Author(s)

Sijia Jiang, Ziyang Qiu, Cankun Sun

Corresponding Author

Sijia Jiang

ABSTRACT

The arrival of COVID-19 has brought more or less impact on large and small enterprises worldwide, and new energy vehicles, which have attracted much attention in recent years, are no exception. By analyzing industry data before, during, and after COVID-19, this report takes Tesla as an example to analyze the development of the energy vehicle industry at present and in the next few years and its commercial and social value. This report uses literature analysis to sort out the opinions of other scholars and then takes Tesla as an example to analyze it using a case study, Comparative analysis method, and Instrumental analysis to understand its sales situation. Through the research, we find that Tesla's market share has fluctuated, but its profitability has been increasing. On the whole, Tesla is in a leading position. However, its operating income has been negative due to its operational cost overruns. We have conducted a series of analyses on Target market deciding, Product strategy, and Marketing strategy, believing that Tesla should Target consumers with high technical requirements and strong economic capacity and focus on capturing the middle and high-end market. In addition, Tesla can completely avoid the tradeoff between quality and marketing, and it does not need to consider reducing production costs to formulate marketing strategies.

KEYWORDS

COVID-19, optimization countermeasures, Tesla, Marketing analysis