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Research on Tesla Automobile Marketing Strategy - Taking the Chinese Market as an Example
- 1 Malvern College, Malvern, United Kingdom
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Abstract
The global automotive industry has been rapidly evolving, driven by environmental concerns and technological advancements, with the new energy vehicle market witnessing significant growth. Tesla, renowned for its innovative technology and high-performance electric vehicles, entered the Chinese market on January 7, 2020.This study provides an overview of Tesla's marketing strategies for entry and development in the Chinese electric vehicle market. Entering in January 2020, Tesla was attracted by lower production costs and government subsidies. Despite intense competition from domestic brands and data protection issues, it has achieved remarkable success through strong sales and a significant market share. Tesla's market strategies include a product strategy emphasizing technology edge and a wide product range, a price strategy following a high-to-low pricing model, and a direct sales-based marketing channels strategy. Although challenges persist, this combination has enabled Tesla to thrive in the competitive Chinese EV market. Through trends and reputation, Tesla’s brand building in China has emphasized the unique value of its electric vehicles, leveraging both online and offline channels for promotion.
Keywords
Tesla, entrant, Chinese market, electric vehicles, brand building
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Cite this article
Huang,M. (2025). Research on Tesla Automobile Marketing Strategy - Taking the Chinese Market as an Example. Advances in Economics, Management and Political Sciences,167,128-131.
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Volume title: Proceedings of the 4th International Conference on Business and Policy Studies
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