in 1985, thECoCA-ColA CompAny mADE thE DECision to ChAngE thE FormulA(配方) oF its lEADing soFt Drink. thE ChAngE wAs BAsED on thE FinDings oF mAny mArkEt stuDiEs. thEsE stuDiEs hAD shown thAt thE gEnErAl rEsponsE to thE nEw proDuCt wAs goo
D、howEvEr, thE ChAngE oF thE trADitionAl.CoCA-ColA By nEwCokE wAs rEjECtED By thE mAjority oF DrinkErs. in FACt, thE CompAny hAD to stEp BACk AnD rEstArt proDuCtion oF thE olD FormulA oFCoCA-Col
A、
thE most importAnt rEAson why nEwCokE wAs rEjECtED wAs thE EmotionAl rElAtionship thAt ExistED BEtwEEn DrinkErs AnD thE olD soFt Drink FormulA,DrinkingCoCA-ColA hAD BEComE A trADition For mAny pEoplE ovEr its 99 yEArs oF ExistEnCE. thE ChAngE mADE By thE CompAny wAs not only inCokE’s FormulA But Also in thE trADitionAl vAluEs AnD mEmoriEs thAt it rEprEsEntED to thE DrinkErs. "wE hAD tAkEn AwAy morE thAn thE proDuCtCoCA-Col
A、wE hAD tAkEn AwAy A littlE pArt oF thEm AnD thEir pAst". thE DrinkErs rEjECtED this "improvEmEnt" BECAusE "thEy BEliEvED thAtCokE stooD For trADitionAl vAluE,…so thEy FElt BEtrAyED whEn thE proDuCt ChAngED ComplEtEly ovErnight".
Although A lot oF rEsEArCh wAs DonE ByCoCA-ColA CompAny, it DiDn’t show thE DEpth oF DrinkErs’ Emotion For thE proDuCt. thE stuDiEs took mAny Forms, But nonE oF thE tEsts wAs ABlE to mEAsurE thE DEgrEE oF pErsonAl AnD EmotionAl rEACtions CAusED By thE DisAppEArAnCE oF thE olD, trADitionAlCoCA-Col
A、thE wEAknEss oF thE rEsEArCh wAs thAt it wAs mAinly quAntitAtivE in Form. thE rEsult wAs only numBErs thAt CoulD not show thE DEEp mEAning thE proDuCt hAD For mAny pEoplE.
A、morE ExtEnsivE stuDy FoCusing on thE quAlitAtivE AspECts oF thE ChAngE woulD pErhAps hAvE BEEn ABlE to DEmonstrAtE thE ClosE rElAtionship Existing BEtwEEn DrinkErs AnD proDuCt.
CoCA-ColA proDuCt wAs BEliEvED to stAnD For ______.
A、trADitionAl vAluEs AnD gooD mEmoriEs
B、trADitionAl Customs AnD hAppy DAys
C、pAst honors AnD EFFiCiEnt mAnAgEmEnt
D、top quAlity AnD wonDErFul tAstE