Research On Brand Marketing Strategy Of Fast Moving Consumer Goods In Beijing

Along with China’s market economic restructuring, vigorously develop the domestic demand, Fast Moving Consumer Goods industry has ushered in new opportunities for development. The brand will undoubtedly become a tool for FMCG market competition, however, China’s local enterprises in competition with foreign enterprises in brand power is obviously insufficient. FMCG brand building can not be separated from the brand communication, the end consumer brand experience and brand value-added services. Therefore, it is necessary for the implementation of the FMCG brand marketing strategy in-depth study. In this paper, application of brand marketing theory and brand measurement as a theoretical basis.This article first analysis FMCG marketing present situation in Beijing, learned that the Beijing consumer spending habits and buying behavior characteristics. Found the problems and challenges of the FMCG brand marketing. Weak such as the manufacturer’s brand awareness, Control and influence of the traditional retailers, FMCG brand diversification of the media, Inadequate integration of brand communication and other issues.Secondly, according to before the market analysis, the article put forward Beijing FMCG brand marketing of the two major marketing strategy. A social media communication strategy; The brand value of the retail end of the show strategy. Through empirical analysis, and strive to multi-angle FMCG companies have the necessary implementation and how implementation of brand marketing strategy.Finally,3M’s Scotch brand marketing strategy case analysis.According to the analysis of the3M Company. Derive meaningful inspiration for FMCG brand building played a very good reference. Case studies of the environment of marketing, brand marketing strategy and3M following conclusions:FMCG market in Beijing, brand-building process, from the retail end of the start brand building to enhance consumer awareness and brand experience. While leveraging the advantages of social media, brand interaction through community networks, the placement of the virtual community, Weibo brand word of mouth and mobile Internet means of communication to enhance the propagation velocity of the brand. At the same time learn from the3M company event marketing strategy to enhance brand reputation, while improving the core competitiveness of the brand.