特斯拉汽车营销策略分析.docVIP

PAGE 11 特斯拉汽车营销策略分析 目 录 TOC \o "1-2" \u 一、汽车行业市场营销环境现状分析 (0 1) （一）汽车行业宏观营销环境分析 (0 1) （二）汽车行业微观营销环境分析 (0 1) 二、特斯拉汽车 (03) （一）特斯拉汽车公司及品牌介绍 (03) （二）特斯拉汽车市场营销现状分析 (03) 三、特斯拉营销策略分析 (04) （一）产品策略 (04) （二）价格策略 (05) （三）渠道策略 (05) （四）促销策略 (06) 四、特斯拉汽车营销策略存在的问题 (06) （一）价格过高，限制消费群体 (06) （二）营销模式的单一 (06) （三）续航能力较弱 (07) （四）产品质量不稳定 (07) 五、特斯拉汽车营销策略的改进意见 (07) （一）合理定价，开发适合大众品牌 (07) （二）建立全方位营销体系，线上线下相结合 (07) （三）加强电池的研发，建立全面的充电站 (08) （四）加强科研，打造性能稳定安全汽车 (08) 六、结语 (08) 摘 要：随着经济的发展，人民的生活水平不断提高，汽车几乎已经成为每个家庭的代步工具。在需求多样化和环境的压力下，传统的汽车不能满足现行市场需求，在世界汽车走下坡路，特斯拉汽车却被冠上“世界最佳汽车之冠”“技术先锋”等称号。特斯拉汽车作为新兴的电动汽车品牌，发展速度十分惊人的，其成功模式值得深思，其中特斯拉汽车公司的营销策略，不仅根据目标市场进行分析，还结合了自身的实际情况，通过多种营销策略组合的利用最终实现了成功。但随着公司的发展，特斯拉汽车也面临一些问题。本论文拟对特斯拉汽车成功的营销策略进行研究，找出其营销策略中的不足，并对特斯拉汽车公司提供一些建议，使其发展符合市场需求，最大限度的提高汽车营销效益。 关键词：特斯拉汽车；营销策略；问题；建议 Analysis of tesla’s marketing strategy Abstract: with the development of economy and the improvement of people's living standards, the automobile has become a tool for every family. Under the pressure of demand diversity and the environment, the traditional car can't satisfy the current market demand, car downhill in the world, tesla motors has been branded a "crown of the world's best cars" "technology pioneer" and so on the title. Tesla motors as a new electric car brand, development speed is breathtaking, its success is worth pondering, of which the tesla car company's marketing strategy, not only according to the target market is analyzed, also combined with its own actual situation, through the use of various marketing strategy combination finally achieved success. But with the development of the company, tesla also faces some problems. This paper intends to study of tesla motors successful marketing strategies, and find out the deficiency of its marketing strategy, and provide some Suggestions to tesla motors, make its development in line with market demand, the maximum improve the efficiency of the automobile marketing. Keywords: Tesla motors; Marketing strategy; Problems; Suggestions 一、汽车行业