BRAND MARKETING STRATEGY OF NEW ENERGY VEHICLES IN THE CHINESE MARKET- TAKING TESLA AS AN EXAMPLE
Keywords:
Brand Marketing Strategy; New Energy VehiclesAbstract
China's energy gap will reach 60%, forecast for the next decade, according to the Development Research Center of the State Council. At the same time, fuel vehicle exhaust emissions will have an increasing impact on air quality. That is why the new energy vehicle industry was listed in China's seven major emerging industries following the State Council's decision.
In this paper, Tesla is this major research project. First, an overview of Tesla's development and marketing status is provided. The overall analysis of the macro and micro environment of Tesla vehicles is conducted, mainly using PEST analysis and competitive environment analysis. Tesla Motors is currently in an environment where the country vigorously supports new energy vehicles. Tesla was analyzed with SWOT to summarize the advantages and disadvantages, challenges and opportunities of the new energy competition market. Combined with the three elements of STP marketing strategy, this paper puts forward the improvement direction of Tesla's marketing strategy in China, especially to establish the guarantee mechanism of charging facilities installation, improve the after-sales service, enhance the performance of sales personnel and the continuous improvement of the training system.
References
Bellos, I., Ferguson, M., & Toktay, L.B. (2017). The Car Sharing Economy: Interaction of Business Model Choice and Product Line Design. Social Science Electronic Publishing, 19(2).
Green, T., Tinson, J., & Peloza, J. (2016). Giving the Gift of Goodness: An Exploration of Socially Responsible Gift-Giving. Journal of Business Ethics, 134(1), 29-44.
Jamie, LaReau. (2016). Echo Park marketing strategy: Get them while they're young. Automotive news, 91(TN.6743), 18-18.
Li, Q.Y., & Wei, L. (2019). Tesla Automobile China Marketing Strategy Analysis. Fujian Quality Management, (009), 56-57.
Ma, X.M. (2020). Research on Integrated marketing communication strategy of DY Pure Electric Vehicles. Zhejiang Industrial and Commercial University: China.
Qi, F.M. (2020). Research on the Marketing Strategy of Tesla Automobile Brand in China. Hebei enterprises, (10).
Qian, Z.C., & Bao, X.Y. (2019). Research on Tesla Automobile Brand Marketing Strategy. Heilongjiang Textile, 151(01), 39-41.
Wang, P. (2015). Research on the Marketing Strategy of Emerging Automobile Brand. Jinan University: China.
