Analysis and Game Study of Tesla's Pricing Strategy Based on Consumer Purchase

Abstract

As China's new energy vehicle industry continues to improve, Tesla, the industry leader, will face gradually increasing competitors and will need to make price adjustments to adapt to the market in addition to improving its products. Tesla needs to increase its product range appropriately and diversify its product line to meet the needs of different consumers. This study makes recommendations for Tesla's pricing strategy, with the aim of continuing Tesla's lead in the fast-growing Chinese new energy vehicle market. This paper positions the consumer group of the Tesla brand through market segmentation and analyzes its pricing method's advantages and influencing factors. The relationship between whether Tesla raises its price and whether consumers buy is discussed in the game matrix and Nash equilibrium model through the game theory method combined with the actual situation. The result is that most consumers will buy the Tesla brand even if the price of Tesla increases and give suggestions for future development.