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The Analysis of Tesla's Competitive Strategy for the Chinese Market

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DOI: 10.25236/edbm.2020.229


Rongkai Dai

Corresponding Author

Rongkai Dai


As the second-largest market, China brings huge economic profits to Tesla every year. However, as the increasing competition in the Chinese electric vehicle market, Tesla is facing a strong challenge from its rivals. Using a combination of theoretical models and questionnaires, the competitive strategies of Tesla in Chinese market have been investigated widely. The results show that, due to incomplete market understanding and a lack of brand awareness, Tesla is losing its competitive edge in China. Therefore, in order to improve the competitiveness, it is necessary for Tesla to adopt scientific pricing strategies that seeking help from Game Theory.


Tesla, New energy vehicles, Chinese market, Competitive strategy