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一、国外软饮料工业概况 近几年来,我国软饮料工业发展迅速、平均每年增长27％左右。但同软饮料工业发达的美国和日本相比,我国饮料工业还很弱小。 1.日、美饮料工业在国民经济和人民生活中占有重要地位。饮料成为日、美人民水份补充的主要来源。美国可口可乐公司年产量4000多万吨,是我国全年总产量的10倍。美国人均每年 560升（1992年）,我国人均年消货量不足2.5公斤,差距很大,说明市场发展潜力大。 日、美饮料销售方式活、渠道多、设备先进。 2.消费特点 饮料已进入三餐、重视饮料饮用的方便性,饮用温度有冷、热、常温之分,一般碳酸饮料都进行冷却或加冰,随着现调机的发展。制冰块机也发展起来配套使用,现调机也可以提供热饮、增加了品种。 国外还十分重视饮料文化和企业文化的创建。如可口可乐公司,不仅广告宣传深入人心,产品商标驰名全球而且几乎成了一种文化,一种生活方式的代名词。
I. Overview of foreign soft drinks industry In recent years, China’s soft drink industry has developed rapidly, with an average annual increase of about 27%. However, compared with the United States and Japan, where the soft drink industry is developed, China’s beverage industry is still weak. 1. The Japanese and American beverage industry occupies an important position in the national economy and people’s lives. Drinks have become the main source of water supplements for the Japanese and American people. The annual output of Coca-Cola Company in the United States is more than 40 million tons, which is 10 times of the total output in China. The average American is 560 liters per year (in 1992). The per capita annual consumption in China is less than 2.5 kilograms. The gap is large, indicating that the market has great development potential. Japan, the United States drink sales live, channels and advanced equipment. 2. Consumption characteristics Beverages have entered three meals, and emphasis on the convenience of drinking beverages, drinking temperature has cold, hot, room temperature, the general carbonated beverages are cooling or ice, with the development of the tune. Ice makers have also been developed for use, and hot drinks can now be provided and products can be added. Foreign countries also attach great importance to the creation of beverage culture and corporate culture. For example, Coca-Cola Company not only advertises deeply in people’s minds, but its product trademark is famous all over the world and has almost become a culture, a synonym for lifestyle.