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电力时代——特斯拉营销策略研究
目录
绪论 .................................................................................................................................................. 4 一、特斯拉品牌概况 ....................................................................................................................... 4
(一)品牌发展历程 ................................................................................................................... 4 (二)特斯拉产品 ....................................................................................................................... 5 （三）特斯拉定位及目标消费者 ................................................................................................... 5 （四）目前的发展状况 ................................................................................................................... 5 二：特斯拉中国市场营销策略 ....................................................................................................... 6 （一）纯电动技术的超级轿跑 ....................................................................................................... 6
(二)高端定价追求品质 ........................................................................................................... 6 (三)与互联网结合布局市场 ................................................................................................... 6 (四)中国市场的分析 ............................................................................................................... 7 三、特斯拉中国市场营销特点总结 ............................................................................................... 7 （一）精准定位锁定消费群体 ....................................................................................................... 7 （二）与中国新能源政策相辅相成 ............................................................................................... 8 （三）专利开放树立品牌 ............................................................................................................... 9 （四）特斯拉对中国电动车产业发展的影响 ............................................................................... 9 结语 ................................................................................................................................................ 10 参考文献......................................................................................................................................... 11 致谢 ................................................................................................................................................ 12
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电力时代——特斯拉营销策略研究
摘要
在资源越来越紧缺的时期，以及汽车的广泛普及，新能源汽车的研发越来越重要，世界各大车企不得不加大力度研发新能源汽车，而特斯拉就是为了新能源汽车而诞生的汽车品牌，特斯拉汽车公司成立于2003年，在数年的技术发展过程中，特斯拉电动超级跑车技术日趋完善，发布的第一款Model S电动跑车后，于2014年正式进入中国市场，而在中国这块充满机遇与挑战的土地上，借着中国新能源汽车补贴政策的东风，掀起了一股豪华电动车的热潮。
本文以特斯拉在中国营销推广为切入点，从特斯拉中国推广的形式、受众、产品等进行分析，总结特斯拉在针对中国市场做出的一系列营销手段以及特斯拉电动汽车对中国本土汽车行业的影响和贡献。
关键词:特斯拉；新能源 ；电动车；中国市场
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电力时代——特斯拉营销策略研究
Abstract
In resources become more scarce, and automobile popularization, and the research and development of new energy automobile more and more important, the cart enterprises to increase efforts to research and development of new energy vehicles, and Tesla is for new energy vehicles and the birth of the automobile brand, Tesla Motors Company was established in 2003, in the years of technology development process, Tesla electric supercar technology is becoming perfect day by day, released the first model s electric sports car, in 2014 officially entered the Chinese market, in China this is full of opportunities and challenges of the land on, policy of allowance of car of Chinese new energy resources by the east wind, set off an upsurge of luxury electric car. The Tesla marketing promotion in China as a starting point, from the Tesla China promotion form, the audience, and other products analysis, Tesla made for the Chinese market a series of marketing means and Tesla electric car impact and contribution to the Chinese auto industry in the summary.
Keywords: Tesla; new energy; electric vehicle; China market
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