管理评论

管理评论 ›› 2022, Vol. 34 ›› Issue (9): 327-338,352.

• 案例研究 • 上一篇    下一篇

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

张峰1, 黄义1,2, 姚鸽1,2, 谭雄恺1   

  1. 1. 中国科学院大学经济与管理学院, 北京 100190;
    2. 中国科学院大学中丹学院, 北京 100190
  • 收稿日期:2021-05-31 出版日期:2022-09-28 发布日期:2022-10-28
  • 通讯作者: 黄义(通讯作者),中国科学院大学中丹学院博士研究生
  • 作者简介:张峰,中国科学院大学经济与管理学院博士研究生;姚鸽,中国科学院大学中丹学院博士研究生;谭雄恺,中国科学院大学经济与管理学院博士研究生。
  • 基金资助:
    国家自然科学基金面上项目（71972175）。

Innovation of Brand Competitiveness Enhancement Model of FMCG Enterprises——A Case Study of Tsingtao Beer from the Perspective of Dynamic Capability

Zhang Feng1, Huang Yi1,2, Yao Ge1,2, Tan Xiongkai1   

  1. 1. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190;
    2. Sino-Danish College, University of Chinese Academy of Sciences, Beijing 100190
  • Received:2021-05-31 Online:2022-09-28 Published:2022-10-28

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摘要： 品牌竞争能力提升模式一直是学界和业界共同关注的热点，但是产品同质化、激烈的市场竞争等因素为快消品品牌竞争能力提升带来了巨大的挑战。快消品企业品牌动态能力是指在动态变化的市场环境中充分调动已有资源，根据市场变化及时采取适宜的应对策略。本研究基于动态能力视角以顾客获取-顾客维系-顾客忠诚为分阶段目标，立足于青岛啤酒提升企业品牌竞争力的实践经验，聚焦快消品企业品牌竞争力提升问题。通过梳理青岛啤酒成功建设石家庄基地市场的发展历程和时间脉络，对其产品结构优化阶段、渠道细分拓展阶段和品牌粘性提升阶段展开纵向分析，同时对成功建成的石家庄基地市场和失败的承德基地市场进行横向对比分析，最终梳理出全新的快消品企业品牌竞争力提升路径模式。研究结果丰富了企业品牌竞争力相关理论文献，并为其他快消品品牌竞争力提升提供借鉴。

关键词: 快消品企业, 品牌竞争力提升, 顾客管理, 动态能力, 案例研究

Abstract: Brand competitiveness enhancement mode has been a focus of concern in academia and industry, but so far as fast moving consumer goods (FMCG) brands are concerned, their competitiveness enhancement is full of challenges due to such factors as product homogenization and fierce market competition. Dynamic capability of a FMCG enterprise refers to its ability to fully mobilize and coordinate existing resources in the dynamic changing market environment and take appropriate response strategies in time according to market changes. From the dynamic capability perspective, this study focuses on the improvement of FMCG brand competitiveness based on the practical experience of Tsingtao Brewery with such phased objectives as 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 its failure 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 enriches the relevant theoretical literature of brand competitiveness and provides a reference for other FMCG enterprises to improve their brand competitiveness.

Key words: FMCG, brand competitiveness, customer management, dynamic capability, case study