摘要:杭州娃哈哈集团有限公司多年以来在中国饮料界排行首位，拥有“中国饮料十强”的半壁江山，其地位日益重要。迅速成长起来的娃哈哈不 但在国内企业中排名靠前，而且在国际竞争中拥有与国外大企业对话的资本。茶 饮料具有保健防老、保健美容等有益身心的功效，深受消费者喜爱。本论文指出， 娃哈哈集团面对茶饮料日趋流行的现象，应把握机会，顺势而上，树立国际品牌 形象并赢得国外市场。根据娃哈哈国际化发展的趋势，笔者从娃哈哈茶饮料的优 势和劣势入手，从多个方面说明娃哈哈茶饮料国际化的可能性，同时针对茶饮料 的国际市场现状，对娃哈哈国际化发展进行 SWOT 分析。在此基础上，本论文提 出六个方面的建议，期望能对娃哈哈的国际化发展有所帮助。
关键词：娃哈哈 茶饮料 国际化 市场战略
Abstract：For many years, Hangzhou Wahaha Group Co., Ltd. ranks first in the China beverage industry. It has occupied half of the“Chinese Beverage Top Ten” market and become increasingly important. Wahaha grows fast not only in the domestic enterprises, but also in the foreign markets which it has capital to own. Tea drinks have many benefits, such as, medical treatment, keeping healthy and beautiful. So they are popular with consumers. When this phenomenon occurs, Wahaha should grasp the opportunity and won market reputation. Wahaha internationalization trend is elaborated in this paper. According to the advantages and disadvantages of Wahaha tea drinks ，I will state the possibility of internationalization from many aspects.And judging from the current international market of tea drinks, I will carry out SWOT analysis. Based on these, I will give six suggestions. I hope it will help Wahaha make progress.
Keywords: Wahaha tea drinks internationalization market strategy
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