TY - JOUR

T1 - ANALYSIS OF XIAOMI TECHNOLOGY'S BRAND COMMUNICATION IN RUSSIA: INGATE MARKETING CASE AS AN EXAMPLE

AU - Gao, Xinru

AU - Astratova, G.

PY - 2023

Y1 - 2023

N2 - In the context of ever-increasing global competition, the role of effective marketing communication is growing. This is especially true for brands of electronic products, since the strategy of international branding of digital goods allows to successfully promote the brand in any country, region and city. Facing the constant challenges of the external environment, Xiaomi Corporation is successfully advancing in the Russian market of smartphones and intelligent equipment (IoT). However, there are a number of problems of international communication that require immediate solutions. That is why the purpose of this paper is to analyze the marketing plan of Ingate for Xiaomi Technology in Russia from the perspective of cross-cultural brand communication, taking the current economic situation in Russia, the background of the Russian electronic products sales market, and the background of the Sino-Russian trade cooperation, and to analyze the marketing case from the perspectives of communication means, communication content, cultural adaptability, cultural integration ability, and brand localization by using literature reading and empirical analysis. We also propose improvement measures from four perspectives: setting up a marketing mechanism, improving the accuracy of user profiles, weakening audience resistance, and enriching brand driving force. The project will also provide experience in the industry's marketing communications in Russia and other countries.

AB - In the context of ever-increasing global competition, the role of effective marketing communication is growing. This is especially true for brands of electronic products, since the strategy of international branding of digital goods allows to successfully promote the brand in any country, region and city. Facing the constant challenges of the external environment, Xiaomi Corporation is successfully advancing in the Russian market of smartphones and intelligent equipment (IoT). However, there are a number of problems of international communication that require immediate solutions. That is why the purpose of this paper is to analyze the marketing plan of Ingate for Xiaomi Technology in Russia from the perspective of cross-cultural brand communication, taking the current economic situation in Russia, the background of the Russian electronic products sales market, and the background of the Sino-Russian trade cooperation, and to analyze the marketing case from the perspectives of communication means, communication content, cultural adaptability, cultural integration ability, and brand localization by using literature reading and empirical analysis. We also propose improvement measures from four perspectives: setting up a marketing mechanism, improving the accuracy of user profiles, weakening audience resistance, and enriching brand driving force. The project will also provide experience in the industry's marketing communications in Russia and other countries.

UR - https://www.elibrary.ru/item.asp?id=54117176

U2 - 10.36683/2306-1758/2023-2-44/49-54

DO - 10.36683/2306-1758/2023-2-44/49-54

M3 - Article

SP - 49

EP - 54

JO - Экономическая среда

JF - Экономическая среда

SN - 2306-1758

IS - 2 (44)

ER -