Analysis of China’s New Energy Vehicle Market Competitive Strategy: Taking Tesla and NIO as Examples

Abstract

In recent years, new energy vehicles have begun to emerge in China, with a range of brands such as Tesla and NIO competing in the Chinese market. Gradually, Tesla has moved far beyond the domestic new energy vehicle brand and became the leading brand in the Chinese market. This article compares the 4P marketing strategies of Tesla and NIO, and discusses the similarities and differences between the two based on SWOT analysis. The results of the study show that NIO's marketing strategy still has different degrees of disadvantages compared to Tesla's. By improving the car design and product performance, the gap between the two will be further narrowed, which will allow NIO to capture more market share in the new energy vehicle industry in the future. This article can help NIO to further improve the company's operating efficiency, so as to occupy a higher market share, and at the same time has important practical significance for helping the healthy development of China's new energy automobile industry.