摘 要随着中国新能源造车新势力的不断崛起,对于新能源的技术开发和营销策略研究成为了学术界和商界追根溯源的热点话题。特斯拉汽车品牌一度被认为是新能源汽车行业的一匹黑马,寥寥几年,在埃隆马斯克的带领之下,以加速全球向可持续能源的转变的企业使命开创了一个全新的电动汽车细分市场。世界各国政府致力于环境保护相关的政策层出不穷,国内外的新能源发展势头也日益突飞猛进。新能源的问世进一步解决了因能源缺失或环境污染而引发的种种社会问题。研究新能源领域电动汽车的市场定位和营销策略,特斯拉营销策略的论述具备重大的学术研究价值和深刻的探讨意义。本文主要以特斯拉汽车品牌的营销策略为研究对象进行深入剖析探讨。首先查阅国内外期刊杂志资料分析新能源发展现状,其次剖析特斯拉市场定位的策略规划方向,并与主流新能源汽车品牌对比的基础上剖析出特斯拉市场定位中表现的优劣方面,最后运用 STP 相关的市场营销专业知识针对表现的问题提出“黄金圆形营销法”的针对性营销方法。对于中国新能源领域内的汽车创业公司来说,特斯拉短短几年就在全球市场上占据巨大份额的发展模式以及独具一格的营销策略是值得被学习和借鉴的,而它表现出来的众多汽车品牌皆有的问题和困难也需要我们辩证的认识。本文经过对特斯拉市场定位中新奇的营销方法的全新剖析,以供中国车企制造商借鉴参考。关键词:特斯拉;STP;颠覆式营销;黄金圆形营销法AbstractWith the rising of New Energy Vehicle Building Force in China, the research on technology development and marketing strategy of new energy has become a hot topic for academic and business circles. The Tesla car brand was once considered a dark horse in the new energy vehicle industry, and for several years, under Elon Musk's corporate mission to accelerate the global transition to sustainable energy, created a new segment of the electric vehicle segment. Governments around the world are committed to environmental protection-related policies, and the development of new energy at home and abroad is also advancing at a rapid pace. The advent of new energy has further solved various social problems caused by e...