| With the pace of internationalization of Chinese auto enterprises continuing to deepen, the companies stepped up marketing efforts in overseas markets. As the core of the market in the CIS region, Russia with its huge market capacity and demand for automobiles in China, attracting many Chinese auto companies, becomes the competitive territory of many Chinese auto enterprises and the Russian market is also an important strategic overseas markets of FAW Group. The core content of this article is to find out the marketing problems of FAW Group in Russian market, and proposed marketing solutions so as to enhance FAW Group's competitiveness in the Russian market, and to promote the further development of overseas business.Chapter 1 of this thesis briefly introduces the research background, purpose, meaning and ideas.Chapter 2 introduces the FAW Group, and the current development of overseas business of FAW Group through a large number of research information, to find out the main problems of the FAW Group in the Russian automobile market, and clarify the strategic significance of the development of overseas business of Russian car market to FAW Group.Chapter 3 conducts a detailed analysis on the general situation of the Russian heavy truck market and the competitive environment. Through the questionnaire study, it conducts an in-depth analysis of consumer behavior, the characteristics of the Russian heavy truck market and the competitive landscape. The chapter also analyzes the Russian market's investment environment and investment risk. Through analysis, we can see that the Russian heavy truck market in recent years is the fastest growing car market segment, accounting for 32% of the share of the truck market, and the annual average growth rate is 32%, 68% of its market share by local companies occupation, but the competitive advantage of local enterprises are gradually lost.Chapter 4, through the product price and future development, clarifies that FAW heavy truck products should be located in the gap between the Western Europe high-end and local manufacturers, and the price of the product space is slightly higher than the home products, but the future is better than local products.Chapter 5. from product strategy, pricing strategy, channel strategy and promotion strategies, etc., comes to the marketing strategy of FAW Group in the Russian heavy truck market.First, is with the core of the J6 tractor to promote the development of heavy truck business. FAW J6 product is the liberation of the 6th generation of its broader platform series, the series provides the basis for sustainable development.Second, using SKD method to optimize costs and enhance price competitiveness. Compared with vehicle exports, SKD parts export assembly, packaging and increase the domestic cost of foreign loading by SKD ways to greatly reduce tariffs and transport costs, thereby saving costs and enhance price competitiveness.Third, model-based dealer network, expanding channels for value-added space. FAW in Russia in view of the long-term development of the business, FAW should choose dealers model, using FAW import and export Corp. to harmonize export channels and establish franchisees in key areas of the channel model.Fourth is, focusing in technology and quality, to establish an image of FAW Group. FAW J6 heavy truck products have the following six main selling points: quality and stability, bearing capacity, fashionable design, good fuel economy, low maintenance costs, and long-time warranty. Therefore J6 should focus on quality and technology as the publicity, so that potential users through the personal experience to understand the advantage compared with Russia local product and other Chinese tractor. Through selling points to establish the leading position of FAW J6 tractor trucks, to break poor psychological fear of the Russian users to the Chinese car. So FAW could stand out through many of China FAW products in automotive products and enhance the brand's premium capacity of FAW.This study of the FAW Group in the Russian market expansion and sustainable development, has some theoretical significance, academic value and practical value. And hope to provide useful lessons to the development of overseas business of FAW Group... |
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