ABSTRACT
China has recently been actively pursuing a “dual carbon” goal, and the development of new energy vehicles has become an effective measure to promote energy conservation and reduce pollution. The new energy vehicle industry is currently a strategic emerging industry. How to effectively promote and popularize new energy vehicles is the problem that the authors want to explore. BulidYourDearms (BYD) and Tesla, which have significant influence in the new-energy vehicle industry, have different publicity strategies. This article analyzes the common promotional strategies used by these two car companies in their operations through relevant research conducted by Chinese and other scholars on corporate marketing methods. Based on HSM theory, heuristic coding, systematic coding, and other methods are used to compare the content and presentation form of Tesla and BYD's official Weibo data in the past year. Finally, after comparing the data analysis results of the two, the conclusion is drawn: BYD's promotional strategy is based on constantly innovating brand features, innovative entertainment marketing models, and unique cost advantages, but there is still room for optimization in determining target users and marketing channels. Tesla's promotional advantages lie in its powerful functional configuration, high-quality feedback from car owners, and diverse customer support. However, there are still issues that need to be further discussed and resolved in terms of pricing selection, production, and market size.
