LUXGEN7 SUV在俄羅斯以文化為基礎的行銷創新

Abstract

The purpose of this research is to develop a marketing plan for a new brand, which intends to enter a foreign market. The basis of the research is a proposal of marketing plan for LUXGEN7 SUV, the vehicle, which the company Yulon Motor is going to introduce into the Russian market in Q3 of 2013. \nRussia is an absolutely new market for Yulon. Russia has a severe climate and specific road conditions. There is a huge cultural gap between the Taiwanese and the Russians: the customs, traditions, way of life, values and preferences of the Russian consumers are strikingly different from the Taiwanese. \nThe main premise of the research is that the cultural-centric marketing approach will be the key mechanism for LUXGEN to increase its brand awareness among the Russian consumers, to build a reputation of the brand, which puts their traditions, cultural values and preferences on the first place and to establish warm and sincere relationship with the Russian people. \nThe theoretical framework of this research is not limited by only marketing study literature, but it also includes the analysis of the books and articles on psychology and culture studies for deeper understanding of the subject.\nThe main results of the research are:\n- Choosing females as main targeted customers of LUXGEN in Russia;\n- Finding out what localization of its brand name and exterior design LUXGEN should undertake according to the linguistic and color preferences of the Russians;\n- Creating a special advertisement campaign for LUXGEN taking into consideration psychological and cultural aspects and defined what communication media should be used to make advertisement message reach the potential customers;\n- Designing several marketing events and activities for LUXGEN to organize in order to provide its consumers with special experiences.