Research On Complete Built Unit's Marketing Strategy For FAW Group In Russia

Creating international and competitive automobile enterprises to adapt to the trend of automobile industry internationalization, is the only way to be adopted for development of China'automobile industry. On the basis of realizing "millions of scale" strategy successfully and "digital management" strategy basically, China FAW Group now marches toward "business internationalization" by actively cultivating international team, developing overseas networks, bringing business mode in line with internationalization, transferring its overseas business core from general trade to technology and capital export, establishing the system specification and procedure standard which meet the need of international business, and building FAW international brand.Russia which neighbors China stepped into the recovery phase of economic growth in recent years, so it has generated a huge demand for automobiles. In order to revitalize the national auto industry, Russia opens its auto market conditionally, and allows foreign capital to enter Russian auto market and reassemble in Russian territory, to promote the development of Russian automobile industry.Facing this historic opportunity, FAW Group incorporates Russia into the "Central and Eastern Europe, CIS, and Central Asia" plate of its overseas market strategies, to carry out systematic development and in-depth business, and it is of great significance.Subject of this paper is to combine theory and practical work through study and understanding of international marketing. Through comprehensive analysis of Russian marketing environment in nature, economy, politics, and culture, etc., research on history and current situation of Russian automobile industry and market, combining FAW Group's own international business development strategies, absorbing valuable experience from international and domestic counterparts, and analyzing advantages and disadvantages of international operation of FAW Group, this paper puts forward series marketing strategies for FAW Group's development in Russia market that are transferring from "opportunity export" to "strategic export", and replacing general trade by "technology and capital export".