Earticle

초록

영어

China's new energy vehicle (NEV) market has expanded rapidly, with projected sales of 10.95 million units in 2024, accounting for 78.2% of global NEV sales. Against the backdrop of intensifying domestic competition from brands such as BYD, Li Auto, and NIO, as well as accelerating market entry by traditional multinational automakers including Volkswagen, BMW, and Mercedes-Benz, how multinational automakers sustain brand competitiveness has become a significant research question in marketing. Tesla's operations in China present a structural paradox in which sales volume grew from 148,000 units in 2020 to 657,000 units in 2024, while market share simultaneously declined from a peak of 10.5% to 6.0%, and the mechanism through which its marketing strategies influence consumer purchase intention remains insufficiently examined. This study adopts the 4P marketing mix theory as its analytical framework and operationalizes the four dimensions as brand influence (promotion), technology level (product), price factor (price), and service quality (place). A mediation model of "4P strategy perception—competitive comparison cognition—purchase intention" is constructed, with competitive comparison cognition grounded in Hsee and Leclerc's (1998) comparative evaluation theory. A questionnaire survey was administered to Chinese NEV consumers aged 18 and above via a snowball sampling approach on the Wenjuanxing platform, yielding 320 valid responses from 18 cities across China. Hierarchical regression analysis and the Baron & Kenny mediation procedure were employed to test five research hypotheses, with mediation significance further verified by the Sobel test. The results indicate that brand influence, technology level, price factor, and service quality all exert significant positive effects on purchase intention, with brand influence showing the strongest effect (β=0.38), followed by technology level (β=0.31), price factor (β=0.19), and service quality (β=0.16). The overall model demonstrated satisfactory explanatory power (adjusted R²=0.573, F=42.61,p<0.001). Competitive comparison cognition was found to mediate the relationship between 4P strategy perception and purchase intention significantly (Sobel Z=4.23, p<0.001), accounting for 34.7% of the total effect, suggesting that consumers translate their evaluations of Tesla's marketing strategies into purchase decisions through a process of comparative assessment against competing brands rather than through direct perception alone. This study integrates the 4P framework with consumer behavior analysis and introduces competitive comparison cognition as a mediating variable, thereby extending the methodological scope of localization marketing research on multinational automakers. The findings offer empirically grounded strategic guidance for other NEV brands seeking to enter or expand within the Chinese market.

목차

Abstract
1. 引言
2. 文献综述
2.1 4P营销组合理论的应用与发展
2.2 跨国企业本土化战略理论
2.3 消费者购买意愿影响因素理论
2.4 研究不足与本文定位
3. 特斯拉营销策略分析
3.1 理论框架与研究假设
3.2 研究方法
3.3 产品与定价策略
3.4 推广与渠道策略
4. 市场挑战与机遇
4.1 政策环境分析
4.2 消费者行为洞察
5. 策略优化建议
5.1 产品本土化深化策略
5.2 定价策略精准化策略
5.3 数字化营销升级策略
5.4 服务体验优化策略
5.5 品牌形象重塑策略
6. 结论
参考文献

키워드

저자

• 李新 [ 이신 | 灵山大学 酒店观光管理系 ]
• 朴智鉉 [ 박지현 | 灵山大学 航空观光系 ]
• 李埈赫 [ 이준혁 | 灵山大学 酒店观光管理系 ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Journal of China Studies

• 간기

  계간

• pISSN

  1975-5902

• eISSN

  3022-5590

• 수록기간

  2006~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 912 DDC 951