摘要: 汇源品牌发展既有优势、机会，也存在劣势、挑战。保护发展汇源民族品牌需要企业推行品牌战略：继续保持果汁研发质量优势，加大广告宣传扩大市场占有率，谨慎对待外资并购，加强饮料企业之间的合作以提高竞争力。需要发挥行业协会的协调作用：协调汇源与政府之间的关系，完善行规并帮助完善汇源的规章制度，提供汇源周到的咨询交流服务，加强对汇源的统一监管。需要国家支持品牌发展：政府法律政策支持，提供必要金融支持，提供技术创新支持，加强对外资并购的规制审查。

关键词：SWOT分析  优势  劣势  机遇挑战  发展战略     

Abstract： Huiyuan  brand development advantages and opportunities, there are also disadvantages and challenges. Huiyuan brand protection and development needs of enterprise implementation of national brand strategy: to maintain the quality of fruit development advantages, and increase advertising to expand market share, cautious foreign mergers and acquisitions, strengthening the cooperation between the beverage companies to improve competitiveness. Industry associations need to play the coordinating role: coordinating the relationship between the government and Huiyuan, improve regulation and help to improve the line of Huiyuan's rules and regulations, to provide thoughtful advice Huiyuan communication services, strengthen the unity of Huiyuan supervision. Need state support brand development: government law and policy support, to provide the necessary financial support, technical innovation and support to strengthen the regulation on foreign mergers and acquisitions review.

Keywords: the SWOT analysis  challenge  threat  opportunity  protect

　　汇源的整体协调与发展应该是综合分析其优缺点，从而充分发挥其优势，解决其发展中不利的劣势，真正做到趋利避害立足长远的发展。同时还要正确分析其发展中的机遇与挑战，把握市场扩大需求的机遇把握品牌关注的机遇，而面对外资并购的诱惑应该冷静的分析而不是轻易的丧失控股权。既不能忽视问题的存在也要看到其发展的潜力，对保护汇源的建议和策略则着重从对汇源有重大影响的企业自身推行和行业协会协调，政府支持三方面规划，只有企业从服务从质量从宣传抓起扩大市场占有率才能实现企业的自身发展壮大，加上行业协会完善行规及帮助完善汇源的规章制度提供汇源周到的咨询服务统一的监管，当然还少不了政府的外在的资金技术法律政策支持。三方面共同协作才能实现汇源的未来，使民族品牌更好的把握发展中的机遇、积极的面对挑战和威胁。