特斯拉在中国销售模式研究.doc

. .. . .. 摘 要 工业化和城市化的发展引领着社会生活的进步，人们作为其中的受益者也在利用科技的力量不断升级和改造着社会生活。全球化的发展和紧张高节奏的生活压力让人们对于出行效率的需求更加渴望，因此，汽车作为有效的代步工具正越来越多的融入进人们的日常生活。 随着经济的发展，全球生态面临着恶化的困境，各国政府也在积极推进节能减排的措施，而在能源短缺的今天，新能源汽车的发展成为汽车行业发展热点。特斯拉公司相应这一市场需求，生产的电动汽车以独特的商业模式在市场上取得较好的效果。本文从其销售模式的角度进行研究，在对特斯拉的业务系统,利益相关者,特斯拉核心能力分析分析的基础上对特斯拉汽车的国内销售模式进行研究分析，提出其四个特点：网络查询透明化,线下试驾销售个性化,互动反馈需求精细化及零配件销售集中化。并在对其销售模式研究的过程中针对国内电动汽车的销售提出四点建议。本文总结出特斯拉公司经营模式的优劣势，同时也能发现我国新能源汽车市场存在的问题和特点，可以帮助我国新能源汽车公司有针对性的制定自己的战略方向，从而为中国新能源汽车企业的发展带来启示作用和实践意义。 关键词：电动汽车；销售模式；创新  Abstract Industrialization and urbanization lead to the progress of social life, people as one of the beneficiaries are also using the power of science and technology to constantly upgrade and transform the social life. The development of globalization and nervous rhythm of life pressure make people demand for travel efficiency more eager. Therefore, the car as effective means of transport is more and more integrated into peoples daily life. With the development of economy, the global ecological facing the worsening plight, governments also actively promote energy-saving emission reduction measures, and today in the energy shortage, the development of new energy vehicles become hot spots for the development of the automotive industry. Tesla Motors is a pure electric vehicle manufacturers, with its unique business model of the impact of the traditional car market, and achieved good market performance. This paper from the angle of its sales model, in the Teslas business system, stakeholders, Tesla core competence analysis analysis based on Tesla Motors domestic sales model to carry on the research analysis, put forward four characteristics: transparent network query, line drive sales of personalized, interactive feedback needs refinement and spare parts sales centralization. And in the process of research on its sales model for the domestic sales of electric vehicles put forward four suggestions. This paper summarizes the advantages and disadvantages of Teslas business m