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In the 1980s, Chinese enterprises are faced with a shortage of a seller's market, it is the brand concept of indifference. Since the reform and opening-1990s, multinational corporations gradually entering the Chinese market. As the domestic economy is in a period of change, many enterprises still remain in the seller's role, for \Among them, the beverage market is particularly typical of this kind of competition. Enter the Chinese market, multinational beverage company with its strong financial strength, advanced management experience, large-scale mergers and acquisitions of domestic enterprises, not only the rapid expansion of the market share in China, is also vigorously implement the brand localization. Meanwhile, in competition with foreign brands, domestic enterprises have defeated in the beverage industry, once famous brands, such as is widely and with eight oji earlier had disappeared. At this point, people really appreciate the power of the brand, realizing the brutal competition in the market, began to focus on the \Brand building is not only a business matter, but also the marketing and management of important issues. In recent decades, has long attracted the attention of many scholars. Research literature from abroad to see, scholars from different perspectives on the meaning of brand competitiveness, factors and levels are discussed in the brand competitiveness factors, formation mechanism, evaluation index system and evaluation methods and other aspects of studies have yielded some results, build brand competitiveness for enterprises to provide theoretical guidance. But the current research on the competitiveness of the brand, focusing on the brand's market share and brand loyalty brand competitiveness as an evaluation of the main indicators, these studies are difficult to explain the formation of brand competitiveness. Moreover, the competitiveness of the brand awareness is not comprehensive, the lack of dynamic, systematic, macroeconomic environment, industry environment on the competitiveness of the brand building impact is relatively weak. Different levels of development of the industry, the external environment and corporate strategic plan is different, and thus build brand competitiveness factors are also different. Level of industrial development of various types of industrial development and the level of Western developed countries, there is a gap, so this selection process of the development of the domestic soft drink industry as a research background articles for domestic and foreign beverage industry beverage industry development gap, according to the domestic beverage brands exist specific market structure, placed in specific industrial environment, social environment and business operation of the system, we propose how to build our brand competitiveness and beverage companies, and \as well as the factors restricting the development of the beverage industry analysis, beverage enterprises to enhance competitiveness of the brand to make a few suggestions. Innovation of this paper are the following two points: First, the combination of school management, marketing, scientific theories and existing brands lack of competitiveness literature from the perspective of industry-specific proposed \\Second, the level of development for the domestic beverage industry development gap with foreign countries, there is a specific structure beverage market, with \and to enhance the competitiveness of the brand put forward some suggestions. Different industries, different levels of development between the corporate brand there is a big gap, so, at the enterprise level measure of brand competitiveness data collection is difficult, resulting in poor comparability of longitudinal data model, convincing evidence is weak, this article inadequacies, but also the future direction for further research.
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