Fmcg Brand Communications Research

With the growth of Chinese sustained economic and the rising of national income, the power of national consumption is growing. Chinese fast-moving consumer goods market has been developing rapidly, and along with the maturity of the market, competition becomes increasingly fierce. Brand is a competitive weapon of fast-moving consumer goods market, but the Competitiveness of China's local enterprises' brand is obviously less inadequate than foreign enterprises. How to develop China's fast-moving consumer goods brand quickly, studying the rule how fast-moving consumer goods' brand operated is very necessary. FMCG brands' building can not be separated from the communication of the brand, so we need thoroughly studied for implementation of the brand communication of FMCG.This paper first outlined from three aspects: the brand, brand equity and brand spread, focused on the concept and characteristics of branding diffusion, built a brand diffusion model with the theory of brand communication. Then introduced the situation of fast-moving consumer goods market, and analyses the characteristics of the consumer goods and consumer buying behavior characteristics, and carried out analysis the characteristics of consumer goods brands spreading and the existing problems. Found that the FMCG branding diffusion lacked of a unified and continuing strategy; branding diffusion is not integrated enough; branding diffusion is the key of FMCG growth. Second, according to the characteristics of FMCG industry, combined with the theory of branding communication, proposed a way how FMCG branding diffusion works: FMCG branding diffusion should includes the establishment of brand identity system, brand positioning, information design of FMCG branding diffusion, choice of route of transmission. Finally, choose red tin Wanglaoji brand for the case studies.In this paper, base on the theory of brand communication, practice of some very preliminary attempt to the FMCG brand communication. The preliminary design of FMCG brand communication in the operational flow is hoped to provide reference for the FMCG companies in the actual operation.