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研究生:達沙
研究生(外文):Daria Tingaeva
論文名稱:LUXGEN7 SUV在俄羅斯以文化為基礎的行銷創新
論文名稱(外文):Culture-based marketing innovations for LUXGEN7 SUV in Russia
指導教授:許牧彥博士
學位類別:碩士
校院名稱:國立政治大學
系所名稱:科技管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
畢業學年度:101
語文別:英文
論文頁數:97
外文關鍵詞:automobile marketingarchetypesbrand awarenessconsumer behaviorcultural-based marketinglocalizationRussia
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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.
Russia 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.
The 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.
The 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.
The main results of the research are:
- Choosing females as main targeted customers of LUXGEN in Russia;
- Finding out what localization of its brand name and exterior design LUXGEN should undertake according to the linguistic and color preferences of the Russians;
- 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;
- Designing several marketing events and activities for LUXGEN to organize in order to provide its consumers with special experiences.

Chapter 1 - Introduction 1
1.1. Research motivation 1
1.2. Research objective 1
1.3. Research question 1
1.4. Research method 2
Chapter 2 - Literature review 3
2.1. Marketing innovation 3
2.2. Product-centric vs. customer-centric marketing 4
2.3. Brand localization and culture 4
2.3.1. The definition of culture 5
2.3.2. The role of culture in localization process 6
2.3.3. The specifics of national Russian culture and character 6
2.3.4. Language localization 7
2.3.5. Color localization 8
2.3.5.1. Color effects in marketing 8
2.3.5.2. The necessity for color localization 9
2.4. Experiential marketing 9
2.5. The theory of advertising psychology and archetypes in marketing 10
2.5.1. The structure of psyche 11
2.5.1.1. The personal unconscious 11
2.5.1.2. The collective unconscious and archetypes 12
2.5.2. The personal unconscious and the concept of nostalgic advertising 12
2.5.3. The archetypes of collective unconscious and advertising 13
2.5.4. Ethno-cultural archetypes 14
Chapter 3 – Russia Automotive Market Analysis 15
3.1. Russian automotive market overview 15
3.2. Russian SUV market: major players 15
3.3. Marketing of top-5 SUVs in Russia 16
3.3.1. Lada 4х4 (Lada Niva) and Niva Chevrolet 16
3.3.2. Renault Duster 18
3.3.3. Nissan Qashqai 19
3.3.4. Kia Sportage 20
3.3.5. Marketing of top-5 SUVs in Russia: summary 22
Chapter 4 –The Challenges of LUXGEN7 SUV in Russia 24
4.1. Yulon Motor: company description 24
4.2. The LUXGEN brand 24
4.2.1. LUXGEN brand values 25
4.3. LUXGEN in Russia 25
4.4. LUXGEN7 SUV: characteristics and description 26
4.5. LUXGEN7 SUV: current positioning in the Russian market 28
4.6. LUXGEN7 SUV: potential obstacles in the Russian market 28
4.7. LUXGEN 7 SUV and the competitors 29
4.7.1. Price and quality ratio 29
4.7.2. Comparison of technical specifications 30
4.8. LUXGEN in the Russian market: SWOT analysis 30
Chapter 5 - Market Research 32
5.1. Method 32
5.2. Collecting secondary data 32
5.2.1. Russia`s automotive market trends 32
5.2.1.1.The consumer behavior of Russian married female drivers 33
5.2.1.2. Psychographic profile of female consumers 34
5.2.2. The symbolism of colors in traditional Russian culture 34
5.3. Opinion survey 35
Chapter 6 - Marketing Innovation Proposal 41
6.1. The goals of marketing innovation for LUXGEN in the Russian market 41
6.2. LUXGEN7 SUV: defining targeted customers 41
6.2.1. Mentality and spiritual values of Russian females 42
6.3. Cultural-centric marketing approach for LUXGEN 43
6.3.1. Language localization of the brand name 44
6.3.2. Localization of the exterior design 45
6.4. Creating specific advertisement of LUXGEN7 SUV for the Russian consumers 46
6.4.1. Nostalgic advertisement 46
6.4.1.1. The case of Volkswagen nostalgic advertisement 47
6.4.1.2. Option for LUXGEN nostalgic advertisement: cartoon in the style of classic illustrations from children`s books 48
6.4.2. The archetypes of collective unconscious in advertising 48
6.4.2.1. Archetypes in advertising of top-5 automobile brands in Russia 48
6.4.2.2. LUXGEN advertisement: matching positioning and values with archetypes 49
6.4.3. Russian ethno-cultural archetypes in LUXGEN advertisement 50
6.4.4. Archetypes in LUXGEN advertisement: summary 51
6.4.5. A plot for LUXGEN advertisement 51
6.4.6. LUXGEN advertisement: a fairy tale cartoon series 52
Chapter 7 - Cooperation Network and Strategic Alliance 54
7.1. LUXGEN7 SUV advertisement and communication media 54
7.1.1. Internet 54
7.1.1.1. QR code access Internet commercial and interactive on-line banners 54
7.1.1.2. Interactive Internet game 55
7.1.3. Magazines 55
7.1.4. Outdoor advertising 56
7.2. Opinion leaderships 56
7.2. Incorporate with HTC to breaking the stereotype of being Chinese brand 57
7.3. Experiential marketing for LUXGEN7 SUV 58
7.3.1. LUXGEN Show+ experiential theater 58
7.3.2. Creating the community of LUXGEN lady motorists 58
7.3.3. Event marketing 59
7.3.3.1. Creative Blind Drive Show 59
7.3.3.2. Family travelling with photo contest 60
Chapter 8 - Conclusion 62
List of Tables 65
Table 1: Difference between marketing innovation and other types of innovation 65
Table 2: Comparison of the product-centric and customer-centric approaches 65
Table 3: Archetypes in branding and 4 groups of motivation 66
Table 4: Marketing activities of top-5 SUVs in the Russian market 69
Table 5: Technical specifications of Luxgen7 SUV, Infiniti FX 35 and Mercedes-Benz GLK 350 70
Table 6: Percentage of Russians who intend to purchase a car 71
Table 7: The number of female drivers in 2006 and in 2012 in the statistical population is people aged 18 years and older, living in cities with a population of more than 100 thousand 71
Table 8: The most important factors for males and females in the process of making decision to purchase an automobile 71
Table 9: Cultural-specific semantics of color in Russian culture 71
Table 10: Archetypes in the advertisement of top-5 automobile brands in Russia 72
Table 11: Archetypes in the advertisement of top-5 automobile brands in Russia and in the proposed advertisement for LUXGEN 73
Figure 12: Top-3 most read magazines among male and female motorists 74
List Of Figures 75
Figure 1: Cultural attitudes relating to brands 75
Figure 2: A hypothetical model of color application in marketing (arrows show the direction of influence) 76
Figure 3: Top-15 SUV sales in Russia, 2005-2012 77
Figure 4: Price-quality ratio of SUV vehicles in the Russian market 78
Figure 5: The most likely buyers of cars in Russia 79
Figure 6: Psychographic profile of female motorists in Russia 80
Figure 7: Gender proportion of the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding” 80
Figure 8: Age proportion of the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who belong to a certain age group 81
Figure 9: Marital status proportion of the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who chose a certain answer 81
Figure 10: The proportion of the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, who have and who do not have children, Y-axis shows the number of respondents who chose a certain answer 82
Figure 11: Car ownership proportion of the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who chose a certain answer 82
Figure 13: Attitude to unusual colors among the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, x-axis shows the number of respondents who prefer a certain answer 83
Figure 14: Attitude to gold color of a car among the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who prefer a certain answer 84
Figure 15: Attitude to purple color of a car among the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who prefer a certain answer 84
Figure 17: The pronunciation of “LUXGEN” by the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who think that a certain variant of pronunciation is correct 85
Figure 18: More euphonious variant of “LUXGEN” pronunciation for the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who prefer a certain variant of pronunciation 86
Figure 19: Clarity of the meaning of the brand through the pronunciation as [l'uks 'gen] for the respondents of the survey “Linguistic and color preferences of the Russians in automobile branding”, Y-axis shows the number of respondents who prefer a certain answer 86
Figure 20: Illustrations by Y. Vasnetsov 87
References 88


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