Research on the Marketing Communication Strategy of Tesla Motors in China under the Background of New Media

Abstract

Tesla entered the market of China at the end of 2013. China's new energy vehicle sales have increased significantly, and they have become the focus of competition among the various manufacturers in the future. This passage will fill such research gaps using quantitative research, case analysis, and survey. There are following steps to conduct the study: First, The market of new energy vehicles in China; Second, The current situation of Tesla's marketing strategy in China; Third, The problems of the current Tesla's marketing strategy, include frequent price adjustment, excessive pursuit of sales, newly established and Less competitive; Fourth, The improvements of Tesla's marketing strategy, include improvements for frequent price adjustment; improvements for the excessive pursuit of sales and improvements for problems of newly established and less competitive. The value of the article refers to the analysis and optimization of Chinese new energy vehicle, industrial policy and promotes the Tesla's marketing competitiveness.