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FMCG brand operating system research

Author: CuiHai
Tutor: YangHuaJiang
School: Qingdao University
Course: Business management
Keywords: fast-moving consumer goods brand brand operation
CLC: F273.2
Type: Master's thesis
Year: 2011
Downloads: 103
Quote: 0
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Abstract


The competition of the world’s economy today has turned from countries to companies, and the effect of the brand is becoming more and more outstanding. It is become the common target to own competitive brands. However, the development of Chinese fast-moving consumer goods’ brands is still not good enough, although it has taken a long time. The fundamental reason is that we haven’t taken enough emphasis on brand operation. At present, the most companies of developed countries have been in the phase of brand operation, and they are focusing on brand operation to expand market actively. But most Chinese companies are still in the process that transform from capital management to brand operation. Only by fully recognizing and making use of economy and technology conditions which are under the modern conditions and building brand operation system can the Chinese companies of fast-moving consumer goods turn to the phase of brand operation more quickly, and speed the growth of the brand, and improve the competitiveness of the brand. So it is necessary to study the brand operation of fast-moving consumer goods deeply.At first, this thesis defined the concepts of brand and brand operation, and then on the base of analyzing existing models of brand operation, built a new brand operation model by combining three aspects including organization, processes and value. After that, combined the characteristics of fast-moving consumer goods and the industry, characteristics of consumer buying behavior, current situation of fast-moving consumer goods’brand operation and the reason behind, designed a brand operation system of fast-moving consumer goods pertinently which included brand operation of fast-moving consumer goods organization system, factors analysis system, strategic decision-making system, management system, strategy implementation system, value evaluation system. Finally, chose the TsingTao Beer’s system for the case studies by using the brand operation system of fast-moving consumer goods which was built in the previous, then put forward improvable actions to solve problems which were existed in its brand operation system.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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