摘 要

随着新能源汽车在技术的改进和接受度的日益提高，各国也开始积极的展开各种配套方案，比如在政策上给予新能源车各种上牌或者税率上的优惠，还有由国家牵头制定充电标准和规划建设充电网络等。借着这股席卷全球的新能源汽车浪潮，特斯拉汽车的产品已经成功覆盖37个国家地区，其技术理念已经逐渐为广大消费者所接纳，而特斯拉作为新能源汽车的先驱品牌也得到了全球市场的认可。与此同时，我国的新能源车企业却正处于初创阶段，如何摆脱传统汽车的发展模式，构建符合现代潮流新市场形势的企业发展模式，是中国新能源车企业生存与发展需要克服的难题。故本文以特斯拉汽车公司作为研究对象，通过案例的研究与分析，尝试探索它独特的营销模式，并以其在中国市场的发展为蓝本，结合国内市场的特殊需求以及政府对新能源车的各项政策与引导，对特斯拉汽车在中国市场落实营销策略所得到的成果和遇到的问题进行剖析，期望在之后能为中国新能源车企的经营与发展提供一些普遍可行的经验与方案。

关键词：特斯拉；电动汽车；市场营销

Abstract

With the improvement of technology and the increasing acceptance of new energy vehicles, countries have also begun to actively carry out various supporting programs,such as giving various incentives to new energy vehicles on the policy or tax rates, as well as national-led Charging standards and planning to build charging networks. With this wave of new energy vehicles sweeping the globe,Tesla's products have successfully covered 37 countries and regions, and its technical concept has gradually been accepted by consumers. Tesla is also a pioneer brand of new energy vehicles.Recognized by the global market.At the same time, China's new energy vehicle enterprises are in the initial stage.How to get rid of the traditional automobile development model and build a business development model that conforms to the modern trend and new market situation is a difficult problem for the survival and development of China's new energy vehicle enterprises. Therefore, this article takes Tesla Motor Company as the research object,through the research and analysis of the case,tries to explore its unique marketing model,and based on its development in the Chinese market, combined with the special needs of the domestic market and the government's new energy vehicles. Various policies and guidance,analyze the results and problems encountered by Tesla Motors in implementing the marketing strategy in the Chinese market, and hope to provide some common and feasible experiences for the operation and development of China's new energy vehicles. With the program.

Keywords: Tesla; electric car; marketing

目录

1 绪论 1

1.1 研究背景 1

1.2 研究目的 1

1.3 研究方法 2

2 国内新能源汽车市场现状分析 3

2.1 国内新能源汽车市场概述 3

2.2 国内新能源汽车市场分析 3

2.2.1 选择合适目标市场 4

2.2.2 市场定位 4

2.2.3 市场细分 4

3 当前特斯拉电动汽车在国内市场的营销方式分析 4

3.1 特斯拉在国内市场的环境分析 4

3.1.1 政策环境 4

3.1.2 经济环境 5

3.1.3 社会文化环境 5

3.2 特斯拉在国内市场营销策略分析 6

3.2.1 特斯拉新能源汽车产品策略 6

3.2.2 特斯拉新能源汽车的渠道策略 7

3.2.3 特斯拉新能源汽车的促销策略 7

4 特斯拉与国内新能源汽车品牌中间营销方式的比较 8

4.1 两者在营销方式上的差别 8

4.2 造成两者区别的因素 9

4.3 特斯拉在营销方面存在的问题 9

4.3.1 新能源汽车的销售及维护成本偏高 9

4.3.2 缺乏完善配套设施，后期维修和保养不能保证 9

5 国产新能源汽车营销策略制定 10

5.1 制定符合需求导向的价格策略 10

5.2 加快城市网点布局，深耕线下体验店 10

5.3 增加品牌认知的整合信息营销 11

结 论 13

参 考 文 献 14