СОЦИОКУЛЬТУРНЫЕ ОСОБЕННОСТИ ПРОДВИЖЕНИЯ КИТАЙСКИХ БРЕНДОВ В РОССИИ

Россия и Китай: проблемы стратегического взаимодействия: сборник Восточного центра. 2020. № 23. С. 60–64.

Morozova V., Реунова В. А.

The article focuses on identifying the sociocultural features of promoting Chinese brands in Russia (the case of St. Petersburg). At the same time, the strategy of brand promotion is considered from the standpoint of socio-cultural and cultural-philosophical approaches, which make it possible to identify cross-cultural features of the relationship between the seller and the customer. Based on the works of Russian, Western and Chinese authors, the article presents a theoretical framework for the study, which is supported by specific cases. The authors analyze the processes of Chinese brands consolidation in Russia and abroad, conclude that this direction has not been researched from both theoretical and practical points of view, which sufficiently actualizes the subject of this article. The phenomenon of socially responsible behavior is presented as one of the factors in the activation of the Chinese brands in Russia promotion. As the main conclusion of the article, the authors point out that the successful positioning of Chinese brands in Russia depends to a greater extent on understanding the sociocultural characteristics of the host target audience, rather than on the company's marketing strategy.

Keywords: бренд, brand, российско-китайское взаимодействие, Russia-China cooperation, socio-cultural specifics, социокультурная специфика