Research On The Identification And Evaluation Of Core Competitiveness Of Chinese Coffee Enterprises

Nowadays,with the development of global economic slowing down,the Chinese economic becomes more complex because of the fatal shock in processing and manufacturing industries.While,other consumer industries like coffee drinks have been growing rapidly.As the world`s biggest drinks,coffee has become the second largest raw material products in the international trade,behind the petroleum,and the perfunctory of the futures of coffee is behind the futures of petroleum.The culture of coffee attracts many people with the development of the requirement in material life,and became a symbol of the sense of quality of life.Though coffee enterprises in China have experienced rapid development in a short period of time,but the brand influence and visibility are not enough.The continuous improvement of the coffee consumption market have promoted the development of China's coffee industry in the competitive environment of opportunities and challenges.Many international coffee companies continued to pour into the China with the face of the huge market in recent years to seek investment and cooperation in variety ways,and this makes Chinese coffee companies suffer not only domestic but also international competitive pressures.To survive and develop in these intense market competition,companies must set their core competence in identification and cultivation,and this is the serious challenges facing the development of China's coffee industry.Starbucks,as the world's largest coffee company,has been maintaining a rapid growth during settled in China for nearly 20 years.Up to now,Chinese market has become Starbucks' s second largest international market.How Starbucks to maintain the core competitiveness of enterprises? We concentrate on theoretical analyzing the enterprise core competence ? analyzing the key factors of the core competence of coffee Enterprises and the case analysis of core competence of coffee brand enterprises to comprehensively discuss the problems existing in the construction of the core competitiveness of the enterprises.At the same time,we put forward theoretical analysis model to enhance the competitiveness of Starbucks' s core competitiveness of the construction of the program,and this will help to develop the domestic coffee chain industry.On the one hand,there are few researches on the core competitiveness of domestic coffee Enterprises,and this will not help to serve the companies` rapid growth.We use the theory of the core competence to establish a theoretical framework for coffee chain industry,to rich management and developmentof the theory and practice,and to guide the coffee industry to have a better development.On the other hand,with the development of the coffee chain industry,the number of the coffee store can`t match with actual operation,internal management process,customer service satisfaction and the continuous innovation of products,and this will also restricted the sustainable and rapid development of coffee Enterprises.So we need to establish a sense of competition and sustainable development and cultivate the core competitiveness of enterprises to provide the theoretical basis for the sustainable development of the coffee business enterprise.This paper innovative puts forward the concept of the core competitiveness of coffee enterprises.We firstly analysis the background and significance of the research on the core competitiveness of Chinese coffee industry,as the starting point of the paper.Then we research the theoretical basis of core competence including resource theory and value chain theory.Secondly,this paper constructs the index system of the core competitiveness of coffee enterprises,using AHP and fuzzy comprehensive evaluation method to establish the identification and evaluation of the core competitiveness of enterprises for coffee model,put forward the steps and methods of implementation of the enterprises to cultivate the core competence of coffee industry.Finally,this paper selects Starbucks(China)to conduct empirical research,and puts forward the cultivation path of Starbucks(China)core competitiveness,to promote the core competitiveness of enterprises to maintain the sustainable competitiveness of the brand and the problem of development.In a word,this article comprehensively find the core competitiveness of the coffee industry through the literature and case studies and using PEST?five forces model and value chain analysis and build the core competitiveness of coffee enterprises identification elements system.We hope to provide some reference basis while researching the core competitiveness of domestic coffee Enterprises,and to provide some suggestions for increasing the core competitiveness of Starbucks(China),and to provide some new ways for enterprises to develop new strategic policies.