快速消費品之品牌權益檢視與品牌標竿研究-以毛寶為例

快速消費品(Fast Moving Consumer Goods, FMCG，簡稱快消品)一般具有使用週期短、價格低、消費決策單純、消費速度快等特性。消費者在快消品採購決策上，受到品牌認知等影響甚大，企業本身的品牌策略與定位等元素至關重要，也直接影響品牌產品本身的銷售、價值和權益。個案企業毛寶主要營運範圍為居家營清潔品類，屬於典型快消品品牌。隨著消費者習慣與競爭環境的快速變化，也面臨品牌聲量與權益衰退之挑戰，促使本研究針對個案企業品牌各項元素進行檢視、導入標竿學習與策略調整思考。本論文以個案研究方式，透過品牌背景與現況檢視，依市場調查研究資料選定標竿學習品牌，並利用同質點/異質點進行分析，並選定品牌利益、品牌價值以及品牌個性等三個面向建構個案品牌與標竿品牌之品牌心智圖、並採用品牌三角本體圖等分析工具，重新進行品牌檢視，同時選定品牌權益五大面向進行個案品牌權益稽核，最後利用四大關鍵成功因素(Key Success Factors)，分析觀摩標竿品牌策略，並擬定品牌強化與打造跨國品牌之策略。

關鍵字

快速消費品；品牌定位；品牌策略；品牌權益

並列摘要

Fast Moving Consumer Goods (FMCG) are of critical importance in the consumer markets. They are usually characterized by short use cycle, low price, simple decision making, and quick consumptions. Consumers’ buying decisions of FMCG are often strongly affected by brand perceptions. Thus branding, marketing and positioning strategies are crucial for FMCG enterprises. This study attempts to assess the case of MAO BAO INC., a typical FMCG brand selling laundry detergent and household cleaners in Taiwan, which faces the decline of brand awareness and brand equity due to fierce competition and rapid change in consumer behavior. Case Study Method was adopted to examine the current brand status of MAO BAO by using POD/POP, Mind Mapping, and Brand Identity Triangle Analysis. In addition, brand equity, benchmarking, and key success factor analyses were also conducted. Implications for brand strategy, limitations, and future research directions are then discussed.