Research On Competitive Advantage Of Excellent Soft Drink Companies In China

Entering the 21st century, China's soft drink industry developing rapidly, production and sales have maintained rapid growth. With the history of development of reform and opening up, a group of outstanding local enterprises appeared, growing and achieved outstanding achievements in the market; they also formed its own unique competitive advantage. These paper researches enterprises with unique competitive advantages, find the reasons for those competitive advantages and provide guidance and reference for more enterprises.For the research of competitive advantages, scholars some from theory, based on the product competitiveness, brand strategy, the value chain analysis, customer value research; Some from the concrete manifestation of the special enterprise, based on studying their unique competitive advantage. This paper will takes the definition of competitive advantage as a starting point, connects the performance with their unique competitive advantage and seeks the sources of advantage from the overall performance of the enterprises. This method can combine qualitative theory research with quantitative performance research together, grasp the direction of research, also understand the influencing factors of competitive advantages from individual performance analysis and make the reference even more significant.At first, this paper discusses the theoretical foundation of competitive advantage, gives the relationship between competitive advantages and enterprise performance, and establishes the foundation for the further research. Then analyze the pros and cons of various research methods, base on the superiority of competitive advantage in the actual need. Through this system to help us understand the competitive advantage of soft drink companies in China.The results of the study indicate that:enterprises with competitive advantages have good performance in five aspects:profitability, operation ability, capital structure, cash flow and cost structure, at least one is higher than the industry average; enterprises with sustainable competitive advantage not only satisfy this conditions, other items of performance can not be below the industry average. Cheng De show higher profitability, good operation ability, stable cash flow and lower cost structure, so Cheng De has sustainable competitive advantage. But it still needs to improve the innovation ability and constantly update products, satisfy with the existing results will make the competitive advantage unsustainable. Because of the limited profit ability, the operation efficiency is not high, although Hui Yuan has competitive advantage, but the ability to maintain sustainable competitive advantage is not strong, Hui Yuan needs to adjust product structure, strengthen the brand building, and improve operation efficiency, the direction of building the channel efforts.