Marketing Strategy Improvement Research For ATSL Model Of Cadillac

With the rapid development of China's economy and the continuous improvement of people's income level,in recent years,the sales of luxury cars in China have continued to increase.With China's entry into the WTO,tariffs on imported vehicles have gradually declined and many brands have begun to take the localization route.The price of luxury cars in China has gradually become “close to the people”,and individual customers have gradually become the main customer base for luxury car purchases.Compared with foreign countries,China's luxury cars account for only 8% of the total passenger cars,while the United States as a developed country is about 15%,Germany is about 26%,for some first-tier cities in China,the proportion of luxury cars Up to 20%,close to the level of developed countries,but the second and third tier cities are far below the level of developed countries,so for China,the development potential of luxury cars is huge.The Cadillac brand was born in Detroit as a luxury car brand in 1902.For more than 100 years,Cadillac has created countless firsts in the industry,creating the industry standard for countless luxury cars;In the Webster Dictionary,Cadillac is defined as the synonym of "the most outstanding and prestigious thing in its class";the Royal London Automobile Club,which has always been known for its ultimate honour,is known as the "world standard." Cadillac has become the leading brand in the automotive industry by combining the centuries-old essence and the wisdom of a generation of designers.Cadillac is currently under the name of the US General Motors brand,and two other common brands Buick,Chevrolet and China's SAIC Group joint venture to establish a company,the company responsible for the promotion and sales of these three brands in China.As the most recent model of Cadillac,ATSL is responsible for challenging the BMW 3 Series,Audi A4 and Mercedes-Benz C-Class.Based on the marketing theory,the paper takes the luxury car market as the main research object.Through analyzing the background of the industry and the operation of the Cadillac brand ATSL model,the SWOT analysis method is used to comprehensively understand the marketing environment of ATSL,and the competition situation of the industry is detailed analysis.Through the analysis of ATSL marketing status and existing marketing problems,we can better understand the shortcomings of our own strategies;in addition,through the market research of target customers,understanding the characteristics of customer needs,and the current imperfections in ATSL marketing.Finally,based on the two,the specific plan for the company's marketing strategy should be improved.