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Research on Tesla's Marketing Strategy in China

Yuyao Wang


With the increasing challenges of the global energy shortage, environmental pollution, and driving safety, the new energy vehicle industry is gaining more and more attention from enterprises and people. As the leader in new energy pure electric vehicles, Tesla has created a new concept of manufacturing cars with internet thinking and opened up a whole new segment of the automotive market.This paper takes Tesla's entry into the Chinese market as an example and explains Tesla's marketing strategy based on questionnaire data. In addition, a survey was designed and placed on a highly active forum in China to obtain the basic characteristics of Tesla users and what they think, and then the data were analyzed according to the STP theory in marketing to analyze its market segmentation, target market, and market positioning. The paper also provides a comprehensive account of Tesla's marketing strategy in terms of price strategy and brand maintenance strategy.


Marketing Strategy; Tesla; Electric Vehicles

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DOI: http://dx.doi.org/10.18686/fm.v8i5.10341