Features of Positioning of the Russian Trademarks in the Market of China

This research is focused on the topic of developing a strategy for positioning Russian brands for the Chinese market. Due to the fact that an increasing number of Russian companies willing to enter the Chinese market, the important question is how to do it, especially how to build a communication strategy so that it is advantageous to separate the brand from those foreign companies which are already actively developing in China. Within the framework of the theoretical review, were studied approaches of positioning, in particular, factors that affect the success of the positioning strategy and methods that allow to correctly adapt strategy for the foreign market. In addition, this work also studies the main factors that have shaped the modern behavior of Chinese consumers, as well as trends and analysis of consumption of foreign brands in China. The empirical part of the research analyzes a quantitative survey of Chinese consumers regarding the perception and knowledge of Russian brands, as well as a series of focus groups that provide information about the factors that are important to Chinese consumers when they purchase Russian products. At the end of the work are given recommendations for Russian companies concerning the development and creation of brand positioning in China. Keywords: positioning strategies, country of origin, foreign origin, consumer perception, consumer behavior.