PAGEPAGE25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集约，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拓展中国市场的成功经验进行分析，再加上对娃哈哈在发展中存在的一些问题进行分析，并由此借鉴探寻以娃哈哈企业为代表的中国软饮料企业国际化之路，对中国软饮料业开拓国际市场构建一种发展方案。关键词：软饮料；国际化；发展策略ABSTRACTAfter1980s,thecosumptionofdrinksgoesuprapidly.Globalbeverageindustrypaidattentiontoindustryconvergency,andregionalvariationsappeared.afterreformandopening-up,moreandmorebeveragegaintmultinationalsmarchedintoChinamarket.Atpresent,pepsiandcocacolasharecertainpartofthehugecakeofChinabeveragemarket.ItisvitalforChina’ssoftdrinkindustrytocompeteagainstmulti-nationalsinarightway,anddevelopourselvestobecomeinternation–alization.Infact,sinceyearof2002,Pepsiisdevelopingfastthanthatofcocacola.Asagaintinsoftdrinkindustry,Pepsi’severyactionwasfocusedbyotherrivalsinsameindustry.ThesuccessfulexperienceofextendingoverseamarketforPepsicanbeausefulbusinesscaseforustolearn.Wahahacompanyhasbeenbuildforseveralyears.Now,WahahaturnedintoacorecompanyinChina’sbeverageindustyfromasmallprivatecomapany,andcancompetewithmultinationalsinglobalbeverageindustry.AlthoughWahahahasevercooperatewithdanenggrouprankedlist5thinglobalbeverageindustry,andnevermarchedintooverseamarketsuchassouth-eastAsia,USA,Canada,Italyandsoon.Wahahajustaimatdomesticmarket.ThisthesispaidattentiontothesuccessfulexperienceofextendingoverseasmarketforPepsi,andtrytofindawaytohelpWahahabecomeinternational,andputforwardsomehelpfulsuggestionsaboutextendinginternationalmarketforChina’ssoftdrinkindustry.Keywords：softdrink;global;developmentstrategy目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc292580994"1绪论PAGEREF_Toc292580994\h1H