Tesla's Development Strategy In China

Under the background of the increasingly tense traditional energy supply and declining environmental quality,new energy vehicles are the future direction of China's auto industry.Tesla entered the Chinese market at the end of 2013.After four years of development,the Chinese market has become Tesla's largest overseas market.But Tesla's electric vehicle sales in the Chinese market accounted for only 2.3% of China's total sales of new energy vehicles,far lower than Chinese brands.it also shows that Tesla's current development strategy in the Chinese market has problems and may not be suitable for Chinese market.At present,the research on the domestic new energy auto companies' strategy is mainly focused on the Chinese brands or the world's veteran car companies.The research on Tesla is mainly focused on technology and marketing strategies.However,there is no relevant literature to study the development strategy of Tesla electric vehicles in the Chinese market.Therefore,studying the development strategy of Tesla electric vehicles in the Chinese market not only has important reference significance for Tesla's development of electric vehicle business in China,but also has certain reference significance for the development of independent brands of China's new energy vehicles.First of all,this paper conducts a preliminary analysis of Tesla from the external environment and internal conditions,and lists the opportunities and advantages that Tesla currently faces in the Chinese market,and the threats and disadvantages it faces.Secondly,I will sort out these key elements in terms of these opportunities,threats,strengths and weaknesses,and invite experts from China ' s new energy automotive industry,Tesla ' s management staff,Tesla's sales staff and owners to evaluate and score.And then,I collate the collected data and use the analytic hierarchy process to determine the weight of each factor,and use EFE and IFE matrix to determine the weighted score so as to achieve the purpose of assessing the specific impact degree of each factor.Next I conducted a SWOT comprehensive analysis of the factors,conducted strategic selection and strategic safeguards based on theanalysis results,At the company level of strategic selection,I believes that Tesla should adopt vertical integration strategy,market development strategy and product development strategy in the Chinese market;At the business level of strategic selection,I believes that Tesla should adopt a differentiation strategy in the Chinese market;At the functional level of strategic selection,I believes that Tesla should adopt marketing and R&D strategies in the Chinese market.At the same time,in order to ensure the realization of the strategic goals,Tesla needs to break through the bottleneck of production capacity,improve charging technology and improve the charging layout,improve service quality,adopt local marketing strategies,improve intelligentization and networking technologies,and reduce charging infrastructure.Construction and operation management costs.Finally,on the basis of the analysis of the full text,I provides reference opinions and suggestions for the current Chinese new energy automobile enterprises.Finally,There are four main innovation points in this paper:.First,the direction of this article is a new direction;Second,this article has a strong practical significance;Third,this article is more comprehensive than the previous literature in financial analysis;Fourth,This article is more comprehensive than the previous literature on the Tesla data.