Формування та підтримання стійкого бренду: особливості маркетингової підтримки стратегії виходу на міжнародні ринки китайських компаній на прикладі компанії BYD AUTO
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Дата
2023
Науковий керівник
Укладач
Редактор
Назва журналу
ISSN
2413-9998
E-ISSN
Назва тому
Видавець
Одеський національний університет імені І. І. Мечникова
Анотація
Головним викликом, з яким стикнулась компанія BYD AUTO при виході на міжнародні ринки стало формування стійкого бренду, який би відігравав провідну роль в просування продукції на міжнародні ринки. Досягненню цієї мети сприяє два ключових аспекти міжнародної маркетингової стратегії BYD AUTO: по-перше, це фокусування бренду на поєднання технологічних переваг та соціальної відповідальності у вигляді просування рішень щодо транспорту з екологічними електричними двигунами, а по друге, узгодження всіх елементів маркетингової політики та орієнтації їх навколо комплексу споживчих вимог до продукції та сервісу компанії.
The formation of powerful companies in the People's Republic of China that possess their own technologies and are able to offer a competitive product on global markets necessitated the formation of integral strategies for entering these markets. The implementation of such strategies requires an effective marketing strategy, one of the key elements of which is the formation of a sustainable brand. Chinese manufacturers have traditionally relied on price advantages to gain a foothold in new markets, but this approach has proved ineffective in the case of high-tech products such as electric cars. Despite large investments, most companies from the PRC have not succeeded in forming a successful brand, so a study of the experience of the BYD AUTO company, which in a short time turned into the world's number one manufacturer of electric cars, reveals the conditions for implementing a successful international expansion strategy. The main challenge faced by the BYD AUTO company was the formation of a sustainable brand that would play a leading role in the promotion of products to international markets. Achieving this goal is facilitated by two key aspects of BYD AUTO's international marketing strategy: firstly, it is the brand's focus on the combination of technological advantages and social responsibility in the form of promoting solutions for transport with environmentally friendly electric motors, and secondly, the coordination of all elements of the marketing policy and orientation around them set of consumer requirements for the company's products and services. Like most Chinese companies, BYD AUTO implemented a step-by-step strategy for entering foreign markets, adapting to the specifics of local markets. The main competitive advantages were the low price of the product and the involvement of a wide partner network from local companies through the financing of joint investment projects. To reorient the strategy to create a sustainable international brand, it is necessary to focus the brand on the company's key values, synchronize this positioning with the expansion of the product range, standardize the service and reconcile it not only to the field of sales, but also to further operation, intensify electronic sales channels, build an adaptive communication system with clients, which is able to maintain communication on a global level.
The formation of powerful companies in the People's Republic of China that possess their own technologies and are able to offer a competitive product on global markets necessitated the formation of integral strategies for entering these markets. The implementation of such strategies requires an effective marketing strategy, one of the key elements of which is the formation of a sustainable brand. Chinese manufacturers have traditionally relied on price advantages to gain a foothold in new markets, but this approach has proved ineffective in the case of high-tech products such as electric cars. Despite large investments, most companies from the PRC have not succeeded in forming a successful brand, so a study of the experience of the BYD AUTO company, which in a short time turned into the world's number one manufacturer of electric cars, reveals the conditions for implementing a successful international expansion strategy. The main challenge faced by the BYD AUTO company was the formation of a sustainable brand that would play a leading role in the promotion of products to international markets. Achieving this goal is facilitated by two key aspects of BYD AUTO's international marketing strategy: firstly, it is the brand's focus on the combination of technological advantages and social responsibility in the form of promoting solutions for transport with environmentally friendly electric motors, and secondly, the coordination of all elements of the marketing policy and orientation around them set of consumer requirements for the company's products and services. Like most Chinese companies, BYD AUTO implemented a step-by-step strategy for entering foreign markets, adapting to the specifics of local markets. The main competitive advantages were the low price of the product and the involvement of a wide partner network from local companies through the financing of joint investment projects. To reorient the strategy to create a sustainable international brand, it is necessary to focus the brand on the company's key values, synchronize this positioning with the expansion of the product range, standardize the service and reconcile it not only to the field of sales, but also to further operation, intensify electronic sales channels, build an adaptive communication system with clients, which is able to maintain communication on a global level.
Опис
Ключові слова
маркетингова підтримка, міжнародна маркетингова стратегія, брендінгова стратегія, управління брендом, міжнародні ринки, marketing support, international marketing strategies, branding strategy, brand management, international markets
Бібліографічний опис
Грінченко Ю. Л. Формування та підтримання стійкого бренду: особливості маркетингової підтримки стратегії виходу на міжнародні ринки китайських компаній на прикладі компанії BYD AUTO / Ю. Л. Грінченко // Ринкова економіка: сучасна теорія і практика управління : зб. наук. пр. – Одеса : Одес. нац. ун-т ім. І. І. Мечникова, 2023. – Т. 22, вип. 3(55). – С. 78–97.
УДК
339.138