Title: The Factors Influencing the Market Share of New Energy Vehicles in China – A Case Study of BYD
Author: Jiang Yun
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.204-213) Proceedings PDF
Abstract
The new energy vehicle market is transitioning from policy-driven to market-led. To expand the market share of new energy vehicles, it is crucial to fully consider the factors influencing their market share. Only by doing so can the market transformation and sustainable development of the new energy vehicle industry be achieved.
To explore how to increase China’s new energy vehicle market share, this study takes BYD as a case and conducts an in-depth analysis of the key factors influencing market share. The study aims to 1) To verify whether environmental awareness has a positive impact on the market share of new energy vehicles; 2) To verify whether government policies have a positive impact on the market share of new energy vehicles and 3) To verify whether technical characteristics have a positive impact on the market share of new energy vehicles.
This study is based on Rational Action Theory and employs quantitative analysis methods, using statistical software SPSS for data processing and analysis. By distributing online questionnaires, 200 valid responses were successfully collected to assess the factors influencing the market share of new energy vehicles. The findings indicate that: 1) Environmental awareness has a positive impact on the market share of new energy vehicles; 2) Government policies have a positive impact on the market share of new energy vehicles and 3) Technical characteristics have a positive impact on the market share of new energy vehicles.
The research conclusions can help companies enhance the rationality of their marketing strategies for new energy vehicles, facilitating faster and more effective market entry and development. Additionally, these insights can guide companies in optimizing product design, improving technology, adjusting pricing strategies, and formulating more attractive marketing plans. This, in turn, will help companies secure a more advantageous position in the competitive market and achieve steady growth in market share.
Keywords: New Energy Vehicle, Market Share, BYD, Environmental Awareness, Government Policies, Technical Characteristics
The Factors Influencing the Market Share of New Energy Vehicles in China – A Case Study of BYD
6317195861 Jiang Yun 2566 (2023) The Factors Influencing the Market Share of New Energy Vehicles in China – A Case Study of BYD สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management