Research On Optimization Of New Energy Vehicle Marketing Strategy - Taking Tesla As An Example

Abstract

With the increasingly severe global environmental problems and the intensification of the energy crisis, transforming fuel vehicles into new energy vehicles has become the current development focus. As a leader in electric vehicles, Tesla is facing fierce competition from local companies in the Chinese market. This article analyzes Tesla's marketing strategies and problems in the Chinese market and puts forward optimization suggestions. Tesla has implemented a marketing strategy of penetrating from the high-end market to the low-end market in the Chinese market and has continued to innovate and launched new models such as Cybertruck. In terms of pricing strategy, Tesla adopts a cost-based pricing model and frequently adjusts prices to adapt to market changes. In terms of channel strategy, Tesla adheres to the direct sales model, but the coverage rate in China's second and third-tier cities still needs to be improved. However, Tesla still faces problems such as high product prices, stability of online marketing channels, and effect evaluation in the Chinese market that need to be solved. To this end, it is recommended that Tesla flexibly adjust prices, launch cost-effective models, and optimize cost and supply chain management to reduce costs. At the same time, it is recommended to strengthen online accuracy and improve evaluation mechanisms, increase marketing revenue, and reduce uncertainties. Through these adjustments, Tesla can achieve greater success in the Chinese market.