Analyze The Weakened Brand Competitiveness Of China's Beverage Industry

In the era of planned economy in the 1980s,Chinese enterprises faced a seller's market in shout supply and people's brand concep indifferencet. After reform and opening up, multinational corporations are gradually entering the Chinese market. As the China is in a period of economic system changing, many enterprises still remain in the seller role, so they did not give too much attention and measures to "environmental changes" and "the entry of foreign brands". Among them, the competition of the beverage market is a typical. Multinational beverage companies entering the Chinese market with its strong financial strength, advanced management experience, strong mergers and acquisitions of domestic competitors, not only rapidly expand the existing market share, but also achieve brand localization. Competition with foreign brands, domestic brands had defeated. Once many famous brands In the domestic, such as "Zhenghe"and "Bawangsi" had completely disappeared, Then people really appreciated the power of the brand, were aware of the influence of changes of market demand on enterprise development and started to pay attention to "brand", thought how to build brand competitiveness.Brand in the market competition will not only which of enterprises want to pursuit, but also attracted many domestic and foreign scholars to carry out exploration and research In recent decades. From domestic and foreign research literature, scholars disscussded the meaning, factors and levels of brand competitiveness from different perspective, and has made some achievements in the brand competitive factors, mechanism, evaluation index system and evaluation methods and has provided a theoretical guidance to build brand competitiveness for enterprises. But the research on the brand competitiveness focued on taking the brand's market share, brand loyalty as the main brand competitiveness evaluation index. However,these researches have difficulties in accountting for the forming process of brand competitiveness. Also, the understanding of brand competitiveness is not comprehensive, lack of dynamic, systemic. Scholars have ignored the macro-environment and industry impact to the construction of the brand competitiveness.Different levels of development of the industry, the external environment and corporate strategic plan is different, and then factors of construction of brand competitiveness are also different. There is a gap between level of industrial development of various types of industrial development and the level of Western developed countries, therefore, this paper select development of the domestic soft drinks industry as the research background for the gap, according to the a domestic specific beverage brands market structure, placing in a specific industry environment, social environment and the system of business operation, and proposed how to build the brand competitiveness of beverage company. Then, this paper analized "Jianlibao" education process, the status of of the domestic beverage brand competitiveness and the factors restricting the development of the beverage industry, finally it made a few suggestions for the beverage companies to enhance the competitiveness of the brand.The innovation of this paper are the following two points:first, for the shortage on management science, marketing, scientific theories and the existing literature of brand competitiveness, this paper proposed "build a dynamic model of brand competitiveness. "from point of specific industry. Second, to the gap between domestic and foreign development of beverage industry and specific beverage market structure, taking "Jianlibao" development process as an example, it applied "dynamic model of brand competitiveness," explained the causes of brand competitivenes weakening of China's beverage and made some suggestions to enhance the brand competitiveness. As the data collection on brand competitiveness of micro aspects is difficult and different levels of corporate brand development gaps are large, so the data model is less convincing in longitudinal comparability, lack of empirical test, which are anadequacies of this article, and can also be direction for further research.