快速消费品,简称FMCG。改革开放以来,中国快速消费品行业不断被西方企业瓜分,中国民族品牌一个个退出历史舞台。在此试图从中西方快速消费品企业在品牌战略方面的不同做法,分析导致中国企业在品牌战中失败的原因和提出对策。 FMCG, referred to as FMCG. Since the reform and opening up, China’s fast moving consumer goods industry has been divided up by western enterprises, one by one Chinese national brand out of the stage of history. This article tries to analyze the reasons that led to the failure of Chinese enterprises in the brand war and put forward some countermeasures from the different strategies of the FMCGs in China and western countries.