Research On Tesla’s Crisis Management Strategy Based On 4R Theory

In order to cope with the climate crisis and solve the climate problem,energy conservation and emission reduction have become the next key point in the interaction and game of all countries in the world,and it is also an important direction for the technological development of the automotive industry.The Tesla’s vision is to rush to the mission of energy saving and emission reduction,and its vision is: "Accelerate the world’s transformation to sustainable energy." China has become the world’s largest new energy vehicle market,and auto companies are facing a more complicated public opinion environment than ever before.This article takes Tesla’s crisis management as the research object,deepens the systematic understanding of emergency handling,and improve Tesla China’s crisis management capabilities.This article selects the "Tesla spontaneous combustion incident" in 2012 and the "Tesla brake failure incident" in 2021 as examples.First describe the occurrence process and handling measures of the two emergencies,using Robert Heath’s 4R theory as the main analysis framework,through the analysis and comparison of the evolutionary context of the two cases,starting from the entire management cycle of the reduction,preparation,response and recovery of the two emergencies,it was found that Tesla China has problems such as lack of awareness of prevention and control,lack of early warning mechanism,lack of professionals,slow information release speed and negative attitude,and lack of post-event evaluation in the face of emergencies.In the unique domestic market environment and Internet environment,it is necessary to strengthen crisis awareness and improve the ability to prevent,identify,handle and recover from a crisis.When a crisis occurs,it is necessary to face up to and resolve the crisis,issue announcements in a timely manner through social media,and inform the public of the latest handling results,and use public relations resources to skillfully turn "crisis" into "opportunity" to reshape the positive image of the company.In daily operations,it is necessary to build a localized risk early warning mechanism and preventive measures,and establish a friendly and cooperative relationship with social media,so as to promote Tesla’s faster and more sustainable development in the new energy industry.