| As the conflicts between energy usage and environmental issues become more prominent,governments and automobile manufacturers are generally aware that the future development of the automotive industry lies in energy conservation and emission reduction.At the government level,various regulations on restricting the sales of traditional fuel vehicles and supporting new energy vehicles have been introduced one after another.For example,China’s “four-dimensional incentive policy system”,is aimed at car manufacturers and consumers to support the production and consumption of new energy vehicles,from the national strategic dimension,the tax and fee reduction dimension,the financial subsidy dimension and the industry.At the automaker level,new energy vehicle manufacturers,led by Tesla and BYD,are actively expanding their auto business.Traditional luxury automakers such as Volkswagen have also begun to invest heavily in new energy auto segment business.At the consumer level,the public has become more and more aware of the concept of green consumption,and the recognition of new energy vehicles is getting higher and higher.In addition,more advanced power battery technology and a more complete charging network have also made the use of traditional vehicles that consume a lot of fossil energy in the transportation sector gradually replaced by new energy vehicles using other clean energy power systems.This paper will focus on the market with the highest degree of marketization and the most important pure electric passenger vehicle market in the new energy vehicle segment.Tesla,as the forerunner of the global new energy pure electric vehicle,has created a new concept of using the Internet to produce cars,and has also opened up new market segments for new energy vehicles.China’s pure electric vehicle market has huge opportunities.Due to factors such as production capacity,sales network and cost,Tesla’s market share in China is not ideal.Therefore,the analysis of China’s pure electric vehicle market opportunities and the development of corresponding strategies based on the results of the analysis is of great significance for Tesla to explore China’s new energy pure electric vehicle market.The first part of this paper contains an introduction and a brief introduction to the development of Tesla.The relevant information is used to sort out the development of the new energy automobile industry,the development of China’s new energy vehicle market and the development of Tesla.The second part is the third chapter.Through thequalitative analysis of Tesla’s market opportunities based on the analysis of the status quo and future trend of China’s new energy vehicle market,brand and regional market structure,qualitative analysis and quantitative analysis are used on this basis.The combined approach estimates the supply and demand of the Tesla China market over the next two years and summarizes market opportunities.The third part is the fourth chapter and the fifth chapter.Through the investigation and interview of the sales manager of Teslain Ningbo sales company and the method of the results of the previous questionnaire,the Chinese consumers’ views on Tesla’s new energy vehicles are obtained.Combine the market opportunities of the previous theoretical analysis,adjust the market and product positioning of Tesla,and plan and adjust the corresponding competition strategy.Finally,a full review is made and a corresponding reminder is given to Tesla’s risk of opening up the Chinese market.Through review relevant literature,it can be seen that the future trend of automobile industry is intelligent and environmentally friendly new energy vehicles which are the inevitable development.The potential of China’s new energy vehicle market is huge,but the problem of convenient charging and driving mileage also restricts the popularity of new energy electric vehicles.Tesla has a huge advantage over other vehicles in driving technology,battery consistence and charging networks.Although in recent years Tesla’s development in the Chinese market shows an overall upward trend,it is a “three-step” strategy of “from luxury to ordaniry”,but Tesla’s current pace of in the Chinese market is still too conservative because of production and price issues.According to the research report provided by i Research,the association of dirve and the securities company,it is inferred from the product grade that the new energy vehicle market in China is still dominated by the secondary A-class models,and with the subsidy policy and the popularity of A-class vehicle,the consumption of new energy vehicles will be gradually upgraded.This will release the demand for Tesla electric vehicles to a certain extent.In terms of brands,the largest market share of new energy vehicles in pure electric vehicles is Beiqi.The largest share of the oil and gas hybrid market is BYD.There is no absolute market leader in the high-end pure electric vehicle market.Tesla’s market positioning makes it still have a large market opportunity to fill this highly positioned market gap.In terms of sub-regions,the A-class and above models are mainly concentrated in the first-and second-tier cities,and rarely penetrate into the third-and fourth-tier cities.The consumption level is highly correlated with the market.Estimating the supply anddemand in the next two years,We conclude that the supply and demand situation of the B-class electric vehicle market in Tesla is relatively good and the market risk is relatively small.Through interviews and questionnaires,it can be seen that the owners of Tesla Model S value the high-quality driving experience,and the potential intention purchase group questionnaire for the test drive Tesla Model 3 indicates that the intent of the model buyers is more comfortable.The high-tech driving experience,but the price is indeed the most important factor,because its price is similar to the price of the BMW 5 Series.In addition,the Chinese market delivery time is the second most important factor for potential buyers.Therefore,Tesla’s current market positioning for middle-and high-income people is no problem.Compared with the main competitors BYD and Weilai Automobile,Tesla’s comprehensive performance is also very high and competitive,but for a larger market.Share,increase sales,and its price positioning is indeed too high for Chinese consumers,it is necessary to adjust downwards.In order to lower the selling price and enhance the market competitiveness,we finally proposed to increase the low-vehicle models from the extended product types,enrich the sales network to reduce costs and accelerate localization,etc.,to help Tesla to be able to use pure electric vehicles in China.Get a bigger market share in the market. |
