With the advent of the era of knowledge economy, technology has become more and more important in the commercial field. With the development of the times, the rapid development of science and technology, and the integration of the global economy, the needs of consumers tend to be diversified and scientific. In this era of rapid development of high technology, an enterprise must constantly update itself and improve itself if it wants to remain invincible forever. In other words, we should dare to innovate and take risks.

This paper mainly describes the management idea and marketing strategy of Coca-Cola. After 100 years' efforts, Coca-Cola has continuously explored and developed from a little-known ordinary beverage into the most famous and popular beverage in the world, which is inseparable from the innovation of management and operation of Coca-Cola Company. Coca-Cola has a history of more than one hundred years, and its management thought, business philosophy and marketing strategy can be described as an example for other enterprises to learn and follow. But this is also difficult for other enterprises to do. Coca-Cola has made great commercial achievements, but it also dominates the world advertising trend. Coca-Cola has dominated the world beverage market for one hundred years. It attracts consumers from more than 50 countries and regions in the world with its attractive flavor. For many years, Coca-Cola Company has been firmly on the top of non-alcoholic beverages in the world.

Key words: leadership art, management strategy, business philosophy, brand value, advertising strategy, globalization, localization.