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