| 摘要 | 第1-5页 |
| Abstract | 第5-7页 |
| Acknowledgements | 第7-8页 |
| Introduction | 第8-21页 |
| Chapter One Think Local, Act Local | 第21-41页 |
| ·Combination with Traditional Chinese Cultural Elements | 第21-32页 |
| ·Print Ads of Traditional Chinese Cultural Elements | 第23-28页 |
| ·Findings from the Combination with Traditional Chinese Cultural Elements | 第28-32页 |
| ·Chinese Stars as Spokespersons | 第32-41页 |
| ·Print Ads of Spokespersons | 第34-38页 |
| ·Finding from the Spokespersons | 第38-41页 |
| Chapter Two Coca-Cola’s Marketing Strategies in Sports | 第41-59页 |
| ·Sponsorship for Beijing Olympic Games | 第42-52页 |
| ·Print Ads of the Olympic Games | 第45-50页 |
| ·Findings from the Olympic Games | 第50-52页 |
| ·Sponsorship for Chinese Football Team | 第52-59页 |
| ·Print Ads of Football Sponsorship | 第55-56页 |
| ·Findings from Sponsorship for Chinese Football Team | 第56-59页 |
| Chapter Three Coca-Cola’s Network Marketing Strategies | 第59-70页 |
| ·Cooperation with World of Warcraft | 第60-65页 |
| ·Print Ads of the World of Warcraft | 第61-63页 |
| ·Findings from Cooperation with World of Warcraft | 第63-65页 |
| ·Cooperation with Tencent | 第65-70页 |
| ·Print Ads of Tencent | 第66-67页 |
| ·Findings from Cooperation with Tencent | 第67-70页 |
| Conclusion | 第70-75页 |
| Works Cited | 第75-77页 |
