Coca-Cola localizes emotional marketing and social culture in the Chinese market

亲爱的同学们：您好！非常感谢您抽出宝贵的时间参与本次调查。您的回答将对我们的研究提供重要的数据支持。问卷采用匿名形式，请您放心填写。Dear Students,Hello! Thank you so much for taking the time to participate in this survey. Your answers will provide important data to support our research. Please feel free to fill out the questionnaire  anonymously.
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1.
过去3个月您是否购买/饮用过可口可乐？
Have you bought/drank Coca-Cola in the last 3months?
A.是 Yes
B.否 No
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2.
提到可口可乐，您最先联想到的情绪关键词是？
When it comes to Coca-Cola, what is the first emotional keyword that comes to mind?
A.快乐/爽快 Happy/refreshing
B.团圆/分享 Reunion/sharing
C.时尚/潮酷 Fashion/cool
D.怀旧/经典 Nostalgia/classic
E.无特殊情感 No special emotion
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3.
您对可口可乐“新年/春节”营销活动的感知是？
What is your perception of Coca-Cola's "New Year/Chinese New Year" marketing campaign?
A.每年必看，有“过年仪式感”
A must-see every year, with a "sense of New Year's ritual"
B.氛围热闹，但内容雷同
Lively atmosphere, but the content is similar
C.与国产饮料（如王老吉）相比缺乏年味
Compared with domestic drinks (such as Wang Laoji), it lacks New Year's flavor
D.没关注过
I haven't paidattention to it
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4.
您是否因以下情绪场景而增加过对可口可乐的好感？
Have you increased your affection for Coca-Cola due to the following emotional scenarios?
【多选题】
A.考试/加班后“奖励自己”的解压感
The sense of stress relief of "rewarding yourself" after exams/overtime.
B.朋友聚餐“碰杯”的社交连接感
The sense of social connection of "clinking glasses" at a friend's dinner.
C.看到老广告（如谢霆锋、刘翔）的青春回忆
Youthful memories of seeing old advertisements (such as Nicholas Tse and Liu Xiang).
D.乡村/县城小卖部手写招牌的亲切感
The intimacy of handwritten signs in the countryside/county canteen.
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5.
针对无糖可乐，您更能接受哪种情感叙事？
Which emotional narrative are you more comfortable with for sugar-free Coke?
A.“零糖零负担”的爽快
The refreshing of "zero sugar and zero burden".
B.“畅饮无顾忌”的快乐
The joy of "drinking without scruples"
C.两者矛盾，坚持喝有糖版
Contradictory between the two, insist on drinking the sugar version.
D.不关心
Don't care.
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6.
您是否购买过可口可乐的以下“本土化产品”？
Have you bought any of Coca-Cola's following "localized products"? 
【多选题】
A.城市姓名瓶（如“哈尔滨”“成都”）
City name bottle (such as "Harbin" and "Chengdu")
B.生肖罐（虎年/兔年等）
Zodiac can (Year of the Tiger/Year of the Rabbit, etc.)
C.联名款（如阴阳师、英雄联盟）
Co-branded model (such as Onmyoji, League of Legends)
D.以上均未买过
I have not bought any of the above.
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7.
如果可口可乐推出“方言语音罐”（开罐有方言祝福），您会？
If Coca-Cola launches a "dialect voice can" (opening the can with dialect blessings), will you?
A.想买，有家乡归属感
I want to buy it, I have a sense of belonging to my hometown.
B.觉得有趣但不会特意买
I think it's interesting but I won't buy it on purpose.
C.感觉刻意，不太自然
It feels deliberate, not natural.
D.没必要，可乐不需要本地化
No, Coke doesn't need to be localized.
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8.
您认为可口可乐在“融入中国社会”方面做得最弱的是？
What do you think Coca-Cola has done the weakest job of "integrating into Chinese society"?
【多选题】
A.仅停留在节日红包装，日常本土符号缺失
Only staying in the festive red packaging, daily local symbols are missing.
B.与国产IP联名只是贴标，无内容共创
Co-branding with domestic IP is just labeling, no content co-creation.
C.乡村市场渗透停留在货架，缺乏情感对话
Rural market penetration stays on the shelf, lack of emotional dialogue.
D.未回应中国式焦虑（如养生、升学）
Does not respond to Chinese-style anxiety (such as health preservation, further education).
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9.
以下哪种“社会融合”活动更可能让您参与？
Which of the following "social integration" activities is more likely for you to participate in? 
A.社区/大学里的“空瓶回收环保展”（公益融合）
"Empty Bottle Recycling and Environmental Protection Exhibition" in the community/university (public welfare integration).
B.老街/旅游景区的可乐主题快闪店（文旅融合）
Coke-themed pop-up stores in old streets/tourist attractions (cultural and tourism integration).
C.用户投稿“我与可乐的老照片”线上展（记忆融合）
Online exhibition of "old photos of me and Coke" submitted by users (memory fusion).
D.可乐瓶身印普通人的真实故事（UGC融合）
The real stories of ordinary people printed on Coke bottles (UGC integration).
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10.
您对“可口可乐是舶来品还是本土品牌”的认知是？
What is your perception of "whether Coca-Cola is an imported product or a local brand"?
A.典型的美国品牌，喝的是洋气
Typical American brand, drinking foreign style.
B.在中国40多年，已像本地饮料
In China for more than 40 years, it has become like a local drink.
C.介于之间，说不清
In between, it is unclear.
D.不关心出身
I don't care about origin.
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11.
若国产饮料（如非常可乐、崂山可乐）复兴，您会？
If domestic drinks (such as Very Coke, Laoshan Cola) are revived, will you?
A.支持国货，可能转买
Support domestic products, may rebuy.
B.尝鲜，但主力还是可口可乐
Try early, but the main force is still Coca-Cola.
C.谁便宜买谁
Whoever buys cheaper.
D.完全不考虑国产可乐
Doesn't consider domestic cola at all.
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12.
提到“本土化”，您觉得可口可乐学得最像的中国品牌是谁？或者您希望它联名什么本土老字号？
When it comes to "localization", who do you think Coca-Cola has learned the most? Or what local time-honored brand do you want it to co-brand?
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13.
请用一句话描述：您觉得可口可乐“中国味儿”了吗？
Please describe it in one sentence: Do you think Coca-Cola has a "Chinese flavor"?
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