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Research on the Marketing Strategy of Tesla Vehicle in China
- 1 School of King’s University College, The Western University, London, Ontario, Canada, N6A2M3
* Author to whom correspondence should be addressed.
Abstract
Faced with decreasing energy supplies, the automobile industry in many nations has shifted its attention to new energy cars, and the promotion of new energy vehicles has become a mainstream trend of our day. China's emphasis on the development of new energy vehicles, as well as the implementation of new energy vehicle subsidies, have all contributed to the industry's rapid growth. This research examined Tesla's strengths and weaknesses, opportunities and threats using the SWOT method. It has a brand, product benefits, and a quality service system. National policy industry innovation, as well as consumer awareness of environmental protection, are all positive marketing trends. However, it offers fewer product options, charging options are limited, and safety concerns must be addressed. With something to ponder on, the rivalry becomes even more fierce. The Tesla marketing plan is then determined utilizing the 4PS marketing analysis process. It creates high-end and low-end items to fulfill varied demands, and employs online and offline direct sales to cut costs, flexible pricing, and new media exposure to gain market share. Therefore, Tesla's development is more positive.
Keywords
tesla, new energy vehicles, marketing strategy, Chinese market
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Cite this article
Li,J. (2023). Research on the Marketing Strategy of Tesla Vehicle in China. Advances in Economics, Management and Political Sciences,4,402-407.
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Volume title: Proceedings of the 6th International Conference on Economic Management and Green Development (ICEMGD 2022), Part Ⅱ
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