Case Study Research in Tesla (China) Marketing Strategy Application During  Covid-19

Abstract: Background: In the past two years, the outbreak of the coronavirus has had a major impact on the world economy, and has a considerable negative impact on the performance and sales of the automobile manufacturing industry. Enterprises need to sum up their experience. Tesla's successful case can be used as a reference for analysis. . Purpose: In response to the substantial increase in sales performance of Tesla's Chinese market during the epidemic, relevant market strategy analysis was made, and the researchers tried to summarize relevant experience to provide reference for the automotive industry. Method: The researchers used a relatively flexible and exploratory qualitative approach, conducting semi-structured interviews with seven current Tesla employees and using secondary sources to aid in proving the veracity and viability of the information. Conclusion: The results show that most of the targeted strategies implemented by Tesla during the epidemic are effective, and the application of various strategies is related to changes in sales performance. The researchers collected raw data through interviews, analyzed why Tesla used these strategies, and evaluated the application effects of the main strategies. At the same time, the researchers also put forward our own views and opinions.