近二十年，人民整体生活水平随着国家经济的快速发展而显著提高，从逐步 解决温饱到基本实现小康，从基本的生活必需到追求品质的高端消费，消费理念 随着生活水准的提高而逐步发生了变化，消费市场也随之发生了潜移默化的改变。 饮食养生成为消费新趋势，其中健康饮品随之日益兴起、备受欢迎。饮品作为快 消行业之一，呈现出产品种类繁多、更新换代频率快、产品同质化严重、生产企 业分布广泛的局势。饮品生产企业在激烈的市场竞争中，如何在迎合消费需求、 引导消费趋势、发展特色产品、塑造核心竞争力等方面抓住机遇，如何利用外部 环境、发挥自身优势、创造可持续发展动能，成为企业管理的重要内容之一。 本文选择的研究对象是位于内蒙古鄂尔多斯市的一家植物蛋白饮料生产企 业：内蒙古高原杏仁露有限公司。这家企业以杏仁露的生产、销售为主，并开发 以山杏为原料的果汁、干果、蜜饯以及海红果汁等产品。公司由改制创建至今， 已经将近二十年，由于地域的局限性、管理方式的粗放、产品的受众较小等原因， 发展状况不尽人意，未能实现稳定的增长。如何突破中小饮品企业发展的瓶颈， 提高企业盈利能力，促进持续向上发展，本文将结合战略管理理论及公司管理实 际，进行深入研究探讨。 本文以企业战略管理理论为基础，全文共分七章，采用理论分析法、数据分 析法、访谈法和调查问卷法，对内蒙古高原杏仁露有限公司的发展战略进行分析。 对企业所处的外部环境和内部条件，利用SWOT矩阵对其具有的优势、劣势、机遇 和威胁进行了细致分析，最后通过战略选择，确定适合公司的发展战略，即产业 一体化战略。针对所选的发展战略，在战略执行的过程中制定职能层面的品系多 元化、技术创新、市场创新和人力资源管理等措施，合力打造多元绿色产品，塑 造绿色原生态品牌，实现从原料种植到消费者的一体化产业链。 关键词：杏仁露饮品，发展战略，一体化战略 II Abstract In the past two decades, the living standard of the people has improved significantly with the rapid development of the national economy. While the gradual solution of food and clothing to the basic realization of a well-off society, the basic necessities of life to the pursuit of high-end consumption of quality, with the improvement of the living standard, the concept of consumption has changed gradually, and the consumption market has also changed imperceptibly. Diet Health has become a new trend of consumption, in which the rise of health drinks, popular. As one of the fast-consuming industries, beverage presents a wide variety of products, rapid replacement frequency, product homogenization, production enterprises are widely distributed situation. In the fierce market competition, how can beverage manufacturers seize the opportunities in catering to consumer demand, guiding consumer trends, developing specialty products, shaping core competitiveness, etc. , how to make use of the external environment, play their own advantages, create sustainable development momentum, has become one of the important content of enterprise management. The research object selected for this paper is a plant protein beverage manufacturer located in Ordos City: Inner Mongolia Plateau Almond Dew Co. , Ltd. . The company mainly produces and sells almond milk, and develops fruit juices, dried fruits, preserves and sea red fruit juices. It has been nearly 20 years since the company was founded, because of the limitation of the region, the extensive management and the small audience of the products, the development situation is not satisfactory, and the stable growth can not be achieved. How to break through the bottleneck of small and medium-sized beverage enterprises, improve the profitability of enterprises, promote sustainable development, this paper will combine strategic management theory and corporate management practice, in-depth study. Based on the theory of strategic management, this paper is divided into seven chapters, using the methods of theoretical analysis, data analysis, interview and questionnaire, to analyze the development strategy of Inner Mongolia Plateau Almond Dew Co. . This paper analyzes the external environment and internal conditions of the III enterprise, and makes use of the SWOT matrix to make a detailed analysis of its strengths, weaknesses, opportunities and threats. Finally, through the strategic choice, the development strategy suitable for the company is determined, industrial Integration Strategy. In the light of the chosen development strategy, we will formulate measures at the functional level, such as diversification of strains, technological innovation, market innovation and human resource management, in the course of implementing the strategy, so as to jointly create diversified green products and create green original ecological brands, to realize the integration of industrial chain from raw material planting to consumer.