The Research Of International Marketing Strategies Of Chinese Companies In Russia:A Case Study Of Huawei And Xiaomi

The growth of the quality of international trade and,in general,economic relations between Russia and China leads to the need for new marketing research.One of the tasks of marketing is to stimulate the consumer,but differences in culture affect the ways of such stimulation.This is especially true for the Russian smartphone market.Marketing strategies in this case are considered from the point of view of cultural differences,therefore the research is focused on the study of market features,in particular,consumer research,research of sale stimulation systems and advertising.In this paper,we examined two Chinese smartphone manufacturers with different marketing strategies that were studied during this study.The study of marketing trends,consumers,competitors and existing strategies of Huawei and Xiaomi in the Russian smartphone market made it possible to identify the advantages and disadvantages of marketing strategies for the Russian market.The applied research methods and results of data analysis helped to develop recommendations for the adjustment and modernization of marketing strategies of companies in the Russian market.Classical methods of promotion practically do not work,the status of the company in social networks plays an important role,and agents of influence and bloggers have become one of the main factors of consumer stimulation.It should be noted that the Russian consumer receives a decisive motivation on the Internet,but buys the desired device in an offline store.Today the concept of marketing strategy for the smartphone market in Russia has become much closer and more attentive to the consumer,less economic indicators and more user experience in the network.