Analysis On The Marketing Strategy Of Great Wall Automobile In Russian Market

At present,the global automotive market is slow to grow,the domestic car market by foreign brand cars occupy a large market share.China's independent car brand want to survive not only need to establish a foothold in the country,but also need to further expand foreign markets.Compared with other well-known car brands in the world,China's independent car brands are far less visible than their visibility,so most of our autonomous car brands through the underdeveloped automotive market to establish brand image,such as South America,Africa,the Middle East and other places.If we want to be based in the world automotive market,China's independent car brands need to open up the European market and build brand his paper analyzes the marketing strategy of Great Wall automobile in Russian market by using the relevant theories of enterprise.Based on the absolute cost advantage theory and the related theory of enterprise international marketing,this paper specifically analyses the internal and external environment of Great Wall Automobile's opening up Russian market,the steps of opening up the market and the marketing strategies used.This paper uses the data of Russian automobile market from 2009 to 2018 to explain the impact of Russian policies,laws and tariff changes on automobile sales.Using STP market positioning theory,this paper describes the market segmentation,target market selection,market positioning and marketing strategy selection of Great Wall Automobile in developing Russian market.It is concluded that Great Wall Automobile should continue to focus on SUV market segments,concentrate its research and development efforts on SUV automotive products,and make slight price changes to increase competitiveness,but the price range should not be too large.