Fast Moving Consumer Goods Industry, Consumer Research And Brand Management Strategy,

With the growth of Chinese sustained economic and the rising of national income, the power of national consumption is growing. Chinese fast-moving consumer goods market has been developing rapidly, and along with the maturity of the market, brand competition becomes more and more fierce, and consumers have become more and more captious. The law of market is that the one who caught the consumers will seize the brand competition advantage. When consumers accept the brand it will have good sale volume on the market. So brand has become the focus of competition in the market. This paper tries to analyze the factors affect the brand management on the base of theories of consumer behavior and the relation between the brand and consumer behavior, which can help Chinese companies to develop their brand competition.This paper discussed the factors affect brand choice behavior and brand influence on consumer behavior. The paper also presents theoretical models which are the theoretical tool of empirical analysis in this paper. From the theoretical models, we can conclude that positioning is the core of brand strategy, consumer demand is the basis of brand strategy, and the effective implementation brand management is the core competency of the enterprise. Then the paper focuses on the whole beer industry, analyze the situation of the industry using the theoretical models. The next part of this paper is the empirical analysis of TsingTao Brewery Co.,Ltd. Through the comparison of TsingTao beer and other beer enterprise, the analysis of consumer driving factors of beer industry, we find the problems of TsingTao brand and put forward countermeasures for dealing with these problems. The author proposes the implication and future research in the last part.