Research on Tesla’s Customer Care Innovation

At present, the new energy automobile industry is developing rapidly. Not only the traditional automobile enterprises are forced to develop new energy vehicles under the pressure of policies, but also a series of new forces have joined in building new vehicles. At present, the competition among new energy automobile enterprises in the market is fierce. How Tesla can stand out among all automobile enterprises, besides outstanding product innovation, personalized customer care is necessary. The external environment affects the company's strategic decision. In this study, PEST model and five forces model are used to analyze Tesla's external environment. As a newly emerging industry, the new energy automobile industry has good development opportunities. Secondly, this paper uses Porter's value chain model to analyze Tesla's internal environment and determine Tesla's strategic positioning. The data about Tesla in this study are collected from the official website, the annual report and the analysis of the company. Finally, on the basis of the above analysis, using the "customer journey analysis" combined with McKinsey's customer care strategy, this paper puts forward some strategic transformation suggestions on customer care for Tesla.