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National Research University Higher School of EconomicsStudent ThesesPromotion of Russian Companies in China: Ethno-specific Aspects of the Information and Communication Activities

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Alexander Kazyukhin
Promotion of Russian Companies in China: Ethno-specific Aspects of the Information and Communication Activities
2016
New Russian realities, such as sanction regime, fall in the oil prices, currency devaluation and general economic slowdown on the one side, and the "sophistication" of the Chinese market coupled with strong competition pressure[ from both local Chinese and foreign companies] on the other side, make it necessary for Russian companies to rethink their promotion strategies in China.

Today might be the right time for Russian companies, both present on the Chinese market and those preparing to enter it in the future, to attach particular attention to their communication strategies, which is an essential part of the general promotion strategy.

Effective communication strategy includes communication and information activities (ICA), which specially designed to address company's target audiences and stakeholders in China. Sound communication strategy should also consider the existing ethno-specific aspects of the Chinese decision-making, mentality, and information perception.

Key words: ethno-specific aspects, China, promotion, public relations, lobbying, nuclear energy

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