Research background and significance
Based on the great potential of the global electric vehicle market. I want to talk a little bit. What is the strategy of the electric vehicle industry for domestic and foreign development. Take Tesla as an example, the main reason is that Tesla is the leader in the electric vehicle industry. And as a leading enterprise of electric vehicles. What strategic strategies and company goals are needed to develop well at home and abroad. In addition, China is a major automobile consumer and production country. How to gain a foothold in China is also an important issue. The significance of studying this paper is that environmental awareness is the world’s concern, so the electric vehicle industry must have huge development potential in the future. And based on this background. We need to study and analyze from all aspects to explore his potential.
Domestic Literature Review
E. Jerome McCarthy (1960) in his book (Basic Marketing) for the first time summarized the company’s marketing elements into a combination of four basic strategies, the well-known ‘4P’s’ theory: Product, Price, Place, Promotion. Product: pay attention to the development function, require the product to have a unique selling point, put the product’s functional requirements first. Price: According to different market positioning, formulate different price strategies. The pricing of products is based on the company’s brand strategy, focusing on the gold content of the brand. Place: Enterprises do not directly face consumers, but rather focus on the cultivation of dealers and the establishment of sales networks.
The contact between enterprises and consumers is carried out through distributors. Promotion: The company pays attention to the change of sales behavior to stimulate consumers, and promotes the growth of consumption with short-term behaviors (such as profit-making, buy one get one free, marketing scene atmosphere, etc.), attracts consumers of other brands or leads to early consumption to promote sales growth of. Professor Robert Lauter born (1990) proposed the 4Cs marketing theory corresponding to the 4P of traditional marketing. The transformation of the 4Ps marketing mix to the 4Cs marketing mix is specifically manifested in the transformation of Production to customers, price to cost, distribution channels to Convenience, and promotion to communication. Customer studies customer needs and desires and provides corresponding products or services Consider how much the customer is willing to pay Convenience considers allowing customers to enjoy the convenience of third-party logistics Promotion advertising, staff sales, business promotion and public relations, etc. Communication proactively communicates with customers to find a win-win identity.
Foreign Literature Review
The research on new energy vehicles at home and abroad has obtained relatively rich results, which can be divided into the following four directions: firstly, the development trend of new energy vehicles and fuel vehicles; secondly, in the driving mode of new energy vehicles, Which of the pure electric, hybrid and new clean fuels is more in line with the needs of society and the market; thirdly, how should the government set up a reasonable policy mechanism to guide the new energy vehicle market to enter a healthy development; fourth, how should new energy vehicle companies be increasingly In the development of the new energy vehicle market, formulate development strategies to obtain greater market opportunities.
Judging from the current status of domestic research; He Limin (2018) believes that mileage, charging, and battery issues are the three major issues restricting the promotion of electric vehicles in the future. Today, under the predicament that the three major problems are difficult to be solved well, it is expected that in the future, fuel-driven cars and electric cars will go hand in hand.
Cao Yan (2010), in the research on the competitiveness of China’s new energy vehicle marketing, believes that the failure of charging technology to meet the demand for fast charging and the slow construction of supporting charging facilities are the biggest obstacles to the development of new energy vehicle industry. At the same time, high prices, slow charging speeds and the need for fixed parking spaces have undoubtedly reduced consumer enthusiasm for new energy vehicles.
Rao Liang (2015) believes that new energy vehicle marketers should put the promotion of green consumption as the focus of new energy vehicle marketing. To achieve this, we must allow the use of network platforms to expand the online marketing channels of new energy vehicles, and we can also try to enhance the consumer experience through the development of battery leasing business.
Gao Mingze (2013) made a relatively comprehensive analysis of the current new energy vehicle industry in China. He believes that the cooperation between the government and enterprises in our country has achieved exciting results, while further satisfying consumer needs and expectations. Only when policies, technologies and propaganda are implemented can we grasp the great opportunities for the development of new energy vehicles.
Chen Yang and Wang Xuefeng (2014) believe that the protection of local protectionism and the backward development of the industry chain support system caused by the isolated energy policies of provinces and cities are two big mountains that hinder the development of the new energy vehicle industry. They believe that through the discussion of China’s new energy vehicle industry and market environment, studying the problems and contradictions that multinational companies may face in operating in China’s market environment can provide clues for analyzing Tesla’s business in China.
Zhou Yan and Lu Lixia (2018) believe that based on the life cycle cost theory, the economic and environmental costs of different types of power vehicles in the process of use are analyzed. As far as the current given situation is concerned, it is finally concluded that household electric vehicles are actually more expensive than gasoline vehicles. No conclusion of economic advantage.
Ye Fanglang (2018) believes that the size of the automotive consumer market is gradually expanding, but the fuel-driven approach has also caused problems such as energy and environmental protection.The advantage of almost zero emissions of pure electric vehicles also makes it an alleviating energy shortage problem and improving environmental quality around the world. However, factors such as overall safety deficiencies, high maintenance and use costs, short vehicle range, and inadequate charging facilities still restrict the popularity of pure electric vehicles.
Wang Liwei (2018) passed a study in Chengdu, Sichuan, shows that energy conservation and emission reduction, reducing the use of fuel-fueled vehicles, and promoting the popularity of pollution-free, zero-emission electric vehicles are the correct choices for Chengdu to achieve sustainable development.
Zhang Boshun (2013) described Tesla’s product implementation plan as a ‘three-step’ strategy, which will be described in detail later: the first step is for high-end cars made by high-income people, and the second step is for middle- and high-income groups Product strategy of producing relatively low-cost models, and finally civilian models.
Zhu Zhecheng (2016) believes that Tesla has a good market in marketing, full brand effectiveness, low cost of word-of-mouth marketing, but there are also problems with fewer marketing channels, such as general online sales channels.
Ning Jiayan (2019) From the comparison of the number of orders and the number of deliveries, capacity bottlenecks have plagued BYD and Tesla. How to solve the problem of capacity is an important issue for Tesla’s profit.
Zhang Changling et al. (2014) explained the great success of Tesla Motors in the United States, and they believed that the reason for Tesla’s success was that it achieved high cost performance in terms of the US market. Tesla’s performance, safety, product design, and ease of use have reached a level unmatched by other brands of pure electric vehicles, so its success is inevitable.
Zhang Caihong et al. (2013) pointed out in the process of Tesla’s success that advanced battery management technology to achieve cruising range that other competitors can not reach is one of the keys to Tesla’s success. At the same time, they also affirmed Tesla’s marketing model and believed that Chinese new energy vehicle companies can also replicate Tesla’s success by learning the market strategy of branding with technology.
Judging from the current status of foreign research; Toshihiko Nakata (2010) used the empirical method to obtain the correlation between the two through the data of greenhouse gas carbon emissions and the statistics of the number of new energy vehicles, and the new energy vehicle Industry needs national attention and vigorous development.
First of all, the development of electric vehicles in the United States also promotes new energy vehicles based on the concept of protecting the environment. In the early 1990s, the United States proposed a new policy, which was mainly aimed at the restrictions on the mileage and CO2 emissions of cars that were launched with environmental protection concepts. The US policy was very avant-garde at that time, and it has been expected that the development of the automobile industry will definitely promote new energy vehicles. So the US government has formulated a lot of policies to support this idea. The innovation and promotion of new energy vehicles have also promoted the development of this automotive industry.
I will take the Tesla, the most influential new energy vehicle in the United States, as an example to introduce the development of the US electric charging car industry. Tesla’s predecessor was a team of three people, of which Martin Eberhard founded the Tesla brand. And provide specific plans. JB Straubel has been studying the implementation of lithium-ion batteries in vehicles, and the two also found Elon Musk at the same time, hoping for investment. All three believe that the potential of electric sports cars and their speed and appearance are very different from other cars, so they wanted to create a more perfect electric sports car named Tesla on this goal, and the research must have begun. Over time their R & D team expanded from a few three to dozens to hundreds. The newly established Tesla is not optimistic. However, Tesla invited many celebrities to participate with his avant-garde philosophy and Elon Musk’s network. At the launch of Tesla, the first thing that successfully attracted everyone was the acceleration of 100 kilometers in four seconds, and a large number of customers began to invest. But the good times didn’t last long Tesla was in crisis, and the turning point was in ‘Iron Man’. After the release of Iron Man in 2008, Tesla has gained global popularity. Breakthroughs in battery technology, his product ideas and great ideals coupled with Hollywood’s attention and so on are all factors that make Tesla successful.
This is also the star effect I mentioned later is very powerful for publicity. Tesla, which is extremely advanced in both technology and philosophy, needs this effect to promote itself.
China’s new energy vehicle industry began in the early 21st century. In 2001, the new energy vehicle research project was included in the ‘863’ major scientific and technological subject during the ‘Tenth Five-Year Plan’ period, and a strategy was started with gasoline vehicles as the starting point to advance toward hydrogen-powered vehicles. Since the ‘Eleventh Five-Year Plan’ period, China has proposed the strategy of ‘energy saving and new energy vehicles’, and the government has paid close attention to the research and development and industrialization of new energy vehicles.
China’s new energy vehicles are divided into three stages. The first is the development stage. Because the power source of new energy vehicles is not very certain, the power source is the most important thing for new energy vehicles, so China was at the stage of exploration. In the second stage, China decided to focus on lithium-ion batteries. Since then, the state has started various support subsidies and continuously expanded the market. And countries also continue to support the development of new energy vehicles, because this is the goal of the world. The world hopes that environmental issues can be given top priority and that fuel vehicles emit daily emissions as the first factor that damages the environment. Therefore, the necessary new energy vehicles must be supported and recognized by all countries and strongly supported.
The development of new energy vehicles is very important for the development of our automotive industry. First of all, before the development of new energy vehicles in China, many countries have begun to develop, and their ideas are avant-garde. And it can be popularized and welcomed worldwide. This is a big trend. The development of new energy vehicles in China can be said to have joined the mainstream of the development of global electric vehicles. The development of new energy vehicles will definitely promote economic development and is also the main driving force for local economic development. In China, the development of the energy vehicle industry is just beginning, so it is very convenient to promote new energy vehicles, and the resistance will be very small.
Tesla Company Profile
Tesla Motors is a company that manufactures and sells electric vehicles. It was founded in 2003 and is headquartered in the Silicon Valley, California. Tesla Motors is the world’s first electric vehicle company to use lithium-ion batteries. Its first Tesla electric car was Roadster. On June 8, 2013, electric vehicle maker Tesla opened higher and higher, closing up 4.82% to close at $ 102.04; it returned to above $ 100. The company has a market value of approximately $ 11.8 billion. Tesla Roadster: The world’s first mass-produced electric roadster produced by Tesla Motors in Silicon Valley, California. The Tesla Roadster is a battery electric vehicle (BEV) sports car that was produced by the electric car firm Tesla Motors in California from 2008 to 2012. The Roadster was the first highway legal serial production all-electric car to use lithium-ion battery cells , and the first production all-electric car to travel more than 200 miles (320 km) per charge. [5] As an electric vehicle, the Roadster qualified for several government incentives in many nations.
The Tesla Model S is a high-performance electric sedan made by Tesla Motors. Its rivals point directly to the BMW 5 Series. The performance of the BMW 5 Series is detailed below. Because Model S has a unique chassis, body, engine and energy storage system. Tesla Model X: On February 9, 2012, The Tesla Model X is a full-size crossover SUV in order to focus ‘on a commitment to bring profitability to the company in 2013’. The back door adopts the avant-garde eagle wing door design, which is mainly driven by an electric motor, and its acceleration of 100 kilometers is about 5 seconds. Model X combines the large space of MPV, the advantages of SUV, and the advantages of electric vehicles. Compared with domestic new energy vehicles, this is also a great advantage to attract consumers.
