题目名称：浅析“娃哈哈”如何走向国际化摘要自20世纪八十年代以来，世界饮料消费量迅速上升，全球饮料业进行了高速的产业扩张，而且消费地域差别也更加明显。改革开放以后，几乎世界上所有的饮料巨头都在逐鹿中国。目前，中国软饮料市场比重最大的碳酸饮料市场一直被百事可乐、可口可乐两大企业占据。如何与国际品牌巨头进行市场竞争，如何在开拓国内生存空间的同时向国际化迈进，是我国软饮料业必须面对的严峻问题。事实证明，自2002年以来，百事可乐在中国的发展速度已经明显超过了对手可口可乐。作为软饮料行业的巨头，百事可乐的一举一动都引起了同行竞争者的密切关注和效仿，它开拓国外市场的成功经验也值得我们探究和借鉴。娃哈哈企业成立十几年来，从最初的校办工厂发展为我国饮料行业的民族支柱，成为在国内为数不多的向国际大品牌挑战的领头企业。虽然其与世界饮料食品前五强的法国达能集团合资建厂，并向东南亚、美国、加拿大、意大利等国家出口产品，但娃哈哈始终将目标重点放在国内市场，很少有举措向国际化企业发展。本文将结合中国软饮料的市场现状并对百事可乐进军国际市场的成功经验进行分析，再加上分析娃哈哈发展中存在的一些问题，并由此借鉴探寻出一条以娃哈哈企业为代表的中国软饮料企业如何走进国际市场之路。关键词：娃哈哈；发展；国际化ABSTRACTAfter1980s,thecosumptionofdrinksgoesuprapidly.Globalbeverageindustrypaidattentiontoindustryconvergency,andregionalvariationsappeared.afterreformandopening-up,moreandmorebeveragegaintmultinationalsmarchedintoChinamarket.Atpresent,PepsiandcocacolasharecertainpartofthehugecakeofChinabeveragemarket.ItisvitalforChina’ssoftdrinkindustrytocompeteagainstmulti-nationalsinarightway,anddevelopourselvestobecomeinternation–alization.Infact,sinceyearof2002,Pepsiisdevelopingfastthanthatofcocacola.Asagaintinsoftdrinkindustry,Pepsi’severyactionwasfocusedbyotherrivalsinsameindustry.ThesuccessfulexperienceofextendingoverseamarketforPepsicanbeausefulbusinesscaseforustolearn.Wahahacompanyhasbeenbuildforseveralyears.Now,WahahaturnedintoacorecompanyinChina’sbeverageindustryfromasmallprivatecompany,andcancompetewithmultinationalsinglobalbeverageindustry.AlthoughWahahahasevercooperatewithdanenggrouprankedlist5thinglobalbeverageindustry,andnevermarchedintooverseamarketsuchassouth-eastAsia,USA,Canada,Italyandsoon.Wahahajustaimatdomesticmarket.ThisthesispaidattentiontothesuccessfulexperienceofextendingoverseasmarketforPepsi,andtrytofindawaytohelpWahahabecomeinternational,andputforwardsomehelpfulsuggestionsaboutextendinginternationalmarketforChina’ssoftdrinkindustry.Keywords：Wahaha;develop;global目录1绪论..............................................................................................................................................................11.1研究的背景和意义......................................................................................................................11.2国内外文献综述...........................................................................................................................11.3研究内容与方法...........................................................................................................................21.4创新与不足....................................................................................................................................32国外软饮料企业进入国际市场的发展现状及策略分析...............................................................42.1软饮料的界定、分类...................................................................................
