The Research About Core Competence Evaluation And Strategy Of FMCG Enterprise

FMCG have a important influence to people’s daily life. But now our FMCG enterprise havea various brands and have a bad phenomenon of homogenization. It can hinder the healthy growthof FMCG market. The reason is no core competence. So we pay more attention to enterprise’s corecompetence.First, we do a research about the status of FMCG industry, then we establish a index systemas a basic of the principle of establishing core competence index system and the reality of FMCGenterprise. Contained1level evaluation indicator,5two evaluations and16three evaluations. Andwe established a Fuzzy Comprehensive Evaluation Model about FMCG enterprise’s corecompetence. We use AHP to determine the index’s weights. We select5sample enterprisescontained Master Kong do the Fuzzy Comprehensive Evaluation. Last we have a ranking resultabout the core competence of the five sample enterprises. We analysis The FMCG enterprise’score competence from five aspects and put forward counter measures and suggestions for TheFMCG enterprise enhance the core competence in it’s business.