| FMCG (Fast Moving Consumer Goods) has wide market space in the populous China. Its industry plays an important role in the national economy. Due to the features of products themselves, highly intensive competition in the industry, as well as the impact of economic environment on consumption actions of consumers and media habits, FMCG enterprises have to attach more importance to advertising strategy and how to obtain the maximum advertising benefit certainly becomes the emphasis of marketing work. This article combines advertising theory and practical experience, analyzes the market performance of FMCG in the aspects of product, market, consumer and advertising, anatomizes advertising strategy amply from several important factors, which influence FMCG advertising decisions, including market status, marketing combination, purchasing action, product lifecycle and advertising information, and also analyzes principal requirements on how to guarantee implementation quality in the process of implementing advertising strategy. |
