随着中国与非洲经贸合作不断深入，越来越多的中国民营企业进入非 洲，在非洲市场投资经营。非洲拥有丰富的自然资源条件和巨大的人口总 量，并且正以较高的经济增长速度发展，中国民营制造企业生产的服装、 鞋类、家电、食品等产品在非洲拥有广阔的市场，发展潜力较大。CA饮料 公司是一家很早就进入非洲市场投资的中国民营食品企业，经过十多年的 精心培育不但在非洲站稳了脚跟，在多个国家建立了分公司，而且在占领 一定的市场份额的同时树立了较好的品牌形象。但是，不断变化的市场环 境与日渐增多的同行竞争对手进入市场，企业所处的行业环境与制约因素 在发生改变，CA饮料公司要进一步发展，并在接下来的竞争中获得竞争优 势，保障持续性发展，因此有必要对企业制定和实施相对应的发展战略。 本文首先对战略管理相关理论进行了综述。在分析国内外饮料行业发 展现状的基础之上，利用PEST分析方法、波特五力模型分析法和SWOT 矩阵分析法，来分析CA饮料公司外部环境与内部环境，明确了企业的优势 与劣势以及所面临的机遇与威胁。认为CA饮料公司应抓住机遇，采取密集 型增长战略，对现有市场进行有效渗透、对新的市场进行大力开发、对公 司产品进行差异化开发，以取得业绩的增长，进一步扩大市场份额；对亏 损的业务实施紧缩型战略，果断进行清算来优化企业资源；采用产品差异 II 化战略来取得竞争优势。最后，为了保障战略的顺利实施分别从六个方面 提出了针对性的保障措施，包括组织结构、人力资源、企业文化、财务管 理、设备技术管理、公关能力，并指出了战略实施可能面临的风险及防范。 希望本文的研究能对企业的进一步发展有一定的参考意义，也可以给有意 向进军非洲市场的一些中国民营企业提供借鉴。 关键词：CA饮料公司非洲市场发展战略 III RESEARCHONTHEDEVELOPMENTSTRATEGYOFCABEVERAGE COMPANYINAFRICANMARKET ABSTRACT WiththedeepeningofeconomicandtradecooperationbetweenChinaandAfrica,more andmoreChineseprivateenterpriseshaveenteredAfricatoinvestandoperateintheAfrican market.Africaisrichinnaturalresourcesandhasahugepopulation,andisgrowingata relativelyhighrateofeconomicdevelopment.China'sprivatemanufacturingenterpriseshave avastmarketinAfricaforapparel,footwear,householdappliances,foodandotherproducts andhavegreatpotentialfordevelopment.CAbeveragecompanyisaChineseprivatefood enterprisethathasinvestedintheAfricanmarketveryearly.Aftermorethantenyearsof carefulcultivation,ithasnotonlyestablishedafirmfootholdinAfrica,establishedbranches inmanycountries,butalsoestablishedagoodbrandimagewhileoccupyingacertainmarket share.However,astheever-changingmarketenvironmentandtheincreasingnumberof competitorsenterthemarket,theindustryenvironmentandrestrictivefactorsoftheenterprise arechanging.CAbeveragecompanytofurtherdevelopandgainacompetitiveadvantagein thecompetition,guaranteesustainabledevelopment,soitisnecessaryforenterprisesto developandimplementthecorrespondingdevelopmentstrategy. Thisarticlefirsttothestrategicmanagementrelatedtheoriesarereviewed.Onthebasis ofanalyzingthecurrentsituationofthedevelopmentofbeverageindustryathomeandabroad, usingPESTanalysis,porterfivemodelanalysisandtheSWOTmatrixanalysis,toanalyzethe CAbeveragecompanyexternalenvironmentandinternalenvironment,hasbeenclearabout theenterprise'sadvantagesanddisadvantagesandfacingtheopportunitiesandthreats.CA beveragecompaniesshouldseizetheopportunitytotakeintensivegrowthstrategy,effectively penetratetotheexistingmarket,todevelopnewmarkets,todifferentiationanddevelopment, thecompanyproductsinordertoobtainthegrowthoftheperformance,tofurtherexpand IV marketshare;Forlossofbusinesstocarryoutthestrategyofunwritten,decisiveliquidation tooptimizeenterpriseresources;Useproductdifferentiationstrategytogainacompetitive advantage.Finally,inordertoensurethesmoothimplementationofthestrategicrespectively fromsixaspects:putforwardthecorrespondingsecuritymeasures,includingorganization structure,humanresource,corporateculture,financialmanagement,equipment,technology management,publicrelationsability,andpointsoutthestrategicimplementationmayfacethe riskandprevention.Hopethisresearchcanisofcertainreferencesignificancetothefurther developmentoftheenterprise,alsocangivesomeofChina'sprivateenterpriseshave intentionintoAfricamarketforreference. KEYWORDS:CAbeveragecompany；Africanmarket；developmentstrategy V 目录 摘要...........................................................................................................................................I ABSTRACT.................................................................................................................................III 第一章绪论...............................................................................................................................1 1.1研究背景和意义..........................................................................................................1 1.1.1研究背景...........................................................................................................1 1.1.2研究意义...........................................................................................................2 1.2国内外研究综述..........................................................................................................3 1.2.1企业战略管理的相关研究...............................................................................3 1.2.2中国企业非洲发展的相关研究.......................................................................5 1.2.3研究综述总结...................................................................................................8 1.3研究内容、方法和技术路线......................................................................................8 1.3.1研究内容...........................................................................................................8 1.3.2研究方法...........................................................................................................9 1.3.3研究技术路线...................................................................................................9 1.4本文的创新点和不足................................................................................................10 1.4.1创新点.............................................................................................................10 1.4.2不足.................................................................................................................10 第二章CA饮料公司外部环境分析.......................................................................................12 2.1宏观环境分析.............................................................................................................12 2.1.1政治环境分析.................................................................................................12 2.1.2经济环境分析.................................................................................................13 2.1.3社会环境分析.................................................................................................16 2.1.4技术环境分析.................................................................................................17 2.2非洲饮料行业竞争分析............................................................................................17 2.2.1行业内竞争者现在的竞争能力.....................................................................17 2.2.2替代品的替代能力.........................................................................................21 2.2.3供应商的讨价还价能力.................................................................................22 VI 2.2.4购买者的讨价还价能力.................................................................................23 2.2.5潜在竞争者进入的威胁.................................................................................23 第三章CA饮料公司内部环境分析.......................................................................................25 3.1CA饮料公司发展现状概述.......................................................................................25 3.2CA饮料公司资源分析...............................................................................................27 3.2.1组织架构和管理模式.....................................................................................27 3.2.2人力资源.....................................................