全球化视角下豪华汽车品牌的营销策略研究-以凯迪拉克为例_英语论文                  

Research on the Marketing Strategies of Luxury Cars under Globalization -IIllustrated by the Case of Cadillac  

摘要

随着全球经济形势的逐渐好转，豪华汽车品牌也开始了自己的复苏。近几年来，由于电视媒体和网络媒体的快速发展，豪华汽车市场的竞争也变得愈加激烈。在全球化背景下，为了获取最大化利益，为品牌创造更好的商业地位，各大豪华汽车品牌开始尝试各种营销策略及手段。在金融危机发生以前，奔驰、宝马、奥迪三大德国汽车品牌雄踞豪华汽车市场，而随着全球经济回暖，德系三甲以外的豪华汽车品牌也开始纷纷发力，力求在全球市场实现更大的突破。而作为美国老牌豪华汽车代表，凯迪拉克在经历了低迷期以后，在近几年迅速发力，成功实现了大反超，远远甩开了其美国竞争对手，直逼奔驰、宝马、奥迪。

本文先研究凯迪拉克的品牌历史，指出其品牌低迷的时间。随后，本文对其全球化视角下的不同营销策略进行了分析、比较，从而总结出在面对不同国家的法律政策时采取不同的营销策略所能带来的益处（以中国和美国为例）。紧接着，本文从作者本人的立场出发，指出了这些不同的营销策略背后可能带来的弊处以及其需要调节或改正的地方。最后，本文指出在采取了这些不同的销售策略以后，凯迪拉克近期可能取得的效益。

关键词：营销策略、豪华汽车、凯迪拉克

Abstract

As the global economic situation gradually improves itself, luxury cars start the recovery. In recent years, due to the rapid development of television media and Internet media, the luxury car market competition is becoming increasingly fierce.Under globalization, all luxury car brands are trying all kinds of marketing strategies and methods in order to obtain maximized profits and create better business statuses. As the global economy recoveries, other luxury car brands besides Mercedes Benz, Audi and BMW are also striking to achieve a greater breakthrough in global market while in the past decade, the entire luxury car market was almost occupied by three German brands listed above. As a representative of the American luxury cars, Cadillac has realized its dream of renaissance after a period of downturn.

At first, this thesis makes a thorough research on the history of Cadillac and points out the downturn period of this brand. Then it analyzes the different marketing strategies of Cadillac under globalization, showing the benefits brought by its strategies, which are mostly made in different countries(illustrated by China and America). Afterwards, the thesis points out the potential risks and drawbacks of the strategies and lists the parts needing changes or polishment. Finally, it demonstrates the benefits Cadillac could get due to the brilliant strategies.

Key words: marketing strategy, luxury car, Cadillac

Contents

Chapter 1 Introduction 3

Chapter 2 Status of Cadillac 5

2.1History of Cadillac 5

2.2Downturn period of Cadillac 5

Chapter 3 Marketing Strategies Under Globalization 7

3.1 Definition of Marketing Strategies 7

3.2.Advertisements in Different Media 8

3.3 Localization of Vehicle Models 9

3.4 Adjustment to Export Models 11

Chapter 4 Potential Problems 13

4.1 Lower Status of Cadillac 13

4.2 Lower Status of Cadillac Caused by Export Adjustment 14

4.3 Reduction of the Profits 14

Chapter 5 Personal Suggestions 16

5.1 Export More High Performance Cars 16

5.2 Accelerate The Pace of R&D 16

Chapter 6 Expected Future Development 18

6.1 Brand Status 18

6.2 Sales Performance 18

Chapter 7 Conclusion 20

Acknowledgments 21

References 22