动态能力视角下快消品企业品牌竞争力提升研究——以青岛啤酒为例

Brand competitiveness enhancement mode has been the focus of academia and industry, but factors such as product homogenization and fierce market competition have brought great challenges to Fast Moving Consumer Goods (FMCG) brand competitiveness enhancement. The dynamic capability of FMCG enterprises refers to the fact that the enterprises fully mobilize and coordinate existing resources in the dynamic changing market environment and take appropriate response strategies in time according to market changes. Based on the dynamic capability perspective, this study focuses on the improvement of FMCG brand competitiveness based on the practical experience of Tsingtao Brewery with the phased objectives of customer acquisition, customer maintenance, and customer loyalty. According to the development history of Tsingtao Beer, this paper makes a vertical analysis on the product structure optimization stage , the channel segmentation expansion stage and the brand viscosity enhancement stage. We also compare and analyze the successful experience of Tsingtao Beer in Shijiazhuang and the failed experience in Chengde, and develop a novel model for improving the competitiveness of FMCG brands. Finally, we comb out a new path mode to improve the brand competitiveness of FMCG enterprises. This model will enrich the relevant theoretical literature of brand competitiveness and provide a reference for other FMCG enterprises to improve their brand competitiveness.