Research on Tesla's Pricing Strategy in China Based on Bertrand Game and SWOT Analysis

Abstract

With the advent of the post-subsidy era, new energy vehicles are the future development direction of China’s automobile industry, the Chinese government has established a number of New-Energy Vehicle (NEV) market stimulus programs. As a foreign car company in China, The price approach employed by Tesla in the Chinese market has turned into an important concern. This article analyzes the future pricing development strategy of the NEV industry represented by Tesla in China, and then analyzes the development trend of electric vehicle companies under different pricing. Using the method of combining SWOT and Bertrand model, a strategic analysis is carried out from two different perspectives, this article focusing on using the SWOT analysis method to conduct a strategic analysis of the overall environment of Tesla's NEV industry with various literatures as the model background, and proposes the future Continue technological innovation, improve production efficiency, reduce production costs and other related development suggestions.