s imagination. María JoséSánchez-Porras and his partners have shown how the use of music in Coca-Cola audiovisual advertising results in emotional benefits to the public because it arouses positive feelings that lead to happiness, along their study in the essay Emotional Benefits of Coca-Cola Advertising Music(María JoséSánchez-Porras et al., 2017(237): 1448).5.ImplicatureUnder the background of economic globalization, a mushrooming number of Chineseenterprises are inclined to expand overseas markets and build international brands. Advertising can be reckoned as the first business card of products. As an important channel for audiences to understand products for the first time, good advertising videos can help enterprises to introduce products well. With the increasingly development of society, people’s demands on advertisements have also been increased.For example, in 2018, the proportion of FMCG(Fast Moving Consumer Goods) Consumption in Chinese Resident Consumption was about 34.6%, which was the largest proportion of household consumption in China. Domestic brands beat foreign rivals in 2018, and their market share keeps increasing. However, in foreign countries, few domestic FMCG reports can be found, and foreign buyers know little about FMCG brands in China. Therefore, it is of great significance for Chinese enterprises to find out the rules from the advertising marketing strategies of foreign excellent multinational companies.There is a saying in China that “stones from other hills may serve to polish the jade of this one”(他山之石，可以攻玉). As the world’s largest beverage company and well-known FMCG company, Coca-Cola’s advertisements reflect rich regional cultures and are easy to be accepted. Chinese enterprises can learn from Coca-Cola’s successful experience, and combine their own characteristics and advantages to complete the “going global” strategies gradually with the realization of brand internationalization.5.1Understanding of the Cultural DifferencesThe creation of cross-cultural advertising must adequately understand and respect the cultural differences of the target countries, and use the advertising language more carefully. In different countries or regions, the same advertisement has the utterly different impacts. Advertisers are supposed to fully respect the audience as the premise, and have a profound research about the cultural background of target markets and consumers. When making advertisements, advertising designers should avoid producing contents that discriminate against other ethnic cultures. The famous sports brand Nike once published an advertisement for basketball shoes, but it was denounced by Chinese Internet users because the image of evil dragon in the advertising video is suspected of desecrating the totem of the Chinese nation---dragon.5.2Localization of BrandsWhen making cross-cultural advertising videos, advertisers cannot lose nationality while highlighting internationality. Designers should integrate the cultural advantages of the target market in advertisements. The use of national characteristics in advertising videos can form a unique advertising style and be conducive to gain the psychological identity of consumers in the target markets. As Ye Min and Wang Huaying say in The Influence of Cultural Differences on Cross-cultural Advertising Communication and Its Enlightenment, that advertisers are able to use national characteristics to promote products, and expand the national culture to re-create a cultural。
2013年6月四级真题仔细阅读部分(真题+翻译+解析)
2013年6月四级真题仔细阅读部分Part IV Reading Comprehension (Reading in Depth) (25 minutes)Section ADirections:In this section, there is a passage with ten blanks. You are required to select one word for each blank from a list of choices given in a word bank following the passage. Read the passage through carefully before making your choices. Each choice in the bank is identified by a letter. Please mark the corresponding letter for each item on Answer Sheet 2 with a single line through the centre. You may not use any of the words in the bank more than once.Questions 47 to 56 are based on the following passage.Walking, if you do it vigorously enough, is the overall best exercise for regular physical activity. It requires no equipment, everyone knows how to do it and it carries the 47 risk of injury. The human body is designed to walk. You can walk in parks or along a river or in your neighborhood. To get 48 benefit from walking, aim for 45 minutes a day, an average of five days a week.Strength training is another important 49 of physical activity. Its purpose is to build and 50 bone and muscle mass, both of which shrink with age. In general, you will want to do strength training two or three days a week, 51 recovery days between sessions.Finally, flexibility and balance training are 52 important as the body ages. Aches and pains are high on the list of complaints in old age. The result of constant muscle tension and stiffness of joints, many of them are 53 , and simple flexibility training can 54 these by making muscles stronger and keeping joints lubricated (润滑). Some of this you do whenever you stretch. If you watch dogs and cats, you’ll get an idea of how natural it is. The general55 is simple: whenever the body has been in one position for a while, it is good to 56 stretch it in an opposite position.Section BDirections: There are 2 passages in this section. Each passage is followed by some questions or unfinished statements. For each of them there are four choices marked A), B), C) and D). You should decide on the best choice and mark the corresponding letter on Answer Sheet 2with a single line through the centre.Passage OneQuestions 57 to 61 are based on the following passage.Junk food is everywher e. We’re eating way too much of it. Most of us know what we’re doing and yet we do it anyway.So here’s a suggestion offered by two researchers at the Rand Corporation: Why not take alesson from alcohol control policies and apply them to where food is so ld and how it’s displayed?“Many policy measures to control obesity（肥胖症）assume that people consciously and rationally choose what and how much they eat and therefore focus on providing information and more access to healthier foods,” note the two research ers.“In contrast,” the researchers continue, “many regulations that don’t assume people make rational choices have been successfully applied to control alcohol, a substance — like food — of which immoderate consumption leads to serious health problems.”The research references studies of people’s behavior with food and alcohol and results of alcohol restrictions, and then lists five regulations that the researchers think might be promising if applied to junk foods. Among them:Density restrictions: lice nses to sell alcohol aren’t handed out unplanned to all comers but are allotted（分配）based on the number of places in an area that already sell alcohol. These make alcohol less easy to get and reduce the number of psychological cues to drink.Similarly, the researchers say, being presented with junk food stimulates our desire to eat it. So why not limit the density of food outlets, particularly ones that sell food rich in empty calories? And why not limit sale of food in places that aren’t primarily food sto res?Display and sales restrictions: California has a rule prohibiting alcohol displays near the cash registers in gas stations, and in most places you can’t buy alcohol at drive-through facilities. At supermarkets, food companies pay to have their wares in places where they’re easily seen. One could remove junk food to the back of the store and ban them from the shelves at checkout lines. The other measures include restricting portion sizes, taxing and prohibiting special price deals for junk foods, and placing warning labels on the products.57. What does the author say about junk food?A) People should be educated not to eat too much.B) It is widely consumed despite its ill reputation.C) Its temptation is too strong for people to resist.D) It causes more harm than is generally realized.58. What do the Rand researchers think of many of the policy measures to control obesity?A) They should be implemented effectively.B) They provide misleading information.C) They are based on wrong assumptions.D) They help people make rational choices.59. Why do policymakers of alcohol control place density restrictions?A) Few people are able to resist alcohol’s temptations.B) There are already too many stores selling alcohol.C) Drinking strong alcohol can cause social problems.D) Easy access leads to customers’ over-consumption.60. What is the purpose of California’s rule about alcohol display in gas stations?A) To effectively limit the density of alcohol outlets.B) To help drivers to give up the habit of drinking.C) To prevent possible traffic jams in nearby areas.D) To get alcohol out of drivers’ immediate sight.61. What is the general guideline the Rand researchers suggest about junk food control?A) Guiding people to make rational choices about food.B) Enhancing people’s awareness of their own health.C) Borrowing ideas from alcohol control measures.D) Resorting to economic, legal and psychological means.Passage TwoQuestions 62 to 66 are based on the following passage.Kod ak’s decision to bankruptcy（破产）protection is a sad, though not unexpected, turning point for a leading American corporation that pioneered consumer photography and dominated the film market for decades, but ultimately failed to adapt to the digital revolution.Although many attribute Kodak’s downfall to “complacency(自满) ,” that explanation doesn’t acknow-ledge the lengths to which the company went to reinvent itself. Decades ago, Kodak anticipated that digital photography would overtake film — and in fact, Kodak invented the first digital camera in 1975 — but in a fateful decision, the company chose to shelf its new discovery to focus on its traditional film business.It wasn’t that Kodak was blind to the future, said Rebecca Henderson, a professor at Har vard Business School, but rather that it failed to execute on a strategy to confront it. By the time the company realized its mistake, it was too late.Kodak is an example of a firm that was very much aware that they had to adapt, and spent a lot of money trying to do so, but ultimately failed. Large companies have a difficult time switching into new markets because there is a temptation to put existing assets into the new businesses.Although Kodak anticipated the inevitable rise of digital photography, its corporate（企业的）culture was too rooted in the successes of the past for it to make the clean break necessary to fully embrace the future. They were a company stuck in time. Their history was so important to them. Now their history has become a liability.Kodak’s downfall over the last several decades was dramatic. In 1976, the company commanded 90% of the market for photographic film and 85% of the market for cameras. But the 1980s brought new competition from Japanese film company Fuji Photo, which undermined Kodak by offering lower prices for film and photo supplies. Kodak’s decision not to pursue the role of official film for the 1984 Los Angeles Olympics was a major miscalculation. The bid went instead to Fuji, which exploited its sponsorship to win a permanent foothold in the marketplace.62. What do we learn about Kodak?A) It went bankrupt all of a sudden.B) It is approaching its downfall.C) It initiated the digital revolution in the film industry.D) It is playing a dominant role in the film market.63. Why does the author mention Kodak’s invention of the first digital camera?A) To show its early attempt to reinvent itself.B) To show its effort to overcome complacency.C) To show its quick adaptation to the digital revolution.D) To show its will to compete with Japan’s Fuji photo.64. Why do large companies have difficulty switching to new markets?A) They find it costly to give up their existing assets.B) They tend to be slow in confronting new challenges.C) They are unwilling to invest in new technology.D) They are deeply stuck in their glorious past.65. What does the author say Kodak’s history has become?A) A burden.B) A mirror.C) A joke.D) A challenge.66. What was Kodak’s fatal mistake?A) Its blind faith in traditional photography.B) Its failure to see Fuji photo’s emergence.C) Its refusal to sponsor the 1984 Olympics.D) Its overconfidence in its corporate culture.Passage One到处都是垃圾食品。
可口可乐活动流程及内容
可口可乐活动流程及内容英文回答：Coca-Cola is a global beverage company that is knownfor its iconic cola drink. The company often organizes various events and activities to engage with its consumers and promote its brand. These activities are designed to create a memorable experience for participants and tofoster a sense of connection with the Coca-Cola brand.One popular Coca-Cola activity is the "Share a Coke" campaign. This campaign involves personalized Coca-Cola bottles with individual names or phrases printed on them. Participants can find bottles with their own names or the names of their loved ones, and then share them with others. This activity not only encourages people to buy and drink Coca-Cola, but also promotes the idea of sharing and connecting with others.Another example of a Coca-Cola activity is the"Happiness Machine" campaign. In this campaign, Coca-Cola sets up a vending machine that surprises and delights consumers by dispensing unexpected gifts or experiences. For example, instead of a regular can of Coca-Cola, the machine may dispense a bouquet of flowers or a bunch of balloons. This activity aims to bring joy and happiness to people's lives and create a positive association with the Coca-Cola brand.Coca-Cola also sponsors and organizes various sports and entertainment events. For instance, the company is a long-standing sponsor of the FIFA World Cup, one of the biggest sporting events in the world. Coca-Cola's involvement in such events not only helps to promote its brand, but also allows the company to connect with fans and consumers who are passionate about sports.In addition to these large-scale activities, Coca-Cola also engages with consumers through smaller, localized events. For example, the company may organize a pop-up event in a busy city center, where people can try new Coca-Cola flavors or participate in interactive games. Theseevents create a sense of excitement and exclusivity, and give consumers the opportunity to try new products and engage with the Coca-Cola brand in a more personal way.中文回答：可口可乐是一家全球性的饮料公司，以其标志性的可乐饮料而闻名。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Documentation for Social Compliance in PRC (not exhaustive)
1.Business Registration Certificates 营业执照
2.Floor Plan厂房平面图
3.Environmental Document环保文件
4.Local Minimum Wage Notice当地政府最低工资的最新通知
5.Factory regulations, including the policies on working-hour system, overtime
compensation and other legal benefits 厂规或员工手册-包括对工作时间、加班补贴、法定福利之制度
bor contract (individual) 全体员工之劳动合同（个人）
7.Employment Registration Records 全体员工之入职记录（包括：身份证副本）
8.Approval on Comprehensive Calculation of Working Hours System (if applicable) or
Overtime Waiver 综合计时工作制之批准文件或延长加班申请
9.Payment Receipt of social insurance schemes 社会保险之缴费收据
10.Official testimonials on coverage of social insurance schemes 当地社会保险局证明文
件
11.Fire drill records 消防演习记录
12.Injury record 工伤记录
13.Fire Prevention Certification 消防验收合格证
14.MSDS for hazardous substances / chemicals 危险物料安全资料卡
15.Work Permits for special & dangerous operations特种作业之操作证：电工作业、锅炉
司炉、压力容器操作、起重机械作业、爆破作业、金属焊接与气割作业、煤矿井下瓦斯检验、机动车辆驾驶、机动船舶驾驶与轮机操作、建筑登高架设作业
16.Safety Certificate ( For elevator/Boiler etc ) 设备安全许可证(电梯使用许可证/锅炉使
用许可证等等)
17.Hygiene Certificate for the canteen in factory 饭堂卫生证
18.Health examination records of canteen workers食堂员工之健康检查证明
19.Health examination records of juvenile workers (aged 16-18) 未成年工之健康检查证明
(16-18岁)
20.First aid certificates(If applicable) 急救员证书(如果适用)
21.Leave application 请假申报表
22.Payroll records of the most recent consecutive 12 months( if the factory is implement the
comprehensive working hour system最近连续12个月之工资记录
23.Attendance records related to the above mentioned 12 months’ payroll 与以上12个
月工资相应月份之工作时间记录
24.Production Records 生产资料（生产日报,仓库收发记录,QC检查记录，断针记录
等）。