中国快速消费品品牌运营现状及策略研究

The Research on the Status Quo and Strategies of Brand Operation of Chinese Fast Moving Consumer Goods

品牌运营已成为企业间竞争的一种重要形式。文章对中国快速消费品品牌运营现状进行分析,找出中国企业品牌运营力不足的深层次原因。在此基础上,选用准确性、稳定性、全面性、可控性和及时性等五个维度从战略和战术两个层面构建中国快速消费品品牌运营整体策略,尽可能提供第一手真实的消费者资料。文章采用利于稳定的人力资源管理政策,鼓励全员参与品牌培训,促进横向和纵向沟通,选择合适的品牌价值评估方法与控制系统,建立品牌危机预警机制等具体策略。

Brand operation has become another kind of competition forms among companies.This paper analyzes the brand operation status quo of Chinese fast moving consumer goods,and points out the main reasons.On the basis of this analysis,five dimensions including accuracy,stability,comprehensiveness,controllability and timeliness are selected to build the whole strategies of Chinese fast moving consumer goods＇ brand operation on the strategic and tactical level.And several specific strategies are raised,such as obtaining first-hand information of consumer as truly as possible,taking human resource management policy which in favor of stability,encouraging whole employee to attend brand training,promoting communication between horizontal and vertical originations,selecting suitable way to assess the value of a brand and control system,and building up brand crisis early-warning system.