Analysis Of Tesla's Positioning Strategy And Profit Model

With the worsening of global energy crisis,the depletion of petroleum resources and the rising hazards of atmospheric pollution,it is widely accepted by governments and automobile enterprises that energy conservation and emission reduction are the main directions of the future automobile industry technology development.And that new energy vehicles replace traditional automobiles has been the trend of The Times.Developing new energy vehicles,especially electric vehicles,is an important way to alleviate and improve the current situation of automobile industry.Tesla motors,as the pioneer of new energy pure electric vehicles,has created a brand new concept of using Internet thinking to make cars and has also opened up a brand new segment market.Precise knowledge of self and precise knowledge of the threat leads to victory.To those domestic enterprises who want to enter the new energy automobile market,Tesla's successful experience is very worth learning,and the difficulties that Tesla faces are also what new energy vehicle enterprises need to learn avoiding.The author hopes that Chinese car companies could find some reference of Tesla's successful experience and advanced ideas in the future of China's new energy vehicles market through this research and help them acquire continuous competitive advantage in the market.This paper firstly introduces Jack Trout's positioning theory and Michael Porter's value chain theory,and puts forward the definition and classification of profit model,then analyzes the positioning strategy of Tesla according to the environment and the development of the electric vehicles industry at home and abroad,also introduces Tesla 'three steps'strategy.Thirdly,this paper introduces core competitiveness of Tesla from three aspects:innovation of product,innovation of customer development strategy and innovation of marketing model.Fourthly,the author analyzes the profit model and excellence of Tesla from three aspects:profit path,profit factor and marketing model.Finally the author puts forward the research conclusions and some suggestions for Tesla,hoping that these suggestions give our domestic electric vehicle companies certain reference value meanwhile and help electric vehicle industry develop sustainably in an all-round way.