| Title: | The Influence of the 4Ps Marketing Strategy on New Energy Vehicles: A Case Study of Tesla |
| Author: | Wang Yang |
| Advisor: | Dr. Ma Yu |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.1100-1110) Click PDF |
Abstract
Due to the rapid increase in the number of vehicles worldwide, the shortage of energy and the effects of environmental pollution have become more obvious, making the new energy vehicle industry a field of great strategic significance. This study took Tesla, a new energy vehicle company, as a case study to analyze the current situation of Tesla’s new energy vehicles in the Chinese market, and the impact of the four key factors (product, price, promotion and place) in the 4Ps marketing theory on Tesla’s marketing and to formulate marketing strategy recommendations with strong feasibility.
This study adopted a quantitative research method and used a questionnaire to collect data from Tesla owners. The sample was selected through stratified random sampling, and the Likert scale was used to measure the views on Tesla’s products, prices, promotions and places. The data analysis involved descriptive statistics and multiple regression analysis to test the hypothesis. Finally, based on the 4Ps marketing theory, targeted marketing strategy recommendations are proposed for Tesla.
The results of this study show that the four factors of product, price, promotion and place have a significant impact on Tesla’s marketing development, making Tesla always in the most competitive position, but also facing huge challenges. The conclusion emphasizes that Tesla needs to further improve product, price, promotion and place, so as to improve market competitiveness and enable the new energy vehicle industry to further development in China in the future.
Keywords: new energy vehicles, 4Ps Theory, marketing development
6617195703 Wang Yang, 2568 (2025). Advisor: Dr. Ma Yu, สารนิพนธ์ (Independent Study), The Influence of the 4Ps Marketing Strategy on New Energy Vehicles: A Case Study of Tesla, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย