果汁饮料业竞争态势与企业发展策略分析

果汁饮料业竞争态势与企业发展策略分析
【摘要】 纵观我国饮料市场十几年来的发展，已从单一种类、单一层面的竞争转变为多种饮料企业纷纷涌入，试图抢占先机、拓展发展空间的更为激烈的竞争态势。本文试图从企业核心竞争能力与市场策略选择上，通过分析当前饮料消费市场需求发生变化的情况下，果汁饮料市场的竞争态势，以此作为切入点，针对我国果汁饮料企业目前面临的困境，就如何选择正确的发展策略提出建议，为国内果汁饮料企业更好地生存与发展，提供参考与借鉴。
【关键词】 果汁饮料；竞争态势；竞争优势；发展策略
The analysis of the competition trend of Juice industry and the development strategies for enterprises
 
【Abstract】 Taking a panoramic view of more than a decade development of China's beverage market, the situation of China's beverage market have already changed from a single species, a single level of competition into a wide range of competition which a lot of enterprises attempt to seize the initiative and expand the scope of development. From the point of enterprise core competitiveness and market strategy choice, under the circumstances of changes in the current beverage consumer market demand, juice market competition is to be analyzed in this essay. As a starting point, we will focus on difficulties faced by juice enterprises and how they can choose the correct strategy toward its enterprise development strategy. In the end, we will also provide suggestions and reference for domestic juice enterprises for their better survival and development.
【Key words】Juice , Competition trend, Competitive advantage , Development strategy

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