Research on Tesla's Marketing Strategy Based on Consumer Psychology

Abstract

Recently, new energy vehicles have become more and more popular, and the new energy market has received unprecedented popularity. With the world's environmental problems becoming more and more serious, people have also begun to realize that the reduction of carbon emissions is an important thing. As a representative brand of the new energy vehicle industry, Tesla has many places to learn from other brands. The research mainly focuses on the analysis of Tesla’s marketing strategies in China and international markets and also combines online and offline sales analysis. The method of this paper is literature analysis. This paper summarized Tesla’s problems as the current situation of the industry, consumer psychology and marketing strategies. In addition, this paper also provided solutions to the existing problems. There are significant problems with car safety, insufficient understanding of consumer psychology, and problems with offline marketing models. Tesla has encountered unprecedented development challenges and opportunities. Tesla should increase communication with customers to raise awareness of the brand. Tesla should also improve the quality of its products to enhance the reputation of its brand.