Features of Communication between Premium Chinese Automobile Brands through Opinion Leaders with Russian Consumers Using the Example of the Hongqi

The role of marketing communications is becoming increasingly important given the dynamic economic environment. The quality of marketing communications is becoming a major factor that influences the success of a brand. The importance of this aspect is also relevant in the automotive sector, in which consumer choice is often determined by the relationship between the brand and the individual. Today, when the market is oversaturated with advertising messages, consumers are faced with a huge number of communication offers. Therefore, the study is aimed at analyzing the influence of marketing strategies of Chinese premium automobile brands on the formation of preferences of Russian consumers. The purpose of the study was to develop recommendations for optimizing marketing communication strategies to interact with target audiences.