A Case Study of Marketing at Tesla Based on the 4V Theory

DOI

10.2991/aebmr.k.220405.161How to use a DOI?

Keywords

Tesla; Marketing theory; 4V Theory

Abstract

With the improvement of people’s living standards and the emphasis on environmental protection, more and more consumers are choosing to buy new energy electric vehicles as a means of transportation. Tesla, as a typical representative company of the new era of electric vehicles, has attracted much attention in the field of electric vehicles for its every move. As a leader in the electric vehicle industry, it is worthwhile to explore how Tesla can achieve successful marketing and make other small and medium-sized enterprises compete to imitate it. Based on the 4V marketing theory of Tesla case study, this paper analyzes the effectiveness of Tesla’s existing marketing strategy from the consumers’ point of view by studying consumers’ evaluation of Tesla’s use and willingness to buy through questionnaire surveys, and at the same time, the success of Tesla’s marketing strategy is thoroughly discussed and studied from four perspectives of the 4V theory of differentiation, functionality, added value and social resonance. Tesla is ahead of other domestic EV companies in terms of product diversification, functionality and added value, and although it can resonate with society in terms of environmental protection, there is still room for improvement in terms of after-sales service and pricing strategy. Finally, this paper puts forward its optimization measures in terms of maintaining the brand image and stabilizing the price, which has important practical significance for the development of the new energy vehicle industry.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Jing Liang
PY  - 2022
DA  - 2022/04/29
TI  - A Case Study of Marketing at Tesla Based on the 4V Theory
BT  - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022)
PB  - Atlantis Press
SP  - 966
EP  - 974
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220405.161
DO  - 10.2991/aebmr.k.220405.161
ID  - Liang2022
ER  -