The Study Of New Energy Vehicle Enterprise’s Operation Model In China

The development of industrialization and urbanization leads the progress ofsocial life, people are also used as beneficiaries of the power of science andtechnology constantly upgrade and transform the social life. Development ofhigh-paced and stressful life pressures of globalization make people more eager totravel demand for efficiency, so the car as an effective means of transport isincreasingly integrated into people’s daily life. Whether rural or urban, cars aregrowing in popularity around the world, but the resulting issues have been causefor concern. The use of conventional cars of high degree of dependence on oil, thenon-renewable resources will eventually have to face the danger of drying up, if wedo not control the consumption of oil, will also have a serious impact on nationalsecurity and human development. In China, due to the increasing demand of oil anda huge burden on oil imports, the government also attaches great importance tothe energy security of the wake-up call to us, to reduce dependence on oil. At thesame time, carbon dioxide emissions grow with each passing day that the people inthe modernization, industrialization in the city suffer unspeakably, haze to putpeople to work, life and health threats to make people pay more attention toenvironmental protection and energy conservation idea. Therefore, in this context,using technology to create a new generation of travel tools is demand orientation,and the trend of The Times, develop new energy vehicles has become the choice oflow-carbon economy and social development, is the future trend of the autoindustry development.China’s automobile production and consumption power, has great potential forauto market, has been attracting foreign advanced automobile manufacturers tocome to investment, but in the new energy vehicles, pure electric vehicles, inparticular, to conduct business investment of multinational companies arenumbered. Tesla Motors as pure electric car maker in the world advanced, in thefield of industry is very representative, now his business scope has covered37countries and regions worldwide, his unique ideas of development and mode of operation also give a person find everything fresh and new feeling, even theprofessionals think, Tesla will lead to a new revolution the energy of the automobileindustry. In2013Tesla announced that it will enter the Chinese market, in April2014they officially sales Model S in China. The move will no doubt for Chineseelectric car enterprise competition on impact, and also can give the development ofChina’s new energy automobile market have a positive effect. Therefore, based onthe research of the Tesla company business model, as well as to their research inChina’s development experience, can be summed up the advantages anddisadvantages of Tesla company business model, at the same time can also befound in our country the problems and characteristics of the new energyautomobile market can help China’s new energy automobile companies targeted fortheir strategic direction, to the development of China’s new energy automobileenterprises bring enlightenment function and practical significance.In previous academic studies, there has been a lot of research on themultinational corporation management mode, as well as the foreign entry modechoice of research, can provide reference for Tesla model research. But thelimitations of previous research is that there are few studies of new energyautomobile enterprise business model; In the research of new energy vehicles ismore on the study of industrial policy, and seldom focus on a typical enterprise inthe industry development model. In the study of tesla motors, is relatively shallowcoverage and more on the current status of the company, not the tesla experienceinto a revelation to China’s new energy automobile companies. Through a singlecase study method of the paper, the use of OLI Eclectic Theory to interpret Teslaentry mode selection, and how ownership advantages and internalizationadvantages for cross-border business activities, can have a comprehensive in-depthunderstanding about Tesla Motors business model.Although the article deeply the specific analysis of the advantages anddisadvantages, problem, risk management mode of Tesla Motors, but in the courseof the study wasn’t able to use the method of empirical analysis on income tovalidate the conclusions, this is one of the shortcomings of the article research. And, because the company is in constant development, Tesla may have been made in themoment a new strategic plan and action, the analysis of the articles are not involvedin the points and shortcomings is one of the deficiencies. In addition, if the field oftechnical expertise from the performance advantages of Tesla Motors to make theanalysis and interpretation, and to provide advice on the technical aspects ofChina’s new energy auto companies, will be a good complement to the study.Through the case study found that, as a representative of the enterprise in thefield of new energy vehicles, tesla has a totally different distribution pattern fromtraditional auto enterprise management. Tesla Motors has established their ownnetwork of sales and service centers and Supercharger stations globally toaccelerate the widespread adoption of electric vehicles. Car sales through retailstores and online booking way, the accumulation of consumer loyalty and brandthrough media coverage and word of mouth marketing approach to promote theirproducts.Tesla extended their pattern to the business operation of the host country, butsince entering China, Tesla’s business situation is mixed. But after analysis foundthat tesla in the case of have the ownership advantages and internalizationadvantages, select the mode of export and proprietary retail and service center isreasonable, can help companies take control in the multinational management,better treatment in operation and problems found in the customer feedback.However, this model requires adequate funding in store experience, service centersand charging station network construction, the financial capacity of the enterprise isquite a challenge. In addition, the company in the supply of delivery, productpromotion and after-sales service also has many risks. Specifically, the company iscurrently single source supplier, the limited supply chain exposed Tesla delivered avariety of potential risks, if the component shortages caused by delivery failure, itwill definitely affect the sales activities of automobiles and power systems. Word ofmouth marketing and media coverage the way it is difficult to cover the largenumber of consumers, the effect is not as good as the way of advertising, and thereare certain limitations on branding. Expanding Supercharger may face several constrains, including the inability to secure, or delays in securing, suitable locationsand permits, problems negotiating leases with landowners or obtaining requiredpermits for such locations, difficulties in interfacing with the infrastructures ofvarious utility companies and greater than expected costs and difficulties ofinstalling, maintaining and operating the network. These issues will be the risk andtrouble for Tesla. Tesla’s model may not have a wide range of promotional.Therefore, in view of the tesla discovered when operating risks and issues inChina can give the transnational operation of new energy automobile enterprises inChina the following enlightenment: Do not use the business mode of Tesla underthe absence of large amounts of money guarantee; To take the technology as thecore competitiveness, to choose the appropriate marketing tools to open themarket, integration of the supply chain to reduce operating risk; In cooperation withthe host country to establish charging network, eliminating concerns owners forcharging, seek government support and preferential policies for the company, andbuild international competitiveness of China’s new energy auto companies.