Studied theoretical approaches and principles of classification of competitive advantages, including commercial enterprises. Determined that the possibility of increasing the company's competitiveness is determined by the presence of a sustainable competitive advantage. Сompetitive advantage is determined by the target factors, their structure and proportions, the organization of effective use of factors of enterprise development, the speed of the establishment, improvement and renovation, development factors. In the relationship with the consumer commercial enterprise need to actively apply "relationship marketing." Its purpose is to deliberate the formation and maintenance of long-term relationships, satisfying consumers for sustainable business, create a competitive advantage. Relationship marketing is focused on long-term cooperation and aims to provide consumers with long-term value.