Innovative Research On Brand Strategy Of Multinational Company Based On Consumer Behavior

According to the latest data of the best 500 world brands in 2015 announced by the World Brand Laboratory,it shows that 59 brands are occupied by Fast-Moving Consumer Goods(FMCG)industry which contains 3 Chinese brand in FMCG,while most of which are taken up by multinational companies in Europe and U.S.A.In recent years,there are some situations on brand strategy development among Chinese enterprises,such as fuzzy brand positioning,ignoration of consumer research,which led to low brand assets value and weak influence among quite a lot of Chinese brands.Finally,these factors make it difficult to achieve internationalization for some Chinese enterprises.Therefore,this article has carried research on brand strategy of multinational company.This research is based on Consumer Behavior Theory,Brand Positioning Theory,Monopoly Advantage Theory,using Literature Review Method for deep researching on achievements of relevant scholars in the field of my study.Further more,the paper take the methods of SWOT Analysis,PEST Analysis and Case Analysis to study and analyze brand strategy of multinational company.Besides,I take FMCG industry for example,introducing its developing situation,relevant details about brand strategy.Also,P&G company is regarded as the case to make a panoratic introduction for brand strategy of multinational company.Through above comprehensive study,this paper innovatively puts forward consumer behavior process based on five consumer perspectives,makes innovative design on brand strategy of multinational company.Finally,I hope that Chinese eterprises may get some reference and enlightenment on the development of brand strategy,from the process,innovative design and inspirations in the research.