文档介绍：摘要
中国啤酒业作为中国对外开放较早的一个行业在最近二十年中得到迅速地发
展从 1987 到 1994 年国内啤酒产量年均增幅在 20%以上 1995 年以来我国啤酒产
量增长速度放慢但年均增幅仍在 7%左右 2002 年啤酒产量达到 2387 万吨首次
超过美国成为世界第一啤酒生产大国
近几年来中国啤酒业正在进行全行业的重新整合出现大规模的兼并收购
活动形成了像青岛燕京华润等产量超百万吨的大型集团但是却没能形成一
批有实力的品牌充斥市场上的大多数还是低档的地域性品牌另一方面我国啤
酒企业还面临着全行业的产能过剩大打价格战企业利润急速下滑外资啤酒巨
头对中国的啤酒市场虎视眈眈纷纷通过投资设厂或参股国内领先企业的方式进入
中国等一系列问题如何面对挑战赢得市场就成了摆在所有中资啤酒企业面前的一
个课题
本文通过对国际和国内啤酒行业的现状市场环境和发展趋势进行分析同时
结合通过对世界啤酒行业领先企业美国安海斯布希公司在世界啤酒市场和中国啤
酒市场的战略进行分析希望能够带给中国啤酒企业一些启发帮助他们找到一条
长远的发展之路
本文的论证中以数据的对比与分析为工具并运用了企业发展战略及竞争优势
的理论其目的在于将 MBA 学习的理论知识运用于具体的实践工作解决实际的问
题

关键词啤酒行业发展趋势安海斯-布希公司战略

III
Abstract
Chinese beer industry has experienced a strong growth rates as the open-door industry
early in China. The annual increase of domestic beer consumption was over 20% from year
1987 to 1994, but these fell to nearly 7% since 1995. Till 2002, the Chinese beer
consumption reached a volume of 23,868 million liters and became the largest beer
consumption country first time beyond .
With Chinese beer industry reformed recently, Tsingtao, Yanjing, Chinese Resource
and pany have e the panies in China which capacity and
production volume are all over 1 million kiloliters every year through merging or acquiring.
However, the leading brands on sales volume and revenue source for the Chinese beer
market are the local popular beer sector. At the same time, Chinese beer industry and
companies have to face a mass of problems, such as the capacity overmuch, low price
competition, low profit, foreign brewers investment, and so on. This is a serious task for
Chinese panies how to keep or enlarge the market share under the current
competitive situation.
This paper is going to analyze the current situation of domestic and international beer
industry and market and the strategies of the worldwide pany Anheuser-Busch
Companies. parison and analysis, provide some new thoughts to Chinese beer
companies for their further de