The rapid development of Chinas new energy vehicle market has enabled Tesla to reposition itself as a technology leader and a strong competitor to local peers in the Chinese market. This study takes the 4P theory (product, price, channel, promotion) as a driving force to explore how Tesla can formulate a localized marketing mix strategy based on the complex and highly competitive Chinese market. Specifically, the survey found that Tesla maintained its technological leadership through OTA upgrades and rapid product iterations; its pricing strategy flexibly combines penetration and psychological pricing, with particular benefits derived from localized production. In terms of distribution, Tesla adopts a direct sales model and integrates online platforms with offline experience centers to enhance customer control engagement and brand control. In terms of promotion, the brand relies on social media dissemination, user content and Musk's personal influence to create an "earned media" effect. This paper not only provides an empirical case for understanding how multinational brands adapt to the Chinese new energy vehicle market, but also provides a reference path for domestic brands in the fierce market competition. At the same time, this study enriches the applicability and practical significance of the 4P theory in the high-tech industry under the background of digitalization.
Ying Shen (2025) studied this question.