CC BY
22
Секция «Проблемы и перспективы международной интеграции в современном бизнесе»
УДК 334.012.2
OPPORTUNITIES FOR THE STRATEGIC DEVELOPMENT OF THE CHINESE CARS MANUCAFACTURER IN THE RUSSIAN MARKET ON THE EXAMPLR "FAW GROUP"
M. Boquan Scientific Supervisor - M. N. Chuvashova
Reshetnev Siberian State University of Science and Technology 31, Krasnoyarsky Rabochy Av., Krasnoyarsk, 660037, Russian Federation E-mall: 504330092@qq.com
The article describes and analyzes the issues of the strategic development of the company "FAW Group" in the process of internationalizing the car market from China to the CIS countries and Russia. In turn, Russia attracts a large market, therefore, is of greatest interest for the implementation of automotive products.
Keywords: FA W Group, russian market, chinese cars, strategic development.
ВОЗМОЖНОСТИ ДЛЯ СТРАТЕГИЧЕСКОГО РАЗВИТИЯ ПРОИЗВОДИТЕЛЯ КИТАЙСКИХ АВТОМОБИЛЕЙ НА РОССИЙСКОМ РЫНКЕ НА ПРИМЕРЕ «FAW GROUP»
М. Боцюань Научный руководитель - М. Н. Чувашова
Сибирский государственный университет науки и технологий имени академика М. Ф. Решетнева
Российская Федерация, 660037, г. Красноярск, просп. им. газ. «Красноярский рабочий», 31
E-mall: 504330092@qq.com
В статье рассматривается и анализируются вопросы стратегического развития компании «FAW Group» в процессе интернационализации рынка автомобилей из Китая в страны СНГ и Россию. В свою очередь Россия привлекает большим рынком сбыта, поэтому представляет наибольший интерес для реализации автомобильной продукции.
Ключевые слова: FAW Group, российский рынок, китайские автомобили, стратегическое развитие.
China FAW Group's heavy trucks entering the Russian market mainly have the following strategies:
The first is product strategy. FAW Group's platform series is more extensive, providing a basis for the sustainable development of this series of products, greatly enriching the product line of FAW Automotive products, making the platform products have great development space and long product life cycle [1]. FAW Car is closer to the world's advanced level in terms of technology, and can better meet the needs of users in terms of safety, driving comfort, environmental protection and energy saving, and better meet the requirements of the development of the world today, and the requirements of other countries in the world. More adaptable.
The second is the price strategy. Cost savings through localized skd assembly. Compared with the vehicle export, skd parts are exported and assembled, which increases the cost of domestic packaging and overseas loading, but the skd method can greatly reduce tariffs and transportation costs.In the optimistic situation, it can further reduce packaging costs, optimize logistics solutions, and optimize marketing costs.
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The third is the channel strategy. FAW Group has two options for channel selection in the Russian marketing business: one is the hybrid mode, and the other is the dealer network model.The advantage of the dealer network model is that it has strong control over the network, and the long-term development profit remains in the first steam, but the network expansion speed is slow.
The fourth is the promotion strategy. The source of information for car buyers is mainly the following four aspects: personal user experience; friend word of mouth, introduction; professional / public newspaper advertising; Internet [2]. In response to the above channel sources, FAW can carry out the following strategic combination in marketing: (1) Traditional media advertising Traditional media advertising is an important commercial means for companies to show consumers their product ideas, product designs, product quality and corporate image.For FAW Group to conduct in-depth marketing in the Russian market, it is necessary for consumers to understand the products of the Group as soon as possible.However, it is not necessary to cover all aspects of product promotion, and it is necessary to adopt different promotion methods according to the target users.For example, in the Moscow region where the economy is developing rapidly, it is necessary to focus on TV media. In terms of channel selection, we must focus on economic channels. Advertising should focus on the high allocation advantages of FAW Group's heavy truck products; In the Lovsk region, it is necessary to focus on road signs, focusing on the advantages of the price advantage and torque of FAW Group's heavy truck products. (2) Internet communication
With the rapid development of the Internet, the Internet has become a very important way for people to obtain information. At present, FAW has opened a Russian website (www.chirm-faw.ru/) in Russia. The website has been running for a year and a half. The main content comes from the English website of FAW Group. The main sections include group introduction and news center. In the product display and other sectors, the registrant can get a preliminary understanding of FAW Group, products sold in Russia and related sales information.The columns at all levels, including the auxiliary columns, should be redesigned according to the characteristics of the region.
The research results show that the implementation of these four strategies has promoted the speed of China FAW Group's heavy trucks entering the Russian market, and at the same time promoted the expansion of FAW Group in the Russian market. In addition, this move successfully connected the brand culture of FAW Group with Russian culture, prompting Russian consumers are agree with FAW products, and from the trade-style entry to the contract-style entry and investment-style entry mode to promote the Russian market, established in Russia [3, 4]. The production base and the establishment of a complete distribution channel, after-sales system and information feedback system have accumulated valuable experience for the strategic layout of FAW Internationalization.
References
1. Jia Shaomeng. The impact of the financial crisis on China's auto exports. Chinese business (second half). 2010 (1). P. 253-262.
2. Cheng Shi. Discussion on the core issues that need to be solved in automobile export [j] Modern Economic Information. 2015 (23). P. 124-130.
3. Wu Jie, Zhang Ziwei. The swot analysis and strategic countermeasures of China's national automobile industry. Economic Management. 2017 (24). P. 56-71.
4. Li Xiaoxiu. Overview of the development of the Russian automotive industry. Automotive Industry Research. 2017 (6). P. 85-97.
© M. Boquan, 2019
