In the booming fertile land of the Chinese automobile market, the wave of new energy vehicles is sweeping at an unprecedented speed, and its steady increase in popularity marks the Chinese automobile industry entering a new era of green and low-carbon. BYD, as a shining star in this field, has become a leading enterprise in the domestic new energy vehicle market with its profound technological accumulation and forward-looking market layout, attracting widespread social attention and consumer favor. This study focuses on Beijing, the forefront of China's new energy vehicle promotion, and takes local consumers as specific research objects to deeply analyze the key factors that affect their choice of BYD cars. Through a carefully designed questionnaire survey, we extensively collected first-hand data from respondents from different backgrounds, age groups, and consumption abilities, and used advanced statistical analysis tools to analyze multiple dimensions in detail, including but not limited to brand value, social value, sentiment value, price value, policy value, technological innovation level, and consumer personal preferences. The key to BYD's ability to stand out in fierce market competition lies in its strong brand influence and sustained technological innovation ability. Brand value is one of the important factors that consumers consider when choosing a car. BYD has successfully shaped a high-quality and high-tech brand image through years of market cultivation and reputation accumulation, winning the trust and love of consumers. The level of technological innovation is also the core competitiveness of BYD. Whether it is battery technology, motor drive, or intelligent driving assistance systems, BYD is at the forefront of the industry, providing consumers with a driving experience that exceeds expectations. The government's policy orientation and recognition of social values have also to some extent promoted consumers' Intention to purchase BYD new energy vehicles. The policy level subsidies, relaxation of travel and purchase restrictions, and improvement of charging infrastructure have provided consumers with a more convenient environment for purchasing and using cars. As a synonym for environmental protection and energy conservation, new energy vehicles have increasingly highlighted their social value, further stimulating consumer purchasing enthusiasm. Although price value and sentiment value have an impact on car purchase intention, they are not decisive factors. This indicates that in today's gradually mature new energy vehicle market, consumers are more focused on the actual performance and long-term value of products, rather than just staying at the price level or personal sentiment preferences.Based on the above findings, this study proposes strategic recommendations for BYD and similar enterprises: on the one hand, enterprises should continue to increase R&D investment, continuously improve brand influence and technological innovation level, lead the market with technology, and win consumers with quality; On the other hand, the government should continue to optimize the policy environment and increase support for the new energy vehicle industry, including financial subsidies, tax incentives, infrastructure construction, etc., to provide strong guarantees for the healthy development of the new energy vehicle market. This study not only provides empirical evidence for the marketing strategies of companies such as BYD, but also provides valuable reference for government departments to formulate policies for the new energy vehicle industry.

Independent Study (M.B.A. (International Business)) -- University of the Thai Chamber of Commerce, 2024