UDC 070:004.451.9+339.138

Li Xiaoxu – PhD student, the Department of Communication Technologies and Public Relations. Belarusian State University (9, Kalvariyskaya str., 220004, Minsk, Republic of Belarus). E-mail: lxxxxlru@gmail.com

 

DOI: https://doi.org/ 10.52065/2520-6729-2024-285-10.

Key words: media tactic, media, anti-crisis PR, brand, smartphone, market, China.

For citation: Xiaoxu Li. Anti-crisis media tactics of chinese smartphone brands when positioning the company’s interests in foreign markets. Proceedings of BSTU, issue 4, Print- and mediatechnologies, 2024, no. 2 (285), pp. 76–81 (In Russian). DOI: 10.52065/2520-6729-2024-285-10.

Abstract

The article examines the main media tactics used by Chinese smartphone manufacturing companies in anti-crisis communications when positioning brands in foreign markets. It is noted that in the global smartphone market, the success factor for manufacturers is, on the one hand, the positioning of technical and product innovations (new flagships) in conjunction with the “price-quality” imperative; on the other hand, manufacturing companies work with both umbrella brands and brands of smartphones they produce. It is argued that it is advisable to highlight the following media tactics used in the practice of Chinese companies: prompt placement in the media of media texts that neutralize negative information about the brand, in response to information leaks or a massive attack in the media; intensive generation of information in defense of the interests of the company in order to attract the necessary attention from public groups, demonstrating an open position in the media to admit a mistake and informing the public about measures taken to prevent similar actions in the future, etc. Examples of crisis situations faced by Chinese smartphone brands are considered, the most famous among them are the brands “Huawei”, “Xiaomi”, in the history of which there are anti-crisis cases solved both with the help of certain marketing solutions and with the use of media strategies and tactics.

Download

References

1. Danilov V. A. Antikrizisnyy PR. Teoriya i praktika [Anti-crisis PR. Theory and practice]. Мoscow, RGAU-MSKhA Publ., 2016. 160 p. (In Russian).
2. Minzov A. S. Antikrizisnyy PR i protivodeystviye chernomu PR [Anti-crisis PR and counteraction to “black”PR]. Мoscow, MEI Publ., 2006. 122 p. (In Russian).
3. Saykin E. A. Antikrizisnyy PR [Anti-crisis PR]. Novosibirsk, Novosibirskiy gosudarstvennyy tekhnіcheskіy universitet Publ., 2015. 42 p. (In Russian).
4. Frolov S. S. Svyazi s obshchestvennost’yu v rabote firmy: strategiya, kommunikatsii, imidzh, brending [Public relations in the work of the company: strategy, communications, image, branding]. Moscow, Librokom Publ., 2014. 368 p. (In Russian).
5. Chimarov S. Ju., Gorbatova N. V., Dobychina I. E. Antikrizisnyy PR: teoriya i praktika [Anti-crisis PR: theory and practice]. St. Petersburg, SZAGS Publ., 2011. 172 p. (In Russian).
6. Chumikov A. N. Antikrizisnyye kommunikatsii [Anti-crisis communications]. Мoscow, Aspekt Press Publ., 2013. 172 p. (In Russian).
7. Romanov A. A. Mediaplanirovaniye [Media planning]. Мoscow, Evraziyskiy otkrytyy institut Publ., 2010. 239 p. (In Russian).
8. Starkova N. A. Marketingovyye kommunikatsii i organizatsiya reklamnoy deyatel’nosti [Marketing communications and organization of advertising activities]. Jaroslavl, JarGU Publ., 2013. 98 p. (In Russian).
9. Shlyahova S. S. Effektivnyy PR-tekst: forma i soderzhaniye [Effective PR text: form and content]. Perm, Permskiy gosudarstvennyy tekhnicheskiy universitet Publ., 2009. 385 p. (In Russian).
10. Shhepilov K. V. Mediaissledovaniya i mediaplanirovaniye [Media research and media planning]. Мoscow, RIP-kholding Publ., 2004. 219 p. (In Russian).
11. Rossiya i mir: 2024. Ekonomika i vneshnyaya politika. Ezhegodnyy prognoz [Russia and the World: 2024. Economy and Foreign Policy. Annual forecast]. Мoscow, IMEMO RAN Publ., 2023. 124 p. (In Russian).
12. Morozova S. A., Reznichenko L. V. Analysis of the global smartphone market [World science: problems and innovations: collection of articles of the XXI st. International scientific and technical conference. Part 4]. Penza, 2018, pp. 144–148 (In Russian).
13. Markova V. D., Cinlin M., Gje Ch. Marketing strategies of manufacturers in the smartphone market. Mir ekonomiki i upravleniya [World of Economics and Management], 2017, vol. 17, no. 4, pp. 158–167 (In Russian).
14. Mjen C. L., Chzhao G. Positioning of Chinese smartphones in the global market. MNSK – 2017: Menedzhment: materialy 55-y Mezhdunarodnoy nauchnoy studencheskoy konferetscii [MNSK – 2017: Management: materials of the 55-th International scientific student conference]. Novosibirsk, 2017, pp. 24–25 (In Russian).
15. Chaykovskaya A. V. Opportunities and prospects of XIAOMI in the global and Russian smartphone market. Faktory razvitiya ekonomiki Rossii: sbornik trudov IX Mezhdunarodnoy nauchno-prakticheskoy konferentsii [Factors in the development of the Russian economy: collection of proceedings of the IX International scientific and practical conference]. Tver, 2017, pp. 195–199 (In Russian).
16. Akimova M. P., Gorbenko E. A. Assessment of communication activities on social networks and recommendations for correcting activities in the current situation using the example of brands Oppo, Honor, Xiaomi. Reklama, PR i dizayn v brend-kommunikatsiyakh: sbornik nauchnykh trudov Mezhdunarodnoy nauchno-prakticheskoy konferentsii [Advertising, PR and design in brand communications: collection of scientific papers of the International scientific and practical conference]. Moscow, 2022, pp. 172–177 (In Russian).
17. Guan Sh., Kmet E. B. Development of Internet marketing of an enterprise in China (Humanitarian aspect). Ekonomicheskaya nauka segodnya: teoriya i praktika: sbornik materialov III Mezhdunarodnoy nauchno-prakticheskoy konferentsii [Economic science today: theory and practice: collection of materials of the III International scientific and practical conference]. Cheboksary, 2015, pp. 52–55 (In Russian).

12.02.2024