A Study On Brand Communication Of Fast Moving Consumer Goods In China

In the rapidly growing, fiercely competitive Chinese FMCG market, brand controls the entry. A Fast Moving Consumer Goods enterprise without its own brands, not making a suitable brand communication planning and implementing the correct strategy will disappear soon. Facing the fierce competition from domestic companies and the suppression by global well-known companies, how to establish and carry out brand communication strategy has become an important issue of native enterprises.Beginning with the FMCG brand competition in Chinese market, this article analyzes the outstanding foreign enterprise—Procter & Gamble Co.'s successful brand communication strategy, and discusses the native enterprises'brand communication features. Besides, it presents the necessity that Chinese FMCG enterprises need to establish a correct understanding of brand communication and strengthen practices.To provide practical brand communication strategy for native enterprises, this article fully integrates with native enterprises in reality, and points out the ideas, which are to create enterprise brand on the communicator level, plan brand identification system on the information level, launch different communication activity for various consumer demands on the audience level and explore diversified communication forms on the communication means level. In a word, FMCG's brand communication is comprehensively analyzed.On the basis of the importance of traditional 4P marketing elements of native FMCG enterprises, this article presents tactical uses of 4P methods under the guidance of brand communication, and how to use product, price, promotion, and place in the brand communication environment is studied. What's more, integrated marketing communication is used on the communication tactics level, to uphold the core value of brand, unified various marketing communications activities and enhance brand equity.Finally, by case analysis method, the further brand communication activities of the native FMCG brand "Very Cola" are studied, for specific applications of the strategies and methods presented in the article.