Title: The Marketing Strategy of Chinese Brand Electric Vehicles in Thailand: A Case Study of Great Wall Electric Vehicles
Author: Feng Shiyi
Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 4th International Students Conference on Academic Multidisciplinary Research 2024 on March 21, 2024 (pp.158-167) ISCAMR 2024
Abstract
Thailand is a specific market for Chinese electric vehicle (EV) exporters. Buyers benefit from high subsidies and a comparatively well-developed charging network. China’s automakers have government support to master Thailand’s safety ratings. The business of exporting to Thailand is a new challenge faced by Chinese automobile companies, prompting the rapid growth of the pure electric vehicle market around the world, centered in China and Asia. The main objectives of this research were:1) To analyze the current status of the Great Wall electric vehicle marketing strategy; 2) To determine the influence of the 4Ps marketing strategy on customer purchase intention; 3) To recommend the future development of the 4Ps marketing strategy of Great Wall electric vehicles in the Thai market.
This study was based on the marketing management theory, using the quantitative method. This study collected 232 questionnaires based on the 4Ps marketing strategy of Great Wall electric vehicles.
The result showed that: 1) The four aspects of the 4Ps marketing strategy all had a significant impact on the purchase intention of customers of Great Wall electric vehicles after they entered the Thai market; 2) The analysis of the current status of the Great Wall electric vehicle marketing strategy indicates a positive influence of the 4Ps elements, Product, Price, Place, and Promotion on customer purchase intention; 3) Product and price have a great impact on Thai people’s purchase of EVs, including the preferential price of EVs and energy-saving and endurance of EV. This research recommends supplementing the marketing strategy of product, price, place and promotion of Great Wall electric vehicles in Thailand to increase brand awareness and market share.
Keywords: purchase intention, electric vehicles, 4Ps marketing strategy
The Marketing Strategy of Chinese Brand Electric Vehicles in Thailand: A Case Study of Great Wall Electric Vehicles /
6417192003 Feng Shiyi 2567 (2024) The Marketing Strategy of Chinese Brand Electric Vehicles in Thailand: A Case Study of Great Wall Electric Vehicles สารนิพนธ์ (Independent Study), Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University