The Study Of Brand Value Marketing Strategy On Internet Plus Vehicle Age

As the rapid deterioration of the natural environment, our goverment published a series of right policies to encourage consumers keeping enivormental transportation, and actively support the healthy development of new energy automotive industry. In 2015,new energy electric vehicle industry is facing new development opportunities,prenstenting a blowout growth trend.More and more vehicle brands have increased investment in technology development and manufacturing, consumers are increasingly focused on electric car.As a representative brand of new energy vehicle, Tesla just spent 13 years getting the majority of the upper end of the car market.This Tesla phenomenon severely impact the traditional automobile market, have an effect on consumers and marketers. In the era of Internet plus,Tesla dosen’t through advertising and public relations to earn the market,Tesla let us know that how to use value marketing to gain a foothold in the global auto market and good reputation rapidly, they break the existing conventional marketing rules,develop a new style of automobile brand marketing.Therefore,this phenomenon become research questions of this paper.Therefore I choose Tesla as case study, this paper based on the theoretical study of the brand value marketing, through the practice experience for research materials.I used the research methods of case analysis, literature research, observation, and finally found that Tesla’s brand strategy.They use product and brand value tension value strategy, channel and terminal thrust value strategy to joint drive brand value marketing. At the same time over the course of the study,I also found that there are existing some problems of Tesla marketing strategy,but I put forward corresponding marketing suggestions to make domestic brand car companies have a good knowledge of brand value marketing.