ANALYSIS OF THE MARKETING STRATEGIES OF CHINA’S BYD NEW ENERGY VEHICLES IN THE THAI MARKET

In recent years, the concept of sustainable development has been widely concerned by people, and new energy vehicles have gradually become a new hot spot in the automobile market, and the new energy vehicle market is in the stage of rapid expansion. As a leading enterprise in China's new energy automobile industry, BYD has carefully laid out overseas, and officially announced its entry into the passenger car market in Thailand in August 2022. Since then, BYD has emerged in the Thai market with its excellent new energy vehicle technology. The production and sales of BYD's new energy vehicles in the Thai market have been rising, and BYD enterprises have become the leader in the Thai new energy vehicle market. The focus of this paper is to use BYD's new energy vehicle marketing strategy in the Thai market as the research object. First, use PEST analysis method to analyze the macro environment such as the political environment, economic environment, social environment, and technical environment of BYD's new energy vehicle. Secondly, through the analysis of its consumer needs, cost, convenience, and communication strategies through the 4C marketing theory, explore its marketing model in the Thai market, analyze the results and difficulties encountered by BYD's new energy vehicle marketing strategies in the Thai market, and explore the optimization plan for BYD's new energy vehicle marketing strategy in Thailand, so as to achieve the sustainable development of BYD's new energy vehicle company in the Thai market.