| Title: | A Study of the Marketing Strategy of BYD Electric Vehicles in Chinese Market |
| Author: | Yue Zhen |
| Advisor: | ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 1st Thailand-Sino International Conference and The 17th National and International Academic Conference “New Quality Productive Forces and Sustainable Innovation” 14-16 November 2024 (pp.969-983) Click PDF |
Abstract
China’s automotive industry is transitioning to new energy vehicles (NEVs). NEVs, led by companies like BYD, have shown significant progress, contributing to both environmental protection and industrial innovation.
The main objectives of this research were: 1) To explore the current situation of the BYD electric vehicle marketing strategy; 2) To examine factors that affect consumer purchase intention of BYD electric vehicles in China; 3) To synthesize insights from the analysis into actionable strategic recommendations that will support BYD’s expansion and long-term growth in the Chinese electric vehicle market.
This study was based on the 7Ps marketing theory and employed a quantitative method. A total of 223 questionnaires were collected through the “Questionnaire Star” platform, with participants from various regions of China and diverse backgrounds, and SPSS software was used for data analysis. It was concluded that the seven aspects of the 7Ps marketing theory all had a significant impact on the purchase intention of customers of BYD electric vehicles in Chinese market. The results showed there is a correlation between product strategy, price strategy, place strategy, promotion strategy, people strategy, process strategy and physical evidence strategy on purchase intention of BYD electric vehicles. For managerial implication, this study proposes a series of marketing strategies for BYD electric vehicles in China, including the strategies for product, price, distribution, promotion, people, process, and physical evidence, to enhance purchase intention and market share. For academic contribution, this study contributes to the literature on the 7Ps marketing theory in the NEV sector, revealing key factors in consumer choice.
Keywords: consumer behavior, 7Ps marketing theory, electric vehicles
6617190054, Yue Zhen, Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, สารนิพนธ์ (Independent Study), A Study of the Marketing Strategy of BYD Electric Vehicles in Chinese Market, นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
