Title: The Marketing Strategy of Tesla in China
Author: Guo Xihang
Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.192-201) Click PDF
Abstract
The electric vehicle (EV) industry is rapidly expanding globally, with China emerging as the world’s largest EV market. Tesla has established a formidable presence in this market, leveraging advanced technology, product innovation, and a unique marketing approach to maintain a competitive edge amid challenging policies and intense competition. This study aims to analyze Tesla’s marketing strategies in China, focusing on the application of the 4Cs marketing theory: Customer, Cost, Convenience, and Communication, within the Chinese EV market context. Qualitative research methods were employed, utilizing interviews with Tesla executives, marketing professionals, academics, and consumers to gain comprehensive insights. A purposive sampling of 15 participants was selected to ensure diverse perspectives. Data were collected through in-depth interviews and analyzed thematically to identify Tesla’s strategic approaches.
The findings highlight Tesla’s precise customer segmentation, localized production, direct-to-consumer sales model, and innovative communication strategies. These factors collectively fostered brand loyalty and market competitiveness. Customer-oriented strategies allowed Tesla to attract high-income, environmentally-conscious consumers, while cost management strategies, such as localized production, enabled competitive pricing. The convenience of a vast charging network and digital engagement further enhanced the user experience. Tesla’s strategic use of digital platforms facilitated robust customer interaction, fostering brand trust and loyalty. For managerial implication, Tesla’s success in China highlights the importance of localization, direct sales, and digital marketing. Its strategy shows how foreign firms can reduce costs, align with policies, and enhance customer engagement. Future managers should balance global branding with local adaptation, focusing on affordability, infrastructure, and government relations.For academic contributions, this study applies the 4Cs marketing theory to Tesla’s China strategy, enriching EV marketing research. It also provides insights into how global brands navigate competitive and regulatory challenges in emerging markets.
In conclusion, Tesla’s success in China is attributed to its ability to balance global branding with local adaptation. Recommendations include expanding product lines to cater to more price-sensitive consumers, enhancing service accessibility in lower-tier cities, and deepening sustainability initiatives to reinforce brand image. These findings contribute to understanding EV marketing in emerging markets and offer insights for other automakers entering China.
Keywords: Tesla, China, electric vehicles, 4Cs marketing theory, customer strategy, cost management, convenience, communication
6617192017, Guo Xihang, Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), The Marketing Strategy of Tesla in China, นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
