Brand marketing strategy of new energy vehicles in the Chinese market : taking tesla as an example

新能源汽车在中国市场的品牌营销策略 ——以特斯拉为例

Name: Jinrun Huang

LCSH: Branding (Marketing) -- Case studies

LCSH: Electric vehicles -- Batteries -- Chaina

LCSH: Marketing strategy

Abstract: China's energy gap will reach 60%, forecast for the next decade, according to the Development Research Center of the State Council. At the same time, fuel vehicle exhaust emissions will have an increasing impact on air quality. That is why the new energy vehicle industry was listed in China's seven major emerging industries following the State Council's decision. In this paper, Tesla is this major research project. First, an overview of Tesla's development and marketing status is provided. The overall analysis of the macro and micro environment of Tesla vehicles is conducted, mainly using PEST analysis and competitive environment analysis. Tesla Motors is currently in an environment where the country vigorously supports new energy vehicles. Tesla was analyzed with SWOT to summarize the advantages and disadvantages, challenges and opportunities of the new energy competition market. Combined with the three elements of STP marketing strategy, this paper puts forward the improvement direction of Tesla's marketing strategy in China, especially to establish the guarantee mechanism of charging facilities installation, improve the after-sales service, enhance the performance of sales personnel and the continuous improvement of the training system

Abstract: 根据中国国务院发展研究中心对未来十年的预测，中国的能源缺口将达到 60%。同时，燃料汽车尾气排放对空气质量的影响将越来越大。这就是为什么在 国务院作出决定后，新能源汽车产业被列入中国七大主要新兴产业的原因。 在本文中，特斯拉为这次主要的研究项目。首先，概述了特斯拉的发展和 营销现状。对特斯拉汽车的宏观和微观环境进行了总体分析，主要采用PEST 分 析和竞争环境分析。特斯拉汽车目前正处于国家大力支持新能源汽车的环境 中。用SWOT 对特斯拉进行分析，总结了新能源竞争市场的优劣势、挑战以及 机遇。结合STP 营销战略三要素，本文件提出了特斯拉中国市场营销策略的改 进方向，特别是建立充电设施安装的保障机制，在售后的服务当中进行改善， 增强销售人员绩效及培训体系的不断完善

Rangsit University. Rangsit University Library

Address: Pathum Thani

Email: rattanapornn@rsu.ac.th

Name: Yang Shu Chen

Role: Advisor

Created: 2022

Modified: 2565-12-13

Issued: 2022-12-13

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Rangsit University

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