Research On Strategy Of Chain Beverage Industry

The annual output value of China's catering market has exceeded 4 trillion yuan,and the beverages have ushered in a full-scale outbreak,showing the characteristics of high entry rate,high attention and high growth.Due to the low thresholds for technology and capital in China's beverage industry,such small-scale beverage stores have sprung up in China,and in recent years,they have gradually moved toward the development trend of brand franchise.Simple statistics are currently on the national scale.There are more than 50 chain drinks brands.This study takes the X-brand company in the chain beverage industry as the research subject.The research purpose is to explore the future development trend and competitive advantage of the chain beverage industry.Using Porter's five-force analysis,SWOT analysis and in-depth interviews to understand the current status and future of the industry.The direction of development summarizes the importance and influence of the strategy of the chain beverage industry,in order to achieve the development of sustainable business.Based on the theory of enterprise strategy level,this paper studies the strategy of the case company,and then uses in-depth interviews with relevant personnel of the company to give advice and reflect on the strategy of the chain beverage industry.The research results show that in the form of fierce competition in the domestic market,X-brand company adopts the product differentiation strategy with fresh fruit as the main axis,and successfully holds a place in the chain beverage industry,and then develops towards internationalization to achieve sustainable growth of the company.Give entrepreneurs who want to enter the chain beverage industry in the future,or other catering peers in their strategy.