The Study Of Brand Marketing Strategy On Emerging Autos

In 2009, China officially surpassed the US to become the world’s largest automobile production and sales country. Such a large body mass neither help China to squeeze into a first-class field nor squeeze into an advanced market in Europe and America. "Focus on manufacturing rather than creating" has been criticized for a long term,and the problem lies in "shortage of marketing."When several auto companies fall into traps, Tesla made a great breakthrough. With Silicon Valley high-tech veil of Tesla Motors, the birth that has become the focus of the world. In the year of 2014, Tesla has won a lot of titles, "World’s Best Car " "Technology Pioneer", etc. And occupied lots of media coverage. Tesla has received order from Google founder and former California Governor Arnold Schwarzenegger,Charles Zhang of Sohu and other celebrities, which wins itself a title of high-end luxury.In the field of new energy vehicles, Tesla successfully multiple competitors like Ford Fusion Energi and BMW i3 or others. What’s the market environment of Tesla, where the brand marketing strategy of Tesla is, how can Tesla quickly earned reputation in the global market are all the focus of this paper. The results will provide a reference to other companies to make more effective brand marketing, to achieve customer-centric marketing campaigns and maximize marketing effectiveness.The first chapter describes the research background, research status, research methods,research theory and other basic elements. With the second chapter makes use of PEST analysis model and SWOT analysis model, which analyze the macro and micro environments of Tesla, the former focuses on the macro factors of politics,economy, society, science and technology, the second focuses on four elements like the advantages of the enterprise, weaknesses, opportunities and challenges. The third chapter, under the guidance of Blue Ocean Strategy, describes the current marketing situation of Tesla and points out the existing problems. The fourth chapter, make use of case studies and comparative analysis methods. With the anchor of brand positioning theory, brand maintenance theory and theory of multiple brand extension to explain brand positioning, brand maintenance and brand extension strategies in-depth. The analysis will be compared with other auto companies, highlighting the advantages of Tesla, hoping to assist other car brands. The fifth chapter gives a summary of the text in order to alert academia and industry.