【作者】 韩峰；

【导师】 何瑛；

【作者基本信息】 北京邮电大学 ， 工商管理硕士（专业学位）， 2018， 硕士

【摘要】 随着石油资源日趋枯竭,世界性能源危机日益严峻,全球气候变暖、大气污染的危害不断加剧,各国政府及汽车企业普遍认识到节能和减排是未来汽车行业技术发展的主攻方向,新能源汽车取代传统汽车已是大势所趋。发展新能源汽车特别是电动汽车是缓解和改善当前汽车产业困境的重要途径。特斯拉汽车作为新能源纯电动车的领军企业,创造了一个全新的用互联网思维制造汽车的理念,同时也开辟了一个全新的汽车细分市场。知己知彼,百战不殆。对将要进入新能源汽车市场的国内企业来说,灵活地学习和借鉴特斯拉汽车成功的经验,同时避开新能源汽车的劣势是非常重要的。希望通过本文的研究,能发现一些可供中国汽车企业借鉴的成功经验和先进理念,使其在未来的中国新能源汽车市场中取得源源不断的竞争优势。本文首先介绍了杰克·特劳特的定位理论和迈克尔·波特的价值链理论,并提出盈利模式的定义和分类,其次根据国内外电动汽车行业面临的环境和发展状况,结合定位理论具体分析了特斯拉公司的战略定位,并介绍了特斯拉公司“三步走”战略。再次,从产品创新、客户发展战略创新、营销模式创新三个层面具体介绍特斯拉公司的核心竞争力。然后进行了特斯拉公司盈利模式分析,主要从盈利途径、盈利要素和营销模式三个方面分析了特斯拉公司的卓越之处。最后提出了研究结论并进行了展望,希望能为特斯拉提供一些完善建议,同时给我们国内的电动车企业提供一定的参考和借鉴价值,帮助电动汽车行业全面可持续发展。更多还原

【Abstract】 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.更多还原