Mass Marketing 大众营销

2026/3/26今日阅读

In the 1880s, people drank John Pemberton’s tonic to cure headaches. It wasn’t a very popular drink, and he sold only about a dozen drinks a day. That’s why Pemberton was willing to sell the rights to his medicinal drink. The buyer, Asa Griggs Candler, paid just $2,300 for the rights to Coca-Cola. Today, Coca-Cola (or Coke) is worth billions of dollars. It controls 50 percent of the world market in soft drinks.

在19世纪80年代，人们饮用约翰·彭伯顿的补药来治愈头痛。这款饮品当时并不受欢迎，他每天仅能卖出约十几杯。这也是彭伯顿愿意出售这款药用饮品经营权的原因。买家阿萨·格里格斯·坎德勒仅以2300美元就买下了可口可乐的经营权。如今，可口可乐（或称可乐）价值数十亿美元，它掌控着全球50%的软饮料市场份额。

图片来自网络

How did Coca-Cola become so popular? One answer is that Asa Candler was a very clever businessperson. He was one of the first people to use mass marketing. How did he do this? First, he made his product unique. When he bought the rights to Coca-Cola, it came in ordinary bottles. It looked like every other drink on the market. To make Coca-Cola look different, Candler modernized the bottles. He also made an eye-catching logo for his product. When other companies tried to imitate Coca-Cola’s name, Candler took them to court.

可口可乐是如何变得如此受欢迎的？其中一个答案是，阿萨·坎德勒是一位非常聪明的商人。他是最早使用大众营销手段的人之一。他是怎么做的呢？首先，他让自己的产品变得独特。当他买下可口可乐的经营权时，这款饮品还装在普通瓶子里，看起来和市场上其他饮品毫无区别。为了让可口可乐显得与众不同，坎德勒对瓶子进行了现代化改造，还为产品设计了醒目的标志。当其他公司试图模仿可口可乐的名称时，坎德勒将他们告上了法庭。

In addition to the unique bottle and logo, Candler spent a lot of time and money advertising his product. He used advertising to make a powerful image of Coca-Cola in the minds of his customers. He gave away free bottles of Coke. He put the name of his drink on pencils, trays, Japanese fans, matches, and many other things. Then he gave the things to people for free. He advertised Coca-Cola in the newspaper and painted the words “Drink Coca-Cola” on the sides of buildings and barns. By 1902, Coca-Cola was the best known product in the United States.

除了独特的瓶子和标志，坎德勒还投入大量时间和金钱为产品做广告。他通过广告在消费者心中塑造出可口可乐强大的形象。他免费赠送瓶装可乐，把饮品名称印在铅笔、托盘、日本折扇、火柴和其他许多物品上，再将这些物品免费分发给人们。他在报纸上为可口可乐做广告，还在建筑物和谷仓的外墙上刷上“请喝可口可乐”的字样。到1902年，可口可乐已成为美国最知名的产品。

图片来自网络

Candler was also able to make memorable advertisements. They often had catchy slogans such as “The Pause That Refreshes.” He also used famous athletes to advertise his product. They helped people to think of Coca-Cola as a delicious drink for everyone.

坎德勒还擅长制作令人难忘的广告。这些广告常配有朗朗上口的标语，比如“暂停一下，恢复活力”。他还邀请知名运动员为产品代言，让人们将可口可乐视为适合所有人的美味饮品。

Today, businesses all over the world use mass marketing, but the makers of Coke were the first.

如今，全球各地的企业都在使用大众营销，但可口可乐的缔造者们是这一领域的先驱。

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