ANALYSIS OF TESLA’S MARKETING STRATEGY IN CHINA

ABSTRACT:Due to the rise of the automobile industry, all kinds of automobile brands have come into people’s eyes. Under China’s “five-in-one” policy, it has promoted the development of the domestic new energy vehicle market and the construction of new energy vehicle infrastructure. At the same time, the domestic sales of new energy vehicles under the Tesla brand have increased significantly, especially the sales of Model 3 are ahead of other domestic new energy vehicle brands. But with this alone, it is impossible for Tesla to have the current situation, indicating that his success is inseparable from his marketing strategy. At the same time, his success has impacted the traditional automobile industry of domestic brands on the one hand, and on the other hand triggered the reform of the automobile industry. While injecting fresh blood into the automobile industry, it also brought a new technological revolution to the automobile industry.Based on the domestic macro and micro economic conditions and the new energy vehicle development policies issued by the country, coupled with the use of traditional marketing theories, from the company’s target market and customer needs to the company’s market positioning, a detailed analysis of Tesla Motors The company’s marketing environment in China finally studied and formulated Tesla Motors’ marketing and portfolio strategies in China, namely products, pricing, promotions and channels.

KEYWORDS:Tesla; New energy vehicles; The marketing strategy