Research On Brand Competitiveness Of China 's Beverage Industry

Since the 1990s,the domestic market has gradually turned into the buyer’s market and consumers for the product have a higher pursuit and requirements.It’s not a single physiological needs but more about the realization of self-worth and psychological satisfaction.At the same time,The development of the enterprise also gradually geared to the needs of era of brand competition.With the development of economy,In the 80s,Chinese beverage industry has been transformed from the initial carbonated drinks to become a variety of classification for the integration of beverage industry.After entering the 21st century,Foreign famous brand for the growing importance of the Chinese market,These well-known brand with its strong economic strength and over the years accumulated experience in shopping mall, bought a lot of domestic beverage brands in China.As you know,Chinese carbonated beverage market has been mergered by Coca-Cola, Pepsi, etc, that is makes the national brand no breathing room,In the long term,more local brands are down, So Chinese beverage market presents the annexation,joint venture,individual proprietorship,In addition,the beverage industry in our country geography distribution is not reasonable,low utilization rate of the market has rich resources and waste of the market.In fruit drinks,for example,because the fruit is affected by geographical position, make different varieties, unequal production problem,so that the domestic market is flooded and the phenomenon of the shortage,These serious hindered the development of brand and brand to expand market share, these would be set up barriers to market himself.On this basis, this paper based on the drinks industry,expected in combination with the relevant theoretical knowledge and beverage industry’s own characteristics, find those who belong to China’s beverage industry brand competitive power evaluation index.First of all,from the Angle of analyzing the domestic and foreign brand competition environment, theoretically expounds what brand,what is the brand competitiveness,Then through analyzing the present situation and characteristics of beverage industry of China,on the basis of a lot of reading references summarizes the relevant evaluation indexes.Here,in this paper,using the statistical software SPSS to correlation analysis of the indexes,inally has been clear about the beverage industry brand competitiveness evaluation index system,Using empirical methods,selecting "wahaha",the leader of the beverage industry,group published data were analyzed,and puts forward suggestions for "wahaha" expect we can put forward some opinions and suggestions in order to help for promoting the brand competitiveness of Chinese beverage industry.This article mainly from the perspective of brand competitiveness,explore the beverage industry brand competitiveness evaluation index and system,to some degree it will make some contributions to domestic beverage industry,also provide basis and reference for the future research.