Исследование конкурентоспособности брендов: сравнительный анализ европейских и корейских автомобильных брендов в российской автомобильной промышленности
DOI:
https://doi.org/10.21638/spbu05.2024.103Аннотация
В этом исследовании сравнивается конкурентоспособность европейских и корейских автомобильных брендов на российском автомобильном рынке на основе наборов данных по 42 автомобильным брендам в России на 2022 г. Эконометрические модели (OLS, WLS и надежные методы наименьших квадратов) построены с использованием теоретической основы модели Даймонда Портера. Результаты регрессионного анализа позволили прийти к выводу, что диверсификация ассортимента, доступность для дилеров (или розничных магазинов) и активный маркетинг в социальных сетях являются решающими факторами для продвижения продаж автомобилей на российском рынке.
Основываясь на этом сравнении, можно сделать два важных вывода. Во-первых, корейские автомобильные бренды опережают европейские в управлении цепочкой создания стоимости, поскольку у них огромный пул дилеров и максимальный контакт с потенциальными российскими клиентами. Во-вторых, немецкие автомобильные бренды лидируют, когда дело доходит до диверсификации продукции и маркетинга в социальных сетях. Однако корейские автомобильные бренды по этим критериям не отстают от среднестатистических европейских автомобильных брендов и занимают позицию выше среднего. Учитывая выдающиеся показатели корейских автомобильных брендов, особенно на российском рынке, кажется, что обеспечение безопасности
многочисленных каналов розничной торговли имеет особенно важное значение. Результаты этого исследования полезны национальным и международным автомобильным компаниям для разработки бизнес-стратегий в российской автомобильной промышленности.
Ключевые слова:
российская автомобильная промышленность, развивающийся рынок, конкурентные преимущества, международный бизнес, факторы конкуренции, алмазная модель Портера, анализ бренда, перекрестный анализ
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Статьи журнала «Вестник Санкт-Петербургского университета. Экономика» находятся в открытом доступе и распространяются в соответствии с условиями Лицензионного Договора с Санкт-Петербургским государственным университетом, который бесплатно предоставляет авторам неограниченное распространение и самостоятельное архивирование.
